But I urge those contemplating campaigns not to neglect PR.
Many campaigns can be seen as controversial by parents of young people who are targeted, or the wider community when they see public money being invested in what they might consider the 'wastrels' of society.
However, good public relations communicates the costs versus benefits of social marketing - for every £1 spent on prevention, around £6 could be saved in future care.
This avoids campaigns that require long-term commitment being ditched prematurely to save face.
Andrew Cook, partner, Social Marketing East.
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