A gamified approach to promoting empathy in children

Purpose Gamification has gained popularity in social marketing research; however, its application remains limited to a few contexts, and relatively little is known about how innovative gamification technologies such as augmented reality can be applied to social marketing programme design. This paper aims to demonstrate the application of gamification to a social marketing pilot programme designed to increase children’s empathy and empathic behaviour. Design/methodology/approach Informed by social cognitive theory (SCT), a mixed-method research design was adopted using pre- and post-programme surveys (n = 364) to assess effectiveness using paired samples t-test. Qualitative data included observations, participant’s questions and a feedback activity at the end of the programme. A thematic analysis was undertaken to examine the data and detect meaningful insights. Findings Children’s affective empathy and empathic behaviour outcomes were improved following the pilot programme. However, no effects were observed for cognitive empathy and social norms. Thematic analysis revealed three themes to further improve the game: developmentally appropriate design, user experience and game design. Research limitations/implications Findings demonstrated challenges with the application of SCT outlining a disconnect between the design of the gamified programme and theory application. Practical implications This study provides initial evidence for the application of innovative gamification technologies to increase empathy in children. Originality/value To the best of the authors’ knowledge, this paper is the first to examine how a gamified social marketing programme can increase empathy in children.

Social marketing planning

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.

Commissioning social marketing

This chapter sets out some practical considerations and tips for organizations considering investing in external suppliers to provide either elements of a social marketing initiative or a whole initiative. Commissioning can be a highly cost-effective way of drawing on the necessary specialist skills that may not be present within organizations. It is a straightforward process, but it demands a systematic approach and the proactive management of prospective and successful suppliers. There are many issues that need to be considered when deciding to bring in external agencies or individuals to help develop, deliver, or evaluate your social marketing programme. This chapter provides some helpful checklists and questions to consider, as well as some guidance on managing suppliers of services.

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

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.