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Journal Article 4.1: Jordan, A., Piotrowski, J. T., Bleakley, A., & Mallya, G. (2012). Developing media interventions to reduce household sugar-sweetened beverage consumption. ANNALS of the American Academy of Political and Social Science, 640(1), 118-135.

Abstract: In 2010, the city of Philadelphia launched a media campaign to reduce the consumption of sugar-sweetened beverages (SSBs) in homes with children as a strategy to combat obesity. Using the integrative model (IM) of behavioral change and prediction, a theory-based precampaign survey of Philadelphia parents was conducted to determine the most effective message content. Results indicated that intention to eliminate SSB consumption is attitudinally driven and suggested that effective messages should highlight feelings of nurturing and concern about child weight gain. Focus group testing led to the selection of a television ad, transit/print ad, and a radio spot that incorporated aspects of the theory-based results from the baseline survey. An online message testing experiment found that exposure to campaign messages increased intention to reduce SSBs and supported the underlying beliefs in the correct direction. These results illustrate how the IM can be applied to the development of a public health intervention.

Journal Article 4.2: Honda, L. P. (2016). Motivations for activists’ participation in the “It Gets Better Project.” Public Relations Inquiry, 5(3), 253-276.

Abstract: In response to multiple LGBTQ (lesbian, gay, bisexual, transgender, and queer) youth suicides in 2010, columnist Dan Savage and his husband Terry Miller sought to provide messages of hope to at-risk LGBTQ youth through the creation of the YouTube-based “It Gets Better Project” (IGBP). With data gathered from 20 IGBP participants through Skype- and Google Hangouts-based in-depth interviews, the study reveals how the intersection of participants’ identities and structural oppressions contributed to their motivations for participation in the suicide prevention public relations (PR) awareness campaign. This critical empirical study offers PR scholars and practitioners insight into participants’ multidimensional motivations for campaign participation, and implications for both audiences are discussed.

Journal Article 4.3: Schmeltz, L. (2017). Getting CSR communication fit: A study of strategically fitting cause, consumers and company in corporate CSR communication. 6(1), 47-72.

Abstract: Companies experience increasing legal and societal pressure to communicate about their corporate social responsibility (CSR) engagements from a number of different publics. One very important group is that of young consumers who are predicted to be the most important and influential consumer group in the near future. From a value-theoretical base, this article empirically explores the role and applicability of “fit” in strategic CSR communication targeted at young consumers. Point of departure is taken in the well-known strategic fit (a logical link between a company’s CSR commitment and its core values) and is further developed by introducing two additional fits, the CSR-Consumer fit and the CSR-Consumer-Company fit (Triple Fit). Through a sequential design, the three fits are empirically tested and their potential for meeting young consumers’ expectations for corporate CSR messaging is discussed.