Program Evaluation of a Sanitation Marketing Campaign Among the Bai in China

2015 ◽  
Vol 21 (1) ◽  
pp. 37-50 ◽  
Author(s):  
Mary Kathryn Dickey ◽  
Robert John ◽  
Helene Carabin ◽  
Xiao-Nong Zhou
Keyword(s):  
Social Marketing ◽  
Consumer Satisfaction ◽  
Assessment Tool ◽  
Minority Group ◽  
Formative Research ◽  
Marketing Campaign ◽  
Social Marketing Campaign ◽  
The Social ◽  
Participatory Assessment ◽  
Marketing Intervention

This social marketing campaign among the Bai ethnic minority group in Eryuan County, Yunnan, China, documents a community-based intervention to increase household toilet building and use in an effort to reduce cysticercosis. The formative research for the development of the social marketing campaign included the use of door-to-door surveys, a rural participatory assessment tool called the “ten-seed technique,” a baseline human neurocysticercosis study, and focus group discussions. Based on the formative research, a toilet-building campaign was implemented in two intervention villages. The results of this social marketing intervention are contrasted with the results of a traditional “outside-expert” approach conducted by a government agency in the two comparison villages. Although marginally fewer toilets were built in the intervention villages, a post-campaign consumer satisfaction survey revealed that satisfaction with and use of the toilets built using the social marketing approach were much greater. This study is the first to report the use of the social marketing of toilets in China and the first to report the use of the social marketing of household toilets as an intervention to reduce cysticercosis.

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.

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.

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.

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