smoke-free place an environmental marketing experience at the university of barcelona

SMOKE-FREE PLACE

An Environmental Marketing experience at the University of Barcelona Montserrat Ecija, Marina Romeo & Enric Pol

To analyze the design and evaluation of the campaign of environmental marketing Smoke-Free place. It arises from the breach of the current legal norm. Traditional signalectic that forbids smoking does not imply the fulfilment of the norm, representing sometimes an instigator for the smokers to fail in its fulfilment if a strong social control does not exist

CONTEXT OF THE PROBLEM The unconscious imitative conduct causes that the presence of a few that break the norm triggers its total breach as a cascade effect.

Ecija, Romeo & Pol

SYSTEMATIC DESCRIPTION OF THE CAMPAIGN

First phase: Informative axis, posters with a fixed location, with the objective of informing users of the preestablished areas permitted for smoking (yellow points). Persuasive axis, posters and different banderols, motivating users to smoke in that space. Social influence axis, short musical and theatrical performances were played with the collaboration of the center students. Informative flier.

Second phase: Persuasive axis, other posters and banderols were distributed.

Ecija, Romeo & Pol

Espai sense fum

Punt groc ms properPunt groc ms proper

JA HE TROBATEL PUNT GROC

Espai sense fumVes a fumar al ...

THEORETICAL BACKGROUND

Environmental marketing: Message: smoke-free place, smoke in the preestablished zones (yellow points). Target group: students (but also teaching and administrative staff when they are in the place). Habit that should be modified: smoking in the no-smoking areas. Distinguish this campaign from the environmental education. Environmental management assumes the theory of attitudes and change of attitudes as a background (Heberlein, 1989). The information does not guarantee any change of attitude nor of behaviour. Actively participation facilitates a durable retention of the message.

Ecija, Romeo & Pol

RationalityEmotionalityFunctionalitySocial influenceHuman behaviour has a rationality and internal coherence dimension, but behaviour is not always rational and coherent.Information is necessary, but not sufficient

It remits to the feelings associated with: Positives: camplaisants, desired or daydreamtNegatives: passed painful experiences. Fear to the future/perceived riskReal or imaginary personal experiences, places and situationsRequired resources to facilitate the behaviourTo explain how to perform the desired behaviourTo minimize the additional effort related to actual behaviours

Do not confuse what concerns to a standard level and what concerns to the citizens responsibility level.

Basic Action: to reduce inhibitors and to facilitate the behaviourRequired actions: to detect the associative formal and informal structure; to know the Social Representations, implicit theories, shared values and opinions. To know and to act with and over the opinion leaders; Social Ecofeedback.

Need of belonging, affiliation, feeling a part.The human being tends to favour the endogroup and to follow its rule.(in the presence of the group, but not necessarily in its absence)THE MODEL OF THE FOUR SPHERES (Pol, 2000)

Ecija, Romeo & Pol

Rationality sphere, the smoke-free places and smoking places has been clearly signposted. Emotionality sphere, respect attitudes and values have been emphasized among the faculty users, as well as the participation of the all members in the campaign. Functionality sphere, the yellow points have been distributed in each one of the corridors with a relatively short distance from the classrooms. Posters specifying the location of the nearest yellow point, and a fliers with a map of each set of classrooms also have been distributed. Social influence sphere, accomplishment of performances (collaboration of students). Facultys directors request the participation of the facultys council members to act as control agents. This was a proposal action but was not performed DEVELOPED ACTIONS LINKED EACH SPHERE

Ecija, Romeo & Pol

Without a long term monitoring and maintaining system, the results of environmental programs would be poor, and of short term duration.

