Exploring the utility of diffusion theory to evaluate social marketing approaches to improve urban sanitation in Malawi

2014 ◽  
Vol 5 (2) ◽  
pp. 289-300 ◽  
Author(s):  
B. Cole ◽  
J. DeGabriele ◽  
G. Ho ◽  
M. Anda
Keyword(s):  
Social Marketing ◽  
Participatory Design ◽  
Diffusion Theory ◽  
Field Testing ◽  
Primary Component ◽  
Urban Setting ◽  
Urban Sanitation ◽  
To Receive ◽  
Social Marketing Programme ◽  
Pragmatic Paradigm

This study examines diffusion theory as an explanatory framework for the adoption of an ecological toilet by ‘first-moving’ customers in an urban setting in Malawi. The study was conducted during the early stages of a social marketing programme. A pragmatic paradigm was applied to address three research questions using mixed methods. The qualitative investigation formed the primary component of the study and interviewed 14 customers who were selected to receive micro-finance loans to purchase the ecological toilet. These 14 customers were labelled ‘first movers’. The study identified that ‘first movers’ only partially displayed characteristics of ‘innovators’ and the product met three of five characteristics associated with successful rates of diffusion. Improving the trialability and simplicity of the product, through field-testing, human-centred or participatory design approaches could improve the likelihood of the product attaining the characteristics that support successful diffusion. Organisations that apply social marketing approaches to improve urban sanitation coverage may improve their efficacy, equity and cost-effectiveness by utilising diffusion theory as the theoretical framework to design, implement and evaluate their programmes.

scholarly journals Sexual and reproductive health of Syrian refugee adolescent girls: a qualitative study using focus group discussions in an urban setting in Lebanon

2021 ◽  
Vol 18 (1) ◽  
Author(s):  
Rayan Korri ◽  
Sabine Hess ◽  
Guenter Froeschl ◽  
Olena Ivanova
Keyword(s):  
Focus Group ◽  
Reproductive Health ◽  
Sexual Harassment ◽  
Qualitative Study ◽  
Adolescent Girls ◽  
Sexual And Reproductive Health ◽  
Urban Setting ◽  
Focus Group Discussions ◽  
Group Discussions ◽  
To Receive

Abstract Background The war in Syria caused the forced displacement of millions of Syrians to neighboring countries. Lebanon is the host country with the largest overall number of Syrian refugees per capita. Adolescent refugee girls experience a unique level of vulnerability during human emergencies and are at increased risk of suffering from poor sexual and reproductive health (SRH) outcomes. We conducted an exploratory qualitative study to learn about the SRH perceptions and experiences of refugee adolescent girls living in Bourj Hammoud, an urban setting in Lebanon. Methods We employed a qualitative design with eight focus group discussions (FGDs) conducted with 40 Syrian Arab and Syrian Kurdish adolescent girls between January and March 2020. Every FGD consisted of five participants aged 13 to 17 years. A semi-structured guide was used covering multiple themes: menstruation, puberty, SRH awareness, and sexual harassment. FGDs were transcribed and analyzed using thematic analysis. Findings The participants discussed adolescent girls’ health and named six elements of good health, such as healthy activities and self-protection. The majority of the FGD participants reported a lack of awareness about menstruation when they experienced it for the first time and the social stigma associated with menstruation. When defining puberty, they indicated its social link to a girl’s readiness for marriage and her need to become cautious about sexual harassment. Most FGD participants had very poor knowledge of the female reproductive system. Mothers were the most approached persons to receive information on SRH issues; however, the girls indicated a wish to receive advice from specialists in a comfortable and private atmosphere. All the girls reported that either they themselves, or an acquaintance, had experienced some type of sexual harassment. The girls rarely reported those incidents due to fear of being blamed or subjected to mobility restrictions, or forced to drop out of school. Conclusions The findings show the refugee girls need for satisfactory knowledge on SRH issues and interventions to prevent sexual and gender-based violence that take into consideration the complexity of urban settings.

