Social Marketing Campaign Research Articles

Implementation and Evaluation of a Social Marketing Campaign to Deter Hookah Smoking on a College Campus

Objective: For the past 2 decades, smoking from a hookah or waterpipe has been an evolving negative health behavior in the United States among college students, in part, because students have misconceptions about the potential risks involved with this practice. Methods: For this study, we used formative research to inform a college campus-based social marketing campaign to deter hookah smoking. This paper reports on the development and implementation of the social marketing campaign, with a key focus on the evaluation of behavior change using stages of change. Results: Overall, 828 of 1500 randomly selected students who were contacted responded to a survey following implementation of the campaign. The primary hookah message was recalled by 75% of students and key words describing it were ones included in message intent. The campaign also elicited students to change their social behaviors so as not to include hookah smoking or peers who smoked a hookah. Conclusions: Social marketing showed promise in getting some college students to reduce their exposure to hookah smoking. Messages became more relatable to the target audience through pretesting and formative research. Social marketing campaigns can influence college students to reduce personal use and deter exposure to hookah smoking.

P127 Outcome Evaluation of the LSU AgCenter Social Marketing Program

<h3>Background</h3> Social marketing materials, including billboards and television and radio campaigns, are used by the LSU AgCenter SNAP-Ed program to encourage healthy eating behaviors and to supplement information provided in direct education lessons. An evaluation conducted in 2018 found campaign messages were previously found to be effective in encouraging healthful eating behaviors, but changes were since made to targeting and implementation. <h3>Objective</h3> This study aimed to assess exposure, unaided recall, and behavior change outcomes of a social marketing campaign on a SNAP-Ed eligible audience. <h3>Study Design, Setting, Participants</h3> A survey was distributed to n = 78 SNAP-Ed eligible adults through channels used for recruitment of SNAP-Ed participants. <h3>Measurable Outcome/Analysis</h3> The survey first assessed unaided recall of social marketing messages, then prompted participants with titles of campaign messages and assessed recall. Survey questions also asked about changes to attitudes and behaviors after exposure to campaign messages. <h3>Results</h3> Although few (n = 13, 17%) respondents recalled messages unaided, many remembered billboard (n = 55, 70%) and television (n = 35, 45%) messages. Only 5% (n = 6) of participants reported hearing a radio message. Many participants who specifically recalled messages about breakfast and fruits and vegetables said they changed their behavior in response to those messages (n = 12, 41% and n = 19, 68%, respectively). <h3>Conclusions</h3> Though the generalizability of our findings are limited by the convenience sampling strategy used, our results demonstrated continued reach and effectiveness of the LSU AgCenter social marketing campaign among our sample of participants. Findings also suggested that radio messaging may not be effective in reaching the target audience. <h3>Funding</h3> Supplemental Nutrition Assistance Program - Education

The Adelante project: Realities, challenges and successes in addressing health disparities among central American immigrant youth.

The Adelante intervention, implemented between 2013 and 2018, addressed an important syndemic health disparity for Central American immigrant youth approaching or in high school-the co-occurrence of substance abuse, sex risk (pregnancy, sexually transmitted infections, HIV), and interpersonal violence. Adelante was implemented and evaluated by the Avance Center for the Advancement of Immigrant/Refugee Health, which built on a university-community partnership that has been in place since 2005. Using a tailored, ecological positive youth development (PYD) approach, Adelante employed intervention strategies across ecological levels, including individual, family, peer, and community levels, with the use of social marketing and digital media strategies to link activities under one aspirational identity and support community engagement. Using a Community Based Participatory Research approach with multiple community partners involved in the effort, the research assessed changes in co-occurring behavioral outcomes and tested hypotheses concerning relationships between PYD mediators and these outcomes. Multiple methods were used in collaboration with partners to assess intervention inputs and outcomes-detailed implementation process records; prepost surveys to assess changes in PYD assets, risk behavior knowledge, and prevention skills; a community survey in the intervention and comparison communities (total N = 3,600) at baseline and two follow-up waves; surveys of a high risk cohort (n = 238) at baseline and follow-up; and social marketing campaign surveys (n = 1,549) at baseline with 2 follow-up waves. Analysis showed multiple improvements in PYD mediators and risk behavior outcomes, including an overall 70% increase in knowledge and a 15% increase in prevention skills. Preliminary analysis of risk behavior outcomes demonstrated, for example, a significant, inverse effect on reported sexual activity (past 3 months) for both Adelante intervention community and cohort samples. In addition, self-reported exposure to the social marketing campaign was associated with positive effects on multiple outcomes, including drug use risk and violence attitudes, and improvement in violence/sexual risk behavior outcomes in the intervention versus comparison community. There are few models in the literature that provide a roadmap for how to address multiple, related health conditions in marginalized, immigrant communities, even as most health disparities are associated with complex social ecologies. The Adelante intervention adds a useful model of this nature to the evidence base, and provides support for the ecological approach to PYD with respect to such communities. (PsycInfo Database Record (c) 2022 APA, all rights reserved).

