The thesis deals with the healthy lifestyle of Czech university students. The main objectives are to map the healthy lifestyle of Czech university students, especially to find out whether they follow the principles of healthy lifestyle, to find out their knowledge concerning this issue, to find out if there are any obstacles to follow the healthy lifestyle and to find out whether they know any projects supporting health and healthy lifestyle. In the theoretical part of the thesis the basic terms are defined. There is also introduced the system of public health in the Czech Republic, occurrence of non-communicable diseases caused by unhealthy lifestyle and risk factors causing these diseases. Practical part maps the healthy lifestyle of Czech university students and fulfills stated objectives by using questionnaire survey and data mining.

The master thesis focuses on cause-related marketing (CRM) as one of the type of cooperation between NGOs and companies. Broader context of CRM is described in a theoretical part from the perspective of corporate environment as well as non-profit sector. One of the sections of the theoretical part is devoted to areas related to the success of CRM campaigns and this topic covers largely an empirical part of the thesis. There is a qualitative study based on a case study of a successful CRM campaign from the Czech Republic. The campaign was chosen by factors assuming the success of the CRM campaign which are described in the theory. First, the historical development of the campaign is described; the success of the campaign is investigated from the view of the NGO and the company afterwards. The empirical research is focuses on factors which could influence the success of the CRM campaign and how is the success perceived by representatives of the NGO and the company.

Is it more effective to evoke negative emotions in social advertisements than positive emotions? This study compared positive and negative message framing strategies in social marketing advertisements that aimed to encourage a reduction in meat consumption. This project explored how each strategy influences consumers' attitudes toward the recommended behaviour and investigated the role of emotional and attentional responses to each message framing strategy. The purpose of this research was to determine whether negatively framed messages are more effective than positively framed messages in influencing consumers' attitudes, emotions, and attention. The motivation of the study was to provide formative research for the design of social marketing interventions to effectively influence consumers' attitudes towards advertised causes with the use of message framing, and to advance theoretical understanding of how consumers respond to social marketing interventions. Furthermore, this research attempted to resolve differences between results obtained in previous framing research in the social marketing context. This study uniquely proposed the use of cutting-edge consumer neuroscience techniques to develop a clearer understanding of consumers' emotional and attentional responses to social marketing advertisements. The results were presented from a mixed-method approach, which combined quantitative and qualitative research methods. An experiment was conducted by using two social marketing print advertisements aimed at encouraging a reduction in meat consumption, by highlighting the impact of consuming meat products on animal welfare. Respondents involved in the experiment viewed an advertisement that was either positively framed or negatively framed. The research applied self-reporting methods, as well as consumer neuroscience methods, including facial coding, galvanic skin response (GSR), and eye-tracking, to explore the proposed research framework. The combination of these methods allowed the collection of data on attitudinal, emotional, and attentional responses. The results of this research demonstrated that negatively framed advertisements are more effective in changing consumers' attitudes towards reducing meat consumption than positively framed advertisements. Thus, messages aimed at encouraging a reduction in consumption should highlight the negative consequences of participating in certain behaviours. Neither emotion nor attention were found to mediate the relationship between message framing and attitude. However, positively framed advertisements elicit significantly higher levels of emotional valence; and negatively framed advertisements elicit significantly higher levels of disgust and attention. Social marketers should, therefore, leverage these feelings of disgust; and they should implement negative framing strategies to increase the attention paid to an advertisement. However, educational social marketing interventions should be considered, in combination with negative message framing, to effectively influence consumers' attitudes towards social issues. These findings have provided research for better developing message framing strategies for the communication of sustainable consumption. Furthermore, these strategies contributed to the existing social marketing literature by addressing the lack of information on marketing efforts aimed at reducing meat consumption. This research also filled important gaps in the literature regarding positive versus negative message framing strategies, and social marketing interventions can now be implemented with an increased understanding of how consumers respond to different message framing strategies.

No description available.

Energy consumption is one of the major contributors to greenhouse gas emissions and to climate change. Renewable energy sources are one way of mitigating the problem, but behavioral change and reductions in consumption are also required. In addition, little is known about how energy conservation behaviors are driven or hindered at workplaces, but it has been found in previous research that employee engagement is an important factor. Therefore, this study takes a mixed method approach utilizing the framework of Community-Based Social Marketing at a pharmaceutical manufacturing site in Sweden to investigate drivers and barriers to energy conservation, designing an intervention aiming at increasing employee engagement as well as changing behaviors, and evaluating the study using interviews, surveys and real time measurements. The findings of this study suggest that several factors act as barriers and drivers to energy conservation behaviors at work, e.g., interest, organizational culture, work processes and commitment from the company and management. The designed intervention, an inclusionary trans- disciplinary workshop, seems to have increased engagement and has preliminarily influenced pro-environmental behavior changes, as well as mitigated some barriers and strengthened some drivers.

Mitigating the negative environmental impact of plastics is an important part of achieving the Sustainable Development Goals. Despite plastics having great recycling potential, it is the waste fraction with the lowest recycling rate in Sweden (with 33% being recycled). Hence, efforts must be made to promote households' engagement in plastic recycling. Therefore, an informational campaign with the aim of increasing residents’ plastic recycling intentions was designed, using Community-Based Social Marketing. The campaign was made in collaboration with the real estate company Ikano Bostad, and was implemented in their residential area in Danderyd, Sweden. The campaign was running for 5 weeks and was designed and distributed as two posters, which addressed the context-specific barriers and enablers to plastic recycling among residents. To aid the design and evaluation of the campaign, the Theory of Planned Behaviour (TPB) was applied for a deeper understanding of the underlying constructs of plastic recycling intentions. To measure the campaign's effectiveness, two questionnaires (one pre-campaign and one post-campaign) were distributed to the residents, consisting of 294 individuals, to obtain quantitative data about their intentions towards plastic recycling. The results did not show any empirical support for the campaign's effectiveness in increasing residents’ plastic recycling intentions. However, this study contributes important insights and recommendations for increasing future campaign effectiveness, such as highlighting the importance of empowering and motivating individuals and the benefits of conducting a profound pre-study before designing the campaign.

