+ social marketing: an introduction sara ackerman, mph, phd
TRANSCRIPT
+
Social Marketing: An Introduction
Sara Ackerman, MPH, PhD
+What is Social Marketing?
The use of concepts and strategies
from commercial marketing to influence
individual and social practices,
with a goal of improved human or
environmental health
+How does social marketing differ from commercial marketing?
similar strategies: both sell products, ideas, practices
different goals: profit vs. health or well being
+ Social marketing is not the same as social media
marketing!
+“Social marketing critically examines commercial marketing so as to learn from its successes and curb its excesses.”
+
www.adbusters.org
+Dominant behavior change communications campaigns aim to:
PROTECT WARN
+
PROTECT WARN
+Beyond warn and protect…
+…integrating interests of the audience with those of the sponsor…
photo credit: www.adpunch.org
+Social marketing can be used to influence:
individual behaviors
social processes and norms
policies
institutional practices
image credit: http://culturegenderhealth.blogspot.com/
+Social marketing draws on methods and theories from:
Anthropology
Behavioral economics
Design
Persuasive technology research
Public health
Social psychology
+Social marketing strategies are used to:
Develop communication campaigns
AND…
Design educational materials
Improve services
Re-design structural/environmental conditions
+Some health topics that have been addressed by social marketing:
+
Why might social marketing be
more difficult than commercial
marketing?
You’re trying to
influence people to do
things they are
uncomfortable with,
don’t want to do, or
can’t do
+
social marketing principles and
methods
+focus on audience
• Do you really know what’s best for your audience?
• Start by engaging and understanding your audience
photo credit: Ian Webster
+
audience insight
•formative research
•process and outcome evaluation using “participant observation” and other qualitative methods
+audience segmentation
• one size fits all solution rarely works for complex behaviors
• “psychographics”:valuesinterestsactivitiesopinionsgeographic location
+
your audience/target may be:
• people whom you want to do something different
• enablers
• barriers
+ how are audience segments chosen?
• persuadable?
• size and potential impact
• need
• influence on primary audience
• accessibility
• resources needed to reach audience
• equity/social justice considerations
+
exchange
what I need for target audience
vs.
what they desire, care about, aspire to
+
exchange
image credit: http://bit.ly/nvfY0Z
+
+
+ questioning the “rational man” theory of exchange
Image credit: Fairfax County, Virginia: http://www.fairfaxcounty.gov/hd/flu/
+
“Marketing Mix”/4Ps1. PRODUCT and its presumed
benefit
2. PRICE, or what audience has to do to obtain product
3. PLACE, or how product reaches audience
4. PROMOTION, or strategy to create and sustain demand for product
+
4Ps +5. PUBLICS
6. PARTNERSHIP
7. POLICY
8. PURSE STRINGS
9. POLITICS
+Critique of 4Ps
1. Checklist?
2. The 4Ps are not behavior change tools
3. What about barriers/benefits?
+Alternatives to 4Ps
Community-Based Social Marketing:
-behavior change via addressing barriers
-less focus on attitudes & beliefs
http://www.cbsm.com/public/world.lasso
+
Total Process PlanningModel
image and content credit: UK Alcohol Learning Centre
+
SCOPE DEVELOP
Identify and consult with stakeholders
Conduct preliminary research
Learn about your audience using qualitative methods
Segment your audience
Decide on research methods
Develop evaluation procedures
Look at current services
Involve stakeholders
Look at similar or competing programs – how will they reinforce or undermine your project?
Use theory appropriate to problem and audience
Develop barrier and exchange model
Test your project
+
IMPLEMENT EVALUATE
Use a range of strategies and tailor campaign to audience segments
Conduct process evaluation to determine if program is being implemented as planned and how people are responding
Continue working with stakeholders
PROCESS and OUTCOME equally important. Process evaluation:
insight into deviations from plan; understand what produced observed outcomes
Outcome evaluation: did you reach target audience; did desired outcome occur?
+
FOLLOW-UP
Share/disseminate best practices
Continue to track outcomes and assess sustainability of target behavior
+theories/explanatory models used in social marketing
individual social/relational Social Cognitive Theory
Health Belief Model
Stages of Change
Diffusion of Innovations
social theory: citizenship, subjectivity, embodiment, social/symbolic capital, power, historical context
social network analysis
coalition/collaboration (PAR)
social justice, environmental justice
+critiques of social marketing
individual
social, economic, environmental, institutional context
+
Historical changes in smoking practices in U.S.
+SM relies too heavily on psychological behavior
change theories
“One principle that distinguishes the best social marketers is an unrelenting understanding, empathy and advocacy of the perspective of our priority population or community that is not slanted by what the theory or research evidence does or does not tell us.”
- Craig Lefebvre
+Health behaviors are “wicked problems”!
Effective change programs do not ONLY communicate persuasive messages.
They also try to modify the context using multi-faceted strategies.
photo credit: NY Times, Dec.13, 2009
+ Another example of redesigning the environment to promote behavior change
+Unintended consequences of social marketing:
Australia’s Slip Slop Slap campaign
to prevent skin cancer
+Case Study:
Cleanyourhands campaign UK National Social Marketing Center (NSMC)
Social marketing strategies
Scale
+NSMC hand hygiene project in a Scottish hospital
hand hygiene compliance high, but hospital acquired infections increasing
running out of new ways to “sell” hand hygiene
carrot not stick – need to persuade people that it’s in their interests to comply
Project:
tailored interventions
“clean leaders”
+NSMC hand hygiene project in a
Scottish hospitalWHO 5 moments depiction: great in principle but not in practice
+alternative representation of 5 moments:
+
gel: myths and dispensers
can patients remind staff to clean hands?
clean zones
image and content credit: UK National Social Marketing Centre
+Case Study #2:
Copenhagen cycling campaign
Goal:
increase commuting by bicycle to: - reduce pollution and congestion- improve public health
Strategy:
- foster and spread “bicycle culture”
- change infrastructure to reduce barriers to cycling
photo and content credit: City of Copenhagen Technical and Environmental Administration
+infrastructure
+bicycle culture
http://www.copenhagencyclechic.com/
+outcomes
2010: 37% of people in greater Copenhagen commuted by bike
planners’ goal: 50% by 2015
public satisfaction with cycling1995: 17%2004: 83%2010: 94%
survey: why do you cycle? 55% it’s faster 33% it’s more convenient 32% it’s healthy 29% it’s cheap
+
Thank you!
photo credit: William Couch