Thursday 23 August 2018

Our contribution for the list of key evidence sources related to the effectiveness and added value of social marketing (eds. Doug Evans & Jeff French):



1 Title 2 Author(s) 3 Publication 4 Link 5 Brief comment 

I try to support Portugese, Brazilian and Spanish authors:

1.1 «Inhibitions and implications associated with celebrity participation in health-related social marketing: An exploratory research focused on HIV prevention in Portugal»
1.2 CASAIS, B., & PROENÇA, J. F. 
1.3 Health Marketing Quarterly, 29 (3), 2012, pp.206-222.
1.4 https://sigarra.up.pt/flup/pt/pub_geral.pub_view…
1.5 Results from in-depth interviews with 27 Portuguese celebrities show that they expect a fee for endorsements of commercial and government social marketing, despite the positive image they may gain from endorsing public health. The results demonstrate an absence of celebrity prejudice against HIV because of its serious nature and the social stigma attached to AIDS.
2.1 Porque nos Matamos nas Estradas… e Como o Evitar (Why We Kill on the Roads… and How to Avoid It)
2.2 RETO, L., & SÁ, J.
2.3 2003, Editorial Notícias, Lisboa.
2.4 https://www.researchgate.net/…/319406313_Porque_nos_matamos…
2.5 A seminal book with a critical analysis of the Portuguese national road traffic safety campaigns, showing that communication must be well incorporated in a social marketing strategy.

3.1 Social Marketing in a Country: The British Experience
3.2 SANTOS, C. O.
3.3. 2016, CreateSpace, Charleston, SC.
3.4 http://www.marketingsocialportugal.net/…/SocialMarketingina…
3.5 Studies the genesis, evolution, and implementation of the English national policy on social marketing in public health policy, showing the resilience of this policy through important political and social changes.
4.1 «Social marketing in Brazil: History, challenges and an agenda for the future»
4.2 MAZZON, J. & CARVALHO, H.
4.3 Revista de Gestão dos Países de Língua Portuguesa, 16 (3), 2017, pp. 14-27.
4.4 http://www.scielo.mec.pt/scielo.php…
4.5 Studies the key programs that marked the first phase of social marketing in the country and presents a discussion on barriers and opportunities for social marketing in Brazil, including a three points agenda for accelerating its diffusion.
5.1 «The problem of social exlusion in the EU: Can social marketing solve the situation? A behavioral economics perspective»
5.2 MORATO, M. A. C., LIZANA, A. G., & MESTANZA, J. G.
5.3 Revista de Gestão dos Países de Língua Portuguesa, 16 (3), 2017, 28-43.
5.4 http://www.scielo.mec.pt/scielo.php…
5.5 Analyses the problem of social exclusion is increasing in the European Union from a behavioral economics perspective (including in the interpretation of the situation the processes of stigmatization and theories of coping with stress, going beyond the traditional homo economicus model), providing social marketing effective solutions from that point of view to overcome the situation, and addressing the problem from a public-private perspective.

Social Marketing Citation

Doug Evans and Jeff French have volunteered to pull together a list of key evidence sources related to the effectiveness and added value of social marketing. The task comes out of some work the iSAM has been doing feeding into UNISEF Alliance for Social and Behavior Change who are developing recommendations about good practice in the field of behavioural influence and communication. Doug and I have provided some citations for this exercise (We were only allowed to send in five). It occurred to us whilst doing this in discussion with Patrick Cook, chair of iSMA Board that it would be helpful if we could pull together a more substantial collection of evidence-based citations in support of SM that could be used by social marketers globally.

We do not have the capacity to undertake a full systematic review and policy trawl so we have pragmatically decided to reach out to key social marketing experts to ask for help in compiling the first iteration of this list of key evidence sources. 

The Ask:
We are asking you because you are a leading authority in the field and we would welcome your contributions. We also know that we will have left out other potential contributors, so if you have other people that you would suggest are asked to contribute please let us have their contact details and we will reach out to them. See the attached list of people we are contacting in the first instance.

You can help by sending through between 3 – 5 (Max) key citations that you quote to make the case for applying social marketing. These citations can be evidence meta reviews, website collections of impactful case studies, books with multiple case studies, published articles, governmental or agency / organisational policy endorsements.  We have attached a template that can be used for the citations you send in. Please send your contributions back to us by the end of July.
We will at this stage not be conducting a quality assessment of what you send through, rather we will simply collate and deal with any duplications that comes in.  Once collated we will share this with the group and iSMA and other associations. The first iteration should be a useful starting point for asking for additional contributions from association members. The intention is to regularly update the list as new sources become available.
We will include in the paper that we submit to iSMA and the other associations the names of all those people who contributed. So please help us with this task, we value your contribution to what will hopefully be a useful aid to many social marketers around the world.

Many thanks