Social Marketing and Media Campaigns

Social Marketing and Media Campaigns PTB Program Improvement Webinar September 8, 2009

Media, Advertising, Health Communication & Social Marketing Campaigns (oh my) Allison L. Friedman, MS Health Communication Specialist Behavioral Interventions & Research Branch Centers for Disease Control & Prevention The findings and conclusions in this presentation are those of the authors and do not necessarily represent the views of the Centers for Disease Control and Prevention.

Media or Advertising Campaign
“A planned program using (the mass media or) advertising aimed at a particular target market or audience over a defined period of time for the purpose of increasing sales or raising awareness of a product or service.”
-BNET Business Dictionary

Health Communication (HC)
“The study & use of communication strategies to inform and influence individual & community decisions that enhance health.”
– National Cancer Institute

Health Communication
Based on an understanding of the needs & perceptions of intended audiences.
4 stages of HC process:
1. Planning & Strategic Dev
2. Concept & Message Dev/Testing
3. Implementation
4. Evaluation & Refinement

Source: NCI. Making Health Communication Programs Work ( 2002)

Considerations for HC efforts
Measurable goals
Identified target audience(s)
Consumer research, continuous assessment, evaluation
Messages & products (design, format, tone, source)
Channels & settings

Special Considerations for STD/ Sexual Health Campaigns
Findings from consumer research should be applied strategically & with caution
Attention-getting vs. stigmatizing
Efforts should not stigmatize or perpetuate myths, stereotypes.
What works in one community may not work in another.

Social Marketing (SM)
“ The use of commercial marketing * concepts, tools and programs designed to influence individuals’ behavior to improve their well being and that of society.”
– Social Marketing Institute
* Marketing = human activity directed at satisfying needs and wants through exchange process (i.e., transfer between two parties of something that has value to each party).”
- Kotler, 1976

Marketing Tools: The 4 P’s
Product
Price
Promotion
Place
These strategies evolve from consumer research (needs, desires, core values, perceived benefits)
Requires changing the offering to meet audience’s needs & wants; reframing the desired behavior to reinforce core values

Redefining the Public Health Product
“ Good marketers do not seek to persuade target audiences to do what the marketer believes they ought to do…Rather, they recognize that customers only take action when they believe it is in their interests…They recognize that they must often change their social marketing offerings & the way these are presented…”
Andreasen, 1995 (p.14-15)

SM Example: GYT
Product : STD information & test seeking
Price :
Financial: free/low-cost testing
Time: expedited testing
Psychological/physical: routine, quick & easy testing
Promotions :
On-air, online, SMS sweepstakes, & clinic/community programs
Celebrity spokespersons
Place :
Campaign website; Participating PPFA & other clinics
Bring testing to them (mobile vans in select locations)
Link consumers to local STD testing centers (SMS & online)

HC & SM: Similarities & Differences
Both are audience-centered , research-based (strategy-driven), & use segmentation for more effective targeting.
By definition, SM efforts target more than awareness/attitude change; focus is on behavior or social change.
In addition to communication strategies, SM applies strategic marketing principles to repackage, reposition & reframe the public health product.
Make it ‘fun, easy, popular” (Smith)

Idaho Family Planning, STD ճ HIV Program Prevention Campaign nakedtruth.idaho.gov

Formative Research
Telephone interviews
Sampled 433 15-24-year-olds in 32 counties across Idaho
Supplemental sampling used to target Hispanics; 26 surveys completed with Hispanic adolescents and young adults
Focus Groups gave feedback on:
Website and PSAs before launch
Language and radio stations used

Measure awareness of STDs, including HIV and Hepatitis
Gauge levels of knowledge of STDs
Identify factors that drive target population to make healthier decisions regarding STD prevention
Determine sources and types of information that will effectively reach and motivate 15-24-year-olds
Provide insights / information to aid in short- and long-range planning
Purpose of Survey

Summary of Research Facts from 2005 and 2007 Telephone Surveys
Target population (15-24) prefers to get facts on-line
A large percentage believe all STD/HIV are curable
Do not believe consistent use of condoms prevents STD
Do not believe they are at risk
15-17-year-olds are least informed

2008 Naked Truth Website Promotion
Website began May 1 st 2008 & was promoted using
Search engine optimization
Pay per click
Radio PSAs
To drive traffic to website
To increase awareness of STD in Hispanic community
Palm cards
"Don't be Condumb" condoms
"Don't be Condumb" frisbees d
On-line interactive quiz
Posters