Even though many environmental theories have emphasized the paper of the surroundings as a determinant or a facilitator of the behaviour (for instance, the Ecological Theory of Baker), there are little proposals related to the change of behaviour based on the change of the scenario (Gump, 1977; Finnie, 1973). Ecija, Romeo & Pol

OBJECTIVE AND METHODOLOGY

To know in which level the campaign success has been obtained and maintained. 1st stage: it includes the period of one week before the beginning of the campaign until the first actions. Daily observational registry. 2nd stage: it includes the period of one week, being developed the actions of the first phase: distribution of posters, banderols, fliers and accomplishment of performances. 3rd stage: it consisted of maintaining the information level of the campaign. 4th stage: older posters and banderols were substituted by new ones for the second study term. Daily observational registry: - Observation hours: morning or afternoon - Specific Scenarios

Ecija, Romeo & Pol

RESULTSEcija, Romeo & Pol

Grfico5

86.3

13.7

Percentage of smokers and nonsmokers

Grfico6

86.3

13.7

Nombre de fumadors i no fumadors entre la primer i segona fase de l'intervenci

Grfico7

86.3

13.7

Nombre de fumadors i no fumadors abans de l'intervenci

Grfico8

7.3

92.7

Ubicaci dels fumadors abans de l'intervenci

Grfico10

38

62

Ubicaci dels fumadors entre la primera i segona fase

Grfico11

39.3

60.7

Ubicaci dels fumadors desprs de la segona fase d'intervenci

Grfico1

86.3

13.7

Numer of people who smoke and don't smoke

Hoja1

abans intervencioduranr intervenciodpres intervencio

8289911100

8986892100

8889892200

86.38889.6Don't smoke86.3

13.71210.4Smoke13.7

abans de lintervenciodurant interveciodespres internvencio

fumen al punt grocfumes als altres puntsfumen al punt grocfumes als altres puntsfumen al punt grocfumes als altres punts

2200010043574654

2100148642584159

110089229713169

22278114186118118

7.392.7386239.360.7


7.392.7386239.360.7


mati12

tarda

Hoja2

Hoja3

Ecija, Romeo & Pol

Grfico1

520

120

140

321

431

023

025

013

122

023

302

043

212

123

032

112

022

F.PASILLO

F.HALL

F.P.GROC

Das

Nmero de personas

2200-10,30 Evolucin

Grfico2

44248

42147

23053

44057

02056

21533

12560

21454

13355

12342

11354

12347

30058

12155

32340

20252

22259

F.PASILLO

F.HALL

F.P.GROC

NO FUMAR

Das

Nmero de personas

2100-12,00 Evolucin

Grfico3

56257

86152

53060

54152

12459

32264

23266

23266

32257

22262

22267

32356

30264

21263

23261

22066

F.PASILLO

F.HALL

F.P.GROC

NO FUMAR

Das

Nmero de personas

1100-11,30 Evolucin

Grfico4

29

222

2200-10,30. Antes de la intervencin

Grfico5

16

133

2200-10,30 Durante la intervencin

Grfico6

46

383

2200-10,30. Post-intervencin

Grfico7

32

261


Grfico8

23

147

2100-1200. Durante la intervencin

Grfico9

49

407

2100-12,00. Tras la intervencin

Grfico10

36

169


Grfico11

37

297

1100-11,30. Durante la intervencin

Grfico12

47

496

1100-11,30. Tras la intervencin

Grfico13

0

15

2200-10,30. Fumadores antes de la intervencin

Grfico14

13

17

2200-10,30. Fumadores durante la intervencin

Grfico15

21

25

2200-10,30. Fumadores tras la intervencin

Grfico16

3

19

2100-12,00. Fumadores antes de la intervencin

Grfico17

14

19

2100-1200. Fumadores durante la intervencin

Grfico18

20

29


Grfico19

3

33


Grfico20

11

27

1100-11,30. Fumadores durante la intervencin

Grfico21

15

33


Grfico22

13132

13102

8100

13102

575

5510

3712

559

487

468

637

388

835

746

567

546

466

Fumen en el passads.

