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Moving from Awareness to Behavior Change: What Social Marketers Can Teach Us

Innovation

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Moving from Awareness to Behavior Change: What Social Marketers Can Teach Us

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    1. Moving from Awareness to Behavior Change: What Social Marketers Can Teach Us Suzanne Bronheim, Ph.D. National Center for Cultural Competence

    2. Innovation—an idea, practice or object that is perceived as new by an individual or other unit of adoption. Diffusion of Innovations

    3. Innovations in Our Work Back sleeping Pacifier use No bed sharing Counting kicks Room sharing Nothing in crib—no fancy quilts, bumpers, etc.

    4. Diffusion is the process in which an innovation is communicated through certain channels over time among members of a social system. This is a two-way communication that leads to diffusion. Diffusion of Innovations

    5. Are our approaches diffusion? Focus on social systems? Over time Two-way? Brochures Videos PSA’s Workshops One-on-one teaching with parents

    6. Knowledge Persuasion Decision Adoption Sustaining Stages of Diffusion

    7. Letting people know it exists Mass media Brochures Presentations Dissemination of materials/resources Knowledge Stage

    8. What do we need to learn? Marketing Research What do people already know? Where do they go to learn new things? How do they like to acquire knowledge?

    9. Communication within individual’s social network Trusted, usual sources People who are “like me” accept it Persuasion Stage

    10. Fast Facts on Communication Networks Harris and Dewdney (2004)—people “tend to seek information that is easily accessible, preferably from interpersonal sources such as friends, relatives or co-workers than from institutions or organizations, unless (an important qualification) there is a particular reason for avoiding interpersonal sources.”

    11. More Fast Facts Pettigrew (1998, 1999) Information grounds—groups that come together, and social atmosphere fosters spontaneous/serendipitious sharing of information (barber shops, hair/nail salons, playgroups, church, work lunchroom) 71% of sample said used these sources

    12. More Fast Facts Parents rely on own parents for knowledge about parenting—in AA community grandmothers primary source; some Hispanic populations rely on personal social networks (Hunter, 1977; Colson et.al. 2006, Moon and Omron, 2002, Fisher, et.al. 2004)

    13. More Fast Facts Commonwealth Study of Parents of Young Children (Fuligni and Brooks-Gunn, 2002) 97% talked to someone about how to raise child 50% mother or mother-in-law 43% spouse 17% another relative 16% doctor, nurse or other health professional

    14. More Fast Facts Commonwealth Study of Parents of Young Children (Fuligni and Brooks-Gunn, 2002) Used those most comfortable with most often 71% used media (more likely to be older, married and employed 34% used parenting classes (differences based on parental educational level Families of CSHCN in MD 51% seek information from family/friends Rate that as more effective than info from doctor’s office, school, agencies, resource books

    15. Relative Advantage Is the innovation better, easier, more convenient, more effective, less expensive? Compatibility Is the innovation consistent with existing values, past experiences and needs? Decision/Adoption Stage

    16. Testing a proposed Innovation—Back sleeping in own crib better easier more convenient more effective less expensive

    17. Testing a Proposed Innovation—Pacifier Use Consistent with: existing values past experiences needs

    18. Complexity Is the innovation perceived as easy to understand? Trialability Can people try it out? Any long term commitments? Observability Is the innovation and its benefits visible? Do adopters know someone who has used and liked the innovation? Reinvention Can the innovation be changed to suit the adapters needs? Decision/Adoption Stage

    19. Hard or Easy Sell-Back to Sleep Complexity Is the innovation perceived as easy to understand? Trialability Can people try it out? Any long term commitments? Observability Is the innovation and its benefits visible? Do adopters know someone who has used and liked the innovation? Reinvention Can the innovation be changed to suit the adapters needs?

    20. What do we learn from this? Need to scope out the following: What does the audience know and how do they like to learn about these topics? Who are their trusted and usual sources? What are their natural “communication grounds?” How can we influence “people like them” to accept the innovation and influence persuasion?

    21. What do we learn from this? Need to scope out the following: What would they see as the relative advantages? What disadvantages would they see (practical, cultural, social acceptance, etc.)? How compatible is this with audience beliefs, values, and experiences? How can we address issues of complexity, trialability, observability (death scene photos), reinvention (do small differences make an impact)?

    22. Tools to Learn about the Audience Focus groups Key informant interviews Surveys Appropriate sample Parents, relatives, preferred sources of information, “social grounds”—those “like me” Review of other social marketing research for that audience

    23. Contact Information Suzanne Bronheim, Ph.D. National Center for Cultural Competence 800-788-2066 bronheis@georgetown.edu

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