Service Campaign Research Articles

Rethinking Transit Safety: Understanding and Addressing Gender-Based Harassment and Enhancing Safety on San Francisco’s Muni Transit System

The goal of this research is to support prioritizing safety on the Muni system from a gender equity lens. This work is specifically aimed to inform the Safety Equity Initiative of the San Francisco Municipal Transportation Agency (SFMTA). Using a mixed-method approach, we surveyed Muni transit riders ( n = 1,613) to explore their travel behaviors, experiences with gender-based harassment, and perceptions of safety while riding Muni. We find that the pervasiveness of gender-based harassment on the Muni public transit system is significant, with 67% of our sample reporting that they have experienced harassment in the last six months. Perceptions of safety are also quite low, with 68% always or often feeling safe while riding Muni during the daytime and only 32% feeling safe at nighttime. We found that certain populations are disproportionately victimized while riding transit with statistically significant differences across both perception of safety and experiences of harassment between women versus men, gender minorities versus cis gender people, transit dependent riders versus those who have access to a private vehicle, and white versus non-white riders. Based on these findings we provide transformative recommendations to address the high rates of harassment among certain groups of Muni riders. The recommendations are organized into three categories: service changes, infrastructure improvements, and campaigns and advocacy. This work adds to the existing knowledge about gender-based harassment in the transit environment while also specifically informing the Safety Equity Initiative of the SFMTA.

UPROOTING A CULTURE OF GENDER-BASED VIOLENCE IN SOUTH AFRICA: CRITICAL APPROACHES TO BAIL, POLICING AND AWARENESS

Gender-based violence (GBV) is a serious and systemic problem in South Africa. The government has attempted to address the problem by introducing several initiatives including sexual offences courts, and various laws aimed at protecting women and children. However, the recent reform is not sufficient. Only a limited number of bail reforms were introduced. This article proposes several additional bail reforms aimed at protecting women and children against GBV. Also, more proactive measures need to be undertaken to reduce GBV. This includes reform in the South African Police Service (SAPS) and awareness campaigns. These initiatives are important because they target GBV at its roots. First, the article provides a brief overview of the culture of GBV and the efforts of the South African government to curb it. This is followed by an analysis of how bail proceedings can be amended to have a greater impact on GBV prevention. The article then analyses proactive measures geared towards improving the role of the SAPS, and promoting awareness campaigns to combat the scourge of GBV.

Quantifying the essential tasks of offshore wind technicians.

Offshore wind technicians (WTs) have been identified as having an occupation with varying physical demands. Therefore, in order to assess WTs capability to undertake the job, there was a need to identify and quantify the physical requirements of the essential tasks. To establish the essential tasks and quantify the associated minimum physical demands of being an offshore WT. Wind Farm organisations (n = 10) across five countries, undertook a multi-modal observational approach comprising of semi-structured interviews (n = 45), focus groups (n = 14), survey (n = 167). In addition, observations, objective measurements, video footage and standard operating procedures were reviewed. A service campaign was broken down into component tasks, and analysed in terms of technical specifications, e.g. equipment, frequency, duration, rest breaks, clothing ensembles, and the methods of best practice for undertaking each of the tasks. Task descriptions were produced and minimum performance standards recommended. The job tasks associated with WTs can be broken down into two categories and five areas of work (Essential infrequent = casualty evacuation and prolonged ladder climbing; Essential frequent = short ladder climbs, manual handling and working in restricted spaces). The results presented constitute work carried out in Phases 1 and 2 of a three phased work programme to establish a physical employment standard required by WTs working in offshore wind. These findings will underpin the development of a minimum performance standard for the global offshore wind industry.

