Case studies
Changing human behaviour is no simple undertaking. It can however be made easier if you see how others have tackled a similar task.
Below is a selection of social marketing case studies for you to check out.
We are always interested in adding more case studies to our collection. If you would like to have your social marketing project considered for publication as a case study on this site let us know. We ask people to follow a standard format which we provide. We do however reserve the right to decide whether or not the case study is suitable.
Case Study – Check, Clean, Dry
Didymo (Didymosphenia geminata) is a microscopic alga, first confirmed in New Zealand in 2004, that can devastate fresh waterways. Evidence suggests that human activities are most likely responsible for the spread of didymo both globally and regionally. MAF Biosecurity New Zealand is committed to a social marketing campaign to slow the spread of didymo and other aquatic weeds. The campaign focus, underpinned by collaboration between national and regional agencies, is to get freshwater users to take personal responsibility for reducing the risk of spread. The key behaviour message for this voluntary compliance is ‘Check, Clean and Dry’. ||download Word.htm 202.5kB||
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Case Study – Immunise Australia
Tom E Carroll & Laurie Van Veen.
A 1995 survey found low levels of childhood immunisation in Australia. Of children aged up to 6 years, only 33 per cent were fully immunised according to the schedule being recommended at the time. This case study represents the application of social marketing theory and practice to increase the levels of full age-appropriate childhood immunisation as part of the Immunise Australia Program. ||download Word.htm 58.4kB||
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Case Study – SunSmart
Skin Cancer is by far the most common cancer affecting New Zealanders & Australians. This New Zealand case study outlines a joint strategy between the Cancer Society and the Health Sponsorship Council. The goal of the SunSmart programme is to increase the uptake of sun protective behaviours by New Zealand children aged 12 years and under and their care-givers. ||download Word.htm 29.9kB||
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Case Study – Push Play
Physical activity is a key factor in maintaining health yet one third of New Zealand adults do not get enough exercise. Conservative estimates put the number of deaths due to inactivity at five times the number from road trauma. This case study describes the social marketing component of a comprehensive long-term strategy to increase the level of physical activity among New Zealanders. It covers the Push Play media campaign promoting physical activity for health. The first phase of the Push Play social marketing campaign reported here delivered a generic message to a broad population target. The next phase, currently in development, will focus more on priority target populations and deliver more tailored messages and initiatives. ||download Word.htm 62.8kB||
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Case Study – UVI Index
This case study is contained within a poster. The poster was developed for presentation at the 2004 World Health Promotion Conference in Melbourne. The project was a world first to link the UVI directly to behaviours, and to promote these in national weather forecasts in a variety of media. It began with an in-depth research project looking at what New Zealanders wanted in terms of explaining their risk from Ultraviolet radiation. ||download pdf: 261.7 kB||
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Case Study – Sorted
How does a government agency charged with persuading people to save for their retirement get their message through to youth and other hard to reach groups? And what do you do if your budget is cut at the same time? You get a mouse onto the job!
This case study outlines how the New Zealand Retirement Commission used the Internet to deliver on the public’s preference for interactivity and personalisation in their financial planning. ||download pdf: 2020kB||
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www.sorted.org.nz |
