Evaluating Social Marketing Campaigns

[We’re pleased to welcome author Diogo Veríssimo of Johns Hopkins University. He recently published an article in Social Marketing Quarterly entitled “Does It Work for Biodiversity? Experiences and Challenges in the Evaluation of Social Marketing Campaigns,” which is currently free to read for a limited time. Below, Dr. Veríssimo provides insight on impact evaluation and behaviour change:]

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Measuring change is hard. But it is also critical to programs hoping to influence human behaviour towards more positive societal outcomes. In a newly published paper, Does It Work for Biodiversity? Experiences and Challenges in the Evaluation of Social Marketing Campaigns, we tackle the challenge of evaluating social marketing campaigns targeting fishing communities in the Philippines with the goal of driving the adoption of more sustainable fishing practices at the community level.

Research on impact evaluation is vital to improve implementation, particularly in high uncertainty high complexity environment such as those in which social marketing operates. By measuring our impact we can first ensure we do no harm and then learn what works, to improve with each iteration. This is even more pressing in the environmental context, as we have lagged far behind sectors such as public health or international development in impact evaluation. Therefore, our goal with this paper was to showcase how we can raise the bar on the evaluation of behaviour change efforts, in this case social marketing, in a particularly changing subject, that of fisheries management in the tropics.

Our work focused on the evaluation of three social marketing campaigns in the Philippines, using a quasi-experiments design of match campaign and control sites. We measured both social indicators through surveys and biological indicators using underwater ecological surveys. We found limited evidence of behaviour change amongst fisherman and no evidence of change in fish biomass as a result of the campaigns. Yet, we also discussed the fact that this last result is fully expected, given how long fisheries take to recover, a timeline often measured in decades, not years. This has implications not only for the way that we plan and implement social marketing campaigns but also for donors who should be aware that expecting biological change in the often short project cycles may just be unrealistic.

Moreover, our research hopes to highlight the difficulties of carrying out competent impact evaluations in a context where both social and biological indicators need to be measured and where both terrestrial and in-water data is needed. This has obvious implications in terms of cost, not only in terms of money, time and staff but also in terms of required technical expertise. Project budgets need to reflect this reality if we are to be truly evidence-based and take responsibility for the interventions we implement. After all it is not about success and failure, it should most of all be about learning.

Building Consensus through the Delphi Model

[We’re pleased to welcome authors D. Scott Borden of Western State Colorado University, Gareth Shaw and Tim Coles of University of Exeter Business School. They recently published an article in Social Marketing Quarterly entitled “Consensus Building in Social Marketing Campaigns Through the Delphi Method,” which is currently free to read for a limited time. Below, Dr. Borden provides insight on the Delphi Model:]

SMQ_20_2_C1 & C5.inddWhile this piece highlights best practices for promoting water efficiency behavior in tourism accommodation, we focus heavily on the innovative applications of new and, in this case, past methods to aid in promoting social causes. With better tools, and use of them, we can collectively move Social Marketing forward. Additionally, the US, if not the world, has never been, in our lifetime, less in consensus on key issues. There is little question that the Delphi Method is a polarizing tool. Some scholars point to the small sample size or the subjectivity of opinion by ‘experts.’ Though we too hold a healthy skepticism of the Method and attempt to highlight these in the paper, we also see great opportunity for better standardizing the method to bringing people together in consensus. In particular, we appreciate how the Delphi Method honors the voice of the practitioner whom can, at time, be omitted from academic discourse. In this paper, we found the Delphi Method to be an effective tool for building consensus on prioritizing social marketing initiatives. However, we also believe that methods such as these have far reaching applications to current efforts. With this in mind, we look forward to reading of further ideas on applying this tool, and others, in improving the field of Social Marketing and efforts to better our world.