The Role of Public Awareness Campaigns in Sustainable Development

• Autorzy: Anna Borawska

Warianty tytułu

Rola kampanii społecznych w rozwoju zrównoważonym

• Języki publikacji: EN

Abstrakty

EN

The concept of sustainable development has been present in political discourse for many years. Striving to achieve it has become a worldwide priority. Success in this field depends not only on the right government policies. It is also a matter of society engagement. There are different direct and indirect tools intended to promote and reinforce positive changes in social attitudes. Among the most important ones are public awareness campaigns. The aim of the article is to present the ways in which they can contribute to sustainable development and how their positive impact should be properly assessed. (original abstract)

Koncepcja zrównoważonego rozwoju już od wielu lat jest obecna w dyskursie politycznym. Dążenie do osiągnięcia tego celu stało się priorytetem na całym świecie. Sukces w tej dziedzinie zależy nie tylko od prowadzenia odpowiedniej polityki. Jest to również kwestia zaangażowania społeczeństwa. Istnieją różne bezpośrednie i pośrednie narzędzia mające promować i wzmacniać pozytywne zmiany postaw społecznych. Do najważniejszych z nich należą kampanie społeczne. Celem artykułu jest przedstawienie, w jaki sposób mogą one przyczynić się do osiągnięcia zrównoważonego rozwoju i w jaki sposób powinna być oceniana ich efektywność. (abstrakt oryginalny)

Słowa kluczowe

EN

Sustainable development; Social marketing; Social campaigns

PL

Rozwój zrównoważony; Marketing społeczny; Kampanie społeczne

• Czasopismo: Economic and Environmental Studies
• Rocznik: 2017
• Numer: nr 4
• Strony: 865--877

