Browsing by Subject "Social Marketing"
Now showing 1 - 3 of 3
- Results Per Page
- Sort Options
Item Open Access Keep It Dirty Durham: A Social Marketing Strategy for Altering Public Littering Behavior(2015-04-23) Doolin, Heather; Zhang, QiThe city of Durham, North Carolina has a population whose chant is “Keep It Dirty, Durham.” With a unique character, the location of the food hub of the south, and an increasingly growing population, Durham’s citizens must recognize a progressively present problem. Litter in the form of cigarette butts, fast food wrappers, and beverage containers is becoming a normal daily sighting.Social marketing can be a useful and effective tool when trying to spread knowledge to a vast population. Outlets such as Facebook, Twitter, YouTube, and Instagram create easily accessible, tangible, and interesting ways not only to access information, but also digest it in a manner that is increasingly popular and understandable. The City of Durham is hoping to market anti-pollution campaigns with the intent of reducing gross solid waste from entering or blocking storm drains throughout the downtown Durham area. This project hopes to bring about the reduction by ten percent of gross litter at five bus stops in the City of Durham. Through the method of a targeted anti-litter campaign, we hope to target cigarette litter and fast food waste. This will occur through the use of social marketing methods by way of social media (Facebook and Twitter), presence at Durham events, passing out of swag (pocket ashtrays) at bus stop study areas, and the existence of flyers at bus stops and in DATA buses. By partnering with the Durham Stormwater Management Department, Keep Durham Beautiful, and DATA Transportation, this study will be made possible. The objective of the waste reduction intervention was met, showcasing statistically significant reductions at all sites even when including outliers that can skew data.Item Open Access Promoting community practitioners' use of evidence-based approaches to increase breast cancer screening.(Public Health Nurs, 2013-07) Leeman, Jennifer; Moore, Alexis; Teal, Randall; Barrett, Nadine; Leighton, Ashely; Steckler, AllanMany women do not get mammography screenings at the intervals recommended for early detection and treatment of breast cancer. The Guide to Community Preventive Services (Community Guide) recommends a range of evidence-based strategies to improve mammography rates. However, nurses and others working in community-based settings make only limited use of these strategies. We report on a dissemination intervention that partnered the University of North Carolina with the Susan G. Komen Triangle Affiliate to disseminate Community Guide breast cancer screening strategies to community organizations. The intervention was guided by social marketing and diffusion of innovation theory and was designed to provide evidence and support via Komen's existing relationships with grantee organizations. The present study reports the findings from a formative evaluation of the intervention, which included a content analysis of 46 grant applications pre- and post intervention and focus groups with 20 grant recipients.Item Open Access Velocommuter.org: Social Marketing on the Internet(2008-04-25T05:28:06Z) Stringer, MichaelThe goal of this Master’s Project is to create a website that motivates Americans to ride a bicycle to work or school. Creation of the website includes application of Social Marketing, which is a strategy to promote a socially-desired behavior within a target population. The website velocommuter.org is created to encourage teens and young adults, who already ride bicycles for recreation, to also use their bikes for transportation. The website encourages visitors to make a pledge to try riding a bike to work or school. To create the most effective and influential website, a prescribed Social Marketing protocol was followed. Initial research guided selection of a specific audience and these individuals were targeted for surveys and a focus group. Information about attitudes gathered from the target audience is used to tailor website content, which directly addresses the target group’s reported barriers and benefits to biking to work. Using a Social Marketing approach for this Master’s Project has yielded a great deal of information about those who ride a bicycle to work or school. Intuitions and assumptions about this population are tested and accepted or rejected before costly mistakes can occur. I conclude that employing a social marketing strategy to guide the creation of a website to influence behavior is indeed a sound approach. Organizations hoping to make a realistic impact on people’s unsustainable behaviors might be wise to consider adopting a similar behavior change strategy. However, it is difficult to draw conclusions about how much of the target behavior is actually created as a result of the website, given the relatively short timeline of this project.