Social Marketing Quarterly最新文献

{"title":"The Development of an Interdisciplinary and Integrated Model of Occupational Safety","authors":"C. Lagoe, Derek A. Newcomer, Ashley E Fico","doi":"10.1177/15245004211037933","DOIUrl":"https://doi.org/10.1177/15245004211037933","url":null,"abstract":"Background: Occupational safety and health professionals facilitate safer workplaces through the development and implementation of interventions. Empirically validated theories can enhance the likelihood that an intervention will be successful in achieving the desired outcome; however, occupational safety interventions are often devoid of theory or utilize frameworks that fail to take a comprehensive approach to conceptualizing occupational safety processes. Focus of the Article: The current paper seeks to address these gaps by proposing an interdisciplinary and integrated model of occupational safety (IIMOS). Importance to the Social Marketing Field: IIMOS takes an interdisciplinary approach, examining the combined influence of concepts from psychology, social marketing, and occupational safety on behavioral change. This model accounts for the influence that threat appraisal, coping appraisal, and customer service factors can have on safety behaviors’ initiation/adoption and maintenance. Recommendations for Research and Practice: IIMOS may inform the design, implementation, and evaluation of occupational safety and health programs. Although future empirical work must still test the model’s propositions, the model’s in-depth application of social marketing techniques is a novel addition to the field. This model can encourage practitioners to develop innovative products, build relationships with consumers, and design upstream efforts to support program adoption.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"27 1","pages":"249 - 262"},"PeriodicalIF":3.0,"publicationDate":"2021-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46449572","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Can an Index Approach Improve Social Marketing Competitor Analysis?","authors":"M. Raciti","doi":"10.1177/15245004211031872","DOIUrl":"https://doi.org/10.1177/15245004211031872","url":null,"abstract":"Background: Competitive forces influence social marketing efforts. Indeed, social marketers often find themselves “shadow boxing” various forms of competition throughout their interventions. Despite the seminal role of competition as a threat to social marketing intervention efficacy, few empirical studies have undertaken competitive analysis or compared the usefulness of competitive typologies. Thus, this paper proposes an index approach to categorize competitive typologies relevant to a specific social marketing intervention in terms of their ease of use, intuitiveness and generalisability to the broader social cause domain. The proposed index approach is illustrated with empirical data, undertaking a competitive analysis of forces obstructing efforts to address educational inequality in Australia, then comparing the ease of use, intuitiveness and generalisability of 15 competitive typologies noted in the social marketing literature to produce a competitor analysis index. Research Question: Which competitive typologies most effectively frame forces that inhibit educational equality social marketing efforts in Australia? Methods: Via interviews and focus groups, qualitative data were collected from 46 students from low socioeconomic status (LSES) backgrounds at six universities and sought to understand the influence of their home residence’s geographical remoteness on their university participation. The analysis revealed eight participant-identified differential competitors experienced by students from regional, rural and remote settings (LSES-R, n = 25, 54.4%) that were not experienced by those from metropolitan areas (LSES-M, n = 21, 45.6%). Fifteen competitive typologies were identified in the social marketing literature, and their capacity to frame these eight differential forces in terms of their ease of use, intuitiveness and generalisability was critiqued. Findings: Unlike their metropolitan counterparts, LSES-R participants experienced situational (n = 3), dispositional (n = 3) and goal pursuit (n = 2) competitive forces. The most effective competition typologies comprised two classification options that were distinctly different and could classify both the unfriendly and friendly competition that exists in social marketing. Five competitor typologies were identified as easy to use, intuitive and generalizable to the broader educational inequality domain. Together, these five competitor typologies form a competitor analysis index for educational inequality researchers and practitioners to enhance their intervention efficacy. Recommendations: Despite widespread agreement as to the importance of competitor analysis in social marketing, the efficacy of various typologies has received little attention. Social marketers are encouraged to critique competitor typologies before selecting those which enable effective decision-making. Furthermore, it is recommended that social marketers use a competitor analysis index comprised of multiple typolog","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"27 1","pages":"213 - 229"},"PeriodicalIF":3.0,"publicationDate":"2021-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/15245004211031872","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43794123","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Positive, Negative or Both? Assessing Emotional Appeals Effectiveness in Anti-Drink Driving Advertisements","authors":"Murooj Yousef, Timo Dietrich, G. Torrisi","doi":"10.1177/15245004211025068","DOIUrl":"https://doi.org/10.1177/15245004211025068","url":null,"abstract":"Background: The use of advertising to influence social behavior is one element of social marketing campaigns. While it is known that informational appeals are less effective in changing social perceptions and behaviors, the literature