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1.
BMC Public Health ; 24(1): 264, 2024 01 23.
Artigo em Inglês | MEDLINE | ID: mdl-38262982

RESUMO

BACKGROUND: Improving family planning and maternal health outcomes are critical to achieving the Sustainable Development Goals. While evidence on the effectiveness of government-driven public health programs is extensive, more research is needed on effectiveness of private-sector interventions, especially in low- and middle-income countries. We evaluated the impacts of a commercial social-franchising and social-marketing program - Tiko Platform - which created a local ecosystem of health promoters, healthcare providers, pharmacies, stockists/wholesalers, and lifestyle shops. It provided economic incentives through discounts and reward points to nudge health-seeking behaviors from enrolled women consumers/beneficiaries. METHODS: An ex-post facto evaluation was commissioned, and we employed a quasi-experimental design to compare outcomes related to the use of family planning, and antenatal and postnatal services between users and non-users who had registered for Tiko in three North Indian cities. Between March and April 2021, 1514 married women were surveyed, and outcome indicators were constructed based on recall. Despite statistical approaches to control for confounding, the effect of COVID-19 lockdown on Tiko operations and methodological limitations preclude inferring causality or arguing generalizability. RESULTS: We found a strong association between the use of the Tiko platform and the current use of temporary modern contraceptives [non-users: 9.5%, effect: +9.4 percentage points (pp), p-value < 0.001], consumption of 100 or more iron-folic-acid tablets during pregnancy [non-users: 25.5%, effect: +14 pp, p-value < 0.001], receiving four or more antenatal check-ups [non-users: 18.3%, effect: +11.3 pp, p-value 0.007], and receiving postnatal check-up within six weeks of birth [non-users: 50.9%, effect: +7.5 pp, p-value 0.091]. No associations were found between the use of the Tiko platform and the current use of any type of contraceptive (temporary, permanent, or rudimentary). Effects were pronounced when a community health worker of the National Health Mission also worked as a health promoter for the Tiko Platform. CONCLUSION: Commercial interventions that harness market-driven approaches of incentives, social marketing, and social franchising improved family planning and maternal health practices through higher utilization of private market providers while maintaining access to government health services. Findings support a unifying approach to public health without separating government versus private services, but more rigorous and generalizable research is needed. TRIAL REGISTRATION: NCT05725278 at clinicaltrials.gov (retrospective); 13/02/2023.


Assuntos
Serviços de Planejamento Familiar , Marketing Social , Gravidez , Feminino , Humanos , Ecossistema , Saúde Materna , Motivação , Estudos Retrospectivos , Promoção da Saúde , Anticoncepcionais , Índia
2.
Euro Surveill ; 28(47)2023 Nov.
Artigo em Inglês | MEDLINE | ID: mdl-37997667

RESUMO

BackgroundPrevious United Kingdom campaigns targeting antimicrobial resistance (AMR) recommended running multimedia campaigns over an increased timeframe. The 3-year-long Keep Antibiotics Working (KAW) campaign was a mass media campaign in England targeting the public and general practitioners (GPs).MethodsEvery year, pre- and post-campaign questionnaire data were collected from the public, whereas post-campaign interview data were obtained from GPs. Data were weighted to allow pre- and post-campaign comparisons between independent samples. Significant changes in nominal and ordinal data were determined using Pearson's chi-squared (X2) and Mann-Whitney U tests, respectively.ResultsPrompted campaign recognition was high, increasing by 6% from 2018 to 2019 (2017: data unavailable; 2018: 68% (680/1,000); 2019: 74% (740/1,000); X2 = 8.742, p = 0.003). Knowledge regarding declining antibiotic effectiveness when taken inappropriately improved following the campaign (net true: pre-2017 = 69.1% (691/1,000); post-2019 = 77.6%; (776/1,000); X2 = 5.753, p = 0.016). The proportion of individuals reporting concern for themselves or for children (≤ 16 years) about AMR increased by 11.2% (Z = -5.091, p < 0.001) and 6.0% (Z = -3.616, p < 0.001) respectively, pre- to post-campaign. Finally, in 2017, reported confidence to say no to patients requesting antibiotics differed significantly between GPs who were and were not aware of the campaign (net agree: 98.9% (182/184) vs 92.4% (97/105) respectively; X2 = 4.000, p = 0.045).ConclusionA high level of prompted campaign recognition was achieved. The KAW campaign improved aspects of AMR knowledge and certain attitudes towards appropriate antimicrobial use. It increased awareness of and concern about AMR, supporting GP confidence to appropriately prescribe antibiotics. Future determination of measurable behaviour changes resulting from AMR campaigns is important.


