Social Marketing for Health, by Sarah Toy for Sustrans

Social marketing for health

Sarah ToyHead of Smarter Choices

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

Why Sustrans exists: to transform the way people make journeys under 5 miles

Sustrans’ Call to Action

Doubling the number of sustainable trips under 5 miles by 2020

Our vision is a world in which people choose to travel in ways that benefit their health and the environment

Piano stairs…

http://www.thefuntheory.com/piano-staircase

Understanding human behaviour is complex

Theory of Planned Behaviour (TPB)

…assumes humans make rational choices!

From sanitation to active travel…

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)

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!

What is Sustrans “Smarter Choices”?

Providing people with:

•travel information;

•incentives;

•advice;

•practical support

to make healthier travel

choices.

Sustrans smarter choicesa practical package of interventions

Targeted groups (who)

+

Awareness raising (what)

+

Information and advice (why)

+

Practical activities (how)

+

Environment (where)

= Increased walking and cycling trips

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

Sustrans’ strategy defines project outcomes

• Reduction in car trips for local trips under five miles

• Increased physical activity and wellbeing across UK population

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

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

Evidence based

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

Raising Awareness

Empowerment

Organisation and Policy

Action

Sustrans delivery model for intensive engagement

Moving Forward

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

Sustrans works withlocal champions and volunteers

• More than 3,500 Sustrans volunteers across the UK

• Champions provide peer to peer support and social norming

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

Sustrans officers trained in stages of change

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

Case study:Luton Activate Fitbug Programme

What?

A pilot weight maintenance programme to support LBC Step by Step weight loss programme

Delivery partners

• Luton Borough Council

• Luton NHS/Active Luton

• Fitbug (web developers)

• Sustrans

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%

Increase in physical activity

Reduction in miles driven

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”

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)

Mainstreaming elements of social marketing in active travel…

…back to sanitation again

No toilet, no bride!

Thank you for listening, any questions?

Sarah ToyHead of Smarter Choices

sarah.toy@sustrans.org.uk