Social Marketing Downunder Conference 2005 A New Approach to Social Marketing:

1. Social Marketing Downunder Conference 2005 A New Approach to Social Marketing: Intervention Logic Modeling and Research Evaluation

2. Dr Paul DuignanParker Duignan Ltd – WellingtonSenior Research Fellow forCentre for Social and Health Outcomes Research and Evaluation (SHORE)Massey University Auckland More on outcomes theory:www.strategicevaluation.info Andrea KanDirectorUMR Research Ltd Wellington–Auckland–Sydney-Brisbane More about UMR:www.umr.co.nz

3. Increased Biosecurity Increased Biosecurity Reduction in biosecurity incursions Reduction in biosecurity incursions Effective incursion mitigation (eradication or management) Effective incursion mitigation (eradication or management) Increased support for specific incursion mitigation Increased support for specific incursion mitigation Increased appropriate mitigation behavior Increased appropriate mitigation behavior Increased stakeholder partnership initiatives Increased stakeholder partnership initiatives Increased willingness to take preventive action Increased appropriate preventive behaviore.G. Declaring items Increased willingness to take preventive action Increased appropriate preventive behaviore.G. Declaring items Increased base level tolerance / support for effective incursions mitigation Increased base level tolerance / support for effective incursions mitigation Increased willingness to take mitigation action Increased willingness to take mitigation action Increased stakeholder willingness to participate in partnerships Increased stakeholder willingness to participate in partnerships Increased stakeholder understanding of the problem and solutions Increased stakeholder understanding of the problem and solutions Increased understanding of personal action needed for effective mitigation Increased understanding of personal action needed for effective mitigation Increased under-standing of what not to bring into NZ and what to declare Increased under-standing of what not to bring into NZ and what to declare Increased under-standing of need for biosecurity mitigations measures Increased under-standing of need for biosecurity mitigations measures Increased understanding of ballast water and hull cleaning procedures Increased understanding of ballast water and hull cleaning procedures Increased under-standing of what to look for and how to respond if you see something suspicious Increased under-standing of what to look for and how to respond if you see something suspicious Increased Inward Travelers’ understanding of biosecurity Increased Inward Travellers’ understanding of biosecurity Increased Stakeholders’ understanding of biosecurity Increased Stakeholders’ understanding of biosecurity Increased Public understanding of biosecurity Increased Public understanding of biosecurity MAF Biosecurity Social Marketing Intervention Model No Boundaries No Boundaries Define – Implemented Logic? Informed Logic Outcomes Theory Model Development Action We can work it out We can work it out We can work it out Theory Practice Informed logic outcomes With feeling Only time will tell – iterative process Model Refinement Model Assessment Atmosphere Atmosphere Get it wrong? Breakout! Intervention Logic Model ?? Get it straight ! Creativity Creativity New Way? The Beginning No Evolution! Revolution

4. The beginning…(Planned Logic)

5. Theory to Practice • Based on outcomes theory • Analytical framework for outcome systems • Intervention logic (programme modelling, programme theory, outcome hierarchies, results chains) • Intermediate steps to achieve change or final outcome for programme or policy • Accepted good practice

6. Uses • Used to: • Assist stakeholder consultation • Programme planning & implementation • Outcomes measurement • Indicator development • Reporting • Research & evaluation priorities • Programme & policy evaluation

7. Model Development • Input on preferred outcomes/ how achieved: • Current knowledge of issues • Existing research • Expert opinion

8. Reduction in biosecurity incursions Effective incursion mitigation (eradication or management) Increased support for specific incursion mitigation Increased appropriate mitigation behavior Increased stakeholder partnership initiatives Increased willingness to take preventive action Increased appropriate preventive behaviore.g. Declaring items Increased base level tolerance / support for effective incursions mitigation Increased willingness to take mitigation action Increased stakeholder willingness to participate in partnerships Increased stakeholder understanding of the problem and solutions Increased understanding of personal action needed for effective mitigation Increased under-standing of what not to bring into NZ and what to declare Increased under-standing of need for biosecurity mitigations measures Increased understanding of ballast water and hull cleaning procedures Increased under-standing of what to look for and how to respond if you see something suspicious Increased Inward travellers’ understanding of biosecurity Increased Stakeholders’ understanding of biosecurity Increased Public understanding of biosecurity MAF Biosecurity Social Marketing Intervention Model Increased Biosecurity

