Social Marketing

Purpose-The purpose of this paper is to demonstrate the political functions of government-sponsored social marketing campaigns aimed at changing citizens' behaviour and to argue for the reconsideration of the boundaries between political, public sector and social marketing. Design/methodology/approach-Critical discourse analysis of print advertisements and promotional material of a government-sponsored social marketing campaign is used. Findings-The paper identifies the discursive ways in which the campaign influences the public's views of social issues and actors and discusses the role of such campaigns in the redefinition of the relationship between the citizen and the state. Originality/value-The paper contributes to critical perspectives on the wider impact of social marketing activities on democracy by demonstrating the political impact function and effects of campaigns run by governments.

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The rise in the population of the eldest demographics poses challenges as well as opportunities, as although the over-55s are the most knowledgeable when it comes to the dangers of the sun, they are least likely to use sun protection and self-tanning products. However, as they continue to seek tans and the rate of malignant melanoma rises in this group, this offers opportunities both for the sun protection and self-tanning segments.

Background: Public awareness-raising campaigns targeting alcohol use during pregnancy are an important part of preventing prenatal alcohol exposure and Fetal Alcohol Spectrum Disorder. Despite this, there is little evidence on what specific elements contribute to campaign message effectiveness. This research evaluated three different advertising concepts addressing alcohol and pregnancy: a threat appeal, a positive appeal promoting a self-efficacy message, and a concept that combined the two appeals. The primary aim was to determine the effectiveness of these concepts in increasing women's intentions to abstain from alcohol during pregnancy. Methods: Women of childbearing age and pregnant women residing in Perth, Western Australia participated in a computer-based questionnaire where they viewed either a control or one of the three experimental concepts. Following exposure, participants' intentions to abstain from and reduce alcohol intake during pregnancy were measured. Other measures assessed included perceived main message, message diagnostics, and potential to promote defensive responses or unintended consequences. Results: The concepts containing a threat appeal were significantly more effective at increasing women's intentions to abstain from alcohol during pregnancy than the self-efficacy message and the control. The concept that combined threat and self-efficacy is recommended for development as part of a mass-media campaign as it has good persuasive potential, provides a balance of positive and negative emotional responses, and is unlikely to result in defensive or unintended consequences. Conclusions: This study provides important insights into the components that enhance the persuasiveness and effectiveness of messages aimed at preventing prenatal alcohol exposure. The recommended concept has good potential for use in a future campaign aimed at promoting women's intentions to abstain from alcohol during pregnancy.

Physical education (PE) classes provide opportunities for children to be active. This study examined the associations between specific environmental characteristics (teacher characteristics; class size, duration and location; and lesson context) and elementary school-aged children's moderate-to-vigorous activity (MVPA) during PE. Environmental characteristics and student activity levels were measured in 211 third-, fourth-, and fifth-grade PE classes in 74 Texas public schools using SOFIT direct observation. Students engaged in less than half their PE class time in MVPA (38%), while approximately 25% of class time was spent in classroom management. Percent time in MVPA was significantly higher in outdoor classes compared with indoors (41.4% vs. 36.1%, P = .037). Larger (P = .044) and longer (P = .001) classes were negatively associated with percentage of MVPA and positively correlated with time spent in management (P < .001). Findings suggest that children's activity may ...

