"Getting SMS campaigns right is not simple. The right content, delivered at the right time in the right context, is critical. Adding the right kind of interaction to campaigns can make them more engaging, and increase their power in encouraging positive change. Positive behavior change campaigns sho
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uld also ideally be measurable - this is never easy, but when your recipients are difficult to access physically, as is often the case with SMS campaigns, this becomes more challenging. This guide seeks to introduce some key points to think about when planning to use SMS for behavioral change campaigning." (Introduction)
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"Drawing on lessons from the use of social marketing in public health campaigns (e.g., to reduce smoking and alcoholism, to encourage safe sex and to encourage physical fitness), environmental campaigns (e.g., to promote recycling), education campaigns (to encourage literacy) and the protection of i
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ndividual/group rights (e.g., racial and gender equality, gay and lesbian rights) this paper argues that social marketing can also make an important contribution to the creation of an atmosphere in public life that discourages fraud and corruption. It can do so by: raising awareness about the costs of corruption to a country; mainstreaming a concern about corruption within national institutions, increasing the understanding of causal factors of corruption amongst the public and influencing behavior." (Abstract)
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