Fumen en el Hall

Fumen en el punt groc

Dies

N persones fumant

Evoluci dels espais on es fuma

Grfico23

1255

11115

227

1 Fase

Espais

N Perones fumant

Mitjana de persones fumant a cada espai

Grfico24

50

71

101

Fumen als espais sense fum

Fumen al Punt groc

Ubicacions

Mitjana de persones fumant

Mitjana de persones fumant per cada ubicaci: 1 Fase

Grfico25

33

34

64


Fumen al punt groc

Ubicacions


Mitjana de persones fumant per ubicaci: durant la intervenci

Grfico26

42

52

73


Fumen al punt groc

Ubicacions


Mitjana de persones fumant per ubicaci: 2 Fase

Grfico27

91.78.3

52.247.8

69.630.4

76.823.2

Smoking in the no-smoking areas

Smoking in the yellow points

Stages

% of people smoking

Evolution of the location of the people who smoke

Hoja1

1100

F.PASILLOF.HALLF.P.GROCNO FUMAR

52049

120361 FaseIntervenci2 Fase

14054FumanNo fumanFuman p.gFuman resto110011001100

3213629222015Fumen als espais sense fumFumen al Punt grocFumen als espais sense fumFumen al Punt grocFumen als espais sense fumFumen al Punt groc

43147707132

02343302323

02545502532

01345511343

12242FumanNo fumanFuman p.gFuman resto50.253332

023361613313171200120033

30248Fumen als espais sense fumFumen al Punt grocFumen als espais sense fumFumen al Punt groc32

04347822022

21247613522

12340FumanNo fumanFuman p.gFuman resto50352.77777777782.3333333333

0324346383212580341200

112406.750.752.753.543

022402100210033

Fumen als espais sense fumFumen al Punt grocFumen als espais sense fumFumen al Punt groc23

1123433

12001415230

F.PASILLOF.HALLF.P.GROCNO FUMAR805231

44248915253

4214710.514.52.522


44057322613193.22222222222.2222222222

020562100

215331 Fase52

12560Fuman p.gFuman restoFumen als espais sense fumFumen al Punt groc42

21454FumanNo fuman141911005042

133552314712007153

12342210010132


1234749407202952

30058Intervenci40

12155Fumen als espais sense fumFumen al punt groc4.1251.875

32340110033

20252120034

22259210064

1211

21002 Fase

F.PASILLOF.HALLF.P.GROCNO FUMARFumen als espais sense fumFumen al punt groc

56257110042

86152120052

53060FumanNo fuman210073

5415236169167

12459Fuman p.gFuman resto

32264333

23266Fumen als espais sense fumFumen al punt groc

23266FumanNo fuman1 Fase222

3225737297Fuman p.gFuman restoIntervenci1211

2226211272 Fase167

222673 Fase3310

32356

30264FumanNo fumanFuman p.gFuman resto

21263474961533

23261Smoking in the no-smoking areasSmoking in the yellow points

22066First stage91.78.3

Second stage52.247.8

1 FaseThird stage69.630.4

Fumen en el passads.Fumen en el HallFumen en el punt grocFumen en el passads.Fumen en el HallFumen en el punt grocFourth stage76.823.2

1211213132

Intervenci

Fumen en el passads.Fumen en el HallFumen en el punt groc

511213102

2 Fase

Fumen en el passads.Fumen en el HallFumen en el punt groc

5578100

13102

575

5510

3712

559

487

468

11001200637

Fumen en els espais sense fum HallFumen en el punt grocFumen en els espais sense fum HallFumen en el punt groc388

42835

746

2100567

Fumen en els espais sense fum HallFumen en el punt groc546

466

Hoja2

Hoja3

Relating to the smoking behaviour, a habit change has not been achieved.Faculty members have not assumed a norm related to this behaviour. Even though the smoking decrease in the smoke free-places, this conduct still exists. SUCCESSES AND FAILURES OF THE CAMPAIGN Relative success of the campaign: According to the results, light differences between schedules and scenarios (but not sufficiently significant) are shown.

Ecija, Romeo & Pol

Ecija, Romeo & Pol

Inadequate communicative strategy ?From 4 spheres as theoretical reference: Rational information: OK Emotional dimension: OK Functional dimension: OK, butWe provide the place to smoke very near of free smoke places, butInstitution does not provide resources enough to help to transform smoking point from sociofugal into a sociopetal place.

