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1.
RECIIS (Online) ; 13(4): 817-830, out.-dez. 2019. ilus
Artigo em Português | LILACS | ID: biblio-1047572

RESUMO

Este artigo mapeia as estratégias de atuação do Ministério da Saúde na rede social Instagram. Realizou-se um estudo de caso no período de agosto de 2017 a agosto de 2018 para verificar como o tema da amamentação foi abordado na rede oficial do governo brasileiro para saúde. O corpus tem 65 posts sobre a questão, que foram analisados considerando as métricas de monitoramento das redes sociais: alcance; volume; atividade; engajamento dos usuários e influência do conteúdo junto aos seguidores. Analisando as estratégias de atuação do marketing social e digital identificou-se a falta de interação e resposta aos usuários e a baixa diversidade de representação das mulheres. O levantamento aponta a necessidade de problematizar as práticas do Ministério nesta rede e propor melhorias para ampliar o diálogo com a sociedade.


This article maps out the strategies of performance of the Brazilian Ministry of Health in Instagram's social network. A case study was carried out in the period from August 2017 to August 2018 to verify how the topic of breast-feeding was approached in the official network of the Brazilian government for health. The corpus has 65 posts about that issue which were analised considering the measures to monitor social networks: scope, volume, activity, user engagement and influence of the content on the followers. Analyzing the strategies of social and digital marketing used by the Brazilian government for health, it was identified the lack of interaction with users and of response to them and the low diversity of women represented on its Instagram profile. The research points out that we need to problematize Ministry practices in this network and to propose improvements to broaden the dialogue with the society.


El artículo mapea las estrategias de actuación del Ministerio de Salud de Brasil en la red social Instagram. Se realizó un estudio de caso en el período de agosto de 2017 hasta agosto de 2018 para escudriñar como se abordó el tema de la lactancia en la red oficial del gobierno brasileño para salud. El corpus tiene 65 posts a respecto del asunto y fueron estudiados considerando las medidas para monitorizar redes sociales: alcance; volumen; actividad; interacción de los usuarios e la influencia del contenido en los seguidores. Analizando las estrategias de actuación del marketing social y digital se identificó falta de interactividad, usuarios sin respuesta y la baja diversidad de representación de las mujeres en lo perfil del gobierno brasileño en Instagram. La investigación apunta la necesidad de problematizar las prácticas del Ministerio en esta red y de proponer mejorías para ampliar el diálogo con la sociedad.


Assuntos
Humanos , Aleitamento Materno , Relatos de Casos , Marketing Social , Rede Social , Promoção da Saúde , Sistema Único de Saúde , Comunicação , Redes Comunitárias , Internet , Nutrição do Lactente , Política de Saúde , Relações Interpessoais
2.
Aust N Z J Public Health ; 43(6): 551-557, 2019 Dec.
Artigo em Inglês | MEDLINE | ID: mdl-31667933

RESUMO

OBJECTIVE: To create supportive environments to reduce sugary drink consumption and increase water consumption by partnering with remote Aboriginal and Torres Strait Islander communities in Cape York. METHODS: This paper applied qualitative and quantitative methods to evaluate a co-designed multi-strategy health promotion initiative, implemented over 12 months from 2017 to 2018. Outcome measures included changes in community readiness, awareness of the social marketing campaign and changes in drink availability. Changes in store drink sales were measured in one community and compared to sales in a control store. RESULTS: Community readiness to address sugary drink consumption increased in two of the three communities. Awareness of social marketing campaign messaging was high (56-94%). Availability of drinking water increased in all communities. Water sales as a proportion of total drink volume sales increased by 3.1% (p<0.001) while sugary drink volume sales decreased by 3.4% (p<0.001). CONCLUSIONS: A multi-component strategy with strong engagement from local government, community leaders and the wider community was associated with positive changes in community readiness, drink availability and sales. Implications for public health: Partnering with community leaders in the co-design of strategies to create environments that support healthy drink consumption can stimulate local action and may positively affect drink consumption.


