Potentials and limitations of changing behaviour through communications
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This document summarizes a social marketing conference on changing behavior through communications. The conference included presentations on the potentials and limitations of social marketing from John Isitt, the director of Resonant Media. It discussed understanding target audiences and their context, developing insights into unmet needs, co-producing solutions, and evaluating outcomes through a case study that increased cervical cancer screening rates by 24.3% through priming letters. The key takeaways were to understand customers, champion their needs, and know when to change or adapt behaviors.
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Potentials and limitations of changing behaviour through communications
- 1. Social Marketing Conference: Changing Behaviour Through Communications 30 November 2011 www.charitycomms.org.uk www.twitter.com/CharityComms www.facebook.com/CharityComms
- 2. Changing behaviour through communications Potentials and limitations John Isitt Director Resonant Media
- 3. Good news
- 4. Limitations
- 7. Marketing should start here Not here! Problem Scoping Development Delivery Outcome
- 9. Context of their lives
- 10. Mums live hectic lives Often stressed with little time for self Stressed Chaotic “mornings hell on earth, ground hog “rushing breakfast, rushing clothes, day, routine, trying to do everything, rushing out the door” (1) organise kids, get them to school, its manic” (2) Little Time for Self Typical Aim for routine “best time of day is probably Day “you have to have a when sitting on the loo” (1) routine or you will never survive” (1) Friends and family Yet support often important support lacking (especially for single “I’ve got no help really, my family live in London, so its between me mums) and my partner” (2) “my mum lives two doors away” (1)
- 11. Context of their lives People are different
- 12. Demographics, a good start, but may not be enough... demographic male born 1948 British 2nd marriage affluent well known family
- 13. Context of their lives People are different How do people really behave?
- 14. Insight
- 15. Insight is the flash of understanding regarding an unidentified or unmet need of the customer. Or a new or better way to satisfy an existing need.
- 17. Co-production
- 18. Case study Increasing cervical screening rates
- 19. 2,873 women diagnosed in the UK 941 deaths 79.5% national screening rate 71.5% screening rate in Tower Hamlets Targeting: Women aged 25 to 34 years
- 20. Scoping No cultural experience (of smear tests) Confused Little knowledge Fearful / embarrassed Don’t have the time Refuseniks
- 21. Scoping Development
- 22. Scoping Development Implement
- 23. Implement
- 24. Implement
- 25. Implement
- 26. Scoping Development Implement Evaluate
- 27. Evaluate 24.3% increase in attendance 52% encouraged to attend due to priming letters
- 28. In summary 1. Understand our customers 2. Champion our customers 3. Know when to Change and/or Adapt to their behaviours
- 29. Thank you John Isitt john@resonantmedia.co. uk Want to know more? Call 020 7498 8055 or visit www.resonantmedia.co.uk