Evaluating the role of social marketing campaigns to prevent youth gambling problems: a qualitative study.

@article{Messerlian2007EvaluatingTR,
  title={Evaluating the role of social marketing campaigns to prevent youth gambling problems: a qualitative study.},
  author={Carmen Messerlian and Jeffrey L. Derevensky},
  journal={Canadian journal of public health = Revue canadienne de sante publique},
  year={2007},
  volume={98 2},
  pages={
          101-4
        }
}
BACKGROUND Gambling among adolescents is a growing public health concern. To date, social marketing as a strategy to address problem gambling among youth has not been widely used. METHODS A qualitative study through the use of focus groups was conducted to explore adolescents' exposure to existing prevention campaigns and their message content and communication strategy preferences for a youth gambling social marketing campaign. FINDINGS Participants prefer that youth gambling ads depict… CONTINUE READING

From This Paper

Figures, tables, and topics from this paper.

References

Publications referenced by this paper.
Showing 1-8 of 8 references

An examination of social marketing campaigns for the prevention of youth problem gambling

A Byrne, L Dickson, J Derevensky, R. Gupta
J Health Commun 2005;10:681-700 • 2006

Understanding youth gambling problems: A conceptual framework

J Derevensky, R Gupta, L Dickson, K Hardoon, A-E. Deguire
Romer D (Ed.), Reducing Adolescent Risk. Thousand Oaks, CA: Sage Publications, • 2003

Qualitative Research and Evaluation Methods, 3rd Edition

MQ Patton
Thousand Oaks, CA: Sage Publications, • 2002

Expansion of gambling in Canada: implications for health and social policy.

CMAJ : Canadian Medical Association journal = journal de l'Association medicale canadienne • 2000

Similar Papers

Loading similar papers…