This paper proposes social marketing as a tool to build individual self-esteem and thus prevent the uptake of activities that pose risk to health. Evidence supporting this approach can be drawn from pioneer social marketing campaigns of the last 30 years that successfully addressed the prevention, treatment and stigmatization of skin cancer and leprosy with a fraction of the communication and media tools available today. Focusing primarily on the practices of skin tanning and lightening, this paper builds on studies that validate the ties between self-esteem and behavior, and addresses popular conceptions of skin color as drivers for individual behavior.
BT - International journal of dermatology C1 - http://www.ncbi.nlm.nih.gov/pubmed/21506977?dopt=Abstract DA - 2011 May DO - 10.1111/j.1365-4632.2011.05010.x IS - 5 J2 - Int. J. Dermatol. LA - eng N2 -This paper proposes social marketing as a tool to build individual self-esteem and thus prevent the uptake of activities that pose risk to health. Evidence supporting this approach can be drawn from pioneer social marketing campaigns of the last 30 years that successfully addressed the prevention, treatment and stigmatization of skin cancer and leprosy with a fraction of the communication and media tools available today. Focusing primarily on the practices of skin tanning and lightening, this paper builds on studies that validate the ties between self-esteem and behavior, and addresses popular conceptions of skin color as drivers for individual behavior.
PY - 2011 SP - 590 EP - 2 T2 - International journal of dermatology TI - Social marketing self-esteem: a socio-medical approach to high-risk and skin tone alteration activities. VL - 50 SN - 1365-4632 ER -