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ABSTRACTThis paper is inspired by the observation that the social norm approach (SNA) to socially desirable behaviour change – that is,telling people about what lots of other people do– retains something of a Cinderella role among social marketing practitioners and academics. Thus, the objective of this paper is to bring the social norm approach to the attention of a wider – and specifically, marketing and social marketing – audience, in the hope that the practice, study and critical analysis of the approach can be widened and deepened. We begin this task by tracing the background of the social norm approach to its origins in psychology and social psychology and by discussing a number of typical social norm campaigns. Thereafter, we review four key characteristics of successful social norm campaigns. In our discussion, we return to a more theoretical discussion of how the social norm approach works, and we pose a number of questions that emerge from the paper. Copyright © 2012 John Wiley & Sons, Ltd.

Describes the involvement of churches and other faith-based organizations (FBOs) in addressing the HIV/AIDS epidemic in Belize, Guatemala, and Honduras. The authors describe the range of FBO activities and discuss the advantages and challenges to such involvement and possible ways that FBOs can enhance their efforts, both independently and in collaboration with other organizations, such as government ministries of health.

Faith-based organizations (FBOs) have historically played an important role in delivering health and social services in developing countries; however, little research has been done on their role in HIV prevention and care, particularly in Latin America. This article summarizes a study that describes FBO involvement in HIV/AIDS in three Central American countries hard hit by this epidemic: Belize, Guatemala, and Honduras. Summarizing the results of key informant and stakeholder interviews with health and FBO leaders and site visits to FBO-sponsored HIV/AIDS clinics, hospices, programs, and other activities, the authors describe the range of FBO activities and assess the advantages of FBO involvement in addressing HIV/AIDS, such as churches' diverse presence and extensive reach, and the challenges to such involvement, such as the unwillingness of some FBOs to discuss condom use and their lack of experience in evaluating the impact of programs. The authors conclude with a discussion of possible ways that FBOs can address the HIV epidemic, both independently and in collaboration with other organizations, such as government ministries of health.