‘Appreciate A Mate’Helping others to feel good about themselves. Safe and Well Online: A report on the development and evaluation of a positive messaging social marketing campaign for young people.
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Date
2015
Authors
Spears, B.
Taddeo, C.
Barnes, A.
Collin, P.
Swist, T.
Drennan, D.
Scrimgeour, M.
Razzell, M.
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Social marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviours that benefit individuals and communities for the greater social good (International Social Marketing Association, 2013). Online social marketing campaigns are an increasingly popular strategy for engaging, informing, and influencing young people on issues relating to their safety and wellbeing. As a result, there is much interest in the role of online campaigns in promoting safety and wellbeing amongst young people.Whilst industry-informed evidence exists in relation to any campaign’s reach and impact, there is limited evidence in relation to the efficacy of these approaches for actual attitude and behaviour change. This is due in part to the complexity of working ethically online with minors, who require informed parental consent to participate, and the interdisciplinary and collaborative approaches required to measure and test change through online contexts. The theoretical and methodological challenges associated with mapping/tracking online engagement and determining subsequent attitudinal and behavioural change, along with innovative methodologies, required for youth-centeredcampaign design and development, also exacerbate that complexity. Significant advances in the science of impact evaluation are needed in order to bridge offline research standards with digital practices and data collection.To address these challenges, and contribute to new knowledge in this area, the Safe and Well Online project brought together researchers, digital strategists, young people, creative agencies and industry partners to specifically examine how online social marketing-styled campaigns can effectively address attitudes and behaviours which could compromise young people’s safety and cause harm.
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Copyright 2015 Young and Well CRC