1.+Social Marketing:An IntroductionSara Ackerman, MPH, PhD

2. +What is Social Marketing? The use of concepts and strategies from commercial marketing to influence individual and social practices,with a goal of improved human orenvironmental health 3. +How does social marketing differfrom commercial marketing?similar strategies:both sell products, ideas, practicesdifferent goals:profit vs. health or well being 4. +Social marketing is not the same associal media marketing! 5. +Social marketingcritically examinescommercialmarketing so as tolearn from itssuccesses andcurb its excesses. 6. +www.adbusters.org 7. +Dominant behavior changecommunications campaigns aim to:PROTECT WARN 8. +PROTECT WARN 9. +Beyond warn and protect 10. +integrating interests of theaudience with those of thesponsorphoto credit: www.adpunch.org 11. +Social marketing can be used toinfluence:individual behaviorssocial processesand normspoliciesinstitutionalpracticesimage credit: http://culturegenderhealth.blogspot.com/ 12. +Social marketing draws on methodsand theories from: Anthropology Behavioral economics Design Persuasive technology research Public health Social psychology 13. +Social marketing strategies areused to: Develop communication campaignsAND Design educational materials Improve services Re-design structural/environmentalconditions 14. +Some health topics that have beenaddressed by social marketing: 15. +Why might social marketing bemore difficult than commercial marketing? 16. Youre trying to influencepeople to do things they are uncomfortable with, dontwant to do, or cant do 17. +social marketing principles andmethods 18. +focus on audience Do you really know whatsbest for your audience? Start by engaging andunderstanding youraudiencephoto credit: Ian Webster 19. + audience insight formative research process and outcome evaluation usingparticipant observation and otherqualitative methods 20. +audience segmentation one size fits all solution rarely works forcomplex behaviors psychographics: values interests activities opinions geographic location 21. +your audience/target may be: people whom you want to dosomething different enablers barriers 22. + how are audience segments chosen? persuadable? size and potential impact need influence on primary audience accessibility resources needed to reach audience equity/social justice considerations 23. +exchange what I need for target audiencevs.what they desire, care about, aspire to 24. +exchange image credit: http://bit.ly/nvfY0Z 25. + questioning the rational mantheory of exchangeImage credit: Fairfax County, Virginia: http://www.fairfaxcounty.gov/hd/flu/ 26. +Marketing Mix/4Ps1. PRODUCT and its presumed benefit2. PRICE, or what audience has to do to obtain product3. PLACE, or how product reaches audience4. PROMOTION, or strategy to create and sustain demand for product 27. +4Ps +5. PUBLICS6. PARTNERSHIP7. POLICY8. PURSE STRINGS9. POLITICS 28. + Critique of 4Ps1. Checklist?2. The 4Ps are not behavior change tools3. What about barriers/benefits? 29. +Alternatives to 4PsCommunity-Based Social Marketing:- behavior change via addressingbarriers- less focus on attitudes & beliefshttp://www.cbsm.com/public/world.lasso 30. +Total Process PlanningModel image and content credit: UK Alcohol Learning Centre 31. +SCOPE DEVELOP Identify and consult with Look at current servicesstakeholders Involve stakeholders Conduct preliminary research Look at similar or competing Learn about your audience programs how will theyreinforce or undermine yourusing qualitative methods project? Segment your audience Use theory appropriate toproblem and audience Decide on research methods Develop barrier and exchange Develop evaluation procedures model Test your project 32. +IMPLEMENTEVALUATE Use a range of strategies PROCESS and OUTCOMEand tailor campaign to equally important.audience segments Process evaluation: insight into deviations from Conduct process evaluation plan; understand whatto determine if program is produced observedbeing implemented as outcomesplanned and how people are Outcome evaluation: didresponding you reach target audience; Continue working withdid desired outcomestakeholders occur? 33. +FOLLOW-UP Share/disseminate bestpractices Continue to track outcomesand assess sustainability oftarget behavior 34. +theories/explanatory models used insocial marketingindividual social/relational Social Cognitive Theory social theory: citizenship, subjectivity, embodi Health Belief Modelment, social/symbolic capital, power, historical context Stages of Change social network analysis Diffusion of Innovations coalition/collaboration (PAR) social justice, environmental justice 35. +critiques of social marketing individualsocial, economic, environmental, institutional context 36. +Historical changes insmoking practices inU.S. 37. + SM relies too heavily on psychological behaviorchange theoriesOne principle that distinguishes the bestsocial marketers is an unrelentingunderstanding, empathy and advocacy of theperspective of our priority population orcommunity that is not slanted by what thetheory or research evidence does or does nottell us.- Craig Lefebvre 38. +Health behaviors are wicked problems!Effective change programs do not ONLY communicate persuasive messages. They also try to modify the context using multi-faceted strategies. photo credit: NY Times, Dec.13, 2009 39. + Another example of redesigning the environment to promote behavior change 40. +Unintended consequencesof social marketing: Australias Slip Slop Slap campaign to prevent skin cancer 41. +Case Study: Cleanyourhands campaignUK National SocialMarketing Center (NSMC) Socialmarketing strategies Scale 42. +NSMC hand hygiene project in aScottish hospital handhygiene compliance high, but hospital acquired infectionsincreasing runningout of new ways to sell hand hygiene carrotnot stick need to persuadepeople that its in their interests to complyProject: tailored interventions clean leaders 43. +NSMC hand hygiene project in aScottish hospitalWHO 5 moments depiction: great in principlebut not in practice 44. +alternative representation of 5 moments: 45. + gel: myths and dispensers canpatients remind staff to clean hands? clean zones image and content credit: UK National Social Marketing Centre 46. +Case Study #2: Copenhagen cycling campaignGoal:increase commuting by bicycle to:- reduce pollution and congestion- improve public healthStrategy: - foster and spread bicycle culture - change infrastructure to reducebarriers to cyclingphoto and content credit: City of Copenhagen Technical and Environmental Administration 47. +infrastructure 48. +bicycle culturehttp://www.copenhagencyclechic.com/ 49. +outcomes 2010: 37% of people in greater Copenhagencommuted by bike planners goal: 50% by 2015 public satisfaction with cycling 1995: 17% 2004: 83% 2010: 94% survey: why do you cycle? 55% its faster 33% its more convenient 32% its healthy 29% its cheap 50. +Thank you! photo credit: William Couch