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Explores the rationale for, and value of, using projective and enabling techniques in qualitative market research and in particular their application to researching “sensitive” issues. Defines these techniques and illustrates their usage through a case study of research conducted by the Centre for Social Marketing, University of Strathclyde. Concludes with a discussion focusing on the relevance, suitability and level of applicability of projective and enabling techniques to market research.

The primary aim of the research reported here is to provide strategic guidance for the development of a national communication strategy to improve sun protection practice amongst young people.

The research adopted an exploratory approach, employing qualitative focus groups to represent three population groups, mothers, teenagers and young adults living independently of the family home. A total of 12 focus groups were conducted (with six to eight participants per group) in the UK. Participants were recruited door‐to‐door using quota sampling methods.

Consistent with other studies, awareness of sun protection measures was high compared with actual practice. A number of factors were identified which help to explain this behaviour deficit. These include environment and exposure context, financial cost, understanding of protection process, behavioural influence and control, experiential learning and benefits attached to tanning.

While the findings highlight the importance of supporting parents through the provision of information and guidance, they also identified a need to develop initiatives specifically tailored to meet the needs of young people as they achieve independence.

By applying ecological models of health behaviour to marketing communications to achieve behaviour change, this paper aims to illustrate the importance of taking into account various economic, environmental and social influences.

A two-part study was undertaken. Part one involved exploring the lived worlds of the targeted population. Part two explored how the needs of the target audience informed a social marketing communications strategy. This was illustrated through Childsmile, a Scottish Government funded oral health institution.

A variety of intra- and inter-personal influences where identified that encouraged or discouraged oral health. Complementing this was how these needs are incorporated into an ecological social marketing communications campaign. Although the long term effects of the ecological social marketing campaign will not become evident for a number of years, initial results indicate its important role in changing behaviour.

The importance of engaging with various groups within social marketing is shown. Specifically, the need to understand and encourage interaction between individuals, their community, health institutions and the Government.

Behaviour change, through social marketing communications, is possible among socio-economic deprived groups. Change supported with face to face interactions with health professionals.

Previous criticisms of social marketing research being American-centric, and avoiding issues around socio-economic deprivation are addressed. In addressing this, the paper also answers calls for research into ecological models of social marketing communications to understand how influences affect its applicability.

Secondary prevention programmes have traditionally employed mass screening approaches to assess for asymptomatic signs of cancer. It has been suggested that early detection strategies involving public education and self‐referral may prove more cost‐effective with low risk populations for cancers with symptomatic presentation. This study, which was commissioned to inform the development of a cancer awareness campaign, aims to examine public perceptions of the early detection of cancer, the psycho‐social barriers to self‐referral amongst a key at‐risk population and the implications for patient education.

An exploratory study using qualitative focus groups with an at‐risk population of older people living in deprived communities in west‐central Scotland.

The findings reveal broad support for initiatives designed to raise symptom awareness. However, fear of cancer can lead to apparently irrational responses to symptoms and subsequent delay, particularly amongst men who are less likely to seek support from lay networks.

Early detection messages need to take account tone and symptom description to allay fears and ensure appropriate presentation. Consideration also needs to be given to the role played by lay and professional opinion formers to informing and supporting patients' decision to present with suspicious symptoms, particularly when targeting harder to reach patients of men, older people, and people living in deprived communities.

A rich and productive history of collaborative research has given the University of Cape Town (UCT) many opportunities to observe the traditional workings of research partnerships across all levels – and to recognise how new models of collaboration might better address the United Nations’ (UN) Sustainable Development Goals (SDGs). Human needs are intertwined with a healthy environment and require specific policy interventions by various actors. Responses to COVID-19 demonstrated the significance of such interventions. The African Union’s Agenda 2063: The Africa We Want (which is aligned to achieving the SDGs in Africa) notes the interrelated factors that can often only be analysed effectively through interdisciplinary approaches. In this chapter, the authors use case studies to argue that the minimum requirements for achieving the SDGs are: rethinking partnerships that support the socioecological systems on which life and the future of both humanity and the planet depend; adopting an approach that informs the management and governance of specific geographic areas and how the world and its millions of different communities work together to achieve those goals; and cultivating partnerships that are ‘Global South friendly’ with the objective of creating equitable societies at a global scale.

Purpose – The purpose of this chapter is to discuss diversity among individual activists and the movement as a whole in the United States and identify the concerns, challenges, opportunities, and initiatives facing the broader network of global peace activists.

Design/methodology/approach – Data were from my study of U.S. peace activists that included 251 Internet survey respondents and 33 telephone interviewees.

Findings – I present a typology of internal and external challenges for the peace movement identified by activists, as well as five strategies for diversifying the movement.

Social implications – As some respondents expressed how their privileged status as American citizens prompted their peace activism, I explore how the intersection of a socially dominant status with the experience of belonging to a subordinated gender group impacts activism. I also discuss global opportunities to strengthen the peace and justice movement with a particular focus on women's activism.

Originality – While most studies of peace activism focus on social movement organizations, this is a comprehensive study of individuals involved in peace activism after September 11, 2001.