Financing social marketing programs through sponsorship: implications for evaluation

2014 ◽  
Vol 4 (1) ◽  
pp. 22-37 ◽  
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.

Are Social Networks Useful to Challenge Stigma Attached to Mental Disorders? Findings from the Time to Change Social Marketing Campaign 2009–2014

2017 ◽  
Vol 41 (S1) ◽  
pp. S89-S89 ◽  
Author(s):  
G. Sampogna ◽  
C. Henderson ◽  
G. Thornicroft ◽  
S. Evans-Lacko ◽  
I. Bakolis ◽  
...  
Keyword(s):  
Social Media ◽  
Mental Disorders ◽  
Social Marketing ◽  
Health Knowledge ◽  
Target Population ◽  
Marketing Campaign ◽  
Social Marketing Campaign ◽  
The Social ◽  
Media Channels ◽  
The Impact

IntroductionThe new channels of communication as social media (e.g. Facebook and Twitter) and the social marketing campaign (i.e. campaign focused on enabling, encouraging and supporting behavioural changes among target audiences) can represent useful strategies to challenge stigma attached to mental disorders.ObjectivesTo evaluate the efficacy of the social marketing campaign of the time to change (SMC-TTC) anti-stigma programme on the target population in England during 2009–2014.AimsTo assess the impact of the SMC-TTC anti-stigma programme in terms of:– use of the social media channels;– levels of awareness of the SMC-TTC;– changes in knowledge, attitude, and behaviour related to mental disorders.MethodsParticipants completed the mental health knowledge schedule (MAKS), the community attitudes toward mental illness (CAMI) and the reported and intended behaviour scale (RIBS), together with an ad-hoc schedule on socio-demographic characteristics.ResultsIn total, 10526 people were interviewed, it was found a growing usage of the SMC-TTC media channels and of the level of awareness of the campaign (P < 0.001). Being aware of the SMC-TTC was found to be associated with higher score at MAKS (OR = .95, CI = .68 to 1.21; P < .001), at “tolerance and support” CAMI subscale (OR = .12, CI = .09 to .16; P < .001) and RIBS (OR = .71, CI = .51 to .92; P < .001), controlling for confounders.DiscussionIn the general population, SMC-TTC has been found to be effective in improving attitudes and behaviours towards people with mental disorders.ConclusionsConsidering these promising results obtained in England, social media can represent the possible way forward for challenging stigma. The future on-going evaluation of the SMC-TTC may further shed light on the essential role of social media in reducing of stigma and discrimination.Disclosure of interestThe authors have not supplied their declaration of competing interest.

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.

The role of public libraries in the development of social capital in local communities – a theoretical study

2021 ◽  
Vol 42 (3) ◽  
pp. 184-196
Author(s):  
Maja Dorota Wojciechowska
Keyword(s):  
Social Capital ◽  
Social Engagement ◽  
Social Life ◽  
Public Libraries ◽  
Local Communities ◽  
Social Needs ◽  
Content Type ◽  
The Social ◽  
The Impact

PurposeSocial capital, understood as intangible community values available through a network of connections, is a factor in the development of societies and improving quality of life. It helps to remove economic inequalities and prevent poverty and social exclusion, stimulate social and regional development, civic attitudes and social engagement and build a civic society as well as local and regional identity. Many of these tasks may be implemented by libraries, which, apart from providing access to information, may also offer a number of services associated with social needs. The purpose of this paper is to present the roles and functions that libraries may serve in local communities in terms of assistance, integration and development based on classical social capital theories.Design/methodology/approachThe paper reviews the classical concepts of social capital in the context of libraries. It analyses the findings of Pierre-Félix Bourdieu, James Coleman, Francis Fukuyama, Robert Putnam, Nan Lin, Ronald Stuart Burt, Wayne Baker and Alejandro Portes. Based on their respective concepts, the paper analyses the role of the contemporary library in the social life of local communities. In particular, it focuses on the possible new functions that public libraries may serve.FindingsA critical review of the concept of social capital revealed certain dependencies between libraries and their neighbourhoods. With new services that respond to the actual social needs, libraries may serve as a keystone, namely they may integrate, animate and engage local communities. This, however, requires a certain approach to be adopted by the personnel and governing authorities as well as infrastructure and tangible resources.Originality/valueThe social engagement of libraries is usually described from the practical perspective (reports on the services provided) or in the context of research on the impact of respective projects on specific groups of users (research reports). A broader approach, based on original social theories, is rarely encountered. The paper draws on classical concepts of social capital and is a contribution to the discussion on possible uses of those concepts based on an analysis of the role of libraries in social life and in strengthening the social capital of local communities.

