scholarly journals Formative Testing of New SNAP-Ed Social Marketing Campaign Messages Designed for Low-Income Louisiana Residents

2017 ◽  
Vol 49 (7) ◽  
pp. S66
Author(s):  
Brent Walker ◽  
Brenda Wolford ◽  
Diane Sasser ◽  
Carla Verbois
Keyword(s):  
Social Marketing ◽  
Low Income ◽  
Marketing Campaign ◽  
Social Marketing Campaign ◽  
Campaign Messages ◽  
Formative Testing

scholarly journals You Have Options: Implementing and evaluating a contraceptive choice social marketing campaign

2021 ◽  
Vol 5 ◽  
pp. 239920262110034
Author(s):  
Beth Sundstrom ◽  
Andrea L DeMaria ◽  
Merissa Ferrara ◽  
Stephanie Meier ◽  
Kerri Vyge ◽  
...  
Keyword(s):  
Social Marketing ◽  
Survey Design ◽  
Full Range ◽  
The United States ◽  
Student Health Services ◽  
Marketing Campaign ◽  
Social Marketing Campaign ◽  
Campaign Messages ◽  
Long Acting ◽  
Social Marketing Campaigns

Background: Up to two-thirds of pregnancies among young, unmarried women in the United States are unintended, despite increased access to highly effective contraceptive options. Aim: This study implemented and evaluated a social marketing campaign designed to increase access to a full range of contraceptive methods among women aged 18–24 years on a southeastern university campus. Methods: Researchers partnered with Choose Well and Student Health Services to design, implement, and evaluate You Have Options, a 10-week multi-media social marketing campaign. The campaign aimed to raise awareness, increase knowledge, and improve access to contraceptive options, including long-acting reversible contraception (LARC) methods among college women. A pretest-posttest web-based survey design measured campaign awareness and recognition, as well as attitudes, subjective norms, and behavior. Results: Participants demonstrated a significant increase in knowledge about intrauterine devices (IUDs) between pretest ( M = 2.66, SD = 1.30) and posttest ( M = 3.06; SD = 1.96); t(671) = −2.60, p < .01). Analysis revealed that frequent exposure to the campaign prompted participants to engage in discussions about LARC with friends ( p < .05). In addition, 20- to 24-year-olds who reported seeing the campaign messages were more likely to seek out information ( p < .01) and adopt a LARC method ( p = .001) than 18- or 19-year-olds who saw the campaign messages. Conclusion: Findings from the study offer practical recommendations for implementing social marketing campaigns aimed at increasing access to LARC and reducing unintended pregnancy.

Assessing Characteristics, Needs, and Preferences of a Secondary Audience for the Development of a Bilingual Parent Component to the Food Friends Social Marketing Campaign

2006 ◽  
Vol 12 (2) ◽  
pp. 43-57 ◽  
Author(s):  
Laura Bellows ◽  
Kathleen Cole ◽  
Jennifer Anderson
Keyword(s):  
Nutrition Education ◽  
Social Marketing ◽  
Low Income ◽  
Dietary Habits ◽  
Food Preferences ◽  
Expert Advice ◽  
Marketing Campaign ◽  
Social Marketing Campaign ◽  
Telephone Interviews ◽  
Parent Component

Introduction of a variety of foods to children at an early age is essential because they acquire food preferences while establishing dietary habits during the first six years of life. Food Friends— Making New Foods Fun for Kids™ is a multifaceted awareness and education program designed to encourage preschool-aged children to try new foods, and thus increase food choice and dietary variety. To further enhance this behavior, nutrition education resources are needed aimed at encouraging parents, the secondary audience, to offer new foods to their children at home. The primary objectives of this study were to determine parents' preferences and needs for information and materials to help them offer new foods and to develop a parent component to the Food Friends social marketing campaign. A needs assessment was conducted via telephone interviews with parents ( n = 26). Bilingual taglines and graphics were pretested with parents, Head Start staff, and experts ( n = 306). The end products were a bilingual tagline, a secondary message, a graphic, and educational resources targeted to low-income parents. Formative research, expert advice, and the use of the Social Learning Theory contributed to the development of each of these products. Target audience feedback was essential in the development of this theory-driven, secondary audience component of a nutrition-related social marketing campaign.

scholarly journals Time to Change’s social marketing campaign for a new target population: results from 2017-2019.

