Mississippi leads the nation in chronic disease, obesity, poverty, and food insecurity. Preventing further growth in disease rates, requires a cultural shift towards a ‘healthy eating’ environment. Healthy patterns of food consumption along with physical activity can prevent and reduce these rates. A state-wide ‘healthy eating’ social marketing campaign could motivate voluntary population behavioral change. Three different methodologies were used to develop a strategy for Mississippi: a systematic review of the literature, a state-wide phone survey (quantitative), and focus groups (qualitative). A systematic review of articles published since January 2007 was conducted, using PRISMA guidelines. Five databases were searched with key terms. Past healthy eating campaigns in the US focused on children and parents as the target audiences and consumption of fruits and vegetables as the behavioral outcome. A web-based campaign from Oregon, was one of the successful models; in 2015, their website had over 125,000 monthly users. This campaign appeals to mothers as its primary audience and produces recipes that are tested and ‘kid-approved’; almost all the recipes include fruits and/or vegetables. The phone survey data was analyzed for participants who were responsible for children under the age of 18 in their homes. Values, attitudes, beliefs and barriers were analyzed using univariate frequencies. Chi Square tests were conducted to investigate the differences between demographic groups. The survey found that Mississippi SNAP-eligible and recipients have positive beliefs and attitudes towards ‘healthy eating.’ A majority (60%) agreed that cost was a barrier to ‘healthy eating’ while 35% thought that access to quality fruits and vegetables was lacking. Focus groups (n=17), from 12 counties were conducted with mothers, grandmothers, aunts who were caretakers of young children. Findings indicated participants had a broad range of perceptions and practices for ‘healthy eating.’ They were motivated to eat healthy for their personal health and for their children. Mothers and guardians are motivated to satisfy their children’s hunger, often a barrier to healthy eating. The findings indicate that time, convenience, and cost are also barriers. A consumer-oriented, culturally appropriate social marketing campaign in Mississippi should resonate with mothers and their need to satisfy their children.

Randomly selected Native American families eligible to receive commodity foods were provided cameras to take pictures of visual responses in the areas of: 1) primary food purchases, 2) family use of food, 3) family activities and information access, and 4) future goals of the family. Using a focus-group format, participants chose five pictures that represented the group’s consensual responses. Selected pictures and meaning were analyzed using thematic analysis procedures. Twelve families completed the project. There were four major themes: 1) the importance of family and the Native-American community, 2) health of individual and family including extended family as it pertains to physical, social, emotional and economic stability, 3) spiritual beliefs and its impact on family’s morals and values, and 4) economic constraints of daily living activities. Aspects of the social-marketing campaign should address the entire family including extended family and must be culturally and economically specific to limited-resource families.

