Social Marketing to Influence Public Behaviors

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SOCIAL MARKETING

What is it? Why is it so hard?

What makes it easier?

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TOPICS

•Definition

•Applications

•Why It’s So Hard

•4 Success Stories

•12 Principles Behind Their Success

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DEFINITION: FORMAL

“A process that uses marketing principles and techniques to influence a target audience behavior that will benefit society, as well s the individual.”

BEHAVIORS TO REJECT, MODIFY, ACCEPT, ABANDON

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DEFINITION: INFORMAL

Changing Behaviors for Good

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IT’S ALL ABOUT BEHAVIORS

• Eat 5 fruits and vegetables a day.• Move right for sirens and lights.• Exercise 30 minutes, 5X a week.• For toddlers, wear a lifevest around a

swimming pool, on the beach, and on a boat.• Store handguns in a lockbox or safe.• Know your BMI.• Immunize on time.

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TYPICAL APPLICATIONS

• Improving Health

• Preventing Injuries

• Protecting the Environment

• Mobilizing the Community

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HOW DIFFERS

• Commercial Sector Marketing

– Selling goods and services

– For a profit

– Benefit of shareholders

• Non-Profit Marketing

– Promoting services

– Supporting fundraising

• Social Marketing

– Influencing behaviors for good

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HOW DIFFERS

From Education:– Education informs

– Social Marketing changes behaviors

From Advertising and Social Media:– Only two of the Promotion options

(Communications)

– There are 3 other powerful tools: Product, Price and Place

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SOCIAL DIFFUSION

• Everett Rogers

http://upload.wikimedia.org/wikipedia/en/4/45/DiffusionOfInnovation.png

http://upload.wikimedia.org/wikipedia/en/4/45/DiffusionOfInnovation.png

Adapted from Jay Kassirer, Tools of Change

and Dave Ward, Puget Sound Partnership 10

Adapted from Jay Kassirer, Tools of Change

and Dave Ward, Puget Sound Partnership 11

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WHY IT’S 1000 TIMESHARDER

We ask people to . . .

• Be uncomfortable

• Risk rejection

• Reduce pleasure

• Give up looking good

• Be embarrassed

• Go out of their way

• Spend more time

• Spend more money

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FOUR SUCCESS STORIES

1. Tobacco Cessation

2. Pedestrian Safety

3. Food “Recovery”

4. Litter Prevention

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FOR EACH STORY

• Target Audience

• Behavior Objective

• Guiding Theory

• 4Ps in Toolbox– Product

– Price

– Place

– Promotion

• Results

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TOBACCO CESSATION

• Situation: Washington State– Year 2000: 1 million adult users

– $1800 taxpayer cost per smoker/per year

• Target Audience:– 70% wanting to quit

• Behavior:– Call the Quit Line

• Theory:– Stages of Change

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STAGES OF CHANGE

1. Precontemplation

Not thinking about making a change

2. Contemplation

Thinking about making a change, but have barriers

and concerns

3. In Action

Actively preparing for or attempting the change

4. Maintenance

Committed to the behavior and have no intention

to return earlier behavior

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• Quit counselor

• Quit plan

• Quit kit

• Quit resources

PRODUCT PRICE PLACE PROMOTION

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Toll Free Number

Free Counselor

Free Quit Plan Kit

Online Calculator


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PHONE– 7 days a week

– 5am – 9pm

– Message 24/7

WEB SITE– Worksheet

– “Click to Call” button

FAX FROM PHYSICIAN’S OFFICE

PRICE PLACE PROMOTIONPRODUCT

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• Messages

– Encouraging

– Understanding

– Assuring


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• Media Channels

– Television

– Outdoor

– Posters

– Brochures

– Wallet cards

– Bar coasters

– Workplace activities

– Publicity


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RESULTS

• 2007, seven years later

• 100,000th call

• 13% of callers quit

• 235,000 fewer smokers in state

• From 22.4% to 17% users

• From 20th to 5th in nation

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PEDESTRIAN SAFETY

• Situation: City of Kirkland– Pedestrian flags since 1996– 2007, 11% usage

• Target Audience:– Workers, shoppers

• Behavior:– Use a flag every time

• Theory:– Health Belief Model:

• Barriers Focus

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BARRIERS

• What are they for?

