ABSTRACT
This chapter presents the case study that describes the process and outcome evaluation of the Victorian Health Promotion Foundation's (VicHealth) Walk to School 2014 campaign, and illustrates how social marketing can support the achievement of positive outcomes. Social marketing is a key behaviour change approach which has been effective in supporting healthy living habits. A systematic review of 23 social marketing interventions targeting children found that social marketing has been successful in improving physical activity behaviours among children. VicHealth's Walk to School is a high profile annual community event that encourages primary school students and their families across Victoria to walk to and from school as often as possible during the month of October. VicHealth delivered a grants' programme, offering funding for Victorian local governments to support Walk to School activities through promotions and school engagement in their local communities.