GENERAL CONCLUSION:A marketing environmental campaign related with the scenario and the information like a form to reinforce the change of behaviour or habit, can not forget the social influence sphere. In our case, the results show that this is the most relevant aspect for the objective successes. Social influence sphere: Does not workWhy? Nobody make pressure over smokers in illegal place. Professors has to had important role that does not assume. Institution does not not ask them to assume the role formally. Cascade effect: if one of the users smokes outside the preestablished space and it is not recriminated or sanctioned for that reason, the other people, conscious or unconsciously, can imitate this conduct, being possible to get to generalize the fact of smoking in the spaces without smoke.

Ecija, Romeo & Pol

CONTEXT OF THE PROBLEMThe communication we are going to explain has the objective of analaizing (analyzing) the disain (design) and evaluation of the campaign of envairomental (environmental) marketing Smoke-free place, diveloped (developped) by the Faculty of Saicologi (Psychology) of the University of Barcelona.

Its divelopment (development) arises from the brix (breach) of the effective ligal (legal) norm in the center. Starting from here, coming from the centers government levels, a group of professors and students have been the ones in xarx (charge) of the disain (design) of this communicative campaign.

The project starts considering that the traditional saignalectic (signalectic) that forbids (forbides) smoking does not imply the fulfillment of the norm, representing sometimes an instigator for the smokers to fail in its fulfillment if a strong social control does not exist, nor a high level of personal and civic conscience or an establisht (established) smoking habit in that kain (kind) of places. Das (Thus), the anconxies(unconsciou)s imitative conduct coses (causes) the presence of a few persons that break the norm triggers its total brix (breach) as a cascade effect.

Having in mind this consideration, it was decided to perform a campaign divaided (divided) in two chronologycal consecutive phases: a first one beist (based) on the informative, persueisif (persuasive) and social influence axes, and a second one beist (based) on the persueisif (persuasive) axis. SYSTEMATIC DESCRIPTION OF THE CAMPAIGNIn the first stage there were made in paralel made a set of actions deraift (derived) from the previous axis:In the informative axis, posters with a fixt (fixed) lokeixon (location) with the corporative imatg (image) of the university were distribiuted (distributed), with the objective of informing users,teaching staff, administratives and students, of the pristablisht (preestablished) areas permitted for smoking, yellow points.In the persuasive axis, many posters and different banderols adrest (addressed) to the different targets, aclimeited (acclimated) with a cinematographical zematic (thematic), were distribiuted (distributed) all along the faculty classrooms, explaining the lokeixon (location) of the closest yellow point and motivating users to smoke in that space.In the social influence axis, short musical and theatrical performances were plaiyt (played), with the collaboration of students of the center, along the facultys corridors. This was done in a empazeric (empathetic) way, and with the objective of facilitating the commitment and the respect that staist (staged), the level of propositive action to exert social pressure that it was wanted to be ristord (restored) for the students. As a reinforcing element of the campaign, that could be included into the informative and persuasive axis, an informative tryptic was disained (designed) and distribiuted (distributed).In a second phase, beist (based) on the persuasive axis, other posters and banderols were distribiuted (distributed) zru (through) the corridors outside the classrooms, eliminating the previous ones, with mottos that insisted the students to respect the no-smoking areas, as a respect between smokers and nonsmokers.

