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Framed by nostalgia marketing, this research draws upon lessons from ParticipACTION, a Canadian non-profit health promotion organization, to examine one of their most well-known campaigns, Body Break with ParticipACTION, in order to assess the potential role for nostalgia-based marketing campaigns in sport participation across generational cohorts.

Exploratory sequential mixed methods involving two studies were completed on behalf of ParticipACTION, with the authors developing the research instruments and the collection of the data undertaken by research agencies. Study 1 was the secondary analysis of qualitative data from five focus groups with different demographic compositions that followed a common question guide. Study 2 was a secondary data analysis of a pan-Canadian online survey with a sample (n = 1,475) representative of the overall adult population that assessed awareness of, and attitudes toward, ParticipACTION, Body Break, physical activity and sport participation. Path analysis tested a proposed model that was based on previous research on attitudes, brand and loyalty. Further, multi-group path analyses were conducted to compare younger generations with older ones.

The results provide direction and understanding of the importance of nostalgia in marketing sport participation programs across generational cohorts. For instance, in the four parent-adult focus groups, unaided references as well as frequent and detailed comments regarding Body Break were observed. Similarly, Millennials reported that Body Break was memorable, Canadian and nostalgic, with a mix of positive and negative comments. The importance of nostalgia was supported sequentially via results from the national survey. For example, while 54.1% of the 40–54 age-group associated ParticipACTION positively with Body Break, so did 49.8% of the 25–39-year age group, most of whom were not born when the promotion ran. Further, brand resonance was found to explain 4% more variance in moderate-to-vigorous physical activity (MVPA), the proxy for sport participation, for younger people compared to older people.

Results provide direction to brands, properties and agencies around the use of nostalgia in sport marketing campaigns and sponsorship efforts. For brands seeking to sponsor sport properties to alter their image with potential consumers in a new market, associating with a sport property that many view as nostalgic could improve the impact of the campaign. On the sport property side, event managers and marketers should both identify existing assets that members or fans are nostalgic about, as well as consider building nostalgia into current and new properties they develop.

This research is valuable to the sport marketing and sponsorship literature through several contributions. First, the use of nostalgia marketing, and nostalgia in general, is novel in the sport marketing and sponsorship literature, with future research in nostalgia and sponsorship recommended. Second, the potential to adopt or adapt Body Break to other sport participation and physical activity properties is empirically supported. Finally, the finding that very effective promotions can have a long-lasting effect, both on those who experienced the campaigns as well as younger populations who only heard about it, is notable.

International students commonly need to adjust to an unfamiliar environment while at the same time juggling with their education without traditional family support. Intercultural adjustment is often stressful for these students, thus contributing to a higher risk of a vulnerable mental and emotional state. The relocation to a foreign country presents a case of temporary migration during the time that they are away. This chapter looks at the challenges international students faced during relocation and adaptation. The study will also discuss how international students cope with mental health issues and the important role educational institutions have in mental health care. Interview data will be drawn on to present the perspectives of a group of international Singaporean university students in Melbourne, Australia, aged between 20 and 25 years old. However, the discussion about mental health issues cannot be assumed to be directly related to the challenges of relocation. Interview data will only represent the perspective of a group of international students and cannot be made generalisable to all international students. Similar to other studies, findings from this chapter reinforced the challenges international students face from their migration. While they acknowledged the importance of mental health care services, there are still barriers to seeking professional help. Future studies could look into how universities can continue to bridge this gap.

Heavy episodic drinking in young women has caused concern among many groups including public health professionals. The purpose of this paper is to investigate the experiences of young women’s alcohol consumption so as to facilitate better health education targeting.

This qualitative descriptive study examines the narratives of 16 young women’s experience of a “night out” framed as the Alcohol Consumption Journey.

The young women’s Alcohol Consumption Journey is a ritual perpetuated by the “experienced” and “anticipated” pleasure from social bonding and collective intoxication. The data showed three sequential phases; preloading, going out and recovery, which were repeated regularly. The young women perceived that going out was riskier than preloading or recovery and employed protective strategies to minimise risk and maximise pleasure. Alcohol was consumed collectively to enhance the experience of pleasure and facilitate enjoyment in the atmosphere of the night time economy. Implications for health interventions on collective alcohol consumption and perceived risk are presented.

The concept of socio-pleasure is valuable to explain the perpetuation of the young’s women ritualised Alcohol Consumption Journey. The binary concepts of mundane/celebration, individual/collective and insiders/outsiders are useful to illustrate the balancing of collective intoxication with group protective strategies in navigating the edge between risk and pleasure.

Librarians have been urged to emphasize social justice and human rights issues in their library mission, but they may find themselves challenged to provide additional services, such as access to legal information for those who cannot afford an attorney. Social justice services in libraries are seldom adequately funded and providing services in this area is labor intensive. In addition, there is an emotional intensity in library services for social justice that is often not considered in the initial enthusiasm of providing services in this area. Yet there seems to be no limit to the need. An interesting and useful perspective on how a public agency such as a library responds in circumstances of limited resources and unlimited demand can be found in the book Street-Level Bureaucracy: Dilemmas of the Individual in Public Service, by Michael Lipsky. In this perspective, lower level civil servants who interact directly with members of the general public exercise a level of discretion in the amount of services provided and how those services are administered. This chapter explores how this can generate tensions between more traditional library bureaucracy and social justice services, such as providing public access to justice resources in law libraries. However, the “street-level” response is evolving into a sustainability perspective as librarians embrace a more social justice–oriented outlook in library service planning.

This chapter discusses the unique role that public libraries can play to (re)build our Republic by centering the lived experiences and voices of marginalized communities. As robust sites for out-of-school time learning and community-based information spaces, public libraries have long played a key role in promoting the health and well-being of our nation’s democracy. Public libraries’ inclusivity efforts, though, have not always been evenly balanced, and these efforts have often been underdeveloped, poorly articulated, and undervalued by other key civic actors. Bringing together a Learning Sciences scholar of youth development and civic engagement, Library and Information Sciences scholar on free speech, and an Assistant Director of a public library in the Southeast, this chapter will offer interdisciplinary research-practice insights into both the challenges and opportunities that exist for public libraries as they grapple with the serious question of how to serve the public in the complex reality that is this third decade of the twenty-first century. In particular, this chapter explores questions like: how can public libraries balance the constraints of the status quo to hear, share, and amplify the voices of marginalized communities? And in what ways can library staff encourage opportunities that bridge librarians’ expertise and libraries’ resources with the lived realities and needs of marginalized communities? In this chapter, the authors expand upon these questions and collectively dream about the ways in which public libraries might be reimagined to more authentically and equitably serve the many faces of the contemporary American public.

The purpose of this paper is to explore the perspectives of workers in one of the least developed economies (Cambodia) on the creation of new job and livelihood opportunities created by foreign firms or foreign investment.

Qualitative: randomly selected interviews of individuals.

Individuals working in international organizations find international business activities increase their livelihood options and therefore help to improve their lives.

An exploratory approach using convenience sampling was taken which limits generalizing the results to a broader population.

The concepts explored can be used by individual firms when formulating their social responsibility programmes and the ethical implications of their business practices in emerging markets as well as by governments in creating public policies concerning poverty reduction.

Presents and respects the views of lower income individuals working in the tourism industry whose voices are often overlooked when corporate social responsibility and public policies are designed.

Provides a perspective about poverty reduction of individuals from low-income backgrounds whose lives are directly impacted by international investment and trade.