1. bookVolume 6 (2018): Issue 1 (December 2018)
Journal Details
License
Format
Journal
First Published
15 Dec 2013
Publication timeframe
1 time per year
Languages
English
Copyright
© 2020 Sciendo

Benefits and Barriers of a Social Marketing Campaign Based on the Example of the Child Helpline

Published Online: 07 Mar 2019
Page range: 144 - 156
Journal Details
License
Format
Journal
First Published
15 Dec 2013
Publication timeframe
1 time per year
Languages
English
Copyright
© 2020 Sciendo

The Estonian child helpline service launched in 2009 uses a free nationwide 24h Child Helpline phone number. The purpose of the service is to enable everyone to report on children in need, forward the information to specialists and, if necessary, get primary social counselling and crisis counselling for children and other people. The service is provided in accordance with the Estonian Child Protection Act that prescribes that all citizens are required to immediately notify the social services, police or other assistanceproviding authorities about children in need of protection or assistance. This article is based on studies conducted between 2013 and 2015. In the course of the research, data were collected for increasing the effectiveness of the hotline’s communication campaigns. In addition to the general objective of the article, the data collected includes quantitative research mixed with qualitative data that helps to understand the factors that encourage and inhibit the use of the hotline service. The focus is on indicators that illustrate the effectiveness of the diffusion of innovation, and special attention is paid to the results that highlight risk, the existence of mental barriers and trust. Finally, the study analyses the weaknesses of past hotline campaigns and makes some suggestions for future.

Anonymous s.a. ‘Diffusion of Innovation Theory’. – Behavioral Change Models. http://sphweb.bumc.bu.edu/otlt/MPH-Modules/SB/BehavioralChangeTheories/BehavioralChangeTheories4.html (12 November 2018).Search in Google Scholar

Cohen, Don; Prusak, Laurence 2001. In Good Company: How Social Capital Makes Organizations Work. Boston: Harvard Business School Press.Search in Google Scholar

Fu, Qianhong 2004. Trust, Social Capital, and Organizational Effectiveness. MA thesis. Virginia Tech. Blacksburg.Search in Google Scholar

Kotler, Philip; Roberto, Ned; Lee, Nancy 1989. Social Marketing: Strategies for Changing Public Behavior. New York: The Free Press.Search in Google Scholar

Kotler, Philip; Roberto, Ned; Lee, Nancy 2002. Social Marketing: Improving the Quality of Life. California, Thousand Oaks: Sage.Search in Google Scholar

Lefebvre, Craig R. 2001. ‘Theories and Models in Social Marketing’. – Paul N. Bloom, Gregory T. Gundlach (eds.), Handbook of Marketing and Society. Thousand Oaks, London, New Delhi: Sage, 506–519.Search in Google Scholar

Luhmann, Niklas 1979. Trust and Power. Trans. Howard Davis, John Raffan, Kathryn Rooney. Chichester, New York, Brisbane, Toronto: John Wiley & Sons.Search in Google Scholar

Luhmann, Niklas 1988. ‘Familiarity, Confidence, Trust: Problems and Alternatives’. – Diego Gambetta (ed.), Trust: Making and Breaking Cooperative Relations. Oxford: Basil Blackwell, 94–107.Search in Google Scholar

McCarthy, Jerome E. 1960. Basic Marketing: A Managerial Approach. Homewood: Richard D. Irwin.Search in Google Scholar

MSMedia 2013. Study Report. Tallinn: MSMedia.Search in Google Scholar

MSMedia 2014. Study Report. Tallinn: MSMedia.Search in Google Scholar

MSMedia 2015. Study Report. Tallinn: MSMedia.Search in Google Scholar

Osgood, Charles E.; Suci, George J.; Tannenbaum, Percy H. 1957. The Measurement of Meaning. Urbana, Chicago: University of Illinois Press.Search in Google Scholar

Petti, Richard; Cacioppo, John 1986. ‘The Elaboration Likelihood Model of Persuasion’. – Leonard Berkowitz (ed.), Advances in Experimental Social Psychology 19. New York: Academic Press, 123–205.Search in Google Scholar

Rogers, Everett M. 1962. Diffusion of Innovations. New York: Free Press of Glencoe.Search in Google Scholar

Rozendaal, Esther; Buijs, Laura; van Reijmersdal, Eva A. 2016. ‘Strengthening Children’s Advertising Defenses: The Effects of Forewarning of Commercial and Manipulative Intent’. – Frontiers in Psychology 7. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4976102/ (12 November 2018).Search in Google Scholar

Sutton, Sharyn 1999. Developing Social Marketing Messages for Covering Kids. Washington: Sutton Social Marketing/LLC. http://www.coveringkidsandfamilies.org/resources/docs/SocialMarketing.pdf (6 November 2018).Search in Google Scholar

Sztompka, Piotr s.a. ‘Trust a Cultural Resource’. http://www.colbud.hu/honesty-trust/sztompka/pub01.PDF (6 November 2018).Search in Google Scholar

Turner, John C.; Tajfel, Henry 1986. ‘The Social Identity Theory of Intergroup Behavior’. – Psychology of Intergroup Relations 5, 7–24.Search in Google Scholar

Weinreich, Nedra Kline s.a. ‘What Is Social Marketing?’ – Weinreich Communications: Change for Good. http://www.social-marketing.com/whatis.html (6 November 2018).Search in Google Scholar

Weinreich, Nedra Klein 1999. Hands-on Social Marketing: A Step by Step Guide. Thousand Oaks: Sage.Search in Google Scholar

Plan your remote conference with Sciendo