• No flags on my side.

• Holder hard to use.

• I feel safe.

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• Old Design • New Design


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• Adopt a Crosswalk Partners


http://www.youtube.com/watch?v=TMqfPlIFnbg

http://www.youtube.com/watch?v=TMqfPlIFnbg

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• Improving Access


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• Drink Coasters • Posters


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• Downtown Banner • Sidewalk Stencils


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RESULTS: 5 MONTHS LATER

2007 2008 % CHANGE

# People/

Groups

2426 2363 3% Decrease

# Flags 267 438

64% Increase

% Usage 11.0% 18.5% 68% Increase

FORK IT OVER!

• Year 2000. Metro Regional Government

• Perfect storm in Portland Oregon:

– 180,000 tons food disposed annually in solid waste system

– Oregon Food Bank struggling

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FORK IT OVER!

• Food Rescue Program• Partners: Restaurant Association, Chef’s, Food Bank, 3

Counties, 25 cities, Food Alliance

• Provide food business a safe and convenient way to donate their perishable and surplus prepared foods to agencies that serve the hungry

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FORK IT OVER!

• Restaurant Concerns:

– How do we get involved?

– How do we get the food to you?

– Can we select the agency closest to us?

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FORK IT OVER!

• Response of Fork it Over:

– Online registration

– Online selection of agency

– Picked up at scheduled time

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FORK IT OVER!

• Making a difference:

– 1999 -2005, 18 million pounds forked over

– Spent $700,000 to administer program

– Saved $647,650 in disposal costs

– Food worth $17 million

– Every dollar invested, $31 benefit

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LITTER PREVENTION

• Situation: Washington State 2001– 16 million pounds of litter/year (Just on roads)– $4 million for only 25%

• Target Audience:– 20% tossing stuff or

not securing loads– 80% watching!

• Behavior:– Proper disposal– Report littering

• Theory:– Social Norms

http://www.ecy.wa.gov/programs/swfa/litter/pdf/urinal.pdf

http://www.ecy.wa.gov/programs/swfa/litter/pdf/urinal.pdf

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Social Norms Theory

• Behaviors influenced by what we think others we like/respect do

• Increase perception that “everyone” is doing the desired behavior

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• Toll-free Hotline • Web site


http://www.ecy.wa.gov/programs/swfa/litter/images/Keychain.jpg

http://www.ecy.wa.gov/programs/swfa/litter/images/Keychain.jpg

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• Highlight fines

• Hotline & Web site: Free


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• Hotline Available 24/7


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RESULTS

• Outcome:

– Calls to Hotline: Over 15,000/year

– 100,000 call Fall 2007

• Impact:

– 2003-2007

– 24% Reduction (From 8000 to 6000 tons)

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ICING ON THE CAKE

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PRINCIPLES FOR SUCCESS

1. Start with target audiences most ready for action.

2. Promote single, simple doable behaviors.3. Understand barriers to behavior change.4. Bring real benefits to the present.5. Use all 4Ps.6. Find a tangible good or service to include.7. Look for a price that matters.8. Make access convenient.9. Practice effective communication techniques.10. Get commitments and pledges.11. Use prompts.12. Determine a Return on Investment (ROI)

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#1. START WITH TARGET AUDIENCES MOST READY FOR ACTION

•Targets first time donors

•Costs 10 times as much to acquire a new donor

•If 10% of current donors give just one more time each year, reach donation goals

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#1. TARGET AUDIENCE

• Who is the target audience for this?

http://www.youtube.com/watch?v=h-8PBx7isoM

http://www.youtube.com/watch?v=h-8PBx7isoM

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#1. TARGET AUDIENCE

#2. PROMOTE SINGLE, SIMPLEDOABLE BEHAVIORS

• EPA

• Reducing consumption of fish with contaminants

• Phase I:

