Campaigns That Drive Behaviour Change
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One of the toughest things to do in marketing is to change mindsets and behaviour. These are some campaigns that succeeded by taking a human-centred approach to their engagement.
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Campaigns That Drive Behaviour Change
- 1. Marketing campaigns that drive behaviour change: Awareness, Action, Adherance
- 2. Case study: Let’s look at how NZ Ministry of Health drove behavior change
- 3. NZ Ministry of Health’s problem 1 in 6 diagnosed with a common mental disorder at some time in their lives
- 4. NZ Ministry of Health’s problem 1 of the estimated 582,000 adults (16%) was John Kirwan, Rugby World Cup Winner for New Zealand’s All Blacks team
- 5. John Kirwan admitted mental illness and sought help
- 6. NZ Ministry of Health partnered with John Kirwan
- 7. … To help the 1 in 6 New Zealanders diagnosed with a common mental disorder
- 8. People like Sam, who feels depressed – but doesn’t know how to deal with how he is feeling
- 9. So, when Sam looks for entertainment to distract himself
- 10. ... He sees this ad
- 11. And checks out the website: depression.org.nz
- 12. It shows stories of how people have overcome…
- 13. It interests Sam because… He now understands what he is going through He now understands how he can take small steps to make himself feel better It features John Kirwan – He didn’t know there are others who feel the same way too
- 14. It supports Sam to understand himself…
- 15. It provides Sam with an avenue to reach out to someone…
- 16. And it even has an online Journal - to help Sam help himself
- 17. • What do you think made NZ Health Ministry successful in engaging the public? Think…
- 18. NZ Health Ministry comprehensively engaged citizens across the 3A’s • Video Commercials • Website • Human-centered video stories • Depression / Anxiety Self-test • Text Counsellor • Call Counsellor • Interactive online Journal • Journal provides access to health experts • Tasks to track progress Awareness (Interest) Action Adherence
- 19. Let’s take a look at how Lifebuoy (Unilever) effectively engaged families from developing countries
- 20. Problem: Poor hand hygiene
- 21. Why is proper hand washing habits important? – Deaths by diarrhoea Every 23 seconds, a child dies from either pneumonia or diarrhoea worldwide. But it is preventable and treatable! Hand washing can reduce the spread of diarrhoea by up to 45% Source: http://www.who.int/en/news-room/fact-sheets/detail/diarrhoeal-disease
- 22. Real problem: People think it’s clean if it looks clean
- 23. Lifebuoy’s Goal: Change hand washing hygiene habits
- 24. Lifebuoy made it understood… using Glogerm
- 25. Glowgerm – to make the invisible germs visible Germs glow before washing with soap Lesser germs after washing with soap
- 26. Problem: How do you get people to do it everyday?
- 27. Start with focus - When does washing hands matter the most?
- 28. Start with focus - When does washing hands matter the most? 1. After going to the toilet 2. While taking a bath 3. Before breakfast 4. Before lunch 5. Before dinner
- 29. Hand washing should easy to remember to do during daily routines 1. After going to the toilet 2. While taking a bath 3. Before breakfast 4. Before lunch 5. Before dinner
- 30. Ramadan – the month when 180 million Muslims in India abstain from food & drink during the day, and break fast (IFTAR) together with family in the evening
- 31. In the hurry to break their fast, people often forget to wash their hands
- 32. Lifebuoy made it easy by reminding people at moments that matter – by sending MMS before Muslims broke their fast
- 34. Lifebuoy made hand washing desirable and fun for the whole family
- 35. Problem: Habits take time to form (>21 days)
- 36. Problem: People need to be encouraged to change
- 37. Lifebuoy used sticker diaries to track kids’ and mothers’ behaviours over 3 weeks – with rewards for completion
- 38. Results – Lifebuoy increased the frequency of handwashing with soap around the world Lifebuoy has reached over 426 million lives across Asia, Africa and Latin America with proven results.
- 39. Lifebuoy – Change handwashing hygiene habits • Posters • Glo germ demonstrations • Multi media campaigns • MMS mobile alerts • School events • Contests and giveaways • Sticker diary • Fun soap dispenser Awareness (Interest) Action Adherence
- 40. This breast cancer awareness app used good looking men (instead of doctors) to educate women to check for breast cancer
- 41. Awareness (Interest) Action Adherence How “Your Man Reminder” educated about breast cancer • Creative Video commercial • Touch, Look, Check • Your Man Reminder Mobile Application
- 42. Awareness (Interest) Action Adherence Reflection: Where are you over or under indexing for your campaigns?