BARRIERS TO STUNTING PRIMORDIAL PREVENTION THROUGH PROSPECTIVE BRIDE’S ADVISORY SERVICE: A QUALITATIVE STUDY USING SOCIAL ECOLOGICAL MODEL

Since the Faculty of Medicine and Health Sciences, University of Warmadewa, launched community-oriented medical education (COME), the stunting prevalence in Gianyar Residence decreased from 12.1% (2018) to 11.1% (2019). In 2021, it decreased to 5.1% which was lower than Bali province (10.9% in 2021) and much less than the Republic of Indonesia (24.4%). The PentaCOME (Pentahelix Community-Based Medical Education) project, the modification of COME, was the collaboration of the Indonesian Ministry of Education, Culture, Research, and Higher Education, the Warmadewa University, as well as PT. Sido Muncul is implemented to further lower stunting prevalence via the “Stunting Primordial Prevention Through Prospective Brides Advisory Service” initiative in Payangan District. The present study was intended to figure out barriers to implementing such initiatives. This is a qualitative study using in-depth interviews and focus group discussions (FGDs) in obtaining data. Purposive sampling was used to select informants who represented academicians (3), businessmen (2), community (9), government (3), and media (3) (i.e., Penta helix components). Twenty in-depth interviews and two FGDs involving academician, community, government, and media were conducted during the 1 September 2022 – 15 October 2022 period. Two coders transcribed and coded independently. The social-ecological model was used to categorize the codes. Informants described that they never heard about the ELSIMIL application (ELSIMIL stands for Electronic Siap Nikah dan Hamil which means ‘prepared to get married and pregnant application’) at the personal level. The “No pregnancy, no marriage” motto (i.e., social pressure to get pregnant before marriage among Balinese) was found a barrier at the interpersonal level. At the institutional level, key informants stated the prospective bride’s advisory service and ELSIMIL application campaign were not adequate. At the community level, the family support team community has been established, however, they could not fulfill their function properly due to the “no pregnancy, no marriage” motto. At the policy level, the traditional village assembly (i.e., “Majelis Desa Adat”) has not issued regulations regarding the prospective bride’s advisory service. A lack of cross-sector collaboration was also reported as a barrier to this initiative. A well-planned promotion could socialize ELSIMIL application among prospective brides. Advocacy to the traditional village assembly might diminish the “no pregnancy, no marriage” motto. Pentahelix collaboration needs to be established to achieve the “zero stunting for golden generation” goal.

In Case You Haven't Heard…

The Ad Council, in partnership with the Centers for Disease Control and Prevention (CDC), National Council for Mental Wellbeing and Shatterproof, is inspiring millions to “Start With Hope” in a national public service campaign, a news release from the Ad Council stated. This vital new effort aims to deliver a message of hope to those living with substance use disorders (SUDs), as well as those at risk of developing an SUD. A focus of the program is supporting Black and Hispanic/Latinx populations by connecting them with harm reduction strategies and treatment resources to start their journeys to well‐being and recovery, Ad Council officials stated. Informed by foundational research from the Ad Council Research Institute and experts from the CDC, the National Council and Shatterproof, the new campaign was developed pro bono by Accenture Song, the creative group of the information technology company, Accenture. The campaign leans on research insights that people with SUDs find immense value in hearing from those who have been through similar experiences. This new campaign emphasizes that recovery is not a one‐size‐fits‐all journey, and highlights that working toward well‐being often begins with harm reduction strategies like carrying naloxone, using substances less, or engaging in evidence‐based treatment options.

Women’s Help-Seeking in China and Papua New Guinea: Factors That Impact Survivors of Intimate Partner Violence

Victimization due to men’s intimate partner violence (IPV) perpetration against women has many negative physical and mental health effects that can last for generations. Understanding how women seek help in response to abuse, and from whom, can help to inform intervention and prevention efforts. This study sought to understand the help-seeking behavior of women who have experienced IPV in two under-researched countries in Asia and the Pacific, China, and Papua New Guinea (PNG). Based on data from the United Nations Multi-Country Study on Men and Violence, this study used a series of logistic regression models to examine what factors increased women’s likelihood of seeking help from family members and what factors increased the likelihood of a positive reaction in response to help-seeking. More than three quarters of the sample never disclosed their abuse. Those who sought help most frequently went to their female family members or female in-laws. Women were more likely to seek help if they had been severely injured, were experiencing multiple forms of IPV, were experiencing suicidal ideation, held fewer beliefs about traditional gender norms or if they had not witnessed IPV between their own parents. A positive response upon disclosure was contingent on the severity of injuries and women’s knowledge of violence against women legislation and public service campaigns. These findings help to bridge the gap in knowledge about help-seeking behavior from informal supports and the role that community education on IPV could have in ensuring that victims of IPV are supported by family when disclosing partner violence.