P119 Mass Media as a Means of Engagement and Reach During Alcohol Free for 40 (AFF40)

<h3>Objective</h3> To report the process evaluation findings as it relates to mass media methods used to recruit and engage participants in Alcohol Free for 40 (AFF40). <h3>Use of Theory or Research</h3> The social marketing theory was used to promote voluntary behavior change and promote health strategies for participant adoption. Effective social marketing campaigns used a variety of medias such as social, mass, and digital. <h3>Target Audience</h3> Adults 21 and older looking to abstain from alcohol to improve their overall health. <h3>Program Description</h3> AFF40 is an annual 40-day voluntary alcohol abstinence challenge that is hosted by the Ochsner Eat Fit^TM team of registered dietitians. Participants are challenged to abstain from alcohol consumption for 40 days to promote better health. Strategic planning is used to develop, implement, and evaluate media content (recruitment and program related) across multiple communication channels. <h3>Evaluation Methods</h3> Process evaluation included the tracking of reach, engagement rates, impressions, reactions, downloads, and pageviews from multiple media sources. <h3>Results</h3> During the four months of recruitment and program implementation, the AFF40 Facebook and Instagram pages published 62 posts, reached 104,080 people, recorded 530 new page follows, and had an engagement rate of 6.97% (engagement/reach*100). The AFF40 Facebook group had 934 active members and 4,189 reactions. The AFF40 website registered 719 unique pageviews and the Ochsner blog resulted in 4,796 unique pageviews across six alcohol related articles. Print media garnered 750,000 impressions across 3 newspaper articles. A 2-month span of radio segments (5 times per day each week) added 276,500 impressions. Six television news segments aired with indeterminable reach. <h3>Conclusions</h3> Using technology in the form of mass media allowed for wide participant reach and program engagement in AFF40. Future community-based program efforts may consider the use of multiple communication channels in recruiting, engaging, and disseminating program information. We believe the use of multiple channels, rather than singular, was key to program success in promoting behavior change. <h3>Funding</h3> Ochsner Health

Pengaruh Social Marketing Campaign dan Kepekaan Sosial terhadap Jumlah Donatur ZIS di saat Pandemi (Studi Kasus LAZ Harfa Banten)

This study aims to determine whether social marketing campaigns and social sensitivity have a simultaneous and partial effect on the number of donors of Zakat, Infak, and Alms (ZIS) during the Covid-19 pandemic at the Amil Zakat Institution of Harapan Dhuafa Banten. The method is descriptive quantitative using a questionnaire with a Likert scale. The object of this research is LAZ Harapan Dhuafa Banten, where the sample taken is 30 respondents from the amil staff of LAZ Harfa Banten in the period November 2021. The data analysis method used in this study is a prerequisite test (classical assumption test). multiple regression analysis, F test and T test with the help of SPSS version 26.0 application program to prove each hypothesis of this research. The test results in this study indicate that: (1) partially the Social Marketing Campaign (X1) variable does not have a negative and insignificant effect on the Number of Donors of ZIS (Y), where tcount &lt; ttable i.e. 1.638 &lt; 1.701. (2) partially the Social Sensitivity variable (X2) has a significant or positive effect on the number of ZIS donors (Y), where tcount &gt; ttable is 2,688 &gt; 1,701. (3) Simultaneously the variables of Social Marketing Campaign (X1) and Social Sensitivity (X2) have a positive and significant effect on the Number of Donors of ZIS (Y), where Fcount &gt; Ftable (15,068 &gt; 3,34). Thus, these two variables can be factors that affect the number of ZIS donors at LAZ Harfa Banten during a pandemic.

Barriers to Seeking Mental Help and Interventions to Remove Them in Medical School during the COVID-19 Pandemic: Perspectives of Students.