Assuntos
Água Potável , Promoção da Saúde/métodos , Meio Social , Marketing Social , /estatística & dados numéricos , Comportamento de Escolha , Humanos , Grupo com Ancestrais Oceânicos , População Rural , /provisão & distribução
3.
RECIIS (Online) ; 13(2): 365-380, abr.-jun. 2019. ilus
Artigo em Português | LILACS | ID: biblio-1005619

RESUMO

O presente estudo visa compreender os fatores de influência para a redução do consumo das bebidas açucaradas. Nesse intuito, adotou-se uma abordagem qualitativa, a fim de desenvolver ferramentas de marketing social para a promoção da redução do consumo entre adolescentes. Foram realizadas entrevistas gravadas em áudio, com roteiro semiestruturado, sendo entrevistados onze adolescentes de 16 a 18 anos, variando entre estudantes do ensino médio de instituições públicas e privadas do estado da Paraíba. Os resultados indicaram que os principais incentivos para o consumo são o sabor, preço, praticidade e o assédio dos amigos e familiares que incentivavam o consumo de bebidas açucaradas. Fazendo o uso de ferramentas de marketing social, verificou-se que a conscientização sobre os aspectos negativos da ingestão dessas bebidas, a inserção de ações reguladoras e a exposição dos malefícios contribuem para uma nova consciência sobre o consumo dessas bebidas e a redução do consumo.


In order to understand the influence factors for the reduction of consumption of sugar-sweetened beverages, a qualitative approach was adopted in order to develop social marketing tools to promote consumption reduction among adolescents. Interviews were recorded, with a semi-structured script. Eleven adolescents aged 16 to 18 years were interviewed, varying among high school students from public and private institutions in the state of Paraíba. The results indicated that the main incentives for consumption are the taste, price, practicality and harassment of friends and family that encouraged the consumption of sugary drinks. Using social marketing tools, it was found that awareness of the negative aspects of the intake of these beverages, the insertion of regulatory actions and the exposure of the maladies contribute to a new awareness about the consumption of these beverages and the reduction of consumption.


Con el objetivo de comprender los factores de influencia para la reducción del consumo de las bebidas azucaradas, se adoptó un abordaje cualitativo, con el fin de desarrollar herramientas de marketing social para la promoción de la reducción del consumo entre adolescentes. Se realizaron entrevistas grabadas por audio, con guión semiestructurado, siendo entrevistados once adolescentes de 16 a 18 años. Los resultados indicaron que los principales incentivos para el consumo son el sabor, precio, practicidad y el acoso de los amigos y familiares que incentivaban el consumo de bebidas azucaradas. Al hacer el uso de herramientas de marketing social, se verificó que la concientización sobre los aspectos negativos de la ingestión de esas bebidas, con la inserción de acciones reguladoras y la exposición de los maleficios contribuyen a una nueva conciencia sobre el consumo de esas bebidas y la reducción del consumo.


Assuntos
Humanos , Adolescente , Conscientização , Bebidas , Saúde Pública , Adolescente , Marketing Social , Estudantes , Brasil , Consumo de Alimentos , Pesquisa Qualitativa , Açúcares , Comportamento Alimentar
4.
J Bus Contin Emer Plan ; 12(4): 354-367, 2019 Jan 01.
Artigo em Inglês | MEDLINE | ID: mdl-31200798

RESUMO

This paper looks at how emergency planners can use social marketing to help build community resilience, thus reducing the need for external assistance in the event of an emergency. In turn, this benefits an external response by minimising pressures on already stretched finances, staffing and resources. Increased community self-reliance also means that in the event of a situation occurring, any community response can be launched immediately, without waiting for the external response to arrive, thus helping to minimise community losses in the longer term. This paper examines the benefits of community resilience, and discusses how social marketing can be implemented within emergency planning and preparedness initiatives as an effective framework to encourage community self-reliance.


Assuntos
Planejamento em Desastres , Marketing Social
5.
BMC Public Health ; 19(1): 382, 2019 Apr 05.
Artigo em Inglês | MEDLINE | ID: mdl-30953491

RESUMO

BACKGROUND: While acknowledged as one of social marketing's necessities, limited reporting of segmentation exists. The current study seeks to extend segmentation drawing on all four segmentation bases within the context of Queensland young adult sexual health behaviour. METHODS: An online survey was used to collect data from 15 to 29 year old people in Queensland, Australia. Data collection was undertaken online to capture the broader population of young adults and in person on campuses to gather data from students who were currently enrolled at University. Quotas were set to ensure a broad representation was attained reflecting the States demography. RESULTS: Two-step cluster analysis revealed three different segments. The most important variables in segment formation were age, household type, experience of risky sexual encounters and previously being tested or treated for sexually transmissible infections (STIs). The results suggest that demographic and behavioural variables were the most effective in segment definition. CONCLUSIONS: This study investigated young people aged 15-29 in Queensland, Australia to examine group differences drawing from four bases. This study revealed three distinct segments in a sexual health context and highlighted the importance of behavioural variables in segment formation, insight and understanding.


