From Public Education to Social Marketing: The Evolution of the Canadian Heritage Anti-Racism Social Marketing Program
Bibliographic record
Abstract
SUMMARY Social marketing plays a critical role in a multitude of government programs, yet little research has examined how social marketing programs commence and develop over time. Utilizing a case-study methodology, this article documents the evolution of a large-scale social marketing program–the March 21 Canadian Heritage anti-racism campaign. The research reveals that this program did not begin as a social marketing program, but rather as a public-education campaign. Over the years it took on many, but not all, of the characteristics of a social marketing program. Further research expanding the scope of this study and examining whether this evolutionary pattern is common for government and not-for-profit social marketing programs at other levels, in other sectors, jurisdictions, and countries is recommended. The results are thought to be of interest to those concerned with both the theory and practice of developing strategies for the marketing of social marketing.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.003 | 0.006 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.002 | 0.002 |
| Science and technology studies | 0.011 | 0.007 |
| Scholarly communication | 0.005 | 0.001 |
| Open science | 0.002 | 0.003 |
| Research integrity | 0.001 | 0.002 |
| Insufficient payload (model declined to judge) | 0.008 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".