Medical students are at increased risk for psychological morbidity but the majority of those with mental health problems do not seek professional care. We aimed to uncover the viewpoints of medical students regarding barriers and facilitators to using university mental health services and their attitudes and preferences towards online counselling. Four semi-structured focus groups were conducted (n = 26, mean age = 21.8, ±1.88, 73% males). After reaching data saturation, interviews were audio-recorded, transcribed and content-analysed by two independent coders. Intrapersonal barriers emerged to be perceived low risk, excessive self-reliance, lack of belief in the effectiveness of service, lack of openness. Interpersonal factors were the following: assumed long waiting list, insufficient provision of service information, fear of exposure, and not being familiar with the counsellor and the process. Extrapersonal barriers such as insurance problems, the number of available sessions, adverse sociocultural attitudes, fear of stigmatisation were identified. Students suggested that the university should provide psychoeducation and routine screening, apply social marketing and stigma reduction campaigns, improve information flow, and offer not only personal but also online video counselling to target removing these barriers. The results provide a reference for the redesign of mental health services to facilitate their access by students. Implications and limitations are discussed.

Determinants for Purchasing, Preparing, Consuming, and Feeding Practices Among Women of Reproductive Age With Low Socioeconomic Status in Two Secondary Cities in Rwanda

ObjectivesSecondary cities (SC) link rural food production with urban populations. SC are rapidly growing, lack of infrastructure and face changes in dietary patterns. Across women of reproductive age (WRA) all forms of malnutrition have been identified. SC offer an opportunity for food systems transformation. We argue to uncover the demand-related determinants of purchasing, preparing, consuming, and feeding practices among WRA with low socioeconomic status living SC in Rwanda to identify possible interventions to enhance the demand of agroecological produced food.MethodsThematic analysis is conducted among WRA with low socioeconomic status living in SC -Rubavu, and Rusizi- in Rwanda. Eighteen face-to-face, in-home observations were conducted in the manner of compact ethnographic research. These observations covered the participants’ way of living, home environment, shopping and cooking observation, a pantry/kitchen audit. Transcripts from the interviews are being coded with NVIVO software. Ethical consent was provided by the Rwanda National Ethics Committee.ResultsPreliminary findings show that most WRA involved in the interviews prepare two meals per day. The most commonly food items consumed are irish potatoes, bananas, rice, and flour, with women indicating little to no intention of trying out new dishes or new preparation type. The most common cooking method is boiling, salt and garlic being the primary spieces used. WRA do not consume special food items based on their current life stage (pregnancy or lactation). The household budget for purchasing food is provided and decided mainly by men; however, women make the purchase and cooking decisions. The purchase of foods is determined by price, owing to minimal purchase power. Health care professionals and social workers are the trusted source of information. Final results will be available by May 2022.ConclusionsOur findings will help design a social marketing campaign to promote the purchasing, consumption, and cooking practices of locally produced agroecological foods that is specifically targeted to WRA of low socioeconomic status living in those SC.Funding SourcesThe NICE project is supported by the Swiss Agency for Development and Cooperation and implemented by the Swiss Tropical and Public Health Institute, ETH Zürich, Sight and Life, and the Syngenta Foundation for Sustainable Agriculture.

College Students’ Awareness, Beliefs, Attitudes and Consumption Intention Towards Plant-Based Meat and Its Environmental Impact

ObjectivesTo assess the awareness, beliefs, attitudes, and consumption intention of college students associated with the consumption of plant-based meat and its environmental impact. MethodsUndergraduate students enrolled (aged 17–23) in a general education course at a large Northeast university completed an online survey in early December of 2021 via Qualtrics. The final sample yielded 251 valid responses after data cleaning. Students were asked to describe plant-based meat consumption experience/interest, aside from reasons for choosing a primarily plant-based diet as well as costs, environmental impact, and information access/interest associated with this type of dietary choice. ResultsFifty-seven % of participants had prior experience consuming a plant-based meat alternative, and 85.2% (n = 208) were willing to try at least one type of plant-based meat (burger, sausage, or ground meat), consistent with current consumer market trends. For those who have tried plant-based meat before, the mean “liking” score was 6.30 (measured on a 10-point scale). The most-reported perceived reasons for why people choose to keep a primarily plant-based diet were: ethical (84.5%, n = 212), environmental (80.1%, n = 201), and health (71.3%, n = 179) considerations. Participant belief in the role of increased plant-based meal consumption in reducing the impact of animal meat production on the environment was moderately strong (M = 6.76, measured on a 10-point scale). They also indicated a middling response (M = 5.06) to consuming plant-based meat products if the cost was about the same as animal meat products. A similar response pattern was also found for perceived information availability on plant-based meals (M = 5.45) and interest in receiving more information about them (M = 5.05). ConclusionsThis study suggests that college students are willing to try more plant-based meat and believe that increased consumption of plant-based meat can positively impact the environment. Expanding information availability through social marketing campaigns to increase knowledge and interest in plant-based meals could help promote greater consumption, better health, and greater environmental protection. Funding SourcesNone.

