Here are references and resources. Please send others you know of that could be posted.

Evaluation of the Energize Your Life! Social Marketing Campaign Pilot Study to Increase Fruit Intake Among Community College Students. Shive, S. and Morris, M. JACH. Vol 55, No 1 July August 2006, pp 33-40. (ERIC listing, FindArticles).

Abstract: In this study, the authors evaluated the effectiveness of the Energize Your Life! social-marketing campaign pilot study to improve knowledge, attitudes, and fruit intake among community college students. The authors used a cross-sectional, quasi-experimental, pre- and posttest design. They randomly selected community college students (N = 1,367) and exposed the intervention campus to fruit fairs to distribute fresh fruit, 100% fruit juice, and fruit smoothie samples and information about fruit to students. The authors also addressed policy change to increase the accessibility of fruit on campus. There was a significant increase in fruit intake between pre- and posttest at the intervention campus. Although students had positive attitudes toward intake, most did not achieve the minimum recommended daily 2 servings of fruit. Approximately 25% of the students had insufficient funds, which affected their food intake. Longer-term social marketing interventions may be an effective means of improving the dietary quality of community college students.

Implications (from Health Education and Behavior, Practice Notes: Strategies in Health Education): Social marketing materials to promote fruit consumption among college students should include messages that fruit increases one’s energy and is a healthful type of fast food. (Health Education & Behavior, Vol. 29, No. 4, 405-410 (2002).

Healthy Mondays at Columbia University - This 62 page PDF file describes three social marketing programs to increased hours and quality of sleep among undergraduate students, maintenance of healthy friendships and awareness of the health benefits of friendships, and exercise and better nutrition to reduce overweight and obesity. Included are references and appendices with PSAs, graphics, messages and press releases. Healthy Monday web site.

If you Feed them, Will They Come? The Use of Social Marketing to Increase Interest in Attending a College Alcohol Program, A recent issue of the Journal of American College Health has an article (Palmer, R., Kilmer, J. Larimer, M. July/August 2006, Vol 55, No 1, pp 47-52) It has two references described on the second page that would also be useful for additional ideas on social marketing in college settings.

Abstract: The authors used social marketing to design and test advertisement components aimed at increasing students' interest in attending an alcohol program focused on reaching students who drink heavily, although the authors offered no such program. Participants were undergraduate students in introductory psychology courses (N = 551). Questionnaires included measures assessing demographic information, alcohol use and negative consequences, and interest in attending an alcohol program in response to exposure to 1 of 12 systematically varied advertisements. The authors found that approximately 20% of participants across all ad types indicated some level of interest in attending the alcohol program. Students who use alcohol reported more interest in attending when an informational message was used. Of the participants offered food, 41.9% indicated the food offered in the advertisement impacted their interest in attending. Results suggest market segmentation plays a role in developing effective advertisements to recruit different groups of students based on their reported drinking behavior.

Using Social Marketing to Increase the Use of Helmets among Bicyclists. Ludwig, T., Buchholz, C., Clarke, W. JACH July 2005.

Alcohol social norms "It's OK Not to Drink" messages and social norms drinking facts marketing outcomes. SHS Quality Maintenance and Improvement (QMI) studies included implementation, impact, effectiveness,and alcohol use perception trends over time (Word files).These show (5 years after program implementation) how many students recalled seeing messages (reach), what they thought messages and norms meant, how their behaviors were affected and perceptions over a 5 year period. Trends reflect when marketing efforts decreased and increased as grant funding was available and interest changed. Notice how athletes' perceptions stayed accurate. Click on this line to download the program evaluation instrument. (PDF)

Social Marketing Strategies for Campus Prevention of Alcohol and Other Drug Problems, Higher Education Center's 1997.

Recruitment to a University Alcohol Program: Evaluation of Social Marketing Theory and Stepped Approach Model Gries JA, Black DR, Coster DC. Prev Med. 1995;24:348-356. Pub Med Abstract. Purchase for $30

