Keep It Tame: Promoting respect online Safe And Well Online Pilot Study: Evaluating the design, engagement and impact of a social marketing approach aimed at 12 to 18 year olds

摘要

This report describes the Year One Pilot Study processes, and articulates findings from the major project componentsuddesigned to address these challenges noted above (See Figure 1). Specifically, the pilot study tested the campaignudresearch and development process involving participatory design with young people and sector partners, and theudefficacy and practicality of conducting a longitudinal, randomised control trial online with minors, including ways oflinking survey data to campaign data. Each sub-study comprehensively considered the ethical requirements ofudconducting online research with minors in school settings. The theoretical and methodological framework forudmeasuring campaign engagement and efficacy (Sub-studies 3, 4 and 5) drew on the Model of Goal-Directed Behaviourud(MGB) (Perugini & Bagozzi 2001) and Nudge Theory (Thaler & Sunstein, 2008).