Social Marketing

What Works in Social Marketing to Young People?

Systematic Review for the Health Research Council of New Zealand and the Ministry of Youth Development

Final Report July 2010

Louise Thornley and Kate Marsh Quigley and Watts Ltd

This systematic review is part of the ‘What Works in Youth Development’ series, and was cofunded by the Health Research Council of New Zealand and the Ministryof Youth Development as part of the Health Research Council of New Zealand’s Partnership Programme.

Acknowledgements
The authors wish to thank the following people for contributing to this review:

Expert advisors and peer reviewers Thank you to Professor Janet Hoek (Otago University) and Robert Quigley (Quigley and Watts Ltd) for their role as expert advisors and peer reviewers. Janetprovided academic expertise in social marketing and gave advice on the search strategy. Robert’s expertise and experience in systematic reviews was beneficial in ensuring the review was rigorous and based on systematic review principles.

Key contacts Several social marketing and public health experts were contacted to ask for suggestions of New Zealand material including unpublished reports ormaterial on Māori and Pacific youth.      Iain Potter, Michelle Mako, Sue Walker and Tane Cassidy (Health Sponsorship Council) Anaru Waa, Nick Wilson and George Thomson (Otago University Wellington School of Medicine) Nancy Sheehan (Sheehan and Associates) Kiri Milne (Litmus) Trevor Shailer (Graeme Strategic Limited).

Conflicts of interest
The authors, Louise Thornley and Kate Marsh, had noconflict of interest in relation to this evidence review.

2

Contents
Acknowledgements.......................................................................................................................2 Executive Summary ......................................................................................................................4 1. Introduction...............................................................................................................................7 1.1 Background .........................................................................................................................7 2. Description of Campaigns.......................................................................................................10 2.1 Florida Truth (US).............................................................................................................10 2.2 National Truth (US) ...........................................................................................................10 2.3 VERB (US) ........................................................................................................................11 2.4 National YouthAnti-Drug Media Campaign (US)..............................................................11 2.5 Be Under Your Own Influence (US) ..................................................................................12 2.6 Trial of Activity for Adolescent Girls (US) ..........................................................................12 2.7 Smarter than Smoking (Australia).....................................................................................13 2.8 Snake condom campaign (Australia) ................................................................................13 2.9 National Tobacco Campaign (Australia) ...........................................................................14 2.10 Aboriginal Tobacco Intervention (Australia)....................................................................14 2.11 No Rubba, No Hubba Hubba (New Zealand)..................................................................14 2.12 Smoking Not Our Future (New Zealand).........................................................................15 2.13 Pacific Quit campaign (New Zealand).............................................................................15 2.14 It’s About Whānau (New...