Comenius Villingen 2011 Presentation of the Social Marketing survey’s results

Percentage of the people who attended the survey 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? years old: 28.07% 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 girls 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 “ social marketing ” ? 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 change the behavior of teenagers? 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 persuaded to change his/her attitude with social marketing campaigns? 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 appear is social marketing 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 channel for social marketing 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 social marketing topics in your opinion? 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 with one of the following social marketing campaigns? 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 prevention- campaigns of social marketing? 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 campaigns that are very popular in your country. 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%