Media Campaigns, Social Marketing, and Social Norms Campaigns: What is the Difference?

Transcription

1 Media Campaigns, Social Marketing, and Social Norms Campaigns: What is the Difference? Center for the Application of Prevention Technologies West Resource Team Anne Rogers, M.Ed., CHES CAPT Associate

2 2 This training was developed under the Substance Abuse and Mental Health Services Administration s Center for the Application of Prevention Technologies contract. Reference # HHSS C. The views, opinions, and content of this presentation are those of the author and do not necessarily reflect the views, opinions, or policies of SAMHSA or the U.S. Department of Health and Human Services For training use only.

3 CAPT Approach to Webinars 3 Audience engagement throughout Use of interactive techniques, including chat boxes, polls, hand raising, white boards, and small break-out groups Opportunities for information dissemination, application of concepts, and skills building

4 Primary Audience 4 Community-level Strategic Prevention Framework State Incentive Grantees, Partnership for Success II Grantees, and Block Grant prevention workers from across the nation.

5 Introduction to Connect Pro 5 Communication Methods: 1. Typing: Type question in chat window Press enter or press the thought bubble Everyone will see the question

6 Introduction to Connect Pro 6 2. Raising your hand in response to a question Raise and lower your hand by clicking on the icon 3. Polling during the webinar

7 Housekeeping Online Feedback Forms We will send a surveymonkey.com link in a follow-up Presentation Materials We will make available for download all presentation slides and supporting materials Participants who attend the entire webinar will receive a certificate for 1.5 continuing education hours

8 Learning Objectives By the end of this webinar, participants will be able to: 1. Identify how media campaigns, social marketing, and a social norms campaigns differ from one another 2. Explain how media strategies can be used as part of a comprehensive prevention plan

9 Learning Objectives (continued) 9 3. List strategies for developing media messages that effectively target audience needs and produce desired behavior changes 4. Name important elements to include when evaluating media campaigns, social marketing, and social norms campaigns

10 Polling 10

11 Facilitator 11 Anne has worked in the field of prevention and health promotion for 25 years, currently in the position of data and research manager for the Maine Office of Substance Abuse and Mental Health Services. She also provides substance abuse prevention services for the CAPT s Northeast Resource Team. Anne Rogers, M.Ed., C.H.E.S.

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13 Defining Media/Communication Strategies 13

14 Media Campaigns 14 A campaign is an attempt to inform, persuade, or motivate behavior change in a large audience. A media campaign uses media (e.g., TV, radio, Internet, newspapers) to deliver a message.

15 Social Marketing 1 The application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence the voluntary behaviors of target audiences in order to improve their personal welfare and that of their society.

16 Social Marketing (continued) 16 Built on marketing industry principles Uses the 4 P s: Product Price Place Promotion More extensive audience segmentation

17 Social Norms 2 17 Rules developed by a group of people that specify how people must, should, may, should not, and must not behave in various situations.

18 Social Norms Marketing Campaigns 3 18 Use marketing techniques to change misperceptions regarding audience behavior and ultimately change behavior by communicating accurate group norms of the specified audiences.

19 Social Marketing vs. Social Media 19 Social Marketing Multiple steps Planning Uses multiple tactics for message delivery Over 3 decades old Social Media A tactic, venue Tool Technology Only about a decade old

20 Social Media Social Marketing 20

21 Chat 21 What questions or additional insights do you have to add to these definitions?

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23 Sample Logic Model: Identifying Issues Community Consumption Pattern Community Risk Factors Community Conditions Campus allows alcohol sale and advertisement at games X% of college students binge drink Students don t think binge drinking is harmful; High access on campus and near campus Local fraternities encourage binge drinking at frat parties University staff not aware of the extent of the problem

24 Synergistic Effects Enforcement Strategies *Establish campus party patrols *Train all alcohol servers in town to request identification *Establish anonymous phone line/ for reporting illegal serving, DUI, etc. Norms Communication/Educ.: *Change views of individuals re: behavior *Create awareness and momentum to change policy *Change both the individual and the environment Policy Change *Establish drug-free campus policy *Create climate to support enforcement of policy *Require all alcohol servers to complete Responsible Beverage Service training each year

