Social Marketing Framework Research Articles

Navigating Through Translational Research: A Social Marketing Compass

When prominent health issues are chronic, rooted in complex behaviors, and influenced by cognitive, behavioral, social, cultural, economical, and environmental variables, layered and coordinated interventions are needed. Finding solutions that are valid, reliable, and transferable represents a daunting task for researchers. We know that converting science into action is critical for advancing health, but we have failed to appropriately disseminate evidenced-informed research to practitioners. The purpose of this article is to suggest that a social marketing framework can be the compass down this road less traveled in academic research. An experience developing an evaluation toolkit is described as an example of applying social marketing strategies to knowledge translation.

Using Social Marketing to Understand the Family Dinner with Working Mothers

The family dinner is a valued tradition that affords opportunities for social interaction and attachment, as well as sharing events of the day, role modeling, connectedness, and problem solving. Guided by the social-marketing framework, this study explored factors associated with the frequency of the family dinner among working mothers with children ages 8–11 years. A qualitative design was used, employing focus groups and Atlas-ti software for thematic analysis. Lack of time, cost, and exhaustion/lack of energy emerged as barriers. Working mothers indicated that a youth-based organization operating as a community partner could increase the frequency of the family dinner by helping with homework completion during after-school care, thereby providing mothers with the time necessary to prepare dinner. This research identified both community partners and working mothers as valued resources for prevention strategies. Interventions developed to increase family dinner frequency should emphasize the perceived value while decreasing the costs/barriers.

The Message Development Tool: A Case for Effective Operationalization of Messaging in Social Marketing Practice

That messages are essential, if not the most critical component of any communicative process, seems like an obvious claim. More so when the communication is about health—one of the most vital and elemental of human experiences (Babrow & Mattson, 2003). Any communication campaign that aims to change a target audience's health behaviors needs to centralize messages. Even though messaging strategies are an essential component of social marketing and are a widely used campaign model, health campaigns based on this framework have not always been able to effectively operationalize this key component, leading to cases where initiating and sustaining prescribed health behavior has been difficult (MacStravic, 2000). Based on an examination of the VERB campaign and an Australian breastfeeding promotion campaign, we propose a message development tool within the ambit of the social marketing framework that aims to extend the framework and ensure that the messaging component of the model is contextualized at the core of planning, implementation, and evaluation efforts.

Community Cohesion in the London Borough of Barking and Dagenham

This paper discusses how the critical elements of ‘developing relationships’ and ‘understanding emotions’ within a social marketing framework can be used to influence local government strategy and communications aimed at improving community cohesion and addressing negative myths. Under New Labour, community cohesion became a national and local priority. This is a case study of how one local authority — The London Borough of Barking and Dagenham (LBBD) — has addressed this issue by taking a social marketing approach. The paper also briefly discusses the ‘tone of voice’ adopted by LBBD in response to extensive insight work before outlining an innovative staff training programme. Most frontline staff have now participated in this programme, and the authors are currently evaluating its effectiveness in improving communications and cohesion within the community.

Using a Social Marketing Framework to Transform an Education Program: Lessons from the Hispanic Obesity Prevention and Education (PESO) Program

Programa de Educación Sobre la Obesidad (PESO) was a targeted intervention which intended to raise awareness about the obesity epidemic, reduce the proportion of overweight and obese adults, and promote the consumption of fruits and vegetables within the Hispanic community of Seminole County, Florida. It was funded through the Florida Department of Health statewide Hispanic Obesity and Prevention Program. The PESO program utilized a multidisciplinary design to implement and evaluate a nutrition education and obesity reduction program. The 4-month program was a collaborative effort of the Seminole County Health Department, University of Central Florida, and Iglesia Vida Nueva church in Seminole County. We used a social marketing framework to deliver the curriculum and structure some of the lessons. In addition, we utilized this framework to critique, redesign, and make recommendations for future programs.

Analysis of neonatal health in South Asia

PurposeNeonatal healthcare is a critical issue in public health management. The purpose of this paper is to analyze neonatal health in South Asia. This paper specifically examines the neonatal period of an infant's development, the time from birth to the first 28 days, and the importance of providing each newborn with the necessary vaccines, treatments, and care they may require. In addition to examining neonatal health and those diseases/problems that afflict children without proper care, a closer look will be taken at Southern Asia, where research shows nearly 75 percent of the neonatal deaths that take place in the world, occur.Design/methodology/approachAn extensive literature review using recently published works, government documents, and organizational reports is employed. The research is based on case studies of six South Asian countries and several international participating agencies and non‐governmental organizations working on the improvement of neonatal health.FindingsThe research shows that the majority of the countries in this region lack the funds necessary to provide aide, health services, and other preventative care to their populations. Without the global attention, intervention, and resources provided by these organizations, any progress made in the area of neonatal health in these regions will continue to be hampered. A social marketing framework designed to address this critical public health challenge is presented.Originality/valueIn the modern world, much advancement has been made in terms of neonatal and maternal health and well‐being. As the years have passed, the world has seen many improvements on clinical procedures, health policies and regulations, the quality of training for doctors, nurses, and related specialists, and the various pieces of medical equipment used throughout those hospitals and clinics located within the developing world. Unfortunately, data provided by various research efforts have shown that neonatal mortality continues to occur at high rates throughout countries in South Asia. Individuals in these countries lack access to health care, health education, and other essential components that influence a mother's ability to produce a healthy child and keep that child safe and illness/issue free throughout this fragile period.

