Search Results (11)

Background: Open defecation (OD) has remained a threat to the attainment of SDG 6 (sanitation and hygiene). This study measured the level of exposure to the “Clean Nigeria, Use the Toilet” campaign against open defecation, determined the level of public knowledge about open defecation-related harms and diseases, ascertained the public attitude towards open defecation, and established the prevailing defecation practices and the perceived barriers to toilet usage in Ebonyi state, the most prevalent OD state in Nigeria. Methods: The study employed a survey design, using a structured questionnaire for data collection. The multi-stage sampling technique was employed in selecting the respondents from two randomly selected Local Government Areas (LGAs) in the state. Analysis was conducted using 384 valid responses. Results: The results were presented in simple percentage frequency tables and interpreted through the descriptive method, while the Chi-Square test was used to analyse the formulated hypotheses, using the decision rule of p < 0.05. The findings show a high level of awareness of the campaign against open defecation, through the radio and community engagements by environmental activists/NGOs, even though regular access to such information was limited. The results also showed inadequate knowledge of the public health implications of open defecation, whereas good knowledge of environmental consequences was reported. The study found favourable attitudes toward OD practice and persistent open defecation, and major barriers to toilet usage include the high cost of toilet construction, lack of access to toilet facilities, poor sanitation and management of available toilets, and perceived risks of contracting infection from public toilets. However, the Chi-Square values showed that the SBCC campaign was significantly associated with knowledge, attitude, and practice (p < 0.05). Conclusions: The study concluded that localised, culturally relevant and socio-demographically targeted communication interventions, grassroot advocacy, community watch, and neighbourhood taskforce on open defecation, in addition to the provision of aids for the construction of modern toilets with water facilities, are required to combat open defecation in Ebonyi and related contexts in Nigeria. Full article

Reducing energy demand and carbon emissions in residential buildings requires more than technological upgrades; it demands a nuanced understanding of occupant behaviour. Residential energy use is shaped by both physical design and human actions, yet behavioural factors remain underexplored, contributing to the energy performance gap. This study addresses this issue by developing and validating a behavioural framework grounded in the Theory of Planned Behaviour (TPB) to examine how attitudes, social norms, perceived control, and environmental awareness influence energy-related decisions. Data were collected through an online survey of 310 households in metropolitan Sydney and analysed using Stata v17 software employing principal component analysis and regression modelling. Results reveal that environmental awareness is the most significant predictor of pro-environmental intention, which strongly correlates with actual behavioural outcomes. While attitudes and perceived control were generally positive, subjective norms and awareness remained moderate, limiting behavioural change. The proposed framework demonstrates strong validity and reliability, offering a practical tool for policymakers, designers, and educators to integrate behavioural insights into sustainable building strategies. By prioritising awareness campaigns and normative interventions, stakeholders can complement technical retrofits with behavioural measures, accelerating progress towards low-carbon housing and benefiting both households and the broader community. Full article

Domestic cats are valued companions for many people, but when they free-roam, they can pose risks to biodiversity, communities, and their own welfare. Increasing cat containment has become a priority in Australia, yet shifting owner practices requires overcoming behavioural and structural barriers. The Keeping Cats Safe at Home (KCSAH) project was a four-year, AUD 2.5 million initiative delivered by the Royal Society for the Prevention of Cruelty to Animals New South Wales (RSPCA NSW) from 2021 to 2024, trialling human behaviour change strategies to reduce the impacts of roaming cats in 11 NSW local government areas. Grounded in social science research, the project combined social marketing campaigns, educational resources, school programmes, and community events with subsidised desexing. The project achieved substantial reach, engaging more than 3.5 million people via social media, 42,000 through blogs, 87,000 via the website, and 36,000 through community events. Over 2700 cats were desexed and 1700 microchipped. Ecological monitoring showed reductions in free-roaming cat densities in three council areas, with many also recording declines in nuisance complaints and impoundments. Caregivers exposed to campaign messaging reported greater capability, opportunity, and motivation to contain cats; however, methodological constraints limited the ability to assess actual behaviour change. KCSAH demonstrates the opportunities and challenges of large-scale cat management, highlighting the importance of tailored interventions, veterinary desexing capacity, and nationally consistent monitoring frameworks. Full article

The term ‘sustainable consumer’ (SC) is used across various knowledge domains, from sustainable consumption, green marketing, sustainability, and social change to social marketing for sustainability issues. However, the term SC lacks a precise definition, which leads to the inaccurate evaluation and measurement of the impact of green marketing or social marketing campaigns on consumption—sustainable or otherwise. This paper develops a framework to clarify the term ‘sustainable consumer’ to assist both scholars and practitioners. The application of systems thinking was applied to the extant literature to theorise the SC. This conceptual paper provides a new framework for theorising SCs: the integrated model of the sustainable consumer (ISMC). This framework emphasises the interconnected relationships of influences within the SC profile to assist scholars in examining SCs within these systems with precision. We contend that, to promote and maintain the desired sustainable consumption for long-term effects, researchers and practitioners should consider the impact not only of the socio-psycho-demographic characteristics but also the connection of the person to the environment and their community, in addition to their worldviews. The framework presented here challenges linear models by proposing a nested, dynamic structure that recognizes the interconnected influences within the sustainable consumer’s ecosystem. The framework also enables a targeted intervention design according to the layer and element and permits more precise evaluations of behaviour change campaigns’ effectiveness. Full article

