Social Marketing for Problem Gambling Prevention

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Jennifer Messenger Heilbronner, Metropolitan Group.
Presented at the 2011 Oregon Problem Gambling Services Spring Training. Please contact presenter directly for use of materials in this presentation. (jmessenger@metgroup.com)

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  • 1-1:05
  • 1:05-15
  • 1:15-25 for this and next 3 slides Gambling can be an addiction Oregon = top in the nation for gambling availability 1 in 50 Oregonians has a gambling problem Can be inked to bankruptcy, lost productivity, poverty, mental health issues, family disruption, violence, crime, suicide. Socioeconomic cost of $449 million Gambling devastates lives and families http://www.ncpgambling.org/files/public/FSYouth2007.pdf http://www.socialsciencespace.com/2011/04/increase-in-internet-gambling-among-male-youth/ http://www.addictionrecov.org/proctorinfo.aspx?SubCategoryID=55
  • Gambling is becoming the norm among youth, increasing their risk of developing a gambling problem. Teens live in the moment, have poor impulse control, are tech-savvy and are risk-takers. Poker games, sports bets, casino nights = stamp of approval. National Annenberg Survey of Youth: monthly online gambling went from 4% (2008) to 16% (2010) among college-age males. http://www.ncpgambling.org/files/public/FSYouth2007.pdf http://www.socialsciencespace.com/2011/04/increase-in-internet-gambling-among-male-youth/ http://www.addictionrecov.org/proctorinfo.aspx?SubCategoryID=55
  • 1:25-30 for this and the next
  • 1:30-35 We can select segments based on: responsiveness/ease of change; size and impact; need; media channels they use; their influence on our primary audience. The most appropriate intervention varies. For example, could base it on: audience’s readiness to change; the costs they associate with the behavior; their level of awareness; where we can reach them; etc. Example: CRC, another health issue that isn’t on the radar and we need it to be. Opportunity: screened people are powerful motivators. Audience: screened, 50+, skewing female.
  • 1:35-45, including discussion
  • 1:45-1:55 for this and next 3 Competition: Target audience can go somewhere else or do something else or maintain current behavior Modify program, delivery, service provider or the product to make the competing behavior less attractive, less available, or more costly
  • What do we give? What do we get? What’s the competition?
  • What do we give? Time, embarrassment What do we get? Help others achieve peace of mind, no cancer. Be a leader, create change. What’s the competition? Blissful ignorance/silence/status quo
  • What do we give? What do we get? What’s the competition?
  • 1:55-2:05 including discussion
  • 2:05-10
  • 2:10-20 including discussion
  • 2:20-2:35 for this and each definition slide
  • The product is what we are offering and its benefits. It can be tangible, like a service or a behavior or a condom or low-fat food. It can be intangible, like a youthful feeling, peace of mind, or the hope to do something you want to do (like being able to wear your prom dress if you don’t become pregnant). Focus on benefits that are important to our audience. CRC: talk about being screened, save a life
  • Price: This is the downside of what we are asking our audience to do….things that they have to give up. The perceived costs have to be less than the perceived benefits for people to act. Marketing looks at ways to increase the benefits and lower the costs of behavior. CRC: embarrassment, cost of procedure (trepidation for citizens or docs to recommend to others)
  • Place: Where/When might people think about our issue/problem? Example: for nutrition--at a restaurant; at a snack machine at work; in the grocery store Where might they be in right frame of mind? Example: for family planning--post-partum in the hospital; at a pregnancy test; at a bar before a date Where/When can we put information or service? Where does our audience already gather? Example: for Senior Vaccinations--at a senior citizen center; at a church; at an elderly nutrition program ; “Golden Agers” night at a restaurant CRC: doctor’s office, social media, in friend’s hands (palm cards), gatherings (lunch and learn, workplace)
  • CRC: billboards, radio, print, earned media, social media, grassroots
  • Policy that motivates voluntary change, for example funding for a mobile mammography clinic. Policies that punishes “bad” behaviors would be like raising the insurance premiums for women for not getting a mammogram. We can use social marketing to affect policy and legislation. Changes in these arenas can support behavior change. Policy by itself is not social marketing. Much of what we do is work with policymakers (boards of health, county commissioners, legislators). Turning Point is about collaboration--we can use the “4 Ps” to help us collaborate more effectively. CRC: ensure coverage (public policy AND hospital/provider policy).
  • 2:35-50
  • 2:50-3 for this and wrap up
  • Social Marketing for Problem Gambling Prevention