presents mixed and inconsistent results of which appeal (i.e. positive negative or both) is more effective in changing social behavior. The purpose of this study is to investigate the effectiveness of positive, negative and a combination of both appeals on young adults’ drink driving perceptions. Focus: This article is related to research and evaluation of the social marketing field. Research Question: Which, if any, of positive, negative or combination of both emotional appeals, is most effective in changing young adults’ drink driving attitudes, norms and intentions and how well do intentions explain behavior? Importance to the Field: The study builds on, and extends previous research exploring the effectiveness of emotional appeals, contributing to the literature by exploring both emotional appeals along the testing of each appeal separately. The research also validates the TRA’s utility beyond previously explored contexts. At a practical level, the research informs the work of advertising message design. It is recommended that, social marketers consider combined emotional appeals approach when designing messages. Methods: Respondents were randomly exposed to one of three emotional appeals (positive, negative or both) and asked to complete a questionnaire about their attitudes, norms and intentions to drink drive before and after exposure. Two analyses were used, Partial Least Squares Structural Equation Modeling to validate the Theory of Reasoned Action (TRA), and paired sample t-tests to assess change of perceptions over time between the three groups. Results: First the study found the TRA to have a strong predictive utility in explaining drink driving intentions. Second, the combination of both positive and negative emotional appeals was found more effective in changing drink driving attitudes, norms and intentions of young adults. Recommendations for Research or Practice: The study recommends that, social marketers consider combined emotional appeals approach when designing messages. However, further investigation is required to confirm this recommendation and as in any campaign, pre-testing the advertisements with the target audience is a must. Limitations: The key limitations of the study include the use of non-probability sampling, self-reported data, and varied exposure times. Future research should utilize autonomic measures to accurately assess perceptions and emotions as well as unifying the time of exposure for all emotional appeals.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"27 1","pages":"195 - 212"},"PeriodicalIF":3.0,"publicationDate":"2021-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/15245004211025068","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46340174","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Development and Evaluation of a Research-Driven Health Communication Campaign to Increase Fruit and Vegetable Consumption Among SNAP-Eligible Ohio Adults","authors":"Rebecca Hofer, M. Wilkin, Elizabeth Mayers, B. Wolford, B. Butler, Blaire Beavers, A. Zubieta","doi":"10.1177/15245004211042413","DOIUrl":"https://doi.org/10.1177/15245004211042413","url":null,"abstract":"Background: Despite evidence of the protective effects of a diet high in fruits and vegetables, intake among Ohio adults remains low. A health communication campaign is an attractive behavior change intervention due to its potential to reach a large audience. Focus of the Article: This study aims to examine the development of a state-level health communication campaign and to assess outcome measures relative to fruit and vegetable intake. Research Question: Two research questions were evaluated: (1) How did Ohio State University Extension use formative research to inform the campaign’s development? and (2) Was campaign exposure associated with increased fruit and vegetable consumption or readiness to increase fruit and vegetable consumption among the target audience comprising Ohio adults eligible for the Supplemental Nutrition Assistance Program (SNAP)? Program Design/Approach: Ohio State University Extension conducted extensive formative evaluation prior to developing the Celebrate Your Plate health communication campaign. The campaign was designed to increase the target audiences’ fruit and vegetable consumption, reinforce messages taught in nutrition education classes, and reach a larger segment of the population with messages promoting healthy behaviors. The campaign was implemented statewide through a multi-year phased rollout and comprised a mix of printed and digital communication channels and an accompanying website. Supportive individual- and community-level programming was also implemented by Ohio State University Extension as part of a multilevel approach to increasing fruit and vegetable intake. Importance to the Social Marketing Field: The limited existing research on the effectiveness of health communication campaigns to increase consumption of healthy foods largely focuses on national campaigns and this study examines effectiveness of a locally tailored campaign. Methods: This study comprised a mixed-methods multi-stage evaluation: qualitative data were collected in four pilot counties to assess the target audience’s awareness and reception of the campaign and recommendations for future efforts. Cross-sectional post-implementation outcome evaluation data were collected and analyzed to assess campaign exposure and behaviors of the target audience. Results: During the pilot evaluation, the target audience responded positively to campaign materials and identified the perceived cost of healthy recipes as a main barrier to changing eating patterns. After the campaign was rolled out statewide, approximately 18% of the target audience indicated exposure to Celebrate Your Plate in aided recall. Campaign exposure was significantly associated with higher fruit (p < .001) and vegetable (p < .001) consumption. The Stages of Change model was used to conceptualize readiness to increase fruit and vegetable consumption; campaign exposure was significantly associated with readiness to increase fruit (p = .001) and vegetable (p = .027) consumption.