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Condom Distribution, Kenya
• Beginning in 1990, Population
Services International (PSI)
worked with Kenyan government
to i...
PSI/Kenya Results
• Male youth:
– Increase in condom use at last sex with all non-spousal
partners (46.8% in 2001 to 53% i...
VERB Campaign, United States
• Developed by the CDC
• Results:
– found increased levels of physical activity
among youth
–...
Identify Desired Behavior Change
1.
2.
3.
4.

Accept or adopt a new behavior
Reject a potential behavior
Modify a current ...
Car Seats, Dallas, TX
• Injury Prevention Center worked to increase car seat usage
among Hispanic women

“It’s in God’s
ha...
Red Card Campaign, Madagascar
• In October 2006, the Red
Card campaign was
launched through a massmedia effort
• To give y...
Red Card Campaign, Madagascar
• As of July 2007, over 200,000 Red Cards had
been distributed following short 2-hour
worksh...
4 Ps Exercise
• Take a moment to think of an issue on your
campus or in your community that you might
wish to address
• Ch...
Examples
Verb:
• Actual Product: Play (physical activity)
• Core Product: Fun!
• Augmented Product: Yellowball
Price: Barriers
•
•
•
•
•

What are the actual costs or barriers to action?
What are the perceived costs or barriers to ac...
Drunk Driving in Wisconsin
• http://youtu.be/-gOfbL3Fh8k?t=2m44s
Road Crew Campaign,
Wisconsin Dept. of Transportation
• Nearly 20,000 rides given from
2002-2003
• Rides prevented an esti...
Angler Outreach Program, CA
•

•

•

To reduce consumption of locallycaught white croaker contaminated
with DDT and other ...
Potential pitfalls
• Insufficient formative research with target
audience
– Message may not resonate
– Cultural incompeten...
Tactics: Spring 2014
• WIThero Workshops
– 90 minute bystander intervention
skills training
– Participants get a free WITh...
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
Social Marketing in College Health: What it is, when to use it, and how to get results
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Social Marketing in College Health: What it is, when to use it, and how to get results

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Social Marketing utilizes commercial marketing strategies to influence behavior change for the social good. This presentation introduces social marketing and its use for college wellness education and health promotion. It was presented at the New England and New York State College Health Association Annual Meeting in Burlington, VT, 2013.

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Social Marketing in College Health: What it is, when to use it, and how to get results

  1. 1. Condom Distribution, Kenya • Beginning in 1990, Population Services International (PSI) worked with Kenyan government to increase condom access and use • Created the Trust condom brand • Campaign strategy: – Targeted 15- to 24-year-olds – Early campaigns focused on condom efficacy, risk perception, and trusted partner myth – Positioned Trust condoms as cool, “must carry” item for young guys – Later, switched to focusing on self-efficacy and social norms
  2. 2. PSI/Kenya Results • Male youth: – Increase in condom use at last sex with all non-spousal partners (46.8% in 2001 to 53% in 2009) – Increase in reported consistent condom use with all nonspousal partners (27.2% in 2001 to 39.9% in 2007) – Increase in condom use at last sex with casual partners (54.2% in 2001 to 65.3% in 2009) • Stimulated market growth – Now more than 15 condom brands on the market • 30% of retail outlets sell Trust condoms • 300 million condoms distributed since 1998
  3. 3. VERB Campaign, United States • Developed by the CDC • Results: – found increased levels of physical activity among youth – determined that using social marketing to promote physical activity was a promising strategy • Sources: – http://pediatrics.aappublications.org/cgi/ reprint/116/2/e277 – http://www.cdc.gov/pcd/issues/2004/jul /04_0043.htm – http://www.cdc.gov/youthcampaign/rese arch/PDF/year2_evaluation.pdf
  4. 4. Identify Desired Behavior Change 1. 2. 3. 4. Accept or adopt a new behavior Reject a potential behavior Modify a current behavior Abandon an old behavior
  5. 5. Car Seats, Dallas, TX • Injury Prevention Center worked to increase car seat usage among Hispanic women “It’s in God’s hands.” • In 3 years, car seat usage among Hispanic preschool children went from21% to 73% • In 6 years, car seat usage had surpassed85%
  6. 6. Red Card Campaign, Madagascar • In October 2006, the Red Card campaign was launched through a massmedia effort • To give young women tools to say “no” or turn down sexual advances • TV spots utilizedSocial Cognitive Theory – Role modeling – Self-efficacy – Social norms
  7. 7. Red Card Campaign, Madagascar • As of July 2007, over 200,000 Red Cards had been distributed following short 2-hour workshops • 2,000 Red Card clubs formed • Large increase in calls made to the national HIV/AIDS hotline • Using the card as a conversation starter with boyfriends, friends, and relatives
  8. 8. 4 Ps Exercise • Take a moment to think of an issue on your campus or in your community that you might wish to address • Choose your target audience and your desired behavior change • Follow along filling in your Planning Worksheet as we go
  9. 9. Examples Verb: • Actual Product: Play (physical activity) • Core Product: Fun! • Augmented Product: Yellowball
  10. 10. Price: Barriers • • • • • What are the actual costs or barriers to action? What are the perceived costs or barriers to action? What are the perceived benefits to action? What can we do to offset the costs of actual barriers? What can we do to reassure the audience about perceived barriers? • What can we do to sweeten the deal?
  11. 11. Drunk Driving in Wisconsin • http://youtu.be/-gOfbL3Fh8k?t=2m44s
  12. 12. Road Crew Campaign, Wisconsin Dept. of Transportation • Nearly 20,000 rides given from 2002-2003 • Rides prevented an estimated 15 alcohol-related crashes that year, a 17% reduction • Average crash costs $56,000. Implementing road crew cost $15,000, estimated savings of $615,000 in first year
  13. 13. Angler Outreach Program, CA • • • To reduce consumption of locallycaught white croaker contaminated with DDT and other chemicals in LA and Orange Counties Formative research: – Anglers would be motivated by a directive from health officials – Anglers were very motivated to protect the health of their children – Not knowing white croaker was contaminated was the strongest barrier The intervention reduced the number of white croaker entering the community by 93%
  14. 14. Potential pitfalls • Insufficient formative research with target audience – Message may not resonate – Cultural incompetency • No “buy-in” from target audience or community • No clear behavioral directive • Unintended consequences
  15. 15. Tactics: Spring 2014 • WIThero Workshops – 90 minute bystander intervention skills training – Participants get a free WIThero tshirt • Roleplay video created by student leaders • Posters and infographics addressing self-efficacy • Take Back the Night • WIThero party, co-sponsored by Student Events Board

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