A Social Marketing Framework for the Development of Effective Public Awareness Programs

Young, J. and O Neill, P (1999) Disaster Prevention for the 21st Century, proceedings of the Australian Disaster Conference, Canberra, 257-61

This paper discusses the application of a social marketing framework to the development of effective public awareness programs among flood prone communities. The primary purpose of this type of program would be to encourage residents of flood-prone areas to become prepared for a serious flood. Central to this approach is the identification of strategies aimed at increasing knowledge and awareness, and influencing behaviour change to prevent loss of life in a serious flood.

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