Assuntos
Comportamentos Relacionados com a Saúde , Assunção de Riscos , Comportamento Sexual , Doenças Sexualmente Transmissíveis , Marketing Social , Adolescente , Comportamento do Adolescente , Adulto , Austrália , Análise por Conglomerados , Demografia , Feminino , Humanos , Masculino , Queensland , Estudantes , Inquéritos e Questionários , Universidades , Adulto Jovem
6.
AIDS Behav ; 23(9): 2273-2303, 2019 Sep.
Artigo em Inglês | MEDLINE | ID: mdl-31006047

RESUMO

HIV testing is central to biomedical HIV prevention, but testing among men who have sex with men remains suboptimal. We evaluated effectiveness of mass media and communication interventions to increase HIV testing and explored patterns between study type, internal validity and intervention effectiveness for the first time. Five databases were searched for articles published between 2009 and 2016 using standard MeSH terms. Eligible studies were quality appraised using standard checklists for risk of bias. Data were extracted and synthesised narratively. Nineteen studies met inclusion criteria; 11 were cross-sectional/non-comparative studies, four were pre/post or interrupted time series, three were randomised controlled trials (RCTs) and one was a case study. Risk of bias was high. Five cross-sectional (two graded as high internal validity, one medium and two low) and one RCT (medium validity) reported increased HIV testing. Further work is required to develop and evaluate interventions to increase frequency and maintenance of HIV testing.


Assuntos
Bissexualidade , Infecções por HIV/diagnóstico , Homossexualidade Masculina , Programas de Rastreamento/estatística & dados numéricos , Marketing Social , Comunicação , Infecções por HIV/prevenção & controle , Infecções por HIV/psicologia , Promoção da Saúde , Humanos , Masculino , Meios de Comunicação de Massa , Testes Sorológicos , Comportamento Sexual
7.
Artigo em Inglês | MEDLINE | ID: mdl-30875779

RESUMO

Open defecation is still a major health problem in developing countries. While enormous empirical research exists on latrine coverage, little is known about households' latrine construction and usage behaviours. Using field observation and survey data collected from 1523 households in 132 communities in northern Ghana after 16 months of implementation of Community Led Total Sanitation (CLTS), this paper assessed the factors associated with latrine completion and latrine use. The survey tool was structured to conform to the Risk, Attitude, Norms, Ability and Self-regulation (RANAS) model. In the analysis, we classified households into three based on their latrine completion level, and conducted descriptive statistics for statistical correlation in level of latrine construction and latrine use behaviour. The findings suggest that open defecation among households reduces as latrine construction approaches completion. Although the study did not find socio-demographic differences of household to be significantly associated with level of latrine completion, we found that social context is a significant determinant of households' latrine completion decisions. The study therefore emphasises the need for continuous sensitisation and social marketing to ensure latrine completion by households at lower levels of construction, and the sustained use of latrines by households.


Assuntos
Características da Família , População Rural/estatística & dados numéricos , Toaletes/estatística & dados numéricos , Adulto , Atitude , Defecação , Feminino , Gana , Humanos , Masculino , Pessoa de Meia-Idade , Saneamento/estatística & dados numéricos , Marketing Social
8.
Glob Health Sci Pract ; 7(1): 138-146, 2019 03 22.
Artigo em Inglês | MEDLINE | ID: mdl-30926742

RESUMO

Employing voluntary medical male circumcision (VMMC) within traditional settings may increase patient safety and help scale up male circumcision efforts in sub-Saharan Africa. In Zimbabwe, the VaRemba are among the few ethnic groups that practice traditional male circumcision, often in suboptimal hygienic environments. ZAZIC, a local consortium, and the Zimbabwe Ministry of Health and Child Care (MoHCC) established a successful, culturally sensitive partnership with the VaRemba to provide safe, standardized male circumcision procedures and reduce adverse events (AEs) during traditional male circumcision initiation camps. The foundation for the VaRemba Camp Collaborative (VCC) was established over a 4-year period, between 2013 and 2017, with support from a wide group of stakeholders. Initially, ZAZIC supported VaRemba traditional male circumcisions by providing key commodities and transport to help ensure patient safety. Subsequently, 2 male VaRemba nurses were trained in VMMC according to national MoHCC guidelines to enable medical male circumcision within the camp. To increase awareness and uptake of VMMC at the upcoming August-September 2017 camp, ZAZIC then worked closely with a trained team of circumcised VaRemba men to create demand for VMMC. Non-VaRemba ZAZIC doctors were granted permission by VaRemba leaders to provide oversight of VMMC procedures and postoperative treatment for all moderate and severe AEs within the camp setting. Of 672 male camp residents ages 10 and older, 657 (98%) chose VMMC. Only 3 (0.5%) moderate infections occurred among VMMC clients; all were promptly treated and healed well. Although the successful collaboration required many years of investment to build trust with community leaders and members, it ultimately resulted in a successful model that paired traditional circumcision practices with modern VMMC, suggesting potential for replicability in other similar sub-Saharan African communities.