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

2010 ◽  
Vol 16 (4) ◽  
pp. 18-40 ◽  
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.

scholarly journals Consumer-dominant social marketing: a definition and explication

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Thomas Boysen Anker ◽  
Ross Gordon ◽  
Nadia Zainuddin
Keyword(s):  
Behaviour Change ◽  
Social Marketing ◽  
Social Behaviour ◽  
Methodological Approach ◽  
Active Role ◽  
Future Research ◽  
Primary Role ◽  
Consumer Empowerment ◽  
Content Type ◽  
The Impact

Purpose The emerging consumer-dominant logic of marketing captures consumers’ active and primary role in a range of mainstream marketing processes such as branding, product development and sales. However, consumers’ active role in driving pro-social behaviour change has not yet received close attention. The purpose of this paper is to introduce and explore consumer dominance in social marketing. The authors propose a definition of consumer-dominant social marketing (CDSM) and explicate five key elements which underpin the phenomenon. Design/methodology/approach This conceptual study offers an analysis informed by exemplars with significant representations of consumer-dominant pro-social behaviours and projects. The methodological approach is characterised as “envisioning conceptualisation”, which is explained in terms of MacInnis’ (2011) framework for conceptual approaches in marketing. Findings As a phenomenon, CDSM operationalises the following elements: power, agency, resources, value and responsibility. The authors demonstrate how these elements are interconnected and define their meaning, significance and implications in the context of social marketing and pro-social behaviour change. The authors also identify this new form of social marketing as existing on a continuum depending on the level of involvement or dominance of the consumer and of social marketers; at one end of this continuum, exclusive CDSM is entirely consumer-driven and does not engage with businesses or organisations, while on the other end, inclusive CDSM encompasses partnership with external stakeholders to achieve pro-social behaviour change. Research limitations/implications The existence of inclusive and exclusive CDSM points towards an intricate power balance between consumers, mainstream social marketers and businesses. While this study identifies and explains this substantial distinction, it is an important task for future research to systematise the relationship and explore the optimal balance between consumer activism and involvement of formalised organisations such as charities and businesses in pro-social behaviour change projects. Practical implications The study provides social marketing professionals with an understanding of the benefits of harnessing consumer empowerment to enhance the impact of social marketing interventions. Originality/value The study makes a theoretical contribution by introducing, defining and explicating consumer dominance as a substantive area of social marketing.

Benefits and Barriers of a Social Marketing Campaign Based on the Example of the Child Helpline

2018 ◽  
Vol 6 (1) ◽  
pp. 144-156
Author(s):  
Tiina Hiob ◽  
Mart Soonik
Keyword(s):  
Social Services ◽  
Diffusion Of Innovation ◽  
Social Marketing ◽  
Child Protection ◽  
Quantitative Research ◽  
Qualitative Data ◽  
Research Data ◽  
Marketing Campaign ◽  
Social Marketing Campaign ◽  
The Social

Abstract The Estonian child helpline service launched in 2009 uses a free nationwide 24h Child Helpline phone number. The purpose of the service is to enable everyone to report on children in need, forward the information to specialists and, if necessary, get primary social counselling and crisis counselling for children and other people. The service is provided in accordance with the Estonian Child Protection Act that prescribes that all citizens are required to immediately notify the social services, police or other assistanceproviding authorities about children in need of protection or assistance. This article is based on studies conducted between 2013 and 2015. In the course of the research, data were collected for increasing the effectiveness of the hotline’s communication campaigns. In addition to the general objective of the article, the data collected includes quantitative research mixed with qualitative data that helps to understand the factors that encourage and inhibit the use of the hotline service. The focus is on indicators that illustrate the effectiveness of the diffusion of innovation, and special attention is paid to the results that highlight risk, the existence of mental barriers and trust. Finally, the study analyses the weaknesses of past hotline campaigns and makes some suggestions for future.

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