The main aim of this project is to explore how social media platforms can be harnessed to promote anti-doping behaviour among young people and applied in various localities by anti-doping organisations worldwide.
More specific aims of the research contributing to the development of this guidance were to explore:
- How social media can be used to influence attitudes and behaviours of people toward social issues comparable to doping:
- The pros and cons of social marketing as compared to other approaches;
- When social marketing should be used and when alternatives should be considered;
- Specific methods of communicating online which are particularly successful in aiding behavioural/attitudinal change;
- Guiding principles which underpin successful or innovative social media campaigns.
