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Evaluating Social Marketing in the Context of Financial Literacy and Education Programs
The document discusses a workshop focused on evaluating social marketing in financial literacy and education, emphasizing the need to measure the effectiveness of financial education programs. It outlines the principles of social marketing, including the importance of audience perspective and the relevancy of measuring intermediate effects such as access and long-term behavior change. Key questions for interpreting results and improving programs are also highlighted.
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Evaluating Social Marketing in the Context of Financial Literacy and Education Programs
- 1. Evaluating Social Marketingin the Context of Financial Literacy and Education ProgramsWorkshop on Measuring Financial Capability and the Effectiveness of Financial EducationWorld Bank, Washington, DC13 November 2009R. Craig Lefebvre, PhD Research Professor, George Washington Universitychief maven, socialShifting
- 2. What is SocialMarketing?
- 3. What is socialmarketing?Viewing ideas, practices, and social causes in the context of markets.Applying marketing thought and techniques to public/social goods.
- 4. Markets Are theContext for Risk – Not People…someone who has a personal or situational disadvantage in the marketplace that might create negative outcomes for the individual or society.
- 5. How Effective areHealth Communication Campaigns?5%
- 6. What is SocialMarketing?
- 7. What Should BeMeasured?Monitor relevant intermediate effects EquityMarket shareMarket efficienciesCost effectivenessAccessLong-term behavior change
- 8. How Should TheyBe Interpreted?How does it improve the program?Is the audience perspective incorporated?What is the relationship of the audience to the program?Were exposure targets met?Has there been enough time to see measurable change?
Editor's Notes
- #6 The question isn’t whether they are effective – it’s what is the average effect size they achieve (how much change do they result in)?About 5 percentage points, so that a baseline level of a behavior usually in increased, for example, from 60 to 65%. Campaigns for seat belt use (r = .15), dental care (r =.13) and adult alcohol reduction (r = .11) have had the strongest effects, while youth alcohol and drug campaigns have had the least (r = .01 -.02). Family planning (r = .06)Youth smoking prevention (r = .06)Heart disease reduction (including nutrition and physical activity; r = .05)Sexual risk taking (r = .04)Mammography screening (r = .04)Adult smoking prevention (r = .04)Youth alcohol prevention and cessation (r = .04 - .07)Tobacco prevention (r = .04)Preliminary findings (smaller number of studies)International breast feeding (r = .17)Fruit and vegetable campaigns (r = .08)In-school nutrition programs aimed at 4-5th graders (r = .12)