Can Digital Media change attitudes or behaviour at the ... Can Digital Media change attitudes or behaviour

  • View
    0

  • Download
    0

Embed Size (px)

Text of Can Digital Media change attitudes or behaviour at the ... Can Digital Media change attitudes or...

  • Can Digital Media change attitudes or behaviour at the population level?

    Prepared by Sarah Durkin; Megan Bayley, Linda Hayes, Craig Sinclair; Melanie Wakefield

  • Aims

    • To compare the impact of a typical TV-led campaign – 16-cancers vs a novel digital-led campaign – Breaking Habits

    • To compare the reach, and the cost effectiveness of TV and digital channels in generating recall of the 16-cancers ad and full views of the Breaking Habits campaign videos

  • Changing population-level attitudes and behaviors

    REACH X IMPACT

  • Changing population-level attitudes and behaviors

    IMPACT 1st Knowledge – “why should I change” 2nd Attitude – “I should change” 3rd Motivation – “I want to change now” 4th Behaviour – “I am trying to change” 5th Skills & Confidence – “Help me to succeed” 6th Success (& often Relapse)

  • TV Led - 16 Cancers campaign

    IMPACT Video format is best for increasing motivation to change right now – can persuade, tell a story and evoke strong emotion in 30 seconds

  • Digital led - Breaking Habits campaign IMPACT Longer digital videos may be

    best for increasing skills & confidence to change – can explain how to deal with relapse triggers and break habitual behaviors.

  • Impact evaluation • Experiment for Digital-led Campaign

    • Exposure condition (75%) – exposed to two video elements of the campaign

    • Control comparison condition (25%) – exposed to two health- related videos that were unrelated to smoking

    • Population survey for TV-led campaign • Separate population phone survey of 50 smokers and recent quitters

    per week of the campaign (+1 week post) to assess recall and impact

  • Impact – Digital-led & TV-led

    Testimonial n=339; Expert n=333; Control n=223; 16 Cancers n=168

    82% 74%

    58% 64%

    74% 65%

    52% 55%

    82%

    54%

    84%

    65% 58%

    54%

    0%

    20%

    40%

    60%

    80%

    100%

    Believable Relevant to me Feel motivated to quit smoking

    Feel more confident about quitting

    % A

    gr ee

    o r S

    tr on

    gl y

    Ag re

    e

    Digital Testimonials Digital Expert videos Digital Control comparison TV-led 16 Cancers ad

  • Impact – Digital-led vs TV-led • Digital-led videos as believable, but more

    relevant to smokers than control videos • Digital-led videos seemed to have at least

    comparable impact as the TV-led ad* • Digital-led Testimonial videos were particularly

    likely to be relevant and to evoke feelings of confidence

    *Note: Different methodologies were used and further research is needed

  • Changing population-level attitudes and behaviors

    REACH

    *

    Need to use the video media channels that can reach the majority of people to change population-level attitudes and behaviors

    4.3%* 3.0%*

    8.5%*

    *Nielsen. Australian Multi-screen report, Qtr1, 2016

    84.3% of p/m video viewing time* (7% 7-day play-back TV)

  • Reach & Recall - TV-led campaign 60% recalled campaign through any channel, with

    56% via TV or Digital video^

    *Estimates from Mitchells / Dentsu Mitchell post-campaign reports ^Bain, E. Victorian Social Marketing Tracking Survey, Tracking Report No.21

    48% recalled ad on TV^

    16% recalled ad on digital, 7% recalled

    only via digital^

    >1.35 million reached 74% target reached 1+

    >1.5 million views, ?% target reached

    1+

  • Reach – Digital-led campaign

    Actual Reach

    66,292 complete online video views^ if each of these views were unique… ~

  • Cost-effectiveness and Reach Campaign Cost Cost-effectiveness Reach $455,000

    $8,125 per 1% of population reached

    56%^ of smokers in population viewed and recalled full message

    $146,240

    $14,624 per 1%^ population reached

    ~

  • Conclusions and implications IMPACT

     Breaking Habits comparable or better impact as concurrent TV campaign, however most impact on those less interested in quitting.

     Motivational ads aired with links to ‘help-to-quit’ digital content may be best strategy to reach those smokers who need it.

    REACH

     Currently airing ads via digital video may be best as a complement to TV-led campaigns, likely to primarily increase frequency of exposure, but will also provide a small increase in reach

     Digital-only campaigns do not yet seem to have the cost-effectiveness or reach into the population likely to generate population-level attitude and behaviour change.

  • attitudes or behaviour at the population level? Thanks!

    Craig.Sinclair@cancervic.org.au

    Can Digital Media change attitudes or behaviour at the population level? Aims Changing population-level attitudes and behaviors Changing population-level attitudes and behaviors TV Led - 16 Cancers campaign Digital led - Breaking Habits campaign Impact evaluation Impact – Digital-led & TV-led Impact – Digital-led vs TV-led Changing population-level attitudes and behaviors Reach & Recall - TV-led campaign Reach – Digital-led campaign Cost-effectiveness and Reach Conclusions and implications attitudes or behaviour at the population level?