We care a lot: Formative research for a social marketing campaign to promote school-based recycling

A city environmental services department aimed to increase recycling in city schools. This study serves as formative research to assist the ESD staff's efforts to encourage pro-recycling knowledge, attitudes, and behaviors to city junior high and high school students. Using a social marketing framework, a review of the literature on antecedents to recycling behavior with a particular focus on adolescents is presented. Based on seven focus groups (total participants N = 62) conducted with adolescents attending city junior high and high school, this study presents formative research findings demonstrating adolescent knowledge, attitudes and behaviors toward recycling. Four recommendations are made: consistent and accessible recycling infrastructure must be in place, an improvement in adolescents’ knowledge of what is and what is not recyclable is important, adult advocates should consider a two-step flow approach using adolescents to promote recycling to adults rather than enhancing adolescent concern for social acceptance, and finally, adolescents may be more globally minded and future-oriented than adults may presume them to be.

Integrating Social Marketing into Sustainable Resource Management at Padre Island National Seashore: An Attitude-Based Segmentation Approach

High demand for outdoor recreation and increasing diversity in outdoor recreation participants have imposed a great challenge on the National Park Service (NPS), which is tasked with the mission to provide open access for quality outdoor recreation and maintain the ecological integrity of the park system. In addition to management practices of education and restrictions, building a sense of natural resource stewardship among visitors may also facilitate the NPS ability to react to this challenge. The purpose of our study is to suggest a segmentation approach that is built on the social marketing framework and aimed at influencing visitor behaviors to support conservation. Attitude toward natural resource management, an indicator of natural resource stewardship, is used as the basis for segmenting park visitors. This segmentation approach is examined based on a survey of 987 visitors to the Padre Island National Seashore (PAIS) in Texas in 2003. Results of the K-means cluster analysis identify three visitor segments: Conservation-Oriented, Development-Oriented, and Status Quo visitors. This segmentation solution is verified using respondents' socio-demographic backgrounds, use patterns, experience preferences, and attitudes toward a proposed regulation. Suggestions are provided to better target the three visitor segments and facilitate a sense of natural resource stewardship among them.

Does social marketing provide a framework for changing healthcare practice?

We argue that social marketing can be used as a generic framework for analysing barriers to the take-up of clinical guidelines, and planning interventions which seek to enable this change. We reviewed the literature on take-up of clinical guidelines, in particular barriers and enablers to change; social marketing principles and social marketing applied to healthcare. We then applied the social marketing framework to analyse the literature and to consider implications for future guideline policy to assess its feasibility and accessibility. There is sizeable extant literature on healthcare practitioners' non-compliance with clinical guidelines. This is an international problem common to a number of settings. The reasons for poor levels of take up appear to be well understood, but not addressed adequately in practice. Applying a social marketing framework brings new insights to the problem." We show that a social marketing framework provides a useful solution-focused framework for systematically understanding barriers to individual behaviour change and designing interventions accordingly. Whether the social marketing framework provides an effective means of bringing about behaviour change remains an empirical question which has still to be tested in practice. The analysis presented here provides strong motivation to begin such testing.

Sustainability for behaviour change in the fight against antibiotic resistance: a social marketing framework

Antibiotic resistance is one of today's most urgent public health problems, threatening to undermine the effectiveness of infectious disease treatment in every country of the world. Specific individual behaviours such as not taking the entire antibiotic regimen and skipping doses contribute to resistance development as does the taking of antibiotics for colds and other illnesses that antibiotics cannot treat. Antibiotic resistance is as much a societal problem as it is an individual one; if mass behaviour change across the population does not occur, the problem of resistance cannot be mitigated at community levels. The problem is one that potentially can be solved if both providers and patients become sufficiently aware of the issue and if they engage in appropriate behaviours. Although a number of initiatives have been implemented in various parts of the world to elicit behaviour change, results have been mixed, and there is little evidence that trial programmes with positive outcomes serve as models of sustainability. In recent years, several scholars have suggested social marketing as the framework for behaviour change that has the greatest chance of sustained success, but the antibiotic resistance literature provides no specifics for how the principles of social marketing should be applied. This paper provides an overview of previous communication-based initiatives and offers a detailed approach to social marketing to guide future efforts.