Assuntos
Circuncisão Masculina/etnologia , Participação da Comunidade , Cultura , Grupos Étnicos , Serviços de Saúde do Indígena , Medicina Tradicional Africana , Programas Voluntários , Adolescente , Adulto , Criança , Circuncisão Masculina/efeitos adversos , Comportamento Cooperativo , Humanos , /terapia , Liderança , Masculino , Pessoa de Meia-Idade , Enfermeiros , Segurança , Marketing Social , Participação dos Interessados , Confiança , Adulto Jovem , Zimbábue
9.
Health Res Policy Syst ; 17(1): 31, 2019 Mar 28.
Artigo em Inglês | MEDLINE | ID: mdl-30922335

RESUMO

BACKGROUND: In Victoria, Australia, emergency calls requesting an ambulance have been increasing at a rate higher than population growth. While most of these calls are for genuine emergencies, many do not require an immediate ambulance response. A collaborative research approach was undertaken to address this issue. The aim of this paper was to evaluate the effectiveness of applying a behaviour change approach to this challenge by first addressing antecedents of behaviour (attitudes, awareness and knowledge). METHODS: The project included a formative research phase to inform the design of a mass media campaign and subsequent evaluation of the campaign. RESULTS: Results indicated that the campaign was successful in increasing community attitudes towards ambulances as being for emergencies only, particularly among those familiar with the campaign material and with other health service options (such as telephone advice lines). CONCLUSIONS: These findings provide support for adopting the Forum approach to increase the chances that a mass media campaign will achieve its stated objectives. Recommendations for future campaign activities are discussed.


Assuntos
Ambulâncias , Atitude , Conscientização , Emergências , Meios de Comunicação de Massa , Marketing Social , Responsabilidade Social , Adolescente , Adulto , Idoso , Idoso de 80 Anos ou mais , Feminino , Conhecimentos, Atitudes e Prática em Saúde , Serviços de Saúde , Humanos , Masculino , Pessoa de Meia-Idade , Vitória , Adulto Jovem
10.
Nutrients ; 11(2)2019 Feb 05.
Artigo em Inglês | MEDLINE | ID: mdl-30764537

RESUMO

We describe a 5-year (2011⁻2015) qualitative evaluation to refine the content/delivery of the Food Hero social marketing campaign recipes to low-income mothers. Objectives were to: (1) identify characteristics looked for in recipes; (2) determine recipe sources; (3) understand motivation for seeking new recipes and recipe adaptations; and (4) identify recipe website characteristics users valued. Nine focus groups (n = 55) were conducted in Portland, Oregon. Participants (35⁻52 years) were primary caregivers for ≥ one child, the primary household food shoppers/preparers, enrolled in the Supplemental Nutrition Assistance Program (SNAP) and able to speak/read English. Participants reported having "go-to" family recipes and regularly searching online for new recipes, especially those using ingredients available/preferred by family members. Recipe websites with highest appeal were polished and engaging to mothers/children, offered user-ratings/comments and were reachable from search engines. Results identified key recommendations: (1) understand the target audience; (2) aim to add healthy/customizable recipes to family "go-to' recipe rotations and understand the impact of generational influences (e.g. how mothers/grandmothers cooked) on family meals; and (3) create websites that meet target audience criteria. Seeking the target audience's input about the content/delivery of recipes is an important formative step for obesity-prevention projects that include healthy recipes.


