Comenius Villingen 2011

Presentation of the Social Marketing survey’s results

Percentage of the people who Percentage of the people who attended the surveyattended the survey

boys

girls

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The survey included 104 students of the school.

• Boys: 80,7 %

• Girls: 19,3 %

So we can see that there are more boys that answered our survey rather than girls.

Which is your age?Which is your age?

16-19 year old

12-15 year old

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• 12-15 years old: 28.07%

• 16-19 years old: 71,93 %

In this graphic we can see that there are more people between the age of 16 to 19 that answered our survey about social marketing.

Age of boys and girlsAge of boys and girls

girls aged 16-19girls aged 12-15

boys aged 16-19

boys aged 12-15

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In both cases ( boys and girls ) there are more people between the age of 16 to 19 that answered our survey about social marketing.

Boys aged 12 – 15: 6,1 %Boys aged 16 – 19: 56,29 %Girls aged 12 – 15: 16,8 %Girls aged 16 – 19: 20,8 %

Do you know the meaning of Do you know the meaning of ““social marketingsocial marketing””??

yesno

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• Yes: 46,15%

• No: 53,85%

From this graphic we know that in our school, there are more people that don’t know what social marketing is, and less people that know what is social marketing.

This type of campaigns can This type of campaigns can change the behavior of change the behavior of

teenagers?teenagers?

absolutely no

no

yes

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We can see that the majority of people believe in social marketing, instead some people answered “absolutely no”, so they don’t believe in social marketing.

Abs yes: 0 %Yes: 55,81 %No: 39,53 %Abs no: 4,65 %

In which way can a teenager be In which way can a teenager be persuaded to change his/her persuaded to change his/her attitude with social marketing attitude with social marketing

campaigns?campaigns?

With scientific explanations

With negative emotionsWith positive

emotionsWith a sens of

humour

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The majority of the people think that the teenager behavior can be changed with negative emotions. On the other side, some people think that the teenager behaviour can be changed with positive emotions.

Sens of humor: 23,26 %Positive emotions: 25,58 %Negative emotions: 30,23 %Explanations: 20,93 %

What kind of persons should What kind of persons should appear is social marketing appear is social marketing

campaigns?campaigns?

In this graphic, we found that the people want athletes, fillm stars and doctors as social marketing campaigns’ testimonials. In second place, we find friends and parents, and, last but not least, we find the popstars.

Athletes: 27,91 %Popstars:6,98 %Film stars:27,91 %Doctors:27,91 %Parents:9,30 %

What is the most suitable What is the most suitable channel for social marketing channel for social marketing

campaigns aimed at teenagers?campaigns aimed at teenagers?

For teenagers, the best channel for social marketing campaigns is the television, or the radio. In the second place, we find Internet. Then there is the “face to face” method, and newsapapers and posters.

TV,radio: 32,5 %Internet: 30 %Newspapers: 6,98 %Posters: 2,33 %Face to face: 25,58 %

Which are the most important Which are the most important social marketing topics in your social marketing topics in your

opinion? opinion?

mobbing

Do not drink

and drive!

Environmental pollution

Anorexia

Alcohol prevention

Child abuse

Anti racism

Drugs prevention

AIDS prevention

Anti smoking

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For teenagers, the most important topic is the alcohol, then drugs, child abuse and anti smoking.

Smoke: 10,71 %AIDS: 3,57 %Drugs: 14,29 %Racism: 14,29 %Child Abuse: 16,96 %Alcohol: 7,14 %Anorexia: 2,68 %Pollution: 10,71%Don’t Drink and Drive: 17,86 %Mobbing: 1,79 %

Have you ever been in contact Have you ever been in contact with one of the following social with one of the following social

marketing campaigns?marketing campaigns?

Mobbing

Do not drink

and drive!environmental

pollution

Anorexia

Alcohol prevention

Child abuseAnti

racism

Drugs preventionAIDS

prevention

anti smoking

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We can see that most of teenagers have been in contact with campaigns on alcohol, environmental pollution, smoking, and drugs. These are also the main topics voted in the previous graphic as the most important.

Smoke: 14,84 %AIDS: 9,68 %Drugs: 12,26 %Racism: 9,03 %Child Abuse: 7,1 %Alcohol: 7,14 %Anorexia: 3,23 %Pollution: 15,48 %Don’t Drink and Drive: 16,77 %Mobbing: 3,87 %

What do you think about What do you think about prevention-campaigns of social prevention-campaigns of social

marketing?marketing?

I do not believe them, they are too

exaggerated

I do not pay attention to them

They helped me to change my

attitude I try to follow their

advice

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We can see that most of the teenagers that have attended the survey thinks that the social marketing helped them in a change of mind, and other people tries to follow the advice of social marketing campaigns.

Follow the advice:34,21 %They helped me:44,74 %Don’t pay attention:15,79 %Don’t believe them:5,26 %

Mention some social marketing Mention some social marketing campaigns that are very popular campaigns that are very popular

in your country.in your country.

antialcohol antidrugs

antismoke

others0

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The most popular campaigns in Italy are the one on smoke, alcohol and drugs. These campaigns are broadcasted on the television and the internet, so everyone has the possibility to see these campaigns.

Anti Alcohol: 32,4 %Antidrugs: 30,8 %Anti smoke: 62,1 %Others: 1,1%