The Jellyfish Project (JFP) is the environmental initiative that uses music as a means to engage youth, increase awareness about climate realities, and promote behaviour change. Music is an exceptional tool to captivate youths’ attention and increase their receptivity towards environmental messages. The arts also play a role in democratizing engagement and exhibit the potential to mobilize social action and change. Thus, music serves more than a leisure purpose, it can rally youth around a common purpose and create a powerful shared experience between musicians and their audiences. This community-based case study connects arts-centred movements to an ecosystems perspective and social marketing approaches, while establishing social engagement as a social determinant of health. Social engagement is the intentional and active participation in one’s community to create change and requires resources, efficacy, and opportunities for participation. Multiple data collection methods were used, including focus groups with youth, interviews with key informants, and social media analytics. Research themes include 1) The Power of Music, 2) Seeking Connections, 3) Awareness ≠ Change, and 4) Searching for Solutions. Findings showed that The JFP presentation was well-received by its audiences. Awareness, the primary goal of the organization increased, yet it was evident that for behaviour change to occur a broader community-level strategy is necessary. This strategy needs to involve active participation by students, numerous follow-up strategies, and community partnerships to address contextual issues and support sustained change. Implications for practice include developing active participation and partnerships; incorporating additional interaction with youth in the school presentation program; enhancement of online and social media strategies, and the provision of lived, multi-sensory experiences, both online and in the community. This intentionally transdisciplinary research filled gaps in the literature concerning the interconnections between social engagement, the social determinants of health, and the ecosystems perspective. It was also the first body of research to propose that social engagement is an appropriate community-level social determinant of health. Originating in real world experiences, this research advances knowledge translation and exchange immediately, informing the social engagement strategies of not-for-profit organizations as they harness the energy of the arts to effect social change. / Graduate / 0413 / 0515 / 0566 / jlansfie@uvic.ca

loveLife, the South African national HIV/AIDS prevention programme for youth, is known for its brand-oriented billboards and mass media campaign that ranges over various print-, broadcast- and alternative media. However, the organisation also implements a national grass-roots peer motivation programme where various activities are co-ordinated by youths (GroundBREAKERS and Mpintshis) from the community. The organisation has been criticised for its communication approach, with many researchers primarily focusing on the organisation's mass media and billboards. This study investigates the communicative approach(es) in loveLife's programme implementation in the light of the normative theory of participatory communication. The focus of this study is to identify how loveLife describes its communication approach, what communication approach the organisation employs and how the organisation's communication approach is perceived by a sample of its target audience. The research was conducted by means of a literature review, qualitative content analysis of loveLife's policy documentation and a selection of the organisation's media. Semi-structured interviews were also conducted at head office, which are contrasted with focus groups with the participants at an implementation site. Broadly, it was found that loveLife's programme is more participatory than most critics would expect and that the organisation attempts to put its primary focus on face-to-face communication. But, there is also tension in what loveLife communicates on a national level and how it relates to grass-roots activities as the national / media-driven communication is more modernistic in its approach, whereas the grass-roots communication is more participatory. / Thesis (M.A. (Communication Studies))--North-West University, Potchefstroom Campus, 2010.

loveLife, the South African national HIV/AIDS prevention programme for youth, is known for its brand-oriented billboards and mass media campaign that ranges over various print-, broadcast- and alternative media. However, the organisation also implements a national grass-roots peer motivation programme where various activities are co-ordinated by youths (GroundBREAKERS and Mpintshis) from the community. The organisation has been criticised for its communication approach, with many researchers primarily focusing on the organisation's mass media and billboards. This study investigates the communicative approach(es) in loveLife's programme implementation in the light of the normative theory of participatory communication. The focus of this study is to identify how loveLife describes its communication approach, what communication approach the organisation employs and how the organisation's communication approach is perceived by a sample of its target audience. The research was conducted by means of a literature review, qualitative content analysis of loveLife's policy documentation and a selection of the organisation's media. Semi-structured interviews were also conducted at head office, which are contrasted with focus groups with the participants at an implementation site. Broadly, it was found that loveLife's programme is more participatory than most critics would expect and that the organisation attempts to put its primary focus on face-to-face communication. But, there is also tension in what loveLife communicates on a national level and how it relates to grass-roots activities as the national / media-driven communication is more modernistic in its approach, whereas the grass-roots communication is more participatory. / Thesis (M.A. (Communication Studies))--North-West University, Potchefstroom Campus, 2010.

