The effectiveness of social marketing campaigns in increasing awareness of the public about the dangers of climate change – A field study

Document Type : Original Article

Authors

1 Faculty of mass communication Alazhar University

2 Journalism Lecturer, Faculty of Arts, Damietta University

Abstract

Social marketing is considered one of the most important strategies used by countries and government apparatus to influence the public and persuade it to do some behaviors or adopt some attitudes towards some issues; Therefore, the study sought to identify the extent to which the Egyptian public was exposed to the “Nature returned to normal campaign” related to the public’s definition of the dangers of climate change, and the impact of the “Nature returned to normal campaign” on the Egyptian public’s attitudes with regard to preserving the environment and raising awareness of climate risks, for this the researcher conducted a field study on a sample Of the Egyptian public, it consists of 400 respondents. Through the survey, the most important results of the study were that the respondents depended on (Internet and social media) as a primary means to follow the campaign, with a percentage of 85.75%, and that the audience preferred (videos) as a means of exposure to the campaign by 95%. The issue of (climate change and global warming) topped the issues that the public is exposed to and followed up in the campaign by 92%. The use of intimidation is 92.74%.

Keywords

Main Subjects

References

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