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Social Marketing and Media Campaigns
1. Social Marketing and Media Campaigns PTB Program Improvement Webinar September 8, 2009
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3. 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.
31. Chlamydia & Gonorrhea Prevention Campaign and Home Test Kit: Targeting Young Women of Color Los Angeles County Department of Public Health STD Program September 2009
58. 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
HC- Involves more than production of messages & materials Research/audience-centered Doesn’t necessarily use mass media or advertising, but is focused on communication.
1. Exploratory research used to assess the health issue & identify all components of possible solutions: Review available data (epi, beh, consumer srv, other) Environmental scan to identify gaps & best practices Determine if HC intervention is appropriate. If so: Define communication objectives, audience(s) *Learn about target audiences* Develop communication strategy for intended audience(s) Identify potential partners Develop evaluation plan 2. Test concepts & messages for: Acceptability, Understandability, Relevance, Appropriateness, Effectiveness, Credibility, Potential unintended consequences Identify effective messaging, design, format, tone, sources, channels & settings. 4. Process Evaluation/ Tracking Are messages delivered appropriately, effectively, efficiently? Are messages reaching intended audiences & meeting info needs? Identify partnership successes/failures, emerging partner needs Need for refinements/redirection? Outcome/Impact Evaluation Has campaign impacted audience awareness, knowledge, attitudes, or behavior? Are there any unforeseen results/unintended consequences? Need for refinement/redirection?
Attention-getting, humorous or fear-based vs. stigma Misconceptions & stigma keep many from seeking STD information, testing & treatment; & from having open sexual health discussions Some high-risk groups already stigmatized/discriminated What works in one community --even if research-based & strategically developed-- may not work in another
Focus: based on commercial marketing practices, BEHAVIOR change (not just attitude, awareness) Increasingly, focus is shifting beyond individual behavior (lifestyle) change, to use marketing principles to: improve social & economic conditions promote social policy change. to address poverty, hunger, housing, unemployment, education, environment, crime, social support The consumer= the central focus for planning and conducting a program. strategies based on their wants and needs rather than what good health practice directs that they should do. While people want health, it is not always a priority. Often, to achieve it, people must give up time, convenience, money, pleasure. What’s the benefit to consumer?
“ Marketing Mix” Product. Targeted behavior change +/ potential benefits/gains for intended audience Price. Cost to consumer to receive program benefits (in/tangible); what consumer must give up Promotion. How the exchange is communicated (appeals used) Place . Channels & settings used to reach intended audience (e.g., mass media, community, interpersonal) These strategies evolve from consumer research -to determine what benefits and costs they would consider acceptable and how they might be reached. importance of understanding intended audiences
On-Air: PSAs, bumpers, news segments, programming/content integration. Online: Campaign website; celebrity blogs, tweets; presence on MySpace, Facebook, YouTube, Second Life. SMS:Clinic locator, contests/sweepstakes Community & Clinic outreach: Clinic kits [ waiting room DVD (w/PSAs, MTV news segments), CDs (campaign artwork), branded promotional materials (posters, buttons, stickers, condoms]; promotions, events link them with local STD testing centers. -- bringing information about nearby STD testing locations to them Special incentives encourage young people to get tested for STDs during April
audience has primary, interactive role in process Both= grounded in consumer research - to determine: - what benefits and costs they would consider acceptable how they might be reached. importance of understanding intended audiences & designing strategies based on their wants and needs (rather than what good health practice directs that they should do) Segmentation: the purpose of finding & addressing common benefits/barriers SM considers each element of the marketing mix & how they could be applied to the situation & selects the best elements to address it, based on goals & resources.
People say "dont be condumb" really stuck in their heads, and the local DJs have had a lot of fun with it.
Target Women because… The bear the majority of the burden for CT/GC Complications are more devastating women Woman are more likely to access regular/routine reproductive healthcare services Communication objs… Easily cured Detection can lead to treatment for partner through PDT
Target Women because… The bear the majority of the burden for CT/GC Complications are more devastating women Woman are more likely to access regular/routine reproductive healthcare services Communication objs… Easily cured Detection can lead to treatment for partner through PDT
Development Focus Groups 8 Groups (51 participants) Ages 18 – 25 Younger (<21), Older (>21) 6 English (older, younger African American & Latina) 2 Spanish Dominant (older, younger Latina) Concept Testing Focus Groups 3 Groups (~30 participants) Ethnicity, mixed Two English groups One Spanish group
Social marketing concepts were shown to members of target population in set of focus groups Testing concepts but also tested different messages and motivators
Commercial with test kit to air with launch of kit online Cost $130,000
Online ads ran on targeted sites such as: LA.com, Facebook.com, BlackPlanet.com and Migente.com. They ran as a combination of rich and non-rich ad units. The TV spots ran as video ad units on some sites. Interactive ad buys account for a large percentage of the microsite traffic.
Outdoor 07-08 8-Sheets are a very cost effective way to surround the target audience in their neighborhoods where they live, work and socialize. Each 8-sheet is roughly 1/4 the size of a standard billboard.
Since full bus wraps can be very costly in terms of production, Bus Kings are the next best thing. Bus Kings appear on the non-passenger-entrance side of the bus; thus they face the traffic side.
Interior Bus Cards command the attention of a captive audience. Regular bus riders will be exposed multiple times therefore reinforcing the message over time.
LA Weekly was chosen to reach a broad, young audience in a compatible, lifestyle environment.
GUERILLA - Postcard-like units were printed and distributed in hair and nail salons across Los Angeles. These venues are ideal because they are distributed in an environment when the target doesn’t expect a sexual health message.
Target Women because… The bear the majority of the burden for CT/GC Complications are more devastating women Woman are more likely to access regular/routine reproductive healthcare services Communication objs… Easily cured Detection can lead to treatment for partner through PDT
