EVALUATION OF SOCIAL OUTCOMES AND RETURNS FROM INVESTMENT IN THE STRONG NETWORK PROJECT, SMOKE-FREE COMMUNITIES, RISK-FREE MULTICULTURAL AREAS IN THE SOUTH

Abstract

This research aims to 1) Study the context, enabling factors, and cooperation mechanisms; 2) Evaluate social outcomes and calculate social returns; and 3) Provide policy recommendations and guidelines for sustainable project development. A mixed-methods research approach was used. Quantitatively, a sample size of 334 people was determined using Taro Yamane’s formula, stratified random sampling, and systematic proportional sampling. The instrument was a questionnaire, and data was analyzed using the mean (X) and standard deviation (S.D.). Qualitatively, 50 key informants were selected using purposive sampling, and data was collected through in-depth interviews, analyzed using thematic content analysis. The research findings revealed that 1) the context and network mechanisms utilize social capital as a crucial foundation for driving community well-being; and 2) the evaluation of social return on investment (SROI) showed that the project was socially worthwhile, with a SROI ratio of 1:1.5. Considering the three social outcomes, the environment generated the highest social value, stemming from the reduction of risk factors in well-being areas. This was followed by the social aspect, highlighting participation and strong network building. The economic aspect generated the lowest social value, reflecting limitations in transformation. The conversion of smoking cessation into monetary value or supplementary income is a key consideration. Criticisms highlight that environmental and social success stems from an understanding of the multicultural context that fosters strong collaboration. Government and stakeholders should therefore utilize this social valuation assessment as a framework for improving future activities, implementing proactive measures, and focusing on transforming tobacco expenditure reduction into household savings systems. This should be coupled with support for creative economy systems within communities to enhance Social Responsibility and create model communities for other areas.