– Targeting “Lots of Fish”

• Course Correction

• Phase II:

– One Behavior

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ORIGINAL CAMPAIGN: MULTIPLE FISH &RECOMMENDATIONS

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REVISED CAMPAIGN: ONE FISH93% REDUCTION

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OBESITY CAMPAIGN

• Now right up there with tobacco

• Close to 400,000 deaths a year

• Dept. Health & Human Services

• http://www.youtube.com/watch?v=X3vlIF1Orr4

http://www.youtube.com/watch?v=X3vlIF1Orr4

Small Steps

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#3. UNDERSTAND BARRIERS TOBEHAVIOR CHANGE

• Situation: Rural Wisconsin

– Spring 2002 Wisconsin DOT

• Target Audience:

– 21-34-year-old single men

• Behavior:

– Take Alternative Rides

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ROAD CREW

“Why do you drive after drinking excessively?”

– To get home!

– I need my car in the morning

– Everybody does it

– I feel safe (especially at 1am)

– Low risk of getting caught

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ROAD CREW

“What do you want instead?”

– Nice vehicles (no school buses)

– Ride from home

– Ride between bars

– Ride back home

– With my buddies

– Smoking and drinking

• Old limos

• Pick up at home, work or hotel

• Scheduled time

• Can take you

between bars

• Can smoke & drink

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• Average $15-$20 evening /per person

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• Thailand, 1991, 140,000 AIDS cases/yr.


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RESULTS

• Outcome: – 4 years

– 32 communities

– 97,200 rides (by 2008)

• Impact:– July 1, 2002 – June 30, 2003: 17%

reduction in crashes

– No observable increase in consumption compared to control groups

• ROI:– Cost of Accident: $56,000

– Cost to Avoid: $15,000

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#4. BRING BENEFITS CLOSER TOTHE PRESENT.

• Chesapeake Bay – largest estuary in U.S.

• 11% of nitrogen loading from lawn fertilizers

• 2003 Blue Crab Harvest hit historic low

• 2004 Campaign:

– Target Audience: Homeowners with lawns

– Behavior: Skip spring fertilizing; choose fall

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WHAT’S IN IT FOR ME?

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http://www.youtube.com/watch?v=AMOBPQ55zKw

http://www.youtube.com/watch?v=AMOBPQ55zKw

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#4. BRING BENEFITS CLOSER TO THE PRESENT.

BEHAVIOR CHANGE OUTCOMES

•Before campaign:

– 52% planning to fertilize in spring

•After 2 weeks of campaign:

– 39% planning to fertilize in spring (25% improvement)

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#5. USE ALL 4PS

Tobacco Quit Line

Pedestrian

Flags

Food

Rescue

Litter

Product Quit Line

Quit Kit

Quite Counselor

Improved Flags Reuse unwanted food

Hotline

Price Toll Free

Savings

Medications

Discount coupons from Partners

Free Free to Call

Fines

Place Line: 5am-9pm

Web site: 24/7

Buckets to ease use and

closer to crosswalk

Picked up at the restaurant when scheduled

24/7

Promo-tion

Integrated Mix

Testimonials

Healthcare Providers

Drink coasters

Banners

Newspaper Stories

Posters

Partner mention

Web sites

Staff

Road signs

Radio ads

TV ads

Outdoor

Posters

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#6. FIND A TANGIBLE GOOD ORSERVICE TO INCLUDE


• The F’Poon

• 1500 tea drinkers in 6 hours; 65% less sugar

• Liked the idea

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#6. FIND A TANGIBLE GOOD OR

SERVICE TO INCLUDE


SERVICE TO INCLUDE.

• Reducing Anemia in Cambodia

• November 2011

• Research scientist charged with– What would it take to get women to put the

chuck of iron in the pots?

– Small circle of iron . . wouldn’t use

– Lotus flower shape . . .didn’t like

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SERVICE TO INCLUDE.

• Conversations revealed shape of a local river fish believed to be lucky!

