The Swedish alcohol market has for many years been in the hands of the government. The question of the monopoly, its being or not being, has for a long time engaged both Swedish citizens and politicians. Since joining the European Union it has also been on the European agenda, trying to adapt Sweden to the more liberal alcohol politic in Europe. The suppliers find themselves acting on a completely different market than a market based on free competition. The suppliers are faced with one retail channel to the stores which creates dependence and uneven power balance towards the retailer. In addition to this, their marketing activities are strictly limited due to the laws and claims. Corporate Social Responsibility is required goals given from the retailer upon the suppliers. The retailer is also set with strict term and rules from the government and has to gain the Swedish citizens approval in order to maintain their position as the only distribution channel. The supplier, primarily acting on the purpose of selling products and increasing the profit, differ from the retailer who mainly aim to limit and regulate the sales of alcohol. In this difficult market a relationship between the supplier and the distributor is being built up and nourished. The relationship in the supply chain is based on four factors; trust, cooperation, commitment and conflict. These different factors are shaping and affecting the relationship between the supplier and the retailer. The diverse aims of these two organizations, together with the regulations of the market and the dependency between each other, have an effect and shape the relationship. The analyses argue that equal goals can lead to an increased commitment between the supplier and retailer. Further on the members of the supply chains appear to use problem solving to resolve a conflict to be able to maintain good cooperation and increase trust in the relationship. The conclusion is that the retailer possesses the power in the relationship towards the supplier. All the relationship factors are important in this relationship but trust is required in order to obtain cooperation and commitment. Trust is also vital when it comes to solving a conflict.

The Personal Transportation System safeguards peoples’ cultural understanding of freedom: to move individually without being dependent on others. However, the increasing number of private vehicles driven on fossil fuels contributes to unsustainability and one of the most urgent issues, climate change. The authors explored electric vehicles as an alternative to fossil fuel driven vehicles as a way of moving strategically towards sustainability in the Personal Transportation System. In order to increase demand of electric vehicles, barriers need to be overcome. The authors identified perceived barriers and enablers through literature review, interviews with automobile dealers and other stakeholders of the EV sector in Southeast Sweden, as well as through an electronic survey of individuals living in this region. The outcome of the thesis is a pilot strategy using behavior change tools from Community-Based Social Marketing in order to address the perceived barriers and enablers on the demand side of the electric vehicle market. With highly positive attitudes towards electric vehicles in Southeast Sweden, the strategy may be successful in the region; however, it needs to be combined with further measures on the supply side of the market which cannot be addressed with behavior change tools.

Darbo tikslas: Išanalizuoti „Žalgirio“ krepšinio klubo komunikacinės politikos, vykdant socialinius projektus, veiksmingumą, skatinantį Kauno regiono moksleivių fizinį aktyvumą. Darbo objektas: Socialinių projektų veiksmingumas Kauno regiono mokyklose. Darbo uždaviniai: 1. Atskleisti komunikacijų reikšmę organizacijos įvaizdžio formavimui. 2. Pristatyti projektų tikslus, valdymo proceso turinį ir rezultatų vertinimą organizacijos komunikacinėje politikoje. 3. Ištirti „Žalgirio“ krepšinio klubo vykdomus socialinius projektus, skatinančius Kauno regiono moksleivių fizinį aktyvumą. Rezultatai ir išvados: 1. Svarbi komunikacinės politikos priemonė, sudaranti prielaidą keistis informacija su visuomene, taip formuojant organizacijos įvaizdį – tai organizacijos vykdomi socialiniai projektai. 2. Projektai yra organizacijos strateginis instrumentas įgyvendinant organizacijos komunikacinės politikos tikslus. Sėkmingai įgyvendinti projektai turi įtakos organizacijos reputacijai, įvaizdžiui, veiklos efektyvumui ir grįžtamąjam ryšiui. 3. „Žalgirio“ krepšinio klubo įvaizdis moksleivių tarpe yra teigiamas. Pabrėžiamas klubo įvaizdžio formavimo komunikacinių priemonių išskirtinumas, lyginant su kitais krepšinio klubais. Mokyklose vykdomi socialiniai projektai skatina ir moksleivius, ir aplinkinius tapti fiziškai aktyvesniais. Projektai skatina ugdyti tam tikras vertybes. Ypač didelę įtaką turi asmeninė komunikacija su klubo žaidėjais – žalgiriečiais. Moksleiviai klubo vykdytus... [toliau žr. visą tekstą] / Communication policy‘s efficiency of the sports club in the social projects to encourage students physical activity.

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.

Although being physically active while exposed to nature may have synergistic health benefits and help develop environmental values, many youth today are inactive and disengaged from the natural environment. The purpose of this study was to explore adolescents’ knowledge, attitudes, skills, behaviours, and general perspectives on engaging with the environment through physical activity using a social marketing lens. Social marketing is a behaviour change strategy that involves the ‘use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify, or abandon a behaviour for the benefit of individuals, groups, or society as a whole’. To address this purpose, three research questions were answered: what are youths’ perspectives of and experiences with physical activity in the natural environment; what strategies do youth recommend for engaging with nature as a way to be active, and; how do participants’ Photovoice projects on health and nature, including subsequent discussion of these projects, influence their conscientization of health in relation to nature? A purposive sample of eight grade 12 students enrolled in an elective sustainability and eco-education course participated in this study. Participants were asked to express their perspectives on being physically active in nature by completing a Photovoice project (including photos and captions) and engaging in group discussion. The action component of Photovoice was fulfilled through a presentation to the local school board. Thematic analyses of discussion transcripts, Photovoice projects, and presentation notes were guided by a social marketing lens. Themes described these youth in terms of relevant product, purchaser, price, place, and promotion for the subject of physical activity in nature. The youth believed engaging in nature through physical activity provided them with freedom, excitement, creativity, and relaxation, along with health and educational benefits, and had few or no disadvantages. Suggested strategies for engagement were framed in the shape of a tree to describe their applicability to youth at different present levels of engagement, ranging from simply spending time in nature (the roots), to challenging oneself by interaction with nature, thus resulting in better health (the branches). The Photovoice projects led to increased awareness of human-nature relationships for participants. Themes may inform decision makers of youth perspectives and thus guide development of future programs and initiatives in this area.

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.

bold

The South African formal education system has undergone many changes since the formulation of the White Paper on Education and Training in 1995. These developments challenge organisations that want to run successful programmes or projects in schools to adapt their social marketing strategies. Against this background, the aim of the study was to investigate the relationships between social marketing strategies and participation of schools in environmental competitions. The goals of the research were to identify issues that have influenced schools participation in the Collect-a-Can Annual Schools Competition, identify and review social marketing strategies used by Collect-a-Can to influence participation of schools in the competition, and identify relationships between issues that influenced school participation in the competition and the Collect-a-Can’s social marketing strategies. A qualitative design that applied an interpretative case study, which focused on the Collect-a-Can’s Annual Schools Competition was used to explore these relationships. Data was generated through interviews, document analysis and a workshop. Nine respondents from nine schools and three Collect-a-Can management staff members participated in the interview process. Twenty participants from twenty schools participated in the workshop. The findings of the research revealed that there were relationships between the social marketing strategies used by Collect-a-Can and participation of schools in the competition. These relationships were found to be linked mainly to policy changes within formal education which Collect-a-Can could not respond to as a result of various reasons which included among others, the core focus of thecompany, lack of funds and a need to operate in a cost-effective way. The recommendations indicate possible areas for improvement and guidelines which could be used by Collect-a-Can for the competition without digressing from its core focus or incurring additional costs. These include a more responsive and adaptive management approach and a stronger educational orientation.