Assuntos
Antibacterianos , Marketing Social , Criança , Humanos , Antibacterianos/uso terapêutico , Farmacorresistência Bacteriana , Inglaterra , Pessoal de Saúde , Conhecimentos, Atitudes e Prática em Saúde
3.
Health Promot Int ; 38(6)2023 Dec 01.
Artigo em Inglês | MEDLINE | ID: mdl-37991402

RESUMO

Although the use of celebrities for communication within social marketing to influence voluntary behaviour change has received significant attention, its application to promote infection preventive behaviours, such as frequent handwashing with soap, has received limited attention. Using the health belief model (HBM), the study examined the moderating effect of celebrity endorsement (CE) on the relationship between the predictors of HBM such as perceived severity, susceptibility, benefits, barriers, self-efficacy and target audiences' intention to avoid handshaking, frequently wash hands with soap and cover mouth with an elbow when coughing. Data from 562 respondents were analysed using PLS-SEM. The result shows that CE significantly moderate the relationship between target audiences' perception of severity, susceptibility, self-efficacy and cues to action and intention to perform the recommended infection preventive behaviours. Thus, when a celebrity is employed as a conduit for delivering a social marketing message, particularly about infection preventive behaviour, target audiences are more likely to take action to perform the recommended behaviour. Theoretically, the study shows that although the HBM has been extensively applied to explain health-related behaviours, using celebrities to endorse the various constructs of the HBM significantly enhances the predictive ability of the model.


Assuntos
Higiene das Mãos , Intenção , Sabões , Humanos , Comportamentos Relacionados com a Saúde , Autoeficácia , Marketing Social , Controle de Infecções
4.
Public Health Nutr ; 26(11): 2514-2525, 2023 11.
Artigo em Inglês | MEDLINE | ID: mdl-37424282

RESUMO

OBJECTIVE: Evaluation of California Department of Public Health's three-year social marketing campaign (Be Better) to encourage healthy eating and water consumption among Supplemental Nutrition Assistance Program-Education (SNAP-Ed) California mothers. Andreasen's social marketing framework was used to outline the development and evaluation of the campaign. DESIGN: Quantitative, pre-post cross-sectional study with three cohorts nested within survey years. Generalised estimating equation modeling was used to obtain population estimates of campaign reach and changes in mothers' fruit and vegetable (FV) consumption and facilitative actions towards their children's health behaviours. SETTING: CalFresh Healthy Living (California's SNAP-Ed). PARTICIPANTS: Three separate cohorts of SNAP mothers were surveyed (pre, post) between 2016 and 2018 inclusive. A total of 2229 mothers (ages 18-59) self-identified as White, Latina, African American or Asian/Pacific Islander participated. RESULTS: Approximately 82 percent of surveyed mothers were aware of the campaign as assessed by measures of recall and recognition. Ad awareness was positively associated with mothers' FV consumption (R2 = 0·45), with the proportion of FV on plates and with behaviours that facilitate children's FV consumption and limit unhealthy snacks and sugary drinks (ßs ranged from 0·1 to 0·7). CONCLUSIONS: The campaign successfully reached 82 percent of surveyed mothers. Positive associations between California's Be Better campaign and targeted health behaviours were observed, although the associations varied by year and media channel (i.e. television, radio, billboards and digital). Most associations between ad awareness and outcomes were noted in years two and three of the campaign, suggesting that more than 1 year of campaign exposure was necessary for associations to emerge.


Assuntos
Assistência Alimentar , Verduras , Feminino , Humanos , Criança , Frutas , Saúde da Criança , Marketing Social , Estudos Transversais , Comportamentos Relacionados com a Saúde , California
6.
BMJ Open ; 13(6): e071901, 2023 06 30.
Artigo em Inglês | MEDLINE | ID: mdl-37399439

