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Social marketing seminar facilitation
- 1. Social Marketing Health Promotion Strategy Using Social Marketing to plan nutrition, physical activity and obesity prevention programs Facilitator: Tanif Howlader Trent-Fleming School of Nursing
- 2. Learning Objective(s)Learning Objective(s) Define social marketing and describe what it isDefine social marketing and describe what it is and what it is notand what it is not Describe when and why to use social marketingDescribe when and why to use social marketing Identify and define key terms associated withIdentify and define key terms associated with social marketingsocial marketing List and define the four P’s in the marketingList and define the four P’s in the marketing mixmix List the six phases in the Social marketingList the six phases in the Social marketing planning processplanning process Group ActivitiesGroup Activities
- 3. What is Social Marketing?What is Social Marketing? One well-known definition of SocialOne well-known definition of Social Marketing isMarketing is ““the application of commercial marketingthe application of commercial marketing technologies to the analysis, planning,technologies to the analysis, planning, execution, and evaluation of programsexecution, and evaluation of programs designed to influence voluntary behaviourdesigned to influence voluntary behaviour of target audiences in order to improveof target audiences in order to improve their personal welfare and that of society.”their personal welfare and that of society.” ** *Alan Andreasen, Marketing Social Change: Changing Behaviour to Promote Health, Social Development, and Environment, P. 7
- 4. What it is & What it is not?What it is & What it is not? Social marketing can be thought about as aSocial marketing can be thought about as a – Systematic and strategic planning processSystematic and strategic planning process – Social or behaviour change strategySocial or behaviour change strategy – Mindset for addressing problemsMindset for addressing problems – Total package of strategies carefully chosenTotal package of strategies carefully chosen based on characteristics of the target audiencebased on characteristics of the target audience
- 5. What it is not….What it is not…. Social Marketing is NOTSocial Marketing is NOT – Just advertising or communicationJust advertising or communication – A media campaignA media campaign – Reaching everyoneReaching everyone – A fast processA fast process – A theoryA theory
- 6. When should we use SocialWhen should we use Social Marketing?Marketing? Social marketing should be used whenSocial marketing should be used when voluntary behaviour change is our goal andvoluntary behaviour change is our goal and we desire an audience-focused program.we desire an audience-focused program. Two criteria are used to decide if SocialTwo criteria are used to decide if Social marketing is the best approachmarketing is the best approach – EffectivenessEffectiveness – AppropriatenessAppropriateness
- 7. ScenarioScenario Ross is a health promoter who is concerned about getting buy-Ross is a health promoter who is concerned about getting buy- in from her project manager to let her use social marketingin from her project manager to let her use social marketing process to plan an intervention. She explains that she is shortprocess to plan an intervention. She explains that she is short staffed and is already doing the work of two people. She says,staffed and is already doing the work of two people. She says, “I’m pretty sure he doesn’t want me to spend all my time on“I’m pretty sure he doesn’t want me to spend all my time on this one project. It seems like he just wants me to rewrite ourthis one project. It seems like he just wants me to rewrite our proposal and see if we can get the provincial money. We mayproposal and see if we can get the provincial money. We may be able to get a graduate intern from University of Toronto tobe able to get a graduate intern from University of Toronto to help us, and I can probably use some money from our blockhelp us, and I can probably use some money from our block grant, but our budget is still pretty slim”. She has a meetinggrant, but our budget is still pretty slim”. She has a meeting scheduled with the project manager to talk about the project,scheduled with the project manager to talk about the project, and feels she needs to be prepared to counter his objections.and feels she needs to be prepared to counter his objections. What should she say?What should she say?