Understanding flooding events in Ghana: a social marketing and self-determination theory perspective

PurposeThe purpose of this study is to deepen the understanding of individuals’ flood disaster mitigation behaviour through the theoretical lens of self-determination theory (SDT). Specifically, the paper examines the influence of autonomy, competence and relatedness on individuals’ self-determined motivation for flood disaster mitigation. The study also examines whether self-determined motivation influences individuals’ flood disaster mitigation behaviour adoption.Design/methodology/approachThrough a cross-sectional survey design, the study used a quantitative research approach for data collection and analyses. Specifically, data was analysed using the structural equation modelling technique.FindingsThe result of this study revealed that competence was the strongest predictor of self-determined motivation, followed by autonomy. The result further shows that self-determined motivation positively influences individual’s adoption of flood mitigation behaviour. However, the results showed that relatedness does not predict self-determined motivation for flood disaster mitigation.Practical implicationsTo enhance the effectiveness of flood disaster mitigation social marketing campaigns, the SDT psychological needs constructs (particularly, competence and autonomy) can aid in assessing the motivation of the target population towards adopting mitigation behaviours. An assessment of motivation will help understand perception of flood risk and behavioural evaluation. The consideration of autonomy and competence on motivation will aid in developing effective campaigns to satisfy the needs of the target population.Originality/valueThe paper adds to the limited research that used SDT to understand a social marketing phenomenon.

Proposed Social Marketing Campaign to Increase Blood Donation and Active Users in Reblood Application (Case Study: PT Gaya Hidup Sehat)

Every five second, people in Indonesia needs blood. Blood donation is essential in every country to helps patients survive from illnesses and injuries. Indonesia Red Cross (PMI) has released the data of blood donation in 2020, there were 3,5 million blood bags has collected across Indonesia. With current situation, Indonesia still needs to fulfil minimum 5,2 million blood bags (2% of the Indonesian population) per year. Those condition that motivate PT Gaya Hidup Sehat to take a part to solve the problem of shortage blood donors by implementing the healthcare technology with Reblood application. Reblood aimed to provide all of information related with blood donation that currently still limited, not accessible and not integrating each other’s. Since it first launched in 2018 until now, Reblood has acquired 60,748 active users with more than 40,000 blood donations collected and transferred to PMI. However, in 2020 until 2021 the number of active users has decreased significantly almost 70% due to pandemic Covid-19. This research was conducted to increase Reblood’s active users and encourage more people to do blood donation in order to fulfill blood bags capacity. 337 respondents was participating on the survey to analyze the motivation, barriers, and knowledge and behavior to do blood donation. The result of those analysis then formulate using Social Marketing Framework by Philip Kotler and Nancy R.Lee. The findings in this research enriches the strategy of behavioral changes with the use of social marketing approach for increasing blood donation campaign.

Proposed Social Marketing Campaign to Increase Blood Donation and Active Users in Reblood Application (Case Study: PT Gaya Hidup Sehat)

Proposed Social Marketing Campaign to Increase Blood Donation and Active Users in Reblood Application (Case Study: PT Gaya Hidup Sehat)

Examining the effect of emotional branding in building brand equity of social marketing campaigns: a case on Swachh Bharat, India

