‘Appreciate A Mate’ Helping others to feel good about themselves. Safe and Well Online: A report on the development and evaluation of a positive messaging social marketing campaign for young people.
Spears, Barbara, Taddeo, Carmel, Barnes, Alan, Collin, Phillipa, Swist, Teresa, Drennan, Judy, Scrimgeour, Margaret, & Razzell, Mark (2015) ‘Appreciate A Mate’ Helping others to feel good about themselves. Safe and Well Online: A report on the development and evaluation of a positive messaging social marketing campaign for young people. Young and Well CRC, Abbotsford, Vic.
This report describes the Year Two/Campaign Two processes, and articulates findings from the major project components designed to address the challenges noted above (see Figure 1). Three major components comprise the Safe and Well Online project:
1) A participatory design (PD) process involving young people and sector partners (UWS) for;
2) campaign development (Zuni & Digital Arts Network); and
3) a cohort study (University of South Australia) to evaluate campaign effectiveness and attitude and behaviour change.
Each sub-study comprehensively considered the ethical requirements of conducting online research with minors. The theoretical and methodological framework for measuring campaign engagement and efficacy (Sub-studies 3, 4 and 5) drew on the Model of Goal Directed Behaviour (MGB) (Perugini & Bagozzi 2001) and Nudge Theory (Thaler & Sunstein, 2008). This report extends the findings and conclusions of the Year One Pilot Study ‘‘Keep it Tame’’ (Spears et.al, 2015), and details the development and evaluation of the second of four Safe and Well Online Campaigns—‘‘Appreciate A Mate’: Helping others feel good about themselves’.
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|Keywords:||Mobile app, mental health, social marketing|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2015 Young and Well CRC|
|Copyright Statement:||This work is copyright. Apart from any use as permitted under the Copyright Act 1968, no part may be reproduced by any process without prior written permission from the Young and Well CRC. Requests and enquiries concerning reproduction and rights should be addressed to the Chief Executive Officer, Young and Well CRC, 17/ 71 Victoria Crescent, Abbotsford VIC 3067, Australia.|
|Deposited On:||31 Jul 2015 00:09|
|Last Modified:||02 Aug 2015 23:47|
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