Health Surveillance and Disease Prevention and Control / Chronic Diseases / CARMEN

Introduction to Social Marketing: Its Application for Promoting Healthy Lifestyles

(Mexico City, Mexico, 28 July – 1 August 2008)

Escuela CARMEN, Curso de Mercadeo Social

- Full Program
(in Spanish, 9 pp, PDF, 98 Kb)

- Agenda (in Spanish, 5 pp, PDF, 86 Kb)

- About the CARMEN School

- About CARMEN

PAHO Links
Noticiero de Enfermedades Crónicas - Chronic Disease Newsletter
- Healthy Eating and Active Living
- Cervical Cancer
- Diabetes
- Chronic Diseases: PAHO Activities

WHO Links
- Chronic Diseases

- Integrated Chronic Disease Prevention and Control
- Chronic Diseases and Health Promotion


The course on Introduction to Social Marketing and Its Application to Healthy Lifestyles is part of the CARMEN School and the Summer Program of the Institute of Public Health of Mexico (Instituto Nacional de Salud Pública / INSP). It was carried out at the INSP in collaboration with PAHO, the PAHO Regional Chronic Disease Program, PAHO-Mexico, and South Florida University of South Florida (USF). The instructors were Anabelle Bonveccio and Florence Theodor from the INSP, Carol Bryant of the University of South Florida, and Dr. Branka Legetic of the PAHO Chronic Disease team.

The 40-hour course ran for 5 days, with 27 participants from different backgrounds: professionals from the Secretariat of Health of Mexico (Secretaría de Salud de México), departments of health policy and promotion, graduate students from the INSP in the area of nutrition, instructors from the university, and other interested parties in social marketing techniques. The profile of the participants was diverse, ranging from physicians, sociologists, psychologists, to nutritionists and lawyers.

Course I included:

  • Teamwork and selection of the issues upon which the participants are going to work during the course.
  • Applying techniques from training research.
  • Population segmentation.
  • Product formulation.
  • Price evaluation.
  • Manner and place of promotion.
  • Appraisal of the project itself.

The issues selected were:

  • Obesity and overweight among children.
  • Physical activity.
  • Diabetes.
  • Cervical cancer.
  • Limiting sale of junk food and products from vending machines.

At the end of the day, evaluation forms were distributed to the training team, the course managers, and all participants.

The course provided the opportunity to meet with Dr. Juan Rivera, director of the institute, which was conducted in the presence of the course director, Professor Anabelle Bonaveccio. The talk revolved around the course as a way to take advantage of the preparatory work done when duplicating and applying it in Mexican and Central American projects. The director was very happy with the profile and background of the participants. Comments were made on the new Meso American Initiative for Better Nutrition (Iniciativa para Mejor Nutrición en Mesoamérica, which includes, in addition to the Central American countries, Southern Mexico and Colombia), funded through grants from the Bill and Melinda Gates Foundation and the Carso Health Institute (Instituto Carso Salud). In the same proposal, the technique of Social Marketing selected here will be used for dissemination and application in the area of social communication. Agreement was made to monitor the initiative and promote the course within its framework.

For more information, see the Full Program and the Agenda (both in Spanish).