PurposeIntervention strategies are designed by policymakers to impact people by effectively changing the environment in which people make decisions. Many government-led agencies and nongovernmental organizations promote behavioral change by adopting social marketing strategies. Social marketing uses the application of commercial ideas to influence the voluntary behavior of individuals. Under these circumstances, this study aims to examine the effect of these emerging brand-building techniques social marketing especially in public campaign.Design/methodology/approachThis descriptive study collected opinions related to the constructs from 324 respondents across India. This study used statistical package for the social science and Smart partial leased square software to test the validity of the hypotheses.FindingsThe results of this study indicate that when the campaigns target the emotional state of the consumer, he or she crosses all boundaries like physical attributes, service parameter or even any form of assessment and provides incremental value to the campaign, thus forming a favorable behavior.Research limitations/implicationsThis study provides insights on how emotional branding can be used for better involvement and relationship building, which leads to long-term engagement with the customers. The marketers can also get facilitated through this study by developing a new perspective of creating their advertisements through emotional branding techniques, especially with a focus on corporate social responsibility in the global environment.Originality/valueIn recent times, marketers have adopted a new communication strategy to build their brand through promotions that might appeal directly to customer’s emotional state, popularly termed as “emotional branding.” This new communication strategy aims at creating and nurturing a relationship between the consumer and the brand by accumulating memories, emotions, personal narratives and expectations.

Parents’ awareness and perceptions of the Change4Life 100 cal snack campaign, and perceived impact on snack consumption by children under 11 years

BackgroundChildhood obesity is a pertinent public health problem in the UK. Consumption of free sugars has been associated with the development of obesity. In 2018, the Change 4Life (C4L) 100 cal snack campaign was launched with the slogan ‘100 calorie snacks, two a day max’, aiming to encourage parents to choose lower sugar, fat and calorie snacks for their children. This study aimed to examine how the campaign has been perceived by parents.MethodsAn online survey was developed to explore parent awareness, perceptions and understanding of the C4L 100 cal snack campaign. Respondents were recruited via Leeds City Council, posters displayed at primary schools and children’s centres across Leeds and via social media. Paper surveys were also shared with voluntarily led playgroups. Survey data was analysed using descriptive statistics. Thematic analysis was performed on open text responses.ResultsThree hundred forty-two 342 respondents completed the survey. Just over half of the respondents had come across the campaign, most seeing the leaflet or a television advert. Over two-thirds of respondents ‘agreed’ or ‘strongly agreed’ that the campaign caught their attention. A similar proportion ‘agreed’ or ‘strongly agreed’ that the campaign informed them about 100 cal snacks and just over a half thought it was memorable. Most respondents used positive language to describe the campaign, but there was no clear consensus of a perceived positive impact on healthier snack purchasing, nor preparing more 100 cal snacks at home. Respondents provided examples of how the campaign could be improved to positively impact eating behaviours: better publicity and information delivery; healthier snack examples made more visible; improved nutritional labelling and access to healthier products in supermarkets (availability, promotion, display, choice).ConclusionsThe C4L 100 cal snack campaign was perceived positively by parents and carers, with many agreeing that the campaign was informative and memorable. However, there was no agreement in terms of the parents reporting an impact of the campaign on behaviour change and healthier snack habits. Future social marketing campaigns could be improved through more formal pilot testing to assess the understanding and acceptance of the campaign amongst the target audience.

Experiencing less leads to the use of more: The effect of a scarcity mindset on product usage

In social marketing campaigns, demonstrating the severity of scarcity to highlight the importance of reducing wasteful behaviours is a prevalent approach that seems logically justified. However, whether and how a scarcity mindset influences product usage in waste generation remains unclear. The present article reveals the process underlying the effect of a scarcity mindset on product usage. A series of studies demonstrate that reminding consumers of a scarcity experience induces them to be more selfishly oriented and to experience less anticipated guilt of waste, thereby increasing their usage amount. Furthermore, enhancing the possession–self link with ownership and conducting recycling education for the classification of unrecyclable waste can moderate the effects of a scarcity mindset on usage quantity. This research thus advances our understanding of the factors that affect consumption quantity and sheds light on waste prevention and reduction.

A Crowdsourcing Open Contest to Design a Latino-Specific COVID-19 Campaign: Mixed Methods Analysis.