Informational and emotional appeals of cover image in crowdfunding platforms and the moderating role of campaign outputs

The first-stage decision is critical in the decision process in crowdfunding, where the cover image plays an important role in forming first impressions and persuading click funders. This study explores how emotional visual cues (human face) and informational visual cues (visual text) in the cover image affect funders' decisions and how the effects differ across campaigns. The results demonstrate the great persuasive power of human faces and visual text. We further illustrate the effects of joyful expressions and image-text congruency as well as the non-significant influence of the length and polarity of visual text. Moreover, emotional visual cues are more effective in intangible product campaigns, while informational visual cues are more effective in tangible product campaigns, and both are important in social service campaigns. Valuable insight is provided to creators about the design of the cover image.

In Case You Haven't Heard…

Citing a partnership to encourage mental health awareness, Sinclair Broadcast Group announced Feb. 27 that the company will partner with the National Alliance on Mental Illness (NAMI) to launch Sinclair Cares: Mental Health Support + Hope, a campaign to encourage mental health awareness, with a focus on young adults. The campaign will begin on March 6 and run throughout the month, the news release distribution group, Business Wire, reported. Sinclair Cares: Mental Health Support + Hope will be supported through public service campaigns across Sinclair's television stations and the Tennis Channel network. Sinclair's daily news show, The National Desk, and the broadcaster's local content centers, in partnership with NAMI, will produce content to air within stations’ newscasts, while also helping to connect viewers with local NAMI affiliates for resources and information. Sinclair stations will feature interviews with NAMI Chief Medical Officer Ken Duckworth, M.D., author of “You Are Not Alone: The NAMI Guide to Navigating Mental Health — With Advice from Experts and Wisdom from Real People and Families.”

CALL FOR ACTION: STRENGTHENING LONG-TERM CARE IN NEPAL

Abstract This paper aims to introduce the existing long-term care (LTC) system in Nepal, identify key emerging issues, and provide possible policy recommendations for addressing weaknesses in the current system. Although the majority of older Nepali adults rely on their adult children for care, this traditional care arrangement is weakening for a variety of reasons. As a result, older Nepali adults increasingly seek care elsewhere such as “old age homes” (OAH), which generally meet only their basic needs. More recently, adult day centers have been established that enable older Nepali to receive help with personal care and instrumental tasks and/or health care needs in the absence of their families; however, they are primarily located in big cities and largely limited to those who can afford to pay. With a growing older population and societal changes that make familial care increasingly challenging for adult children, the Government of Nepal must foster the development of a sustainable system of LTC. This will necessarily involve building and sustaining a skilled geriatric workforce, capitalizing on the natural “villages” that have existed in Nepal for hundreds of years, and standardizing and monitoring the operation of LTC facilities. Additionally, public service campaigns to help destigmatize the use of OAH and day centers and integration of home and community-based services to make care arrangements locally could help make these newer LTC approaches more acceptable. Finally, nationally representative studies aimed at understanding the health and care needs of Nepal’s rapidly increasing older population is of utmost priority.

The Impact of Protective Devices Across the Spectrum of Trauma Care and Across Racial Groupings.

Protective devices such as seat belts and helmets save lives. Most studies only address one aspect of the injury profile - compliance or mortality - not the entire spectrum of trauma care, and little attention is paid to racial differences in the use or impact of protective devices. Patients with blunt mechanisms where using protective devices would be expected were included and were divided into utilizing (P) vs not utilizing protection (Non-P). Chart review included demographics, injuries sustained, hemodynamics, and blood alcohol level. Outcomes included need for emergent operation, complications and death. Non-P patients were more likely male, presented at night and intoxicated. Highest risk behavior (intoxicated Non-P) presented at night (25.7% of nighttime presentations), and rarely during daytime (6.7% daytime presentations). Non-P were more likely hypotensive and sustain a traumatic brain injury. No race related differences were noted among young patients. Among older (>/=50years) patients, White patients were least likely Non-P and least likely presented at night. Non-P required more emergent operative intervention, ICU admission, and longer hospital stay. Overall, Non-P was associated with increased risk of death (OR = 1.6 (95% CI = 1.28 - 2.11). Given unique age and racial differences, we advocate for culturally and age specific public service campaigns.

