Effectively Using Digital Media to Enhance Social Marketing Campaigns

2011 ◽  
Author(s):  
Mike Sheldon
Keyword(s):  
Digital Media ◽  
Social Marketing ◽  
Social Marketing Campaigns

Understanding Health Behavior: An Integrated Model for Social Marketers

2008 ◽  
Vol 14 (2) ◽  
pp. 2-32 ◽  
Author(s):  
Magdalena Cismaru ◽  
Anne M. Lavack ◽  
Heather Hadjistavropoulos ◽  
Kim D. Dorsch
Keyword(s):  
Health Behavior ◽  
Social Marketing ◽  
Transtheoretical Model ◽  
Process Model ◽  
Decision Making Process ◽  
Extended Parallel Process Model ◽  
Behavioral Theories ◽  
Health Related ◽  
Social Marketing Campaigns ◽  
Insight Into

Many effective social marketing campaigns seek to change health-related behavior by utilizing various health-protective behavioral theories. In this article, we review and integrate three such theories: protection motivation theory (PMT), the extended parallel process model (EPPM), and the transtheoretical model (TTM). We highlight how EPPM and TTM can be used to refine PMT by adding insight into the decision-making process involved when consumers consider whether or not to follow a particular recommended health behavior. Specifically, the development of an integrated PMT model can provide insight into the characteristics of people more or less likely to change, what happens when persuasion fails, and what can be done to increase persuasion. Developing an integrated PMT model opens new avenues of research that have the potential to increase our understanding of behavior and assist in creating more persuasive social marketing campaigns.

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.

The Science of Goal Setting

2012 ◽  
Vol 19 (1) ◽  
pp. 13-25 ◽  
Author(s):  
Daniel Hayden ◽  
Fangzhou Deng
Keyword(s):  
Goal Setting ◽  
Diffusion Of Innovation ◽  
Social Marketing ◽  
Collective Behavior ◽  
Great Influence ◽  
Environmental Conservation ◽  
Marketing Campaign ◽  
Social Marketing Campaign ◽  
Social Marketing Campaigns ◽  
The Impact

Goal setting within social marketing campaigns is art and science. An analysis of Rare Pride conservation campaigns shows the quantitative, replicable relationship among the impact of these conservation campaigns with diffusion of innovation theory, and collective behavior theory that can guide marketers to set better goals. Rare is an environmental conservation organization that focuses on reducing community-based threats to biodiversity through a social marketing campaign called Pride. Pride campaigns work by removing barriers to change (whether they are technical, social, and political or something else) and inspiring people to make change happen. Based on the analysis of historical Pride campaign survey data, we found that the starting percentage of engagement has a great influence on the percentage change at the end of the campaign: The higher the initial adoption level of knowledge, attitude, and behavior change, the easier these measures are to improve. The result also suggests a difference in the potential of change with different audience segments: It is easiest to change influencer, then general public, and finally resource user who are the target of the social marketing campaign. In this article, we will analyze how to use diffusion of innovation and collective behavior theories to explain the impact of campaigns, as well as how to set more attainable goals. This article is consistent with similar research in the field of public health, which should help marketers set goals more tightly, allocate resources more effectively, and better manage donor expectations.

scholarly journals Identification of cancer risk and associated behaviour: implications for social marketing campaigns for cancer prevention

BMC Cancer ◽  
2017 ◽  
Vol 17 (1) ◽  
Author(s):  
Rebecca Kippen ◽  
Erica James ◽  
Bernadette Ward ◽  
Penny Buykx ◽  
Ardel Shamsullah ◽  
...  
Keyword(s):  
Cancer Risk ◽  
Cancer Prevention ◽  
Social Marketing ◽  
Social Marketing Campaigns

Integrated marketing communications and social marketing

2015 ◽  
Vol 5 (3) ◽  
pp. 226-240 ◽  
Author(s):  
Stephan Dahl ◽  
Lynne Eagle ◽  
David Low
Keyword(s):  
Social Context ◽  
Social Marketing ◽  
Marketing Communications ◽  
Commercial Application ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Content Type ◽  
Body Of Knowledge ◽  
Health Related ◽  
Social Marketing Campaigns