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Submitted by Tatiana Lima (tatianasl@ufba.br) on 2016-08-30T20:30:14Z No. of bitstreams: 1 Silva, Maria Gabriela Jandiroba.pdf: 2110986 bytes, checksum: e6a32a3bab7a6ef0926c80a4556bb53d (MD5) / Approved for entry into archive by Maria Angela Dortas (dortas@ufba.br) on 2016-08-30T21:12:36Z (GMT) No. of bitstreams: 1 Silva, Maria Gabriela Jandiroba.pdf: 2110986 bytes, checksum: e6a32a3bab7a6ef0926c80a4556bb53d (MD5) / Made available in DSpace on 2016-08-30T21:12:36Z (GMT). No. of bitstreams: 1 Silva, Maria Gabriela Jandiroba.pdf: 2110986 bytes, checksum: e6a32a3bab7a6ef0926c80a4556bb53d (MD5) / Visando interferir mudando comportamentos e, desta forma, evitando a possível ocorrência de problemas sociais que podem causar transtornos em longo prazo, muitas organizações têm utilizado as técnicas do Marketing Social. Quando as intervenções visam prioritariamente à mudança de comportamento dos seus próprios funcionários como público-alvo e o escopo de atuação versa sobre a proteção do meio ambiente, pode-se afirmar, então, que a abordagem utilizada é a de Marketing Social Interno (abordagem que mescla conceitos de Marketing Social e Marketing Interno) relacionado a questões ambientais. Este trabalho considerou a campanha de distribuição de canecas da Universidade Federal do Vale do São Francisco - uma campanha condizente com os objetivos do aludido campo de atuação do Marketing. O objetivo geral deste trabalho consistiu em analisar a contribuição da referida campanha enquanto estratégia impulsionadora da redução, por parte dos servidores da instituição, do consumo de copos descartáveis no ambiente laboral. A pesquisa teve natureza exploratória e descritiva e a estratégia metodológica escolhida foi o estudo de caso. Como técnicas de coleta de dados utilizou-se a pesquisa documental, o método survey e a observação direta, visando à triangulação de várias fontes de evidências. Como resultado, obteve-se que a campanha analisada contribuiu para a mudança de comportamento dos servidores, no ambiente laboral, materializada pela efetiva e alegada redução do consumo de copos plásticos descartáveis na instituição. Tal contribuição poderia, no entanto, ter sido ainda mais contundente caso alguns aspectos examinados tivessem contado com um planejamento de marketing mais adequado. As recomendações gerenciais que emergiram deste trabalho apontam, principalmente, para a necessidade de planejamento e avaliação de campanhas ambientais futuras, à luz dos princípios e técnicas do Marketing Social Interno. / Aimed at changing behaviors interfere and thus avoiding the possible occurrence of social problems that can cause problems in the long term, many organizations have used the techniques of social marketing. When interventions aimed primarily at behavior change of their own employees as target audience and the scope of work relates to environmental protection, it can be said, then, that the approach is the Social Internal Marketing (approach merges concepts of Social Marketing and Internal Marketing) related to environmental issues. This work considered mugs distribution campaign of Federal University of São Francisco Valley - a fitting campaign with the objectives of the aforementioned Marketing playing field. The aim of this study was to analyze the contribution of this campaign as the driving strategy of reduction on the part of the institution's servers, the consumption of disposable cups in the workplace. The research was exploratory and descriptive nature and the chosen methodological strategy was the case study. Data collection techniques used to document research, the survey method and direct observation, aiming to triangulation from various sources of evidence. As a result, it was found that the campaign analyzed contributed to the change in behavior of the servers, the work environment, materialized by effective and allegedly reduced consumption of disposable plastic cups in the institution. This contribution would, however, have been even more forceful if some aspects examined had counted on a better marketing plan. The management recommendations that emerged from this study point mainly to the need for planning and evaluation of future environmental campaigns in the light of the principles and techniques of Social Internal Marketing.

Integrated marketing communication (IMC) is a concept which has been explored in commercial contexts by numerous studies. Numerous scholars in the literature highlight the benefits of adopting an IMC approach which creates message consistency, amongst others. However, there is still limited literature on the adoption and use of IMC in the context of non-profit organisations involved in social marketing campaigns to support their behavioural change messages. Insight into the adoption and use of an IMC approach could be useful to non-profit organisations involved in social marketing as it could increase the success of behavioural change messages. This study aims to explore the use of IMC by one non-profit organisation within a social marketing context. By doing so the study proposes and refines IMC criteria for social marketing to support behavioural change messages and thus contributes to the existing body of knowledge on using IMC in social marketing. The study uses a single case study approach which includes using three data collection methods to collect data from the South Africa National Blood Service (SANBS) to evaluate its social marketing campaigns according to proposed IMC criteria for social marketing. Based on the findings revised IMC criteria which are more tailor-made for social marketing to support behavioural change messages are proposed. It became evident that non-profit organisations need to be sensitive to the complexities of communicating messages aimed at behavioural change. A proper understanding and application of more tailor-made IMC criteria for social marketing can thus benefit non-profit organisations to effectively communicate behavioural change messages through their social marketing campaigns / Communication Science / MA (Communication Science)