RESUMO

INTRODUCTION: Knowledge translation has emerged as a practice and a science to bridge the gap between evidence and practice in healthcare. While the field has appropriately borrowed from other related fields to advance its science, there remain fields less mined. One such field with potential relevance to knowledge translation, but limited application to date, is social marketing. This review aims to determine elements of social marketing interventions that could be applied to knowledge translation science. Our objectives are to: (1) summarise the types of studies that have tested social marketing interventions in controlled intervention study designs; (2) describe the social marketing interventions and their effects; and (3) propose strategies for the integration of social marketing interventions into knowledge translation science. METHODS AND ANALYSIS: This scoping review will be conducted using the Joanna Briggs Institute Methodological Guidance. For the first and second objectives, all English-language studies published from 1971 onwards will be included if they (1) used a randomised or non-randomised controlled intervention design, and (2) tested a social marketing intervention as defined by five essential social marketing criteria. The research team will address the third objective through discussion and consensus. All screening and extraction will be performed independently by two reviewers. Variables extracted will include intervention details using essential and desirable social marketing criteria and the context, mechanism and outcomes of the interventions. ETHICS AND DISSEMINATION: This project is a secondary analysis of published papers and does not require ethics approval. We will disseminate our review outputs in knowledge translation journals and present at relevant conferences across the spectrum of the field. We will produce a short and long version of a plain language summary that will be tailored to various groups including implementation scientists and quality improvement researchers. REGISTRATION DETAILS: Open Science Framework Registration link: osf.io/6q834.


Assuntos
Marketing Social , Ciência Translacional Biomédica , Humanos , Marketing , Projetos de Pesquisa , Literatura de Revisão como Assunto
7.
Front Public Health ; 11: 1068624, 2023.
Artigo em Inglês | MEDLINE | ID: mdl-37275501

RESUMO

Objective: This study aimed to conduct a process evaluation of a salt substitute trial conducted in Peru. Methods: Through semi-structured interviews of intervention participants, we documented and analyzed process evaluation variables as defined by the Medical Research Council Framework. This study was a stepped wedge trial conducted in Tumbes, Peru in 2014. The intervention was a community-wide replacement of regular salt (100% sodium) with "Salt Liz" (75% sodium and 25% potassium) using social marketing strategies to promote the adoption and continued use of the salt substitute in daily life. The components of the social marketing campaign included entertainment educational activities and local product promoters ("Amigas de Liz"). Another component of the intervention was the Salt Liz spoon to help guide the amount of salt that families should consume. The process evaluation variables measured were the context, mechanism of action, and implementation outcomes (acceptability, fidelity and adoption, perceptions, and feedback). Results: In total, 60 women were interviewed, 20 with hypertension and 40 without hypertension. Regarding context, common characteristics across the four villages included residents who primarily ate their meals at home and women who were responsible for household food preparation. As the mechanism of action, most participants did not notice a difference in the flavor between regular salt and Salt Liz; those that did notice a difference took around 2 weeks to become accustomed to the taste of the salt substitute. In terms of implementation outcomes, the Salt Liz was accepted by villagers and factors explaining this acceptability included that it was perceived as a "high quality" salt and as having a positive effect on one's health. Participants recognized that the Salt Liz is healthier than regular salt and that it can help prevent or control hypertension. However, most participants could not accurately recall how the compositions of the Salt Liz and regular salt differed and the role they play in hypertension. Although the use of the Salt Liz was far-reaching at the community level, the use of the Salt Liz spoon was poor. Educational entertainment activities were well-received, and most participants enjoyed them despite not always being active participants but rather sideline observers. Conclusion: This process evaluation identifies key intervention components that enabled a successful trial. Seeking and incorporating feedback from the target population helps deepen the understanding of contextual factors that influence an intervention's success. Furthermore, feedback received can aid the development of the intervention product. Some factors that can be improved for future interventions are acknowledged. Clinical trial registration: NCT01960972.


Assuntos
Hipertensão , Marketing Social , Humanos , Feminino , Peru/epidemiologia , Cloreto de Sódio na Dieta , Hipertensão/epidemiologia , Sódio
8.
Saudi Med J ; 44(6): 560-596, 2023 Jun.
Artigo em Inglês | MEDLINE | ID: mdl-37343992

