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This illustrated article shares insights regarding American Indian youths' perceptions of their daily environments with regard to their diet and eating healthily. Researchers used a community-based participatory research method, "photovoice." Fourteen American Indian youth aged 11–14 were given cameras to capture opportunities and barriers to eating healthily in their environments (school, home, and community), culture, and traditional foods and customs. Images highlight challenges in youths' nutritional understanding and environment. The study results suggest gaps in American Indian youths' basic nutritional understanding and opportunities for strategic social marketing to overcome barriers while reinforcing benefits of healthy eating traditions. Insights gleaned can inform future health interventions. Researchers used insights to adapt an established intervention, Cooking with Kids (CWK). Under a larger grant, guided by social and cognitive learning theories, which identifies processes and determinants of health behaviors, CWK aims to increase the intake of healthy foods, particularly fruits and vegetables, and to increase youth nutritional and cooking competencies. This article illustrates the value of photovoice for researchers and decision makers to visualize issues from participants' point of view, specifically the American Indian obesity issue.

The author reports on a data collection study undertaken to provide an overview of the academic landscape of social marketing education. In particular, where academic courses/programs in social marketing are being offered and the pedagogical approaches being used to teach these courses. This article should serve as a resource for faculty planning or currently teaching social marketing courses and for potential students in the field of social marketing.

This study examines longitudinal evidence for the impact of exposure to an in-school media campaign on adolescent substance use attitudes and behaviors, using data from four middle schools in two school districts. Amount of exposure to the campaign directly impacted perceptions that marijuana use was inconsistent with personal aspirations and intentions to use marijuana and appeared to reduce maturational decay in those attitudes. Path analyses suggested effects on behavior change, consistent with the theory of reasoned action, were via effects on intention and exposure effects on intention were via effects on aspirations. Reverse causation was tested and rejected, as were possible moderation models that might also qualify exposure effects. Analyses of a foil recognition measure using a treatment and control population suggested that response set artifacts were nominal in size and that response bias was slight and could be statistically controlled.

We describe the development of a media campaign that decreased the uptake of substances by 40% among middle-school students. The campaign, "Be Under Your Own Influence," is unique in its focus on the incongruence of drugs with achieving future aspirations and personal autonomy, themes which have received scant attention to date. Other distinctive features of the campaign include in-school distribution as well as media advocacy and other community-based efforts. The article will describe conceptual frameworks and formative research used to inform campaign development and implementation. The discussion will identify factors that may have enhanced success, as well as implications for social marketing efforts.

The Community Readiness Model is a theory-based model that is strategic in nature. It is designed both to assess and to build a community's capacity to take action on social issues. It partners well with social marketing research by providing a framework for assessing the social contexts in which individual behaviour takes place and by measuring changes in readiness related to community-wide efforts. This article describes the theoretical roots of the model and describes how the model can be used as a tool for formative research, programme evaluation and as a catalyst for community mobilisation.