Public Lecture on the Use of Social Marketing to Promote Public Health
On March 26, 2026, the Department of Public Health and Nutrition hosted an open lecture by Dr. Konstantin Balashov for second-year students majoring in Public Health. The topic of the session was social marketing as a tool for influencing behavioral risk factors and preventing noncommunicable diseases.
The discussion focused on a key tenet of modern public health: information alone does not guarantee behavioral change. According to social marketing approaches, effective interventions must not only raise awareness but also change perceptions of the benefits and barriers that shape people’s daily decisions. The classic definition of social marketing was examined, as well as the rationale for choosing between educational, regulatory, and marketing approaches depending on the behavioral context. Special attention was given to the evidence base. In particular, data from the World Health Organization indicate that noncommunicable diseases remain the leading cause of premature mortality, with a significant proportion of these cases linked to modifiable behavioral factors—diet, physical activity, alcohol consumption, and tobacco use. The examples of interventions discussed (including the HEALTHY school program and digital educational platforms) demonstrate that behavior change requires a comprehensive approach: a combination of communication, environmental changes, and engagement of target audiences.
The practical part of the session was conducted in small groups. Students applied the “4P” model (product, price, place, promotion) to develop the basic elements of social campaigns aimed at minimizing harm from two common risk factors:
- excessive salt consumption among adults;
- excessive sugar consumption among children.
During the workshop, participants analyzed barriers to behavioral change (taste preferences, food availability, social norms, and the influence of commercial marketing), identified target audiences, and formulated behavioral recommendations tailored to consumers’ actual motivations. This approach aligns with current recommendations in the field of behavioral and communication interventions in public health. The session demonstrated the importance of integrating interdisciplinary approaches in the training of public health professionals, particularly the combination of epidemiological knowledge with tools from behavioral sciences and marketing.