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"27 1","pages":"267 - 283"},"PeriodicalIF":3.0,"publicationDate":"2021-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43677015","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"CBE: A Framework to Guide the Application of Marketing to Behavior Change","authors":"S. Rundle-Thiele, Timo Dietrich, J. Carins","doi":"10.1177/15245004211021643","DOIUrl":"https://doi.org/10.1177/15245004211021643","url":null,"abstract":"Background: This paper aims to extend the application of social marketing to social and environmentally beneficial behavior change providing a three-step process—Co-create-Build-Engage (CBE). The key strength social marketing brings to the social change space is the development of something of value that moves and motivates people to voluntarily change their behavior; in turn benefitting themselves, the planet and society at large. Method: Using a case study method, this paper identifies how up to eight marketing principles, initially penned to distinguish social marketing from public health, are applied in the three step CBE process, using first time program development and implementation examples. First, programs are co-created (C) with people at the heart of the problem and built (B) to create and embed lasting solutions and finally communities are engaged (E) to partake in these programs. This linear process is applied in first time program development and stages blur following first time implementation as CBE steps become continuous when programs are embedded into communities. This paper outlines four cases demonstrating when and where key marketing activities were applied to co-create, build and implement social marketing programs that achieved behavioral change. Results: Included is a roadmap of the activities that occurred in first time program development and implementation across each stage of the three step CBE process. During co-creation competition is assessed and groups are identified (segmentation). Formative research programs are theoretically underpinned and human centred (customer orientation) and solely aimed at identifying insights to guide program build and engagement. Elements of the marketing mix focus program build ensuring that a valued exchange offering is built. Engagement represents the initial implementation phase and encompasses the set of activities that focus on ensuring people are aware of and can adopt the program. Recommendations for Research or Practice: Many of the foundational techniques that distinguish social marketing from other behavioral science approaches are not widely adopted. This paper offers a roadmap to demonstrate how and when core social marketing activities can be applied to effect voluntary behavior change. Volitional change avoids stigmatization, alienation, reactance and community divides, which occur when behaviors are mandated or when people are told what to do. The CBE process provides a process, outlining social marketing’s key principles and the set of activities that are applied to build more effective marketing programs.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"27 1","pages":"175 - 194"},"PeriodicalIF":3.0,"publicationDate":"2021-06-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/15245004211021643","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49362781","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Drivers of Middle-Class Consumers’ Green Appliance Attitude and Purchase Behavior: A Multi-Theory Application","authors":"Nombulelo Dilotsotlhe, H. Duh","doi":"10.1177/15245004211013737","DOIUrl":"https://doi.org/10.1177/15245004211013737","url":null,"abstract":"Background: Some 80% of the South African (SA) middle class consumers use washing machines, electric cookers, fridges, freezers and other appliances. Considering the growing water and electricity shortages in SA, the government advocates the use of green appliances. However, the factors helping or hindering the positive attitudes, purchase and use of green appliances need examination. Focus of the article: This study focuses on the first and second steps of the community-based social marketing (CBSM) framework, whereby for behavioral change, behaviors, their drivers and barriers are to be examined before strategy formulation. Thus, this study first assessed SA black middle class consumers’ green appliances attitude, behavioral intention and actual behavior. It then integrated the Theory of Consumption Values (TCV), Diffusion of Innovations Theory (DOI), and Theory of Planned Behavior (TPB) to examine the consumer-related and product-related factors helping or hindering the green appliances attitudes, behavioral intentions and actual behavior. Research Hypotheses: From the integration of the TCV, DOI and TPB, a conceptual model was developed that proposed that consumer-related factors (functional, conditional, epistemic, emotional and social values) and product-related factors (relative advantage, complexity, compatibility and observability) will influence green appliances attitude, which with perceived behavioral control will impact behavioral intention, proposed as a driver of actual behavior. Methods: Considering that the black middle-class are a fast growing and large (about 4.2 million South Africans) community of consumers, cross-sectional quantitative data was collected from 500 black middle class consumers through self-administered questionnaires. Partial Least Squares Structural Equation Modeling was used to test 14 hypotheses. Results: The respondents expressed positive attitudes toward green appliances (M = 5.80 on a 7-point Likert scale and positive intention to buy green appliances (M = 5.78). Most of the study participants have purchased one or more green appliances (M = 6.09). The integrated model explained 84.5% of attitude toward green appliances. The