- 8. What should you advise Ross to say?What should you advise Ross to say? Explain how you feel social marketing is an appropriateExplain how you feel social marketing is an appropriate planning process to use because of its effectiveness andplanning process to use because of its effectiveness and because you want the program you develop to be audience-because you want the program you develop to be audience- focused. Try giving the project manager some examples offocused. Try giving the project manager some examples of programs that have used social marketing and gotten positiveprograms that have used social marketing and gotten positive evaluations.evaluations. Explain how social marketing results in voluntary behaviourExplain how social marketing results in voluntary behaviour change of the target population. Time for strategic planningchange of the target population. Time for strategic planning will be required but seeing behaviour change will justify thewill be required but seeing behaviour change will justify the time spent.time spent. Explain the budget implications of using social marketing,Explain the budget implications of using social marketing, since the project manager will probably be interested in those.since the project manager will probably be interested in those. Tell him that you can’t get started without any funds to use.Tell him that you can’t get started without any funds to use. Explain that you’ll need to have some staff time to develop aExplain that you’ll need to have some staff time to develop a social marketing plan. See if project manager will approvesocial marketing plan. See if project manager will approve your planning time before trying to reapply for funding.your planning time before trying to reapply for funding.
- 9. Definitions of Key Terms used inDefinitions of Key Terms used in Social MarketingSocial Marketing Primary target audience- a group of individualsPrimary target audience- a group of individuals whose behaviour needs to change to positivelywhose behaviour needs to change to positively impact the problem.impact the problem. Secondary audience – A group of individuals whoSecondary audience – A group of individuals who exert influence on the primary target audience’sexert influence on the primary target audience’s behaviour.behaviour. Formative research- Research conducted duringFormative research- Research conducted during the building of your program to help you choosethe building of your program to help you choose and describe a target audience, understand factorsand describe a target audience, understand factors which influence their behaviour, and determinewhich influence their behaviour, and determine best ways to reach them.best ways to reach them.
- 10. What makes social marketingWhat makes social marketing different?different? Elements of Social marketingElements of Social marketing – Audience orientationAudience orientation – Audience segmentationAudience segmentation – Influencing behaviourInfluencing behaviour – CompetitionCompetition – ExchangeExchange – Marketing mix- product, price, place andMarketing mix- product, price, place and promotionpromotion
- 11. Scenario- Audience Orientation andScenario- Audience Orientation and SegmentationSegmentation Project Manager says, “That audience orientation pieceProject Manager says, “That audience orientation piece seems like a waste of time to me. We've been working inseems like a waste of time to me. We've been working in these areas province wide for a long time and we have athese areas province wide for a long time and we have a pretty good idea about what people are doing (or notpretty good idea about what people are doing (or not doing) when it comes to eating healthy and gettingdoing) when it comes to eating healthy and getting physical activity. And why should we target segments? Iphysical activity. And why should we target segments? I don't think it's a good idea to leave people out of any kinddon't think it's a good idea to leave people out of any kind of intervention that we plan. Shouldn't we be trying toof intervention that we plan. Shouldn't we be trying to reach as many people as we can?”reach as many people as we can?” Ross says, “I'm losing my confidence! How do you think IRoss says, “I'm losing my confidence! How do you think I can convince him of the need to understand our targetcan convince him of the need to understand our target audience and segment them? Or do you think it is okay foraudience and segment them? Or do you think it is okay for me to concede on a couple of these points?"me to concede on a couple of these points?"
