Social Marketing and Health Messages

Social marketing is become a major part of our day-to-day life. Let’s face it — you’re currently reading a blog with that in mind! Health researchers have long been seeking ways to use social marketing to reach out to their communities and  better aid the public and Dr. Jessica Fits Willoughby may have done just that.  Dr. Willoughby developed a social marketing campaign to promote a program that allows teens to use texting to contact trained health educators with questions about sexual health.  Her published findings, “Everyone has question: Developing a Social Marketing Campaign Promoting a Sexual Health Text Message Service” can be found in Social Marketing Quarterly.

The abstract:

Text message services that provide sexual health information are increasingly popular, but often they are not promoted. This article describes the development of a social marketing campaign promoting a state-based sexual health text message service that allows teens to text a sexual health question directly to a trained health educator. Preproduction and production research using in-depth interviews and focus groups (n = 35) conducted in the southeastern United States provided information on perceived benefits and barriers and teens’ perceptions. Teens were interested in the service and wanted to see relevant settings and relatable teens in advertisements. Teens said that the promotional messages needed to include clear instructions on how to use such a service, as teens were only somewhat familiar with the process of using such a system. Implications for promotion of similarsmq services are discussed.

Management INK has made this article free for the next month! Read the full article published in Social Marketing Quarterly  here. Don’t forget to sign up for e-alerts here so you don’t miss out on SMQ’s latest articles and issues.

This entry was posted in Marketing and tagged , , , , by Cynthia Nalevanko, Senior Editor, SAGE Publishing. Bookmark the permalink.

About Cynthia Nalevanko, Senior Editor, SAGE Publishing

Founded in 1965, SAGE is the world’s leading independent academic and professional publisher. Known for our commitment to quality and innovation, SAGE has helped inform and educate a global community of scholars, practitioners, researchers, and students across a broad range of subject areas. With over 1500 employees globally from principal offices in Los Angeles, London, New Delhi, Singapore, Washington DC, and Melburne, our publishing program includes more than 1000 journals and over 900 books, reference works and databases a year in business, humanities, social sciences, science, technology and medicine. Believing passionately that engaged scholarship lies at the heart of any healthy society and that education is intrinsically valuable, SAGE aims to be the world’s leading independent academic and professional publisher. This means playing a creative role in society by disseminating teaching and research on a global scale, the cornerstones of which are good, long-term relationships, a focus on our markets, and an ability to combine quality and innovation. Leading authors, editors and societies should feel that SAGE is their natural home: we believe in meeting the range of their needs, and in publishing the best of their work. We are a growing company, and our financial success comes from thinking creatively about our markets and actively responding to the needs of our customers.

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