No description available.

America's growing concern about fatness during the twentieth century developed in parallel with a society that made it increasingly harder to live a healthy lifestyle. Since the 1970s, sweeping political, economic, cultural, and familial changes have occurred in the United States. Many researchers argue that these changes have created an "obesogenic" environment that has contributed to the increased prevalence of overweight and obesity in America by favoring inactivity and the over consumption of highly-processed, calorie-dense foods and beverages. As a result, the field of public health has increasingly begun to recognize obesity as a "societal disease." In 2001, The Surgeon General's Call to Action to Prevent and Decrease Overweight and Obesity categorized the number of overweight and obese Americans as reaching "nationwide epidemic proportions." Since that time, America has waged an all-out "war on obesity." Instead of a broader emphasis on health promotion, some public health researchers have suggested that this heightened focus on obesity is 1) guided by America's historically-rooted social disdain for fatness and 2) insufficient to improve the healthy lifestyles of Americans. In searching for a solution to the so-called "obesity epidemic," a growing number of researchers have begun to look to models of social change. After an introductory chapter describing the scope of the problem, this dissertation provides an historical analysis of two, relevant social change models. The first historical case study is an examination of the Centers for Disease Control and Prevention's VERB social marketing campaign. The second study explores the model of social movements through the history of the aerobics "boom" of 1970s America. Based on these histories, this dissertation concludes by proposing a blended approach that harnesses the strengths of both models to organize and advance America's healthy living movement. / text

Malgré une baisse importante de nouvelles infections, l’Afrique subsaharienne et la région des Caraïbes demeurent fortement touchées par l’épidémie du VIH/sida. La diaspora vivant ailleurs en Occident n’est pas épargnée : les communautés originaires de ces pays étant surreprésentées dans la cohorte des personnes vivant avec le VIH. De plus, ces individus rencontrent des difficultés spécifiques en matière d’accès au conseil et dépistage du VIH. Compte tenu l’importance de l’accessibilité à ce service dans la lutte contre le VIH, il devient crucial de mieux en cerner les enjeux. Fort de ces différents constats, le projet « Moi je fais le test » dont l’objectif était d’augmenter l’accès au conseil et dépistage du VIH a été déployé à Montréal en 2010. Notant le peu d’interventions recensées faisant la promotion du dépistage du VIH dans les communautés originaires de pays à forte prévalence pour le VIH, l’objectif de la présente évaluation est double : documenter le projet et évaluer l’implantation de ce dernier. L’évaluation réalisée sous la forme d’une étude de cas sera articulée autour de deux pôles : la théorie de changement sous-tendant le projet ainsi que le processus d’implantation. Les perspectives rapportées par les partenaires du projet de même que les éléments liés à l’implantation démontrent la complexité de mener des actions conjointes, même de tailles modestes. Dans la mesure où les approches combinées de prévention du VIH sont encouragées, l’évaluation du présent projet illustre de façon éloquente les défis du déploiement de projet similaires à l’échelle nationale et internationale. / Despite a significant reduction in new infections, sub-Saharan Africa and the Caribbean remain strongly affected by the HIV/aids pandemic. Caribbean and African diaspora communities living elsewhere in the West are also strongly impacted. There is an overrepresentation of individuals originating from these countries in the cohorts of people living with HIV. Moreover, individuals in these communities face specific challenges when trying to access voluntary counseling and testing services for HIV. These services are essential in trying to fight the HIV pandemic, thus, getting a better understanding of the issues at stake is crucial. Based on these observations, the “Moi je fais le test” project whose main objective was to increase HIV counseling and testing, was conducted in Montreal in 2010. Few interventions specifically addressing the needs of these communities in accessing voluntary counseling and testing for HIV have been reported, as such, the current evaluation has a double mandate: documenting the project and evaluating its implementation. The evaluation is conducted as a case study and is structured around two axes: the theory of change underlying the project and the implementation process. Key elements in the implementation process as well as the perspectives of the partners demonstrate how complex it is to conduct a project collaboratively, even modest in size. Insofar as combination HIV prevention strategies have been promoted, the evaluation demonstrates the many challenges that could be encountered in developing similar projects in national and international settings.

A research report submitted to the Faculty of Humanities University of the Witwatersrand, Johannesburg, in partial fulfilment of the requirements for the degree of Master of Arts in Arts, Culture and Heritage Management, 2017 / Arts organisations have found it difficult to survive in an economic climate that offers limited resources towards the arts. Vansa points out that Corporate Social Investment (CSI) funds have become limited thus this has prompted arts organisations to look for funding elsewhere (http://vansa.co.za). This paper explores how arts organisations can benefit from Cause Related Marketing (CRM) as a possible alternative and solution to the problem of funding. Through empirical evidence from a case study of the SHOUT campaign, sponsored by Kia Motors, this research outlines the distinct features of CRM & CSI and also the roles of both arts organisations and corporates in the collaboration. The main findings of this research highlight that there isn’t a clear definition of CRM in a South African context. This poses as a challenge for the development and implementation of the technique in a South African context. Furthermore, some arts administrators were reluctant to implement CRM due to the fear of compromising the integrity of the artistic product. There are vast possibilities for both arts organisations and corporates to benefit from CRM. However it is important for these CRM partnerships to clearly align their products in order to fully benefit from the advantages of CRM. / XL2018