- 12. What would you advise Ross to say?What would you advise Ross to say? It is okay to agree with project manager about your existing audienceIt is okay to agree with project manager about your existing audience information and forego further research. You know what's best forinformation and forego further research. You know what's best for them, right? More research won't be necessary.them, right? More research won't be necessary. You do have thorough and long-term behavioral information aboutYou do have thorough and long-term behavioral information about what residents do, but you don't yet know why they do it. Finding outwhat residents do, but you don't yet know why they do it. Finding out what an audience knows and believes about these behaviors will helpwhat an audience knows and believes about these behaviors will help you build a successful program that fulfills audience wants andyou build a successful program that fulfills audience wants and needs.needs. You may reach more people by targeting everyone, but you're lessYou may reach more people by targeting everyone, but you're less likely to get the results you want because not everyone will respondlikely to get the results you want because not everyone will respond similarly to your program, not everyone is ready to change at thesimilarly to your program, not everyone is ready to change at the same time, nor do the same things motivate everyone. A program issame time, nor do the same things motivate everyone. A program is more likely to be effective if it is tailored to a particularmore likely to be effective if it is tailored to a particular homogeneous subgroup of the audience.homogeneous subgroup of the audience. It sounds like project manager is interested in and would supportIt sounds like project manager is interested in and would support reaching a broader audience. If he will back it financially, you shouldreaching a broader audience. If he will back it financially, you should
- 13. Social Marketing planningSocial Marketing planning processes and phases involvedprocesses and phases involved in planning a programin planning a program
- 14. Social Marketing PlanningSocial Marketing Planning ProcessesProcesses Six PhasesSix Phases Problem descriptionProblem description Formative researchFormative research Strategy developmentStrategy development Intervention designIntervention design EvaluationEvaluation ImplementationImplementation
- 15. Components for the Problem Description Plan Component Questions to Ask and Answer Problem/health issue What is the problem we need to address? Target audience Who is affected by the problem and how can they be reached? Behavior What do we want the audience to do? Strategies for change How can we get the target audience to adopt the desired behavior(s)?
- 16. Ready to ,move on…..
- 17. Formative research The formative research process can be broken into seven main steps: Step 1: Analyze Information Gaps Step 2: Write Research Questions Step 3: Choose Data Collection Method Step 4: Develop Instrument(s) Step 5: Recruit Participants Step 6: Collect Data Step 7: Analyze and Report Findings
- 18. Strategy development Data Collection Method Key Finding from Research Component of Marketing Strategy that Addresses the Key Finding Be creative. Consider policy and environment-level changes when appropriate. Keep your audience's perspective.
- 19. Exchange Tool Audience: Middle-aged women who are not confident of their ability to be physically active but have some social support. Behavior: Be physically active for 30 minutes each day with a friend. Audience Gives Up: • Time (at least 30 minutes). • Money (to purchase new clothes or shoes). Audience Receives: • More confidence in ability to be active. • Feeling more energetic. • Increased connection with friends. Social Marketer Gets: Improved health of audience.
- 20. Intervention Design Strategy Activities Details Teach cooking skills to parents so they'll know how to make healthy family meals. Cooking classes at the local YMCA while children are playing (supervised by YMCA staff). Agreement with YMCA to provide kitchen facility and space for classes.
- 21. Evaluation-all four P’s and behaviour, environmental and policy changes Price Place Promotion Product Measure precursor to behaviour change (i.e. intention, knowledge, skills, self-efficacy) How well policy or environmental changes has been enacted or implemented?
- 22. Implementation Putting your intervention and monitoring plan into action. – Start thinking about budget – Realistic timeline for each of your project activities – Planning for sustainability of the new behaviour
- 23. Activity-Use four P’s to influence or support desired behaviour change Summary of data on Canadian sodium intake level Watch a video on Canadian high level of dietary sodium intake on Global news http://www.globalnews.ca/health/health/6442577217/story. http://www.sodium101.ca/less-than-1500mg/adults/ Work on the four P’s of social marketing as a whole group to reduce dietary sodium intake in Canadian population
- 24. Statistics on Canadian Sodium Level Intake Current mean intake of Sodium by Canadians is about 3,400 mg/day from all sources of food. Data from 2004 Canadian Community Health Survey indicate that among people aged 9-70 years over 85% of men and between 63% & 83% of women had sodium intake exceeding the tolerable upper intake level (UL). In young children 77% of those aged 1-3 years & 93% of those aged 4-8 years had intakes exceeding the UL.
