Download The Strategic Use of Social Marketing

The Strategic Use of Social
Marketing
William DeJong, PhD
Professor
Boston University School of Public Health
Do Mass Communications
Campaigns Work?
• Media campaigns are not inherently effective or
ineffective.
• Their success depends on:
– The broader change strategy
– Whether there is a communications approach that
can support that strategy
– How well that communications approach is executed
(Adapted from L. Langford, 2006)
Public Communication Campaigns:
A Critique
• Use the mass media as a tool to create awareness,
increase knowledge, and change attitudes, but less
often to teach health behavior skills and self-efficacy.
• Ignore media’s potential to support a public health
agenda that involves changing institutions,
communities, or public policy.
• Consider a prospective media campaign in isolation,
not in conjunction with other programs that are
underway.
When Hope Triumphs Over Experience
Hope
New information about a health problem—presented in a
dramatic way—will cause people to think about changing their
behavior.
Experience
KASAB = Knowledge Alone Seldom Alters Behavior
(…for most people, or it does, not for very long)
These campaigns seldom work for the majority of people whose
behavior is resistant to change.
Insanity
We continue to look for a breakthrough message to inspire the
target audience.
Strategic Use of Communications
Figuring out what to say
to “reach” the target audience
vs.
Developing strategic objectives
for a comprehensive intervention plan
↓
Determining how the communications
campaign can
best support that effort
The Planning Process
Planning Step
Description
Pre-Planning
Assemble the team, outline the task, and prepare to plan
Step 1:
Conduct a thorough analysis of the problem and its
Problem and Situation Analysis contributors, the local context, and past efforts
Step 2: :
Strategy Development
Choose an overall intervention strategy
Specify the role of communications in advancing that
strategy
Select a target audience and desired behaviors
Research the target audience
Create a written plan (“creative brief”)
Step 3:
Campaign Development and
Testing
Step 4:
Campaign Implementation and
Monitoring
Design and test messages, materials, and channels
Step 5:
Evaluation and Program
Improvement
Carry out the evaluation plan and use the results for
program and campaign improvement
Launch the campaign and monitor progress
Social Ecological Framework
Social Ecological Framework
Individual
Interpersonal
Organization
Community
Culture/Society
Agent
Health behavior is influenced by both individual
(personal) and environmental determinants
Identify those determinants
Decide which ones are the most critical to
address to affect population-level behavior
change
Planning Step
Description
Pre-Planning
Assemble the team, outline the task, and prepare to plan
Step 1:
Conduct a thorough analysis of the problem and its
Problem and Situation Analysis contributors, the local context, and past efforts
Step 2: :
Strategy Development
Choose an overall intervention strategy
Specify the role of communications in advancing that
strategy
Select a target audience and desired behaviors
Research the target audience
Create a written plan (“creative brief”)
Step 3:
Campaign Development and
Testing
Step 4:
Campaign Implementation and
Monitoring
Design and test messages, materials, and channels
Step 5:
Evaluation and Program
Improvement
Carry out the evaluation plan and use the results for
program and campaign improvement
Launch the campaign and monitor progress
Planning the Intervention
• An intervention can be aimed at any level
of the social ecological model
– Will have an effect on the targeted level, and
on all levels nested within it
• Example: An intervention aimed at families,
groups, social networks will influence large
numbers of individuals
• Once the intervention plan is in place, then
determine about how best to use mass
media communications to support it
Environmental-Level Interventions
• In many cases, environmental-level strategies
will be a more efficient way of proceeding:
– Reach more people, more effectively
– Will usually cost less, ultimately
• Presumption is often in favor of focusing on
individual-level strategies.
Perhaps the presumption should be in favor
of environmental-level strategies.
Reaching Key Influencers
• Environmental approaches require intervening with
the people who control or influence an institution,
community, state, or nation.
