Social marketing targeting Indigenous peoples: a systematic review

Abstract

Social marketing is a discipline focused on the application of marketing principles to induce socially desirable behaviour change. As social marketing remains one of the main behaviour change approaches pursued by governments and international organisations, it is important to consider its use in relation to vulnerable groups that are particularly exposed to discriminatory practices, marginalisation, exclusion and destitution. The aim of this systematic review is to identify the extent to which Andreasen's (2002) six social marketing benchmark criteria were reported in social marketing interventions targeting Indigenous peoples. A total of 20 articles covering 13 social marketing interventions were identified for review. Although none of the interventions gave evidence that they addressed all six of the benchmark criteria, they appear to have been effective in challenging some of the issues faced by Indigenous peoples. However, the criteria of segmentation, exchange and competition remain underused in the identified interventions. Social marketing interventions targeting Indigenous peoples tend to rely on television and radio advertising, showing potential for more use of product, place and price to influence, facilitate and maintain socially desirable behaviour change.

Exploring the Effectiveness of an Energy Efficiency Behaviour Change Project on Well-Being Outcomes for Indigenous Households in Australia

“…As knowledge of what to do is often a pre-cursor for action, the results that found significant improvements in knowledge suggest that such improvements led to the changes reported in behaviour. These results are consistent with other social marketing programs aimed at behaviour change with Indigenous people [23,24]. Fundamentally, the delivery of a social marketing home support program by Indigenous people, for Indigenous communities, was successful and is thus a recommended method to adopt for future social marketing programs.…”

“…Reduced bills can be the result of home retrofits or structural upgrades (improvements to the housing stock or appliances used) or of adjusting the behaviour of people in their homes and how they use energy. The latter can be considered as a 'social marketing' project, which aims to influence a change in people's behaviour for improved social outcomes [23][24][25]. In this way, people can be supported in their homes, and empowered to reduce their energy bills, by guiding how they might use heating, cooling and other appliances, as well as when they use them, more efficiently and effectively.…”

Social marketing interventions for the prevention and control of neglected tropical diseases: A systematic review

“…Many individual studies and systematic reviews illustrate the effectiveness of social marketing across a variety of health problems [17][18][19][20]. These reviews have used a variety of frameworks to describe social marketing interventions, some have focused on the traditional marketing mix, also known as the four or six Ps (product, price, place, promotion, policy, partnerships) [21,22], other have used the social marketing benchmarks [18,19,[23][24][25]. The latter is the most widely used by social marketing scholars.…”

Systematic Literature Review of Interventions for Promoting Postmortem Organ Donation From Social Marketing Perspective

“…To fill this gap, the present article analyzes the effectiveness of different types of interventions against criteria that previous research on other health-related areas has identified as the most significant in effective behavior-change programs. [2][3][4] These criteria include (1) aim to achieve behavioral objectives, (2) target groups are defined through the process of segmentation, (3) make use of formative research, (4) use theory to inform development and implementation of interventions, (5) make an exchange offer to the target audience for adopting the proposed behavior, (6) make use of social marketing mix when delivering the intervention to the target audience, and (7) paying close attention to the competition to the proposed behavior.…”

“…These benchmark criteria derive from social marketing, which is recognized as an effective approach in dealing with behavior change around different health-related issues (alcohol abuse, healthy eating, reproductive health, physical activity, drug prevention, etc.). [2][3][4] Inclusion of social marketing benchmark criteria (SMBC) tends to result in more successful interventions, measured by behavior change, than interventions that do not use these criteria. 2,4 The main objectives of this study were to identify (1) whether interventions that employed more SMBC were more successful in achieving intervention's goals than those with less SMBC employed, (2) how often, and (3) to what extent did interventions promoting organ donation behaviors employ particular SMBC in the past decade.…”