Pelatihan Diversifikasi Jamur Tiram Sebagai Produk Olahan Makanan di Kecamatan Pamboang Kabupaten Majene

Most areas in the Pamboang sub-district have a hilly and mountainous topography with a tropical solar climate. The fertile natural conditions are very supportive making it a potential area for agriculture and as a place for mushroom cultivation. Urawa oyster mushrooms are the first group that is productive in developing oyster mushrooms in Majene Regency. However, the number of oyster mushrooms produced is not in line with public demand. The indigenous people of Majene are still unfamiliar with the processing and taste of oyster mushrooms. This community service campaign aims to introduce oyster mushrooms as a diversification of processed food. The method of community service activities uses counseling, training and mentoring methods. This activity was attended by 30 participants from the general public, 2 traditional leaders, and 10 students of the Biology Education study program at the University of West Sulawesi. The training activity was carried out by involving all participants in making various processed oyster mushrooms such as crispy mushrooms, meatballs, nuggets, crackers, and shredded. These processed products can be stored for a long time, are practical, and are in the form that popular among the public. In addition, assistance is carried out in obtaining Urawa product P-IRT permits at the health office. Diversification of processed mushroom products will greatly help increase the marketing of oyster mushrooms and help the partner's economy as a creative business. The implementation of the activities was very good as indicated by the increase in the knowledge and skills of the participants before and after the training.

Editorial Introduction

Editorial Introduction Edward Timke (bio) How can advertising be a force for social and cultural good? This question is a significant theme in this issue of Advertising & Society Quarterly. Harsha Gangadharbatla (University of Colorado, Boulder) and Deb Morrison (University of Oregon) provide a playbook for how advertisers can engage in social and environmental activism. They question the traditional view of advertising's core purpose of maintaining continuous growth without consideration of sustainability and concern for the environment. Martha Reeves, Deepthi Chandra, and Katharine Kim (Duke University) examine practitioners' perspectives on how companies take on cultural, political, and social issues, especially at a time when society is significantly polarized. They found that industry professionals feel cause-related work to be important and worthwhile, but they must make sure that their work is conducted from a place of sincerity and a deep commitment to any issues taken up. Shalini Shankar (Northwestern University) looks carefully at the advertising industry's shift in focus and nomenclature—from multiculturalism to diversity—and how attempts to correct deep-seated racial biases have failed to hit the mark. A group of advertising scholars and practitioners in this issue's roundtable examines how advertising has taken up taboo topics in various cultural and social contexts.1 Taboos are a fruitful area of discussion to demarcate the subjects that are not often talked about or seen in wider society. Taboo topics shed light on societal biases and anxieties and push advertisers and scholars to think about normalizing some everyday issues instead of frightening or threatening consumers. Alice Andersen and Beryl Chung (Media.Monks) share their work on building empathy in the advertising workplace through an interactive website called the Empathy Experiment.2 Having faced backlash about diversity, equity, and inclusion (DEI) training, Andersen, Chung, and colleagues in a women's employee resource group developed the website as a way to disarm the DEI training experience while elevating the voices of women working in technology and digital media. Continuing with the journal's increased focus on advertising's relationship to environmental and climate issues, a group of scholars met to discuss Jeffrey Stine's recent book Green Persuasion: Advertising, Voluntarism, and America's Public Lands (Smithsonian Scholarly Press, 2021).3 The discussion centers on the history of public service campaigns to encourage the general public to be concerned about and take action to address environmental and climate issues. In addition to detailing effective ways to teach and communicate about climate change and the environment, the group focused on the need for public service campaigns to push beyond the rhetoric of solutions based solely on individual action, a deflection used by government and industry to avoid the need for systemic solutions to widespread problems. Two pedagogical articles provide professors and students with tools to make their work more relevant to the broader public. Tricia Farwell (Middle Tennessee State University), Richard Waters (University of San Francisco), and Zifei Fay Chen (University of San Francisco) take the common "SMART" approach (Specific, Measurable, Audience-focused, Realistic, and Time-bound) to strategic communication and show how to add equity and inclusion. Veteran podcaster Matthew Schwartz (Association of National Advertisers) gives an overview of how podcasts can be produced and distributed to share important information and stories about advertising and marketing. The journal's second Advertising in Popular Culture discussion assembled scholars with expertise and interest in science fiction's representations of advertising.4 In closely analyzing a sci-fi story from 1945 about using stars in the night sky for advertising purposes, the group explores popular literature's frequent critiques of advertising's place in society, society's views of science and scientific experts, and questionable advertising tactics.5 A new Advertising in the Archives article features the John G. Zimmerman Archive located near Monterey, California. John G. Zimmerman, one of America's prolific sports photographers and photojournalists working from the 1950s through the 1990s, had a successful, innovative, and well documented career in advertising photography. Written in collaboration with Linda Zimmerman, John's daughter and director of the archive, this article provides insights into the work of photographers in creating advertisements. A call is made for more research into photography's significant place in...