ZEORETICAL (THEORETICAL) BACKGROUNDThis campaign has been difaint (defined) as envairomental (environmental) marketing, since its a promotion strategy, not only informative, that searchs the dairect or indairect (direct or indirect) ways of the maximum efectifnes (effectiveness), beist (based) on the qualities of the message, the knouledge (knowledge) of the riciver (receiver), its motivations and habits. The message to transmit is that the Faculty of Saicologi (Psychology) is a smoke-free place and that its only alau (allowed) to smoke in the pristablisht (preestablished) zones (yellow points); the target group are the students, but also the teaching and administrative staff, when they are in the pleiz (place). And the pristablisht (preestablished) habit in rilaxion (relation) to the bijeivior (behaviour), that should be modifai (modified), is smoking in the no-smoking areas. Its important to distinguish this campaign from the envairomental (environmental) education itself, since this one remits to deep and internalaiz (internalized) changes in the person, that affect valius (values) and consolidated atitiuds (attitudes), zru (through) a continuous and complex learning, rileitid (related) to the integral divelopment (development) and the socialaiseixon (socialization) of the person. Marketing in most of okeisions (occasions), as in this case, searxes (searchs) an immediate, precise and symptomatic effect (Pol, 2000).Speaking in a general way, communication tries to cos (cause) a change in the riciver (receiver), and its for this reason thats important to consider that envairomental (environmental) managment (management) displays a backgorund of attitudes and change of attitudes, that is, furtermor (furthermore), the base for establishing gols (goals) and objectives, considering the anticipated akceptans (acceptance) or social rijecsion (rejection) Heberlein, 1989. Within this point, it is necessary to emphasize some important aspects, resaltants (resultants) of the saientific (scientific) riserxis (researches) on the rilaxion (relation) between message, risiver (receiver) and attitudes:- The information does not guarantee any change of attitude nor of bijeivior (behaviour).- Actif (Actively) participation facilitaits (facilites) a diurabel (durable) retention of the message.Derfor (Therefore), it is ricomended (recommended) to combain (combine) different strategies to obtain changes of attitudes and diurabel (durable) changes of bijeivior (behavior), and in this point it is important to consider the model of the four sfiers (spheres).The four sfiers (spheres) of this model are: Sphere of raxionaliti (Rationality):Human bijeivior (behaviour) has a racionality and internal coherence dimension, but bijeivior (behaviour) is not always rational and kojirent (coherent).Information is necessary, but not enof (enough).

Sphere of Emotionality- Riquaired (Required) risorses (resources) to facilitate the bijeivior (behaviour)- To explain how to perform the desired bijeivior (behaviour)- To minimaiz (minimize) the additional effort related to actual bijeiviors (behaviours) Do not confuse what concerns to a standard level and what concerns to the citizens responsibiliti (responsibility) level.Basic Action: to redius (reduce) inhibitors and to facilitate the bijeivior (behaviour)

Sphere of FunctionalityIt remits to the feelings associated with: rial (Real) or imaginary personal experiences, places and situations - Positives and Negatives

Sphere of the Social Influence Need of belonging, affiliation, feeling a part of something. The jiuman (human) being tends to feivior (favour) the endogroup and to follow its rule. (in the presence of the group, but not necessarily in its absence).Required actions: to detect the associative formal and informal estrakxor (structure); to know the Social Representations, implicit theories, xerd (shared) valius (values) and opinions. To know and to act with and over the opinion leaders; Social Ecofeedback.Divelop (Developed) actions linkd (linked) each sfier (sphere):

In first place, adrest (addressed) to the rationality sphere, the target collective has rezif (received) information about the objectives and reasons to carry out the campaign, bin (being) inquired about which are the spaces free of smoke and which the pristablisht (preestablished) smoking ones. Even so, as we commented, these actions are necessary but not enof (enough).

Secondly, the actions also have been adrest (addressed) to the emotionality sfier (sphere), as soon as weve emfazaist (emphasized) the attitudes and respect valius (values) among the users of the faculty, between smokers and nonsmokers, the participation of the groups in the campaign (for example, in the performances), with the eim (aim) of crieting (creating) a claimat (climate) of mutual respect and solidarity among the users. As well as, within the persuasive axis, some posters have been distribiuted (distributed) to evoke positive emotions or feelings tuards (towards) the objectives of the campaign.

