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23 December 2010

Comments

Craig

Thanks for your comments Brian. yes, the Snyder analysis did note differences on effect sizes (behavior change)depending on the behavior being studies. Generally, the simpler, or one-off occasion, the larger the impact on behavior change - which if I recall correctly was not more than about 12% points. Others, notably reducing teen use of illicit drugs, had a slightly negative impact.

let me know when that review is done and your paper is ready for publication. Would like to feature it here as the online (and mobile technologies) for behavior change are clearly areas in need of critical review and rational expectation setting.

Cugelman

The 5% figure seems like a reasonable, if not a high ballpark estimate for communication campaigns, as success is often just a few percentage points. Of course, the type of behaviour and success ratio will vary widely from behaviour to behaviour and population to population.

After a year and a half in peer review, my meta-analysis on the design of online interventions for social marketing campaigns will soon be published. During the study, I discovered that online interventions and sophisticated print interventions offered similar behavioural impacts. Although there is no fixed rule on converting an effect size statistic into a percentage, by some estimates, the impact would be higher than 5%, with the caveat that many of these interventions work best on populations that are ready to change, ie excluding those in pre-contemplation or contemplation stages. However, I think it's possible to grow the 5% with online technology by offering interactive online support as one of many services for those who are sufficiently motivated or driven to take the next step.

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A Few of My Publications

  • Health communication campaigns to drive demand for evidence-based practices and reduce stigma in the HEALing communities study
    Describes the development of five communication campaigns that focused on naloxone, MOUD, and stigma reduction as part of a community intervention study (n=65) to reduce opioid deaths.
  • Social Marketing and Social Change: Strategies and Tools For Improving Health, Well-Being, and the Environment
    This book weaves together multi-level theories of change, research and case studies to explain and illustrate the development of social marketing to address some of society’s most vexing problems. The result is a people-centered approach that relies on insight and empathy as much as on data for the inspiration, design and management of programs that strive for changes for good. “This is it -- the comprehensive, brainy road map for tackling wicked social problems. It’s all right here: how to create and innovate, build and implement, manage and measure, scale up and sustain programs that go well beyond influencing individual behaviors, all the way to broad social change in a world that needs the help."
  • SAGE: Social Marketing: Six-Volume Series
    Bringing together seminal texts from diverse sources, this six-volume set organizes the field of social marketing, highlights its global scope and empirical contributions, and present its current growth and dynamism. Each volume addresses specific themes: conceptual frameworks and common ground, social marketing in the developed world, social marketing in developing countries, applications for sustainable behavior and environmental protection, and deepening and expanding its impact.
  • An integrative model for social marketing
    The model pulls together social marketing ideas and practices from the diversity of settings in which they have been developed and allows practitioners and academics to use a common set of concepts to think about and design social marketing programs. The model gives social marketers more latitude in how to use price and place in the design of programs and how to approach social change and public health in the years ahead through market‐based reform.
  • Transformative social marketing: Co-creating the social marketing discipline and brand
    The paper reviews new insights and understandings from modern social marketing practice, social innovation, design thinking and service design, social media, transformative consumer research, marketing theory and advertising practice to develop a model for transforming social marketing thought, research and practice.
  • The new technology: The consumer as participant rather than target audience
    The original argument against social marketers having "target audiences."
  • Consumer-based health communication
    The foundational work behind the creative brief as used today.
  • Social marketing and public health intervention
    The first widely cited article on using marketing for public health programs that focused on its application in community approaches to preventing heart disease. The essential principles still hold.
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