Twórcy

autor

Anna Borawska

• University of Szczecin, Poland

Bibliografia

• Agarwal, S.; Dutta, T. (2015). Neuromarketing and consumer neuroscience: current understanding and the way forward. Decision 42(4): 457-462.
• Andreason, A. R. (2004). A social marketing approach to changing mental health practices directed at youth and adolescents. Health Marketing Quarterly 21(4): 51-75.
• DeWan, A. A.; Green, K. M.; Li, X.; Hayden, D. (2013). Using social marketing tools to increase fuel-efficient stove adoption for conservation results. Conservation Evidence 10: 4-8.
• Donovan, R.; Henely, N. (2003). Social Marketing: Principles and Practice, New York: Cambridge University Press.
• Environmental Protection Law Act (2001). (Dz.U.2001.62.627), Warsaw: Chancellery of the Sejm.
• Falk, E. B.; O'Donnell, M. B.; Tompson, S.; Gonzalez, R.; Dal Cin, S.; Strecher, V.; Cummings, K. M.; An, L. (2015). Functional brain imaging predicts public health campaign success. Social Cognitive and Affective Neuroscience: 1-11.
• Fischer, C. E.; Chin, L.; Klitzman, R. (2010). Defining Neuromarketing: Practices and Professional Challenges. Harvard Review of Psychiatry 18(4): 230-237.
• Flint R. W. (2004). Sustainable development: what does sustainability mean to individuals in the conduct of their lives and businesses. In: Mudacumura G. M.; Shamsul Haque M. S. (eds.). Handbook of development policy studies: 67-87. New York: Marcel Dekker.
• Flint R. W. (2013). Practice of Sustainable Community Development. A Participatory Framework for Change, New York: Springer-Verlag.
• Freimuth, V.; Cole, G.; Kirby, S. (2001). Issues in evaluating mass media-based health communication campaigns, In: Rootman I.; Goodstadt M.; Hyndman B.; McQueen D. V.; Potvin L. (eds.). Evaluation in health promotion: principles and perspectives: 475-492. World Health Organization [WHO]: Regional Office for Europe.
• Gibson, L. A.; Parvanta, S. A.; Jeong, M.; Hornik, R. C. (2014). Evaluation of a mass media campaign promoting using help to quit smoking, American Journal of Preventive Medicine 46(5): 487-495.
• Kampanie społeczne. Available at: http://www.kampaniespoleczne.pl/kampanie. Accessed 31 May 2017.
• Kotler P.; Zaltman G. (1971). Social marketing: An approach to planned social change. Journal of Marketing 35: 3- 12.
• Kotler P.; Roberto N.; Lee, N. (2002). Social marketing: Improving the quality of life, California: Sage Publications.
• Landers J.; Mitchell P.; Smith B.; Lehman T.; Conner C. (2006). Save the crabs, then eat 'em'': A culinary approach to saving the Chesapeake Bay. Social Marketing Quarterly 12(1): 15-28.
• Lindstrom, M. (2008). Buyology: Truth and Lies About Why We Buy. New York: Doubleday.
• Ma, L.; Mulley, C.; Liu, W. (2016). Social marketing and the built environment: What matters for travel behaviour change? Transportation 2016: 1-21.
• Maison, D.; Bruin R. (2002). The impact of research on the effectiveness of a social advertising campaign. In: Maison, D.; Wasilewski, P. (eds.). Propaganda of good hearts, that is the thing about social advertising: 148-169. Kraków: Agencja Wasilewski [in Polish].
• Mauri, M.; Ciceri, A.; Songa, G.; Sirca, F.; Onorati, F.; Russo, V. (2014). The effects of social communication: a research study on neuroscientific techniques application. In: Proceedings of International Conference Measuring Behavior. Wageningen: The Netherlands, August 27-29.
• Morin, C. (2011). Neuromarketing: The New Science of Consumer Behavior. Society 48(2): 131-135.
• O'Brien K. (2005). Making A Splash: The Clean Water Campaign From Grassroots to Mass Media, Proceedings of the 2005 Georgia Water Resources Conference, Athens: University of Georgia.
• OECD (2001). Policies to Enhance Sustainable Development. Paris: OECD Publications.
• Ohme, R.; Matukin, M.; Pacula-Leśniak, B. (2010). Biometric Measures for Interactive Advertising Research. Journal of Interactive Advertising 11(2): 60-72.
• Pearson, E. L.; Lowry, R.; Dorrian, J.; Litchfield C. A. (2014). Evaluating the Conservation Impact of an Innovative Zoo-Based Educational Campaign: 'Don't Palm Us Off' for Orang-utan Conservation. Zoo Biology 33(3): 184- 196.
• van der Ploeg, J.; Cauillan-Cureg, M.; van Weerd, M.; De Groot, W. T. (2011). Assessing the effectiveness of environmental education: mobilizing public support for Philippine crocodile conservation. Conservation Letters 4: 313-123.
• Varcoe J. (2004). Assessing the effectiveness of social marketing. Available at: http://www.asrem.org/corsi_aggiornamento_convegni/comunicazone per la slute/Doc 12%2 0Assessing the Effectiveness of Social Marketing.pdf. Accessed 29 December 2017.
• WCED, (1987). Our Common Future, World Commission on Environment and Development. Oxford: University Press.
• Zaltman, G. (2003). How Customers Think: Essential Insight into the Mind of the Market, Cambridge: Harvard Business School Press.
• Zelinková, J.; Shaw, D. J.; Mareček, R.; Mikl, M.; Urbánek, T.; Havlíčková, D.; Zámečník, P.; Haitová, P.; Brázdil, M. (2014). An evaluation of traffic-awareness campaign videos: empathy induction is associated with brain function within superior temporal sulcus. Behavioral and Brain Functions 2014: 10:27.
• Zurawicki, L. (2010). Neuromarketing: Exploring the Brain of the Consumer, Berlin Heidelberg: Springer-Verlag.

Identyfikatory

DOI

https://doi.org/10.25167/ees.2017.44.14