Prévenir la maltraitance envers les enfants au moyen du marketing social
Publication: Canadian Journal of Community Mental Health
3 Novembre 2014
Résumé
Le marketing social (MS) constitue une stratégie intéressante en matière de prévention universelle. Il s'est avéré efficace pour réduire l'incidence de divers problèmes de santé publique comme le tabagisme ou la consommation d'aliments sucrés, contribuant à la prévention de plusieurs maladies. Le présent article s'adresse aux chercheurs, décideurs et praticiens et praticiennes qui oeuvrent dans le domaine de la prévention de la maltraitance envers les enfants, afin de les outiller pour élaborer des campagnes de MS efficaces dans ce domaine. Il examine le potentiel de cette approche pour réduire l'incidence des comportements parentaux coercitifs, violents, incohérents ou négligents, et rehausser le recours aux pratiques parentales positives. Les composantes d'une approche de marketing social sont présentées, ainsi que leur application à la prévention de la maltraitance. Les campagnes ayant été évaluées sont recensées et leur efficacité est présentée. L'article met en lumière le caractère prometteur du MS pour prévenir la maltraitance, surtout lorsqu'il intègre une approche communautaire et qu'il est lié à une offre de services directs aux parents.
Abstract
Social marketing (SM) is an important strategy for use in universal prevention efforts. SM has been shown to be effective in reducing the impact of a number of public health problems, including smoking and the consumption of sugary foods, thereby contributing to the prevention of disease. The present article provides an overview of this approach for researchers, policymakers, and practitioners working in the field of child maltreatment prevention, in order to help them develop effective social marketing campaigns in this area. It examines the potential of SM to reduce the incidence of coercive, violent, inconsistent, or negligent parenting behaviours and to enhance the use of positive parenting practices. Components of a SM approach are presented, and their application to the prevention of child maltreatment is discussed. The article identifies SM campaigns that have been evaluated and reviews the evidence of their effectiveness. The article highlights the potential of SM for preventing child abuse, especially when SM campaigns are linked to a community-based approach and to the provision of a range of direct services to parents.
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Canadian Journal of Community Mental Health
Volume 33 • Number 2 • December 2014
Pages: 85 - 107
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Version of record online: 3 Novembre 2014
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GagnéMarie-Hélène, LachanceVéronique, ThomasFlora, BrunsonLiesette, and ClémentMarie-Ève. 2014. Prévenir la maltraitance envers les enfants au moyen du marketing social. Canadian Journal of Community Mental Health.
33(2): 85-107. https://doi.org/10.7870/cjcmh-2014-017
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