Engaging rural Aboriginal communities through

social media to promote healthy lifestyles

• deliver population based health promotion social marketing campaigns reaching a large proportion of the Gippsland Aboriginal population

• improve healthy lifestyle factors with related benefits to prevalence of chronic disease, cancer and other health conditions – and ultimately increase life expectancy.

The project aims to:

‘Sport is a great platform

for health promotion’

62% of Adult Aboriginal and Torres Strait Island people us Facebook Daily Facebook use

Daily Facebook use:

Compared to 42% of Adult Australians Nationally

Source: McNairn Ingenuity Research 2014

62% 42%

0

500

1000

1500

2000

2500

Our Facebook Fans; Likes

Likes

Gender and Age breakdown

0

2000

4000

6000

8000

10000

12000

Engagement

Likes

Facebook Engagement

Targeted Advertising

Facebook videos views

VIEWS - TITLE 5 900 - Irvinh Mosquito – young football player 5 700 - WHAT HAPPENS WHEN YOU COOK COKE… 3 700 - Indigenous Round address by Aunty Beth Lyons 3 500 - A hard earned thirst needs a big cold water! - #DrinkWaterUMob 3 800 - Indigenous Round at Woodside Football Netball Club 3 000 - Do you care about our Mob? Join our 715 - #GetChecked 2 700 - Bairnsdale U18 Boys at the VACSAL Statewide Aboriginal Basketball Classic! 2 300 - Indigenous Round promotional interview with Shaun Braybrook. 2 300 - Interview with Toby Radford at the Evonne Goolagong Foundation Tennis Day. 2 200 - Indigenous Round promotion for Heyfield Football Netball Club

‘people change their health attitudes and

behaviours as a result of social

marketing campaigns’

• #Choosehealthy • #BeSmokeFree • #GetChecked • #GetActiveFor30

Health messages:

Australian Catholic University

Research Papers available at www.gippsport.com.au/programs/deadly-sport-gippsland/

Formal Evaluation

Attitudinal and behaviour change effects from two social marketing campaigns:

#BeSmokeFree Campaign (n=28) #ChooseHealthy Campaign (n=33)

All of those who smoked said they had thought about reducing or quitting

(5 out of 5)

61% thought about changing their drinking or eating habits

(20 out of 33)

75% reported talking with somebody else about reducing or quitting smoking

(21 out of 28)

Almost half reported talking to somebody else about changing their

eating and drinking habits (16 out of 33)

75% of those who smoked reported reducing or quitting smoking

(4 out of 5)

39% reported changing their eating and drinking behaviours

(13 out of 33)

Evaluation also found:

• Social marketing campaigns would be enhanced by: – More formative work; identifying meaningful messages and communication techniques – Greater partnerships and collaboration with State and local Aboriginal agencies – Increasing resources for merchandise and advertising in mainstream media

• Statewide Campaigns where Deadly Sport Gippsland provided local content worked well.

• Building a social media following takes time and resources

• Use content people want to engage with • Partner with statewide campaigns and provide local

content

Key Learnings:

• Tim Owen – Victorian Department of Health and Human Services

• Lynda Berends – Australian Catholic University & TRACE Research

• Frances Cieslak – Larter Consulting

• Lisa Williams (current) & Karina Crutch (2014-15) – Program Staff

Acknowledgements

More Information

Program website: www.deadlysport.com.au

Evaluation reports: www.gippsport.com.au/programs/deadly-sport-gippsland/