Background: Substances with performance enhancing properties appear on a continuum, ranging from prohibited performance enhancing drugs (PED) through dietary supplements to functional foods (FF). Anti-doping messages designed to dissuade athletes from using PEDs have been typically based on moralising sport competition and/or employing scare campaigns with focus on the negative consequences. Campaigns offering comparable and acceptable alternatives are nonexistent, nor are athletes helped in finding these for themselves. It is timely that social marketing strategies for anti-doping prevention and intervention incorporate media messages that complement the existing approaches by promoting comparable and acceptable alternatives to doping. To facilitate this process, the aim of this study was to ascertain whether a single exposure knowledge-based information intervention led to increased knowledge and subsequently result in changes in beliefs and automatic associations regarding performance enhancements. Methods: In a repeated measure design, 115 male recreational gym users were recruited and provided with a brief information pamphlet on nitrite/nitrate and erythropoietin as a comparison. Measures of knowledge, beliefs and automatic associations were taken before and after the intervention with at least 24 hours between the two assessments. The psychological tests included explicit measures of beliefs and cognitive attitudes toward FF and PED using a self-reported questionnaire and computerised assessments of automatic associations using the modified and shortened version of the Implicit Association Test. Results: The information based intervention significantly increased knowledge (p < 0.001), changed explicit beliefs in specific FF (p < 0.001) and shifted the automatic association of FF with health to performance (p < 0.001). Explicitly expressed beliefs and automatic associations appear to be independent. Conclusion: Evidence was found that even a single exposure to a persuasive positive message can lead to belief change and can create new or alter existing associations -but only in the specific domain. Interventions to change outcome expectations in a positive way could be a rewarding avenue for anti-doping. Effective social marketing campaigns for drug free sport should follow appropriate market segmentation and use targeted messages via promoting the natural form as opposed to the purified form of the main active ingredient.

This paper reviews theoretical and empirical evidence relating to the effectiveness of fear (threat) appeals in improving driver safety. The results of the review highlight the mixed and inconsistent findings that have been reported in the literature. While fear arousal appears important for attracting attention, its contribution to behaviour change appears less critical than other factors, such as perceptions of vulnerability and effective coping strategies. Furthermore, threatening appeals targeting young males (a high-risk group of concern) have traditionally relied on the portrayal of physical harm. However, the available evidence questions the relevance, and hence effectiveness, of strong physical threats with this group. Consequently, further research is required to determine the optimum way to utilise fear in road safety advertising, as well as the type of threat(s) most effective with different road users.

This article aims to identify major changes in the development and implementation of strategies for Social Marketing (MS) employed by the brewing industry before the picture of new control property, as well as identifying specific local strategic direction resulting from this change. The study is qualitative in nature, covering the method of exploratory and descriptive research, which was classified as a case study. Data collection was done in two time periods in 2005 and 2009, three years
after the property exchange controller, comprising thus a longitudinal cross-sectional. Data collection was accomplished through the use of a personal interview at first and then by applying online questionnaire. The results obtained, it could be seen that the national and local strategies interact and
are directed according to local needs, as well as to the objectives of this study, it is said that the changes of ownership were not mainsprings for the strategic direction social marketing, since the activities were already developed locally prior to purchase. The changes in the development and
implementation of strategies for MS are set nationally and locally, and in both properties, companiesare looking to associate their names to social activities and do not associate them with beer product itself, which is facilitated when there is regional action.

The continuum ofvalues and principles eVIe'ent in (urrent health promotion practice. Article Focus of value or principle Worldview17 Epistemology19 Holistic, ecological, salutogenic health promotion value or principle Organic Constructionist, Subjectivist Description of each end of the values and principles continuum Seeing the world as a living, breathing, dynamic, whole as opposed to seeing the world as an unchanging, static machine. Acknowledging that all peopleareconnected and that collectively they construct knowledge and understanding abouttheir worlds, as distinct from believing that there is only one truth that isascertained by an objective observer. Conventional health promotion value or principle Mechanistic Objectivist Reductionist, Positivist Science 2 ,5,l l Ecological Using the science of ecology, which recognises that people existin multipleecosystems, from the individual level, to the family, group, community and population level. All parts within the whole system affecteach other, and the whole isgreater than the sum of the parts. Ecological science incorporates the tenets of connectedness, complementarity, uncertainty and non-locality. Thisprincipleisdistinctfrom reductionism or positivism, in which understanding aboutthe whole comes from simply understanding each part. Health paradigm 11 ,17

This paper proposes that stigma in relation to people with mental illness can be understood as a combination of problems of knowledge (ignorance), attitudes (prejudice) and behaviour (discrimination). From a literature review, a series of candidate interventions are identified which may be effective in reducing stigmatisation and discrimination at the following levels: individuals with mental illness and their family members; the workplace; and local, national and international. The strongest evidence for effective interventions at present is for (i) direct social contact with people with mental illness at the individual level, and (ii) social marketing at the population level.

