An S-D Logic Based Communication Strategy to Inform New Zealand Women of Zero Alcohol in Pregnancy

Effective communication of messages is integral to achieve social changes. Commonly used tools are mass media but they are expensive. Within the marketing literature there is movement towards service as the dominant logic popularly referred to as S-D Logic. In this paper the results of a study that aimed to identify network partners to communicate “zero alcohol in pregnancy” is presented and discussed in the light of the S-D Logic context. Thirteen information sources specific to the target audience were subjected to factor analysis, which produced four categories (health care providers, electronic media, conventional media and public services). The paper suggests the network partners to be employed to communicate messages to the target audience, in the context of S-D Logic.