| Abstract [eng] |
As the prevention programmes stand at the apex of the society‘s welfare the campaign organizers get the responsible role in the social education process. The primary function of prevention activities is to develop the values of the nation. Providing people with qualitive information and expecting socially beneficial behavior change needs a lot of professionals of the reciprocal science fields. At this point one of the substantial elements of the prevention projects is the communication. The successful communication needs social marketing which includes the advertising and research. The social marketing needs to raise awareness, provide information and incite action. Social marketing facilitates the acceptance, rejection, modification, abandonment, or maintenance of particular behaviors by groups of individuals. Many successful organizations are recognizing that in order to raise awareness, provide information and incite action, they must pay attention to the needs and requirements of their customers. Therefore the research gets the essential role in the communication campaigns effectiveness. The implications and the challenges for the prevention field lie in the ability to do further research not only into the science of the disease and behaviors associated with substance abuse but also into the science of marketing and communication for positive behavior change. Prevention specialists designing programs need to be motivated to listen and learn before starting to speak and use the science and creativity to serve those who are most in need. |
