دانلود رایگان مقاله انگلیسی یک مطالعه موردی برای بازاریابی اجتماعی: انتقال سیستم بهداشت روانی کودکان - Sage 2018

Abstract

It is only recently that health providers, policy makers, researchers, and the public have begun to focus on the importance of the mental health needs of children, youth, and young adults. There is a growing understanding that children’s mental health issues must be addressed early to improve behavioral health outcomes for children and decrease or prevent problems later in life for the child, his or her family, and the community as a whole. The Caring for Every Child’s Mental Health Campaign (Campaign) is a social marketing program funded by the Substance Abuse and Mental Health Services Administration (SAMHSA), a federal agency within the U.S. Department of Health and Human Services that improves the nation’s behavioral health, with a mission of reducing the impact of substance abuse and mental illness in communities across the country. The Campaign’s goals are to increase awareness of children’s mental health issues and promote the development, expansion, and sustainability of innovative approaches to delivering community mental health services for children and youth with mental disorders. The Campaign addresses these goals by providing social marketing training and technical assistance to federally funded grantees in local communities. The Campaign and the grantees are funded through SAMHSA’s Comprehensive Community Mental Health Services for Children and Their Families Program. The purpose of this article is to inform professionals in the field of social marketing about how a program at the national level provides support to local, state, tribal, and territorial grantees to facilitate grassroots systems change using a social marketing approach.

Conclusion: How to Expand and Sustain Systems Change

SAMHSA has presented a case study on how social marketing strategies can be applied in local communities to support systems change. These strategies include authentic collaboration with audiences, including sensitivity to those audiences’ cultural and linguistic needs; the creation of national partnerships to support local-level collaborations; persuasive storytelling by children, youth, young adults, and family members who have experienced mental health challenges; the use of both local and national outcome and cost data to demonstrate efficacy of the new approach; and the development of galvanizing events on the national level to disseminate data, highlight stories, strengthen partnerships, and support local social marketing efforts.

Although this case study has focused on the topic of children’s mental health, the strategies discussed can be applied to any national program with the goal of creating systems change on the local level. Through the community-based case studies presented, it has been shown that social marketing efforts can result in professionals from a variety of disciplines coming together with the people they serve to identify mutual goals, create a shared vision and language, implement new ways of doing business, and ultimately make fundamental changes to their systems.