Is this health campaign really social marketing? A checklist to help you decide.

Chau, JY; McGill, B; Thomas, MM; Carroll, TE; Bellew, W; Bauman, A; Grunseit, A

Is this health campaign really social marketing? A checklist to help you decide.

Chau, JY McGill, B Thomas, MM Carroll, TE Bellew, W Bauman, A Grunseit, A

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Publisher:: Australian Health Promotion Association
Publication Type:: Journal Article
Citation:: Health Promotion Journal of Australia, 2018, 29, (1), pp. 79-83
Issue Date:: 2018

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Field	Value	Language
dc.contributor.author	Chau, JY
dc.contributor.author	McGill, B
dc.contributor.author	Thomas, MM
dc.contributor.author	Carroll, TE
dc.contributor.author	Bellew, W
dc.contributor.author	Bauman, A
dc.contributor.author	Grunseit, A https://orcid.org/0000-0003-0783-4596
dc.date.accessioned	2022-09-04T22:05:11Z
dc.date.available	2017-09-26
dc.date.available	2022-09-04T22:05:11Z
dc.date.issued	2018
dc.identifier.citation	Health Promotion Journal of Australia, 2018, 29, (1), pp. 79-83
dc.identifier.issn	1036-1073
dc.identifier.issn	2201-1617
dc.identifier.uri	http://hdl.handle.net/10453/161346
dc.description.abstract	Issue addressed Social marketing (SM) campaigns can be a powerful disease prevention and health promotion strategy but health-related campaigns may simply focus on the “promotions” communication activities and exclude other key characteristics of the SM approach. This paper describes the application of a checklist for identifying which lifestyle-related chronic disease prevention campaigns reported as SM actually represent key SM principles and practice. Methods A checklist of SM criteria was developed, reviewed and refined by SM and mass media campaign experts. Papers identified in searches for “social marketing” and “mass media” for obesity, diet and physical activity campaigns in the health literature were classified using the checklist. Results Using the checklist, 66.6% of papers identified in the “SM” search and 39% of papers identified from the “mass media” search were classified as SM campaigns. Inter-rater agreement for classification using the abstract only was 92.1%. Conclusions Health-related campaigns that self-identify as “social marketing” or “mass media” may not include the key characteristics of a SM approach. Published literature can provide useful guidance for developing and evaluating health-related SM campaigns, but health promotion professionals need to be able to identify what actually comprises SM in practice. So what? SM could be a valuable strategy in comprehensive health promotion interventions, but it is often difficult for non-experts to identify published campaigns that represent a true SM approach. This paper describes the application of a checklist to assist policy makers and practitioners in appraising evidence from campaigns reflecting actual SM in practice. The checklist could also guide reporting on SM campaigns.
dc.format	Print-Electronic
dc.language	eng
dc.publisher	Australian Health Promotion Association
dc.relation.ispartof	Health Promotion Journal of Australia
dc.relation.isbasedon	10.1002/hpja.13
dc.rights	info:eu-repo/semantics/closedAccess
dc.subject	1117 Public Health and Health Services
dc.subject.classification	Public Health
dc.subject.mesh	Checklist
dc.subject.mesh	Health Promotion
dc.subject.mesh	Humans
dc.subject.mesh	Life Style
dc.subject.mesh	Mass Media
dc.subject.mesh	Social Marketing
dc.subject.mesh	Humans
dc.subject.mesh	Life Style
dc.subject.mesh	Social Marketing
dc.subject.mesh	Mass Media
dc.subject.mesh	Health Promotion
dc.subject.mesh	Checklist
dc.title	Is this health campaign really social marketing? A checklist to help you decide.
dc.type	Journal Article
utslib.citation.volume	29
utslib.location.activity	Australia
utslib.for	1117 Public Health and Health Services
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Health
pubs.organisational-group	/University of Technology Sydney/Faculty of Health/Public Health
utslib.copyright.status	closed_access	*
pubs.consider-herdc	false
dc.date.updated	2022-09-04T22:05:10Z
pubs.issue	1
pubs.publication-status	Published
pubs.volume	29
utslib.citation.issue	1

Abstract:

Issue addressed Social marketing (SM) campaigns can be a powerful disease prevention and health promotion strategy but health-related campaigns may simply focus on the “promotions” communication activities and exclude other key characteristics of the SM approach. This paper describes the application of a checklist for identifying which lifestyle-related chronic disease prevention campaigns reported as SM actually represent key SM principles and practice. Methods A checklist of SM criteria was developed, reviewed and refined by SM and mass media campaign experts. Papers identified in searches for “social marketing” and “mass media” for obesity, diet and physical activity campaigns in the health literature were classified using the checklist. Results Using the checklist, 66.6% of papers identified in the “SM” search and 39% of papers identified from the “mass media” search were classified as SM campaigns. Inter-rater agreement for classification using the abstract only was 92.1%. Conclusions Health-related campaigns that self-identify as “social marketing” or “mass media” may not include the key characteristics of a SM approach. Published literature can provide useful guidance for developing and evaluating health-related SM campaigns, but health promotion professionals need to be able to identify what actually comprises SM in practice. So what? SM could be a valuable strategy in comprehensive health promotion interventions, but it is often difficult for non-experts to identify published campaigns that represent a true SM approach. This paper describes the application of a checklist to assist policy makers and practitioners in appraising evidence from campaigns reflecting actual SM in practice. The checklist could also guide reporting on SM campaigns.

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http://hdl.handle.net/10453/161346