Academic journal article Research Quarterly for Exercise and Sport

Effectiveness of Social Marketing Poster Campaigns on a University Campus

Academic journal article Research Quarterly for Exercise and Sport

Effectiveness of Social Marketing Poster Campaigns on a University Campus

Article excerpt

Social marketing has been widely used on college campuses to influence the acceptance of behaviors for reducing the risk for health practices associated with high-risk alcohol consumption. The purpose of this study was to examine the efficacy of a poster campaign, designed by the National Bacchus & Gamma Peer Education Network, at a mid-size university in Texas. The "Seize-the-Keys" poster was designed to increase awareness of preventing alcohol related automobile accidents by preventing friends from driving while intoxicated. Posters were displayed across campus from fall 2004 to fall 2005. A thirteen item questionnaire, designed to obtain information regarding observation and interpretation of the poster, was administered electronically to undergraduate students. Four hundred forty-seven students (72% women, 28% men) responded to the questionnaire. Frequencies were analyzed using SPSS version 14.0. Results indicate that 51% (n = 233) of the respondents noticed the poster with 48% (n = 217) stating they did not notice the poster. Of those students who noticed the poster, 40.5% (n= 184) read the poster content, 14% (n = 63) did not. Regarding the influence of the poster on drinking and driving behavior, 24% (n = 109) reported a positive influence on behavior while 30% (n = 138) reported no influence on behavior. The poster influenced 23% (n = 105) of the respondents to encourage their friends to not drive when under the influence of alcohol. …

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