The Impact of a Social Marketing Campaign on HIV and Sexually Transmissible Infection Testing Among Men Who Have Sex With Men in Australia

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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The Impact of Relationship Stage on the Determinants of Trust in the Pharmacist–Client Relationship: Results from a Social Marketing Campaign

Social Marketing Quarterly ◽

10.1080/15245004.2010.522766 ◽

2010 ◽

Vol 16 (4) ◽

pp. 18-40 ◽

Cited By ~ 1

Author(s):

Chiara Maniscalco ◽

Kim Daniloski ◽

David Brinberg

Keyword(s):

Health Care ◽

Social Marketing ◽

Health Care Providers ◽

Large Scale ◽

Medical Advice ◽

Care Providers ◽

Marketing Campaign ◽

Social Marketing Campaign ◽

Client Relationship ◽

The Impact

The relationship between clients and their health care providers has an important impact on health promotion and disease prevention. Perhaps the most important element of patients' relationships with their health care providers is trust. Enhancing clients' trust in their health care provider has been shown to lead to greater adherence to medical advice, continuity of care, and better overall health outcomes. Pharmacists are beginning to take on the role of primary health care providers to meet the increasing need for affordable, quality medical care. As pharmacists begin to dispense medical advice as well as medicine, there is an increased need for research on the determinants of trust in the pharmacist-client relationship. In this article, we conduct in-depth interviews and a large-scale field survey to develop a social marketing campaign to increase clients' trust in their pharmacists. We implement the campaign through a randomized field experiment and find evidence that emphasizing relational benefits in the developing stages of the pharmacist–client relationship increases trust.

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Early diagnosis of HIV among men who have sex with men in Western Australia: impact of a peer-led sexually transmissible infection testing service

Sexual Health ◽

10.1071/sh14214 ◽

2015 ◽

Vol 12 (4) ◽

pp. 360 ◽

Cited By ~ 7

Author(s):

Byron C. Minas ◽

Carolien M. Giele ◽

Sue C. Laing ◽

Lisa Bastian ◽

Andrew W. Burry ◽

...

Keyword(s):

Early Diagnosis ◽

Hiv Testing ◽

Testing Service ◽

Sti Testing ◽

Time Periods ◽

Sex With Men ◽

The Impact ◽

Western Australian ◽

Sexually Transmissible Infection ◽

Transmissible Infection

Background In July 2010, the Western Australian AIDS Council established the ‘M Clinic’, a peer-led STI testing service for MSM. This study describes trends in HIV notifications among MSM in WA from 2004 to 2013, particularly the impact of the M Clinic on newly acquired HIV diagnoses. Methods: The number and proportion of MSM HIV cases with newly acquired infection were compared for the 2004–2006, 2007–2009 and 2011–2013 time periods. Data from 2010 were excluded as the M Clinic opened in July 2010. Results: Between the 2004–2006 and 2007–2009 periods, the number of MSM with newly acquired HIV increased by 50% (23 to 33 cases) and the number of newly acquired cases as a proportion of all new HIV diagnoses among MSM increased from 27% to 35% (30% increase) (P = 0.25). In the 2011–2013 period, the number of newly acquired HIV cases among MSM more than doubled to 70 cases and comprised 53% of all new HIV diagnoses among MSM (P < 0.05). Of the 70 newly acquired HIV cases in the 2011–2013 period, 30% (n = 21) were diagnosed at the M Clinic. Conclusions: The proportion of MSM HIV notifications that were newly acquired increased between 2004 and 2013 in WA, with the greatest increase seen after the M Clinic commenced operation. A peer-led approach to HIV testing should be considered in order to achieve early diagnosis and treatment of HIV among MSM.

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The impact of endorsement on a sport-based social marketing campaign

International Journal of Sport Management and Marketing ◽

10.1504/ijsmm.2018.10015321 ◽

2018 ◽

Vol 18 (6) ◽

pp. 478

Author(s):

Michael Naylor ◽

Shima Behnoosh ◽

Geoff Dickson

Keyword(s):

Social Marketing ◽

Marketing Campaign ◽

Social Marketing Campaign ◽

The Impact

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Promoting Farmers' Markets with Limited-Resource Audiences: The Impact of a Social Marketing Campaign

Journal of Nutrition Education and Behavior ◽

10.1016/j.jneb.2018.04.046 ◽

2018 ◽

Vol 50 (7) ◽

pp. S15-S16

Author(s):

Christopher Sneed ◽

Karen Franck ◽

Janie Burney

Keyword(s):

Social Marketing ◽

Limited Resource ◽

Farmers Markets ◽

Marketing Campaign ◽

Social Marketing Campaign ◽

The Impact

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Financing social marketing programs through sponsorship: implications for evaluation