- 25. Continuation……Continuation…… Commercial preparation foods (restaurants andCommercial preparation foods (restaurants and food service establishments) accounts for 77% offood service establishments) accounts for 77% of sodium intakesodium intake In a large-scale national survey, the majority ofIn a large-scale national survey, the majority of respondents believed that the Canadian diet is toorespondents believed that the Canadian diet is too high in salt but less than half were aware of howhigh in salt but less than half were aware of how much salt is too much.much salt is too much. In the 2008 Tracking Nutritional survey moreIn the 2008 Tracking Nutritional survey more Canadians are making an effort to increase amountCanadians are making an effort to increase amount of fruits and vegetables but not making enoughof fruits and vegetables but not making enough effort to reduce intake of salt.effort to reduce intake of salt.
- 26. 4 P’s of Marketing Mix PRODUCT represents the desired behaviour you are asking your audience to do, and the associated benefits, tangible objects, and/or services that support behaviour change. PRICE is the cost (financial, emotional, psychological, or time-related) of overcoming the barriers the audience faces in making the desired behaviour change
- 27. 4 P’s of Marketing Mix PLACE is where the audience will perform the desired behaviour, where they will access the program products and services, or where they are thinking about your issue. PROMOTION stands for communication messages, materials, channels, and activities that will effectively reach your audience.
- 28. Link to marketing mix http://www.novartisfoundation.org/page/co ntent/index.asp? MenuID=226&ID=509&Menu=3&Item=43 .7.1
Editor's Notes
- Good morning everyone My name is Tanif Howlader and I will be facilitating todays seminar on social marketing.
- The learning objectives for todays seminar are We are going to define what social marketing is and what it is not…. And we will end this seminar working on a group activity.
- This social marketing definition highlights three main key points - Uses commercial marketing strategies Involves influencing voluntary (not forced or coerced) behavior change (not just increased awareness or increased knowledge). Promotes a goal of improved personal welfare and improved welfare of society
- Mindset for addressing problems- Thinking about problems and issues from the standpoint of the person who needs to change)
- We would not use social marketing if we were only trying to educate or raise awareness. Unless the hope is that education or awareness will lead to behaviour change. How do we know if social marketing is the best approach? Effectiveness- (How do you measure success?) One way to measure success is its positive effect on society. Appropriateness-Is the idea you are proposing worthy? Will there be unintended consequences or side effects? (weight gain as a result of a smoking cessation program)
- This would be good advice. Showing that social marketing can be effective is an important selling point. Also, an effective program could lead to additional funding. This would be good advice. Instead of increasing knowledge or awareness, social marketing attempts to change behavior, which has more of an effect on the health status of the target audience. This would be poor advice. Social marketing can still be used effectively on a small budget. And, much of the work in early phases requires staff time and work, not necessarily a budget to get started. This would be good advice. If Dr. Richards will allow you to spend some additional time planning this program, the program will likely have better results.
- Check the ones you think are good advice that you can give to Ross This would be a good advice. Showing that social marketing can be effective is a useful selling point. Also, an effective program could lead to additional funding. This would be a good advice. Instead of increasing knowledge or awareness, social marketing attempts to change behaviour, which has more of an effect on the health status of the target audience. This would be a poor advice. Social marketing can still be used effectively on a small budget. And, much of the work in early phases requires staff time and work, not necessarily a budget to get started. This would be a good advice. If project manager will allow you to spend some additional time planning this program, the program will likely have better results.
- For example, if you want children to get more physical activity by walking to school each day, children will be your primary audience. They need to change their behaviour to impact the problem (lack of physical activity). But the majority your program activities may be designed to intervene with parents who play a significant role in influencing the behaviour of their children. Parents will be your secondary audience. Another example, the groups you are working with are more distant from the individuals who are affected by the health problem. For example, you are trying to get city council members to approve funds for construction of sidewalks. The end goal is still getting children to walk to school, but in this case the city council members would be your primary audience. (You are trying to change their voting behaviour). Secondary audiences in this case would be people who influence the city council members such as parents, school board members, media. Formative research – conduct formative research with both the city council members and an influencing audience. It is frustrating thinking about who influences whom and who needs to act. Know your audience to design a program to support behaviour change.