Somalia experienced its first wave of COVID-19 infections in March 2020 and has experienced fluctuating infection levels since. Longitudinal data on suspected cases of COVID-19, attitudes, and behaviours were collected by telephone interviews of cash-transfer programme beneficiaries from June 2020–April 2021. A multi-media Social and Behaviour Change Communication (SBCC) campaign was designed and implemented from February 2021 to May 2021. Between the end of the first wave and the onset of the second the perceived threat from COVID-19 increased, with the proportion of respondents viewing it as a major threat increasing from 46% to 70% (p = 0.021). Use of face coverings increased by 24% (p < 0.001) and hand shaking and hugging for social greeting decreased, with 17% and 23% more people abstaining from these practices (p = 0.001). A combined preventative behaviour score (PB-Score) increased by 1.3 points (p < 0.0001) with a higher score in female respondents (p < 0.0001). During wave 2, vaccine acceptance was reported by 69.9% (95% CI 64.9, 74.5), overall. Acceptance decreased with increasing age (p = 0.009) and was higher in males (75.5%) than females (67.0%) (p = 0.015). Awareness of the SBCC campaign was widespread with each of the 3 key campaign slogans having been heard by at least 67% of respondents. Awareness of 2 specific campaign slogans was independently associated with an increased use of face coverings (aOR 2.31; p < 0.0001) and vaccine acceptance (aOR 2.36; p < 0.0001). Respondents reported receiving information on the pandemic from a wide range of sources with mobile phones and radio the most common. Trust in different sources ranged widely. Full article

A systematic review was conducted on the efficacy of interventions to improve physical activity. PubMed, Scopus and Web of Science were scanned for eligible studies published from 1978 to August 2021, resulting in a total of 52 relevant studies for review. The Downs and Black checklist was used as a quality assessment ool for a risk of bias assessment. The 52 studies were then broadly categorised into three major approach types: informational, behavioural and/or social, as well as direct. Within each major approach, studies were further sub-categorised into more specific intervention types before being assessed for their efficacy and applicability. Overall, the intervention types that seemed to be the most efficacious in increasing physical activity levels were those that involved home-based information provision, community-wide campaigns, incentivised change, individually adapted health behaviour programs, family-based social support interventions and the provision of self-monitoring tools. However, the results must be interpreted holistically, as many of the successful interventions included more than one approach type and success is likely contingent on effectively addressing several concurrent facets. The systematic review is registered on PROSPERO. Registration number: 282752. Full article

Sexually transmitted infections (STIs) are a major public health challenge. Although theoretically informed public health campaigns are more effective for changing behaviour, there is little evidence of their use when campaigns are commissioned to the commercial sector. This study describes the implementation of the COM-B model to a sexual health campaign that brought together expertise from academics, sexual healthcare, and marketing and creative professionals. Insights were gathered following a review of the relevant academic literature. Barriers and facilitators to condom use and STI testing were explored with the use of the COM-B model and the Behaviour Change Wheel in a workshop attended by academics, behavioural scientists, healthcare experts and creative designers. Feedback on the creative execution of the campaign was obtained from healthcare experts and via surveys. Barriers to psychological capability, automatic and reflective motivation, and social opportunity were identified as targets for the campaign, and creative solutions to these barriers were collaboratively devised. The final sexual health campaign was rated positively in its ability to change attitudes and intentions regarding the use of condoms and STI testing. This study describes the implementation of the COM-B model of behaviour change to a public sexual health campaign that brought together academics, public and commercial sector expertise. The barriers and facilitators identified in this collaborative process represent potential targets for future public health communication campaigns. Full article

Communication campaigns to promote the importance of water as a vital but limited resource have evolved in many ways. Nowadays, the resources, techniques and skills to deliver effective communication campaigns are far greater than ever before. Over the past decades, there has been a significant body of research towards improving water conservation campaign communication but with limited success in promoting more resilient behaviours on behalf of water consumers. While the media and technology have rapidly evolved and awareness among consumers may have increased, this has not been sufficient to make the communication effective in changing behaviour. Communications to promote resilience among consumers need to reach a wide audience, capture audiences’ attention, build awareness and motivate water consumers to consume water sustainably. This represents a subject in need of further theoretical and conceptual investigation. This research reviews various approaches to effective communication and through a synthesis of the concepts aims to present a new, socio-psychological water conservation conceptual framework. The present conceptual framework integrates emotional appeal, for use on social media platforms and in order to foster more water resilient communities. This framework represents a potentially major contribution in providing guidelines for water sectors to deliver effective video communications on social media platforms. Full article