RESUMO

OBJECTIVES: To explore the role of the '4Ps' social marketing strategy on vaccine hesitancy and its impact on public vaccine coverage. The '4Ps' strategy (place, price, product and promotion) is a social marketing tool that had addressed many public issues and vaccinations. METHODS: This study was a retrospective before-after study. A total of 10795 people were enrolled. The routine COVID-19 immunization method was used for the first vaccination doses from 23 March to 11 April, 2021. Then we carried out a '4Ps' social marketing strategy for vaccination from 12 April to 1 May 2021. The vaccine hesitancy and the coverage rate of the first dosage of COVID-19 vaccine in the target population were collected and compared before and after the '4Ps' social marketing strategy. RESULTS: The coverage reached only 6.19% during routine immunization. However, vaccine hesitancy of the target population decreased (52% versus [vs.] 3.1%, before vs. after '4Ps' strategy) and degree of coverage (94.8%, vs. routine vaccination method, p<0.001) significantly increased after taking '4Ps' social marketing strategy. Furthermore, the '4Ps' social marketing strategy also consolidated the completion of the second dosage of COVID-19 vaccines. CONCLUSION: The '4Ps' social marketing strategy greatly reduced vaccine hesitancy and enhanced vaccination coverage and provided a more effective and reliable promotion method in the face of current virus mutations and new vaccination in the future.


Assuntos
Vacinas contra COVID-19 , COVID-19 , Humanos , Hesitação Vacinal , Estudos Retrospectivos , Marketing Social , COVID-19/prevenção & controle , Vacinação
9.
PLoS One ; 18(5): e0285329, 2023.
Artigo em Inglês | MEDLINE | ID: mdl-37167318

RESUMO

Disparities in HIV incidence and PrEP uptake suggest a need to prioritize Black sexual minority men (SMM) in PrEP social marketing initiatives. However, images linking Black SMM to HIV and PrEP may inadvertently reinforce stigma. We examined HIV-negative/status-unknown Black SMM's responses to targeted PrEP advertisements using mixed methods, including an experiment embedded in a longitudinal online survey (Time 1: n = 96; Time 2 [eight weeks]: n = 73) and four focus groups (n = 18). The full factorial experiment included between-groups and within-subjects comparisons. For between-groups comparisons, each participant was randomly assigned to view one of 12 advertisements, which varied by couple composition (Black SMM couple/Black heterosexual couple/multiple diverse couples/no couples) and campaign (PrEPare for the Possibilities/PlaySure/PrEP4Love). We examined couple composition, campaign, and interaction effects on: advertisement judgments (Time 1), PrEP stigma (Time 1), PrEP motivation (Times 1 and 2), and PrEP behavior (Time 2). For within-subjects comparisons, each participant viewed all 12 advertisements, and we examined couple composition, campaign, and interaction effects on advertisement judgments (Time 2). Focus group participants discussed advertising preferences and responded to the same set of advertisements. For between-groups and within-subjects comparisons, we found significant couple composition effects but no or limited campaign and interaction effects on advertisement judgments. Advertisements featuring Black SMM exclusively were judged as more stigmatizing than advertisements without couples. Advertisements with diverse (vs. no) couples were considered more eye-catching and motivating. There were minimal effects of couple composition and campaign on PrEP stigma, motivation, and behavior. Focus group participants corroborated concerns about the potential for PrEP advertisements to be stigmatizing, suggesting advertisements featuring Black SMM exclusively could be alienating and fuel conspiracy theories. Focus group participants generally favored diverse and less sexualized advertisements, particularly for public spaces. Findings collectively highlight the potential for targeted PrEP advertisements to stigmatize Black SMM and support diverse representation.


Assuntos
Infecções por HIV , Profilaxia Pré-Exposição , Minorias Sexuais e de Gênero , Masculino , Humanos , Homossexualidade Masculina , Estereotipagem , Marketing Social , Profilaxia Pré-Exposição/métodos
10.
BMC Public Health ; 23(1): 865, 2023 05 11.
Artigo em Inglês | MEDLINE | ID: mdl-37170200

RESUMO

BACKGROUND: It has been estimated that 60,000 Iranians have been infected with HIV/AIDS and only 36% of them are aware of their status. This study aimed to design, implement and evaluate a social marketing campaign to promote HIV testing in Boyer-Ahmad County, Kohgiluyeh, and Boyer-Ahmad Province, southwest of Iran. MATERIALS AND METHODS: This study was a quasi-experimental pretest-posttest without a control group, developed based on a social marketing assessment and response tool. To design the intervention formative research was conducted, comprised of four focus group discussion sessions with 42 participants of the target community along with seven in-depth semi-structured personal interviews with health care providers involved in the HIV/AIDS Program. Data analysis was done manually using content analysis and the main content was formulated for the campaign. Afterward, the slogan and messages of the campaign were developed. The campaign's materials including banners, posters, pamphlets, referral forms, and short messages were designed, pretested, and revised. Ultimately, the campaign was conducted for one month in October 2019. To determine the effectiveness of the campaign, the rate of referrals to the Center for Behavioral Health Counseling Services (CBHCS), for three months before and after the campaign, was compared. RESULTS: Qualitative findings identified that the majority of the interviewees mentioned that the main reasons for the low rate of referrals to get tested for HIV were lack of awareness and information about HIV/AIDS and its diagnosis as well as the free and confidential tests available from the CBHCS. Moreover, the stigma associated with HIV/AIDS was another important reason for low referrals for testing. The rate of referrals for HIV testing in the three months leading up to the campaign was 18, 32, and 23 people, and three months after the campaign was 64, 81, and 44 individuals; respectively. The results of the multivariate analysis demonstrated that the campaign had increased the rates of referrals for HIV testing through its significant influence on females, and individuals with academic degrees. CONCLUSION: It can be concluded that the social marketing campaign was successful in persuading people to get tested for HIV.


