Social Marketing for Social Work in Crisis Communication: A Holistic and Evidence-Based Perspective for Public Health

This systematic review analyzes the intersection of social marketing, social work, and health-related crisis communication in peer-reviewed literature from 2000 to 2025. Using the PRISMA 2020 framework, 94 studies were systematically identified in the Web of Science Core Collection and coded across three thematic pillars: (1) social marketing and behavior change communication; (2) social work and community-based service systems; and (3) health, pandemic, and crisis contexts. Results indicate that multichannel, culturally adapted social marketing strategies-especially those incorporating community participation-consistently improve public awareness, risk perception, and protective behaviors during health emergencies. Social work interventions, meanwhile, are vital for addressing structural inequities and supporting vulnerable populations through outreach and participatory models. However, a critical gap remains: Few studies employ a truly interdisciplinary approach that bridges social marketing and social work to strengthen equitable crisis communication. This review offers an empirically grounded synthesis, highlighting underexplored areas such as disability inclusion, long-term empowerment, and digital exclusion. The findings underscore the need for integrated, equity-focused strategies that leverage both behavioral science and social care. Practical implications extend to public health practitioners, social work professionals, and policymakers, particularly in advancing Sustainable Development Goal 3 (Good Health and Well-Being) and Sustainable Development Goal 10 (Reduced Inequalities).