Using Social Marketing to Reduce Cold and Flu Transmission On a University Campus
Theoretical Background and research questions/hypothesis: Influenza transmission risks in universities are similar to those in other closed communities as they host a large number of students and staff daily; these students and staff use shared facilities and spend time indoors in classrooms, libraries and offices. Evidence suggests that university students are not aware of, or not following, basic procedures to reduce the transmission of these illnesses even in situations of heightened alert and anxiety. Perhaps most notable in the Australian context is the tendency to cough or sneeze directly into the air, or into their hands, rather than into their sleeve/armpit or a disposable tissue. A social marketing approach was adopted in this project as an effective strategy to engage the population in the appropriate responses to reduce the transmission of infection requires a careful consideration of the 4Ps, not just 'promotion'.