Assuntos
Culinária , Refeições , Mães , Pobreza , Marketing Social , Adulto , Criança , Família , Grupos Focais , Assistência Alimentar , Humanos , Pessoa de Meia-Idade , Valor Nutritivo
11.
Eval Program Plann ; 74: 20-26, 2019 06.
Artigo em Inglês | MEDLINE | ID: mdl-30802814

RESUMO

With the growing number of sexually transmitted infections (STIs) among young people (15-24) in the US, condom distribution programs (CDP) remain an integral part of prevention strategies. The objective of the study was to gather qualitative insights from CDP planners to inform effective CDP implementation. Ten semi-structured interviews with program planners were conducted via telephone (response rate of 58.8%). Condom distribution channels included site-based distribution (n = 6), web-based distribution (n = 4), and distribution via Uber (n = 1). Site-based distribution programs had distribution networks ranging from 100 to 3500 sites in a given jurisdiction. Planners of site-based CDPs experienced challenges with ensuring quality control at sites and supplying condoms to sites. Web-based CDPs allow individuals to order free condoms online. These CDP planners reported growing demand for this discreet service, particularly among young people. Web-based CDPs leveraged e-mail surveys to collect data on sexual behavior and behavior change, yielding response rates as high as 63%. All CDPs emphasized the importance of supplying a variety of products. Total supplies distributed (male condoms, internal condoms, lubricant sachets) ranged from 16,000 to 45 million per year. Novel channels of distribution should be explored to ensure reach to adolescents and young adults.


Assuntos
Preservativos/provisão & distribução , Marketing/organização & administração , Doenças Sexualmente Transmissíveis/prevenção & controle , Adolescente , Humanos , Internet , Comportamento Sexual , Marketing Social , Estados Unidos , Adulto Jovem
12.
Nutrients ; 11(1)2019 Jan 19.
Artigo em Inglês | MEDLINE | ID: mdl-30669465

RESUMO

This study assessed awareness and attitudes regarding industrial food fortification among adults in urban and rural Mongolia, and the city of Harbin, China. Between 2014 and 2017, surveys were collected from healthy men and women aged ≥18 years (182 Harbin residents and 129 urban and rural Mongolians participating in a nationwide nutrition survey in Mongolia). Survey reproducibility was assessed among 69 Mongolian participants to whom it was administered twice (summer and winter). Findings revealed that only 19% of rural and 30% of urban Mongolians, and 48% of Harbin residents were aware that industrial fortification is practiced in their countries. For most food groups evaluated, at least half of Mongolians and less than half of Harbin residents thought fortification was government-mandated (only the addition of iodine with salt is actually mandated in both countries). Fifty-five percent of rural and urban Mongolians favored mandatory fortification of foods, 14% disapproved of it, and 31% were uncertain (compared with 25%, 38%, and 37% respectively in Harbin). Upon learning that the primary purpose of adding vitamin D to milk is to prevent rickets, 75% of Mongolians but only 18% of Harbin residents favored mandatory fortification, while 42% of Harbin residents favored voluntary fortification (compared with <10% of Mongolians). In conclusion, in Mongolia and Harbin, awareness and understanding of food fortification is low, as is receptivity toward mandatory fortification. Health promotion and social marketing should be designed to create an enabling environment for increasing supply and demand of fortified foods, in support of upcoming program implementation in Mongolia and potential future legislation in northeern China.


Assuntos
Atitude , Conscientização , Dieta , Indústria Alimentícia , Alimentos Fortificados , Adolescente , Adulto , Idoso , China , Feminino , Conhecimentos, Atitudes e Prática em Saúde , Promoção da Saúde , Humanos , Masculino , Pessoa de Meia-Idade , Mongólia , Inquéritos Nutricionais , População Rural , Marketing Social , População Urbana , Adulto Jovem
13.
J Med Internet Res ; 21(1): e11291, 2019 01 21.
Artigo em Inglês | MEDLINE | ID: mdl-30664456