Social marketing planning

2017 ◽  
Author(s):  
Jeff French
Keyword(s):  
Social Marketing ◽  
Programme Implementation ◽  
Planning Models ◽  
Marketing Planning ◽  
Planning Approach ◽  
Planning Processes ◽  
Systematic Planning ◽  
Behavioural Theories ◽  
Social Marketing Programme

There is a lack of systematic planning in many public programmes, despite the existence of a number of well-designed and tested systematic planning models. One of the defining features of social marketing is the application of systematic and transparent planning to achieve defined and measurable social objectives. When planning social marketing interventions aimed at influencing behaviour, behavioural theories and models should have a central role in informing the intervention’s design and evaluation. However, an equally important factor in the delivery of an intervention is the application of a logical and documented planning approach in order to produce learning about what worked well and what did not. Systematic planning processes are key to understanding not only which elements of a social marketing programme are most successful but also which are most efficient. A focus on systematic planning is a valuable way to ensure that programme implementation weaknesses are addressed and mitigated.

Smokers' Responses to Anti-Smoking Advertisements by Stage of Change

1999 ◽  
Vol 5 (2) ◽  
pp. 56-65 ◽  
Author(s):  
Robert J. Donovan ◽  
Susan Leivers ◽  
Leonard Hannaby
Keyword(s):  
Social Marketing ◽  
Stages Of Change ◽  
Public Service ◽  
Primary Component ◽  
Public Service Announcements ◽  
Core Element ◽  
Marketing Segmentation ◽  
The Social ◽  
Social Marketing Campaigns ◽  
Change Concept

Prochaska and DiClemente's stages of change concept has been readily adopted by health promoters and social marketers. These stages have been recommended as a segmentation variable in health promotion and social marketing campaigns, while a recent social marketing text proposes the Prochaska stages as a core element of the social marketing approach. For any marketing segmentation base to be meaningful, it must be shown that the different segments respond differentially to some aspects of the communication and marketing mixes directed at the segments. Hence the utility of the stages of change approach in social marketing is dependent on evidence that individuals in the various stages of change do respond differentially to elements of the social marketing mix. Given that information is the primary component of many social marketing campaigns, and that this information is often carried in the form of paid advertisements or public service announcements (PSAs), it would be useful to determine whether individuals in the different stages of change respond differentially to the same message, and hence require separate communications.

scholarly journals Fragment urbanism: Politics at the margins of the city

2018 ◽  
Vol 36 (6) ◽  
pp. 1007-1025 ◽  
Author(s):  
Colin McFarlane
Keyword(s):  
Urban Poverty ◽  
Cape Town ◽  
Global South ◽  
Urban Theory ◽  
Urban Sanitation ◽  
Poverty And Inequality ◽  
History Of ◽  
To Receive ◽  
The City

Fragmentation is a keyword in the history of critical urban thought. Yet the products of fragmentation – the fragments themselves – tend to receive less attention. In this paper, I develop a politics of urban fragments as a contribution to debates both in urban theory and in urban poverty and inequality. I examine inadequate and broken material fragments on the economic margins of the urban global South, and ask how they become differently politicized in cities. I develop a three-fold framework for understanding the politics of fragments: attending to, generative translation and surveying wholes. I build these arguments through a focus on a fundamental provision – urban sanitation – drawing on research in Mumbai in particular, as well as Cape Town, and connecting those instances to research on urban poverty, politics and fragmentation.

scholarly journals The spatial impact of migration

2018 ◽  
pp. 159-170
Author(s):  
Cristina Cassandra Murphy
Keyword(s):  
Growth And Development ◽  
Participatory Design ◽  
Public Spaces ◽  
Urban Setting ◽  
Successful Implementation ◽  
Global Companies ◽  
Integration Of Immigrants ◽  
Local Residents ◽  
Improved Methods ◽  
Do So