This paper investigates: (1) whether high school students overestimate gun carrying by their peers, and (2) whether those students who overestimate peer gun carrying are more likely to carry firearms. Data come from a randomly sampled survey conducted in 2008 of over 1700 high school students in Boston, MA. Over 5% of students reported carrying a gun, 9% of boys and 2% of girls. Students substantially overestimated the percentage of their peers who carried guns; the likelihood that a respondent carried a gun was strongly associated with their perception of the level of peer gun carrying. Most respondents believed it was easier for other youth to obtain guns than it was for them. Social marketing campaigns designed to lower young people's perceptions about the prevalence of peer gun carrying may be a promising strategy for reducing actual gun carrying among youth. Ó

Social marketing is contributing to a number of fields of research and the successful application of marketing tools and techniques in social issues is well established. Gordon’s (2013) Special Edition of the Journal of Social Marketing (Vol 3 Issue 3) challenged social marketing researchers to consider their endeavours in terms of new and fresh approaches. This issue challenges the social marketing domain to go beyond behaviour change and consider how social marketing can contribute to the fields of social innovation, social change, social advocacy and to develop macro or meso level social good (Kotler, 2013; Lusch, 2013). Social marketers must work across the various levels to enhance social good, this means that they must focus on activities and programs that go beyond behaviour change. Behaviour change contributes to and happens within the context of broader social change, while social change can manifest, demand, condition, or inhibit desirable change in human behaviour.

In this article, we focus at a key concept of today’s healthcare, namely responsibility. Personal responsibility is so important today because it is obvious that the way society is organized, many people are facing a lot of difficulties to live their lives in a responsible way. We explicitly obtain an analysis of responsibility from a view which avoids the binary thinking which is so remarkably present in today’s health care discourse. The aim of this pilot study is therefore to open up the horizon of the use of responsibility in today’s healthcare. We develop the notion of ‘co-responsibility’ to understand how individuals, despite the fact they are responsible for their own agency, are always also affected by an ought which contaminates their efforts to fulfill their duties and obligations. We discuss co-responsibility not as conclusion or a magic formula to all problems, but as a new starting point of which we have to explore the opportunities for current and future health care dilemmas.

Background: Commercial food marketing has considerably shaped consumer food choice behaviour. Meanwhile, public health campaigns for healthier eating have had limited impact to date. Social marketing suggests that successful commercial food marketing campaigns can provide useful lessons for public sector activities. The aim of the present study was to empirically identify food marketing success factors that, using the social marketing approach, could help improve public health campaigns to promote healthy eating. Methods: In this case-study analysis, 27 recent and successful commercial food and beverage marketing cases were purposively sampled from different European countries. The cases involved different consumer target groups, product categories, company sizes and marketing techniques. The analysis focused on cases of relatively healthy food types, and nutrition and health-related aspects in the communication related to the food. Visual as well as written material was gathered, complemented by semi-structured interviews with 12 food market trend experts and 19 representatives of food companies and advertising agencies. Success factors were identified by a group of experts who reached consensus through discussion structured by a card sorting method. Results: Six clusters of success factors emerged from the analysis and were labelled as "data and knowledge", "emotions", "endorsement", "media", "community" and "why and how". Each cluster subsumes two or three success factors and is illustrated by examples. In total, 16 factors were identified. It is argued that the factors "nutritional evidence", "trend awareness", "vertical endorsement", "simple naturalness" and "common values" are of particular importance in the communication of health with regard to food. Conclusions: The present study identified critical factors for the success of commercial food marketing campaigns related to the issue of nutrition and health, which are possibly transferable to the public health sector. Whether or not a particular factor contributes to future success depends on the specific context of use, the combination of factors and the environment. Consideration of the specific applicability of the success factors identified in this study during the design of marketing activities could benefit public sector food and health-related campaigns.

