BINGE-DRINKING and other societal challenges may be tackled more successfully in Ireland through “social marketing”, according to Dr Christine Domegan of NUI Galway (NUIG).
Social marketing techniques to address road safety, obesity and smoking had already yielded very positive results in countries such as North America, Canada, New Zealand and Australia, she said. Britain and France had also applied the strategy, which involves using marketing techniques to achieve “specific behavioural goals for a social good”.
Dr Domegan said research had shown that the two routes of education or legislation in relation to addressing negative behaviour did not always work.
Nancy Lee, a leading authority in the US on the technique, is due to speak on the issue at a conference in NUIG this Friday.
The conference will also host workshops on health, environment, voluntary sector and management models for a “knowledge society”.
Further details on the conference, including registration, are available from Valerie Parker at NUIG on tel 091-495971, e-mail valerieparker@nuigalway.ie
