Social Marketing

/Social Marketing

Ninth Annual National Conference on Health Communication, Marketing, and Media

Early Bird Registration Deadline extended to Friday, July 10, 2015 Ninth Annual National Conference on Health Communication, Marketing, and Media August 11 – 13, 2015  Hyatt Regency  Atlanta, GA  Sponsored by: The National Public Health Information Coalition   To learn more about registration for this year’s conference, click here. To make hotel reservations, click here. [...]

By | June 30th, 2015|News, Social Marketing|Comments Off on Ninth Annual National Conference on Health Communication, Marketing, and Media

The Importance of the 10%

Never can tell what you will learn on the internet. I just found an article about  modeling research published in 2011 by social scientists at Rensselaer Polytechnic Institute. The research demonstrates "...that when just 10 percent of the population holds an unshakable belief, their belief will always be adopted by the majority of the society."  According to [...]

By | June 28th, 2015|News, Social Marketing, Social Norms|Comments Off on The Importance of the 10%

“Nudging” Behavior Change Using Non-normative Statistics

I just read a fascinating study, thanks to my Google Alert for "social norms". We are often faced with the dilemma of the behavior that we want to promote is NOT normative and so does not seem appropriate for a social norms campaign, even if there is a large misperception. Let's take a hypothetical example. Suppose [...]

By | June 27th, 2015|Literature, Social Marketing, Social Norms|Comments Off on “Nudging” Behavior Change Using Non-normative Statistics

“Positive” Or “Negative” Advertising?

We were recently challenged to address a seemingly simple question. However, as with most questions worth asking, the seeming simplicity is deceptive. Here's the question and how we addressed it. Is “positive” advertising better than “negative” advertising? To answer this question, we have to consider a number of variables, including domain, audience, focus and purpose. Domain: [...]

By | June 16th, 2015|Alcohol, College students, How To, Literature, Social Marketing|Comments Off on “Positive” Or “Negative” Advertising?

Review of Social Marketing Literature

This review of scientific literature on social marketing was done with special reference to alcohol and substance abuse: Title Social marketing, the key for dealing with social pathology especially alcohol and substance abuse Abstract Social marketing tries to affect the social behavior of the target audience in a way that is beneficial to the society [...]

By | June 15th, 2015|Alcohol, Literature, Social Marketing|Comments Off on Review of Social Marketing Literature

Empowering or Patronizing?

One of the underlying principles of social norms marketing is expressed by PIE:  messages should be Positive, Inclusive and Empowering. A study of social marketing to "...minimise the harm from alcohol consumption" suggests that many social marketing approaches may be patronizing rather than empowering. What messages does social marketing advertising send? A content analysis of advertisements aiming to [...]

By | June 10th, 2015|Alcohol, Binge Drinking, College students, Literature, Social Marketing|Comments Off on Empowering or Patronizing?

Wordle, wordle on the wall…

Our colleagues at "The Well" at Virginia Commonwealth University recently found an interesting way to capture students' opinion of the Stall Seat Journals (SSJ) that are a core part of the social norms intervention program there: Linda Hancock, PhD, CFNP, RN, Director of the Well, describes what she did: "I just gave out 3x5 cards [...]

By | May 29th, 2015|College students, How To, Social Marketing, Social Norms|Comments Off on Wordle, wordle on the wall…

Social Marketing Campaigns for Minimizing Alcohol Harm

Six key ingredients can increase success Social marketing uses conventional marketing tools and techniques with the aim not of making profit, but of promoting individual and group behavior changes that reap health or social benefits. There are 6 key elements in the social marketing approach that work best when used all together. A new literature [...]

By | April 6th, 2015|Alcohol, Binge Drinking, College students, How To, Literature, Social Marketing, Social Norms|Comments Off on Social Marketing Campaigns for Minimizing Alcohol Harm

Keys to Success: Some Personal Ideas

Adrienne Keller, Ph.D., Research Director, National Social Norms Institute I recently had the opportunity to think about what I considered the essential ingredients to reach college students about health issues. First of all, I realized that my thoughts immediately went to health education and health promotion1 rather than personal clinical information. Secondly, four thoughts came very [...]

By | March 30th, 2015|How To, Social Marketing|Comments Off on Keys to Success: Some Personal Ideas

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