Author Meets Critics: Green Persuasion: Advertising, Voluntarism, and America's Lands

Abstract: This Author Meets Critics article focuses on Jeffrey K. Stine's open access book Green Persuasion: Advertising, Voluntarism, and America's Lands (Smithsonian Scholarly Press, 2021). In addition to including a series of videos with advertising experts discussing the book, this article provides an interview with Stine about his career in environmental history, his work as environmental curator at the Smithsonian Institution's National Museum of American History, his research on the environment and advertising, and some advice for practitioners, professors, and students. Scholars discussing the book cover topics including: the use of individualism in public service campaigns; how campaigns have deflected responsibility away from government and industry; effective ways to communicate about the environment and climate change; how to inspire and educate young people about getting involved with climate and environmental issues; and advice for instructors and practitioners. Throughout the discussion, panelists refer to significant public service advertising campaigns focused on the environment and public lands in the United States such as Keep America Beautiful, Smokey Bear, and Take Pride in America.

Comparison of Prevalence of Dental Caries among Schoolchildren of Urban and Rural Rawalpindi

Objective: Oral health status of children hailing from rural, peri-rural, and urban areas of Rawalpindi District was recorded, in relation to the prevalence of dental caries and its associated dentition status, for the purpose of generating epidemiologic data. Materials and Methods: In this study, 1025 children from six private and public schools in rural, peri-rural, and urban areas of Rawalpindi District were recruited using clustered sampling technique and were orally examined for the identification of filled and/or decayed teeth as well as for teeth missing due to caries, as part of Foundation University Islamabad’s outreach and community service campaign. Four calibrated examiners evaluated the prevalence of dental caries among schoolchildren and the decayed, missing, and filled teeth (DMFT)/decayed and filled teeth (dft) index was used to score teeth of children aged 12 and 6 years. Results: Of the 6-year-old children, 66.1% had caries, predominantly untreated, and of the 12-year-old children, 71.3% reported a carious lesion with predominantly filled teeth. A mean DMFT of 0.65±1.28 SD and a dft of 9.85±5.44 SD were observed. No significant difference between caries experience between the two genders was observed in urban or peri-rural areas. In rural areas of the district, the prevalence of caries was moderately higher in 6- and 12-year-old boys than in girls. Conclusion: The high values of dft may be attributed to high levels of disease and the presence of unaddressed oral health concerns in rural, peri-rural, and urban areas of the Rawalpindi District. This high prevalence of decayed, untreated teeth in primary dentition suggests widespread dental issues that need to be addressed to alleviate the burden of dental caries when these children enter adulthood. A strong need for caries management strategies among rural/peri-rural school-going children, in particular, is required.

The '5 principles' of good sleep health.