RESUMO

BACKGROUND: While social marketing (SM) campaigns can be effective in increasing testing for sexually transmitted and blood-borne infections (STBBIs), they are seldom rigorously evaluated and often rely on process measures (eg, Web-based ad click-throughs). With Web-based campaigns for internet-based health services, there is a potential to connect campaign process measures to program outcomes, permitting the assessment of venue-specific yield based on health outcomes (eg, click-throughs per test). OBJECTIVE: This study aims to evaluate the impact of an SM campaign by the promotional venue on use and diagnostic test results of the internet-based STBBI testing service GetCheckedOnline.com (GCO). METHODS: Through GCO, clients create an account using an access code, complete a risk assessment, print a lab form, submit specimens at a lab, and get results online or by phone. From April to August 2015, a campaign promoted GCO to gay, bisexual, and other men who have sex with men in Vancouver, Canada. The campaign highlighted GCO's convenience in 3 types of promotional venues-location advertisements in print or video displayed in gay venues or events, ads on a queer news website, and ads on geosocial websites and apps. Where feasible, individuals were tracked from campaign exposures to account creation and testing using venue-specific GCO access codes. In addition, Web-based ads were linked to alternate versions of the campaign website, which used URLs with embedded access codes to connect ad exposure to account creation. Furthermore, we examined the number of individuals creating GCO accounts, number tested, and cost per account created and test for each venue type. RESULTS: Over 6 months, 177 people created a GCO account because of the campaign, where 22.0% (39/177) of these completed testing; the overall cost was Can $118 per account created and Can $533 per test. Ads on geosocial websites and apps accounted for 46.9% (83/177) of all accounts; ads on the news website had the lowest testing rate and highest cost per test. We observed variation between different geosocial websites and apps with some ads having high click-through rates yet low GCO account creation rates, and vice versa. CONCLUSIONS: Developing mechanisms to track individuals from Web-based exposure to SM campaigns to outcomes of internet-based health services permits greater evaluation of the yield and cost-effectiveness of different promotional efforts. Web-based ads with high click-through rates may not have a high conversion to service use, the ultimate outcome of SM campaigns.


Assuntos
Homossexualidade Masculina/estatística & dados numéricos , Comportamento Sexual/fisiologia , Marketing Social/ética , Adulto , Promoção da Saúde , Humanos , Internet , Masculino
14.
Prog Cardiovasc Dis ; 62(1): 39-43, 2019.
Artigo em Inglês | MEDLINE | ID: mdl-30610882

RESUMO

Social marketing campaigns seeking to promote healthy eating hold promise in precision messaging and behavior change related to a key component of healthy living medicine. A systematic review that examines the behaviors promoted against their success is lacking. Of interest is the consideration of stop or go behaviors, such as not eating fast food or increasing the consumption of fruits and vegetables, respectively. We systematically searched five databases for peer-reviewed quantitative articles examining healthy eating campaigns that included at least one ad. We found evidence that campaigns with both stop and go outcomes (such as swapping) and outcomes that were not clarifying whether they were stop or go (such as calling a coach) tended to be more successful than campaigns with simple stop or go outcomes. Further, campaigns that were longer than six months seemed consistently successful. However, with 14 included studies, it is clear that further research is needed.


Assuntos
Publicidade Direta ao Consumidor/métodos , Promoção da Saúde/métodos , Obesidade/prevenção & controle , Assistência Centrada no Paciente/métodos , Medicina de Precisão/métodos , Comportamento de Redução do Risco , Marketing Social , Comportamentos Relacionados com a Saúde , Conhecimentos, Atitudes e Prática em Saúde , Nível de Saúde , Humanos , Obesidade/epidemiologia , Obesidade/fisiopatologia , Obesidade/psicologia , Educação de Pacientes como Assunto/métodos , Fatores de Proteção , Fatores de Risco
15.
AIDS Care ; 31(2): 153-162, 2019 02.
Artigo em Inglês | MEDLINE | ID: mdl-30304940

RESUMO

Social marketing campaigns have been increasingly used in HIV prevention efforts to address barriers to HIV testing. The purpose of this review is to evaluate the social marketing campaigns in the past ten years (2008-2017) that have targeted HIV testing or intent to test as an outcome, and synthesize the results to determine which campaigns work or do not work. The search was conducted using PubMed, Scopus, PsycINFO, EMBASE, and ABI/Inform. The quality assessment tool for quantitative studies developed by the Effective Public Health Practice Project was used to assess study quality. The search generated 373 articles, of which 13 articles met the inclusion criteria. These articles were from 13 distinct campaigns carried out in 9 countries, twelve of which were in high income countries. Sixty-nine percent (n = 9) of the campaigns targeted MSM, gay men, or MSMW, 23% (n = 3) targeted the general population, while 8% (n = 1) focused on African-American women. The study designs for evaluating the campaigns were predominantly cross-sectional, with 4 of the articles combining two or three study designs to evaluate their campaign. Overall, 38% (n = 5) of the campaigns had an increase in HIV testing outcomes, 23% (n = 3) reported no change in HIV testing outcomes, and the remaining 38% (n = 5) of the studies reported mixed outcomes. The results of the quality rating showed that 69% (n = 9) of the papers had weak global ratings, while 31% (n = 4) had moderate rating. None of the articles had a strong rating. This review displayed that social marketing campaigns intended to increase HIV testing uptake were effective in some context. Social marketing practitioners will need to come up with a standardized way of communicating the results of campaign exposure and impact so as to enhance comparison among the multitude of campaigns.