- Audience orientation- As a social marketing planner take time to learn what the target audience knows, believes and does. We design a program to meet audiences needs and wants. So its really important we Test your assumptions or ideas prior to planning program activities. For example, Program planners in Michigan created an intervention for young women in African-American churches to increase physical activity and healthy eating habits. They originally thought that their target audience would find personalized phone calls motivating, and planned to incorporate them into intervention. However, the target audience did not respond to that at all when asked about it in focus groups. As a result, the program planners chose to use other activities the women found motivating. Audience segmentation is the process of dividing a broad target audience into more homogeneous subgroups. The purpose of dividing audience into segments is to make your program more effective and to use resources wisely. Goal is to tailor your efforts to a particular segment to improve social marketing effectiveness. For example, we will use overweight adults as our broad target audience Overweight adults who do not enjoy physical activity and are not motivated to participate in it. (The program for this segment would need to address the target audience’s motivation before behaviour change can be expected) 2. Overweight adults who like physical activity and more motivated to do it, but cant find the time during the day to participate in it. (The program for this segment would need to address the target’s audience’s perception of the barrier of lack of time). Influencing Behavior Influencing behavior (not just awareness or knowledge) is the bottom line of any social marketing program. Therefore, your program's goals should be designed to influence behavior instead of only increasing knowledge or awareness of a problem. In order for us to design a program to influence behaviour change, we need to understand The Current behaviors of your audience. Ideal behaviors we want them to adopt through our program What are some reasonable steps we can take to move the audience from the current behavior towards the ideal behavior. What determines their behavior? The end point is always action. Ask yourself: What do we want the target audience to do as a result of our intervention? For example, Current behavior of the target audience: Watches approximately 5 hours of television per day Recommended behavior: Watching two or fewer hours of television per day Possible behavior change: Reduce television viewing by one hour-long TV show per day (an intermediate behavior change that will move the audience towards the ideal behavior). Competition Social marketing, like commercial marketing, takes place in a competitive environment. Competition is defined as the "behaviors and related benefits that the target audience is accustomed to—or may prefer—to the behavior you are promoting." * The target audience is doing something instead of the behavior you want them to do. Why does the audience prefer the competing behavior over the behavior you want to promote? Does the environment support your behavior or the competition? In social marketing programs, competition should be acknowledged, explored, and addressed. Example Possible competing activities for physical activity in teens– Watching TV Playing on the computer Talking on the phone Going to the mall/shopping Spending time with friends Doing homework Participating in after-school programs Exchange For every choice we make, there is an exchange that needs to happen: we give one thing up in return for something else. In the commercial marketing world, this exchange can be tangible (pay an extra quarter and get more fries), or it can be intangible (buy a brand-name pair of shoes and get the image that goes with the brand). While the exchange can be tangible in social marketing (paying a higher price for a healthier vending machine option), the exchange is often intangible, such as giving up a TV show to go for a walk to improve one's health.Basically the target audience will try compare the costs and benefits of performing a behavior before choosing to adopt it. As a social marketing planner we must try to identity what our target audience values and what costs they perceive to create an exchange that persuades them to adopt your behavior over the competition. The exchange should increase the perceived benefits of the target behavior and minimize its costs. Or it could increase the perceived costs of the competing behaviors and minimize their benefits. For Example: Proposed Exchange: Audience will give up time and effort to prepare fruits and vegetables as snacks to replace snacks that are high in calories. In return, they may lose weight and gain peace of mind knowing they are doing something to prevent future chronic diseases. Note: This exchange works with an audience whose members are primarily concerned with weight, health, and disease prevention. It would not work as well with an audience that is already of a healthy weight or not as concerned with the long-term health consequences of their diet. Marketing Mix Resources Marketing Public Health: Strategies to Promote Social ChangePages 206—215 of this book include a discussion on the marketing mix in both individual and environmental/policy changes. The marketing mix, also known as the "4 P's," is made up of four parts that, together, create the exchange offered to the target audience (that promotes exchange to happen) Product: What the audience gets or what we offer; can be tangible items, intangible benefits, or the behavior itself.