Young adults are a key target age group for lifestyle behaviour change as adoption of healthier behaviours has the potential to impact long term health. This paper arises from a multi-disciplinary research project, Communicating Health, which aims to bridge the gap between nutritionists, media, and social marketing professionals to produce the tools that may be used to improve engagement with young adults and reduce the prevalence of obesity. The aim of this paper is to provide nuanced details of the psycho-behavioral characteristics of each of these Living and Eating for Health Segments (LEHS). The design and validation of the LEHS employed a four-stage mixed methods design underpinned by the Integrated Model of Behaviour Change and incorporating sequential formative, qualitative, and quantitative phases. This paper defines the psycho-behavioural characteristics of six distinct market segments: Lifestyle Mavens, Aspirational Healthy Eaters, Balanced-all Rounders, the Health Conscious, those Contemplating Another Day, and the Blissfully Unconcerned. These psycho-behavioural characteristics are important to understand to help build our capability in designing campaigns that are specifically and purposefully targeting these different market segments of young adults. Social marketing practices can enhance the utility of nutrition and health messages to young adults in order to engage them in adopting positive lifestyle change. Tailoring health promotions to the perceived needs of sub-groups or segments of young adults should lead to increased engagement and uptake of messages and cost-efficient use of health promotion budgets. Full article

The pandemic of the coronavirus disease 2019 (COVID-19), has gained extensive coverage in public media and global news, generated international and national communication campaigns to educate the communities worldwide and raised the attention of everyone. The coronavirus has caused viral pneumonia in tens of thousands of people around the world, and the COVID-19 outbreak changed most countries’ routines and concerns and transformed social behaviour. This study explores the potential use of Google Trends (GT) in monitoring interest in the COVID-19 outbreak and, specifically, in personal protective equipment and hand hygiene, since these have been promoted by official health care bodies as two of the most protective measures. GT was chosen as a source of reverse engineering data, given the interest in the topic and the novelty of the research. Current data on COVID-19 are retrieved from GT using keywords in two languages—Portuguese and Polish. The geographical settings for GT are two countries: Poland and Portugal. The period under analysis is 20 January 2020, when the first cases outside China were known, to 15 June 2020. The results show that there is a correlation between the spread of COVID-19 and the search for personal protective equipment and hand hygiene and that GT can help, to a certain extent, understand people’s concerns, behaviour and reactions to sanitary problems and protection recommendations. Full article

This research investigated the use of consumer neuroscience to improve and determine the effectiveness of action/emotion-based public health and social cause (HSC) advertisements. Action-based advertisements ask individuals to ‘do something’ such as ‘act’, ‘share’, make a ‘pledge’ or complete a ‘challenge’ on behalf of a brand, such as doing ‘something good, somewhere, for someone else’. Public health messages as noncommercial advertisements attempt to positively change behavioural intent or increase awareness. Australian health expenditure was $180.7 billion AUD (Australian dollars) in 2016/17 with $17 million AUD spent on government health campaigns. However, evaluation of health advertisement effectiveness has been difficult to determine. Few studies use neuroscience techniques with traditional market research methods. A 2-part study with an exploratory design was conducted using (1) electroencephalography (EEG) using a 64 channel EEG wet cap (n = 47); and (2) a Qualtrics online psychometric survey (n = 256). Participants were asked to make a donation before and after viewing 7 HSC digital/social media advertisements and logos (6 action/emotion-based; 1 control) to measure changes in behavioural intent. Attention is considered a key factor in determining advertising effectiveness. EEG results showed theta synchronisation (increase)/alpha desynchronisation (decrease) indicating attention with episodic memory encoding. sLORETA results displayed approach responses to action/emotion-based advertisements with left prefrontal and right parietal cortex activation. EEG and survey results showed the greatest liking for the ManUp action/emotion-based advertisement which used male facial expressions of raw emotion and vulnerability. ManUp also had the highest increased amount donated after viewing. Lower theta amplitude results for the International Fund for Animal Welfare (IFAW) action/emotion-based advertisement indicated that novel (possessing distinct features) rather than attractive/conventional faces were more appealing, while the rapid presentation of faces was less effective. None of the highest peak amplitudes for each ad occurred when viewing brand logos within the advertisement. This research contributes to the academic consumer neuroscience, advertising effectiveness, and social media literature with the use of action/challenge/emotion-based marketing strategies, which remains limited, while demonstrating the value in combining EEG and neuroscientific techniques with traditional market research methods. The research provides a greater understanding of advertising effectiveness and changes in behavioural intent with managerial implications regarding the effective use of action/challenge/emotion-based HSC communications to potentially help save a life and reduce expenditure on ineffectual HSC marketing campaigns. Full article