Adolescents encouraging healthy lifestyles through a peer‐led social marketing intervention: Training and key competencies learned by peer leaders

Purpose – Despite the importance of theory as a driving framework, many social marketers either fail to explicitly use theory as the basis of designing social marketing interventions or default to familiar theories which may not accurately reflect the nature of the behavioural issue. The purpose of this paper is therefore to propose and demonstrate the social marketing theory (SMT)-based approach for designing social marketing interventions, campaigns or tools. Design/methodology/approach – This conceptual paper proposes a four-step process and illustrates this process by applying the SMT-based approach to the digital component of a social marketing intervention for preventing domestic violence. Findings – For effective social marketing interventions, the underpinning theory must reflect consumer insights and key behavioural drivers and be used explicitly in the design process. Practical implications – Social marketing practitioners do not always understand how to use theory in the design of interventions, campaigns or tools, and scholars do not always understand how to translate theories into practice. This paper outlines a process and illustrates how theory can be selected and applied. Originality/value – This paper proposes a process for theory selection and use in a social marketing context.

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Encouraging the installation of rollover protective structures in New York State: the design of a social marketing intervention

Scandinavian Journal of Public Health ◽

10.1177/1403494808089655 ◽

2008 ◽

Vol 36 (8) ◽

pp. 859-869 ◽

Cited By ~ 15

Author(s):

Julie A. Sorensen ◽

John May ◽

Ronne Ostby-Malling ◽

Tom Lehmen ◽

John Strand ◽

...

Keyword(s):

New York ◽

Social Marketing ◽

New York State ◽

York State ◽

Protective Structures ◽

Marketing Intervention

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Midstream social marketing intervention to influence retailers’ compliance with the minimum legal drinking age law

Journal of Social Marketing ◽

10.1108/jsocm-05-2015-0030 ◽

2016 ◽

Vol 6 (2) ◽

pp. 104-120 ◽

Cited By ~ 5

Author(s):

Tanja Kamin ◽

Daša Kokole

Keyword(s):

Social Marketing ◽

Post Intervention ◽

Excessive Alcohol Consumption ◽

Content Type ◽

The Social ◽

Drinking Age ◽

Quasi Experimental ◽

Minimum Legal Drinking Age ◽

Marketing Intervention ◽

Marketing Approach

Purpose Alcohol availability is strongly related to excessive alcohol consumption. This study aims to examine social marketing’s response to concerns about retailers’ noncompliance with the minimum legal drinking age (MLDA) law by proposing and evaluating a social marketing intervention directed at sellers in off-premise stores. Design/methodology/approach The study is based on a non-randomized quasi-experimental design, focusing on an evaluation of the implementation of the “18 rules!” intervention in four cities in Slovenia. Two waves of underage purchase attempts were conducted pre- and post-intervention in 24 off-premise businesses, following a mystery shopping protocol. Findings The initial rate of retailers’ noncompliance with the MLDA law in off-premise establishments was high. After the social marketing intervention, an increase with compliance with the law was observed; the proportion of cashiers selling alcohol to minors after the intervention decreased from 96 to 67 per cent. Qualitative insight suggests an existence of retailers’ dilemma in complying with the MLDA. Research limitations/implications A social marketing approach could contribute to a better understanding of the social working of the MLDA law. Practical implications A social marketing approach could complement the usual enforcement strategies and contribute to a better understanding of the social working of the MLDA law, and encourage deliberate retailers’ compliance with it while developing valuable exchanges among people and stakeholders. Originality/value The paper conceptualizes retailers’ dilemma in complying with the minimal legal drinking age law and offers social marketing response to it. Results of the study show that also solely non-coercive measures have the potential in increasing retailers’ compliance with regulations.

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The Positive Choices trial: study protocol for a Phase-III RCT trial of a whole-school social marketing intervention to promote sexual health and reduce health inequalities

Trials ◽

10.1186/s13063-021-05793-6 ◽

2021 ◽

Vol 22 (1) ◽

Author(s):

Ruth Ponsford ◽

Rebecca Meiksin ◽

Elizabeth Allen ◽

G. J. Melendez-Torres ◽

Steve Morris ◽

...