– Analyze the determinants of their behavior using the
social ecological framework
– Based on that analysis, determine how best to
intervene with those individuals
– Develop an intervention plan
– Determine how best to use mass media
communications to support it
Potential Communication Objectives
Individual Level
• Increase awareness of a public health problem and
establish it as a priority concern
• Increase factual knowledge
• Change beliefs and attitudes
• Stimulate information-seeking (hotlines, websites)
• Describe personal/social benefits of the behavior
• Correct misperceptions of behavioral norms
• Show the conflict between personal values and
current behavior
• Teach new behavioral skills
• Show how to overcome barriers to change
• Build self-efficacy
New York State Department of Health
WIC Breastfeeding Campaign
https://www.youtube.com/watch?v=qjoWWUYDKQM&feature=player_embedded
Behavior change is more likely if the target audience
believes that the advantages of the behavioral
alternative outweigh the disadvantages
Theories of Motivation: Expectancy X Value
• Perceived benefits have to be perceived as likely outcomes
(Expectancy)
• The target audience has to perceive those outcomes positively
(Value)
What do people value?
Potential Communication Objectives
Group/Interpersonal Level
•
•
•
•
•
Publicize shifts in behavioral norms
Reinforce injunctive norms
Stimulate interpersonal communication
Stimulate social support
Encourage social reinforcement
New Zealand Transport Agency
Distracted Driving
http://www.nzta.govt.nz/safety/driving-safely/driver-distraction/driver-distraction-advertising/mobile-phones
Cultural change will only occur when people start publicly
stating that they have an issue with texting and driving.
• There are certain social situations where people evaluate whether it’s
okay to text (e.g., on a first date or during live theater), prompted by
the thought that someone might have an issue with it.
• The campaign aims to use this insight to get young people to view
things from a different perspective – their passenger’s.
• By showing them that their passengers find their mobile phone use
unacceptable in the car, the audience will start to reconsider its
appropriateness.
Potential Communication Objectives
Institution, Community, Society/Culture
• Generate demands for changes in public policy or
new programs
• Publicize changes in public policy and enforcement
• Promote school- or community-based programs
– Recruit volunteers
– Recruit program participants
– Announce availability of self-help materials and program
activities
– Reinforce information presented in the programs
Rhode Island Department of Transportation
Seat Belt Use
https://www.youtube.com/watch?v=ddHuobF1xjo
New laws or regulations will not deter high-risk behavior
unless they are enforced, and the fact that they are
being enforced is well publicized.
• Stage law enforcement checkpoints to generate news coverage
• Broadcast public service announcements
Opioid Use: Determinants
Social Ecological Framework
Individual
Interpersonal
Organization
Community
Culture/Society
Agent
Opioid Use: Intervention Strategies
Social Ecological Framework
Individual
Interpersonal
Organization
Community
Culture/Society
Agent
How do we best use
communications to support the
chosen intervention strategy?
Media Planning Guide
Problem Analysis:
What is the problem? What causes or contributes to it?
What has been done in the past to address it, and to what
effect?
Overall Strategy:
What is the best way to leverage change -- education,
changes in social norms, institutional change, community
change, policy change? How can the mass media be used
to advance that overall strategy?
Target Audience:
Who do you want to reach with your mass media
message? Be specific. What is your rationale?
Media Planning Guide
Objectives:
What do you want your audience to do after they hear or
watch your message?
Obstacles:
What stands in the way of your audience doing what you
are asking of them?
Think in terms of both your overall behavioral objective,
and in terms of what you want them to do after hearing
or watching your message.
Key Promise:
Identify one promise or benefit that the audience will get
if they do what you are asking of them.
Support Statements:
What else does your audience need to know, think, or
believe in order for the message to motivate their taking
action?
Emotional:
Rational:
Net Impression:
Summarize what you want your audience to say to
themselves after seeing or hearing your message.
Tone:
What feeling should your message have? Authoritative?
Light? Emotional? Other?
Media:
What channels of communication will you use -- TV, radio,
newspaper, ad, poster, news coverage, or what?
Collaborators:
What other sponsors or collaborators do you need?
What level of media cooperation do you need?
Continuing Activities:
What other program activities could you tie into or build
off of the media activity?
William DeJong, Ph.D.
Professor
Boston University School of Public Health
[email protected]
#HWDeJongJr