* For examples, The product is physical activity and all the benefits that teens truly want: having fun, being with friends, being cool, and trying new skills. Keep in mind that long-term health benefits are not motivating to teens at this time in their lives and therefore are not part of the product. Price: What the audience gives up to get a tangible product; also the costs or barriers to making the desired behavior change.*(What is the price paid by the consumer to adopt the action that we are trying to promote?) Psychological and social costs of physical activity for teens include embarrassment and fear of being teased or ridiculed. Other costs include loss of time that could be spent doing something else (i.e., playing video games or talking on the phone) or financial costs, such as those associated with sports teams or organized classes.* Place: Where the audience is located or gathers, performs the desired behavior, accesses. products/services, or is thinking or hearing about the health issue.* Place included locations where tweens can be physically active including specifics like when they are open, how tweens get there, how welcoming, comfortable and safe they are.* Promotion: Messages, materials, channels (path used to reach the target audience), and activities to promote behavior change and describe the product, price, and place features of the program.* Promotion included consistent, persistent and targeted communications using a variety of channels (paid advertising, public relations, printed materials, promotional items, signage, special events, video showings, local celebrity involvement, and Web sites). Messages and materials for parents are kept separate from communications to tweens.*
- This would be poor advice. While Rosa’s department may have a lot of information about the population’s behaviors, they don’t have any information about what specific audience groups know and believe. A successful program must be built around the audience’s needs and wants, not the expert’s. This would be good advice. It’s crucial to test the ’why’ assumptions with your target audience before you start planning. This would be good advice. The more specific you can get with your audience, the more likely your program will address their particular needs (and therefore help to change their behaviors). This would be poor advice. Even with more money to reach a broader audience, you’re still less likely to be successful than if you target your program to a specific group. Trying to blanket a large population with the same message is not likely to be effective. Check the ones you think are good advice that you can give to Ross
- Problem description is important because it creates the foundation on which to build your social marketing plan. Problem/Health Issue 1. What is the problem? 2. What factors contribute to the problem? What causes or contributes to those factors? 3. Who is affected by the problem? 4. Who is most likely to change? 5. Who is able to change? 6. What evidence demonstrates there is a health problem? Do you have evidence to show the burden of the health problem in your community? Target audiences 2. What are some meaningful ways to distinguish one group from another? 3. Which audiences do your partners and stakeholders most care about? Which audiences are your partners and stakeholders interested in reaching? 4. Which audiences do you or your partners have access to? 5. Which audiences fit in with your organization’s priorities? Behavior Selecting a Behavior: 1. What is the current behavior of your target audience? 2. What specific behavior are you going to address with your intervention? 3. What is the most realistic behavior change for the target audience to adopt? 4. What behavior can you feasibly try to change? 5. Will a change in this behavior actually affect the problem? 6. Should you select one behavior or a series of behaviors? Assess barriers that target audience faces when changing a Behavior. Strategies Which strategies are promising? Here you will needs study theories, behavioral models, and existing programs to identify potential intervention strategies. Behavioral theories and models provide insight into why people behave the way they do. These theories and models help describe the factors that can lead to change and what you could consider measuring. social marketing the following theories and models are commonly used Social-ecological model. Stages of change model. Social cognitive theory. Theory of reasoned action. Health belief model. Diffusion of innovations theory. 3. Which strategies have not worked in the past? 4. Are there strategies that have been fully evaluated or draw on a base of evidence?
