Public service announcements are informative short films that are made with the purpose of increasing the awareness of the society and/or creating behavioral changes. Also, they are communication tools used within the context of social marketing. One of the main themes of public service...

Purpose – Hong Kong youth's general attitudes toward government publicity were studied and their responses to two public service advertisements promoting green lifestyles were measured. The paper aims to discuss these issues. Design/methodology/approach – Thirty‐four Chinese youths in Hong...

Purpose – The purpose of this paper is to critically evaluate the state of social marketing in the light of the Second World Social Marketing Conference. The paper refers to keynote speeches and presentations to illustrate the contradictions and confusion in contemporary social marketing...