Integrated marketing communication (IMC) is a concept which has been explored in commercial contexts by numerous studies. Numerous scholars in the literature highlight the benefits of adopting an IMC approach which creates message consistency, amongst others. However, there is still limited literature on the adoption and use of IMC in the context of non-profit organisations involved in social marketing campaigns to support their behavioural change messages. Insight into the adoption and use of an IMC approach could be useful to non-profit organisations involved in social marketing as it could increase the success of behavioural change messages. This study aims to explore the use of IMC by one non-profit organisation within a social marketing context. By doing so the study proposes and refines IMC criteria for social marketing to support behavioural change messages and thus contributes to the existing body of knowledge on using IMC in social marketing. The study uses a single case study approach which includes using three data collection methods to collect data from the South Africa National Blood Service (SANBS) to evaluate its social marketing campaigns according to proposed IMC criteria for social marketing. Based on the findings revised IMC criteria which are more tailor-made for social marketing to support behavioural change messages are proposed. It became evident that non-profit organisations need to be sensitive to the complexities of communicating messages aimed at behavioural change. A proper understanding and application of more tailor-made IMC criteria for social marketing can thus benefit non-profit organisations to effectively communicate behavioural change messages through their social marketing campaigns / Communication Science / MA (Communication Science)

Abstract   Hansson, C. (2015). Implementation of medical yoga as part of public health work . Bachelor thesis in Public Health science. Department of work- and public health science. The academy of health and working life. University of Gävle, Sweden.   Introduction This paper aimed to explore and describe the implementation of medical yoga in the health promotion sector in Sweden.   Method The method was of qualitative design, and telephone interviews were conducted with people working in public health promotion that was using medical yoga in their work with patients.   Result Results indicate that the implementation of medical yoga can be described by the theory Diffusion of innovation. The informants described high observability, simplicity (low complexity) and relative advantages and few obstacles and barriers with implementation of the innovation medical yoga. The channel that promotes medical yoga and the place where the innovation are implemented are the Swedish healthcare system. The people who work there seems to be the target group of the innovation. Medical yoga is spreading through the people who are practicing medical yoga in their work.   Conclusion Conclusions are that the five stages model and the key factors of Diffusion of innovations can be part of the explanation and identifying the cause of how and why the implementation of medical yoga has been made by the informants. The innovation is appreciated by the informants and has perceived health benefits and few barriers. / Sammanfattning   Denna uppsats undersöker och beskriver implementeringen av medicinsk yoga inom hälsosektorn i Sverige.   För att möta en ökad efterfrågan har Världshälsoorganisationen (WHO) gått ut med en rapport med uppmaning och strategier för införandet och kompletterande av konventionell medicin med traditionell- och/eller komplementärmedicin. De uppmuntrar till att göra kunskaperna och behandlingarna tillgängliga för fler. Med rapporten vill organisationen att traditionell medicin ska få större utrymme i hälso- och sjukvården. De uppmuntrar även till mer forskning inom ormrådet för att öka säkerheten kring och effektiviteten runt implementeringen.   Inom hälso- och sjukvården i Sverige eftersöks nya kostnadseffektiva, verksamma och säkra behandlingar som är vetenskapligt framtagna. Medicinsk yoga är en av metoderna i traditionell och komplementär medicin som är forskad på och bevisat kostnadseffektiv. Den används inom hälso- och sjukvården på 127 enheter som sjukhus, vårdcentraler och öppenvårdsmottagningar av personer utbildade via Mediyoga institutet som tillhandahåller utbildningen antingen på plats eller via lärare runt om i landet. Medicinsk yoga är utvecklad i Sverige och är en lugn och meditativ form av yoga. Den är utformad från kundaliniyoga och har rörelser som går att anpassas och utföras av friska och väldigt sjuka individer.   Undersökningens syfte var att beskriva implementeringen av medicinsk yoga utifrån två folkhälsoteorier för implementering av hälsokampanjer eller innovationer/ produkter. Teorierna som valdes ut var Social marketing och diffusion of innovation för att beskriva produkten, promotionen, spridningen och implementering av medicinsk yoga.   Undersökningen bygger på material inhämtat via telefonintervjuer med personer som arbetar inom hälsosektorn med medicinsk yoga.   Resultatet visar att informanterna upplevt och beskrivit implementeringen av medicinsk yoga som enkel, observerbar och med flera relativa fördelar och egenskaper. Endast ett fåtal hinder och barriärer beskrivs i samband med implementering. Med utgångspunkt i Diffusion of innovations är identifieringen av dessa nyckelfaktorer en förklaring till att implementeringen av innovationen lyckats. Promotion och spridning har skett inom hälso- och sjukvården till kollegor, chefer och patienter. Spridningen av innovationen sker genom personerna som arbetar med medicinsk yoga.   Slutsatsen är att femstegsmodellen och nyckelfaktorerna som beskrivs i teorin Diffusion of innovations kan ge förklaring till hur och varför implementeringen av medicinsk yoga skett inom hälso- och sjukvården genom informanterna. Medicinsk yoga tycks vara en uppskattad innovation, med flera upplevda hälsovinster och få hinder och barriärer.