“ The Call 1”
SFX: [ Dialing of voicemail ]
MACHINE: To hear new messages, press 1.
SFX: [ Sound of number 1 being pressed ]
MACHINE: First message.
DOCTOR: ( Concerned) Hello, Cathy, this is Doctor Ryan. I have the results of your STD and HIV tests. (Sound fades) Please call me immediately to schedule an appointment.
VO: You got this message over the radio. Don’t get it over the phone. If you have sex, don’t be condumb. Use one, every time. Or just don’t do it.
VO: This message is from the Idaho Department of Health and Welfare. For more information, dial the Idaho Careline at 2-1-1 or visit nakedtruth.idaho.gov.

“ The Call 2”
MACHINE: Please enter your patient code to receive your message.
SFX: [ Four beeps ]
MACHINE: Message for (Doctor’s voice) Chad.
DOCTOR: Chad this is Doctor Chang. Your lab tests have confirmed that you have contracted Chlamydia. (Sound fades) Please contact us immediately to schedule an appointment.
VO: You got this message over the radio. Don’t get it over the phone. If you have sex, don’t be condumb. Use one, every time. Or just don’t do it.
VO: This message is from the Idaho Department of Health and Welfare. For more information, dial the Idaho Careline at 2-1-1 or visit nakedtruth.idaho.gov.

Cost
Formative Research $30,000
Radio $66,000
Website $34,000
On-line Quiz $6,000
Frisbees $1,300
Posters $1,650
Condoms $1,800
Website Conversion into Spanish $9,500
Pay per click and Search Engine Optimization $8,400
Total $158,650

NakedTruth: Website Visitors
During the last 12 months:
22,570 absolute unique visitors to the site
92.43% of visitors have never visited the site before
Average 2,030 visitors per month
Visitors looked at an average of 3.2 pages
Time spent on average, two minutes

NakedTruth: Idaho Visitors
38% of visits are from Idaho (545 per month)
Idahoans view on average 5.64 pages
Stay at site for 3.39 minutes
Bounce rate is only 31.02%
84.76% of visitors have never visited the site before
Map Overview of Idaho Visitors

NakedTruth Pay-Per-Click Advertising
Pay-Per-Click (PPC)Overview
Purchasing sponsored links on search engine results pages can be an integral, ongoing part of any search engine optimization (SEO) campaign.
Advertisers pay their host only when their ad is clicked.
Research keyword phrases relevant to their target market.
Benefits of PPC
Target audience based on geographic, language, and demographics.
PPC listings can be launched very quickly.
Set budget limits – per day, per click, etc.
Adjust keywords and keyword click costs as necessary 24/7.

NakedTruth Pay-Per-Click Advertising
Targeted
Idaho only
Researched relevant keywords
The following keyword groups developed:
STD’s
Testing Facility
Condoms
$700/month budget set

NakedTruth PPC Ad Examples

Nakedtruth Pay-Per-Click
During the last 6 months:
61,010 people viewed the ads on Google
1,520 ad clicks – linked to website
Average click-through-rate of 2.5% per month
Google ad position between 2 and 3
Average cost-per-click of $1.23

Summary
Response has been positive
Need for more evaluation
Does viewing site motivate behavior change?
Does site increases STD testing and treatment of positives

Contacts
Annabeth Elliott, RN. STD Program Coordinator
Idaho Division of Health
[email_address]
208-334-6605
Jessica Waldorf
CLM Northwest; Account Coordinator
[email_address]
208-342-2525x227

Chlamydia & Gonorrhea Prevention Campaign and Home Test Kit: Targeting Young Women of Color Los Angeles County Department of Public Health STD Program September 2009

Communication Strategy
Marketing Target
Women
Age 15- 25
SPA 4 & 6 (Urban)
African-American
English & Spanish Dominant Latinas
Communication Objectives
Primary-
Test for CT/GC every 12 months (routine testing)
Sooner if symptomatic
Ask for test by name
Secondary-
Increase awareness about CT/GC
Increase knowledge about CT/GC

Communication Strategy (Cont.)
3 Funding Cycles
07-08
08-09
09-10
Drive target to web site and hotline for CT/GC home test kit
} Drive target to web site and hotline for clinic location

