Using social marketing to reduce mental health discrimination


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Kate Stringer and Sarah Cohen, Time to Change

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Using social marketing to reduce mental health discrimination

  1. 1. Social Marketing Conference:Changing Behaviour Through Communications 30 November 2011
  2. 2. Using social marketing to reducemental health discriminationKate Stringer, Communications ManagerSarah Cohen, Head of Social MarketingTime to Change
  3. 3. Why does Time to Change need social marketing?• 9 out of 10 people with mental health problems experience stigma and discrimination in some area of life• 8 out of 10 have been discriminated against in their personal lives – from family, friends, neighbours, partners, in their social lives or dating• Nearly three quarters would feel uncomfortable disclosing their diagnosis to a work colleague• Two thirds say the stigma is as bad as or worse than the illness itself “ I suddenly got abuse in the streets. The friends that I’d had drifted away, I didn’t leave the house unless it was absolutely necessary. I felt like I never connected with anyone or like they wanted or cared about helping me.” “It has caused family and friends to drop me.”
  4. 4. Aims for our social marketing campaign• Change public attitudes towards mental health (5%)• Change the way the public behave towards people with mental health problems (5%)• Now we also need to maintain behaviour change
  5. 5. Insight driven approachBe clear about the behaviour change you want to seeFor Time to Change• First year spent on research & development• Understanding what discrimination people experienced and who from• Identifying a clear target audience – ‘subconscious stigmatisers’• What had worked in other campaigns
  6. 6. Audience-focused I wouldn’t want Friends are anyone to importantTake time to understand your audience’s know attitudes The fear Discrimination? factor What’s that got toFor Time to Change do with mental• Depth interviews health? Walking on• Insights summary guides all campaign eggshells planning Lack of• Focus groups to test all concepts and get understanding That’s sad, but it’s the language right and not me - stigma is• Evaluation of every campaign burst to information often subconscious check it’s communicating effectively There’s no connection between my life and mental health problems
  7. 7. Exchange principle• What will motivate your audience to change?• What are the barriers?• How can you help overcome these, or provide a payoff?For TTC:• Providing knowledge• Taking away fear and awkwardness• Providing tools and tips for conversations
  8. 8. Social normsPeople don’t want to be out of step or display unacceptable behaviourFor TTC:• Wall of pledges• 1 in 4 message• Bringing stigma and discrimination out into the open
  9. 9. Take your audience on a journey – at their paceYear 2 Year 3 Year 4• Getting • Encouraging • Driving straight to discrimination on audience to action the agenda recognise their own • Modelling ‘good’• Providing prejudice behaviour knowledge• Creating relevance
  10. 10. Watch the It’s time to talk advert
  11. 11. Repeating messages at a local levelDelivering the same messages through national advertising and in local communities is effectiveFor TTC:• Stakeholders with shared objectives have helped engage local communities• Free tools and materials• Proactive stakeholder engagement• Local roadshows as well as national advertising• Allowed partner organisations to adapt and regionalise our artwork
  12. 12. Clear call to actionBe clear what action you want people to takeFor TTC:• First year our call to action wasn’t clear• Second year – pledging• Third year – ‘Time to talk’ – drove people straight to clear action in their own lives
  13. 13. Evaluation• Evaluate attitude change and behaviour change in different ways• Attitude change – asking the public what they think• Behaviour change – asking people with mental health problems whether they’re experiencing less discrimination• Also use traditional market research methods to test how effectively the campaign is communicating• Also anecdotal evidence of impact – 100% increase in Facebook fans after a campaign burst – People telling us they have felt more able to be open about a mental health problem or that their family and friends have felt more comfortable talking to them
  14. 14. Lessons learntBe clear about who the campaign is aimed at• You may have to balance two audiences – those whose attitudes you need to change and those who your charity represents
  15. 15. Lessons learntYou can’t always control your brand• Social marketing is not about brand awareness• If the behaviour change you want to see, does it matter if people have heard of you?• Letting others deliver your messages can be the most effective approach• Local partners might deliver your message in a different way or get their brand recognised more than yours – but they are still getting the message out
  16. 16. Lessons learntYou can change behaviour without changingattitudes • We have seen a bigger reduction in discrimination than we have an improvement in attitudes • Behaviour change has been sustained while attitudes are more volatile • Be clear what you’re asking people to do, and support them to do it
  17. 17. Lessons learntBehaviour change isn’t linear• Your audience is not one entity• People will move through the different stages of behaviour change at different times• Different groups and communities may need tailored approaches• Tracking helps you to pick up on what’s working for different groups and adapt accordingly
  18. 18. Thank you