Keyword(s):

Sexual Health ◽

Social Marketing ◽

Sexual Debut ◽

Trial Registration ◽

Phase Iii ◽

Relationship Violence ◽

First Sex ◽

Sexually Transmitted ◽

Whole School ◽

Marketing Intervention

Abstract Background Positive Choices is a whole-school social marketing intervention to promote sexual health among secondary school students. Intervention comprises school health promotion council involving staff and students coordinating delivery; student survey to inform local tailoring; teacher-delivered classroom curriculum; student-run campaigns; parent information; and review of sexual/reproductive health services to inform improvements. This trial builds on an optimisation/pilot RCT study which met progression criteria, plus findings from another pilot RCT of the Project Respect school-based intervention to prevent dating and relationship violence which concluded such work should be integrated within Positive Choices. Young people carry a disproportionate burden of adverse sexual health; most do not report competence at first sex. Relationships and sex education in schools can contribute to promoting sexual health but effects are small, inconsistent and not sustained. Such work needs to be supplemented by ‘whole-school’ (e.g. student campaigns, sexual health services) and ‘social marketing’ (harnessing commercial marketing to social ends) approaches for which there is good review-level evidence but not from the UK. Methods We will conduct a cluster RCT across 50 schools (minimum 6440, maximum 8500 students) allocated 1:1 to intervention/control assessing outcomes at 33 months. Our primary outcome is non-competent first sex. Secondary outcomes are non-competent last sex, age at sexual debut, non-use of contraception at first and last sex among those reporting heterosexual intercourse, number of sexual partners, dating and relationship violence, sexually transmitted infections, and pregnancy and unintended pregnancy for girls and initiation of pregnancy for boys. We will recruit 50 school and undertake baseline surveys by March 2022; implement the intervention over the 2022–2024 school years and conduct the economic and process evaluations by July 2024; undertake follow-up surveys by December 2024; complete analyses, all patient and policy involvement and draft the study report by March 2025; and engage in knowledge exchange from December 2024. Discussion This trial is one of a growing number focused on whole-school approaches to public health in schools. The key scientific output will be evidence about the effectiveness, costs and potential scalability and transferability of Positive Choices. Trial registration ISRCTN No: ISRCTN16723909. Trial registration summary: Date:. Funded by: National Institute for Health Research Public Health Research Programme (NIHR131487). Sponsor: LSHTM. Public/scientific contact: Chris Bonell. Public title: Positive Choices trial. Scientific title: Phase-III RCT of Positive Choices: a whole-school social marketing intervention to promote sexual health and reduce health inequalities. Countries of recruitment: UK. Intervention: Positive Choices. Inclusion criteria: Students in year 8 (age 12–13 years) at baseline deemed competent by schools to participate in secondary schools excluding pupil referral units, schools for those with special educational needs and disabilities, and schools with ‘inadequate’ Ofsted inspections. Study type: interventional study with superiority phase III cluster RCT design. Enrollment: 1/9/21-31/3/22. Sample size: 50 schools and 6440–8500 students. Recruitment status: pending. Primary outcome: binary measure of non-competent first sex. Secondary outcomes: non-competent last sex; age at sexual debut; non-use of contraception at first and last sex; number of sexual partners; dating and relationship violence (DRV) victimisation; sexually transmitted infections; pregnancy and unintended pregnancy for girls and initiation of pregnancy for boys using adapted versions of the RIPPLE measures. Ethics review: LSHTM research ethics committee (reference 26411). Completion data: 1/3/25. Sharing statement: Data will be made available after the main trial analyses have been completed on reasonable request from researchers with ethics approval and a clear protocol. Amendments to the protocol will be communicated to the investigators, sponsor, funder, research ethics committee, trial registration and the journal publishing the protocol. Amendments affecting participants’ experience of the intervention or important amendments affecting the overall design and conduct of the trial will be communicated to participants.

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1% low-fat milk has perks!: An evaluation of a social marketing intervention

Preventive Medicine Reports ◽

10.1016/j.pmedr.2016.11.017 ◽

2017 ◽

Vol 5 ◽

pp. 144-149 ◽

Cited By ~ 7

Author(s):

Karla Jaye Finnell ◽

Robert John ◽

David M. Thompson

Keyword(s):

Social Marketing ◽

Low Fat ◽

Marketing Intervention

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Social marketing: an Islamic perspective

Journal of Islamic Marketing ◽

10.1108/jima-12-2016-0105 ◽

2019 ◽

Vol 11 (4) ◽

pp. 863-881 ◽

Cited By ~ 1

Author(s):

Mahamudul Hasan

Keyword(s):

