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F2 to nudge or to shove - scott crosby

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lgconf11
Health & Medicine
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Scott Crosby Regional Social Marketing Manager [email_address]
 
1936: A Philip Morris advert states: “their (group of doctors) tests proved conclusively that on changing to Philip Morris, every case of irritation due to smoking cleared completely or definitely improved”
Applying MINDSPACE ,[object Object],[object Object]
The challenge and opportunity ,[object Object],[object Object],[object Object],[object Object]
Changing behaviour ,[object Object],[object Object],[object Object],[object Object]
Social Norms ,[object Object],‘ We will encourage local communities to reshape social norms so that tobacco becomes less desirable, less acceptable, less, less accessible’ ‘ The more that smoking is seen to be a normal part of everyday life, the more likely it is that young people will take it up’ DH Healthy lives, healthy People A Tobacco Plan For England
Which one do you remember?
 
 
What message is this sending?
[object Object],Pre testing social norms survey But the reality is… 23% of Y&H Smoke - highest smoking prevalence in R&M Hull (38%). [IHS, July-June 2010]] 80% of people in Y&H have a smokefree Home (73%) have a smokefree car. [YouGov]
The social norms approach differs from traditional approaches:- ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Summary of pathfinders ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Community Pop, Houses Ethnic mix Leeds Seacroft 12238 4686 North 6196 South 1960 95% White British Scunthorpe North 23482 9000 9% BME: home to majority of Bang, Pak, Indian in NL Dewsbury West 19851 18,500 70% white; 23% Pak, 3% Indian Northeast Linc: Five Ways 36,000 15,280 98% White British Wakefield Featherstone 10000 British White Sheffield Southey, Owlerton 31220 13600 96% white British Calderdale Council 4334 (1334 R&M) Ethnic mix probably white British Rotherham Treeton 2514 750 99.4% white Hull Thorton Estate 4000 2700 65% British Barnsley Thurnscoe 9341 99% British
* Source: Independent survey by Tangible Branding Limited, February 2010. In blind head-to-head tests between Costa's Flat White and a Flat White from Starbucks, 62% of respondents who identified themselves as 'Coffee Lovers' preferred Costa's Flat White. Total sample size 157. Number of participants identifying themselves as coffee lovers: 84.

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F2 to nudge or to shove - scott crosby

  • 1. Scott Crosby Regional Social Marketing Manager [email_address]
  • 2.  
  • 3. 1936: A Philip Morris advert states: “their (group of doctors) tests proved conclusively that on changing to Philip Morris, every case of irritation due to smoking cleared completely or definitely improved”
  • 4.
  • 5.
  • 6.
  • 7.
  • 8. Which one do you remember?
  • 9.  
  • 10.  
  • 11. What message is this sending?
  • 12.
  • 13.
  • 14.
  • 15. * Source: Independent survey by Tangible Branding Limited, February 2010. In blind head-to-head tests between Costa's Flat White and a Flat White from Starbucks, 62% of respondents who identified themselves as 'Coffee Lovers' preferred Costa's Flat White. Total sample size 157. Number of participants identifying themselves as coffee lovers: 84.