2019 ◽  
Author(s):  
Clara González-Sanguino ◽  
Laura C Potts ◽  
Maria Milenova ◽  
Claire Henderson
Keyword(s):  
Mental Health ◽  
Mental Illness ◽  
Social Marketing ◽  
Low Income ◽  
Health Knowledge ◽  
Mental Health Problems ◽  
Demographic Data ◽  
Marketing Campaign ◽  
Social Marketing Campaign ◽  
Intended Behaviour

Abstract Background. Since 2009 Time to Change has included among its strategies a social marketing campaign to tackle the stigma surrounding mental health problems. At the start of its third phase (2016-2021) the target group of the campaign was kept as people aged between mid-twenties and mid-forties but changed to middle-low income groups and the content was focused on men. Methods. Participants (n = 3700) were recruited through an online market research panel, before and after each burst of the campaign. They completed an online questionnaire evaluating knowledge [Mental Health Knowledge Schedule (MAKS)]; attitudes [Community Attitudes toward Mental Illness (CAMI)]; and desire for social distance [Intended Behaviour subscale of the Reported and Intended Behaviour Scale (RIBS)]. Socio-demographic data and awareness of the campaign were also collected. Results. For each of the 3 bursts, significant pre-post awareness differences were found (OR=2.83, CI=1.90 to 4.20, p<0.001; OR=1.72, CI=1.22 to 2.42, p=0.002; OR=1.41, CI=1.01 to 1.97, p=0.043), and awareness at the end of the third burst was 33%. Demographic factors associated with awareness for one or more bursts included having children, familiarity with mental illness, male sex, being Black, Asian or other ethnic minorities and living in London or the East Midlands regions. An improvement across bursts in the “living with” subscale item of the RIBS, and in the “recover” and “advice to a friend” MAKS items were found. Familiarity with mental illness had the strongest association with all outcome measures, while the awareness of the campaign was also related with higher scores in MAKS and RIBS. Conclusions. These interim results suggest that the campaign is reaching and having an impact on its target audience. While over the course of Time to Change we have found no evidence that demographic differences in stigma have widened, and indeed those by age group and region of England have narrowed, those for socioeconomic status, ethnicity and sex have so far remained unchanged. By targeting a lower socioeconomic group and creating relatively greater awareness among men and in Black and ethnic minority groups, the campaign is showing the potential to address these persistent differences in stigma.

scholarly journals Time to Change’s social marketing campaign for a new target population: results from 2017 to 2019

2019 ◽  
Vol 19 (1) ◽  
Author(s):  
Clara González-Sanguino ◽  
Laura C. Potts ◽  
Maria Milenova ◽  
Claire Henderson
Keyword(s):  
Mental Health ◽  
Mental Illness ◽  
Social Marketing ◽  
Low Income ◽  
Health Knowledge ◽  
Mental Health Problems ◽  
Phase 1 ◽  
Marketing Campaign ◽  
Social Marketing Campaign ◽  
Intended Behaviour

Abstract Background Since 2009 Time to Change has included among its strategies a social marketing campaign to tackle the stigma surrounding mental health problems. At the start of its third phase (2016–2021) the target group of the campaign was kept as people aged between mid-twenties and mid-forties but changed to middle-low income groups and the content was focused on men. Methods Participants (n = 3700) were recruited through an online market research panel, before and after each burst of the campaign. They completed an online questionnaire evaluating knowledge (Mental Health Knowledge Schedule, MAKS); attitudes (Community Attitudes toward Mental Illness, CAMI); and desire for social distance (Intended Behaviour subscale of the Reported and Intended Behaviour Scale, RIBS). Socio-demographic data and awareness of the campaign were also collected. Results For each of the 3 bursts, significant pre-post awareness differences were found (OR = 2.83, CI = 1.90–4.20, p < 0.001; OR = 1.72, CI = 1.22–2.42, p = 0.002; OR = 1.41, CI = 1.01–1.97, p = 0.043), and awareness at the end of the third burst was 33%. Demographic factors associated with awareness for one or more bursts included having children, familiarity with mental illness, male sex, being Black, Asian or other ethnic minorities and living in London or the East Midlands regions. An improvement across bursts in the “living with” subscale item of the RIBS, and in the “recover” and “advice to a friend” MAKS items were found. Familiarity with mental illness had the strongest association with all outcome measures, while the awareness of the campaign was also related with higher scores in MAKS and RIBS. Conclusions These interim results suggest that the campaign is reaching and having an impact on its new target audience to a similar extent as did the TTC phase 1 campaign. While over the course of TTC we have found no evidence that demographic differences in stigma have widened, and indeed those by age group and region of England have narrowed, those for socioeconomic status, ethnicity and sex have so far remained unchanged. By targeting a lower socioeconomic group and creating relatively greater awareness among men and in Black and ethnic minority groups, the campaign is showing the potential to address these persistent differences in stigma.

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