Abstract: BACKGROUND: This study was a first initiative to evaluate the application of social marketing theory (SMT) to increase attendance at an alcohol abuse education program for university residence hall students and to ascertain whether aggressive recruitment strategies are necessary as part of the stepped approach model (SAM) of service delivery. METHOD: SMT and public health strategies that include focus groups, in-depth interviews, and intercept interviews were used to develop recruitment materials in a Test Hall. These new recruitment materials were introduced to the residents in the Treatment Hall (N = 727) and were compared to the Usual Care, Control Hall (N = 706) which received the recruitment materials normally provided to residents as well as to three Historical Halls separately and combined which had used the Usual Care recruitment materials in the past. RESULTS: The Treatment Hall percentage attendance was significantly superior (0.001 < p < 0.05) in all comparisons. The percentage attendance did not differ significantly from marketing literature expectations. The projections for campus-wide attendance for residence hall students were between 207 and 243 participants and for nationwide attendance, 36,900 +/- 8,185. CONCLUSIONS: The results suggest that the SMT and public health methods used are helpful in developing recruitment strategies and are an important initial step of the SAM and that a "minimal intervention" recruitment strategy is a cost-effective approach that can have a dramatic impact.

Reducing alcohol consumption among university students: recruitment and program design strategies based on social marketing theory. Black DR, Smith MA. Health Educ Res. 1994;9:375-384.

Abstract: Recruitment of program participants and development of appealing comprehensive alcohol abuse prevention programs is an exigent priority for university campuses due to the serious physical and emotional consequences related to alcohol consumption. A sample of 67 students from a large midwestern university completed a survey based on Social Marketing Theory (SMT) which was developed to improve recruitment and enhance the design of comprehensive alcohol abuse prevention programs. The results indicate that recruitment may be optimized by providing a flexible, convenient, low-cost program that encourages friends' participation, communicates alcohol-related risks and offers university credit or refund as participation incentives. The design of alcohol abuse prevention programs may be enhanced by emphasizing the positive outcomes of reducing alcohol consumption, improving the quality and quantity of alternatives to the social atmosphere connected with drinking, and soliciting respected opinion leaders (physicians and parents) to communicate alcohol reduction messages. This project is a first initiative to ‘fill the gap’ in the social marketing research literature by providing formative information pertinent to recruitment and design of alcohol reduction programs specifically for college students.

UK's National Social Marketing Centre - England's equivalent of our DHHS and CDC is using social marketing to influence government policy

Strategic Social Marketing - A keynote presentation to the Innovations in Social Marketing Conference in Baltimore - April 2007. Shows application to influencing government policy and population behavior. PDF file

Social Marketing as a Policy Tool - Social marketing is a policy tool that can be used when. the best policy response is to target behavior change ..... to achieve social policy objectives. The key aspects of social marketing are its approach to policy development and the way in which it applies policy tools. PDF file

UK National Social Marketing Conference Web Page - A conference objective: To understand how social marketing is being used increasingly by the Department of Health and other Government departments to drive policy and practice.

1. McGinnis, J., Williams-Russo, P. and Knickman, J. The case for more active policy attention to health promotion. Health Affairs. 2002;21:2. 78-93.

2. Smedley, B. and Syme, S. Promoting health: intervention strategies from social and behavioral research. 2000. Washington: National Academy Press. Available at http://www.nap.edu/books/0309071755/html/ Accessed May 20, 2004.

3. Grizzell, J., The university learning mission, college health and the health agenda. NASPA NetResults, Research. March 25, 2005. Accessed on April, 10, 2007 at www.naspa.org/membership/mem/nr/article.cfm?id=1486, www.csupomona.edu/jvgrizzell/hppolicy/think_health_agenda.pdf

4. Franks AL, Brownson RC, Bryant C, Brown KM, Hooker SP, Pluto DM, et al. Prevention Research Centers: contributions to updating the public health workforce through training. Prev Chronic Dis. 2005 Apr Accessed on Aug 11, 2007. Available from: URL: http://www.cdc.gov/pcd/issues/2005/apr/04_0139.htm.

5. National Cancer Institute. Theory at a glance: a guide for health promotion practice.

6. Glanz, K. et al. Health behavior and health education: theory, research, and practice.

7. Social Marketing in Higher Education Listserv, https://mailman.csupomona.edu/mailman/listinfo/soc-mktg-he

8. Moving to a Health Agenda with High Return on Investment (ROI) High Reach / Low Cost Interventions Intervention Pyramid Concept developed the the US Air Force Surgeon General’s Office, Health Promotion Operations. See notes section of slides. PowerPoint

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Jim Grizzell, MBA, MA, CHES, HFI, FACHA

jvgrizzell@csupomona.edu

www.csupomona.edu/~jvgrizzell

909-856-3350

Created: Feb 22, 2008

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