Breathing new life into planning: A social marketing orientation to planning and evaluation for the American lung association

The American Lung Association (ALA) is the national voluntary health organization dedicated to preventing lung disease and promoting lung health. The ALA delivers national programs addressing tobacco use prevention and cessation, outdoor and indoor air quality, and asthma and other respiratory conditions. Until recently, planning of these national programs, as well as numerous other regional and local programs and services, followed a traditional epidemiological public health planning approach, the PRECEDE/ PROCEED model (Green & Kreuter, 1999). PRECEDE is an acronym for Predisposing, Reinforcing and Enabling Constructs in Educational/Ecological Diagnosis and Evaluation; PROCEED stands for Policy, Regulatory and Organizational Constructs in Educational and Environmental Development.