    1. 2. Social Marketing to Support Problem Gambling Prevention Jennifer Messenger Heilbronner May 12, 2011
    2. 3. Our plan for today <ul><li>Define the problem we face </li></ul><ul><li>Explore social marketing as a solution </li></ul><ul><li>Identify audiences, hone in on one </li></ul><ul><li>Define the behavior change we seek </li></ul><ul><li>Clarify our message </li></ul><ul><li>Outline our social marketing strategy </li></ul><ul><li>Begin our work together—TA to come </li></ul><ul><li>Other? </li></ul>
    3. 4. OK, so who’s here?
    4. 5. The health problem: Gambling is a serious risk behavior
    5. 6. The health problem: Gambling is increasing among youth
    6. 7. Our goal as prevention advocates <ul><li>Shift the perception of gambling </li></ul><ul><ul><li>from fun and risk-free… </li></ul></ul><ul><ul><li>… to something we need to consider carefully </li></ul></ul><ul><ul><li>(without being the fun police!) </li></ul></ul><ul><li>Shift community norms around gambling </li></ul><ul><ul><li>reflect its potentially addictive nature </li></ul></ul><ul><ul><li>take as seriously as other risk behaviors </li></ul></ul><ul><li>Other? </li></ul>
    7. 8. Social marketing as a strategy <ul><li>Influencing human behavior on a large scale </li></ul><ul><li>using marketing principles </li></ul><ul><li>for the purpose of societal benefit </li></ul><ul><li>rather than commercial profit </li></ul><ul><li>( W. Smith, Academy for Educational Development ) </li></ul>
    8. 9. Social marketing is not <ul><li>Not solely advertising </li></ul><ul><li>Not driven by organizational experts’ agendas </li></ul><ul><li>Not promotion or media outreach only </li></ul><ul><li>Not about coercing behaviors </li></ul><ul><ul><li>through punishment </li></ul></ul><ul><li>Not a “one approach” model </li></ul><ul><li>(Turning Point Social Marketing National Excellence Collaborative) </li></ul>
    9. 10. Key elements of social marketing::: Audience-driven <ul><li>What actions could reduce the problem? </li></ul><ul><li>What audiences could take those actions? </li></ul><ul><ul><li>Understand their point of view </li></ul></ul><ul><ul><li>Align with their values </li></ul></ul><ul><ul><li>Meet their needs AND ours </li></ul></ul><ul><li>How can we segment those audiences? </li></ul><ul><li>Can we do any research? </li></ul>
    10. 11. Work time: Target audience <ul><li>Who are our key audiences? </li></ul><ul><li>What do we need them to do? </li></ul><ul><li>What do we know about them? </li></ul><ul><li>What do we need to find out? </li></ul>
    11. 12. Key elements of social marketing: Exchange theory <ul><li>You do this, you get that in return </li></ul><ul><li>Highlight benefits </li></ul><ul><li>Decrease barriers/costs </li></ul><ul><ul><li>Financial </li></ul></ul><ul><ul><li>Time </li></ul></ul><ul><ul><li>Effort </li></ul></ul><ul><ul><li>Lifestyle </li></ul></ul><ul><ul><li>Emotional </li></ul></ul><ul><ul><li>Logistical </li></ul></ul><ul><ul><li>Etc. </li></ul></ul><ul><li>Consider competition </li></ul>
    12. 13. What’s the exchange?
    13. 14. What’s the exchange?
    14. 15. What’s the exchange?
    15. 16. Work time: Behavior objective/exchange <ul><li>Choose one of your audience segments. </li></ul><ul><li>We want them to… </li></ul><ul><li>And in return they get… </li></ul><ul><li>The competition for this behavior is… </li></ul>
    16. 17. Message consistency <ul><li>Tailored, consistent, relevant to the audience </li></ul><ul><li>What : Gambling can become just as addictive as drugs, alcohol and other substances </li></ul><ul><li>So what : Gambling is not a healthy activity for youth; not a healthy alternative to drinking, etc. </li></ul><ul><li>Now what : </li></ul><ul><ul><li>Make problem gambling a part of ongoing, already established prevention efforts </li></ul></ul><ul><ul><li>Signs of addiction = xxxx. Treatment is free, confidential and it works </li></ul></ul>
    17. 18. Work time <ul><li>Customize the message for your audience: </li></ul><ul><li>What </li></ul><ul><li>So what </li></ul><ul><li>Now what </li></ul>
    18. 19. The 4Ps/the Marketing Mix <ul><li>Develop an intervention to reach the specific audience </li></ul><ul><li>Adjust these to make the exchange more appealing or possible </li></ul><ul><ul><li>Product </li></ul></ul><ul><ul><li>Price </li></ul></ul><ul><ul><li>Place </li></ul></ul><ul><ul><li>Promotion </li></ul></ul><ul><ul><li>(Politics) </li></ul></ul>
    19. 20. Product <ul><li>Behavior, service, product being exchanged for a price and benefit </li></ul><ul><ul><li>May be tangible (condom, food) </li></ul></ul><ul><ul><li>May be intangible (feeling, ability to do what you want) </li></ul></ul><ul><li>Benefits must be important to audience </li></ul><ul><li>Must be competitive! </li></ul>
    20. 21. Price <ul><li>Cost to the target audience of changing behavior </li></ul><ul><ul><li>The “downside,” what they have to give up </li></ul></ul><ul><li>Increase the benefit, lower the cost </li></ul>
    21. 22. Place <ul><li>Where/when </li></ul><ul><ul><li>the product is available </li></ul></ul><ul><ul><li>people think of our issue </li></ul></ul><ul><ul><li>they might be in the right frame of mind </li></ul></ul><ul><ul><li>we can offer information or service </li></ul></ul><ul><ul><li>our audience gathers </li></ul></ul><ul><li>Create easy access </li></ul>
    22. 23. Promotion <ul><li>Communicating to the audience about product/program, price, and place variables </li></ul><ul><ul><li>advertising </li></ul></ul><ul><ul><li>media relations </li></ul></ul><ul><ul><li>social media/online </li></ul></ul><ul><ul><li>events </li></ul></ul><ul><ul><li>grassroots engagement </li></ul></ul><ul><ul><li>entertainment </li></ul></ul><ul><ul><li>direct mail </li></ul></ul><ul><li>Get attention, be relevant, REPEAT </li></ul>
    23. 24. Politics <ul><li>Stimulate policy/rules that influence voluntary behavior change </li></ul><ul><ul><li>systems and environmental change factors </li></ul></ul><ul><li>Not policies that punish “bad” behaviors </li></ul>
    24. 25. Work time: Social marketing strategy <ul><li>For your audience segment, define your marketing mix: </li></ul><ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Place </li></ul><ul><li>Promotion </li></ul><ul><li>Policy </li></ul>
    25. 26. Discussion Questions Ideas

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