Australia has the highest incidence of skin cancer in the world. Skin cancer is the most common form of cancer in Australia, with incidence rates outnumbering all other forms of cancer by more than three to one. The Australian health system spends more money on the diagnosis and treatment of skin cancer than on any other cancer, an estimated $420m each year. The majority of these skin cancers could be prevented if the public could be persuaded to adequately protect themselves from the sun.

Drawing on submissions to the 2006-2007 New Zealand Inquiry into Obesity and Type 2 Diabetes, this article outlines how the food and marketing industries (industry) and the public health sector framed the issue of obesity. The analysis revealed that industry framed obesity as a consequence of poor lifestyle choices attributed largely to knowledge, cultural or other character deficits. Industry argued that lack of physical activity rather than increased food consumption was the dominant cause of obesity. In contrast, public health groups positioned obesity as a normal response to an obesogenic environment, characterized by the ubiquitous marketing and availability of low-cost, energy-dense/nutrient-poor foods. For public health groups, increased consumption of energy-dense/nutrient-poor foods was positioned as the dominant cause of obesity. Many public health submitters also suggested that social inequalities contributed to obesity. Industry emphasized education as the key solution t...

South Africa’s educational landscape is scarred with economic and educational inequalities. South African tertiary education today has to deal with a variety of challenges including the lack of funding, both on the student’s side and on the side of the institution.  The most prominent challenge relevant to our research is the extensive lack of skills and knowledge of students when coming from secondary school where they are rarely exposed to cognitive skills. Our students struggle to understand the notion of a ‘concept’ or ‘metaphor’ in an artwork: that art is not just representative or aesthetic, but communicates a message, an idea, a criticism, or appreciation. This requires creative and critical thinking. We present a case study of a drawing and animation project that aimed to facilitate this. We argue that through the integration of art theory and drawing practice, students came to understand not only how to detect critical thinking by other artists, but how to implement concepts, metaphors, or symbols in their own work. Through this project we explored drawing
• as a bridge to close the gap between theory and practice,
• as a tool for creative and critical thinking, and
• as a means to introduce technology on a basic (low-cost) level.
We found that our integrated approach narrowed the theory/practice gap and enhanced creative and critical thinking, resulting in student work of greater conceptual quality.

Sabor, Sazón y Aromas de Peruanidad se presenta en el contexto de la celebración de 200 años del Bicentenario del Perú. Hernán J Gonzales Espinoza, nos llevan a un viaje gastro cultural.  Los sabores y aromas de las cocinas de nuestros antepasados constituyen el legado milenario de la cultura gastronómica del Perú, en incesante creación, arte y aceptación. La gastronomía también ha evolucionado con el paso del tiempo hasta convertirse en un importante capital y que se adapta a la nueva normalidad obligada por el COVID-19, con los ojos del mundo en el Perú bicentenario.

El contenido de esta obra pone en valor la cultura gastronómica. El sociólogo Hernán J. Gonzales Espinoza, nos presenta un recorrido histórico sociológico de las cocinas del Perú y los cocineros y cocineras que han sido artífices de esta ruta gastronómica en sus ambiente y regiones.
La gastronomía también ha evolucionado con el paso del tiempo hasta convertirse en un importante capital que ha puesto los ojos del mundo en el Perú bicentenario. La gastronomía peruana, con sus sabores, fusiones y colores, es una fortaleza indiscutible que nos acompaña en estos 200 años de vida republicana y que sigue sorprendiendo al mundo. 

