Social Marketing in Action

2. Social Marketing in Action Thursday, June 17th, 2010/ Stobart Stadium, Widnes

3. ChaMPs Social Marketing in Action Martin McEwan Director of Communications & Engagement

4. Importance of social marketing Targeting Understanding and articulating the audiences Doing what works is ultimately more efficient Measurement & evaluation critical (case studies today)

5. QIPP Social marketing has a key role in “Prevention” …as well as Innovation It can also contribute greatly to the general drive for efficiencies (eg Choose Well)

6. QIPP Social marketing has a key role in “Prevention” …as well as Innovation It can also contribute greatly to the general drive for efficiencies (eg Choose Well)

7. Sharing what’s already out there In Cheshire & Merseyside In NW Across England Brand audit across PCTs 75+ projects/campaigns Next steps?

8. Planning to share Understanding and articulating the audiences will facilitate sharing/roll-out Design this into projects Joint commissioning process?

23. Background • Social marketing campaign to achieve additional 5000 quitters from the more disadvantaged areas in Wirral • Overall aim is to reduce smoking prevalence in targeted neighbourhoods: • Areas of deprivation • Routine and manual workers • Unemployed

24. Smoking Prevalence SurveyNovember 2009

25. How Smokers Quit Based on a sample of 3385 Wirral residents surveyed November 2009.

27. A day in their life – Unemployed Start of day fluid – TV on as soon as they get up and stays on all day Pottering around the house, occupied with the kids Down to the local shops for bits and pieces No set meal times – no real structure to punctuate the day Kids in house all day or playing on the street Going round to friends or family or having them round Weekends no realdifference

28. No time to engage with services quitting smoking is not a high priority Most smokers will attempt quitting on their own Innovative ways must be found to bring services to the home they want to design their own service to suit them as an individual – not as a smoker only

29. Internet is an excellent way to engage with people who do not venture far from home Text and phone support is more convenient than travelling to get a service Personal media such as door to door or media that allows us to get “in-home” without being intrusive (online) appear to have a key role

30. Mobile Support

33. Incentives • Incentives aim to drive clients to a campaign • Can prompt registration and support ongoing quit • All 4 week quitters enter a monthly draw (up to £100) • Quarterly larger prize draws (up to £500) • Incentive scheme delivered in partnership with ASDA

35. Website

36. Facebook -Highlights

37. Facebook - Clients

38. Telephone, text and e-mail support • Receive reactive calls • Offer support, advice and referral to appropriate services including: • NRT by post • e-mail support • text support • Phone support • Intensive support • Conduct outbound telephone calls, e-mails and texts to establish 4-week smoking status for people signed up to the campaign • Be available between 9am and 9pm, 7 days a week • Provide an incoming text service which would trigger a callback to register the client • Enter clients registering with the campaign onto the web-based data system

39. BME Community Champions • Jointly commissioned by Public Health and Wirral DAAT to engage with the local BME population around the issues of smoking, drugs and alcohol • Male worker for the Asian and Arabic community • Female worker for the Asian and Arabic community • Polish worker • Chinese worker

40. Awareness Channels • Leaflets           485 • Newspaper      32 • Not Stated       217 • Phone              9 • Radio               8 • Trailer              848 • Website           34        • Word of Mouth 154

41. Results

42. Winners

43. “Yes I am still smoke free and feeling much better for it…last week in kickboxing I was able to last for 5 rounds without coughing and wheezing or feeling like my heart was exploding in my chest…woohoo!!Thanks for all the support” “Thank you for your support I have been 5 weeks now without ciggs and feel great for it and my dogs love the extra exercise so I must say again thank you all.With respect” “Hi just to let you know that I haven't had a cigarette for two months this week. So proud of myself feel loads better , more money in my purse at the end of every week !!! Also recently purchased a bike and I am enjoying getting out and about on it which I couldn't do before ,and haven't used inhalers for 6 weeks ,I was using them 3 times a day before giving up!! how good is that!!! just needed a push and a bit of support” “This lad is 10 weeks smoke free, thanks for your support, don’t think I could of done it without you xx”

44. Lessons Learnt • Too much, too quick • Do it in stages • Get your data system right first • Plan for long commissioning processes • Look for possible interruptions to campaign – e.g Purdah period • Make sure you do not limit yourself in your choice of partner • Ensure SSS’s are part of the initial design • Plan to dovetail with current service provision as a bolt on ‘quit express’ service

45. Smokefree Wirral Programme Leads Kim Ozano – Senior Health Improvement advisor (Commissioning) Mike Donnelly – Smoking Programme Manager (Provider) Carol Corvers - Stop Smoking Service manager (Provider)