Assuntos
Infecções por HIV/diagnóstico , Promoção da Saúde/métodos , Marketing Social , Bissexualidade , Estudos Transversais , Feminino , Conhecimentos, Atitudes e Prática em Saúde , Homossexualidade Masculina , Humanos , Masculino , Avaliação de Programas e Projetos de Saúde/métodos , Minorias Sexuais e de Gênero
16.
J Adv Nurs ; 75(2): 423-431, 2019 Feb.
Artigo em Inglês | MEDLINE | ID: mdl-30307051

RESUMO

AIM: To pilot the acceptability to practising nurses of the concept of being healthy role models as regards obesity and weight. BACKGROUND: Nursing standards expect nurses to act as role models of professionalism, including maintaining a healthy lifestyle. Many healthcare employers wish to instigate values and social norms about professional behaviour in staff. METHODS: A mixed methods study comprising two stages. In Stage One, an online survey was used to develop an intervention, which was then evaluated by a rapid intercept survey with open-ended questions. Insights from 71 obese nurses, recruited at a 2016 nursing conference, were used to develop a social marketing campaign encouraging a social norm around professional behaviour as regards healthy lifestyles and obesity, with the message that "first impressions count" in staff-patient encounters. The campaign was tested with 79 nurses at three English hospitals. RESULTS: In Stage One, 58% agreed that nurses should be role models and 48% that being obese made the public less likely to trust their public health messages. In Stage Two, the campaign concept of "first impressions count" was widely understood and accepted, but nurses found the introduction of a professional expectation around personal behaviours unacceptable. CONCLUSION: Nurses accept an expectation that they are healthy role models but refute its value when confronted with real-life scenarios. Other aspects of identity were privileged to avoid engaging with the healthy role model message. Personal health behaviour was seen as part of a private domain and not part of their public presentation in professional life.


Assuntos
Promoção da Saúde/métodos , Estilo de Vida Saudável , Papel do Profissional de Enfermagem , Obesidade/enfermagem , Obesidade/prevenção & controle , Identificação Social , Marketing Social , Adulto , Feminino , Humanos , Masculino , Pessoa de Meia-Idade , Projetos Piloto , Inquéritos e Questionários , Adulto Jovem
17.
Int Health ; 11(4): 297-305, 2019 07 01.
Artigo em Inglês | MEDLINE | ID: mdl-30476105

RESUMO

BACKGROUND: Twitter is used for World Pneumonia Day (WPD; November 12) communication. We evaluate if themes of #pneumonia tweets were associated with retweet frequency. METHODS: A total of 28 181 original #pneumonia tweets were retrieved (21 November 2016), from which six subcorpora, 1 mo before and 1 mo after WPD 2011-2016, were extracted (n=6721). Underlying topics were identified via latent Dirichlet allocation and were manually coded into themes. The association of themes with retweet count was assessed via multivariable hurdle regression. RESULTS: Compared with personal experience tweets, tweets that both raised awareness and promoted intervention were 2.62 times as likely to be retweeted (adjusted odds ratio [aOR] 2.62 [95% 1.79 to 3.85]) and if retweeted had 37% more retweets (adjusted prevalence ratio [aPR] 1.37 [95% CI 1.06 to 1.78]). Tweets that raised concerns about vaccine price were twice as likely to be retweeted (aOR 2.29 [95% CI 1.36 to 3.84]) and if retweeted, had double the retweet count (aPR 2.05 [95% CI 1.27 to 3.29]) of tweets sharing personal experience. CONCLUSIONS: The #pneumonia tweets that both raised awareness and promoted interventions and those discussing vaccine price were more likely to engage users than tweets about personal experience. These results help health professionals craft WPD messages that will engage the audience.