- Phase 1 helps you to find gaps in information……..phase 2 helps you to fill those gaps
- This phase includes anything that explains how you will influence the target audience to change their behaviour. So you should be thinking about how your program will address each of the 4 P's in the marketing mix. Also the marketing strategy that you create should be closely linked to the results of all of your formative research from phase 2 (including your secondary data collection and problem description). When we are creating program strategy we want to keep three things in mind: Be creative about how you want to address your audience needs and wants? For example you might try to explain your target audience experience. What is their experience like when making healthier food choices? You may want to think about policy or environmental level changes that can support individual behaviour change. Come up with strategies we can use to influence the "upstream" behaviour of policymakers and those responsible for the environment, Keep a true audience-focused mindset- we want to see our target audience as someone with unique perceptions, needs, and wants to which we as a marketer must learn to adapt to. When we are creating program strategy for social marketing we are not only selling the behaviour, but a package of benefits that comes along with the behaviour. Therefore it is important that we know what our audience values when choosing a behaviour that is relevant and attainable for the target audience. Develop Price Strategy Your pricing strategy should address the costs or barriers to behaviour change. You should have identified the relevant barriers or costs from your secondary data and formative research. Now, think about how you can minimize the costs or barriers to adopt the desired behaviour; or how you can increase the costs of the competing behaviours. Here we also want to consider competition. From our secondary data and formative research we already know what our audience currently does instead of the desired behaviour we want them to adopt. As we think about the product and price strategies, we also want to think about how we are going to make the desired behaviour more appealing than what the audience is already doing. At this point you may want to use an exchange tool to create an exchange that will satisfy the audience's self-interest, while also satisfying your own interests (getting them to do the desired behavior). Develop a place strategy The placement strategy should address Where the audience does or should do the desired behavior. Where the audience is located or where they gather. Appropriate times and locations for messages and information (i.e., message channels). Develop promotional strategy We use messages and advertisements that fits into the promotion part of our marketing mix. When we do create messages, we want to ensure to make the connection back to our place strategy and think again about appropriate times and locations for messages. Promotion could be done through public service announcements, billboards, mass mailings, media events and community outreach)
- You may want to create an exchange tool Lining up the benefits and barriers this way can give you a complete picture of the exchange you'd like to see, and if it is a feasible proposition.
- The Phase 3-strategic building step from previous slide gives you the framework to come up with activities for our intervention. So you want to tie each of your activity to the overall marketing strategy and the behavioural objectives that you have laid out. At this step the logic model can be a helpful tool for seeing how each activity is tied to the rest and how you plan for them to impact behaviour.
- Evaluation is 5th phase of the social marketing process and might want to think about evaluation in terms of the 4 P's Price and Product Was the product and its related benefits were acceptable to the audience? You might want to evaluate how well you minimized the costs to adopting the behaviour. Did the audience understand what you were asking them to do? Did they attempt the behaviour? Did they adopt it? Were the benefits enough to persuade them to overcome the costs? Evaluating PlaceWere you successful at putting materials and messages in the places you identified? Were those places the best ones to reach the target audience? Did the audience have easy and convenient access to any tangible products or services you offered them?Evaluating Promotion When evaluating promotional activities that include commercials, media placement, and communication campaigns, you want to keep exposure in mind. How many people were exposed to your program? Did you reach the right people (i.e., the segment of the audience that you tried to reach)?When we evaluate promotion, we want to remember to address all of the ways we used to promote our program which may include methods other than advertisements or mass media approaches. For example, how well did word of mouth work? How did the participants hear about the program? How will we know if behavioural objectives was met? How well policy or environmental changes has been enacted or implemented? So for example if your program's objective was to add sidewalks in a low-income neighbourhood, the evaluation is initially straightforward. Did the city council vote to approve funds for installing sidewalks in the neighbourhood? If so, were the sidewalks installed?
- The sixth phase is implementation which involves putting your intervention and monitoring plan into action. You want to start thinking about budget plan for your activities. Set a realistic times frame for each of your project activities. You want to plan for sustainability of the new behaviour. So how easy or difficult it will be for your target audience to continue their new behavior(s) once your program goes away. Usually Sustainability of behavior change is aided by promoting environmental and policy changes that more permanently encourage or support the desired behaviors These are all important components of the implementation phase.