significant drivers of attitude were functional, conditional, and epistemic values (consumer-related factors), and relative advantage, compatibility, and observability (product-related factors). The attitude, social value and perceived behavioral control explained 83.1% of behavioral intention, which with PBC explained 24.2% of actual behavior. Recommendations for practice: Considering that the third step of the CBSM framework is to develop strategies for behavioral change, the South-African government, environmental agencies and social marketers should seek ways to reward the large segment of black middle class consumers, so that their positive green appliances attitudes and behavioral intentions can further be converted to actual purchase. The consumer-related and product-related d","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"27 1","pages":"150 - 171"},"PeriodicalIF":3.0,"publicationDate":"2021-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/15245004211013737","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42674574","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Antecedents of Green Purchasing Behavior in the Arabic Gulf","authors":"Yasmeen Elsantil","doi":"10.1177/15245004211013467","DOIUrl":"https://doi.org/10.1177/15245004211013467","url":null,"abstract":"Background: Despite consumers appearing to assign great importance to green purchasing and expecting companies to produce their goods in an environmentally friendly way, they do not always exhibit this positive attitude while making purchases. Focus: This paper aims to discuss the extent to which green purchasing behavior in the Arabic Gulf is affected by individuals’ perceived environmental attitudes, concern, perceived seriousness of environmental problems, perceived environmental responsibility, perceived self-identity in environmental protection, perceived social context in environmental protection, as well as demographics. Methods: The study adopted a quantitative research approach using a survey questionnaire on a sample of 324 individuals residing in different Arab countries in the Gulf area. A 5-point Likert scale was used. Path analysis was conducted to test and evaluate the hypothesized relationships among constructs. Results: The study found importantly, by using multiple regression analyses, that consumers’ environmental concern, self-identity in environmental protection, and social context in environmental protection are significant predictors of green purchasing behavior and can predict 38.9% of green purchasing behavior. Among demographic factors, gender showed a significant effect on green purchasing behavior. Importance to Social Marketing Field: The present study enhances the social marketing literature through the understanding of green purchasing behaviors from a perspective of non-Western countries. Recommendation for Research or Practice: This paper has significant managerial implications. The findings could help marketers and government in formulating strategies that encourage green purchasing behavior in the Arabic Gulf. Limitations: Although the current study shed some light on green purchasing behaviors in the Arabic Gulf, it did not focus on a particular type of green product; rather, it looked at green purchasing behavior in general.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"27 1","pages":"133 - 149"},"PeriodicalIF":3.0,"publicationDate":"2021-05-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/15245004211013467","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41676514","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Influencing the Intention to Adopt Anti-Littering Behavior: An Approach With Modified TPB Model","authors":"Jagwinder Singh, R. Kaur","doi":"10.1177/15245004211013333","DOIUrl":"https://doi.org/10.1177/15245004211013333","url":null,"abstract":"Background: Littering has been identified as a major issue in India that has negative impacts on the environment as well as public health. Focus of the article: Guided by the Theory of Planned Behavior, this empirical study determines the influence of three major concepts namely attitude, subjective norms, and self-efficacy on the intention to adopt anti-littering behavior. Research Hypotheses: The hypotheses stipulate that attitude, subjective norms, and self-efficacy have a significant influence on the intention to perform anti-littering behavior. Methods: In total, 750 individuals were interviewed at 34 locations across the states of New Delhi and Punjab (India) in a field survey. The data have been analyzed through confirmatory factor analysis in AMOS 21.0 to classify the considerations of the antecedents of the intention according to their relative significance using the natural gaps in standardized regression weight values. Subsequently, path analysis has been used to test a series of hypotheses concerning the direct effects of attitude, subjective norms, and self-efficacy on the intention to adopt anti-littering behavior. Results: The findings of the study revealed that all three constructs; attitude, subjective norms, and self-efficacy have a significant influence on the intention to adopt anti-littering behavior. Subjective norms influence intention to the highest extent closely followed by attitude. Recommendations for Research/Practice: Social marketers are recommended to target subjective norms and attitude while designing social marketing interventions to promote anti-littering behavior. Limitations: One limitation of this study is the existing gap between self-reported behavioral intention and actual behavior.