25 Targeting Your Audience 25

26 Planning Marketing Campaigns Developing your message(s) Choosing a theory of change Planning the evaluation Pre-testing messages Building capacity to support planning activities

27 Planning: Message Identifying a Message Selecting a Campaign Adapting an existing campaign or developing your own Selecting appropriate and affordable channels

28 Message: New or Used

29 Planning (continued) 29 Piloting and pre-testing alternate and culturally appropriate versions of your message with each market segment Planning implementation Developing monitoring and evaluation plans

30 Considering Your Audience 30 Age Gender Media habits Reading level Cultural affiliation(s)

31 Which Method Will Have the Greatest Impact on Your Audience? Positive Educational Negative Relevant Normative Humorous

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33 Chat 33 Who is the target? What is being sold? What are the benefits of the behavior? What are the barriers to changing the behavior?

34 Examples of Campaign Materials 34

35 When to Consider Pre-Testing 4 Concept Development Planning Draft Review Comparison Final Development

36 Pre-Testing Pitfalls Testing too late to make changes Use of an untrained moderator or interviewer Testing the message with too limited an audience or the wrong audience Using the wrong questions or misinterpreting group responses Not recognizing suggestions that are contradicts prevention best practice

37 6 37 www. maine.gov/partysmarter

38 Coaster 38 www. maine.gov/partysmarter

39 Coasters 39 www. maine.gov/partysmarter

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41 Chat 41 Who is the target? What is being sold? What are the benefits of the behavior? What are the barriers to changing the behavior?

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43 Process Evaluation Documents whether project activities are implemented as planned For example: hours of research conducted to develop the social marketing campaign number of planning sessions number of ads measures of program fidelity (i.e., faithfulness to the planning and implementation process)

44 Outcome Evaluation Short-term outcomes are related to changes in risk factors or intervening variables Long-term outcomes are changes in behavior related to the priority consequence or consumption patterns

45 Above the Influence Evaluation 5 45 Surveyed youth monthly during the campaign on awareness, attitudes, intention to use Four independent studies show effectiveness of campaign to reduce initiation of marijuana use in youth

46 What to Measure Community attitudes, norms, traditions, policies, behaviors Can also be helpful to think about evaluation of a social marketing campaign in terms of the 4 Ps: Product Price Place Promotion

47 Measuring Reach and Exposure Reach Number of individuals exposed to a message Exposure/Frequency Number of times exposed to the message Gross Impressions Measures rate of exposure in your target population Gross impression = number of people exposed x frequency, divided by number people in target population(s)

48 Summary 48

49 Chat 49 What further information, training or technical assistance would you like related to this topic?

50 Housekeeping Online Feedback Forms We will send a surveymonkey.com link in a follow-up Presentation Materials We will make available for download all presentation slides and supporting materials Participants who attend the entire webinar will receive a certificate for 1.5 continuing education hours

51 Questions or comments? Michelle Frye-Spray Associate Coordinator CAPT West Resource Team (775)

52 References Andreasen, A.R. (1995). Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment. San Francisco: Jossey-Bass. 2. Social Norms. (n.d). (2011). In Sociology guide: a students guide to sociology. Retrieved 4/24/2013 from 3. Prevention First. (2011). Communication campaigns professional development resource guide: Social Norms Marketing. Illinois Retrieved 4/1/13 from %20guide_opf_files/websearch/page0008.html 4. American Medical Cancer Research Center and the Centers for Disease Control and Prevention. (1993). Beyond the brochure: Alternative approaches to effective health communication [Brochure]. Denver, CO: Available: 5. Office of National Drug Control Policy. (2011) Campaign Effectiveness. Retrieved from 6. State of Maine, Department of Health and Human Services, Office of Substance Abuse and Mental Health Services. (2009). Party smarter: a social marketing campaign. [Campaign materials]. Retrieved from