Formative Research

Results From Development Focus Groups
General
STDs are not a “top of mind” issue, even when asked about staying healthy
Health is more about eating right, exercising, vitamins, etc.
Articulated many future goals beyond relationships with men
Some steady relationships but also “Friends with benefits”
Did not see themselves as victims
Presented themselves as confident and self-possessed
CT/GC Knowledge
Most had heard of CT/GC, but little to no knowledge
Some believe they are well informed about STDs
Associated “nasty” and “dirty” with CT/GC
Surprised about LT consequences (i.e., infertility)
Distressed that could pass it on to infant (esp. Latina groups)
Surprised/shocked that disease could occur w/o symptoms
Unplanned pregnancy a bigger fear

Testing Behavior
More likely to test if…
Partner cheated
End of relationship
Symptoms emerge
As part of regular check-up
Many assume annual pap includes STD testing
CT/GC Testing Locations
Clinics received most favorable response
Mobile testing unit not well received
Too public/exposed
Not a place they would trust
Mixed results for the Home Test Kit (about ½ liked the idea)
Practical but concerns over using it correctly

Media Consumption
Online consumption important in all groups
Social Networking sites (i.e., Facebook, MySpace)
Gossip sites (PerezHilton)
Spanish dominant Latinas consume media differently from English speaking counterparts
Telenovelas are a mainstay
Internet used less
Radio consumed more
Message Delivery
Ads should speak their language – not preach/talk down to them

Syndicated (Secondary) Research
Spend a lot of time online
Consume news/info. like everyone else
But lots of time on social networking sites
Content creation (i.e., video/pic downloads/uploads)
Tune into primetime broadcast television
But also pay-TV like BET, MTV, Comedy Central, E!
Less time on radio and more on Digital Devices (i.e., iPod)
Lots of text messaging for socializing and coordinating meeting places
Simultaneous media consumption

Results From Concept Testing For I Know
Key Findings
Many women responded strongly to the empowerment idea and viewed models in each ad as aspirational but also like “everyday” people
Ideas like confidence, assuredness, and pride were key “takeaways”
Certain expressions like “friends with benefits” and “hooking up” felt timely, relevant, and appreciated – in the language that youth are actually using today
The mantra of “Don’t think. Know.” suggests something new to people and caused them to think about their behaviors in a different way
Staying on track for the future and being able to realize goals, and not being hindered by STDs was a motivating factor
This concept was most easily extendible across different media platforms including print, TV, radio, online, etc.

“I Know” Key Messages
CT is common/affects YOU: “over 30,000 women in LA get chlamydia every year”
CT/GC as sexual issues:
“ getting busy can mean trouble later”
“ some friends with benefits can be friends with drawbacks”
“ hooking up is more fun when you know where you stand”
Link to personal goals:
Getting tested
“ keeps me on track for the future”
“ keeps me healthy”
CT can “mess with having babies when I want to”
Linked to empowerment:
“ One word to describe the I Know girl is informed. I would like to be informed”
You can have CT/GC “and not know it” and “to know for sure”
Test because:
CT/GC are curable

The Campaign & Home Test Kit

Web Site

Ordering A Kit

Home Test Kit Contents

Home Test Kit Instructions Brochure

Find a Clinic

Find a Clinic – Google Map

Television Ad On Targeted Cable

>>> Aaron Plant 9/3/2009 3:31 PM >>> http:// www.youtube.com/watch?v =8NWXkXekATE Aaron Plant, MPH

Online Advertising

8-Sheets Outdoor

Bus Kings

Interior Bus Cards

Magazine Print Ads

Postcards

Ordered Kits
1,877 total orders
1,770 kits ordered 10 days ago or more
882 kits returned (50%)
75 positives (8.9%, adj. for rejected specimens, n=42)
Plurality of orders from high morbidity areas

Campaign Evaluation Plan N = 300 N = 150 N = 150 Total Pre N = 300 50% Ages 21-25 50% Ages 18-20 African American Females 33% Less Acculturated Ages 18-25 N = 300 33% Acculturated Ages 21-25 33% Acculturated Ages 18-20 Latina Females N = 600 Total Post Segments

DTK Costs
Design $81,485
:30 TV Spot $130,000
Media Buy $298,518
Evaluation
Baseline $26,668
Endline $52,850
Total (est.) $589,521

Contact
Jorge A. Montoya, Ph.D.
Director of Outreach, Research, Communications, & Assessment (ORCA)
STD Program
Department of Public Health County of Los Angeles
2615 S. Grand Ave., Rm. 500
Los Angeles, CA 90007
Office: 213.744.5958
Fax: 213.749.9606
E-Mail: JAMontoya@ph.lacounty.gov