Related to the funxionality sfier (functionality sphere), we can include those actions that have been oriented to facilitate the resorces (resources) and to diminish inhibitors, so that it apiars (appears) the sutabel (suitable) bijeivior (behaviour); for example, the yellow points have been distribiuted (distributed) in each one of the corridors with a relatibli (relatively) short distance from the classrooms. In addition, weve elaborated and distribiuted (distributed) posters spezifaing (specifying) the lokeixon (location) of the niarest (nearest) yellow point, as well as a flier with a map of each set of classrooms and the lokeixon (location) of its yellow point has been designed and distribiuted (distributed).

Fainali (Finally), in the social influence sphere, it was promoted that smoking in the yellow point is valiud (valued) positifli (positively), and that dous (those) who smoke in smoke free places are socially panixt (punished) or they recieve (resif) social preixur (pressure). Adrest (addressed) to this sphere, we acomplixt (accomplished) some performances along the classrooms of the faculty. On the other hand, Facultys dairectors (directors) request the participation of the facultys council members to act as control agents. This was a proposal action but was not performt (performed).

On the other hand, it is important to consider that without a long term monitoring and mainteining (maintaining) system, the risalts (results) of envairomental (environmental) programs would be poor, and of short term duration.

Fainali (Finally), to consider that iven dou (even though) many envairomental (environmental) zeoris (theories) have emfasaiat (emphasized) the paper of the sorrundings (surroundings) as a determinant or a facillitator of the bijeivior (behaviour) ,for instance, the ecological theory of Baker, there are little proposals related to the change of bijeivior (behaviour) beist (based) on the change of the scenario, Gump, 1977; Finnie, 1973.

OBJECTIVE AND METHODOLOGYThe general mission of the evaluation of the resalts (results) of the campaign is to know in which level the campaign sakses (success) has been obtained and maintained, as well as to analyze if the spaces zot (thought) to be enabled to smoke in them (yellow points), spaces that prior to the campaign were transit ereas (areas), sociofugal zons (zones), are discraibd (described) positively by its iusers (users), sociopetal zones.According to the divelopt (developed) methodology, in the first place the division of the project in four stages most (must) be considered: - First stage: it includs the piriot (includes the period) of one week before the beginning of the campaign until the first actions. We made a daily observeixional (observational) registry- Second stage: it includes the period of one week, bing (being) divelop (developped) the actions of the first phase: distribution of posters, banderols, fliers and accomplishment of performances. - Third stage:. it consisted of maintaining the information level of the campaign.- Fourth stage: in this the older posters and banderols were substitiuted (substituted) by new ones for the second stadi (study) term.

In each one of these phases, a daily observacional registry of the number of people who smoke and who dont smoke in each space has been performed, over the total of present people at the moment of the observation, considering for each one regisry the following elements:- Observation ouers (hours): morning or afternoon- Specific ScenariosThese elements alou as (allow us) to analaiz (analyze) more deeply the lokeixons (locations) and the skjols (schedules) in which people smokes more or break the non-smoking rul (rule).In the analysis of the deita (data), a comparative stadi (study) between the four menxiont steigis (mentioned stages) has been made, in order to be able to study the evolution of the campaign sins (since) its beginning until a piriod (period) of three months after the last action.

RESALTS (RESULTS)

In ferst (first) place, the percentatg (%) of smokers and nonsmokers in all the faculty, thats been manteint (mantained) over the 4 stages of the campaign, as its shown in graphic , is of a 14% Fourteen and an 86% eighty-six percent, respectibli (respectively).

From this percentatge of smokers, the smoking spaces have been analaizt zru (analyzed through) the observational register,that is to say, if people smoke in the pristablisht zons (preestablished zones) yellow point- or in the smoke free-places, diuring (during) the four steigis (stages), being able to study in which level the objective of the project is accomplished.

The graphic shows a first moment in which the yellow point is a transit zone, a place in which before the campaign people didnt use to smoke. In the second stage, the number of smokers in the yellow points is in its jaiest valiu (highest value), diminishing considerably the number of people smoking in the non-smoking ereas (areas).

