The "how" of spreading good practice is what is so difficult. One of the methodologies suggested is that of social marketing. I was pleased to see the English Department of Health using this strategy and openly promoting it. In some new documentation mostly around supporting public health initiatives, this strategy is made obvious. At the same time they have published a leaflet on "What is Social Marketing" and I commend this to general readership. I know they have worked jointly with the National Social Marketing Centre http://www.nsms.org.uk/public/default.aspx on producing it and it does make a great deal of sense. Succinctly written it sets out how social marketing is different from commercial marketing. I also like the way it still sets the expectations for measurement - something that tends to be forgotten in some social marketing programmes.
You can download the social marketing document and associates policy documents at: http://www.dh.gov.uk/en/Publichealth/Choosinghealth/DH_086106
I also find the National Social Marketing Centre website very useful as they make available many presentations on social marketing and a variety of other resources.