The Heart Truth: Using the Power of Branding and Social Marketing to Increase Awareness of Heart Disease in Women

In September 2002, the National Heart, Lung, and Blood Institute launched The Heart Truth, the first federally-sponsored national campaign aimed at increasing awareness among women about their risk of heart disease. A traditional social marketing approach, including an extensive formative research phase, was used to plan, implement, and evaluate the campaign. With the creation of the Red Dress as the national symbol for women and heart disease awareness, the campaign integrated a branding strategy into its social marketing framework. The aim was to develop and promote a women's heart disease brand that would create a strong emotional connection with women. The Red Dress brand has had a powerful appeal to a wide diversity of women and has given momentum to the campaign's three-part implementation strategy of partnership development, media relations, and community action. In addition to generating its own substantial programming, The Heart Truth became a catalyst for a host of other national and local educational initiatives, both large and small. By the campaign's fifth anniversary, surveys showed that women were increasingly aware of heart disease as their leading cause of death and that the rise in awareness was associated with increased action to reduce heart disease risk.

Weekly Iron-Folic Acid Supplementation to Improve Iron Status and Prevent Pregnancy Anemia in Filipino Women of Reproductive Age: The Philippine Experience through Government and Private Partnership

With the participation of the government and private sectors in the Philippines, weekly iron-folic acid supplementation introduced within a social marketing framework and a social mobilization campaign successfully improved knowledge and practice of buying and regularly taking supplements by women of reproductive age, both pregnant and non-pregnant. Adolescent girls in school were also active participants.

Implementing Preventive Iron-Folic Acid Supplementation Among Women of Reproductive Age in Some Western Pacific Countries: Possibilities and Challenges

Lack of effective implementation mechanisms is identified as a major obstacle in the prevention and control of iron-deficiency anemia. This paper discusses experiences gained from implementing iron-folic acid supplementation in the Philippines, Vietnam, and Cambodia. The understanding of contextual elements is proposed as a foundation for planning interventions. Moreover, it is suggested that a social marketing framework should provide a way of thinking about how to influence related behaviors. The application of a social marketing framework applied using a "5 P's" approach: public relations and collaboration, product, price, place, and promotion, is described, as well as enabling factors (possibilities) and inhibiting factors (challenges) of this approach. Although a program to improve iron nutrition among women of reproductive age may not be simple to implement, it is essential to enhancing health, human development, and economic advancement in developing countries.

Social Marketing Analysis of 2 Years of Hand Hygiene Promotion

To assess published hand hygiene behavioral interventions that employed a social marketing framework and to recommend improvements to future interventions. We performed a systematic literature review by searching the PubMed database and the Cumulative Index to Nursing and Allied Health Literature for published articles about hand hygiene behavioral interventions in healthcare facilities, schools, and community settings. Our analysis included articles that describe multifaceted interventions and evaluated them with predefined social marketing benchmark criteria. Of 53 interventions analyzed in this review, 16 (30.2%) employed primary formative audience research, 5 (9.4%) incorporated social or behavioral theories, 27 (50.9%) employed segmentation and targeting of the audience, 44 (83.0%) used components of the "marketing mix," 3 (5.7%) considered the influence of competing behaviors, 7 (13.2%) cultivated relationships with the target audience, and 15 (28.3%) provided simple behavioral messages. Thirty-five (66.0%) of the interventions demonstrated a significant improvement in performance, but only 21 (39.6%) were considered to have a strong evaluative design. The median duration of the interventions was 8.0 months. From a social marketing perspective, the promotion of hand hygiene could be improved in several ways. The effectiveness of social marketing in hand hygiene promotion should be tested in future interventions.

The National Diabetes Education Program's “Control Your Diabetes. For Life.” Campaign: Design, Implementation, and Lessons Learned

The National Diabetes Education Program (NDEP) is a federally sponsored national partnership including government, nonprofit, professional, and private sector organizations. The NDEP uses social marketing principles and processes to develop and implement awareness campaigns and educational activities to improve the treatment and health status of people with diabetes. Co-sponsored by the National Institutes of Health (NIH) and the Centers for Disease Control and Prevention (CDC), NDEP launched its “Control Your Diabetes. For Life.” awareness campaign in 1998. The campaign was designed to educate the millions of Americans with diabetes and their social supporters about the seriousness of diabetes, ways to control the disease, and the benefits of good glucose control. The NDEP conducted extensive audience research and applied behavior change theories and the social marketing framework to design, implement, and evaluate the campaign. From 1998 to 2003, the campaign achieved at least 700 million media impressions with its culturally appropriate television and radio public service announcements, print ads, and newspaper and magazine stories. In addition, over half of people with diabetes indicated awareness of the campaign and NDEP has tracked positive trends in practice of blood glucose testing and awareness of the A1C (also known as the hemoglobin A1C), the best measure of blood glucose control, since the campaign's launch.