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"27 1","pages":"117 - 132"},"PeriodicalIF":3.0,"publicationDate":"2021-05-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/15245004211013333","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45352632","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Evaluating Social Marketing Messages in New Zealand’s Like Minds Campaign and Its Effect on Stigma","authors":"Joya A. Kemper, Ann-Marie Kennedy","doi":"10.1177/15245004211005828","DOIUrl":"https://doi.org/10.1177/15245004211005828","url":null,"abstract":"Background: A key objective of government and social marketers is to remove the institutionalized stigma of mental illness, increasing mental health service uptake. While research has evaluated past campaigns based on changes in attitudes and beliefs, very little research has examined the communication messages used in social marketing campaigns. Focus of the Article: This impact evaluation research identifies the institutionalized cultural-moral norms incorporated into New Zealand’s Like Minds mental health advertisements and examines how attitudes and beliefs changed over time in response to these norms. Importance to the Social Marketing Field: This research offers a new approach to social marketing evaluation and demonstrates the importance of consistent incorporation of cultural-moral institutional norms in social marketing campaigns. Method: Using macro-social marketing theory, thematic analysis is used to identify the cultural-moral institutional norms in the Like Minds campaign advertisements over a 10-year period (2002–2012). Results: The Like Minds campaign was found to have multiple cultural-moral institutional norms, such as Mental illness as a villain, Personal responsibility, and Inherent human dignity, as well as utilizing two different institutionalization processes of Socialization and Identity Formation. However, these norms were inconsistently and sometimes contradictorily presented and as a result, not all changes in mental health stigma beliefs and attitudes show long term change. Rates for service uptake also had mixed results during the campaign duration, though overall an increase in uptake was found. Recommendations for Research and Practice: The research highlights the importance of understanding the underlying institutionalized cultural-moral norms presented in communications and aligning those with the overall objectives of a social marketing campaign. Limitations: Like Minds campaign phases 2 to 5 are analyzed, phase 1 was inaccessible for analysis and advertisements after 2012 are not analyzed.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"27 1","pages":"82 - 98"},"PeriodicalIF":3.0,"publicationDate":"2021-04-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/15245004211005828","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45533310","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Using Co-Design to Create Community Advocacy for Biosecurity Behavior Change","authors":"Phill Sherring","doi":"10.1177/15245004211003111","DOIUrl":"https://doi.org/10.1177/15245004211003111","url":null,"abstract":"Background: New Zealand’s Ministry for Primary Industries (MPI) manages the “declare or dispose” biosecurity border compliance social marketing program. Its aim is to protect the country’s important horticulture and agriculture industries from imported pests and diseases, and its environment. The program encourages visitors to New Zealand to leave potential biosecurity risk items at home or dispose in specially marked bins on arrival. An important part of this is having New Zealand ethnic communities advocate on MPI’s behalf to friends and family overseas to follow the biosecurity rules. To fully engage the community to be advocates, it was felt that the community should be involved in the creation of this aspect of the program. Focus of the article: The article is a case study explaining how MPI used co-design methodology to create an advocacy program with a local community to assist behavior change in overseas visitors. The article focusses on the process and planning (including following a six-step co-design model) from a practitioners’ perspective to develop a program co-created with the target audience, rather than the final interventions developed. Program design/approach: The “declare or dispose” program had been solely “expert led” and designed by social marketers and researchers. The program is heavily influenced by a mix of quantitative and ethnographic research. These feed into customer journey mapping where interventions are inserted to influence audiences’ behavior. To assist in advocacy from the New Zealand Indian community to friends and family overseas, a customer led co-design process was developed to create community engagement and advocacy. Methods: MPI ran three co-design sessions involving members of local Indian community groups. The sessions used a mixture of card sorting and open discussion within small groups. The card sorting was used to review, and rate current interventions used in the behavior change program (including interventions both overseas direct to visitors and locally to community members). The open discussion asked participants to generate new ideas for potential new interventions to reach visitors. Results: Through the ranking of existing tools and participant suggestions of new ideas—MPI has developed an advocacy program that spans expert-led and user-led interventions. As hoped, the user-led suggestions were at a community-based level, resulting in a stronger buy-in from the community to deliver advocacy messages to overseas friends and family. Recommendations for practice: The article is useful for practitioners by detailing how to not only use co-design for creating new ideas, but also to evaluate existing ones to create a program blending both expert- and user-led interventions. MPI followed a six-step co-design process to organize its co-design program. This ensured that the right preparation was followed, sessions were effective, and the desired results of the program were achieved.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"106 7","pages":"67 - 81"},"PeriodicalIF":3.0,"publicationDate":"2021-03-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/15245004211003111","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41259683","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}