Social Marketing Process Research Articles

Stakeholders engagement model- Social Marketing strategies to improve students’ eating behaviour

Abstract Previous studies have adopted the social marketing framework to investigate change behaviours towards healthier eating habits. However, despite the unequivocal link between Mediterranean Diet and healthy eating, the adoption of social marketing strategies to foster the adherence to such food pattern, remains unexplored, particularly in the context of HEIs. One research goal was to develop a stakeholder engagement model, in order to better craft social marketing strategies aligned with stakeholders’ needs. Hence, as different stakeholders call for different engagement designs, we consider that crossing the Social Marketing Framework with the Stakeholder Engagement Model, provides a solid basis to understand how to engage key stakeholders in the implementation of a program aimed at changing and influencing healthier eating habits aligned with the Mediterranean Diet within public HEIs canteens. Behavioural change in such contexts, demands a systemic and holistic approach, able to engage a diverse range of stakeholders, beyond those whose behaviour is expected to change. Social Marketing provides a strategic framework to promote behavioural change towards collective welfare. In the specific context of public health interventions towards healthier eating habits, this framework has been particularly useful. Hence, in-depth understanding on which stakeholders need to be involved in the social marketing process and at what stages, may yield insights into why some interventions change behaviour and why others do not. Findings revealed that it is not enough to create a single stakeholder engagement model throughout the social marketing plan in a more global perspective, as if one solution fits all. This study highlights the importance of designing glocal social marketing strategies, embedding glocal models of stakeholder engagement: standardizing the tools and practices that are possible and adapting what is necessary so that it has success in different national realities

Convergence of Social Marketing and Engineering: A Lead Mitigation Study in Madagascar

Background and Situation Analysis The importance of Water Sanitation and Hygiene (WASH) projects for the protection of health is embedded in the sustainable development goals. However, within the development and humanitarian fields sustainability of WASH projects is still a challenge with 30–50% of projects failing within two to five years of implementation. Though failure is not linked to any one source, a common theme speaks to a greater need for community engagement and integration of the wants and needs of the end-user in the design process. Social marketing, with its focus on the consumer and use of commercial marketing strategies to achieve behavior change is a promising approach that can be integrated into ongoing WASH initiatives to meet program outcomes and to achieve long-term sustainability. Priority audience Primary audience includes technicians who manufacture and repair pitcher pumps. Secondary audience includes community members in Toamasina, Madagascar, who will experience a decrease in exposure to lead through their water supply. Behavioral objectives Decrease exposure to lead (Pb) introduced through the use of a decentralized, self-supply water system, the pitcher pump. Specifically, decrease use of leaded components in the manufacturing and repair of pitcher-pumps Strategy/Intervention Development of the intervention followed the social marketing process including conducting a situational analysis, identification and selection of a behavioral focus and priority population, formative research, development of an integrated marketing strategy, pretesting the strategy, followed by campaign implementation, and monitoring and evaluation. An intervention focused on building a sense of community and introducing the element of professionalism for the pump manufacturers was developed, consisting of personalized one-on-one outreach to raise awareness of the health topic, followed by skill building trainings on how to make the switch to non-leaded components. This was coupled with tangible products that created a new professional network, documentation of work, and backing of work by trusted government entities. Evaluation Methods and Results Using the theory of planned behavior, a pre/post-test summative evaluation was developed. Preliminary results indicate that pump technicians no longer use lead in pumps unless specifically requested by the pump owners. These results indicate a positive shift towards the use of lead-free components with project follow-up and analysis ongoing. Recommendations for Social Marketing Practice Use of social marketing within the WASH sector is lacking. This paper demonstrates the integration of social marketing in an ongoing WASH project. Through a description of each step of the process, our experiences in implementing it and the lessons learned, we hope to guide future integration. Additionally, this paper demonstrates the convergence of engineers and social marketers working collaboratively on an interdisciplinary team and how this served to enhance project understanding, aid in building local partnerships and help with long-term sustainability.

