This article describes an interdisciplinary, experiential learning project that combined marketing and communications courses at a state university. Two professors from different colleges partnered with a domestic violence center to enable students to create a community-based social marketing campaign. Student assessments indicated success in achieving educational objectives and practical knowledge. The resulting multimedia campaign was well received throughout the state and illustrates opportunities for developing interdisciplinary knowledge and teaching in business and communication studies.
Statewide research conducted to design a campaign to inform Montana residents about the REAL ID Act supported previous claims that some Rocky Mountain residents view the law as an invasion of privacy. Although most Montana residents (60%, n = 194) planned to get their REAL IDs within the first year that it became available, 43% ( n = 141) of respondents to a survey of registered voters ( n = 325) intended to wait more than one year or never obtain it. Individuals who planned to wait were more likely to report concerns about government collection of personal data, and view the law as an invasion of privacy. However, the relationship is weak. As one of several states that opposed adoption of the Real ID Act in, Montana was characterized in academic and lay media as basing its opposition on concerns about violations of privacy. State officials were so concerned that residents would object to the imposition of the new ID, that REAL ID campaign organizers were directed to only raise awareness, and avoid any efforts at persuasion. Focus groups conducted to assess responses to several campaign strategies indicated an approach that described REAL ID as consistent with traditional Montana values of independence, but did not confront privacy concerns. This paper uses quantitative and qualitative data in an attempt to understand how strong such resistance in Montana actually was.
Purpose The purpose of this research project was to improve public awareness to improve public awareness of the importance of energy conservation and to improve the use of simple conservation strategies. A thorough evaluation of the net gain from the numerous energy campaigns rolled out to the public every year is lacking. This study conducted pre- and post-campaign surveys and focus groups to evaluate one campaign’s impact on self-reported energy behaviors. Design/methodology/approach The campaign used television public service announcements and a website to improve awareness of the city’s efforts to conserve energy and to increase individual energy conservation practices. Focus groups (n = 40) were used to identify common barriers to conservation, and pre- and post-surveys (n = 533, 479) were conducted to evaluate the campaign’s effectiveness. Findings Results indicated that the campaign increased positive changes in changing light bulbs and confidence in taking action to turn down thermostats, unplug devices and turn off lights. While follow-up research is needed on the precise mechanism of the psychological process at work, the findings are consistent with the concepts of self and response efficacy as needed components of any behavior change. The authors advocate the adoption of research-informed message design to maximize communication campaign effects. Originality/value This paper demonstrates how the combination of three prominent persuasion theories can be used to develop behavior change campaigns. Also, it is one of the few studies to evaluate the effectiveness of the Energy Star campaign.
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