Challenges in conducting social marketing-based alcohol prevention trials in schools

2020 ◽  
pp. 72-88
Author(s):  
Christiane Stock ◽  
Timo Dietrich ◽  
Lotte Vallentin-Holbech ◽  
Sharyn Rundle-Thiele
Keyword(s):  
Social Marketing ◽  
Alcohol Prevention ◽  
Prevention Trials

scholarly journals Social marketing as a tool for alcohol prevention for Dutch adolescents 12 – 18 years

2013 ◽  
Vol 23 (suppl_1) ◽  
Author(s):  
M Janssen ◽  
J Mathijssen ◽  
M van Bon – Martens ◽  
H van Oers ◽  
H Garretsen
Keyword(s):  
Social Marketing ◽  
Alcohol Prevention

scholarly journals Effectiveness of alcohol prevention interventions based on the principles of social marketing: a systematic review

2013 ◽  
Vol 8 (1) ◽  
Author(s):  
Meriam M Janssen ◽  
Jolanda JP Mathijssen ◽  
Marja JH van Bon–Martens ◽  
Hans AM van Oers ◽  
Henk FL Garretsen
Keyword(s):  
Systematic Review ◽  
Social Marketing ◽  
Alcohol Prevention ◽  
Prevention Interventions

Effectiveness of alcohol-prevention social marketing in the presence of alcohol advertising

2019 ◽  
Vol 9 (3) ◽  
pp. 309-328
Author(s):  
Nopphol Witvorapong ◽  
Watcharapong Ratisukpimol ◽  
Somtip Watanapongvanich
Keyword(s):  
Alcohol Consumption ◽  
Social Marketing ◽  
Evaluation Studies ◽  
Alcohol Prevention ◽  
Cross Sectional ◽  
Alcohol Advertising ◽  
Content Type ◽  
Campaign Evaluation ◽  
Social Marketing Campaign ◽  
The Government

Purpose The purpose of this paper is to evaluate the effectiveness of a national alcohol-prevention social marketing campaign in Thailand, investigating specifically the competing forces of the campaign vis-à-vis alcohol advertising. Design/methodology/approach Based on repeated cross-sectional, nationally representative data from the 2011-2014 Annual Survey of Buddhist Lent Campaign Evaluation (N = 10,133), a generalized ordered logit (partial proportional odds) model is used. The outcome of interest is self-reported alcohol consumption during the campaign period, compared to before. The main explanatory variables include exposure to the campaign and exposure to alcohol advertising. Findings Results show that exposure to the campaign and exposure to alcohol advertising positively and negatively influence alcohol consumption, respectively. Compared to those with one type of exposure and those without any exposure to alcohol-related messages, drinkers with exposure to both the campaign and alcohol advertising are estimated to have the highest probability of drinking reduction during the campaign period. Originality/value The paper highlights the importance of accounting for a countervailing force (in this case, alcohol advertising) in campaign evaluation studies. It also suggests that alcohol-control social marketing be continued and that the government should disseminate alcohol-prevention messages in a balanced manner, ensuring that both costs and benefits of alcohol consumption are well-understood by the intended audience.

Risky Business: Misperceived Norms of Sexual Behavior Among College Students

NASPA Journal ◽  
2004 ◽  
Vol 42 (1) ◽  
Author(s):  
Joseph Lynch ◽  
Rebecca Mowrey ◽  
Gordon Nesbitt ◽  
Daniel F O'Neill
Keyword(s):  
College Students ◽  
Sexual Behavior ◽  
Sexual Activity ◽  
Social Marketing ◽  
Sexual Behaviors ◽  
Marketing Strategies ◽  
Alcohol Prevention ◽  
Dramatic Difference ◽  
Unsafe Sexual Behaviors ◽  
Risky Business

Do students accurately perceive the sexual behavior of their peers? The results of this study indicate a dramatic difference between students’ self-reported sexual behavior and their perceptions of peer sexual behavior. Specifically, students tend to overestimate the potentially risky sexual activity of their peers. The data also challenge popular myths regarding the sexual behavior of Greek and athlete populations. As with alcohol prevention efforts, the disparity between behavior and perception raises the question of whether social marketing strategies may be effective in lowering the incidence of unsafe sexual behaviors among college students.

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