In the thrird stage, the number of smokers in the smoke-free place starts to incris, guail (increase, while) the ones who smoke in the yellow points diminish, circumstance that consolidates in the fourth stage, when the number of people smoking in the smoke-free place is much jaier (higher) than the smokers in the yellow points.

SAKSESES AND FEILIURS (SUCCESSES AND FAILURES) OF THE CAMPAIGN.

In general, we can tok (talk) about a relative success of the campaign, an habit change has not been axift (achieved), that is to say, the fact that the users acquire the habit of smoking exclusifli (exclusively) in the spaces reserved for it has not been obtaint (obtained). Related to this ixu (issue), we can aferm (affirm) that with the actions diveloped (developped) during the campaign, faculty members have not axumt (assumed) a norm related to this bijeivior (behaviour).

Iven do (Even though) the smoking dicrises (decrease) in the smoke free-places, this bijeivior (behaviour) still exists. During the intervenxion (intervention), koinsaiding (coinciding) with the performed actions within the sphere of the social influence, the success of the campaign reached its maximum level. During the second stage of the campaign, the users distribiuted in a equitabel (distributed in an equitable) way among the no-smoking spaces and the yellow point, oldo (altough) we observed jau (how) the success of the campaign was diminishing progressively. Already in the third phase, the smoke-free places display again a jai (high) number of smokers, surpassing to a greit (great) extent dous (those) of the yellow point.

According to the resalts (results), light diferensis (differences) between skejuls (schedules) and scenarios, but not safixientli (sufficiently) significant, are shown, being able to aferm (affirm) that the evolution of the campaign has been the same in each skejul (schedule) and specific zin (scene).

Das (Thus), one of the problems deraift (derived) from these deita (data) is that the disaierd bijeivior (desired behaviour) of the campaign has not remeint (remained) once the campaign ended. This fact can remit to the election of inadequeit (inadequate) communicative strategies.

On the other hand, in reference to the four sfiers (spheres) model, and observing the performed actions, some deficiencies show up. In first place,we divelopt (developed) different actions to rational and emotional sfier (sphere).

In the sfier of funkxionaliti (sphere of functionality), we provide the place to smoke very near of free smoke places, but we observe that the institution does not provait resorces enof (provide resources enough) to help to transform smoking point from sociofugal into a sociopetal place, nider (neither) monitoring and restriction mejurs (measures) for the no disaired bijeivior (desired behaviour) havent been included in the campaig, as well as the conduct to avoid ider (either) to smoke in the smoke-free place has not been panixt (punished).

In the sfier (sphere) of affiliation and social control, we could interpret that an influence or social pressure on the part of the people has not been sufficiently exerted, mainly teaching staff and pupils, to reinforce this habit. Iven do (Even though) the performances were adrest (addressed) to this sfier (sphere), since it was the students who divelopt (developped) them, the collaboration of the teaching staff -since they have not playt (played) the role of control agents- and of the piupils has lakt (pupils has lacked), and the adequate social anchorage has not been obtained. If we look to results, we can see important reductions of smoking bijeivior (behaviour) in smoke-free place during performances. Performances emfasaist (emphatised) the social control invaiting (inviting) smokers to go to smoking place.

One of the possible interpretations is the kaskeid ifect (cascade effect): if one of the users smokes outside the pristablisht (preestablished) space and it is not recriminated nor punixed (punished) for that reason, the other people, conscious or unconsciously, can imitate this bijeivior (behaviour), being possible to get to generalize the fact of smoking in the smoke free-place.

GENERAL CONCLUSION:Considering the profusion of information and posters, it is possible to be concluded that what has feilt (failed) the most in the campaign are the mechanisms of influence and social control.A marketing envairomental (environmental) campaign related with the scenario and the information like a form to reinforce the change of bijeivior (behaviour) or habit, can not forget the social influence sfier (sphere). In ouer (our) case, the results show that this is the most relevant aspect for the objective successes.

smoke-free place an environmental marketing experience at the university of barcelona

Documents

smokefree places

smoking areas

romeo pol rationality

social influence axis

persuasive axis

informative axis

environmental management

environmental education