Social Marketing and Advocacy

PublicHealth Approach

Define the Problem

IdentifyRisk Factors

Find what Prevents

the Problem

Implement &Evaluate Programs

Data, Community Background

Conceptual Models

Effective Strategies

Planning, Action, Evaluation, Marketing, Advocacy

Adapted From: National Center for Injury Prevention and Control, CDC

Social Marketing

Uses many of the tools of commercial marketing.

“Sells” behaviors that benefit both the individual and society.

The Classic “4 Ps” of Marketing

Product

Price

Promotion

Place

The three most important things in Social Marketing

1. the audience

2. the audience; and

3. the audience

Social MarketingFour Key Steps:

1. Understand Your Audience and Customers

2. Set Priorities

3. Assess Resources

4. Monitor and Evaluate

Understand Your Audiences and Customers

How can we segment and get toknow our audience?

PhysicalBehavioralDemographicsAttitudes and Beliefs

Set Priorities

Based on Your Understanding of YourAudiences and Customers

It is critical to develop your marketing program to access your targeted

audience.

Assess Resources

Conduct a thorough inventory:

What you already have

What you need

What you will develop

Monitor and Evaluate

Manage your program by continuously monitoring and altering your interventions as needed to reach your targeted

audiences.

An Example of Marketingan Injury Program:

Float Coat Promotion in Rural Alaska

Yukon-Kuskokwim Health Corporation

17

2.612

52

0102030405060

U.S. I.H.S. AK Non-Native

AK Native

Rat

e

Comparison of Alaskan Drowning Rates

Per 100,000 Population

Source: State of Alaska, 1991

Sex of Native Drowning Victims

YK Delta 1979-1989

Female7%

Male93%

Seasonal DrowningYK Delta 1979 - 1982

Winter15%

Summer85%

N = 185

Winter15%

Summer85%

010203040

Drowned Saved

Cas

es PFD = YesPFD = No

Personal Flotation Device Use

Alaska Commercial Fishing Incidents Involving at Least One Drowning, 1991

35

2

7

7

Source: National Institutes of Occupational Safety and Health (NIOSH)

The Classic “Float Coat”

Boring!

So What Should We Do?

Build a Coalition

Assess the Audience/Customers

Make Marketing Plan

Marketing/PromotionQuality ProductCustomize for CultureTargeted Distribution IncentivesPublicityEvaluation

Promotional Ideas

Discount Coupons

Raffles and Prizes

Incentive Awards

3 Year Average Crude Death Rates

YK Delta vs. All-Alaska(The Harvest)

0

10

20

30

40

50

60

70

80

90

88 89 90 91 92 93 94 95 96

YK Starts PFD Program

YK Delta

All Alaskan

43% Reduction

Per 100,000