Assuntos
Conscientização , Comunicação , Promoção da Saúde/métodos , Pneumonia/prevenção & controle , Marketing Social , Mídias Sociais , Vacinas , Comércio , Humanos , Razão de Chances , Pneumonia/economia , Vacinas/economia
18.
Women Birth ; 32(2): e166-e172, 2019 Apr.
Artigo em Inglês | MEDLINE | ID: mdl-29929921

RESUMO

PROBLEM: The steep increase and inappropriateness of caesarean birth represent a healthcare problem in Iran. AIM: The purpose of study was to evaluate the effect of a campaign based on social marketing to promote normal childbirth. METHOD: The study was designed as a prospective case control study. The social marketing campaign was implemented from March 2016 to January 2017. A demographic data questionnaire, obstetrical history questionnaire, maternal knowledge assessment questionnaire, and maternal health belief questionnaire comprised the instruments for this study. Only women planning a caesarean birth without any medical indications for the caesarean were enrolled in the study as a case. Those who met the same inclusion criteria and did not want to participate in the campaign were assigned to the control group. FINDINGS: In total, 350 first-time pregnant women who composed the campaign group (n=194) and control group (n=156) completed the study. The mean baseline level of knowledge and Health Belief Model component score did not differ between the two groups at baseline. However, after the campaign, knowledge scores, perceived severity, perceived susceptibility, self-efficacy, and cues to action scores differed significantly between the campaign and control groups. The follow-up of all participants in both groups showed that 35.6% (n=69) of participants in the campaign group chose natural birth as their birth method, whereas only 13.5% (n=21) in the control group delivered their newborn vaginally. CONCLUSION: The B Butterfly social marketing campaign successfully targeted first-time pregnant women who chose to have unnecessary elective cesarean births.


Assuntos
Parto Obstétrico/estatística & dados numéricos , Marketing Social , Estudos de Casos e Controles , Cesárea/estatística & dados numéricos , Feminino , Humanos , Irã (Geográfico)/epidemiologia , Sobremedicalização , Gravidez , Estudos Prospectivos , Inquéritos e Questionários
19.
Health Promot Int ; 34(1): 133-143, 2019 Feb 01.
Artigo em Inglês | MEDLINE | ID: mdl-28973158

RESUMO

Social marketing is a discipline focused on the application of marketing principles to induce socially desirable behaviour change. As social marketing remains one of the main behaviour change approaches pursued by governments and international organisations, it is important to consider its use in relation to vulnerable groups that are particularly exposed to discriminatory practices, marginalisation, exclusion and destitution. The aim of this systematic review is to identify the extent to which Andreasen's (2002) six social marketing benchmark criteria were reported in social marketing interventions targeting Indigenous peoples. A total of 20 articles covering 13 social marketing interventions were identified for review. Although none of the interventions gave evidence that they addressed all six of the benchmark criteria, they appear to have been effective in challenging some of the issues faced by Indigenous peoples. However, the criteria of segmentation, exchange and competition remain underused in the identified interventions. Social marketing interventions targeting Indigenous peoples tend to rely on television and radio advertising, showing potential for more use of product, place and price to influence, facilitate and maintain socially desirable behaviour change.


Assuntos
Promoção da Saúde/métodos , Grupos Populacionais/psicologia , Marketing Social , Humanos
20.
Conserv Biol ; 33(3): 634-644, 2019 06.
Artigo em Inglês | MEDLINE | ID: mdl-30178894

RESUMO

Social marketing campaigns use marketing techniques to influence human behavior for the greater social good. In the conservation sector, social marketing campaigns have been used to influence behavior for the benefit of biodiversity as well as society. However, there are few evaluations of their effectiveness. We devised an approach for evaluating the influences of social marketing campaigns on human behavior and conservation outcomes. We used general elimination methodology, a theory-driven qualitative evaluation method, to assess the long-term impacts of a 1998 Rare Pride campaign on the island of Bonaire that was designed to increase the population of the Lora (Amazona barbadensis), a threatened parrot. We interviewed stakeholder groups to determine their perceptions of the drivers of the changes in the Lora population over time. We used these data to develop an overall theory of change to explain changes in the Lora population by looking at the overlap in hypotheses within and between stakeholder groups. We then triangulated that theory of change with evidence from government reports, peer-reviewed literature, and newspapers. The increase in the Lora population was largely attributed to a decrease in illegal poaching of Loras and an associated decrease in local demand for pet Loras. Decreases in poaching and demand were likely driven by a combination of law enforcement, social marketing (including the Rare campaign), and environmental education in schools. General elimination methodology helped show how multiple interventions influenced a conservation outcome over time. There is a need for evidence-based evaluations of social marketing interventions to ensure that limited resources are spent wisely.


Assuntos
Conservação dos Recursos Naturais , Marketing Social , Biodiversidade , Humanos , Marketing
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