Assuntos
Síndrome de Imunodeficiência Adquirida , Infecções por HIV , Feminino , Humanos , Marketing Social , Irã (Geográfico) , Promoção da Saúde/métodos , Teste de HIV , Infecções por HIV/diagnóstico , Infecções por HIV/prevenção & controle
11.
PLoS One ; 18(4): e0284504, 2023.
Artigo em Inglês | MEDLINE | ID: mdl-37104392

RESUMO

This study examined the perceptions and experiences of middle-aged and older adult participants in electronic sports (eSports) in Hong Kong (HK), China, by using the social marketing (SM) approach. This qualitative study applied SM approach to the design of a center-based eSports intervention for middle-aged and older adults in HK. Interviews were conducted with 39 adults stratified in terms of age (i.e., 45-64 vs. ≥65 years) and experience with eSports. Ten administrators working in community elderly centers were invited for semistructured interviews. Thematic analysis was performed on the data by incorporating SM. Main findings are presented in terms of five P's. The product component of an eSports intervention includes the foundation of eSports (e.g., safety, eSports training), suitable games for older adults, and professional equipment (e.g., large-screen devices and motion-controlled Nintendo Switches). The price component comprises affordability and the frequency and duration of each eSport session, and the place component includes accessibility and spaces to play eSports. The promotion component should be educational in nature and can incorporate free trials and gaming days, short films about older adults playing eSports, promotional channels, physical evidence and annual eSports competitions. The people component consists of support from administrators and the center in charge, the availability of skilled program instructors and staff, and appropriate partnering, team sizes and instructor-to-participant ratios. The 5P's enhance the design of future center-based eSports interventions and can help researchers and practitioners determine which aspects encourage middle-aged and older adults to participate in eSports.


Assuntos
Esportes , Jogos de Vídeo , Idoso , Pessoa de Meia-Idade , Humanos , Hong Kong , Marketing Social , China
12.
Waste Manag Res ; 41(7): 1238-1245, 2023 Jul.
Artigo em Inglês | MEDLINE | ID: mdl-36922705

RESUMO

Irresponsibly disposed electronic cigarette (e-cigarette) waste poses significant public health and environmental harm. This study explores downstream social marketing interventions that can be used to curtail the growth of e-cigarette waste in South Africa through the lenses of the social norms approach. This study harnesses the power of social marketing to identify downstream interventions that can be used by marketers to curb the problem of e-cigarette waste. An exploratory research design and a qualitative method were employed. Six virtual focus groups were conducted to collect cross-sectional data from South African electronic cigarette users. Reciprocal altruism, social orientation value, moral licensing and ecological beliefs were found to be the main normative influences that characterise e-cigarette waste. The results support the proposition that social marketers should employ a downstream approach to develop interventions to curtail the growth of e-cigarette waste. Such measures are envisaged to complement upstream initiatives. This study offers new insights on how to manage e-cigarette waste in the context of an emerging market.


Assuntos
Sistemas Eletrônicos de Liberação de Nicotina , Marketing Social , Normas Sociais , Estudos Transversais , Marketing
13.
Br J Nurs ; 32(5): S24-S32, 2023 Mar 09.
Artigo em Inglês | MEDLINE | ID: mdl-36913329

RESUMO

BACKGROUND: Social marketing is an effective tool to ensure a populationbased behaviour change for a healthy lifestyle. AIM: The aim was to investigate the effects of breast cancer-related printed educational materials on women's behaviours related to early detection and diagnosis of breast cancer within the framework of social marketing. METHOD: This pre-post test one-group study was conducted with 80 women in a family health centre. An interview form, printed educational materials and follow-up form were used to collect the study data. The data were collected at the baseline and through phone calls at the third month. RESULTS: Of the women, 36% had never performed breast self-examination (BSE), 55% had never had clinical breast examination (CBE), and 41% had never had mammography. There were no differences between the measurements made at the baseline and at the third month in terms of performing BSE, and having CBE and mammography. CONCLUSION: The importance of expanding social marketing approaches in terms of global health investments is emphasised. Adoption of positive health behaviours will lead to improvements in health status, as assessed through measures of morbidity and mortality status in cancer.