Catch the Answers
HIV, STD, Viral Hepatitis Prevention Program
Bureau of Epidemiology
Division of Disease Control & Prevention
Utah Department of Health
www.CatchTheAnswers.com

Campaign Committee Members
Division Director Teresa Garrett, RN, MS
Bureau Director Jennifer Brown, JD, MS
Program Manager Lynn Meinor, RN, MS
STD Program Staff
Emily Holmes, BA
Matthew Mietchen, MPH
Marcee W. Mortensen, BS, CHES

Council of Community Clinics
Project SMART : Social Marketing as a Resource Tool
CDC funded to provide social marketing capacity building assistance

Campaign Timeline
Epidemiological Profile
Determined Target Audiences
Collaboration with Project SMART
Preliminary Surveys
Request for Proposal (Ad Agency)
Focus Groups
Campaign Launch
Post-Campaign Surveys

Campaign Goal
Increase knowledge and awareness about chlamydia and gonorrhea among Utah:
Young Adults (15 – 29)
Parents
Health Care Providers

Campaign Funding: House Bill 15
House Bill 15 requires the Department of Health to provide information
No funding for testing or treatment

Utah Epidemiological Data for Chlamydia & Gonorrhea
Chlamydia is the number one most frequently reported communicable disease in Utah.
In 2007, 66% of the total number of reported cases were diagnosed in individuals between the ages of 15 and 24.
Gonorrhea was ranked the fourth most frequently reported communicable disease in Utah in 2007.
In 2007, 70% of the total number of reported cases were diagnosed in individuals between the ages of 15 and 29 .

Preliminary Surveys
Surveys (Hard Copy)
457 young adult surveys were collected (age 18 and older)
Male 186 40.7%
Female 266 58.2%
Transgender 4 0.9%
Missing 1 0.2%
Age Groups
18 to 24 333 72.9%
25 to 29 92 20.1%
30 and older 32 7%

Preliminary Survey Data
What is the BEST way for you to get information about chlamydia and gonorrhea? (Choose only ONE)
Print Material(s) 153 33.5%
Web site 161 35.2%
Parent(s) 21 4.6%
Other 22 4.8%
Missing 100 21.9%

Preliminary Survey Data
Which of the following would you be willing to do to get more information about chlamydia and gonorrhea? (Check ALL that apply)
Talk to a doctor or nurse 292 63.9%
Talk to my parent(s) 80 17.5%
Talk to my teacher(s)/professor(s) 73 16%
Go to a Web site 301 65.9%
Read print materials 268 58.6%
I do not want more information
on STDs 51 11.2%
Other 13 2.8%
Missing 11 2.4%

Focus Groups
Young Adults
3 groups of 8 participants (24)
Parents
3 groups of 6 participants (18)
Health Care Providers
1 group of 5 participants (5)
As a result of the focus groups it was determined:
that a website was the best channel to deliver chlamydia and gonorrhea information to young adults.
that sparking curiosity through campaign messages would drive people to a website .

Campaign Messages:

Campaign Messages:
Can I catch gonorrhea in a hot tub?
What does a chlamydia look like?
If I can't see the gonorrhea, is it still there?
Can I kiss someone with chlamydia?
Can I get chlamydia from sharing an ice cream cone?

Campaign Products
Public Relations
News Release
Radio & Newspaper Interviews
Media:
Radio spots, billboards, busboards, and web banners
Outreach Events
Outdoor Concerts; campaign cards

Radio PSA

www.CatchTheAnswers.com

Website Analytics
From April 28, 2009 – June 30, 2009
5,032 Visits 4,488 People
Average Time on Site 00:03:01 Minutes
Bounce Rate: 32.35%
Visitors looked at an average of 5.69 pages per visit
Over 200 free text questions submitted

Campaign Budget
Agency Labor $21,375
Media – Radio $34,000
Media – Outdoor $15,000
Media – Online $4,000
Collateral Production $5,125
Radio Production $1,500
Miscellaneous Hard Costs $500
Focus Groups $1,000
Survey Evaluations Free
Total $82,500

Limitations
Analysis of post-campaign surveys is pending

Contact Information
Marcee W. Mortensen, BS, CHES
Campaign Coordinator
288 North 1460 West
Box 142104
Salt Lake City, Utah 84114-2104
Phone: (801) 538-6042
Fax: (801) 538-9913
E-mail: [email_address]

Social Marketing and Media Campaigns

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Social Marketing and Media Campaigns — Presentation Transcript