When Less is More: A Short-form Tool to Increase Segmentation Implementation

Background Segmentation remains underutilised in social marketing research and practice. Simple segmentation tools that are easy to administer and simple for audience members to complete may increase the use of segmentation across the social marketing process. Focus of the Article Segmentation is a foundational marketing principle which allows marketers to tailor marketing activity to the needs of specific groups (segments). Evidence shows that behaviour change is more likely when more principles are used, yet segmentation remains underutilised. Data-driven methods are used to identify segments based on several variables collected via surveys, but they take time, require large sample sizes and technical analyses; and can be costly and time consuming. Importance to the Field Simple diagnostic tools are needed to simplify data collection and increase the use of key social marketing principles such as segmentation. Methods Three studies were conducted to create and verify a short diagnostic segmentation tool and later refine a tool that reflects contemporary social marketing practice. The first employed multiple linear regression to predict segment membership based on previously performed two-step cluster analysis. The second applied the tool to another data set to verify whether the tool could predict segment membership accurately. The final study delivers a short diagnostic tool following the same development approach to a data set drawn from a larger sample that included objective measures ensuring focus moved beyond how individuals think and feel. Results Segments in the first study had been defined by five variables (derived from 16 survey questions). The tool was able to predict segment membership to a high level of accuracy from five questions. In the second study the tool was used to predict segments, which had high correspondence to the segments identified in that analysis, which was also based on five variables (16 questions). The third study extended development to an analysis using 16 defining variables, based on 40 survey questions. The final tool predicted segment membership to a high degree of accuracy based on five survey questions. Recommendations for Research or Practice Segmentation is important for developing understanding that enables social marketers to design social change programs to meet the needs of more people. This simple tool developed and verified within and across samples has potential to simplify data collection enabling greater uptake of segmentation in social marketing practice. The final tool incorporated objective measures to ensure segmentation moves beyond the myopic consumer focus that has dominated social marketing. Future research could use the approach in this paper to derive short diagnostic tools with a broader range of behavioural contexts and with more diverse populations. Limitations The behavioural measures used in these studies were self-report measures, and the use of a more objective measure would further strengthen both the segmentation analysis and short diagnostic tool.

Midstream Players Determine Population-Level Behavior Change: Social Marketing Research to Increase Demand for Lead-Free Components in Pitcher Pumps in Madagascar.

Lead (Pb) exposure through water contamination is an important issue at the intersection of public health and water, sanitation, and hygiene (WASH). Behavior-change programs designed to address this pressing problem rarely take a behavioral-science-informed approach, nor do they consider the role of intermediate players who often influence and support behavior change. Social marketing segments the population and focuses on the consumer/user throughout program development and implementation. To illustrate the social marketing process, this cross-sectional, qualitative design study investigates the use of Pb in the construction and maintenance of household pitcher pumps for potable water in Madagascar. A sample of 18 technicians were interviewed on their current practices, motivators, barriers, and communication channels for knowledge exchange. The results reveal the importance of peers, those considered experts or “market mavens”, and the need for information on the dangers of Pb as an outdated practice for any future intervention. This study advances the notion of a design shift within engineering WASH projects, whereby social/behavioral approaches are used to consider the needs, concerns, and current behaviors of the consumer. We also advocate for engaging intermediate players who often influence behavior change in the rollout of an engineering innovation.

What Causes Social Marketing Programs to Fail? A Qualitative Study

Background: This paper addresses the key factors that cause social marketing programs (typically consisting of discrete programs or interventions, but also including broader-scale initiatives) to fail. It argues that understanding these failures offers greater insight to researchers and practitioners than publications solely focused on successes. Focus: Our paper discusses the causes of the failure of social marketing programs, an area that has largely been ignored in extant research. Research Question: What causes social marketing programs to fail? Importance: As the majority of practitioner-oriented social marketing research focuses on how to develop a successful program, we identify a tendency to ignore failed programs. We suggest that both researchers and practitioners can arguably learn more useful lessons from failures rather than successes. Thus, this paper contributes to social marketing literature by exploring the key causes of social marketing failures. Methods: We conducted ten semi-structured interviews with social marketing practitioners recruited using a purposive sampling technique. Results: We identify four elements responsible for the failure of social marketing programs, each centered on the planning and implementation stage. Firstly, formative research at the earliest stages of program planning is often neglected, resulting in a limited understanding of the target audience. Relatedly, extant research is frequently overlooked during this early planning stage, and this failure to use available social marketing theory and frameworks can result in program performing poorly. Thirdly, for a program to be successful, it must be congruent with the goals of the wider environment and infrastructure within which it is situated; adopting too narrow a focus can also result in a limited impact or program failure. Lastly, we found a common issue relating of stakeholder mismanagement, specifically around issues of power imbalance and mismanaged expectations resulting in social marketing program failing to launch. Researchers and practitioners must acknowledge that social marketing programs do indeed fail but recognize that in these failings lies insight into how to enhance future practice. Recommendations: We suggest that more attention is required from social marketing practitioners during the early design stage into understanding the target audience in detail. We suggest drawing upon extant social marketing frameworks and research to inform the planning and development of social marketing programs. We demonstrate how implementing these changes in the earliest stages of program designs would reduce the chance of program failure. Further, we suggest that adopting a more systems-level approach or critical approach would additionally benefit program outcomes. Limitations: A relatively small sample size could be considered a limitation of the study. Similarly, our focus on practitioner insights may limit the scope of the findings. Future research could advance the current findings by incorporating the views of a broader range of stakeholders, including the target audience themselves. We also suggest future research consider integrating the analysis of failure into the social marketing process to encourage practitioner reflection and inform and improve future practice.