- Social Marketing For group activity we will use the four P’s of Marketing Mix in program planning. Before we break up into groups I want to give you a summary of data on Canadian sodium intake level and then show you a video on global news addressing this issue and show you a website that has been established by the Canadian Stroke network to inform consumers about the high Na+ content of the Canadian food supply, along with a description of health impacts, adequate intake levels and tips on reducing sodium intakes. You can either use the high sodium intake in Canadian population as an example to work through the 4 P’s of marketing mix or you can use the 4 P’s of marketing mix to address an issue in your community placement and then share it with the group. Canada has launched a social marketing campaign on sodium reduction. The focus is on changing the food environment of the Canadian consumers. The way to do this is to target the Canadian food industry to reformulate their products. So I am going to show you this website called the sodium 101 established by the Canadian Stroke network. And then I am going to highlight a paragraph that shows an effective way of using messages in Social marketing to influence or support behaviour change. So if we look at the key words within theses sentences “eat food low in sodium” “stick to the daily intake of no more than 1500 mg/day”. What do the key words have in common? These words describe problems to be addressed by changing behaviour. If we look at the message more carefully it is using a sodium focused message followed by a heart healthy message. Salt make food taste better. A survey has shown that for Canadian consumers taste is more important than nutrition. So if we were to tell our Canadian consumers to reduce salt intake, the price they are paying is taste. The behaviour that we are selling to our consumer is to reduce intake of sodium with the cost of food being less delicious. The benefit for consumers to adopt this behaviour even though it comes with a cost is that they will have healthy heart. Now this proposition of reducing salt intake sounds more feasible. Research may help to describe what your audience is currently doing or thinking, which can help shape realistic goals for behavior change. Social marketing is about identifying the specific target audience segment(s), describing the benefits you will offer, and the creating interventions that will influence or support the desired behavior change. "Social marketing is the use of marketing principles to influence human behavior in order to improve health or benefit society." Social marketing planning requires us to understand and incorporate the "The Four 'P's of Marketing," into our program planning. Social marketing is critical because it looks at the "Four P's" and the provision of health services from the viewpoint of the consumer. The "Four P's of Marketing" are: PRODUCT represents the desired behavior you are asking your audience to do, and the associated benefits, tangible objects, and/or services that support behavior change (The product could be any of these three behaviors: getting an annual mammogram, seeing a physician each year for a breast exam and performing monthly breast self-exams). PRICE is the cost (financial, emotional, psychological, or time-related) of overcoming the barriers the audience faces in making the desired behavior change (The price of engaging in these behaviors includes the monetary costs of the mammogram and exam, potential discomfort and/or embarrassment, time and even the possibility of actually finding a lump.) PLACE is where the audience will perform the desired behavior, where they will access the program products and services, or where they are thinking about your issue (The place that these medical and educational services are offered might be a mobile van, local hospitals, clinics and worksites, depending upon the needs of the target audience.) PROMOTION stands for communication messages, materials, channels, and activities that will effectively reach your audience. (Promotion could be done through public service announcements, billboards, mass mailings, media events and community outreach) Sometimes there is a fifth "P" – Policy. POLICY are the laws and regulations that influence the desired behavior, such as requiring sidewalks to make communities more walkable, or prohibiting smoking in shared public spaces. Social marketing campaign on sodium reduction with efforts of the food industry to reformulate their products Using social marketing as a sodium education strategic direction to help reduce sodium intake by influencing behaviour of Canadians The most effective social marketing strategies to reduce dietary sodium (e.g. sodium-focused messaging alone/with hearth healthy messaging)
- Barriers to reducing Na intake…. Taste of food is important to 98% of Canadians & is an important factor that influences food choices. Nutrition is the second most important factor. Majority of Canadians seems to have misconception that sea salt is healthier than table salt. Canadian lack knowledge about calories and nutrients, which compromises their abilities to choose nutritional food. Canadians are having trouble reading nutritional labels on food. They are unsure what % daily value means. Therefore little understanding of what would be considered of what would be considered “high” or “low” contents of nutrients.
- Very few Canadians understands what a healthy amount of sodium is