Social Marketing ◽

Research Work ◽

Critical Approach ◽

Content Type ◽

Muslim Countries ◽

Starting Point ◽

New Perspective ◽

Conceptual Study ◽

Marketing Principles ◽

Marketing Intervention

Purpose The purpose of this study is to propose and develop a new perspective in Islamic Marketing by Integrating Islamic Marketing principles and the conventional Social Marketing discipline. Design/methodology/approach This is a conceptual study that is based on academic contributions gathered from the works of key academicians of Islamic Marketing and Social Marketing discipline. The author also presents personal viewpoints regarding the discipline. Conventional social marketing practices in various Muslim and non-Muslim countries have been studied with theoretical discussions. A critical approach has been applied in this study to assimilate Islamic marketing principles with existing social marketing theories. Findings The author proposes a distinct discipline of Islamic Marketing, which is termed as Islamic Social Marketing. The new discipline has been compared with conventional social marketing framework and practices to demonstrate its distinctive features. The critical analysis and discussion exhibit that the proposed new discipline has both similarities and dissimilarities with present social marketing theories and practices. Originality/value This study contributes to Islamic Marketing discipline by proposing a unique field that has been termed as “Islamic Social Marketing”. Although many studies have been conducted on Islamic marketing, the analysis of social marketing in light of Islamic Marketing principles remains clearly in a vacuum-like situation. The current research work is a starting point for academic discussions on this issue that can provide guidelines to develop social marketing intervention programs for Muslim-dominated societies and assist Islamic value-driven social marketing practitioners.

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Eating Behaviors in Australian Military Personnel: Constructing a System of Interest for a Social Marketing Intervention

Social Marketing Quarterly ◽

10.1177/1524500420948487 ◽

2020 ◽

Vol 26 (3) ◽

pp. 229-243 ◽

Cited By ~ 1

Author(s):

Renata Anibaldi ◽

Julia Carins ◽

Sharyn Rundle-Thiele

Keyword(s):

Systems Thinking ◽

Social Marketing ◽

Healthy Eating ◽

Military Personnel ◽

Eating Behaviors ◽

Alternative Methods ◽

Supply Side ◽

Leverage Points ◽

Unhealthy Eating ◽

Marketing Intervention

Background: Eating behaviors are complex and have particular significance for military personnel who require sound nutrition to support health and physical fitness for job performance. Policies and guidelines for the provision of nutritionally appropriate food/drink on base and in the field do exist; however, many military personnel have poor dietary habits, and these habits are evident early in their career. Social marketing could assist in changing unhealthy eating behaviors of personnel through implementation of feasible interventions co-created with stakeholders that are valued by Australian Defence Force (ADF) personnel. : The article reports the first phase of a systemic co-inquiry into unhealthy eating behaviors of military personnel. This study aimed to gain an initial framing of the problem situation and thus hypothesize a “system of interest” in which to conduct future work. Research questions What components (e.g., ideas, objects, attributes, activities) are perceived to be relevant for eating behaviors in military personnel? Do interrelationships and interconnections among components suggest how unhealthy eating behaviors may emerge? Are there places that suggest viable leverage points as opportunities for changing unhealthy eating behaviors through delivery of offerings that ADF personnel value? Program Design/Approach: This study was part of a systemic inquiry approach. Methods: Data for the study included document analysis and 14 semi-structured depth interviews with ADF stakeholders. Data were thematically analyzed to construct a system of interest in which to explore how eating behaviors emerge among personnel and ADF-controlled leverage points that can be used to increase healthy eating for ADF personnel through social marketing intervention. Results: The data analysis identified alternative systems of interest in which to explore how eating behaviors emerge among personnel. Demand and supply side leverage points were identified. On the supply side, the encouragement of patronage through menu innovation, investment in facilities, cooking skills training, and auditing provision were opportunities for social marketing intervention. On the demand side, education and training coupled with communications that challenge cultural and regulatory norms and link to military values were areas that programs seeking to increase healthy eating in ADF personnel could focus on. Importance to the Social Marketing Field: As an approach for addressing “wicked” problems, the application of systems thinking in social marketing has privileged an ontological concept of system as a metaphor for reality. This approach assists in expanding the focus of change beyond the individual to include factors in social, economic, and policy environments. By using systems thinking as an epistemological device, this article offers an approach that may be applied to overcome practical and philosophical limitations in the application of systems thinking. Recommendations for Research or Practice: Research on alternative methods for applying systems thinking is recommended to strengthen the potential of system approaches in the field of social marketing. Limitations: This study is part of a broader program, and its findings on the problem of unhealthy eating behaviors in ADF are preliminary. Limitations specific to the study include the possibility of “reductionism” in stakeholder identification and self-selection bias in participation.

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