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Domestic violence is a global social and public health problem for which several awareness campaigns have been conducted. Therefore, it is necessary to understand the impact of these campaigns on the population and the process of perception of the messages. In this context, this study aims to analyze the attitudes of individuals toward domestic violence campaigns.

Conducted in Brazil, this research adopted a quantitative approach, using a questionnaire survey with a convenience sample. The conceptual model incorporated three dimensions, namely, the perceived efficacy of the subjects regarding the campaigns, the adopted behavior as a consequence of exposure to the messages and finally, the word of mouth, the recommendation of conduct advised in the campaigns to family and friends. These dimensions were translated into a set of items that integrated the data collection instrument. In the questionnaire, it was intended that the interviewees answered the questions having in mind the campaigns addressed to the Brazilian population with the purpose of prevention for domestic violence, recently released in Brazil.

In a first descriptive analysis, all dimensions obtained positive values. The conceptual model was analyzed, and the hypotheses under study were tested using the partial least squares method. As for convergent and discriminant validity, it was found that each dimension presented adequate internal consistency and, simultaneously, was distinct from the others. The structural model explained 69.2% of the variance of “word of mouth” and 28.5% of the variance of “adopted behavior.” H1 was confirmed, showing a positive influence between perceived efficacy and adopted behavior. H2 was also accepted, and a positive impact of adopted behavior and the intention to recommend to others (word of mouth) was verified.

As a practical contribution, this research allows outlining recommendations for social marketing and communication professionals responsible for awareness campaigns. The results can alert professionals responsible for these campaigns to give visibility to the campaign itself, broadcasting it through mass media, if possible, but also through digital media, such as social networks. In terms of message content, the campaigns should seek behavioral change, leading, on the one hand, the recipients to adopt new behaviors and, on the other hand, to recommend these same behaviors to family and friends, thus multiplying the effect and effectiveness of the campaign.

This study makes an academic contribution, as it directly explores the impact of domestic violence prevention campaigns on the population and can be adapted to campaigns for other social causes. In addition, to the best of the authors’ knowledge, this is one of the first studies on domestic violence campaigns in Brazil, one of the main countries affected by this problem. As a practical contribution, this research allows outlining recommendations for social marketing and communication professionals responsible for awareness campaigns.

Developing interventions in challenging contexts should imply proper discussion from its theoretical framework to implementation details. The purpose of this paper is to examine health promotion in prison settings as a mean of improving inmates’ rights concerning physical/emotional well-being, empowering inmates both to reclusion and re-entry challenges.

The development of a health promotion program, implemented in a prison setting with an initial group of 11 inmates, is described. The program design followed professionals’ and inmates’ inputs and previous similar interventions taking a peer education, community-based and participative approach.

Although some prison settings present major constraints to interventions’ development, the authors were able to perform the program and reinforced the idea that prisons can and should be health-promoting contexts. The authors found several specific needs that must be addressed when people are under custody, if we want imprisonment to be developmental instead of detrimental experiences.

As a single-year-funded program, its replication and valid evaluation were enabled. Being external to the system also complicated the process agility, and conditioned inmates’ selection and compliance.

This paper promotes a best-practices forum in this issue; it addresses prison health agents’ training, who may assume an institutional essential role; it concerns inmates’ rehabilitation and ultimately, community health and safety.

The use of a peer education approach in these contexts is an innovative feature, since it has been developed in other institutional contexts and social groups. Nevertheless, the authors maintain the strong adequacy of this methodology to work with inmates and inside prison settings.