Social marketing as a tool to stop child abuse

Discusses the use of social marketing in the Children, Young Persons and Their Families Service (CYPFS) 'Breaking the cycle' public awareness campaign on child abuse. Outlines the child abuse problem in NZ. Looks at why the 'Breaking the cycle' was conceived. Defines social marketing and explains how it was built into the campaign framework. Examines research results and suggests future directions. Source: National Library of New Zealand Te Puna Matauranga o Aotearoa, licensed by the Department of Internal Affairs for re-use under the Creative Commons Attribution 3.0 New Zealand Licence.