• Women happy to put it in the pot

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• Chicago alone: 175 schools

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#7. LOOK FOR A PRICE THATMATTERS

http://www.youtube.com/watch?v=nojWJ6-XmeQ

• To your Target Audience

http://www.youtube.com/watch?v=nojWJ6-XmeQ

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#7. LOOK FOR A PRICE THATMATTERS

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#8. MAKE ACCESS CONVENIENT

NEW YORK CITY

• 3% of population

• 18% of HIV/AIDS

• Increasingly (2003)

– Black (44%)

– Latinos (32%)

– Women (31%)

– The Poor

• Since 1971: Condoms at health clinics

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• 2007: A New Approach• “Grab a Handful & Go”

– Subways,– Barber shops– African hair braiding – Nail salons,– Laundromats– Bath houses,– Tattoo parlors– Ethnic cafes

• Dial 311 to order• 2.5 million/year to 18 million

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• Highest voter turnout in the nation

• 74% vs. 64% nationwide

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#9. USE EFFECTIVE COMMUNICATION

TECHNIQUES

• Messengers Matter.

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TECHNIQUES

• Be There Just In Time.

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TECHNIQUES

• Be Concrete.

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TECHNIQUES

• Be Clear. Is this?

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MUCH CLEARER

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CPR EASY TO REMEMBER

#9. USE EFFECTIVE COMMUNICATIONTECHNIQUES

• Have Some Fun!

86http://www.youtube.com/watch?v=2lXh2n0aPyw

http://www.youtube.com/watch?v=2lXh2n0aPyw

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#9. USE EFFECTIVE COMMUNICATIONTECHNIQUES

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BRANDING BREASTFEEDING 73% vs. 63% IN 1 YEAR

INCREASING FAMILY PLANNINGIN THAILAND

• The Condom King• Targeting Married

Couples

• “Mechai Viravaidya, Ex-Senator in Thailand and Chairman of Population and Community Development Association has been credited with decreasing the average number of children per family from 7 in 1974 to 1.5 in 2005.”

- TEDxChange 2010

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• The Pill, Condoms & Vasectomies– Renamed birth control pill “Family Welfare Vitamin”

– Nurses could prescribe the pill

– Free vasectomy festivals once a year

– Free clinics next door to popular restaurants

– Buddhist monks sprinkled holy water on pills

PRODUCT PLACE PROMOTIONPRICE

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– Passed out at McDonald’s, tool booths, gas stations

– Nurses could prescribe the pill

– Cabbage & Condoms Restaurants

“Our food is guaranteed not to cause pregnancy”


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“The only restaurant I've been to where you are given a condom with your bill. The food here was very good on my first visit and at a reasonable price(can't remember exactly how much) and the service impeccable. No rubbery taste to any of the food unless you think the condom is an after dinner mint.”

PRICE PROMOTIONPRODUCT PROMOTIONPLACE

INCREASING FAMILY PLANNINGIN THAILAND

• OUTCOMES– From 3.3 % population growth rate to .5

percent

– Using same approach to prevent HIV/AIDS

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#10. GET COMMITMENTS &PLEDGES

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• Followup Survey 500HH: 6 months

• Among those who saw campaign:– 21% who had allowed smoking in their car

changed their rules • “We don’t smoke in the cars with kids anymore”

• “I don’t smoke when the nephews are in my car now.”

– 17% who used to allow smoking in their home changed their habits:• “I don’t let people smoke inside anymore”

• “I don’t smoke around the grandkids now and if they’re coming over, I air out the house.

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#11. USE PROMPTS

SIDS & Pampers

• Health Canada Research

• From 44% to 66% saying back sleeping position reduces risks

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#12. DETERMINE AN ROI

• Remember the WA State Quit Line?

• State cost per quit: $830

• State savings per quit: $1800/year

• For every dollar spent, saved $2.16

• That’s a 116% ROI for the first year

• A 216% ROI every year stays quit.

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IN SUMMARY

• Social Marketing is Changing Behaviors for Good.

• It’s hard.

• There are Principles and Techniques that will help you succeed.