Assuntos
Neoplasias da Mama , Feminino , Humanos , Neoplasias da Mama/diagnóstico , Marketing Social , Detecção Precoce de Câncer , Mamografia , Programas de Rastreamento , Conhecimentos, Atitudes e Prática em Saúde
14.
Artigo em Inglês | MEDLINE | ID: mdl-36901306

RESUMO

This work aims to explore the usefulness of graphic design in awareness campaigns promoting sustainable tourist destinations and to identify their contribution to the success of the campaigns in terms of their generating increased protection of the natural and socioeconomic resources of the destination. The study applies semiotics to the field of social marketing to build a conceptual model that relates the graphic design of a campaign to public environmental awareness, and to the destination's preservation. In order to test the conceptual model, the campaign "Que la montagne est belle!" of the "Parc Naturel Régional des Pyrénées catalanes" in the French Pyrenees is taken as a case study for analysis, as it aims to preserve the park's natural environment and pastoral activities. The data are analysed using the partial least squares structural equation modelling technique (PLS-SEM), and the results are studied for different segments of the sample. The findings show that the graphic design semiotics influence public environmental awareness and destination preservation by generating in the audience a sensitive, emotional, and cognitive reaction towards the campaign. This innovative framework on graphic design can be adapted to other branding or marketing campaigns to improve destination images.


Assuntos
Marketing , Marketing Social , Meio Ambiente , Emoções , Modelos Teóricos
15.
Artigo em Inglês | MEDLINE | ID: mdl-36901585

RESUMO

In an effort to encourage people to adopt healthy behaviours, social marketing is increasingly used in disease prevention and health promotion. This systematic review aimed to evaluate the effect of prevention initiatives that use social marketing techniques on achieving behavioural change in the general population. We conducted a systematic review of PubMed, Embase, Science Direct, Cochrane, and Business Source Complete. Among 1189 articles identified across all databases, 10 studies met the inclusion criteria (six randomized controlled trials and four systematic reviews). The number of social marketing criteria used varies according to the studies. The results showed positive effects overall, albeit not always statistically significant. The quality of the studies was mixed: 3/4 of the systematic reviews did not meet the methodological criteria, and four out of six randomized trials had at least a high risk of bias. Social marketing is not fully exploited in prevention interventions. However, the greater the number of social marketing criteria used, the more positive the effects observed. Social marketing thus appears to be an interesting concept to bring about behavioural change, but it requires rigorous monitoring to ensure maximum effectiveness.


Assuntos
Promoção da Saúde , Marketing Social , Humanos , Promoção da Saúde/métodos , Viés
16.
J Acad Nutr Diet ; 123(6): 876-888.e1, 2023 06.
Artigo em Inglês | MEDLINE | ID: mdl-36736535

RESUMO

BACKGROUND: Behavioral economics strategies implemented within social marketing campaigns improve eating behavior. OBJECTIVE: To identify which behavioral economics strategies in social marketing messages particularly messengers, norms, and commitments will promote low-income Louisiana residents to add more vegetables to meals. DESIGN: Full profile traditional conjoint analysis survey with single concept ratings. PARTICIPANTS: Purposive sample of low-resource Louisiana residents (N = 213) SETTING: Online survey. INTERVENTION: Participants rated randomized concepts that featured a messenger and a message. MAIN OUTCOME MEASURE: Ratings (one to nine) of likelihood to add vegetables to meals. STATISTICAL ANALYSIS: A model of ratings was generated using mixed-effects multiple regression, which accounted for repeated measurement of participants. Interactions of variables and covariates were modeled. RESULTS: There was a significant main effect of the messenger variable (P = 0.02) and main effect of the message variable (P = 0.008). Pairwise comparisons demonstrated differences between friend (µ (predicted mean) = 6.80) and mother (µ = 7.06; P = 0.03) as well as friend and normal-weight doctor (µ = 7.03; P = 0.04). Pairwise comparisons demonstrated differences between descriptive norm (µ = 6.79) and grocery list precommitment (µ = 7.02; P = 0.05) along with descriptive norm and injunctive norm (µ = 6.98; P = 0.04). Covariate models demonstrated main effects of race (P = 0.006) and sex (P = 0.0001). There was significant variation in the message variable and frequency of vegetable intake interaction (P = 0.01). CONCLUSIONS: Both message and messenger variables predicted the likelihood to add vegetables to meals. Race and sex influenced ratings to add vegetables. As reported vegetable consumption increased, behavioral economics messages improved the likelihood to add vegetables to meals. Behavioral economic approaches are well suited to social marketing messages that aim to promote healthy eating behavior in low-income LA residents.