Applying Behavioral Theories to a Social Marketing Campaign

In 2003, the Centers for Disease Control and Prevention began developing a social marketing campaign, Prevention IS Care, to encourage physicians to routinely screen HIV-infected patients for HIV transmission behaviors and to deliver HIV prevention messages. The planning team selected behavioral theories on the basis of formative research conducted during 2004–2005 and integrated these theories into the social marketing framework. The team decided to use the diffusion of innovation model and social cognitive theory. They selected as their target audience primary care and infectious disease physicians in private practice who deliver care to 50 or more persons living with HIV (PLWH). The social marketing framework, the diffusion of innovation model, and the social cognitive theory facilitated the development of this audience-centered campaign and provided elements that may encourage physicians to adopt the innovation: routine screening of HIV-infected patients for HIV transmission behaviors and delivery of HIV prevention messages during office visits.

The nature and influence of motivation within the MOA framework: implications for social marketing

Abstract Social marketers acknowledge that to achieve optimum programme outcomes, identification and targeting of the non‐conforming cohort is paramount. This article discusses the application of the social marketing framework, motivation, opportunity and ability (MOA) with a particular focus on the motivation aspect of the model. Motivation is considered from the perspectives of intrinsic and extrinsic motivation. Previously, the degree or level of motivation has been used in the operationalisation of the motivation construct, while in this paper the type of motivation is used as the basis for the construct. The construct is then applied to an environmental land management study, namely a rabbit control programme. Specifically, the aims of this paper were to further develop the MOA constructs, with a particular focus on motivation, including intrinsic and extrinsic motivation, to develop an understanding of the factors that are associated with ineffective behaviour and to develop a model to predict effective/ineffective control behaviour. Scales were developed to enable a study of the relationship between the MOA constructs, including intrinsic and extrinsic motivation, and the respondents control behaviour. Data were collected from a random sample of 566 respondents who were involved in the control programme. Using ANOVA and MANOVA techniques, significant differences were found between those landholders that exhibited effective control and ineffective control with regard to all MOA constructs. A multinomial logit (MNL) regression model was then developed to predict behaviour. This model showed that ability and intrinsic motivation were significant predictors of behaviour. The estimated model was able to predict recalcitrant landholders with 98% accuracy. The results of this study therefore provide a significant contribution to social marketing as it is the recalcitrant cohort that social marketers wish to understand and whose behaviour they frequently attempt to rectify in order to achieve stated social and/or environmental objectives. The implications for related social market theory, policy development and environmental management programmes are discussed. Copyright © 2006 John Wiley & Sons, Ltd.

Weekly Iron-Folic Acid Supplementation to Improve Iron Status and Prevent Pregnancy Anemia in Filipino Women of Reproductive Age: The Philippine Experience through Government and Private Partnership

With the participation of the government and private sectors in the Philippines, weekly iron-folic acid supplementation introduced within a social marketing framework and a social mobilization campaign successfully improved knowledge and practice of buying and regularly taking supplements by women of reproductive age, both pregnant and non-pregnant. Adolescent girls in school were also active participants.

Understanding the dynamics of the pharmaceutical market using a social marketing framework

Purpose – The objectives of this paper are to describe the “affordable drugs movement” and present a social marketing framework to place major developments within a meaningful theoretical context.Design/methodology/approach – Specific examples are used to illustrate the framework and its utility in understanding the complexities of the pharmaceutical market. Methods to research the dynamics of the market are also presented.Findings – Provides referenced descriptions and examples of forces causing change within the pharmaceutical market. Classifies forces into six conditions influencing successful social movements: structural conduciveness, structural strains, growth of generalized beliefs, precipitating events, mobilization for action, and utilization of social control by opponents. Suggests social research methodologies to study the conditions in greater depth.Research limitations/implications – This is a descriptive framework that has not been validated for its use in the pharmaceutical market.Practical...

Implementing Preventive Iron-Folic Acid Supplementation Among Women of Reproductive Age in Some Western Pacific Countries: Possibilities and Challenges

Lack of effective implementation mechanisms is identified as a major obstacle in the prevention and control of iron-deficiency anemia. This paper discusses experiences gained from implementing iron-folic acid supplementation in the Philippines, Vietnam, and Cambodia. The understanding of contextual elements is proposed as a foundation for planning interventions. Moreover, it is suggested that a social marketing framework should provide a way of thinking about how to influence related behaviors. The application of a social marketing framework applied using a "5 P's" approach: public relations and collaboration, product, price, place, and promotion, is described, as well as enabling factors (possibilities) and inhibiting factors (challenges) of this approach. Although a program to improve iron nutrition among women of reproductive age may not be simple to implement, it is essential to enhancing health, human development, and economic advancement in developing countries.