El libro destaca que la gastronomía peruana posee esa “La versatilidad alcanzada tiene capacidad de anudar las culturas locales, migrantes  e inmigracioncitas y está vinculado en más de 200 años a diversas personalidades, manuscritos y recetas; ahora esta nueva recreación nos hace destacar al Chef peruano Gastón Acurio, quien es reconocida celebridad de la gastronomía contemporánea , hoy es un gran investigador, empresario “En este París, aprendí todo lo que luego apliqué a mi cocina: el amor al terruño”, se refiere al lugar donde fue formado y su identidad con la peruanidad, también destaca al cocinero Javier Wong Chong y el despliegue de innumerables y destacados maestros(as) en diversos programas televisivos.

He rescatado este documento del olvido. Es una propuesta de segmentación de audiencias para optimizar la comunicación de una reforma tan importante como la educativa. Incluye un documento base de estrategia de la reforma de esta política pública.

Objective: MoveU is a social marketing initiative aimed at increasing moderate-tovigorous physical activity (MVPA) among undergraduate students. Using the Hierarchy of Effects model (HOEM), this study identified awareness of MoveU and examined associations between awareness, outcome expectations, self-efficacy, intentions and MVPA. Participants: Students (N = 2,784) from a Canadian university in March 2013. Methods: A secondary analysis of the National College Health Assessment-II survey and measures specific to the MoveU campaign. The main associations were examined in a path analysis. Results: MoveU awareness (36.4%) was lower than other well-established university health campaigns. Younger students, females, and individuals living on campus were more likely to be aware of MoveU. The HOEM was supported, and improvements in model fit were evident with additional direct relationships between outcome expectancy and intention, and between self-efficacy and MVPA. Conclusions: Downloaded by [University of Toronto Libraries] at 08:16 06 April 2015 ACCEPTED MANUSCRIPT ACCEPTED MANUSCRIPT 2 The intended population was aware of the campaign. The HOEM was useful in the development and evaluation of the MoveU campaign. Longitudinal studies are needed to further test the efficacy of the HOEM in the social marketing of physical activity.

In line with increasing concerns regarding environmental sustainability, research on how proenvironmental values, beliefs and attitudes relate to sustainable practices has substantially grown in the last decade. Much of the current research in this area is based on the premise that attitudes lead to behaviours, although only weak links have been found between the two concepts.

Background: Like many sub-Saharan African countries, Zambia is dealing with major health issues, including HIV/AIDS, family planning, and reproductive health. To address reproductive health problems and the HIV/AIDS epidemic in Zambia, several social marketing and health communication programs focusing on reproductive and HIV/AIDS prevention programs are being implemented. This paper describes the reach of these programs and assesses their impact on condom use.

Organic and other environmental and social marketing devices seek to connect producers and consumers more directly and reward environmentally and socially superior production systems. Some researchers have observed that these schemes may introduce mechanisms of exclusion, creating an elite group of certified smallholders while putting non-certified farmers at a distinct disadvantage and introducing division among people whose true interest may lie more in relations of solidarity and cooperation. The trade and regulatory environment that smallholder coops must navigate is increasingly complex and adaptation to its requirements has important implications for farmer organizations. Standards applied to certify smallholder production systems tend to be developed with regard to first-world consumer interests and imposed in a top-down fashion by certification agencies and intermediaries, with little or no farmer participation. Especially in the tropics, agricultural standards that reflect temperate country conditions may place unnecessary burdens on growers who attempt to meet agronomic norms that are irrelevant to local agroecologies. After providing a summary of organic farming and certification in Mexico over the past two decades, we discuss three emerging trends: the advent of contract agriculture in organic production, the appearance of a new, environmentally-based coffee certification system intended to favor bird conservation, and a recent government program to support transition to organic production. All three trends involve certain contradictions, both with the foundational social and ecological goals of organic agriculture and with the interests of small farmers. r

