l) Social marketing [NEW]

Note: Also see the sections in the bibliography on communications and social marketing for violence prevention, as this includes various interventions aimed at men and boys, including social marketing campaigns aimed at men using domestic or partner violence or at risk of doing so.


Bridges, J. F., Searle, S. C., Selck, F. W., & Martinson, N. A. (2010). Engaging families in the choice of social marketing strategies for male circumcision services in Johannesburg, South Africa. Social Marketing Quarterly, 16(3), 60-76.

Caperchione, C. M., Stolp, S., Bottorff, J. L., Oliffe, J. L., Johnson, S. T., Seaton, C., ... & Healy, T. (2016). Changes in men’s physical activity and healthy eating knowledge and behavior as a result of program exposure: findings from the workplace POWERPLAY program. Journal of Physical Activity and Health, 13(12), 1364-1371.

Cense, M., de Blécourt, K., & Oostrik, S. (2016). Activating boys to reflect on masculinity norms: the Dutch campaign Beat the Macho. European Health Psychologist, 18(1), 13-17.

Courtenay, W. (2004). Making health manly: social marketing and men’s health. Journal of Men’s Health and Gender, 1(2-3), 275-276.

Crawshaw, P., & Newlove, C. (2011). Men’s understandings of social marketing and health: neo-liberalism and health governance. International Journal of Men’s Health, 10(2).

Fleming, P, Lee, J. & Dworkin, S.L. (2014). ‘Real Men Don’t’: Constructions of Masculinity and Inadvertent Harm in Gender-Transformative Health Programming. American Journal of Public Health, 104(6), 1029-1035.

Flood, Michael. (2018). Educating Men Through Media. Chapter 7 in Engaging Men and Boys in Violence Prevention. Palgrave Macmillan. URL: https://xyonline.net/content/new-book-engaging-men-and-boys-violence-prevention.

Grimmett, M. A., Conley, A. H., Foster, D., & Clark, C. W. (2021). A thematic analysis of the impact of MY MASCULINITY HELPS as a tool for sexual violence prevention. Journal of Interpersonal Violence, 36(5-6), NP3369-NP3387

Hopkins, P., & Voaden, J. (2010). Marketing masculinities: a social marketing approach to promoting men’s mental health. In D. Conrad & A. White (Eds.), Promoting Men’s Mental Health (pp. 83-95). Oxford: Radcliffe Publishing.

Kellom, G., & Hammel, D. (2013). Using misperceptions of masculinity among young fathers to improve health behavior. Masculinities & Social Change, 2(3), 266-289.

Krupa, T., Henderson, L., Horgan, S., Dobson, K., Stuart, H., & Stewart, S. (2019). Engaging male post-secondary student leaders to apply a campus cultural and gender lens to reduce alcohol misuse: lessons learned. Canadian Journal of Community Mental Health, 37(3), 115-126.

Molnar, L., & Hendry, N. A. (2022). Content analysis of responses to The Line, an Australian primary prevention of violence against women campaign on Facebook. Health Promotion Journal of Australia, n/a(n/a). doi:https://doi.org/10.1002/hpja.589

Robinson, M., & Robertson, S. (2010). The application of social marketing to promoting men’s health: a brief critique. International Journal of Men’s Health, 9(1).

Rochlen, A. B., & Hoyer, W. D. (2005). Marketing mental health to men: Theoretical and practical considerations. Journal of clinical psychology, 61(6), 675-684.

Rumm, P. D. (2005). Mass communication and social marketing strategies to improve men’s health. Journal of Men’s Health and Gender, 2(1), 121-123.

Tapp, A., Pressley, A., Baugh, M., & White, P. (2013). Wheels, skills and thrills: a social marketing trial to reduce aggressive driving from young men in deprived areas. Accident Analysis & Prevention, 58, 148-157.

VicHealth (2020). Framing Masculinity Message Guide. Melbourne, Victorian Health Promotion Foundation (VicHealth).