Using social marketing to change the health behaviours of individuals living with diabetes

Alan Shaw

    Research output: Contribution to conferencePaper


    Diabetes UK has called for access to Structured Health Education Programmes (SHEPs) for all people diagnosed with diabetes. Studies have shown that these programmes are the best way to empower individuals living with diabetes to take control of their lives. Back in 2003, the National Institute for Health and Care Excellence (NICE) recommends that SHEPs should be made available to all people with diabetes at the time of initial diagnosis and then as required on an ongoing basis. Social Marketing is one way of engaging with these individuals. Unfortunately a recent study by Diabetes UK identified that only 36% of people living with diabetes had attended a SHEP.

    Social marketing is often criticised for only focusing on the individual and ignoring the wider environmental perspectives. This research bridges the gap and answers why so few people attend the SHEPs. It utilises Bronfenbrenner's latest Bio-ecological Theory. The findings identified to date demonstrate that there are many environmental issues that social marketers should consider before embarking on a campaign.
    Original languageEnglish
    Publication statusPublished - 7 Jul 2014
    EventProceedings of the Academy of Marketing Conference - Bournemouth, United Kingdom
    Duration: 7 Jul 201410 Jul 2014


    ConferenceProceedings of the Academy of Marketing Conference
    Country/TerritoryUnited Kingdom


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