Outcome Evaluation of an Empirical Study: Food Waste Social Marketing Pilot

Background:Evidence indicates behavior change is more likely when more social marketing benchmark principles are applied. Yet, transparent and clear reporting of the application of benchmarks to change behavior is rare.Focus of the Article:The aims of this study were (1) to verify the efficacy of social marketing in reducing food waste and (2) to enumerate and critique the practicality of applying social marketing benchmark criteria.Research Question:To address the research aims, two research questions were proposed: (1) Can a social marketing program designed with consumers reduce household food waste behavior? and (2) How are social marketing benchmarks applied to reduce food waste?Program Design/Approach:A consumer-insight driven social marketing program Waste Not Want Not (WNWN) was designed following the social marketing process and delivered to local Redland City Council residents located within the pilot area. This article reports a process and outcome evaluation for the pilot study and a critical evaluation of benchmark criteria application.Importance to the Social Marketing Field:This article demonstrates social marketing’s efficacy to reduce food waste behavior in households, and it critically evaluates application of benchmark criteria to assist future research and practice.Methods:In total, 314 local council area residents were randomly allocated into either a program ( n = 110) or control group ( n = 204). The program group received intervention materials and invitations to attend the 2-week program activities held in a local shopping center. Control group participants received nothing. The extent of social marketing benchmark application was examined for the WNWN program.Results:Outcome evaluation indicated that the pilot study reduced self-reported household food waste and increased perceived level of self-efficacy in cooking for the program group, but not the control group. WNWN successfully applied five of the eight social marketing benchmark criteria, namely, consumer orientation, insight, competition, marketing mix, and behavior change.Recommendations for Research or Practice:Given that use of more benchmarks increases the likelihood of behavior change, future research must advocate for complete application of the eight major social marketing benchmark criteria in program design. Clear operational definitions are required to improve practice and behavioral change outcomes.Limitations:Study 1 focused on individual feedback and self-reported data minimizing the possibility of generalization. Future research could employ observational methods and involve a wider array of stakeholders to increase generalizability.

Social content marketing, social media and product development process effectiveness in high-tech companies

PurposeThe purpose of this paper is to investigate the impact of social content marketing in social media on the effectiveness of the new product development process of high-tech companies with regard to the e-trust as a mediator between content and effectiveness.Design/methodology/approachFor this study, a descriptive research method has been adopted. Data were collected through a questionnaire. In total, 430 questionnaires were distributed among professionals and managers working in R&D, marketing, sales and strategic departments of firms affiliated with ICT Guild Organization in September 2017. Of this number, 384 complete questionnaires were included in the study. Data were analyzed using structural equation method by Smart PLS software.FindingsFindings show that although social content marketing and e-trust influenced the effectiveness of the product development process, e-trust did not play a mediating role in the relationship between social content marketing and effectiveness of product development process in high-tech companies.Practical implicationsHigh-tech companies, drawing on the results of this research, can utilize the component of social content marketing in social and mobile media and content publication through e-commerce, social and mobile media and m-commerce while analyzing user-generated content to identify user demands and achieve the proper idea generation. At the time of commercializing, by educating and informing customers, they mitigate fears and risks. This will lead to increasing the effectiveness of the product development process, market share and achieving revenue goals.Originality/valueThis study investigates the social content marketing role in product development process in high-tech companies and tests the model in the context of the Tehran IT industries. The result of this study provides a reference for managers of high-tech companies and helps them lower the failure rate of product development.