The prevalence of overweight youth in the United States has increased remarkably over the last two decades. Overweight and obese youth are at elevated risk for chronic diseases and other adverse health conditions. The foods and beverages that youth access at school (e.g., in a la carte food lines, in vending machines, and in school stores) contribute to overweight and obesity. Enacting policy to ban or restrict unhealthy food and beverage products at school can play a role in managing the epidemic of obesity. School board members are, therefore, a priority audience for introducing healthier food and beverage alternatives through articulation of specific policy initiatives. Under the leadership of California Project LEAN (Leaders Encouraging Activity and Nutrition), a social marketing campaign was directed at California school board members to motivate them to advance nutritionrelated policy issues at school board meetings, and to enact and enforce school policies that support healthy eating. In less than two years after implementing the campaign, a significant increase in nutrition-related issues on school board meeting agendas occurred, more favorable nutrition-related policies became enacted, and school board members reported greater readiness to support school nutrition-related issues. Details of campaign development, implementation, and impact are reported.

A Strategy and Execution plan for a Breast Cancer awareness activity, this document includes approaches to integrating communication channels and sponsorship considerations. This is just a sample. The complete work includes budget templates in MS Excel, at http://bit.ly/Communications-Plan-for-Breast-Cancer-Awareness

BENEFITS OF THIS DOCUMENT
-Know the various elements involved
-Understand which communication channels to integrate
-How can you make sponsors more willing to support your event?

Despite significant government efforts to
bolster individual philanthropy, giving by
individuals (as a percentage of household
income) has remained remarkably static and
participation in many western countries is
declining. This article explores the role that
governments might play in facilitating
growth, from a social marketing perspective.
Drawing on research from multiple domains
this article proposes an easily accessible and
actionable framework (1) to inform public
policy and (2) to guide further impactful
academic research, with the objective of
increasing both participation in, and the
monetary value of, individual giving.

ترجمه کتاب
Social Marketing for Recycling in OHIO; A Guide to Understanding, Planning and  Conducting Social Marketing Projects

لندیس، دیوید (1390) .بازاریابی اجتماعی بازیافت در اوهایو. ترجمه محمدرضا جوادی یگانه و علیرضا صادقی. تهران: طرح آینده (برای معاونت خدمات شهری شهرداری تهران).

This article makes three conceptual advances toward a theory of positive marketing. First, the article distinguishes what constitutes positive marketing in contrast to other pro-social marketing concepts: cause, green, and social marketing. Positive marketing is defined as any marketing activity that creates value for the firm, its customers, and society. Second, the article elaborates on how positive marketing works using contemporary examples and practice theory. Positive marketing is shown to have two dominant forms from a practice theory perspective: material-meaning innovations and practice innovations. Third, the article explains why positive marketing occurs. Augmenting the multilevel pressure theory of corporate social innovation, two additional antecedents of positive marketing are theorized: activist executives and networked customers. The concluding discussion identifies strategies for organizational success, limitations of positive marketing, and avenues for future research.

Green information technologies and systems refer to initiatives and programs that directly or indirectly address environmental sustainability in organizations. Although practitioners have begun to focus on 'Green IT', there is little research in this area. To set the stage for this research, we develop a multilevel research framework to guide future research. To do so, we review the existing green information technology and systems literature, and also draw more broadly from research that addresses environmental sustainability in the management, environmental psychology, and social marketing domains. From this review, we identify important research gaps and present a set of propositions to guide future research.

Purpose This purpose of this study was to investigate how consumers’ degree of rurality and preference for specific ad types are associated with their attitude toward femvertising (pro-female advertising). Design/methodology/approach An online survey of US-based respondents over 18 years of age was administered by Qualtrics Panels from February 7 to February 15, 2018. The final sample included 418 respondents. Findings The more urban the respondents’ location was, the more educated they were, leading to more support for gender equality but not a more positive attitude to femvertising. Liking of ads described as “funny,” “with a message” and “emotional” was associated with a more positive attitude toward femvertising. Research limitations/implications The findings were limited by the use of a convenience sample and the limited variance in participants’ rurality owing to the prevalence of respondents based in or near metropolitan areas. Future research should seek to understand how, i...