scholarly journals Social marketing to address attitudes and behaviours related to preventable injuries in British Columbia, Canada

2018 ◽  
Vol 24 (Suppl 1) ◽  
pp. i52-i59 ◽  
Author(s):  
Jennifer Smith ◽  
Xin Zheng ◽  
Kevin Lafreniere ◽  
Ian Pike
Keyword(s):  
Public Health ◽  
British Columbia ◽  
Social Marketing ◽  
Online Survey ◽  
Public Attitudes ◽  
Target Population ◽  
Public Health Issue ◽  
Conscious Thought ◽  
Marketing Campaign ◽  
Social Marketing Campaign

BackgroundSocial marketing is a tool used in the domain of public health for prevention and public education. Because injury prevention is a priority public health issue in British Columbia, Canada, a 3-year consultation was undertaken to understand public attitudes towards preventable injuries and mount a province-wide social marketing campaign aimed at adults aged 25–55 years.MethodsPublic response to the campaign was assessed through an online survey administered to a regionally representative sample of adults within the target age group between 1 and 4 times per year on an ongoing basis since campaign launch. A linear regression model was applied to a subset of this data (n=5186 respondents) to test the association between exposure to the Preventable campaign and scores on perceived preventability of injuries as well as conscious forethought applied to injury-related behaviours.ResultsCampaign exposure was significant in both models (preventability: β=0.27, 95% CI 0.20 to 0.35; conscious thought: β=0.24, 95% CI 0.13 to 0.35), as was parental status (preventability: β=0.12, 95% CI 0.03 to 0.21; conscious thought: β=0.18, 95% CI 0.06 to 0.30). Exposure to the more recent campaign slogan was predictive of 0.47 higher score on conscious thought (95% CI 0.27 to 0.66).DiscussionThis study provides some evidence that the Preventable approach is having positive effect on attitudes and behaviours related to preventable injuries in the target population. Future work will seek to compare these data to other jurisdictions as the Preventable social marketing campaign expands to other parts of Canada.

scholarly journals Ante La Duda, Pregunta: A Social Marketing Campaign to Improve Contraceptive Access during a Public Health Emergency

2020 ◽  
pp. 1-8
Author(s):  
Rachel Powell ◽  
Jackie Rosenthal ◽  
Euna M. August ◽  
Meghan Frey ◽  
Luis Garcia ◽  
...  
Keyword(s):  
Public Health ◽  
Social Marketing ◽  
Public Health Emergency ◽  
Marketing Campaign ◽  
Social Marketing Campaign

Exploring African American Women's Perceptions of a Social Marketing Campaign to Promote HIV Testing

2011 ◽  
Vol 17 (3) ◽  
pp. 39-60 ◽  
Author(s):  
Kevin C. Davis ◽  
Jennifer Uhrig ◽  
Carla Bann ◽  
Doug Rupert ◽  
Jami Fraze
Keyword(s):  
African American ◽  
Hiv Testing ◽  
African American Women ◽  
Social Marketing ◽  
Online Survey ◽  
Perceived Effectiveness ◽  
Marketing Campaign ◽  
American Women ◽  
Social Marketing Campaign ◽  
Hiv Aids

We tested the reliability of a new perceived effectiveness scale for HIV testing media messages and examined whether perceived effectiveness of the Take Charge. Take the Test campaign is predictive of downstream outcomes. We used data from an online survey of young, single, African American women ( N = 428), collected from October 2007 to March 2008. Participants were recruited from online web panels maintained by Knowledge Networks and Survey Sampling International. The survey included a baseline and two longitudinal follow-ups at 2 and 6 weeks post-baseline. African American women aged 18 to 24 years, with annual incomes of less than $20,000, children at home, 3 or more sexual partners, and who only occasionally use condoms were more receptive to the materials. Perceived ad effectiveness significantly predicted 6- and 12-month HIV testing intentions at wave 3 of the survey. Perceived ad effectiveness is an important upstream indicator of ad success beyond impact that may occur from exposure alone. Measures of perceived ad effectiveness should be used to quantitatively pretest future HIV/AIDS-focused social marketing campaign messages. This study is also informative for media planning and other similar future interventions in terms of which types of messages and ads may be effective in promoting HIV/AIDS testing intentions and eventual behaviors.

scholarly journals Public attitudes towards the preventability of transport and non-transport related injuries: Can a social marketing campaign make a difference?

2019 ◽  
Vol 13 ◽  
pp. 179-182
Author(s):  
Mojgan Karbakhsh ◽  
Emilie Beaulieu ◽  
Jennifer Smith ◽  
Alex Zheng ◽  
Kate Turcotte ◽  
...  
Keyword(s):  
Social Marketing ◽  
Public Attitudes ◽  
Marketing Campaign ◽  
Social Marketing Campaign

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.

scholarly journals THE EFFECTIVENESS OF DOVE CAMPAIGN FOR REAL BEAUTY IN AFFECTING CUSTOMERS’ PURCHASE DECISION TOWARD DOVE PRODUCTS

2021 ◽  
Vol 3 (9) ◽  
pp. 244-264
Author(s):  
Dita Indah Syaharani
Keyword(s):  
Social Marketing ◽  
Purchase Intention ◽  
Online Survey ◽  
Survey Methods ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Structured Interviews ◽  
Campaign Strategy ◽  
Marketing Campaign ◽  
Social Marketing Campaign

The emergence of social marketing campaign strategy has encouraged businesses to adopt it as their marketing strategy. However, although nowadays companies are continuously creating unique social marketing campaigns, many of them end up backfiring. Therefore, companies should create campaigns that are able to draw customers to participate and create purchase decisions. Dove brings a campaign that promotes women’s self-esteem through brand building and serves dual goals to make women feel more beautiful and sell more products, called Dove Campaign for Real Beauty. This study aims to analyze how the campaign affects customers’ purchase decisions toward the products. From the study, the factors in the campaign that affect customers’ purchase decisions toward the products will be identified. Finally, this study aims to develop marketing recommendations for the campaign to affect customers’ purchase decisions toward the products. This study uses semi-structured interviews and online survey methods to collect data and uses open coding and PLS-SEM to analyze the relationship between the variables. The results indicate that positive word-of-mouth significantly affects consumer-campaign (CC) identification, perceived cause-related marketing (CRM) motive significantly affects emotional attachment, and affective reaction, brand trust, and brand community significantly affect customers’ purchase decision through attitude toward the campaign, attitude toward the brand, and purchase intention. This study is expected to enhance marketer understandings of how the company could improve purchase decisions through social marketing campaign strategy.

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.

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