Utilising stakeholder theory for social marketing process evaluation in a food waste context

Purpose Calls for theoretically informed interventions and a more reflexive stance are apparent in social marketing. Moving from a “prove” to “improve” mentality requires evaluations that learn from experience gained to identify improvements to inform future programme success. This paper considers the value of inclusion of stakeholders in process evaluation. Design/methodology/approach Two participant groups (n = 90, n = 182) and one key stakeholder group (n = 22) were surveyed in person, over the phone and online. Open-ended qualitative responses were analysed for recurring themes. Findings Key stakeholders contribute unique and valuable insight into programme implementation and engagement, expanding evaluation beyond participant feedback. Most notably, the process evaluation illuminated the engagement insight of programme volunteers, mid-level expansion opportunities offered by participating chefs and the perceived value of involvement across all stakeholder groups. Research limitations/implications The study is limited by a lack of systematic stakeholder identification and to a single context, namely food waste. Practical implications This paper affirms the importance of process evaluation and application of stakeholder theory to social marketing. These contributions suggest a widened focus for the widely accepted NSMC benchmark criteria which centre attention on the end users targeted for change. Stakeholders should be included in process evaluations given they contribute important and unique partnership insights. Originality/value This paper extends stakeholder theory use in social marketing providing showcasing potential for this approach to deliver a more reflexive stance.

A national policy process on social marketing

PurposeSince 2004, the British Government has delivered a national policy on social marketing that has created a new frame of reference in this field. This paper aims to study the genesis, evolution and implementation of the policy process that led to an important development in British public health.Design/methodology/approachAn in-depth multifaceted single case study, mixing qualitative and quantitative data including participatory research, enabled by a cognitive approach based on elements of knowledge, ideas, representations and social beliefs in the elaboration of a public policy.FindingsThis approach to understanding the British policy on social marketing process demonstrates a useful explanatory capacity, producing a comprehensive articulation of the main cognitive, normative, and instrumental dimensions of this policy, including its significant mutations influenced by the 2008 Great Recession and subsequent political evolution.Research limitations/implicationsThis paper has followed the British social marketing policy’s implementation in England. In Wales, Scotland and Northern Ireland, this national policy had specific developments that it was not followed in our study In general, subject to complex historical, social and political conditions, this is a field that preserves its dynamism and the ability to question concepts and processes. Ever seeking new directions and solutions, it requires an ongoing research study.Practical implicationsConclusions speak in favour of a prescriptive framework for a national policy on social marketing that can inform other government entities’ efforts to develop similar policies in other countries. A correct understanding of such a political process can lead to better management of its development and its consequent contribution to improving social marketing policy and interventions.Social implicationsA proper conception and management of a social marketing policy can contribute to improving the well-being of citizens.Originality/valueIt is the first time that this specific cognitive approach has been applied so systematically to a national social marketing policy through a long-term research, providing a prescriptive framework for other’ efforts to develop similar policies.

Using previous social marketing efforts to assess a new program

PurposeThis paper aims to report a research approach that explores how to use evaluations of previous social marketing efforts to assess and guide a new shelterbelt program called Working Tree. By targeting farmers, this new program aims to gain benefits from enhancing and expanding on-farm tree shelterbelts on the Canadian prairies.Design/methodology/approachThis paper uses a novel method that relies on secondary data from six completed social marketing cases as data for a comparative analysis with the new program. A conceptual framework is proposed and applied. This framework incorporates process and outcome indicators of evaluation, key dimensions of the rational choice theory and proven practices from experience.FindingsAnalysis suggests key parameters of the Working Tree program to be appropriate, with some modifications. However, limitations in the data also point to avenues for future research to deepen the authors’ understanding of assessing a new social marketing program in the prelaunch phase. More research is needed on what works, where and why.Research limitations/implicationsThe seven indices are a modest set for comparatives and are not exhaustive. Six selected cases are small samples that are unable to fully reflect the environmental nature of the new program; yet, they contained critical data for the comparative analysis. Financial data are not in constant dollars, which would be needed when further analysis is undertaken.Practical implicationsThis paper illustrates the importance of the evaluation stage of the social marketing process. It demonstrates the practicality of being able to effectively draw upon previous evaluations to inform new program investors and social marketers at the prelaunch stage.Originality/valueThe conceptual framework and method present a novel approach to use evaluation data to guide new program funding and initiatives. It is offered with the hope that others might draw upon the ideas presented here and advance them.