Aim: The aim of this study was to investigate the structure of social marketing within a collaboration between non-profit organisations (NPOs) and business organisations as well as whether this collaboration facilitates the process of social marketing for the NPOs. For this purpose, Austin and Seitanidi´s (2012a, 2012b, 2014) Collaborative Value Creation (CVC) framework was applied to social marketing as value outcome by combining it with Andreasen and Kotler´s (2003) model of the social marketing process in NPOs. Method: A qualitative study was conducted based on secondary and primary data. Hereby, primary data was gathered from a total of seven NPOs and twelve respondents across Sweden by the use of face-to-face and phone interviews. Result & Conclusions: Two main findings were identified in this study. Firstly, within the process of social marketing in a corporate-NPO collaboration the NPOs predominantly plan and design the campaigns independently. Hereby, it is shown that the NPO´s organisational model of operation influences the collaboration structure. Secondly, it is demonstrated that the corporate-NPO collaboration facilitates the NPOs social marketing process. Suggestions for future research: Further investigations of NPOs could be undertaken by distinguishing between their organisational model and area of operation in order to complement the presented theoretical model of the social marketing process in the corporate-NPO collaboration. Additionally, the perspective of business organisations could be considered. Contribution of the thesis: The present study contributes to literature by providing a theoretical model based of the social marketing process in the corporate-NPO collaboration. It demonstrates that this collaboration facilitates the social marketing process of the NPOs.

Studien ämnar undersöka lärarstudenters mottagande av en kommunikationskampanj mot näthat. Syftet är att förstå hur de uppfattar kampanjen och dess budskap, samt hur de ser på kampanjen i förhållande till sin framtida yrkesroll som lärare. Studien använder tvåstegshypotesen och begreppet opinionsbildare, samt social marketing-disciplinens ramverk för att besvara frågeställningarna. Dessutom används teorin om sekundär socialisation och tankar om sociala normer för att bättre förstå studiens kontext. Studien har en kvantitativ ansats och empiri samlas in med hjälp av en digital enkät. Empirin analyseras och diskuteras sedan utifrån studiens teoretiska utgångspunkter. Studien visar att lärarstudenterna anser att kampanjen berör viktiga ämnen och anser att klassrumsövningarna är användbara. De anser sig i allmänhet vara kunniga om ämnen som kampanjen tar upp, som sexism, rasism, homofobi och samhällets normer. Däremot anser de sig inte veta så mycket om anonymitet på nätet, lagstiftning kring kränkningar online och var det finns hjälp att få vid nätmobbning. Analysen av resultatet pekar också på att de har en medvetenhet kring sin framtida yrkesroll och anser att de har ett ansvar att arbeta med de frågor som kampanjen berör. Det verkar också som att de anser att kampanjens metodmaterial skulle utgöra ett användbart verktyg som kan hjälpa dem att ta sig an den uppgiften. / This study aims to examine the reception of a communication campaign against hate speech online and cyber-bullying. The purpose it to understand how teacher students at university level, perceive the campaign and its messages, as well as how they perceive the campaign in relation to their future teacher profession. The study’s theoretical framework includes the theory of two-step flow of communication, with the core concept of opinion leaders. It also includes teachings from the social marketing discipline. To better understand the context of the study, the theory of secondary socialisation is used, together with a social norms-perspective. The study uses a quantitative survey method. Empirical data is collected through an online survey and is later analysed and discussed with the help of the aforementioned theoretical framework. The results show that the teacher students think the topics of the campaign are important. In general, they rate their knowledge on the campaign topics highly. They claim to know a lot about sexism, racism, homophobia and societal norms. However, they rate their knowledge on other topics lower – they claim to not know as much about online anonymity, legislation about hate speech or the resources that are available when cyber-bullying occurs. The analysis shows that the teacher students are aware of the socialising role that comes with their future profession. They seem to think that it is part of their responsibility as teachers to work with the themes specified in the campaign. It seems like they think the campaign material and classroom exercises would be useful tools when it comes to living up to that responsibility