Social Marketing for Health, by Sarah Toy for Sustrans
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This set of slides is from the The National Social Marketing and Communications for Health Conference: Changing Behaviour, Improving Outcomes 2014, and was delivered by Sarah Toy, Sustrans' Head of Workplace, Education & Community Projects.
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Social Marketing for Health, by Sarah Toy for Sustrans
- 1. Social marketing for health Sarah Toy Head of Smarter Choices
- 2. Social marketing for health: role of NGOs like Sustrans Overview • Introduction to Sustrans • Choice or habit? • From sanitation to active travel • Characteristics of social marketing • Social marketing and NGOs • Case study: Luton Activate Fitbug Programme
- 3. Why Sustrans exists: to transform the way people make journeys under 5 miles
- 4. Sustrans’ Call to Action Doubling the number of sustainable trips under 5 miles by 2020
- 5. Our vision is a world in which people choose to travel in ways that benefit their health and the environment
- 8. Understanding human behaviour is complex
- 9. Theory of Planned Behaviour (TPB) …assumes humans make rational choices!
- 10. From sanitation to active travel…
- 11. Characteristics of social marketing • Sets behavioural goals • Makes judicious use of theory • Uses consumer research and pretesting • Is insight driven • Applies segmentation and targeting • Creates attractive motivational exchanges (Extracted from NSMC Social Marketing Benchmarks)
- 12. Social marketing – instinctive for NGOs? SM Characteristics NGO approach Sets behavioural goals Focuses on specific behaviour Makes judicious use of theory Empirical approaches Uses consumer research Intensive engagement Is insight driven Draws on local knowledge Applies segmentation & targeting Works with specific groups Creates attractive motivational exchanges Trusted brand with local solutions and continual adaptation BUT beware values-driven preaching!
- 13. What is Sustrans “Smarter Choices”? Providing people with: •travel information; •incentives; •advice; •practical support to make healthier travel choices.
- 14. Sustrans smarter choices a practical package of interventions Targeted groups (who) + Awareness raising (what) + Information and advice (why) + Practical activities (how) + Environment (where) = Increased walking and cycling trips
- 15. Social marketing in Sustrans? SM Characteristics NGO approach Sets behavioural goals Focuses on specific behaviour Makes judicious use of theory Empirical approaches Uses consumer research Intensive engagement Is insight driven Draws on local knowledge Applies segmentation & targeting Works with specific groups Creates attractive motivational exchanges Trusted brand with local solutions and continual adaptation
- 16. Sustrans’ strategy defines project outcomes • Reduction in car trips for local trips under five miles • Increased physical activity wellbeing across UK population and
- 17. Social marketing in Sustrans? SM Characteristics NGO approach Sets behavioural goals Focuses on specific behaviour Makes judicious use of theory Empirical approaches Uses consumer research Intensive engagement Is insight driven Draws on local knowledge Applies segmentation & targeting Works with specific groups Creates attractive motivational exchanges Trusted brand with local solutions and continual adaptation
- 18. Evidence based e.g. In schools where we work intensively: •Four times the UK average cycle every day •More than a quarter cycle at least once a week •95% of teachers say children are more active
- 19. Social marketing in Sustrans? SM Characteristics NGO approach Sets behavioural goals Focuses on specific behaviour Makes judicious use of theory Empirical approaches Uses consumer research Intensive engagement Is insight driven Draws on local knowledge Applies segmentation & targeting Works with specific groups Creates attractive motivational exchanges Trusted brand with local solutions and continual adaptation
- 20. Sustrans delivery model for intensive engagement Action Raising Awareness Moving Forward Empowerment Organisation and Policy
- 21. Social marketing in Sustrans? SM Characteristics NGO approach Sets behavioural goals Focuses on specific behaviour Makes judicious use of theory Empirical approaches Uses consumer research Intensive engagement Is insight driven Draws on local knowledge Applies segmentation & targeting Works with specific groups Creates attractive motivational exchanges Trusted brand with local solutions and continual adaptation
- 22. Sustrans works with local champions and volunteers • More than 3,500 Sustrans volunteers across the UK • Champions provide peer to peer support and social norming
- 23. Social marketing in Sustrans? SM Characteristics NGO approach Sets behavioural goals Focuses on specific behaviour Makes judicious use of theory Empirical approaches Uses consumer research Intensive engagement Is insight driven Draws on local knowledge Applies segmentation & targeting Works with specific groups Creates attractive motivational exchanges Trusted brand with local solutions and continual adaptation
- 24. Sustrans officers trained in stages of change
- 25. Social marketing in Sustrans? SM Characteristics NGO approach Sets behavioural goals Focuses on specific behaviour Makes judicious use of theory Empirical approaches Uses consumer research Intensive engagement Is insight driven Draws on local knowledge Applies segmentation & targeting Works with specific groups Creates attractive motivational exchanges Trusted brand with local solutions and continual adaptation
- 26. Case study: Luton Activate Fitbug Programme What? A pilot weight maintenance programme to support LBC Step by Step weight loss programme
- 27. Delivery partners • Luton Borough Council • Luton NHS/Active Luton • Fitbug (web developers) • Sustrans
- 28. Fitbug outcomes Over six months: •Average weight loss of 1.5 kg per person •percentage of people exercising for at least 30 minutes for five days or more increased from 11.1% to 33.3%
- 29. Increase in physical activity
- 30. Reduction in miles driven
- 31. Fitbug social marketing success factors • Carefully defined target audience • Personal targets set and monitored • Peer to peer support and competition • Range of activities offered to suit individuals • Range of motivational tools tested and refined • Six month length of programme “just right”
- 32. From pilot to full scale programme Embedding learning in: •Let’s Get Moving – GP physical activity referral pathway •Sustrans Smarter Choices behaviour change training •Active Travel Consortium (Big Lottery) •South Hampshire Active Travel Programme (LSTF)
- 33. Mainstreaming elements of social marketing in active travel… …back to sanitation again
- 34. No toilet, no bride!
- 35. Thank you for listening, any questions? Sarah Toy Head of Smarter Choices sarah.toy@sustrans.org.uk
Editor's Notes
- Our attitude towards the behaviourThat is, some sum of what we believe to be each of the likely consequences of that behaviour, modified by our beliefs about how likely they are (their expectancy).This links to Victor Vroom’s Expectancy Theory. This is the section in the free extract you can view on the Management Models Pocketbook page, by clicking on ‘view extract’. Our subjective assessment of societal norms about the behaviourBased on an aggregate of all our beliefs about how society works Our perceptions of factors that might control our behaviourNote that there may indeed be real factors that do control our behaviour, leading to the dotted line in the figure above.