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
gree
or S
tron
gly
Agre
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… ~<10% of Victorian smokers exposed to
at least 1 campaign video (~700,000 Victorian smokers)
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
~<10%^ smokers in population viewed 1 full message – but was it those who needed the message?
^Bain, E. Victorian Social Marketing Tracking Survey, Tracking Report No.21 ^Quit Victoria, digital tracking - if no cross-device views from same person and each view from a smoker
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.
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