Was There Social Marketing in Victorian England?

matches-924021-mSocial Marketing is not a new concept. In his 1952 article G. D. Wiebe asked “Why can’t you sell brotherhood like you sell soap?” But is it possible that the practice of social marketing could reach back as far as Victorian England? Author Jayne Krisjanous discusses the roots of social marketing in her research on the “Lights in Darkest England” match campaign in late nineteenth century London. Her article entitled “Examining the Historical Roots of Social Marketing Through the Lights in Darkest England Campaign” is available now in the OnlineFirst section of Journal of Macromarketing.

The abstract:

This article discusses the “Lights in Darkest England” (LIDE) match campaign, rolled out by General William Booth, founder of the Salvation Army in London’s East End 1891-1901. The purpose is to draw comparison between this campaign and the definition and principles of social marketing as they are understood today. A case study approach is used. First the Victorian match industry is described and then the Lights in DarkestJMMK_new C1 template.indd England campaign is compared with the elements considered integral to an effective social marketing approach. The Lights in Darkest England match brand was not successful as a commercial enterprise based on sales of matches from the dedicated match factory. However, profit from match sales was not the main intent of this commercial endeavour. Rather, improvement in the harsh working conditions of Victorian match industry workers and the alleviation of phossy jaw were the key objectives. In this regard, the campaign was influential in the interplay between the marketing systems and society of the day. By examining the historical roots of contemporary social marketing a valuable contribution is made to the future development and sustainability of social marketing into the future.

Click here to read “Examining the Historical Roots of Social Marketing Through the Lights in Darkest England Campaign” for free from Journal of Macromarketing. Want to keep updated on all the latest research from Journal of Macromarketing? Click here to sign up for e-alerts!

Encouraging Exercise in the Elderly

Stephan Dahl of Hull University, Lynne Eagle of James Cook University, and Mustafa Ebrahimjee of the Leigh Primary Care Centre are looking at new ways to reach out to the over-65 population when it comes to physical activity. We had a chance to speak with Dr. Dahl about the paper, “Golden Moves: Developing a Transtheoretical Model-based Social Marketing Intervention in an Elderly Population.”  Read some of his thoughts below and the full article in Social Marketing Quarterly here.

There are many social marketing activities trying to increase physical activity as a major contributor to overall health and well-being. Surprisingly, only a few of these have targeted specifically people over the age of 65. However, elderly people can benefit enormously from increased physical activity in general, or even by engaging in a structured exercise programme. Yet, elderly are also a specific target group, with quite different assumptions about and different needs in relation to exercise than younger target audiences. The study “Golden Moves: Developing a Transtheoretical Model-based Social Marketing Intervention in an Elderly Population” therefore examined how this particular group can be reached by social marketing – and how and by whom potentially successful messages regarding the benefits of more physical activity can be communicated to be successful. Using a grounded theory approach, and relying on two samples from two different parts of the UK, the paper shows a modeled inteSMq Coverrvention, based on the transtheoretical model of behaviour change, and how this can be put into practice.

This article is free to our readers for the next month. Don’t forget to sign up for e-alerts to receive the latest research from Social Marketing Quarterly.

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.

Top Five: Social Marketing

Does compassion make dieters more likely to lose weight? What stops people from recycling? Could an anti-drinking Facebook campaign change a student’s life? Find out these answers and more by reading the current top five most-read articles from Social Marketing Quarterly. These papers are free to access through June 26 using the links below. Please share and enjoy!

SMQ_v19n2_72ppiRGB_150pixWErika Beseler Thompson, Frank Heley, Laura Oster-Aaland, Sherri Nordstrom Stastny, and Elizabeth Crisp Crawford
The Impact of a Student-Driven Social Marketing Campaign on College Student Alcohol-Related Beliefs and Behaviors
March 2013

Jill Jesson
Household Waste Recycling Behavior: A Market Segmentation Model
June 2009

Martine Stead, Lisa Arnott, and Emma Dempsey
Healthy Heroes, Magic Meals, and a Visiting Alien: Community-Led Assets-Based Social Marketing
March 2013

Robert Forbus and Jason L. Snyder
Use of Comforting to Enhance Social Marketing Success: A Case Study
June 2013

Daniel Hayden and Fangzhou Deng
The Science of Goal Setting: A Practitioner’s Guide to Goal Setting in the Social Marketing of Conservation
March 2013

Click here to see the current issue of SMQ, and stay abreast of the latest articles covering the efforts of social marketers to protect the environment and increase health, safety and financial well-being: subscribe to the SMQ RSS feed, and click here if you’d like to receive e-alerts about new articles and issues published online before they’re in print.

Invitation to Publish in Social Marketing Quarterly

SMQ_coverSocial Marketing Quarterly (SMQ) is a scholarly, internationally circulated journal focused exclusively on the theoretical, research and practical issues confronting both academics and practitioners. SMQ targets social marketers, communicators and social science professionals who use marketing principles, strategies and techniques to benefit society. SMQ contains research, case studies, conference notices, essays, editorials, interviews, book reviews and other relevant news regarding the efforts of social marketers to protect the environment and increase health, safety and financial well-being.