Purpose – The purpose of this paper is to examine the view of integrated marketing communications (IMC) by social marketing practitioners. Specifically, the paper furthers the discussion how a symbiotic relationship between IMC and social marketing can lead to both practical improvements of health-related social marketing campaigns, as well as theoretical advancement of the IMC construct. Design/methodology/approach – Based on semi-structured, in-depth interviews with practitioners, the authors provide exploratory evidence for support for IMC within the social marketing community and highlight potential differences and similarities when transferring IMC from a commercial to a social context. Findings – Three main differences emerged when transferring IMC from a commercial to a social context. These include differences of customer-centric approaches between commercial and social marketing, the need to weigh out the application of IMC to the charity brand or the use of IMC at a behavioural level and, finally, different complexity levels of desired behaviour as a mediating factor. Research limitations/implications – As with all qualitative data, the findings may not be generalisable beyond the interview participants and organisations studied. Practical implications – Many practitioners expressed that they liked IMC as a concept, but they lacked guidance as to the application with a social marketing context. This paper contributes to providing this guidance and establishing a body of knowledge how IMC can be applied in a non-commercial setting. Originality/value – The paper contributes to the practical development of guidance how the largely commercially applied IMC construct can be modified to be used in a social marketing context, while correspondingly highlighting how IMC needs to evolve to grow beyond purely commercial application.

Special issue editorial: Fear appeals in social marketing campaigns

2004 ◽  
Vol 21 (11) ◽  
pp. 885-887 ◽  
Author(s):  
John R. Rossiter ◽  
Sandra Jones
Keyword(s):  
Social Marketing ◽  
Fear Appeals ◽  
Special Issue ◽  
Social Marketing Campaigns

scholarly journals EMPODERAMENTO DAS MULHERES ATRAVÉS DE CAMPANHAS CONTRA A VIOLÊNCIA

2021 ◽  
Vol 7 (14) ◽  
pp. 71-86
Author(s):  
Claudia Rosa Acevedo ◽  
Et Al
Keyword(s):  
Social Marketing ◽  
Drunk Driving ◽  
Freedom Of Speech ◽  
Marketing Mix ◽  
Positive Change ◽  
Abused Women ◽  
Marketing Social ◽  
Two Generations ◽  
Social Marketing Campaigns

Marketing Social é o uso das ferramentas do Mix de Marketing para trazer mudanças positivas para a sociedade, numa causa sem fins lucrativos. Ele é comumente utilizado por governos em estratégias como campanhas antitabagistas, contra a direção alcoolizada e combate a doenças. A Lei Maria da Penha e a Campanha Ligue 180 são exemplos de campanhas de marketing social voltadas ao empoderamento feminino. Este trabalho buscou avaliar os resultados destas campanhas nas vidas de duas gerações de mulheres. Divididas em dois grupos etários e entrevistadas, pôde-se entender o que estas mulheres entendem empoderamento como liberdade de expressão e tratamento igualitário; que não acreditam na efetividade das leis de proteção à mulher; e que, apesar de não acabarem com o problema, ao menos as campanhas ajudam a conscientizar a mulher em estado de risco sobre como pedir auxílio. Devido à metodologia e caráter homogêneo da amostra, este estudo não pode ser generalizado. Palavras-chave: Empoderamento. Mulher. Violência.     Abstract Social Marketing is the use of Marketing Mix tools in order to bring positive change to society, with no lucrative goals. It is most commonly used by governments in strategies such as anti-smoking campaigns, anti-drunk driving and for fighting diseases. The Maria da Penha Law and the Ligue 180 Campaign are examples of social marketing campaigns aimed towards empowering women. This paper sought to measure the results of these campaigns in the lives of two generations of women. They were divided by age and interviewed, allowing us to understand that they saw empowerment as freedom of speech and egalitarian treatment; that the laws don’t protect women as they should; and, even though the campaigns don’t solve the problems, at least they bring awareness to abused women that they can seek help. Due to the methodology and homogeneity of the sample used, this study cannot be generalized. Keywords: Empowerment. Woman. Violence.

Social marketing applications in public policy programs: key learnings and applications

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Satyam Mishra ◽  
Bikramjit Rishi
Keyword(s):  
Public Policy ◽  
Social Marketing ◽  
Design Methodology ◽  
Media Advocacy ◽  
Content Type ◽  
Number Of Factors ◽  
Labour Policy ◽  
The Usa ◽  
Social Marketing Campaigns ◽  
Marketing Principles

Purpose Marketing tools used in public policy may not be purely commercial but based on non-commercial marketing exchanges also. This paper aims to make a case for the practice of social marketing principles to aid the context of public policy. Design/methodology/approach The approach is to draw out the key implementable learnings (KILs) from the analysis of the five public policy initiatives in the USA, India and Sri Lanka. A case situation with the context of child labour policy in India is proposed to use these KILs. Findings This paper concludes that the implementation of any policy is a challenging exercise and dependent on a large number of factors. However, KILs derived from successful social marketing programs deal with umbrella campaigns, prevailing socio-cultural environment, bottom-up communication, upstream approach to engage with stakeholders and targeted media advocacy could prove useful when the objective is to induce behaviour change as a part of the policy execution. Originality/value This paper evaluates the learnings from social marketing campaigns and their relevance to public policy programs. It also considers a case to demonstrate the application of the concept.

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