9. Getting it Wrong • Key issues: • Measuring the underspecified • Continually evolving • Wide range of potential risks • Diverse sectors • Cost of data collection • Acknowledged difficulty in measuring social marketing campaigns

10. Getting it straight!(Informed Logic)

11. Model Assessment • Assessment of assumptions by: • Existing research (not conclusive) • Expert opinion • And…

12. Something New • Creativity groups • Not ‘new’ as such • New to New Zealand • Beyond projectives, focus groups

13. The Difference • Ideas generation • New angles • Richer understanding • Testing the hard to define

14. Once More with Feeling • The theory • Hierarchy of emotions Damasio High Reason Feelings Neuroscience Emotional hierarchy Emotions Basic LifeRegulation

15. Theory to Practice • Intuitive • Evolving practice • What’s new? • Creative thinking/ recruitment • Atmosphere • Set no boundaries – big picture • Moderation – low key, empathetic • Large breakout groups

16. Techniques

17. Techniques

18. Techniques

19. Working it out…(Informed Logic Outcomes)

20. Reduction in biosecurity incursions Effective incursion mitigation (eradication or management) Increased support for specific incursion mitigation Increased appropriate mitigation behavior Increased stakeholder partnership initiatives Increased willingness to take preventive action Increased appropriate preventive behaviore.G. Declaring items Increased base level tolerance / support for effective incursions mitigation Increased willingness to take mitigation action Increased stakeholder willingness to participate in partnerships Increased stakeholder understanding of the problem and solutions Increased understanding of personal action needed for effective mitigation Increased under-standing of what not to bring into NZ and what to declare Increased under-standing of need for biosecurity mitigations measures Increased understanding of ballast water and hull cleaning procedures Increased under-standing of what to look for and how to respond if you see something suspicious Increased Inward Travelers’ understanding of biosecurity Increased Stakeholders’ understanding of biosecurity Increased Public understanding of biosecurity MAF Biosecurity Social Marketing Intervention Model Increased Biosecurity

21. Model Refinement A Travellers/ countries of origin/ sea ports B Stakeholders C NZ Public-mitigation measures D NZ Public-personal action E Business, importers, production F Education G Environment

22. Increased stakeholder understanding of the problem and solutions Increased stakeholder understanding of the problem and solutions Increased understanding of personal action needed for effective mitigation Increased understanding of personal action needed for effective mitigation Increased under-standing of what not to bring into NZ and what to declare Increased under-standing of what not to bring into NZ and what to declare Increased under-standing of need for biosecurity mitigations measures Increased under-standing of need for biosecurity mitigations measures Increased understanding of ballast water and hull cleaning procedures Increased Understanding of Ballast Water and Hull Cleaning Procedures Increased under-standing of what to look for and how to respond if you see something suspicious Increased under-standing of what to look for and how to respond if you see something suspicious Audiences Shipping Sailors Yachties Cruise Ships • Travellers • -Casual • -Frequent • Sport • Business • O/S students • Recreation • Ethnic groups • Friends/relatives Travel agents Airline staff Tourism Board Embassies International airports ‘Responsible’ NZers Elderly Children Gardeners Production Sector Environmentalists Enforcement, Educative & Eradication Agencies Ignorant/Unaware General public

23. Increased Inward Travellers’ understanding of biosecurity Increased Inward Travellers’ understanding of biosecurity Increased Stakeholders’ understanding of biosecurity Increased Stakeholders’ understanding of biosecurity Increased Public understanding of biosecurity Increased Public understanding of biosecurity Increase Information Sources in Countries of Origin Increased Permanent Recent Arrivals understanding of biosecurity Increased Sea Port Users understanding of biosecurity Additional Audiences Increased Business/Importers/ Primary Producers understanding of biosecurity Increased Environmental Groups understanding of biosecurity Increased Media/Educators understanding of Biosecurity

24. Increased willingness to take preventive action Increased willingness to take preventive action Increased base level tolerance / support for effective incursions mitigation Increased base level tolerance / support for effective incursions mitigation Increased willingness to take mitigation action Increased willingness to take mitigation action Increased stakeholder willingness to participate in partnerships Increased stakeholder willingness to participate in partnerships Actions/ Messages Heavy penalties Border control Education Partnership/cooperation Care for your country Economic benefit Health and economic repercussions Future generations Care for your country Partnership

