Development of the place-based Adelante social marketing campaign for prevention of substance use, sexual risk and violence among Latino immigrant youth

Abstract Immigrant Latino youth represent a high-risk subgroup that should be targeted with health promotion efforts. However, there are considerable barriers to engagement in health-related programming. Little is known about the engagement possibilities of social marketing campaigns and digital strategies for traditionally ‘hard-to-reach’ immigrants, underscoring the importance of testing these techniques with immigrant Latino adolescents. We developed and piloted a place-based social marketing campaign in coordination with the branded, Positive Youth Development-based (PYD) Adelante intervention targeting risk factors for co-occurring youth substance abuse, sexual risk and violence. Building on prior research, we conducted a four-phase formative research process, and planned the Adelante social marketing campaign based on findings from one group interview and ongoing consultation with Adelante staff (n=8) and four focus groups with youth (n=35). Participants identified four overarching campaign themes, and suggested portrayal of resilient, proud youth who achieved goals despite adversity. Youth guided selection of campaign features and engagement strategies, including message/visual content, stylistic elements, and a mixed language approach. We developed a 12-month campaign to be delivered via print ads, multi-platform social media promotion, contests, youth-generated videos, blog posts, and text messaging. We describe the process and outcome of campaign development and make recommendations for future campaigns.

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Outcomes of the Adelante community social marketing campaign for Latino youth

Health Education Research ◽

10.1093/her/cyz016 ◽

2019 ◽

Vol 34 (5) ◽

pp. 471-482

Author(s):

W Douglas Evans ◽

Elizabeth L Andrade ◽

Nicole Barrett ◽

Jeremy Snider ◽

Sean Cleary ◽

...

Keyword(s):

Sexual Risk ◽

Youth Development ◽

Social Marketing ◽

Latino Youth ◽

Sexual Risk Taking ◽

Future Health ◽

Cross Sectional ◽

Marketing Campaign ◽

Social Marketing Campaign ◽

Web Video

Abstract The authors designed and evaluated an innovative, branded campaign called ‘Adelante’ to promote positive youth development (PYD) and reduce risk behaviors among Latino youth near Washington, DC. Repeated cross-sectional surveys were conducted in the intervention and a comparison community to evaluate campaign exposure and changes in PYD outcomes. The sample consisted of 1549 Latino and immigrant adolescents surveyed at three time points in intervention and comparison communities. A social marketing campaign was implemented using outdoor advertising, Web, video and social media channels to promote PYD and health outcomes over a 1-year period from 2015 to 2016. Measures included media use; self-reported exposure to campaign promotions; Adelante message receptivity; validated PYD scales; substance use, sexual risk taking, violence-related knowledge, attitudes, beliefs, intentions and risk behavior. Outcomes were regressed first on campaign exposure to examine dose–response effects of the Adelante campaign over time. Second, we compared outcomes between the Adelante and comparison communities. We observed a positive effect of self-reported exposure on multiple outcomes, including improvements in pro-violence and sexual risk outcomes and lower pro-violence attitudes and lower risky attitudes toward sex. Adelante was effective in improving youth risk outcomes and offers a promising model for future health promotion with Latino and immigrant populations.

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

Medicine Access Point of Care ◽

10.1177/23992026211003499 ◽

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.

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The Science of Goal Setting

Social Marketing Quarterly ◽

10.1177/1524500412472496 ◽

2012 ◽

Vol 19 (1) ◽

pp. 13-25 ◽

Cited By ~ 5

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.

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Kick the habit: a social marketing campaign by Aboriginal communities in NSW

Australian Journal of Primary Health ◽

10.1071/py14037 ◽

2014 ◽

Vol 20 (4) ◽

pp. 327 ◽

Cited By ~ 12

Author(s):

M. A. Campbell ◽

S. Finlay ◽

K. Lucas ◽

N. Neal ◽

R. Williams

Keyword(s):

Smoking Cessation ◽

Tobacco Control ◽

Social Marketing ◽

Culturally Relevant ◽

Community Members ◽

Aboriginal Communities ◽

Aboriginal Community ◽

Marketing Campaign ◽

Social Marketing Campaign ◽

Social Marketing Campaigns

Tackling smoking is an integral component of efforts to improve health outcomes in Aboriginal communities. Social marketing is an effective strategy for promoting healthy attitudes and influencing behaviours; however, there is little evidence for its success in reducing smoking rates in Aboriginal communities. This paper outlines the development, implementation and evaluation of Kick the Habit Phase 2, an innovative tobacco control social marketing campaign in Aboriginal communities in New South Wales (NSW). The Aboriginal Health & Medical Research Council worked with three Aboriginal communities and a creative agency to develop locally tailored, culturally relevant social marketing campaigns. Each community determined the target audience and main messages, and identified appropriate local champions and marketing tools. Mixed methods were used to evaluate the campaign, including surveys and interviews with community members and Aboriginal Community Controlled Health Service staff. Community survey participants demonstrated high recall of smoking cessation messages, particularly for messages and images specific to the Kick the Habit campaign. Staff participating in interviews reported an increased level of interest from community members in smoking cessation programs, as well as increased confidence and skills in developing further social marketing campaigns. Aboriginal community-driven social marketing campaigns in tobacco control can build capacity, are culturally relevant and lead to high rates of recall in Aboriginal communities.

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