Defining a Caribbean Social Marketing Campaign. Robin Mowson Consultant, Department of Noncommunicable Diseases And Mental Health, PAHO/WHO

Transcription

1 Defining a Caribbean Social Marketing Campaign Robin Mowson Consultant, Department of Noncommunicable Diseases And Mental Health, PAHO/WHO

2 Background Social Marketing training for four country teams First meeting with University of South Florida WHO Collaborating Center and multisector country teams, followed by formative research in countries Second meeting in conjunction with SaltSmart Consortium meeting to brainstorm ideas for implementation and create marketing plans 1 Social Marketing Campaign Design

3 Participants Multisector group made up of: o PAHO country representatives o Non-Governmental Organizations o Government nutrition and communication specialists o Members of SaltSmart Consortium from private sector 2 Title of the Presentation

4 Objectives The aim of the meeting was to develop detailed proposals for a social marketing salt reduction campaign targeting Caribbean mothers. Create a product or campaign that would reduce the amount of salt/sodium being added during cooking and at the table throughout the Caribbean region Move from product to promotion by defining campaign activities that align with the messages of the SaltSmart brand Selling the campaign to funders 3 Social Marketing Campaign Design

5 Defining Audience Needs: Starr Primary Target: Moms Low-income Caribbean countries Children in primary school (ages 5 12) Influencers to Reach Moms Schools Children Church Family/friends Health Care Providers 4 Social Marketing Campaign Design

6 Developing a Campaign Brand Groups were given four brand categories: Information Brand Action brand Policy Brand Inspirational Brand They were asked to discuss how each brand might be used to address the needs of their defined audience. Groups were encouraged to prioritize these brands in terms of the needs of the target audience that have chosen. 5 Social Marketing Campaign Design

7 Finding a Message Strategy The group was asked to devise a message campaign to match a chosen brand. The criteria for the messages are as follows: The tone must be fun. Humor is encouraged Success oriented Adaptable to multi media Ideas for social media Surprising to Target audience 6 Social Marketing Campaign Design BLACK IS BEAUTIFUL CUT THE SALT

8 The Pitches A mock proposal pitch was organized to a set of fictitious donors their campaign strategies and the proposed cost. Followed by a discussion on how each of the campaigns could be implemented in country settings Key topics considered included timeline, partner mobilization, budget, messaging and media management, and evaluation. 7 Social Marketing Campaign Design

9 YOU CAN CONTROL THE BULLY Campaign Goal Behavior Change: Encourage Caribbean mothers aged to: Taste recipes as they cook. Taste meals before they add salt to them automatically (and teach their children to do the same). Use other flavors/herbs instead of salt

10 YOU CAN CONTROL THE BULLY Campaign Key Messages Empowerment (the emotional tone of the campaign): You can control the bully I can control the bully Reducing salt has significant health benefits. My foods can taste just as good or even better! Key learning is that I can create my current recipes in a more salt-smart way. My food can taste just as good with less salt (or no added salt)!

11 YOU CAN CONTROL THE BULLY The Story -- Animated Videos Add Some Color to Your Dish

12 YOU CAN CONTROL THE BULLY The Story -- Animated Videos Add Some Color to Your Dish Sorry, I don t date salt!

13 YOU CAN CONTROL THE BULLY The Story -- Animated Videos Add Some Color to Your Dish

14 YOU CAN CONTROL THE BULLY The Story -- Animated Videos Add Some Color to Your Dish THANKS MOM! Your cooking is so flavorful! Your food is better than grandma s! Add Some Color to Your Dish

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18 Strategic Approach HEART NOT HEALTH Emphasize emotion over cold, hard facts MAKE IT EASIER Focus on salt reduction, not eliminating it completely from the diet COLLABORATE Work with influencers at home, work and play CUSTOMIZE Design a program with menu options that can adapt to budget and individuality PILOT Test the program in cooperating countries, then refine before rolling out to others

19 TAKE THE 30-DAY CHALLENGE 1 Go green day 2 Replace salty snack with fruit 3 No salt at dinner table 4 Taste before adding salt 5 Cut salt out of starch prep 6 No ketchup day 7 Cut salt out of eggs at breakfast 8 No cheese pizza day 9 Lime it day 10 Cut salt out of cooking water 11 Herb it day 12 No salt selfie day salt-fieday 13 Post #besaltsmart with tips 14 Share Salt Smart meme on Facebook 15 8 hour salt fast (Sunday) 16 Half a cube day 17 Use salt in a different way 18 Kid s salt smart day Kids in kitchen 19 Half a ramen day 20 Use a low salt product 21 Rethink brining with a rub 22 Go green day 23 Replace salty snack with fruit 24 No salt at dinner table 25 Taste before adding salt 26 Cut salt out of starch Cook meat regularly 27 No ketchup day 28 Cut salt out of eggs at breakfast 29 Cook meat regularly 30 Try cooking with a lowsalt product

20 Salt Smart Star Chart Salt Smart Activity Done ( ) Parent s Signature 1. Go green day CThompson 2. Replace salty snack with fruit Star Award 3. No salt at the dinner table CThompson 4. Taste before adding salt 5. Cut salt out of starch prep CThompson CThompson 6. No ketchup day 7. Cut salt out of eggs at breakfast CThompson

21 Next Steps Creating a cohesive plan that includes all aspects from the 3 campaigns so that they can be utilized together or separately by the team workshop participants in country. A shared database of potential donors from regional and national levels will be compiled by all the workshop members and will assist countries in targeting their pitches to particular funding sources For participants, we asked that they begin working in their countries to identify channels of communication and networking to get campaigns supported. 20 Social Marketing Campaign Design

22 Thank you! 21 Social Marketing Campaign Design