Social Marketing Diffusion of Innovation Tobacco Cessation Strategy
Social Marketing Diffusion of Innovation provides tobacco cessation program implementation structure with wide reaching effects toward social norm culture change in the military.
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Janet Grund • over 13 years ago
Social Marketing Diffusion of Innovation tracks the progress and plans the process of implementing an installation wide tobacco program for our military community. The concept utilizes free material and support counseling. Uniting grass roots facilitation efforts with the downstream effects of a policy driven initiative brings social norm change while enhances the quality of life and health of the entire community.
An estimated 443,000 deaths per year makes tobacco the number one most preventable cause of death and disease in the U.S. Smokers are also at increased risk of a number of non-lethal illnesses, including cataracts, depression diabetes type 2, impotence, osteoporosis and tuberculosis. The financial expenses due to medical costs are reaching $193 billion per year (CDC, 2009). The National Commission on Prevention Priorities found that use of tobacco cessation counseling services remains low and estimates that 42,000 lives would be saved each year if utilization of recommended cessation services increased. In addition to saving lives, research on higher lifetime healthcare costs of smokers versus quitters indicates that the long-term cost savings from these additional quitters could be at least $9,500 per quitter. Health promoters need to use the most effective methods to counter the alarming health statistics and get smokers in cessation programs. Between 1994 and 1997 more than half of smokers reported that they wanted to quit smoking. However, less than 2% managed to quit within the twelve months of the reporting period. This program makes the cessation program easily accessible, cost effective and results oriented.