Editor's Notes
- In the 2012/13 New Zealand Health Survey, one in six New Zealand adults (16%, or an estimated 582,000 adults) had been diagnosed with a common mental disorder at some time in their lives
- In the 2012/13 New Zealand Health Survey, one in six New Zealand adults (16%, or an estimated 582,000 adults) had been diagnosed with a common mental disorder at some time in their lives
- In the 2012/13 New Zealand Health Survey, one in six New Zealand adults (16%, or an estimated 582,000 adults) had been diagnosed with a common mental disorder at some time in their lives
- In the 2012/13 New Zealand Health Survey, one in six New Zealand adults (16%, or an estimated 582,000 adults) had been diagnosed with a common mental disorder at some time in their lives
- - describe your goal of an upcoming or recently concluded digital engageemnt project . Do this in groups of threes, but focused on 1 public agency
- - describe your goal of an upcoming or recently concluded digital engageemnt project . Do this in groups of threes, but focused on 1 public agency
- The website is very easy to search and the language/tone is friendly
- - describe your goal of an upcoming or recently concluded digital engageemnt project . Do this in groups of threes, but focused on 1 public agency
- I understand what I am going through… (depression) I understand how I can take small steps to make myself feel better (go to the beach, let the sun in, play a little music on my guitar) It features John Kirwan, the famous rugby player – does he too struggle with depression?
- - describe your goal of an upcoming or recently concluded digital engageemnt project . Do this in groups of threes, but focused on 1 public agency
- - describe your goal of an upcoming or recently concluded digital engageemnt project . Do this in groups of threes, but focused on 1 public agency
- Check spellings People commonly wash their hands with water alone and not soap – believing that if their hands look clean they are clean. However unfortunately that’s not true. Germs which are invisible to the naked eye are a major cause of illness.
- People commonly wash their hands with water alone and not soap – believing that if their hands look clean they are clean. However unfortunately that’s not true. Germs which are invisible to the naked eye are a major cause of illness.
- People commonly wash their hands with water alone and not soap – believing that if their hands look clean they are clean. However unfortunately that’s not true. Germs which are invisible to the naked eye are a major cause of illness.
- People commonly wash their hands with water alone and not soap – believing that if their hands look clean they are clean. However unfortunately that’s not true. Germs which are invisible to the naked eye are a major cause of illness.
- visuals are not self-explanatory. Use just 3 or 4 keywords to explain so we know whats going on
- I’m not going to carry around glogerm… Problem: How do we get people to do it everyday?
- More slides on 5 occasions. When problem the highest/most impactful - moments that matter the most. DATA REVEALS THAT THEY ARE…
- More slides on 5 occasions. When problem the highest/most impactful - moments that matter the most. DATA REVEALS THAT THEY ARE…
- More slides on 5 occasions. When problem the highest/most impactful - moments that matter the most. DATA REVEALS THAT THEY ARE…
- Ramadan as observed across the world, is the most important month for the 180 million Muslims in India – observed by abstaining from food & drink during the day and breaking the fast (IFTAR) together with family in the evening.
- Lifebuoy’s new Mickey Mouse No-Touch Foaming Hand Wash offers children – and their parents – a completely new handwashing experience. Using Unilever patented technology, it’s been designed to inspire and teach previously reluctant children to wash their hands with soap voluntarily. A blinking light guides child to rub their hands together for ten seconds, helping them to develop good handwashing habits. The electronic device delivers a perfectly sized squirt of instant-foaming Lifebuoy soap every time a hand is waved beneath its inbuilt sensor. And, it uses 18% less water than ordinary soap.
- Through songs, stories, diaries, rewards and daily sticker charts for children. All these and other little reminders at home and at school help make handwashing part of kids’ – and adults’ – daily routines.
- Through songs, stories, diaries, rewards and daily sticker charts for children. All these and other little reminders at home and at school help make handwashing part of kids’ – and adults’ – daily routines.
- A randomised control trial in Mumbai, 2008 showed a 25% reduction in incidence of diarrhoea, a 15% reduction in the incidence of acute respiratory infections and a 27% reduction in school absence. Following this, studies in Ghana, Kenya, Bangladesh and Indonesia have shown that people taking part in our programmes wash hands more thoroughly, and more often, using more soap.