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Health Promotion
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Click on image for TV spot The Virginia Tobacco Settlement Foundation created Y St (Street) in 2004 to recruit teens for “ydoyou think” its youth anti-smoking campaign. More than just a media campaign, Y St nurtures and sustains youth involvement. “Belly Dance”, an Advertising Age “Spot of the Week”, supports this street marketing with mass media that speaks to youth in their language. Research showed that awareness of the danger of smoking was high, so communications focused on the potential social effects of smoking. Whether an aggressive approach like this one is appropriate in your area can be determined with research. | Assignments Virginia Foundation for Healthy Youth Healthy Ohioans Colorado Tobacco Education & Prevention Partnership Partnership for a Tobacco-Free Maine Maine Cardio-Vascular Health Program Maine Physical Activity and Nutrition Program Center for Tobacco Independence |
Social Change Marketing Training. In order to effectively communicate about social change and to conduct effective research to inform social change campaigns a guiding model of change is necessary. Our model is based on the seminal work of Dr. Everett M. Rogers and his book Diffusion of Ideas. Beginning with this scientifically based approach we add the practical insights and successful approaches we have gleaned during our careers in consumer marketing. Custom designed training sessions are provided separately or part of a research engagement. Social Change Message Testing: The most effective messages are developed based on by qualitative and quantitative research. A survey, usually web or telephone, identifies the “stage of change” for the target audience which determines the types of messages that are appropriate. Qualitative research, typically online or in-person focus groups, determines what the target thinks, why this is so and what specific messages would be effective. Market Decisions uses innovative focus group tools to provide breakthrough insights. Communications Tracking: Routine quantitative surveys, online, telephone or paper (schools) track stages of change, message awareness and message effectiveness. This allows campaigns to change at the appropriate time putting resources to work where they will do the most good |