25. Revolution? No Evolution!

26. Biosecurity Logic Model Improved Biosecurity Harmful and potentially harmful organisms do not cross New Zealand’s borders Pests within New Zealand are managed Increased appropriate Preventive behavior Increased appropriate Stakeholder activity Increased appropriate Mitigation behaviour Well supported Mitigation activities Increased willingness To take preventive action Increased stakeholder Willingness to participate Increased willingness To take mitigation action Increased Support for Strong Border regulation Increased Support by Individuals for Border Regulation that Personally Affects them Increased Local support For specific Mitigation activities Increased National Support for Specific Mitigation activities Increased awareness of what to look for and how to respond if a person sees something suspicious Increased awareness of Need for strong borders Increased awareness of What not to bring and what To declare Increased awareness of Personal action needed for Effective mitigation Increased awareness of Need for mitigation and management Increased NZ public understanding of biosecurity

27. The next step…(Implemented Logic)

28. Implemented Logic • Informed by: • Empirical evidence attributed to programme • Expert opinion • Tailored research

29. Role of Research • In-depth understanding – attitudes, motivations, behaviour • Segmentation to manage priority audiences and direct resources • Direct communication • Measure on-going performance of programme

30. Measures: Prevention • Personal importance of biosecurity (e.g. 31% very important) • Importance of biosecurity to New Zealand • Knowledge of key actions to enhance New Zealand biosecurity • Increased appropriate preventive behaviour (from a range of actions) • Increased support for strong border regulation (from a range of actions Harmful and potentially harmful organisms do not cross New Zealand’s borders Increased appropriate Preventive behavior Increased willingness To take preventive action Increased Support for Strong Border regulation Increased Support by Individuals for Border Regulation that Personally Affects them Increased awareness of what to look for and how to respond if a person sees something suspicious Increased awareness of Need for strong borders Increased awareness of What not to bring and what To declare

31. Measures: Mitigation • Support of increased national mitigation action (e.g. 29% strong support) • Willingness to accept localised mitigation activities • Awareness of personal responsibility • Willingness to take specific mitigation activities (specific actions) Pests within New Zealand are managed Increased appropriate Mitigation behaviour Well supported Mitigation activities Increased willingness To take mitigation action Increased Local support For specific Mitigation activities Increased National Support for Specific Mitigation activities Increased awareness of what to look for and how to respond if a person sees something suspicious Increased awareness of Personal action needed for Effective mitigation Increased awareness of Need for mitigation and management

32. Programme Launch Develop AWARENESS of Biosecurity as a consumer concern GOAL: Create reasons for action and desire to get involved Personal Relevance Source: Social Change Media http://media.socialchange.net.au/strategy/ Increased awareness of Need for strong borders Increased awareness of What not to bring and what To declare Increased awareness of Personal action needed for Effective mitigation Increased awareness of Need for mitigation and management Increased NZ public understanding of biosecurity

33. Action Plan Provide actions that people can take to support biosecurity outcomes – DESIRE, SKILLS, OPTIMISM and FACILITATION PRE-BORDER: Appropriate preventive behaviour BORDER: Preventive behaviour and compliance with regulations POST-BORDER: Take individual action to support biosecurity campaigns and take action in mitigation activities Increased appropriate Preventive behavior Increased appropriate Stakeholder activity Increased appropriate Mitigation behaviour Well supported Mitigation activities Increased willingness To take preventive action Increased stakeholder Willingness to participate Increased willingness To take mitigation action Increased Support for Strong Border regulation Increased Support by Individuals for Border Regulation that Personally Affects them Increased Local support For specific Mitigation activities Increased National Support for Specific Mitigation activities Increased awareness of what to look for and how to respond if a person sees something suspicious

34. Only time will tell….(Iterative Process)

35. Working it Out… Again • Iterative process • Planned Logic Model • Informed Logic Model • Implemented Logic Model

36. We can work it out…(Model in Practice)

37. Impacts for Social Marketing Continual Evolution - Underspecified/ risks- Diverse sectors - Hard to measure- Cost to measure Enhanced: - Outcomes- Stakeholder consultation- Planning/ decision making- Implementation Assists in:- Communication-Reporting- Measurement- Indicator development- Evaluation- Priority setting Planned Logic Informed Logic Implemented Logic Model developed from existing: - Knowledge - Research - Expert opinion Model tested by: - Existing research - Expert opinion Research - Ideas generation -Test model Model informed by: - Empirical data - Expert opinion Research -Deep understanding -Potent communication -Prioritise -Measure Model Development Model Refinement Model Implementation

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