Migration across national borders has an increasing impact on cities. Traditionally, cities have been the locus of cultural, religious, social, and economic exchange, which is a fundamental characteristic of a thriving network. However, the urban division of inside (local) and outside (global) is still problematic even though we are moving toward true heterogeneous metropolis. This division results in “inequity” within society, urbanism, architecture and their related fields. A key to improving this societal issue is to understand, rethink, and challenge the division between “inside” and “outside”. To do so, we (XCOOP Rotterdam and the Centros Urbanos Javeriana, Bogotà) have proposed a “hypothetical sustainable multi-cultural city” that aims at integration of immigrants through the creation of an “in-between” space that encourages integration among immigrants and receiving communities. The success of this space will depend on the degree of inclusiveness: local and global residents will need to lead the transformation and any new intervention ought to satisfy communal interests. We have been studying this design-based proposal for a while and since May 2017, we have been working with students and communities (interactive workshops), experts in the field (international conferences), and universities (on-site performances and exhibition) in the following four cities: Bogotà, a city that is economically unbalanced and lacks accessibility to essential goods; Tucson, a city that faces issues of homelessness and segregation; Baltimore, an urban setting that confronts geographical segregation and inequity; Rotterdam, a metropolis focusing on the growth and development of global companies rather than its local residents. The results of these efforts include the following conclusions: - the “in-between” spaces foster opportunities for positive encounters among different groups in public spaces; - the “in-between” spaces rely on equal accesses to public services and goods; - successful implementation of “in-between” spaces requires new typologies and improved methods of participatory design.

scholarly journals Cooking app engages kids as well as moms: Inviting secondary users into health outreach

2021 ◽  
pp. 001789692110493
Author(s):  
Peter Clarke ◽  
Deborah Neffa-Creech ◽  
Susan H Evans
Keyword(s):  
Collective Action ◽  
Disease Prevention ◽  
Field Testing ◽  
Electronic Media ◽  
Secondary Users ◽  
Health Apps ◽  
Primary Users ◽  
Key Variables ◽  
To Receive ◽  
Experimental Group

Objective: Health apps for smartphones have largely overlooked one means of expanding effectiveness: namely, inviting access by secondary app users who can contribute positively to primary users’ lives. We report on outcomes from field testing a cooking app where dissemination included both mothers who were household cooks (primary users) and their children (secondary users). Setting and Method: The app, VeggieBook, aimed to increase the use of vegetables in meals and snacks by household cooks. Clients at 15 community pantries were randomly assigned to receive or not receive the app. The same vegetables were supplied to all participants. In each family in the experimental group, the mothers and a 9- to 14-year-old child were each given their own portal into the app. Interviews before, during and after the project and electronic capture of app use measured key variables. The app’s impact on children was gauged by whether or not they became involved in helping prepare family dinners. Results: Availability of VeggieBook increased children’s collaboration with their mothers, even though the app contained scant content urging this. Collaboration occurred most often in families where electronic media (television, phones, earbud devices) did not intrude on socialising during meals, and there were opportunities to acknowledge children’s kitchen contributions. Conclusion: Implications are identified for the creation of other health apps intended for disease prevention and management. Secondary users (spouses, home caregivers, children and friends) could also be targeted to use apps meant for primary users (people at-risk for illness or patients), thereby building collective action towards improving health.

Boaters’ Perceptions of a Mobile App for a Marine Conservation Social Marketing Campaign

2013 ◽  
Vol 20 (1) ◽  
pp. 47-65 ◽  
Author(s):  
Kamra Bowerman ◽  
Denise E. DeLorme
Keyword(s):  
Social Marketing ◽  
Marine Environment ◽  
Diffusion Theory ◽  
Target Population ◽  
Marine Conservation ◽  
Mobile App ◽  
Future Research ◽  
Barriers To Adoption ◽  
Social Marketing Campaign ◽  
Adoption And Diffusion

This case study explored recreational boaters’ perceptions of a mobile app being developed in the context of a campaign to promote environmental responsibility in a U.S. Florida lagoon. Transcripts from six focus groups conducted with a target population of boaters to guide the conservation campaign were analyzed to identify and understand the barriers and benefits of the app that may influence its adoption with the desired behavior of better navigating the lagoon. Extant literature on social marketing and adoption and diffusion theory informed analysis. Overall, the results uncovered five perceived benefits and seven perceived barriers to adoption of the mobile app. Participants were interested in the app and had generally favorable reactions. They thought the app could fill a gap in boating technology and provide geographic information useful for improving the boating experience and health of the marine environment. However, there were also questions about the app’s purpose for the campaign and its ability to provide the quality and quantity of information desired for certain features. While some of this study’s identified benefits and barriers were consistent with the literature, others appeared unique to this social marketing and marine environment situation. The article concludes with a discussion of theoretical connections, practical implications, and future research recommendations.

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