Assuntos
Economia Comportamental , Verduras , Feminino , Humanos , Marketing Social , Comportamento Alimentar , Louisiana , Frutas
17.
Am J Public Health ; 113(3): 263-266, 2023 03.
Artigo em Inglês | MEDLINE | ID: mdl-36657094

RESUMO

To address disparities in COVID-19 outcomes among Latinos with limited English proficiency in Maryland, our team developed a culturally congruent intervention that coupled a statewide social marketing campaign with community-based COVID-19 services. In the first year, we reached 305 122 people through social media advertisements and had 9607 visitors to the Web site. Social marketing campaigns represent an opportunity to promote COVID-19 testing and vaccine uptake among Latino populations, especially when they are paired with community services that simultaneously address structural barriers to care. (Am J Public Health. 2023;113(3):263-266. https://doi.org/10.2105/10.2105/AJPH.2022.307191).


Assuntos
COVID-19 , Emigrantes e Imigrantes , Humanos , Marketing Social , Teste para COVID-19 , Hispânico ou Latino
18.
Actual. nutr ; 24(1): 32-40, ener. 2023. tab
Artigo em Espanhol | LILACS | ID: biblio-1426231

RESUMO

Introducción: El consumo de bebidas analcohólicas ha aumentado. Médicos y enfermeros resultan estratégicos para promocionar cambios en el estilo de vida. Objetivos: Establecer: la prevalencia de consumo habitual de bebidas analcohólicas comerciales entre médicos y enfermeros, la percepción del carácter saludable, la asociación entre percepción y consumo, y si las técnicas de mercadeo social modifican la percepción y los cambios de hábitos de hidratación. Materiales y métodos: Se incluyeron médicos y enfermeros de las salas de internación. Completaron una encuesta sobre consumo habitual y percepción del carácter saludable de las bebidas. Se realizaron dos intervenciones educativas nutricionales. Al mes, se aplicó un cuestionario sobre percepción y, a quienes refirieron consumo habitual, una encuesta para evaluar cambios de hábitos de hidratación (Prochaska). Diseño Cuasi-experimental, antes/después. Estadística descriptiva (tendencia central y dispersión; frecuencias y proporciones). Estadística inferencial (chi2 significancia del 0,05, Stata 14). Resultados: De los 105 encuestados se observó un consumo habitual: 72,4% (76). Previa a la intervención: el 85,7% (90) consideró no saludable a las gaseosas con azúcar; siendo menor para jugos (59-56,2%) y aguas saborizadas con azúcar (52-49,5%). En su versión sin azúcar consideraron no saludables a: gaseosas 33,3% (35), jugos comerciales 20% (21), y aguas saborizadas 17,1% (18). Dentro de la variedad sin azúcar, quienes consumían gaseosas, jugos y aguas saborizadas, tuvieron una percepción significativamente más saludable: p 0,046, p 0,006 y p 0,0001 respectivamente. Pos intervención, hubo diferencias significativas en la percepción en todos los grupos de bebidas excepto en las gaseosas con azúcar (p 0,190). Entre quienes consumían habitualmente, 60,5% (46) respondió haber iniciado cambios en su hidratación. Conclusiones: La intervención educativa generó cambios en la percepción y en hábitos no saludables. Existe la necesidad de instaurar herramientas innovadoras y espacios sostenidos de educación nutricional para profesionales, teniendo en cuenta su importante rol en la transmisión de conocimientos a los pacientes