BackgroundLatino communities are among the most heavily impacted populations by the COVID-19 pandemic in the United States due to intersectional barriers to care. Crowdsourcing open contests can be an effective means of community engagement but have not been well studied in Latino populations nor in addressing the COVID-19 pandemic.ObjectiveThe aims of this study are to (1) implement and evaluate a crowdsourcing open contest to solicit a name for a COVID-19 social marketing campaign for Latino populations in Maryland and (2) conduct a thematic analysis of submitted entries to guide campaign messaging.MethodsTo assess the level of community engagement in this crowdsourcing open contest, we used descriptive statistics to analyze data on entries, votes, and demographic characteristics of participants. The submitted text was analyzed through inductive thematic analysis.ResultsWe received 74 entries within a 2-week period. The top 10 entries were chosen by community judges and the winner was decided by popular vote. We received 383 votes within 1 week. The most common themes were collective efficacy, self-efficacy, and perceived benefits of COVID-19 testing. We used these themes to directly inform our social marketing intervention and found that advertisements based on these themes became the highest performing.ConclusionsCrowdsourcing open contests are an effective means of community engagement and an agile tool for guiding interventions to address COVID-19, including in populations impacted by health care disparities, such as Latino communities. The thematic analysis of contest entries can be a valuable strategy to inform the development of social marketing campaign materials.

Using Community-Based Social Marketing to Reduce Pet Waste Bacteria in Streams

Background and Situation Analysis Baltimore County waterways are impaired by pollution from pet waste. Baltimore County engaged in a campaign to reduce bacteria in waterways caused by dog waste. This paper explores modalities to effectuate change in pet owner behavior which will ameliorate the negative effects of dog waste on the environment. Priority Audience Dog owners living within Baltimore County who are not picking up dog waste in their backyards. Behavioral Objective The behavioral objective was to encourage people who were not currently picking up dog waste in their yards to start doing so. Strategy/Intervention Planning and Development The study examined the effectiveness of using a community-based social marketing (CBSM) campaign to reduce bacteria in streams by encouraging dog owners to clean up properly after their pets. Our approach included all elements of the four Ps of marketing (product, price, place, promotion). The study included formative research to understand barriers and motivators of the audience and to test messages. The campaign was implemented in four targeted areas and then bacteria in waterways was measured to evaluate behavior change. Community-based social marketing strategies included interpersonal communication, securing commitments, promoting social norms, using prompts and increasing knowledge of pet waste pollution in waterways. Evaluation Methods and Results The pilot compared three different delivery methods: (A) direct to household (HH) using door-to-door outreach, (B) outreach at pet-related location(s) and (C) a combination of (A) and (B) in order to determine the best use of resources for future campaigns. Results from four implementation areas were compared to two non-treatment control areas; over 12,000 HHs combined. We measured the effect of the campaign by analyzing the change in the Most Probable Number (MPN) of fecal indicator bacteria ( E. coli) per 100 mL of stream water in both implementation and control areas before the campaign as compared to post-campaign. We then compared results from our campaign to any changes that may have also occurred in those same time periods in 2018 (the year prior to our campaign). Comparing 2019 changes to any changes in 2018 helped to determine whether variations in measured bacteria may have been due to seasonal fluctuations. Results showed a measured decrease in bacteria levels in 3 out of 4 targeted areas from pre-implementation to post-implementation. Our research findings suggested that CBSM contributed to decreased bacteria levels in streams. Recommendations for Social Marketing Practice During this study, we learned the importance of interpersonal communication and partnerships to help promote the product. Partnerships included places where our primary audience trusted information received and places where we could reach a high concentration of our target audience. Results indicate that interpersonal communication at partner locations seemed just as effective as door-to-door outreach. A recommendation for future efforts is that human resources needed for CBSM can be concentrated in partner locations. Door-to-door efforts are still valuable and can be reserved for hot spot areas and potentially supported by volunteers.

A Trait-Based Consumer Segmentation for Food Waste Reduction Campaigns

Background: While there is still hunger in the world, a significant amount of food is wasted, which harms the environment. This study focuses on food waste at the consumer level and investigates the role of personality traits on food-waste-aversion. Focus of the Article: Segmentation with personality traits for food waste reduction campaigns. Research Question: Is there a link between personality traits and food-waste-aversion? Are there any associations among consumers’ levels of food-waste-aversion, frugality, conscientiousness, and religiosity? Importance to the Social Marketing Field: Segmentation is a neglected marketing tool in designing campaigns against food waste. This study identifies possible market segments of social marketing campaigns against food waste. In addition, associations among food-waste-aversion and personality traits of conscientiousness, frugality, and religiosity are shown in this study. Methods: This study adopts a cross-sectional research design. A convenience sample of 301 consumers in Turkey is surveyed via an online questionnaire. Results: Results of Chi-Square Automatic Interaction Detector (CHAID) analysis indicate five distinct consumer segments, namely frugal believers, frugal seculars, conscientious individuals, casual females, and casual males. Moreover, positive associations ( p &lt; 0.001) among food-waste-aversion and personality traits of conscientiousness, frugality, and religiosity are shown. Recommendations for Research or Practice: This study provides a segmentation procedure with the trait perspective. Frugality, conscientiousness, and religiosity traits can play an essential role in food waste reduction. Targeting individuals with communications fit with their personality is likely to increase the success of food waste reduction interventions. Limitations: Due to a lack of behavioral data, this study investigates food waste at the attitudinal level. Further study could use behavioral measures. In addition, the majority of participants in the survey are Muslim. In order to validate research findings across different cultures, it should be carried out in other countries.