Consensus Building in Social Marketing Campaigns Through the Delphi Method

This article investigates the application of the Delphi method as a tool for building stakeholder consensus on the impact and prioritization of campaign initiatives as applied in a campaign to promote water efficiency behavior. To date, use of the Delphi method has been underutilized and not yet applied to evaluating and prioritizing social marketing initiatives. Ten potential initiatives were developed during previous research, aiming to promote water efficiency in tourism accommodation. A Delphi panel of experts ( n = 21) in tourism, water, and social marketing evaluated, prioritized, and rated the importance of factors used for prioritizing each initiative. Three initiatives received the greatest level of prioritization and were considered to have the highest effectiveness to reach project goals. In the context of this research, a Delphi consultation was a viable method toward this application. Best practices and limitations unique to the social marketing process are offered to aid future social marketing efforts in applying the Delphi method.

Utilizing Community-Based Social Marketing in a Recycling Intervention with Tailgaters

The purpose of the current study was to design and implement a pilot intervention following the community-based social marketing (CBSM) process (McKenzie-Mohr & Smith, 1999) and Darnton’s (2008) social marketing framework to change the recycling knowledge and behaviors of tailgaters during home football events for a particular institution of higher education. Researchers asked what effect does a CBSM intervention have on the recycling behavior (via self-reported opinion and actual materials recycled) as well as self-reported knowledge among tailgaters during home football events for a particular IHE. In addition, researchers asked whether the use of students and student-athletes, from the respective IHE, as recycling educators would be better received by tailgaters than some other set of individuals. Both objective and subjective evidence support a conclusion that the pilot intervention enhanced the recycling behavior and recycling knowledge of tailgaters. Subjective evidence supports a conclusion that th...

Enhancing the Capacity to Create Behavior Change: Extension Key Leaders’ Opinions about Social Marketing and Evaluation

Extension educators endeavor to create and measure outcomes beyond knowledge gain. The purpose of this qualitative study was to explore the role of social marketing as a method for creating behavior change within the University of Florida Extension system through key leader opinions. Additionally, the study sought to identify perceptions about program evaluation and training needs related to this area. Semi-structured interviews were conducted with key leaders at the local, regional, and state levels within Florida Extension. Overall, the participants saw great potential in applying social marketing to Extension programming, and identified knowledge, resources, and terminology as key barriers to Extension agents’ adoption of this approach. In discussing program evaluation related to behavior change, the key leaders expressed strong interest in the creation of standardized evaluation tools and the provision of professional development training to support social marketing and evaluation competencies. The interviews revealed substantial confusion between the terms social marketing and social media. A recommendation is made to revisit the term social marketing within Extension, and for educators to consider alternate terminology to eliminate confusion. Implications of the study point to the development of training opportunities that empower Extension professionals to encourage and evaluate behavior change. It is suggested that Extension professionals are already employing many elements of social marketing. Finally, a blending of the Conceptual Programming model with the social marketing process is discussed as a means of structuring Extension program planning when using social marketing.

Promoting healthy growth in the context of a nutrition transition: design of a social marketing model to improve primary care practices (627.2)

Introduction: Mexico, as most developing countries, is facing a nutrition transition. Programs that simultaneously address under nutrition and obesity through a lifecycle approach are needed; however, most programs focus only on under nutrition. A critical period for prevention is pregnancy through the first two years of life. Primary healthcare providers play a key role in promoting healthy growth during this period through promotion of breastfeeding, appropriate complementary feeding, monitoring of linear growth and accelerated weight gain. Objective: To develop an intervention model for the promotion of healthy growth in contexts of nutrition transition, specifically in Mexico’s primary healthcare system. Methods: A mixed‐method, formative study was conducted. To develop the model, we followed the stages of the social marketing process. We identified main barriers to the promotion of healthy growth faced by mothers and healthcare providers using the social‐ecological model. We also analyzed the data from the perspective of the “4 P’s” of social marketing. Results: Though the model we consider ways to ameliorate the identified barriers and propose the organization of services for the promotion of healthy growth as part of Mexico’s health and nutrition promotion program to reduce health disparities. The model was pilot tested in four states of Mexico and will be scaled up nationwide. Conclusion: This model can be used within primary healthcare services of other countries to address the nutrition transition.