Introduction: The consumption of non-alcoholic beverages has increased. Doctors and nurses are strategic in promoting changes in lifestyle. Objectives: To establish: the prevalence of habitual consumption of commercial non-alcoholic beverages among doctors and nurses, perception of healthy character, association between perception and consumption, whether social marketing techniques modify perception, changes in hydration habits. Materials and methods: Physicians and nurses from the hospitalization wards were included. They completed a survey on habitual consumption and perception of the healthy nature of beverages. Two nutritional educational interventions were carried out. After a month, a questionnaire on perception was applied and, to those who reported habitual consumption, a survey to evaluate changes in hydration habits (Prochaska). Quasi-experimental design, before/after. Descriptive statistics (central tendency and dispersion; frequencies and proportions). Inferential statistics (chi2 significance of 0.05, Stata 14). Results: Of the 105 respondents, habitual consumption was observed: 72.4% (76). Before the intervention: 85.7% (90) considered soft drinks with sugar unhealthy; being lower for juices (59-56.2%) and flavored waters with sugar (52-49.5%). In its version without sugar, they considered unhealthy: soft drinks 33.3% (35), commercial juices 20% (21), and flavored waters 17.1% (18). Within the sugar-free variety, those who consumed soft drinks, juices and flavored waters had a significantly healthier perception: p 0.046, p 0.006 and p 0.0001 respectively. Post-intervention, there were significant differences in perception in all beverage groups except soft drinks with sugar (p 0.190). Of those who regularly consumed, 60.5% (46) responded that they had initiated changes in their hydration. Conclusions: The educational intervention generated changes in perception and in unhealthy habits. There is a need to establish innovative tools and sustained spaces for nutritional education for professionals, taking into account their important role in transmitting knowledge to patients


Assuntos
Humanos , Bebidas Gaseificadas , Educação Alimentar e Nutricional , Marketing Social , Hábitos
19.
Public Health Nutr ; 26(1): 256-261, 2023 01.
Artigo em Inglês | MEDLINE | ID: mdl-35938500

RESUMO

OBJECTIVE: Restaurants may be important settings for interventions to reduce children's energy intake. The objective of this study was to test the impact of a parent-focused social marketing campaign to promote healthy children's meals on calories ordered and consumed by children at quick-service restaurants (QSR). DESIGN: Using a repeated cross-sectional study design, two urban communities were randomised to intervention (IN) v. control (C) condition. A community-wide social marketing campaign was implemented in the IN community to empower Black and Latinx mothers who frequent QSR (priority population) to select healthier options for their child. SETTING: Data were collected in 2016 at QSR located within the communities pre- and post-IN and analysed in 2017. PARTICIPANTS: Parents (n 1686; n 819 and n 867 for I and C conditions, respectively) were recruited after placing their QSR order; a survey, receipt and their child's leftovers were collected. RESULTS: Calories ordered did not differ significantly between the IN and C conditions (changeadj = -146·4 kJ (-35·0 kcal); 95 % CI -428·0 kJ (-102·3 kcal), 134·6 kJ (32·2 kcal)). In a sub-analysis of only the priority audience, children in the IN community ordered significantly fewer calories compared to C children in unadjusted models (changeunadj = -510·4 kJ (-122·0 kcal); 95 % CI -1013·4 kJ (-242·2 kcal), -7·5 kJ (-1·8 kcal)), but the trend did not persist after adjusting for covariates (changeadj = -437·2 kJ (-104·5 kcal); 95 % CI -925·5 kJ (-221·2 kcal), 50·6 kJ (12·1 kcal)). Calories consumed followed similar trends. CONCLUSION: The campaign did not significantly reduce children's QSR calories ordered or consumed. However, a quantitatively important mean reduction in calories was suggested among the priority audience, indicating potential for community-wide promotion of healthful children's meals.


Assuntos
Ingestão de Energia , Marketing Social , Feminino , Criança , Humanos , Estudos Transversais , Refeições , Pais , Restaurantes
20.
Violence Against Women ; 29(9): 1832-1852, 2023 07.
Artigo em Inglês | MEDLINE | ID: mdl-36366732

RESUMO

This study explores a social marketing campaign aimed to promote compassionate responses to disclosures of sexual violence from peers and raise awareness of university-based formal support services. Findings from a survey (n = 189) and follow-up focus groups (n = 11) conducted with university students in Australia indicated that exposure to the campaign may support students' self-perceived confidence in responding compassionately to disclosures of sexual violence and raise awareness of university-based formal support services. These findings suggest social marketing may be a useful tool to form part of universities' sexual violence response and prevention strategies. These findings may help inform future university campaigns.


Assuntos
Delitos Sexuais , Marketing Social , Humanos , Universidades , Revelação , Delitos Sexuais/prevenção & controle , Grupos Focais
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