L’étiquetage social est une technique de persuasion qui consiste à attribuer à un individu une étiquette (sous forme de trait de personnalité ou de valeur) dans le but de le voir se conformer à celle-ci. Cette approche, qui est par essence positive pour l’individu cible car elle est basée sur un étiquetage de valeurs socialement valorisées, permet d’obtenir de bons résultats sur les changements de comportements. Ce travail de thèse se propose spécifiquement d’interroger l’efficacité de l’étiquetage social dans une démarche de marketing social. A l’aide de quatre études expérimentales, nous testons la pertinence de la méthode dans les domaines de la citoyenneté et des impôts (études 1.1 & 1.2), de la consommation étudiante de drogue et d’alcool (étude 2), et de la sensibilisation à l’écologie d’enfants (étude 3). Nous montrons que la technique peut être efficace dans une démarche de communication sociale, mais nécessite pour cela un effort préalable de compréhension des spécificités du contexte d’application. / Social labeling is a persuasion technique which consists of assigning a label to an individual (i.e. personality trait or value) in order to see him/her comply with it. This approach, which is positive for the target individual because it is based on labeling socially valued qualities, provides good results on behavioral changes. This work intends to question the effectiveness of social labeling in a social marketing approach. Using four experimental studies, we test the relevance of the method in the areas of citizenship and taxes (studies 1.1 & 1.2), students drug and alcohol use (study 2), and children environmental awareness (study 3). We show that the technique can be effective in a social communications approach, but requires an appropriate understanding of the application context.

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Made available in DSpace on 2015-04-16T14:48:52Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 1899134 bytes, checksum: af6c3f15332bd5027a7f28d2e52bc081 (MD5) Previous issue date: 2012-04-16 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / Discussions between the theme of blood donation and social marketing are relevant as they contribute to the planning of public agencies and health institutions, in view of the inefficiency of recruitment and retention of donors processes that portrays the absence of understanding of behavioural aspects that influence individuals to adopt such conduct. Thus, the aim of this dissertation consists to understand the factors that influence the individuals to donate blood. Upon the presentation of the theoretical reference, a structural model was elaborated based on the relations between the models of blood donation, which is based on fifteen main hypotheses. The strategy used in this research was the data collection with the data analysis under a quantitative approach, using the application of structural equation modeling technique. The sample was of 346 people 100 students, 94 people in João Pessoa s city downtown, and 150 people from the internet. In general, two hypotheses were accepted, that deals with the influence of fear and reference group in predisposition of the individuals to donate blood. This suggests the necessity that the actions of social marketing to blood donation have to be focused on understanding the process of interaction between these constructs, turning the advertisement campaigns more elaborated to catch and retain blood donators. / As discussões entre a temática da doação de sangue e o marketing social mostram-se relevantes, à medida que contribuem para a o planejamento das ações de órgãos públicos e instituições de saúde, tendo em vista a ineficiência dos processos de recrutamento e retenção de doadores retratarem a ausência de compreensão dos aspectos comportamentais que influenciam os indivíduos a adotar tal conduta. Desse modo, o objetivo geral deste trabalho consiste em compreender os fatores que influenciam os indivíduos a doarem sangue. Mediante a apresentação do referencial teórico, um modelo estrutural foi elaborado com base nas relações entre os modelos de doação de sangue, o qual se constitui de quinze hipóteses centrais. A estratégia de pesquisa utilizada foi o levantamento, com a análise dos resultados adotando uma abordagem quantitativa, com a aplicação da técnica de modelagem de equações estruturais. A amostra da pesquisa foi de 346 respondentes, sendo 100 estudantes, 94 respondentes das ruas centrais de João Pessoa, e, 150 participantes via internet. De maneira geral, foram aceitas duas hipóteses, que tratam da influência do medo e do grupo de referência na predisposição dos sujeitos em doar sangue. Isto sugere a necessidade de que as ações de marketing social para a doação de sangue devem estar focadas em compreender o processo de interação entre estes construtos, tornando mais efetiva as campanhas elaboradas para captação e retenção dos doadores de sangue.

