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Whole vs Part: About Audience Segmentation

Social norms marketing campaigns are often designed to reach an entire “population”: all the students in a college or school, all the members of a community, all the workers in a company. This is an efficient and effective way to address common misperceptions and begin a cultural change in regards to a health or risk [...]

By | March 30th, 2015|How To, Social Marketing, Social Norms|Comments Off on Whole vs Part: About Audience Segmentation

Social Norms in Commercial Ads

What makes an intervention a "social norms intervention"? [youtube=https://www.youtube.com/watch?v=4KuMY2lBykk&feature=player_profilepage] This Weight Watchers commercial is a good example of social norms marketing, because it uses most of the following inter-related elements: Working with current, accurate and relevant data about the reality and perceptions of your intended audience; Following a social marketing development process that includes members [...]

By | March 2nd, 2015|How To, Social Norms|Comments Off on Social Norms in Commercial Ads

Asking Sensitive Survey Questions

How does survey format affect college students' willingness to answer sensitive questions? Kays, K., Gathercoal, K., & Buhrow, W. (2012). Does survey format influence self-disclosure on sensitive question items?. Computers in Human Behavior, 28(1), 251-256. This study compared web-based versus paper-based survey of the National College Health Assessment (NCHA). A sample of college students rated each [...]

By | February 23rd, 2015|How To, Literature|Comments Off on Asking Sensitive Survey Questions

Brief Alcohol Intervention is Effective in Mandated Students

Heavy drinking and alcohol-related problems are reduced through BASICS program A new randomized controlled trial has found that undergraduate heavy drinkers, whether mandated or volunteer to participate in the BASICS (Brief Alcohol Screening and Intervention for College Students) program, have fewer drinks weekly and fewer alcohol-related problems, compared to a control group. Even 12 months after the intervention, [...]

By | February 13th, 2015|Alcohol, College students, How To, Literature, News|Comments Off on Brief Alcohol Intervention is Effective in Mandated Students

Alcohol Poisoning

This week’s CDC Vital Signs reports that alcohol poisoning kills around 6 people every day in the U.S. Alcohol poisoning, usually resulting from high-intensity binge drinking, can shut down parts of the brain that control breathing and other vital body functions. The report points out that most of these deaths are in white men, age [...]

By | January 9th, 2015|Alcohol, How To, News|Comments Off on Alcohol Poisoning

CDC’s Great Tools for Social Marketing and Health Communication

Whether you're a health communication practitioner or a researcher, the CDC has excellent resources on its website. The CDC’s Health Communication Science Digest helps you keep up with new publications on health communication and social marketing. Monthly digests are selected for quality and relevance. There is also a cumulative listing that makes it easy to search through [...]

By | December 23rd, 2014|How To, Literature|Comments Off on CDC’s Great Tools for Social Marketing and Health Communication

Health Communication Intervention Design and Evaluation

The CDC publishes the Health Communication Science Digest (HCSD) electronically every month. We noted that the November issue highlights several articles related to" health communication intervention design and evaluation." Here is the monthly email from the CDC's Associate Director for Communication Science, summarizing the November issue of the HCSD. Dear colleagues, The November issue of Health [...]

By | December 2nd, 2014|How To, Literature|Comments Off on Health Communication Intervention Design and Evaluation

What is an acceptable survey response rate?

I’ve been doing some investigating of this question. What follows is a very un-academic and incomplete summary of information from a few articles and web sites. Using a Google Scholar search for "survey response rates" articles published from 2010-2014, I found a 2010 review article in the journal Computers in Human Behavior: Fan, W., & Yan, Z. (2010). Factors [...]

By | November 12th, 2014|How To, Literature|Comments Off on What is an acceptable survey response rate?

New College Students and Risky Alcohol Behaviors

Campus orientation tours, backpacks filled with shiny new binders, freshly minted course syllabi: For students, a new school year is a time of optimism, excitement and new experiences. Unfortunately, it can also be a time of increased risky alcohol behavior, especially for first-year students. Freedom from parental supervision, socializing with peers who can legally purchase [...]

By | August 15th, 2014|Alcohol, College students, How To|Comments Off on New College Students and Risky Alcohol Behaviors

The Power of PIE

How do you create a great social norms marketing message? Whether it’s a poster, a social media post, or a radio spot, here’s a simple trick (compliments of Michael Haines) to crafting social norms messages that will resonate with your intended audience: Make a PIE. Positive: Focus on desired behaviors that the intended population already [...]

By | July 3rd, 2014|How To, Social Marketing, Social Norms|Comments Off on The Power of PIE