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NCPC Issues No. 32, 2010

NCPC Issues No 32, 2010Are social marketing campaigns effective in preventing child abuse and neglect?

By Briony Horsfall, Leah Bromfield and Myfanwy McDonald


Published by the Australian Institute of Family Studies, October 2010, 28 pp. ISBN 978-1-921414-47-3; ISSN 1446-9995 (Print); ISSN 1447-0004 (Online)

Download NCPC Issues No. 32 (PDF 788 KB)

Social marketing campaigns are a common strategy for raising awareness about social problems such as child abuse and neglect. However, questions have been raised about the role social marketing campaigns could play, and their potential efficacy in the prevention of child abuse and neglect and in supporting vulnerable children and families.


In this NCPC Issues paper, evidence for the impact of media-based social marketing campaigns related to child protection, parenting and child abuse prevention are examined.


At the time of writing Briony Horsfall was a Research Officer with the National Child Protection Clearinghouse at the Australian Institute of Family Studies.

At the time of writing Dr Leah Bromfield was Manager of the National Child Protection Clearinghouse at the Australian Institute of Family Studies. Dr Bromfield is now Deputy Director of the Australian Centre for Child Protection.

At the time of writing Dr Myfanwy McDonald was a Senior Research Officer at the National Child Protection Clearinghouse. Dr McDonald is now the Acting Coordinator of the Communities and Families Clearinghouse Australia.


The authors gratefully acknowledge Mr Rhys Price-Robertson for validating the coding of literature and Mr Alister Lamont for feedback and assistance with analysis. The authors would also like to acknowledge Dr Rob Donovan and Dr Danielle Zerk for reviewing this paper.