Made available in DSpace on 2015-04-16T14:49:06Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 1152474 bytes, checksum: 26700a7c34b11ab01884eb96bde9f8b1 (MD5) Previous issue date: 2013-03-04 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / The central theme of thesis lies upon alcohol consumption amongst young people, under a social marketing perspective. The research is justified by an analysis on the consumer as an agent who generates imbalance in the exchange system, deriving from excessive alcohol consumption in youth. This indication has as immediate consequence a broadening of the marketing view either as an activity or a knowledge, thus becoming an area oriented for the system s balance. This study aimed to analyze determining factors for alcohol consumption predisposition, to measure and to hypothesize, based on the theoretical model proposed. Hence, a literature review on prospective constructs which might influence alcohol consumption oh youngsters was carried. To enable the empirical research s operationalization, 322 questionnaires were administered, with young people from 18 to 30 years old. With presential application in the city João Pessoa. Generally speaking, result show that social reference (family and friends), sociability and personal satisfaction influence on the perceived risk, social stigmatization and feeling of self-confidence was found in the study s analysis context. In the study s final part, theoretical and practical implications are presented along with limitations and recommendations for future research. / Esta dissertação tem como tema central o consumo de bebidas alcoólicas entre os jovens, tratado sob a perspectiva do marketing social. A pesquisa é justificada por analisar o consumidor, como um agente que gera desequilíbrios no sistema de troca decorrentes do consumo excessivo de álcool na juventude. Esta indicação tem como consequência imediata a ampliação da visão do marketing enquanto atividade ou conhecimento, pois passa a ser compreendida como uma área orientada para equilibrar o sistema. O objetivo desse estudo foi analisar os fatores condicionantes da predisposição do consumo de bebidas alcoólicas, mensurar e levantar hipóteses com base em uma proposta de modelo teórico. Para isso foi desenvolvido uma revisão de literatura elencando os potenciais construtos que influenciariam os jovens a consumirem bebidas. Para viabilizar a operacionalização da pesquisa empírica, foram aplicados 322 questionários, com jovens entre 18 e 30 anos, com aplicação presencial na cidade de João Pessoa. De maneira geral, os resultados indicaram que a referência social (familiares e amigos), sociabilidade e satisfação pessoal influenciam na predisposição do consumo de bebidas alcoólicas, não tendo sido observada influência de outros elementos como risco percebido, estigmatização social e sensação de autoconfiança no contexto de análise do estudo. Ao final do estudo são apresentadas as implicações teóricas e práticas, bem como as limitações e recomendações de futuras pesquisas na temática em questão.

Problemas sociais complexos possuem causas profundas e relações intrincadas de causalidade. Eles surgem na intersecção das diversas esferas que fazem parte da vida moderna: física, biológica, cultural, política, social, econômica, tecnológica e ambiental. Além disso, desafiam as capacidades cognitivas limitadas dos seres humanos, pois atrasos, não-linearidades, resistência a políticas e complexas interações entre as diferentes partes de um sistema produzem consequências não previstas e padrões de comportamentos sistêmicos que são difíceis de antecipar. Por sua vez, incentivados pelo foco de curto prazo do sistema político, gestores públicos tendem a atuar sobre as partes mais visíveis dos problemas, que frequentemente não são suas causas, mas seus sintomas. As políticas que são geradas com frequência levam à piora dos problemas no longo prazo. O aprendizado em sistemas complexos, por outro lado, é prejudicado porque o feedback das políticas é tipicamente opaco e sujeito a distorções. Esta tese busca inspiração nas ciências da complexidade, no campo da dinâmica de sistemas, no marketing social e em campos do conhecimento relacionados para tratar da questão do desenvolvimento humano. Inicialmente são discutidas as características dos problemas sociais complexos, argumentando-se que disciplinas como o marketing social, baseadas em modelos mentais (mindware) individualistas, são inadequadas para lidar com esse tipo de problema. Defende-se a necessidade de um novo campo interdisciplinar (gestão de problemas sociais complexos), capaz de lidar com os desafios das sociedades modernas. Em particular, foca-se na replicação intergeracional do baixo desenvolvimento humano, discutindo-se os conceitos de pobreza, bem-estar e desenvolvimento humano, bem como as condições que favorecem o desenvolvimento de mecanismos psicobiológicos essenciais nos primeiros anos de vida. A discussão abrange os ecossistemas sociais que limitam as oportunidades para os pobres e reforçam estruturas viciadas que