Journal of Social Marketing ◽

10.1108/jsocm-08-2011-0054 ◽

2014 ◽

Vol 4 (1) ◽

pp. 22-37 ◽

Cited By ~ 9

Author(s):

Judith Madill ◽

Norm O'Reilly ◽

John Nadeau

Keyword(s):

Mental Health ◽

Social Marketing ◽

Social Needs ◽

Future Research ◽

Content Type ◽

Marketing Campaign ◽

Social Marketing Campaign ◽

The Social ◽

Mental Health Association ◽

The Impact

Purpose – The purpose of this paper is to report on research designed to assess the impact of sponsorship financing of social marketing initiatives on the evaluation of those social marketing programs. Design/methodology/approach – The research utilizes an in-depth, multi-method case study of the Canadian Mental Health Association Calgary Region (CMHA-CR) who carried out a social marketing campaign concerning mental health behaviors that was largely financed by sponsors. Findings – The sponsorship of the CMHA-CR social marketing program was complex with a total of 15 stakeholders involved as sponsors, partners and grantors. The research reveals that while there is considerable sharing of objectives among the stakeholders in this sponsorship, not all objectives are shared between sponsors and sponsees, and not all objectives are shared between the public and private sector sponsors of the program. Practical implications – The research showed that because sponsors and sponsees share in many of the objectives of the social marketing campaign, the evaluation of the social marketing campaign, particularly its ability to achieve the social marketing-specific objectives, is of interest to all the stakeholder parties, and effective social marketing evaluation must also incorporate evaluation of the non-shared objectives of all sponsorship stakeholders. Originality/value – Increasing social needs, accompanied by reduced government funding and increased competition amongst not-for-profit (NFP) organizations for that funding, are driving NFPs to seek innovative approaches to financing their social programs. The research reports initial findings critical in this environment, as well as raises issues and questions related to future research.

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Economic evaluation of the anti-stigma social marketing campaign in England 2009-2011

The British Journal of Psychiatry ◽

10.1192/bjp.bp.112.113746 ◽

2013 ◽

Vol 202 (s55) ◽

pp. s95-s101 ◽

Cited By ~ 29

Author(s):

Sara Evans-Lacko ◽

Claire Henderson ◽

Graham Thornicroft ◽

Paul McCrone

Keyword(s):

Economic Impact ◽

Social Marketing ◽

Mental Health Problems ◽

Low Cost ◽

Cost Effective ◽

Economic Benefits ◽

Health Improvement ◽

Marketing Campaign ◽

Social Marketing Campaign ◽

The Impact

BackgroundEvidence on the economic impact of social marketing antistigma campaigns in relation to people with mental illness is limited.AimsTo describe the economic impact of the Time to Change (TTC) anti-stigma social marketing campaign, including the potential effects on the wider economy.MethodData collected for the evaluation of TTC were combined with the social marketing campaign expenditure data to investigate differences in knowledge, attitudes and behaviour in relation to campaign awareness. To evaluate the return on investment, we applied a decision model that estimated the impact on employment for people with depression.ResultsBased on average national social marketing campaign costs, the economic benefits outweighed costs even if the campaign resulted in only 1% more people with depression accessing services and gaining employment if they experienced a health improvement The cost per person with improved intended behaviour was at most £4 if we assume the campaign was responsible for 50% of the change. Costs associated with improved knowledge and attitudes, however, were more variable.ConclusionsThe findings suggest that the TTC anti-stigma social marketing campaign is a potentially cost-effective and low-cost intervention for reducing the impact of stigma on people with mental health problems.

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CAPTURING THE RIPPLES: ADDRESSING THE SUSTAINABILITY OF THE IMPACT OF SOCIAL MARKETING

Main Issues Of Pedagogy And Psychology ◽

10.24234/miopap.v6i3.131 ◽

2014 ◽

Vol 6 (3) ◽

pp. 15-29

Author(s):

GIDEON ARULMANI ◽

AGISA ABDULLA

Keyword(s):

Career Counseling ◽

Social Marketing ◽

Career Choices ◽

Counseling Program ◽

Marketing Campaign ◽

Social Marketing Campaign ◽

Positive Attitudes ◽

Large Numbers ◽

The Republic ◽

The Impact

This article reports the development and implementation of a social marketing campaign that was designed to address the interactions between employment seekers and employment providers in the Republic of Maldives. The campaign was implemented in an environment of negative mindsets among young peopletoward skill–based training and occupations. This in turn has resulted in employers preferring an expatriate workforce, leaving large numbers of Maldivian youth unemployed. Social marketing was used as a device to valorize the notion of work and career by promoting affirmative and positive attitudes toward work. A part of the overall strategy was a career counseling program which followed the campaign to build on this valorizing effect and provide a contextually grounded structure and system for making effective career choices.

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