SMQ publishes original work and fosters a cooperative exploration of ideas and practices that promote innovative strategies. Sections include: Applications, Theory and Review, Case Studies, Training Initiatives, Book Reviews, Notes from the Field, Resources, Commentary and Looking Ahead. SMQ frequently publishes special issues pertaining to current topics of interest and relevance to the social marketing community.

Benefits of Publishing in SMQ
• Rigorous, double-blind peer review
• High visibility and guaranteed exposure to a targeted, global, multidisciplinary audience
• Rolling submissions with prompt, online-first publishing

Submit Papers in These Areas
SMQ accepts various types of manuscripts. We invite you to submit papers that address aspects of social marketing in any of the following areas:
• Research
• Theory
• Case studies of best practices
• Environmental Issues
• Leadership and management
• Impact of Technology
• Evaluation
• Program sustainability

Articles should be submitted via the Manuscript Central online submission system at http://mc.manuscriptcentral.com/usmq. For more information, and for full submission guidelines, please visit smq.sagepub.com.

Can Social Media Spread Good Health?

According to the latest Pew research, nearly three-quarters of U.S. Internet users are looking for health information online, and social media usage continues to grow, with 67 percent of Internet users now on Facebook. Can social media be used for health promotion and education that will make a positive difference in people’s lives? On the third day of National Public Health Week, we highlight articles by health promotion and social marketing experts that identify the challenges and possibilities for social media to help advance public health:

HPP_72ppiRGB_150pixWHolly Korda and Zena Itani, both of the Altarum Institute, published “Harnessing Social Media for Health Promotion and Behavior Change” in the Health Promotion Practice January 2013 issue. The authors wrote:

Rapid and innovative advances in participative Internet communications, referred to as “social media,” offer opportunities for modifying health behavior. Social media let users choose to be either anonymous or identified. People of all demographics are adopting these technologies whether on their computers or through mobile devices, and they are increasingly using these social media for health-related issues. Although social media have considerable potential as tools for health promotion and education, these media, like traditional health promotion media, require careful application and may not always achieve their desired outcomes. This article summarizes current evidence and understanding of using social media for health promotion. More important, it discusses the need for evaluating the effectiveness of various forms of social media and incorporating outcomes research and theory in the design of health promotion programs for social media.

Click here to continue reading “Harnessing Social Media for Health Promotion and Behavior Change” in Health Promotion Practice.

smqPaige Woolley and Michael Peterson, both of the University of Delaware, published “Efficacy of a Health-Related Facebook Social Network Site on Health-Seeking Behaviors” in the Social Marketing Quarterly March 2012 issue. The authors wrote:

The current study was designed to determine the impact of a health-related Facebook fan page on health-seeking actions, thoughts, and behaviors. Ninety Get Up and Do Something (GUADS) fans who were 18 years and older completed an online questionnaire about their perceptions, use, and reaction to a Facebook page. Results revealed the GUADS Facebook page prompts healthseeking actions by motivating fans to search for more health information online. The page positively influences health-related thoughts and behaviors by motivating and reminding fans to engage in healthy behaviors. Frequency of seeing, clicking, and reading GUADS posts was significantly related to health information seeking and health-related thoughts and behaviors. Results suggest that Facebook may be an effective medium to help individuals maintain and adopt a healthy lifestyle.

Click here to continue reading “Efficacy of a Health-Related Facebook Social Network Site on Health-Seeking Behaviors” in Social Marketing Quarterly.

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How To Act on Climate Change

Climate change is a hot-button issue, often turned into a political football. For this and other reasons, it can be easy to lose sight of the real danger that it poses. If you aren’t worried about climate change, here are some questions to consider:

  • Am I at risk if climate change continues?
  • How likely is it that our planet will be negatively affected by climate change?
  • How is climate change going to affect me personally?

If you’ve never asked yourself these questions, you’re not alone: according to an article published in Social Marketing Quarterly,

The results of a study conducted by Maibach, Roser-Renouf, and Leiserowitz (2009) showed that almost 50% of the American public remains unconvinced about the severity of climate change and therefore are not persuaded to adopt behaviors that mitigate climate change. Similarly, a UK study identified lack of knowledge, uncertainty and skepticism, distrust in information sources, externalization of responsibility and blame, belief in technology, belief that climate change is a distant threat, reluctance to change lifestyles, fatalism, feeling helpless, social norms, and other such factors as barriers to engaging in behaviors that mitigate climate change.

One way to motivate people to recognize and act on climate change, the article continues, involves using Protection Motivation Theory, which assumes that if individuals are presented with a “clear and real threat” and ways to overcome it, they will take action as long as the steps are easy enough to follow.

Click here to read the article, “‘Act on Climate Change’: An Application of Protection Motivation Theory,” published by Magdalena Cismaru and Romulus Cismaru, both of the University of Regina; Takaya Ono of Heriot-Watt University; and Kristina Nelson of the University of Regina in Social Marketing Quarterly. Click here to receive e-alerts about brand-new research from the journal.