produzem stress tóxico e uma baixa atenção ao capital humano. Na tese, um diagrama de malhas causais identifica as malhas de feedback que explicam a persistência do fenômeno. Com base na discussão nos três primeiros capítulos, apresentam-se três modelos de dinâmicas de sistemas nos capítulos seguintes, cada qual abordando um aspecto do problema. O primeiro modelo, chamado de modelo Caped, enfatiza as capacidades essenciais de pais e crianças, bem como as demandas do ambiente social que exaurem os recursos psicológicos dos pais. O segundo modelo amplia o escopo do primeiro e foca na explicação dos mecanismos pelos quais sociedades dominadas pela caça à renda (rent-seeking) e por instituições extrativas (em particular, o Brasil) produzem ecossistemas sociais viciados. Identifica-se o que parece ser um mecanismo central, o controle de narrativas (mindware). O terceiro modelo trata de mudança social em geral e objetiva descrever os canais e condições pelos quais ela ocorre. O modelo complementa os capítulos anteriores ao identificar como uma profunda mudança social objetivando a promoção do desenvolvimento humano poderia ocorrer. A tese contribui com o estudo do desenvolvimento humano por meio do emprego de um método que é talhado para modelar problemas sociais complexos. Ao identificar malhas críticas de feedback e processos essenciais nos níveis micro e macro, apresentam-se modelos integrativos que complementam as pesquisas feitas sobre o tema. Sob uma perspectiva prática, os modelos podem auxiliar no desenho de melhores políticas públicas e no desenho de modelos mentais (mindware) adequados para a discussão do desenvolvimento humano. / Complex social problems have multilevel roots and intricate webs of causation. They arise at the intersection of several of the spheres that comprise modern life: the physical, biological, cultural, political, social, economic, technological and environmental. They challenge the limited cognitive capacities of human beings, as delays, nonlinearities, policy resistance and complex interactions between the different parts of a system produce unforeseen consequences and patterns of systemic behaviors that are difficult to anticipate. Incentivized by the short-term focus of the political system, policy makers tend to act on the most visible parts of problems, which are often not causes but symptoms. They produce policies that often lead to worse conditions over time. Learning in complex systems, on the other hand, is hindered, because feedback from policies is typically opaque and amenable to distortion. This study draws on the complexity sciences, system dynamics, social marketing and related fields to address the issue of human development. We first explore the characteristics of complex social problems, showing that disciplines such as social marketing, based on individualistic mindware, are ill equipped to address them. The dissertation defends the need for a new interdisciplinary field (complex social problems management) capable of dealing with the challenging social problems of our times. In particular, we focus on the replication of low human development across generations, discussing the concepts of poverty, well-being and human development as well as the conditions that foster the development of essential psychobiological mechanisms in the first years of life. The discussion encompasses the social ecosystems that constrain opportunities for the poor and reinforce detrimental structures that produce toxic stress and low attention to human capital. A broad causal loop diagram summarizes the feedback loops that explain the persistence of this phenomenon. Based on the discussion in the first three chapters, we present three system dynamics models in the subsequent chapters, each one addressing an aspect of the problem. The first model, which we call the Caped model, focuses on parents\' and children\'s essential capabilities and on the social environmental demands that deplete parents\' psychological resources. The second model broadens the scope of the first and focuses on explaining why societies (in particular, Brazil) that are dominated by rent-seeking and extractive institutions produce detrimental social ecosystems. We uncover what seems to be a central mechanism, which is narrative (mindware) control. The third model deals with social change in general, and it aims to describe the channels and conditions by which that change occurs. It complements the analysis in the preceding chapters by identifying how a deep societal change toward the promotion of human development can occur. This dissertation contributes to the study of human development by employing a method that is suitable for modeling complex social problems. By identifying critical feedback loops and essential processes at the micro and macro levels, it provides integrative frameworks that complement research already conducted on the subject. From a practical perspective, the models can orient the design of better public policies and the design of adequate mindware for the discussion of human development.