SummaryThe ‘5 Principles of good sleep health’ are proposed (a) to facilitate improved public health engagement with the importance of looking after your sleep; and (b) to offer a first line intervention for people with poor sleep and mild insomnia symptoms, that goes beyond the scope of what is traditionally known as ‘sleep hygiene’. The ‘5 Principles’ were developed by the author for the UK National Health Service (NHS) campaign ‘Every Mind Matters’, initiated in 2020 by Public Health England, and supported by the Mental Health Foundation. The author served as the campaign spokesperson for sleep as a critical ingredient in mental wellbeing. The ‘5 Principles’ encourage people to Value, Prioritise, Personalise, Trust, and Protect their sleep. They are intended to educate about sleep health and to support evidence‐based self‐management of sleep, and not as an alternative to cognitive behavioural therapy (CBT) which is the guideline treatment for chronic insomnia disorder. However, they may bridge an important gap in self‐care practices for many people. The ‘5 Principles’ would benefit from formal research evaluation.

Visual Rhetoric in Visual Communication: Theory and Concepts in Public Service Announcements Advertising Campaign

This study discusses the theories, concepts, and also theoretical implications in public service campaign advertisements. There is a basic theory namely semiotics which carries the concept of visual rhetoric and its relationship with several related concepts. Each of the theories and concepts used has an important role in leading to the visual formation and delivery of visual rhetorical meaning to the audience. In this study, theories and concepts are compiled and explained by using public service announcement (PSA) as a case study. As a result of this study, it can be seen that visual rhetoric is explored through the campaign advertisements and becomes the basis of visual communication. Ability in critical thinking becomes an important requirement in exploring and looking at the connections between visual rhetoric in the advertising campaigns of this study. This study can improve high-level thinking skills and also help audience know the need for visual rhetoric in public awareness campaigns.

Who is (not) complying with the U. S. social distancing directive and why? Testing a general framework of compliance with virtual measures of social distancing.

A study involving over 2000 online participants (US residents) tested a general framework regarding compliance with a directive in the context of the COVID-19 pandemic. The study featured not only a self-report measure of social distancing but also virtual behavior measures-simulations that presented participants with graphical depictions mirroring multiple real-world scenarios and asked them to position themselves in relation to others in the scene. The conceptual framework highlights three essential components of a directive: (1) the source, some entity is advocating for a behavioral change; (2) the surrounding context, the directive is in response to some challenge; and (3) the target, the persons to whom the directive is addressed. Belief systems relevant to each of these three components are predicted, and were found, to relate to compliance with the social distancing directive. The implications of the findings for public service campaigns encouraging people to engage in social distancing are discussed.

Communicating crowdfunding campaigns: How message strategy, vivid media use and product type influence campaign success

Online crowdfunding platforms allow creators to raise funds from a large crowd of distributed backers. In these platforms, creators’ campaign communication strategy plays a crucial role in persuading backers to support their projects. At the same time, creators may need to modify their campaign communication strategy depending on the product type they are raising funds for (i.e., tangible products or intangible services and experiences). However, research has not considered the possibility of product type moderating the effect of creators’ campaign communication strategy on campaign success. Drawing on theoretical insights from the advertising and services communication literature and employing a dataset of over 8000 reward-based crowdfunding campaigns from kickstarter.com, the current study tests the moderating effect of product type. A computational algorithm deciphered creators’ campaign communication strategy. The findings contribute to the literature by offering nuanced insights about the effects of creators’ campaign communication strategy on the success of tangible product and intangible service and experience campaigns.

공익 캠페인에서 현저한 기여자가 사회적 목표 행동에 미치는 효과: 금전적 기부 상황을 중심으로

공익 캠페인에서 현저한 기여자가 사회적 목표 행동에 미치는 효과: 금전적 기부 상황을 중심으로

Waste and the neoliberal work of blame: Reading politics from Cape Town’s informal landscapes

Nearly one quarter of Cape Town’s population lives in informal settlements, sites characterized by limited access to basic infrastructure. This article examines how local experiences with waste management reinforce resident understandings of squatted sites as political and material landscapes, emphasizing the structural and spatial foundations of persistent exclusion. Such local understandings are set against the municipality’s neoliberal framing of resident interactions with waste and infrastructure as irresponsible and illegal, implying that residents are to blame for service limitations and using this to justify further restrictions. Drawing from public service campaigns and ethnographic research, this article examines neoliberal ideologies as discourses of blame that erase the political context for marginalized lives, and argues for the need to understand ideologies of governance by setting them against the broad politics of everyday life.