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Sexual violence prevention programs on college campuses have proliferated in recent years. While research has also increased, a number of questions remain unanswered that could assist campus administrators in making evidence-based decisions about implementation of prevention efforts. To that end, the field of prevention science has highlighted the need to examine the utility of booster sessions for enhancing prevention education. The purpose of this paper is to examine how two methods of prevention delivery – small group educational workshops and a community-wide social marketing campaign (SMC) – worked separately and together to promote attitude change related to sexual violence among college students.

The two-part study was conducted at two universities. Participants were from successive cohorts of first year students and randomly assigned to participate in a bystander based in-person sexual violence prevention program or a control group. Participants were later exposed to a bystander based sexual violence prevention SMC either before or after a follow-up survey. Analyses investigated if attitudes varied by exposure group (program only, SMC only, both program and SMC, no prevention exposure).

Results revealed benefits of the SMC as a booster for attitude changes related to being an active bystander to prevent sexual violence. Further, students who first participated in the program showed enhanced attitude effects related to the SMC.

This is the first study to look at the combination of effects of different sexual violence prevention tools on student attitudes. It also showcases a method for how to investigate if prevention tools work separately and together.

The purpose of this paper is to present an innovative reflexive process evaluation method for a social marketing programme featuring an innovative virtual reality (VR) simulation experience for adolescents.

A process evaluation framework focusing on three key elements – context, implementation and mechanisms of impact – was followed in this study. In total, 374 participants (mean age: 15.2 years, 58 per cent female) completed outcome evaluation surveys before and after the programme delivery, and 300 participants completed qualitative feedback forms following their participation in the VR component of the programme.

A process evaluation delivers insights beyond those attained in outcome evaluations, enhancing the understanding of factors contributing to programme success or failure that can be used to improve future programme iterations. The VR experience demonstrated high satisfaction scores with users, and the findings demonstrate the importance of a multi-disciplinary and industry partnered programme approach to support VR implementation and delivery.

This research demonstrates that additional learnings are obtained from a process evaluation. The findings are limited to one specific research programme, and the outcome effects of the VR simulation have not been assessed in isolation.

The methods outlined in this paper offer a process evaluation tool that can be used by marketers and other practitioners to reflect on programme success or failure to enhance core offerings.

The application of Moore et al.’s (2015) process evaluation framework delivers a reflexive research tool that can be applied to critically consider three key elements: context, implementation and mechanisms of impact of developed programmes. VR’s capacity to provide a satisfying and highly valued programme resource that participants value for its realistic, novel and immersive experiential learning experience was demonstrated.

In social marketing practice, there is no all-encompassing approach that guides researchers and practitioners to build theory-driven social marketing interventions. While the Co-create–Build–Engage (CBE) process offers a roadmap for marketing application, including outlining when and where social marketing’s eight benchmark principles have been applied, limited practical guidance on how and when theory should be applied is offered. This paper reports one case study demonstrating how theory was applied to deliver a theory-informed well-being behavior change intervention.

This paper proposes and applies a new five-step theory-driven social marketing intervention build process (BUILD) drawn from an extensive base of social marketing research and application. Using a case study method, we showcase how the five-step process was applied to inform the design, build and implementation of a well-being behavior change intervention.

This study proposes a five-step process to build theory-driven social marketing interventions called BUILD: Begin with the objective, Use theory, Initiate program design, Let’s produce and Develop the engagement plan. This study provides a step-by-step and easy-to-follow BUILD process which outlines how social marketers can apply a selected theory to inform program design and implementation.

The BUILD process offers a roadmap to build theory-driven social marketing interventions that include all elements of intervention development, namely, objective-setting, theory evaluation, selection and application, producing the program and planning for program engagement.

This study provides a novel five-step process to help social marketing researchers and practitioners build theory-driven social marketing interventions.

This paper aims to understand how experiential value can generate awareness, image, perceived quality and loyalty to the moderate drinking brand. Electronic games are increasingly used by social marketers in an attempt to support target audiences uptake of social behaviours. However, little is known of the value this creates for target audiences and its impact on the uptake of a social behaviour brand.

A survey of male adolescents (n = 137) was conducted to test proposed relationships between experiential value and consumer-based brand equity dimensions. The research tested the game “Don’t Turn a Night Out into a Nightmare” that was developed by the Australian Federal Government as part of a social marketing campaign. Data were analysed using linear regression and MANCOVA.

The findings indicate that there are significant relationships between consumer-based brand equity dimensions for the social behaviour brand of moderate drinking, indicating relevance of a commercial marketing theory for social marketing. Furthermore, findings show that different combinations of experiential value dimensions have an impact on different components of consumer-based brand equity. These findings indicate that when social marketers are developing electronic games, they must create different combinations of value in game play to achieve awareness, positive image, high perceived quality and, ultimately, loyalty to a behaviour.

Social marketers seeking to use electronic games to influence the uptake of behaviour brands such as moderate drinking must provide a more complete value package.

This paper is the first to examine how experiential value can influence the creation of brand equity for a social behaviour brand.

This paper aims to describe the Social Branding framework, which uses lifestyle branding to change behaviour within psychographically-defined target audiences. Syke, a Social Branding programme to reduce cigarette use within the higher-risk alternative teen peer crowd in Virginia, USA, is presented as a case study with evaluation results.

Social Branding first creates an authentic lifestyle brand that appeals to a psychographically-defined audience. Once sociocultural authority is built, the lifestyle brand introduces tailored behavioural messaging using targeted messaging channels, relying on experiential marketing events and in-group influencers to align the desired behaviour with the audience’s social identity and values. The evaluation consisted of annual cross-sectional surveying (2011–2014; n = 2,266) on brand recall, liking, message comprehension and current smoking. Among those with recall, the prevalence of liking/comprehension categories (disliked and did not understand; liked or understood; liked and understood) and of smoking within categories was compared across years using chi-square tests. Multivariate logistic regression explored liking/comprehension as a predictor of smoking.

Recall, liking and comprehension were significantly higher in 2014 than in 2011, as was the proportion who both liked and understood Syke. Those who liked and understood Syke had half the odds of current smoking compared to those who disliked and did not understand it.

Syke reached, was liked by and was understood by the target audience. The Social Branding framework effectively appeals to and reaches higher-risk audiences, with learnings applicable to other behaviours and populations.