Chaque année, une augmentation des opérations des sauveteurs en mer est observée. En 2015, une hausse de plus de 5% est constatée par rapport à l'année précédente. Des études révèlent que "la prudence n'est pas systématique" et qu'il existe un réel "déficit de conscience du danger". Il est souvent fait état de comportements qualifiés "d'irresponsables". Malgré de multiples actions de prévention déjà engagées depuis plusieurs années, le nombre d'accidents ne cesse de croître. Il semble donc qu'il faille d’abord comprendre et prévenir cette irresponsabilité, avant de faire appel de manière efficace à la responsabilité des plaisanciers. Or, la connaissance du concept même d’irresponsabilité, extrêmement parcellaire en Sciences de gestion, notamment en marketing, reste à réaliser ainsi que la compréhension des motivations à s’engager dans un comportement irresponsable. Cette recherche a pour objectif d’expliquer l’adoption de comportements irresponsables par les motivations qui les soustendent. Le premier chapitre présente le contexte maritime actuel ainsi qu’une revue de littérature pluridisciplinaire sur la notion d’irresponsabilité. Un cadre conceptuel de l’irresponsabilité est ensuite présenté dans le second chapitre permettant d’aboutir à un premier modèle théorique. Ce dernier sera progressivement enrichi dans un troisième chapitre par une analyse thématique de contenu de 16 entretiens semi-directifs. Le quatrième chapitre traite de la méthodologie employée pour tester ce modèle et le cinquième chapitre est consacré à la création d’une échelle de mesure des motivations à s’engager dans un comportement irresponsable ainsi qu’à la validation des autres instruments de mesure. Enfin, le sixième chapitre s’attèle au test du modèle et à l’approfondissement des résultats à travers une analyse typologique notamment. Les principaux apports théoriques et méthodologiques de notre recherche consistent en un enrichissement de la littérature du concept d’irresponsabilité et en la création d’une échelle de mesure des motivations à s’engager dans un comportement irresponsable. Sur le plan managérial, cette recherche permet une meilleure compréhension des plaisanciers et l’élaboration de préconisations dans le domaine du marketing stratégique et opérationnel afin d’améliorer l’efficacité des campagnes de prévention maritime. / Every year, rescue operations at sea are increasing. In 2015, there was 5% more rescues than the previous year. Studies reveal that "caution is not systematic" and that there is a real “dangerconsciousness deficit". Usually, they are often referred to "irresponsible" behaviours. Despite of many prevention actions over the past several years, the number of accidents continues to grow. Therefore, it seems important to understand and prevent this irresponsibility first, in order to use the responsibility of boaters more efficiently. The concept of irresponsibility and its motivations are poorly understood in management sciences, and especially in marketing. The purpose of this research is to explain irresponsible behaviours of sailors through their motivations. A review of the literature and two empirical studies have been conducted. The first chapter presents the current maritime context as well as a multidisciplinary literature review on irresponsibility. A conceptual framework of irresponsibility is presented in the second chapter, explaning how it leads to a first theoretical model. This model is improved in the third chapter through the qualitative study : a thematic analysis of content of 16 semidirective interviews. The fourth chapter presents the methodology used to test the model. The fifth chapter is about the creation of « the motivations to irresponsible behaviours » scale, and the validation of the other measuring instruments. The final chapter presents the test of the model and a typological analysis. This research brings a contribution to the literature about the concept of irresponsibility and the measurement of its motivations. This research allows a better understanding of boaters behaviours and suggests some improvements of the maritime prevention campaigns.

Document highlights the key moments of social marketing in the Czech Republic and its recent development. The second part is about some projects of Czech Railways in the field of social responsibility. By this projects would the company like to built a positive image. The practical part is focused on specific project "Preventive train". This project informs young people (in the age from 13 to 19) about potential hazard in the field of railway. Czech railways want to improve their image (by this project), as a socially responsible company.