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Social Marketing

In recent years, AIR has used its social marketing expertise to help clients create behavior change in areas such as diabetes control and prevention, tobacco prevention and cessation, nutrition, physical activity, breast cancer screening, and HIV/AIDS prevention. AIR applies social marketing principles to work in education, working with the Corporation for Public Broadcasting (CPB) and the Public Broadcasting System (PBS) on a U.S. Department of Education grant to encourage reading readiness of low-income children.

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Recent Reports

• Developing a Measure of Health Insurance Literacy: Understanding Consumers’ Ability to Choose and Use Insurance

  This issue brief describes the findings from interviews with health insurance counselors and other stakeholders about problems consumers face in selecting and using health insurance. It also lays out a strategy to develop an important new tool: a measure of health insurance literacy.

Recent Projects

• Using Social Marketing and Community Engagement to Help Low-Income Children Get Ready to Read

  In 2005, AIR was awarded a five-year grant from the Corporation for Public Broadcasting and the Public Broadcasting System to assist the two organizations in the planning and implementation of the Ready to Learn  Outreach Grant. This innovative grant is designed to locate and connect children from low-income families, and parents and caregivers, with PBS programming and related assets as a means of helping children build their literacy skills.

• I-131 Public Education Campaign

  Development of a communication plan to inform multiethnic “high exposure” and “low exposure” groups about potential health risks due to exposure to I-131 from the Nevada Test Sites.

• Communicating About Pandemic Flu

  AIR is working with the U.S. Department of Health and Human Services (HHS) and the Centers for Disease Control and Prevention’s (CDC’s) National Center for Health Marketing to help individuals and communities prepare for a possible influenza pandemic.