Creating Heroes: The Impact of a Student Union Driven Social Marketing Campaign on University Students' Awareness, Recognition and Willingness to take a stand against Bullying.
Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
This research examines a student union-driven social marketing campaign intended to combat bullying by impacting bystander's knowledge and attitudes towards bullying at a Public University in Sweden. The campaign was designed and implemented by student volunteers over a period of five months. Efforts employed on campus addressed various aspects of the marketing mix, including product, price, place, and promotion through fun activities such as the Pink Shirt Day. Outcome measures of the campaign evaluation included assessing the effectiveness of promotional materials in prompting student visits to the campaign webpage, participation in an anti-bullying day and assessing the impact on students’ reported bullying-related beliefs and behaviours. As a result of extensive formative research, student developers designed campaign promotional materials that incorporated socially relevant images and messages to enhance students’ confidence related to making decisions on how to behave in situations where they witnessed incidents of bullying. Evaluation included an anonymous survey sent to a sample of students. Responses were gathered regarding student demographics, awareness and recognition of bullying, and whether the campaign impacted students’ reflections on awareness of, recognition of and willingness to stand up to bullying. Study results indicate online and interactive promotional materials (i.e., Facebook page and antibullying day a.k.a Pink Shirt Day) increased the likelihood of students reporting a positive response to their awareness and confidence in understanding the harmful effects of bullying and determination to help those affected by it. Use of socially relevant messages and online or interactive campaign components appear to be promising when implementing campaigns to address University students bullying issues.
Place, publisher, year, edition, pages
2013. , 51 p.
Social Marketing, Anti-bullying, Bystanders, 4P's of Social Marketing
IdentifiersURN: urn:nbn:se:uu:diva-255693OAI: oai:DiVA.org:uu-255693DiVA: diva2:823210
Subject / course
Master Programme in Business and Management
Thilenius, Peter, Dr.