Using Social Marketing to Address Gender-Based Violence in the Workplace: Qualitative Evaluation of CARE’s #ThisIsNotWorking Campaign Público

Abstract

Background: Gender-based violence (GBV) in the workplace is a major public health issue that affects many female workers around the world. In an effort to address this problem, humanitarian aid organization CARE launched a social marketing campaign called #ThisIsNotWorking. The campaign’s main goal is to mobilize support for a legal framework that would prevent work-related GBV globally. The purpose of this study is to provide an evaluation of the campaign’s international promotion, so as to improve the current communication materials.

 

Methods: Australia, UK, and Mexico were selected as the focus of the evaluation. Semi-structured interviews were conducted with key informants from the three countries, who were recruited based on their expertise in social marketing and/or gender equality advocacy. A thematic approach was used to analyze the data. Construal-Level Theory was used as a framework to inform data collection and analysis. 

 

Results: A total six key informants were interviewed. The analysis identified two categories of themes: challenges the campaign could potentially face and strategies for addressing these challenges. The challenges were related to the target audience’s attitudes toward the campaign or workplace GBV, shaped by the sociocultural settings of the target countries. Specifically, there were four challenges: GBV at work being a low priority issue, high levels of perceived social distance to the campaign materials, public cynicism about social advocacy, and multidimensionality of the target audience. The strategies were mainly about adapting the current promotion and messaging directions. They included developing messaging that highlights similarities, making the campaign’s mission feel achievable, building partnerships for promotion, and segmenting the target audience. 

 

Conclusions: This qualitative evaluation revealed that #ThisIsNotWorkingcould face several challenges in mobilizing support on a global scale. Moving forward, CARE should consider adopting all recommended strategies or prioritize them based on availability of resources or needs of the target countries. Future research should focus on validating the results of the current evaluation with members of the target audience.  

Table of Contents

CHAPTER 1: INTRODUCTION AND BACKGROUND

The #ThisIsNotWorking Campaign

Overview

Target Audience

Marketing Mix

Current Status

Research Questions

CHAPTER 2: LITERATURE REVIEW

Gender-based Violence in the Workplace

Gender and Workforce in the UK, Mexico and Australia

Workplace Gender-based Violence in the UK, Mexico and Australia

Gender-based Violence and Social Marketing

Multinational Social Marketing Campaigns

Theoretical Framework

CHAPTER 3: METHODOLOGY

Study Sample and Recruitment

Data Collection

Data Analysis

CHAPTER 4: RESULTS

Participant Characteristics

Themes

Potential Challenge: GBV at Work as a Low Priority Social Cause

Potential Challenge: High Levels of Perceived Social Distance

Potential Challenge: Public Cynicism about Sociopolitical Change and Advocacy

Potential Challenge: Multidimensional Nature of Working Professionals

Strategy: Developing Messaging that Highlights Similarities

Strategy: Making the Mission Feel Achievable

Strategy: Building Partnerships to Promote the Campaign

Strategy: Segmenting the Target Audience

Summary of Themes

CHAPTER 5: DISCUSSION

Summary and Discussion of Key Results

Strengths and Limitations

Implications and Recommendations

Conclusion

REFERENCES

 

 

About this Master's Thesis

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School	Rollins School of Public Health
Department	Behavioral Sciences and Health Education
Degree	M.P.H.
Submission	Master's Thesis
Language	English
Research Field	Business Administration, Marketing Health Sciences, Public Health Psychology, Behavioral Sciences
Palavra-chave	Gender-based violence Construal-Level Theory Social marketing International advocacy
Committee Chair / Thesis Advisor	Elizabeth Walker, Emory University
Committee Members	Melissa Taylor , Emory University

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