Are social marketing campaigns effective in preventing child abuse and neglect?

Are social marketing campaigns effective in preventing child abuse and neglect?

Briony Horsfall, Leah Bromfield and Myfanwy McDonald

NCPC Issues No. 32 — October 2010

Social marketing campaigns are a common strategy for raising awareness about social problems such as child abuse and neglect. However, questions have been raised about the role social marketing campaigns could play, and their potential efficacy in the prevention of child abuse and neglect and in supporting vulnerable children and families.

In this NCPC Issues paper, evidence for the impact of media-based social marketing campaigns related to child protection, parenting and child abuse prevention are examined.

Authors

Briony Horsfall

Briony Horsfall is a Research Officer for the National Child Protection Clearinghouse at the Australian Institute of Family Studies.

Leah Bromfield

Associate Professor Leah Bromfield is Deputy Director of the Australian Centre for Child Protection and Professorial Fellow to the Royal Commission into Institutional Responses to Child Sexual Abuse. Leah was formerly Manager of the National Child Protection Clearinghouse at AIFS.

Myfanwy McDonald

Dr Myfanwy McDonald is a former employee of the Australian Institute of Family Studies.

Acknowledgements

At the time of writing Briony Horsfall was a Research Officer with the National Child Protection Clearinghouse at the Australian Institute of Family Studies.

At the time of writing Dr Leah Bromfield was Manager of the National Child Protection Clearinghouse at the Australian Institute of Family Studies. Dr Bromfield is now Deputy Director of the Australian Centre for Child Protection.

At the time of writing Dr Myfanwy McDonald was a Senior Research Officer at the National Child Protection Clearinghouse. Dr McDonald is now the Acting Coordinator of the Communities and Families Clearinghouse Australia.

The authors gratefully acknowledge Mr Rhys Price-Robertson for validating the coding of literature and Mr Alister Lamont for feedback and assistance with analysis. The authors would also like to acknowledge Dr Rob Donovan and Dr Danielle Zerk for reviewing this paper.

Publication details

NCPC Issues
No. 32
Published by the Australian Institute of Family Studies, October 2010.
28 pp.
ISSN: 
1447-0004
ISBN: 
978-1-921414-47-3

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