Making Social Marketing Work for You

PARC Symposium

Nancy Duboisn.dubois@utoronto.ca

519.446.3636

Department of Public Health Sciences

University of Toronto

Toronto, Ontario

M5G 1L5

Tel (416) 978-0522

Fax (416) 971-2443

E-mail: hc.unit@utoronto.ca

www.thcu.ca

Our Definition of Health Communication

• The process of promoting health by disseminating messages through mass media, interpersonal channels and events.

• May include diverse activities such as clinician-patient interactions, classes, self-help groups, mailings, hotlines, mass media campaigns, events.

• Efforts can be directed toward individuals, networks, small groups, organizations, communities or entire nations.

3

Types of health communication

• Persuasive or Behavioural Communications

• Risk Communication• Media Advocacy• Entertainment Education• Interactive Health Communication• Communication for Social Change

http://www.youtube.com/inmyname

At-a-Glance

• References to the Workbook• We have more details on most steps

4 Elements for Today’s Focus

• Effectiveness = matching: the intended audience with appropriate objectives through effective channels & vehicles with the best message.

• It can work!VERB / Truth campaigns – intense resources WWF Change clip – need to be persistenthttp://www.youtube.com/watch?v=GrlEQ15mVPM

Step 3: Audience Analysis & Segmentation

• Identify who you will focus campaign efforts towards

• What do you know about them• Use this info to make other campaign

decisions

Audience Analysis Questions

Demographic Behavioural Psychographic gender age ranges typical occupation income range Education family situation location home and

work cultural

characteristics

current behaviour benefits from behaviour readiness for change current social or

medical consequences Feelings of

susceptibility Skill level Knowledge Attitudes Intentions Self-efficacy

values and beliefs

key personal characteristics

where they get their health-related information

organizations and social networks they belong

how they spend their time and money

Role models

Examples: Who is the Audience?

• Cam• Grocery Store• Chainsaw• Chair Football

Unintentional effects?Emotional vs. rational appeal based on their

attitude to the topic

WATERLOO REGION

Set Appropriate Objectives

• Outcome-based How much of what should happen to

whom by when?

• Appropriate LevelIndividualNetworkOrganizationalSocietal

Individuals - audience

Networks – opinion leaders

Organizations – decision

makers

Communities/Societies –

policy makers

Developing a Multi-Level Health Promotion StrategyLevel Bottom line

target for change (objective)

Relevant theories

Factors affecting bottom line

Principle audiences

Individual

Maintaining a personal behavior change.

Stages of Change.Health Belief Model

An individual’s:-knowledge-beliefs-attitudes-skills-self efficacy

Segments most in need of change (based on demographics, psychographics, etc.) Such as:-men-children-low income groups-smokers-homeless people

Network State of the social environment.

Diffusion of Innovations Theory

-Views of network opinion leaders-Frequency and content of conversations about a heath issue within a network.

Opinion leaders of networks such as:-families-groups of friends-colleagues-team mates

Developing a Multi-Level Health Promotion Strategy (2)Level Bottom line

target for change

(objective)

Relevant theories

Factors affecting

bottom line

Principle audiences

Organization

Policies. Organizational Theory

-cost/benefits to industry.-general industry trends.

Decision makers (primary) or employees, unions, customers (secondary) of organizations such as:-Schools,-Worksites-Places of worship-Primary health care settings

Society Formal Laws. Social Change Theory

-Actions of special interest groups-Media coverage-Public opinion

Elected officials (primary) or the public, special interest groups, media (secondary) of a:

-Town-Region-Province-Country

Examples: Which Level?

• Health Systems Group – Employee Fitness

• Calgary Greyhound Walking Club• Active Halton workplace physical

activity policy messaging• Coalition for Active Living Imagine

Campaign

Active Halton

Active Halton

• Regular email bulletins out to workplace health promoters to use as influential messages to decision makers regarding physical activity in the workplace

Channels & VehiclesBest Vehicle=Effectiveness + Efficiency

• Effectiveness = Vehicle’s characteristics are best fit to objective

• Efficiency= (Reach * Frequency) / Cost = Cost per impression

• Reach=# exposed to the message – those not in the population of interest + sharing with others (second-hand exposure) + multiplication effect (promotes other channels and vehicles)

3 Possible Approaches

• Media Broadcast - ParticipACTION Narrowcast – Peel Obesity materials

• Interpersonal Hamilton & Niagara Public Health

Community Activity Ambassadors

• Events Go Outside the Box (Toronto) Turn off the Screens

Effective Messaging

• Maguire’s Hierarchy• THCU’s Message Review Tool

More in-depth Symposium session

• 3 Key Elements

Final Decision   Use  Lose  Adapt

3 Key Elements

• What clarity on the topic

• So What relevance to the audience

• Now What call to action

• http://www.agoodmanonline.com/pdf/bad_ads_high_res/BadAdsHi.pdf

Noted: +15Associated: +16Read Most: +47

Picture ‘pays off’ headline, so headline is positioned at top of ad as initial focal point.

Colour photo is eye catching and contributes to tragic story.

Copy is legible and compelling with few words.

Newspaper Ad

THCU on Health Communication

• Map of all health communication resources http://www.thcu.ca/infoandresources/health_comm_map.cfm

• Developing health communication campaigns toolkit http://www.thcu.ca/infoandresources/resource_display.cfm?resourceID=1008

• Buzz for Behaviour Change http://www.thcu.ca/infoandresources/resource_display.cfm?resourceID=838

• Audience profiles

THCU on Health Communication CON’T

• Making the case (for health promotion initiatives)• http://www.thcu.ca/infoandresources/resource_display.cfm?resourceI

D=494

• Strengthening personal presentations workbook• http://www.thcu.ca/infoandresources/resource_display.cfm?resourceI

D=792

• Health communication message review criteria• http://www.thcu.ca/infoandresources/resource_display.cfm?

resourceID=56&emailID=134

• Interactive online campaign planner http://www.thcu.ca/infoandresources/ohc/myworkbook/login/login.asp

• Special update on risk communication http://www.thcu.ca/infoandresources/resource_display.cfm?resourceID=898

THCU’s Consultation Service

• Free to those working on Ontario-focused projects.• Scope varies, depending on need:

short training sessions; brief, one-time advice; review your work or product;hands-on assistance working through our step models; links to other sources of information and resources.

• Consultation request form http://www.thcu.ca/consultation/request_form.htm

• Sample consultations http://www.thcu.ca/consultation.htm

Upon Request Workshops

• All of our workshops, are available upon request for groups as small as 30 and as large as 50.

• Any coalition or agency can partner with THCU to host a workshop in their community.

• We provide the facilitators at no cost and will work with you to help tailor, organize and promote the event.

• Service request form http://www.thcu.ca/consultation/request_form.htm

• We require at least three months' notice to plan and deliver a workshop.

THCU in collaboration with OHPRS

• Health Promotion 101 This free, online course helps people familiarize themselves with essential health

promotion concepts. http://www.ohprs.ca/hp101/main.htm

• Online Proposal Writing Course The purpose of this online course is to help both newbies and veterans

prepare a coherent and effective proposal. http://www.thcu.ca/ohcc-thcu-proposal-writing-course/

• Ontario Health Promotion Email Bulletin Information exchange among Ontario practitioners. Announcements and events distributed weekly. Feature articles are distributed every second week. The bulletins go out every Friday afternoon. www.ohpe.ca

Disclaimer

The Health Communication Unit and its resources and services are funded by the Ontario Ministry of Health Promotion. The opinions and conclusions expressed in this presentation are those of the author(s) and no official endorsement by the Ministry of Health Promotion is intended or should be inferred.