Using Social Marketing to Make Your Safety Message Stick Nancy Franke Wilson, M.S.
My Objectives • Share my understanding of social marketing • Ignite interest in using social marketing in your work • Increase your awareness of public health and public safety marketing in our community.
Social Marketing • Social marketing uses commercial marketing strategies such as audience segmentation and branding to change health behavior • Not a theory, but an approach • Promotes behavior change in targeted groups of individuals in several ways
A Little Background • My interest in social marketing • Education, data and facts don’t usually equal behavior change • It’s NOT social media • Health promotion should work hand-in-hand with social marketing
Consumer Marketing http://www.youtube.com/watch?v=0DxlOWVVQWE
Social Marketing • Encourages people to accept a new behavior • Reject a potential behavior • Modify a current behavior or • Abandon an old/existing behavior • Our target audience is the CONSUMER
Exchange Theory Exchange theory: People will accept, reject or modify a behavior if the benefits exceed the cost • Your time alone at home, with friends, at work • A habit for alcohol, tobacco, television time, sugar, salt • Being uncomfortable, saying no, saying yes, disappointing people • Money, access, tools, skills • Change
4 P’s • Product – tangible object or service you can provide to support or facilitate behavior changeExample: Fresh foods easily purchased and prepared, gym shoes, car seats, classes, training, tools • Price – consider interventions that would decrease the costs to the individual of taking the desired action, could be monetary, emotional, psychological or time costsExample: Workplace weight watchers, veggie/fruit tray after church services, neighborhood SRTS program, family walks after dinner
4 P’s • Place – where and when the audience will perform the behavior or have access to the new or adapted product or service. How can you make it convenient and pleasant?Example: Gym at work, Weight Watchers on-line, smoke detectors delivered and installed by fire fighters, vaccines at your church, bicycle repair while you work • Promotion - Use your market research to determine the communication channels and activities that will best reach your audience to promote the benefits of the desired behavior. Example: Water bottles, FB, Twitter, television, billboards, concert advertisement, health fairs or POS
CDC Investment • Social Marketing Edition of CDCynergyCDCynergy is a multimedia CD-ROM used for planning, managing, and evaluating public health communication programs. This innovative tool is used to guide and assist users in designing health communication interventions within a public health framework. Originally created for use within the CDC, the idea of an institution-wide planning model found its way outside of the agency. CDCynergy has been adapted for use by public health professionals on a national, state, and/or local level. • CDCynergy Lite
Problem Description • A full, clear problem description and analysis will help you decide whether to undertake a social marketing effort. If you do, the problem description will help you keep your main goal in mind. • Know what problem you are trying to address will help you keep the main goal of your social marketing effort in mind. The problem description section clarifies what the public health problem is, who is affected, and what you propose to do to address it. A full, clear problem description and analysis will help you decide whether to undertake a social marketing effort.
Market Research • In Problem Description, you defined your health problem, collected information about it from experienced colleagues and the published scientific literature, and drafted a preliminary definition of your target audience. • Now, in Market Research, you will conduct market research to understand the audience better and refine its definition. • Market research (also called consumer or audience research) is research designed to enhance your understanding of the target audience's characteristics, attitudes, beliefs, values, behaviors, determinants, benefits and barriers to behavior change in order to create a strategy for social marketing programs.
Market Strategy • With your research done, its time to make the big decisions that will shape the broad outlines of your program. The more firmly the decisions are grounded in the research from the Problem Description and the Market Research the more effective your program will be. • A market strategy is a plan of action for your entire social marketing program. Market strategy encompasses the specific target audience segment(s), the specific desired behavior change goal, the benefits you will offer, and the interventions that will influence or support behavior change.
Interventions • Your intervention plan evolves from a broad outline to a very specific operational blueprint. You will now translate your Marketing Strategy into Intervention tactics and activities. • Interventions are methods used to influence, facilitate or promote behavior change (e.g., holding training classes to help seniors start their own walking clubs, developing a Website to promote drug-free activities to youth, expanding clinic hours to improve working mothers' access to HIV testing).
Evaluation • Now its time to make decisions about how to evaluate your program. Are you doing the right things, the right things right and enough of the right things to make a difference in outcomes. • Effective program evaluation is a systematic way to improve and account for public health actions by involving procedures that are useful, feasible, ethical, and accurate. Evaluation activities should be useful, feasible, accurate, proper, and ethical.
Implementation • All your planning and preparation come together. • Implementation is the point at which all your planning and preparation come together. Among the activities critical to your program's success are planning the launch, holding a news event, taking advantage of unexpected opportunities, and defusing potential threats to your efforts.
Examples • Increasing the use of car seats by Hispanic Children in Dallas, Texas • North Tyneside – SUB21 Reducing curbside drinking by young people • Wisconsin Obesity and Physical Activity • ATV Injury Prevention Campaign
Resources CDCynergy for Social Marketinghttp://www.cdc.gov/healthcommunication/cdcynergy/index.html ATV Safety Campaignhttp://sphhs.gwu.edu/departments/pch/phcm/casesjournal/volume6/files/CasesV6ByrnesATVFINAL3.pdfWisconsin Nutrition and Physical Activityhttp://www.cdc.gov/nccdphp/DNPAO/socialmarketing/pdf/Wisconsin_0906.pdf
Resources Increasing the use of car seats by Hispanic Children in Dallas, Texashttp://www.thensmc.com/content/health-equity-social-determinants/Casestudies#seat belts Hispanic North Tyneside – SUB21 Reducing curbside drinking by young peoplehttp://www.thensmc.com/content/health-equity-social-determinants/Casestudies#seat belts hispanic The National Social Marketing Center http://www.thensmc.com/content/nsmc