Using theory to inform practice: The role of formative research in the construction and implementation of the Acceptance Journeys social marketing campaign to reduce homophobia

Hull, S. J., Gasiorowicz, M., Hollander, G. & Short, K. (2013). “Using theory to inform practice: The role of formative research in the construction and implementation of the Acceptance Journeys social marketing campaign to reduce homophobia.” Social Marketing Quarterly, 19(3),  135-155.