No Virus on Me: The Indian Ways of Managing the COVID-19 Pandemic: Marine to Mountain

The case is about the coronavirus disease 2019 (COVID-19) pandemic, and India’s ‘midstream’ social marketing strategies and other strategic approaches to battle the notorious virus, the first known case of which was identified in Wuhan, China, in December 2019. The art and science of social marketing were exploited to promote a healthy lifestyle as a precautionary measure against COVID-19 infection through non-pharmaceutical interventions. Social marketing campaigns promoting healthy behaviour, improving psychological health and ensuring mass well-being were implemented to manage the huge Indian population in the metro cities as well as in the remotest communities in villages during the pandemic. The case study discusses the health intervention and promotion strategies and other preparedness adopted by various stakeholders in India. The case study also discusses the history and experience of severe past health threats in India and what those experiences contributed to India’s preparedness. The crisis worsened when the citizens could not cope with psychological and economic problems; a section of the population disobeyed the government guidelines. The government faced capacity and resource constraints. The case study ends with a dilemma on whether to continue with the lockdown efforts or ease restrictions. The government needs to decide on strategies to ensure the well-being of its citizens and ways to manage citizens and businesses of all forms. The consequence of the decision had huge economic, health as well as governance implications. The case study will provide practitioners with reference to the potential of social marketing and other crisis management strategies to address a complex problem featured with aleatory as well as epistemic uncertainty. The case study is timely and may serve as a reference to the rest of the world as an example to deal with similar problems at an industrial scale.

An Analysis of Cause-Related and Social Marketing Strategies in the South African Sport Management Industry

There is a dearth of sport marketing research investigating the strategic potential of socially responsible sport marketing practices for organizations in the sport management industry. Despite the more recent focus on this the emergent topic within marketing literature, there is a lack of application of cause-related marketing (CRM) and social marketing (SM) strategies in the sport marketing context. Furthermore, these strategies are often confused with corporate social responsibility (CSR). The main purpose of this study was therefore to investigate the adoption of CRM and SM marketing strategies by professional sport organizations (PSOs) in South Africa. An interpretivist philosophy and qualitative approach was adopted for the study, which centered on in-depth interviews conducted with key individuals from six South African PSOs. The findings revealed encouraging evidence of South African PSOs engagement in CRM and SM activities. However, it also revealed that the strategic potential of these elements were not leveraged, mainly due to a lack of understanding of these concepts. The differences and similarities between CRM and SM are identified, according to practitioner understandings. The study contributes to sport marketing literature and practice by proposing a conceptual framework to guide the effective planning and execution of strategic CRM and SM campaigns by PSOs. This framework can assist PSOs to engage in social responsible marketing approaches to improve their marketing performance while maintaining socially responsible business practices.

64. #PrEP4Teens: LGBTQ+ Adolescent Perspectives on Content and Implementation of a Teen-Centered PrEP Social Marketing Campaign

Adolescents age 13-19 account for >20% of new HIV diagnoses among individuals age 13-29 in the U.S., most occurring among LGBTQ+ teens. Similar trends are observed in the Chicago area. Pre-exposure prophylaxis (PrEP), a highly effective HIV prevention medication, has great potential to curb the HIV epidemic among LGBTQ+ teens. Yet, PrEP awareness and uptake remain subpar within this population. Social marketing campaigns are effective channels to promote PrEP awareness and uptake. As none to our knowledge focus on LGBTQ+ adolescents, we examined perspectives on and preferences for adolescent-focused PrEP messaging among LGBTQ+ teens in the Chicago area.