An Evaluation of Social Marketing in Humanitarian Tourism Requirements by Using Social Networking Sites

This study aims at identifying human requirements by the factors influencing the social marketing that is a promotional activity for ideas and positive human values. Thus, it aims to improve the living conditions of individuals through the promotion of positive approaches to life. Also, it conducts a mission to save lives and save the society from the physical stereotypes. It also includes the concepts of tourism marketing of most kinds: accessible, adventure, space, travel, dark, human, religious, environmental, cultural, educational, peace, community, poverty, social, township, volunteer travel, ecotourism, developmental and people with humanitarian needs. There is also evidence from sociology, psychology and education to retirees and the elderly linked to people with disabilities in the humanitarian requirements of being social pillars of social marketing. According to the World Health Organization (WHO, 2011) state that one billion handicapped people around the global prevalence worldwide. The number of disabled persons was estimated more (400) million by the International Labour Organization ILO (ILO, 2009; World Bank, 2011). The findings of the study show that the level of social marketing of humanity tourism requirements is the first of its kind (Alhroot, 2012). Statistics show that a large proportion of the community need support guidance, education and special attention to turn to the categories of productive and useful in society. This study recommended that the requirements of humanitarian tourism should endeavor to acquaint it with the factors influencing the social marketing. Also, it is to adapt the social marketing process by using social networking sites as a promotional tool capable of identifying people wants and needs that meets their expectation.

Integrating Social Media and Social Marketing

Social media is a group of Internet-based applications that allows individuals to create, collaborate, and share content with one another. Practitioners can realize social media's untapped potential by incorporating it as part of the larger social marketing strategy, beyond promotion. Social media, if used correctly, may help organizations increase their capacity for putting the consumer at the center of the social marketing process. The purpose of this article is to provide a template for strategic thinking to successfully include social media as part of the social marketing strategy by using a four-step process.

Development of the Oxford Hills Healthy Moms Project Using a Social Marketing Process: A Community-Based Physical Activity and Nutrition Intervention for Low-Socioeconomic-Status Mothers in a Rural Area in Maine

A physical activity and nutrition community intervention called the Oxford Hills Healthy Moms (OHHM) Project was developed using a multifaceted social marketing process, including review of state surveillance results, key informant interviews, and a survey and focus group discussions with low-socioeconomic-status (low-SES) mothers. This formative work was used to make key decisions on the selection of the intervention region, segmentation of the audience, and design of intervention strategies addressing multiple levels of the socioecological model. The OHHM Project aims to increase fruit and vegetable consumption and physical activity levels among low-SES mothers in the Oxford Hills region of Maine. The OHHM Project includes five components: (a) physical activity buddy program, (b) cooking club with education, (c) fruit and vegetable discount buying club with education, (d) increased access to produce vendors, and (e) increased access to places for physical activity.

Creating patient-centred healthcare practices: Social marketing tools and strategies

Social marketing is an effective process to create behaviour change among groups of individuals for the promotion of positive health behaviours. The concept of social marketing has ideal applications for patient-centred care research and practice efforts, particularly when the issues at stake require an understanding of multiple layers of a system, from delivery of healthcare, to the psychology and social epidemiology of patients, to the culture of the community. This paper describes how the social marketing process can be used in the context of encouraging patient-centred care. It also describes the tools used to help pilot communities in Friendly AccessSM, a national effort to improve access to and use of prenatal care and birth services in the USA. The tools introduced here were used to collect and analyse consumer data to aid in health practice delivery decisions. An explanation of how these tools were used by the Friendly AccessSM pilot communities is presented as a case study.

Integration of Social Marketing Elements in the Design of a Physical Activity Program for Preschoolers

As obesity rates in young children continue to rise, the need for innovative nutrition- and physical activity-focused programs is apparent. With limited preschool obesity prevention efforts, a physical activity program, Food Friends Get Movin' with Mighty Moves™, has been developed to compliment a successful nutrition social marketing campaign, Food Friends®. Building off formative research findings, this article focuses on two other stages of the social marketing process – the strategy development and program development – and how elements of the marketing framework were integrated into the design of Mighty Moves. Input from children, teachers, and early childhood specialists greatly contributed to strategy refinement, solidification of the exchange principle, and program development. This information increased the likelihood that the intervention would affect the desired behavior change or product. Superhero graphics were developed for the program as well as creative and engaging program concepts and materials.

A Multidirectional Communication Model: Implications for Social Marketing Practice

The landscape of sending and receiving information has changed dramatically in the past 25 years. The communication process is changing from being unidirectional to multidirectional as consumers are becoming active participants by creating, seeking, and sharing information using a variety of channels and devices. The purpose of this article is to describe how this shift in the communication process- where gatekeepers control the creation and content of information and consumers are less active recipients to one that reflects a multidirectional and more dynamic process with participative consumers-will affect the social marketing process. This shift in communication does not represent an option for social marketers so much as a necessity. As professionals respond to this evolving communication model, the practice of social marketing can remain vibrant as a relevant consumer-oriented approach to behavior change.