Creating Heroes: The Impact of a Student Union Driven Social Marketing Campaign on University Students' Awareness, Recognition and Willingness to take a stand against Bullying.

TL;DRAbstract

This research examines a student union-driven social marketing campaign intended to combat bullying by impacting bystander's knowledge and attitudes towards bullying at a Public University in Sweden. The campaign was designed and implemented by student volunteers over a period of five months. Efforts employed on campus addressed various aspects of the marketing mix, including product, price, place, and promotion through fun activities such as the Pink Shirt Day. Outcome measures of the campaign evaluation included assessing the effectiveness of promotional materials in prompting student visits to the campaign webpage, participation in an anti-bullying day and assessing the impact on students’ reported bullying-related beliefs and behaviours. As a result of extensive formative research, student developers designed campaign promotional materials that incorporated socially relevant images and messages to enhance students’ confidence related to making decisions on how to behave in situatio

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