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human trafficking, political communications, social marketing, advertising, NGOs, Thailand, popular support for policy
A significant gap exists in the literature on the effectiveness of advertising on increasing support for anti-trafficking policies and community involvement in anti-trafficking organizations. Addressing this current gap, I developed and ran an experiment with approximately 1000 individuals in Chiang Mai, Thailand, a site of high concentration for anti-trafficking NGOs. I investigated the effects of advertisements that use religion, cultural values and national identity. Initial findings indicate that these ads do not affect policy support but bear a positive effect on individuals’ personal involvement with anti-trafficking organizations. Further results suggest that using pro-sociality as a strategy is more effective than using negative rhetoric, adding more insight to this debate in the social marketing literature.
The Annual Mary Lou Fulton Mentored Research Conference showcases some of the best student research from the College of Family, Home, and Social Sciences. The mentored learning program encourages undergraduate students to participate in hands-on and practical research under the direction of a faculty member. Students create these posters as an aide in presenting the results of their research to the public, faculty, and their peers.
BYU ScholarsArchive Citation
Gallo, Marcos, "The Effects of Anti-Trafficking Ads on Support for Anti-Trafficking" (2016). FHSS Mentored Research Conference. 291.
Family, Home, and Social Sciences