Social Marketing Downunder Conference 2007
Sustaining Social Marketing
Abstracts and presentations - parallel session 1
Janet Hoek
Chrissie Lahood and Deb Hurdle
Judy Oakden and Robyn Cormack
Sandra Kirby, Emanuel Kalafatelis , Jeff Clark , Sara Bennett , Belinda Airey
Rhys Taylor
David Towl and Marija Vidovich
Jayne Krisjanous
Janice Bagot
Janet Hoek
Massey University
Abstract
When Social Marketing Goes Bad? An Evaluation of the Food Industry Accord
Debate over whether social marketing should stimulate “upstream” policy change or promote “downstream” individual behaviour change has intensified over recent years. However, discussion has largely centred on social marketing campaigns undertaken by NGOs or public health groups and the extent to which they support, or are supported by, policy and regulatory initiatives. Much less attention has been paid to industry’s use of social marketing to ensure “upstream” policy changes support their interests, which may not always align with public health goals.
This paper reviews the social marketing activities described in two reports submitted to the Minister of Health by the Food Industry Group (FIG). In particular, the paper analyses the likely effectiveness of the FIG’s activities, explores the monitoring systems that could be introduced to evaluate the FIG’s social marketing initiatives, and considers regulators’ response to the FIG’s activities.
More generally, the paper considers the growing use of social marketing campaigns by industry as a means of corporate positioning and highlights the need to view social marketing used demonstrate corporate social responsibility with some caution.
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Chrissie Lahood and Deb Hurdle
Y&R Advertising and SPARC (Sport and Recreation New Zealand)
Abstract
Identifying Drivers and Creating Levers: Push Play
Push Play is the national social marketing campaign run by Sport and Recreation New Zealand (SPARC) to get all New Zealanders sufficiently active to lead healthy lives.
Since 2003 Push Play strategies have been informed by SPARC’s Obstacles To Action research, which segments inactive groups by their barriers and motivations.
Over the last three years Y&R Advertising has created a variety of campaigns, tools and materials targeting the segments. The Push Play Activator was the first, centred around the Activator tool, which addressed specific barriers for Support Seekers and Others Oriented segments, providing easy entry points and early wins. Supporting communications played on the segments’ primary motivations such as keeping up with their children and seeing people like themselves being active.
The Push Play Nation campaign positioned activity as a social norm and continued to drive participation through the segments. It used commitments (a month-long programme) and incentives (prizes and giveaways for sign up). Tools included five celebrity-endorsed programmes tailored to different segments (including the Busy and Stressed) and an Activity Planner, with additional support and encouragement provided via email.
The latest continuous monitor research, Overcoming Obstacles To Action July-Sept 2006 shows that 20% more of the OTA target group are now considered sufficiently physically.
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Judy Oakden and Robyn Cormack
AC Neilsen and Retirement Commission
Abstract
Plotting a path for Kiwis being Sorted
The Retirement Commission wished to redevelop and re-position their public education brand Sorted to engage more effectively with a significant proportion of New Zealanders aware of but not currently using www.sorted.org.nz. Their overall goal is to enhance New Zealanders’ ability to make well informed financial decisions throughout their lives, so they will be financially prepared for retirement.
ACNielsen’s solution moved beyond traditional motivational research. Our qualitative research approach focused on understanding behaviours and the drivers of those behaviours. It identified the times when people actively think about money management, times at which the Retirement Commission has the greatest opportunity to intervene and trigger potential learning opportunities.. ACNielsen’s DeltaQualÔ approach is grounded in cognitive psychology.
The Commission now has important insights into the money management habits of different segments of New Zealanders, their money management rules, how these contribute to financial difficulty or success, and the opportunities to connect with them to create ‘teachable moments’ and change.
This research provides insight which can be used over several years as the Commission redevelops and extends the Sorted brand, products and services, to help build New Zealanders’ financial literacy.
This case study demonstrates how research techniques developed and proven to obtain cut through in the competitive FMCG markets, can be extended to address social marketing issues.
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Sandra Kirby, Emanuel Kalafatelis , Jeff Clark , Sara Bennett , Belinda Airey
ALAC, Research NZ, Clemenger BBDO, and ALAC
Abstract
It’s How We’re Drinking
Using a mix of communications strategies and tools and well researched creative in its advertising, ALAC has put the problem of drunkenness firmly in the public mind. It is now exploring how to move from setting an agenda that has been essentially “negative” in its articulation to finding an aspirational articulation of a goal, and keeping people engaged on what will be a long process of change.
After being pilloried for telling New Zealanders they were a load of binge drinkers some three years ago, ALAC has made great inroads towards stigmatising what has probably been one of New Zealand’s most desirable problem behaviours – getting drunk. Now, the original critics of the news are vehemently delivering the messages ALAC initiated. From journalists, to MPs, to local government politicians, opinion leaders and around New Zealand dinner tables and the office water cooler – we’re hearing the same lines – “the problem is our culture of drinking”, or, as is now embedded in our everyday language - “it’s not the drinking, it’s how we’re drinking”.
Getting to this point in the midst of a plethora of health and social messages for people in New Zealand that are all “for their own good” has been a major challenge, but ALAC has achieved both uptake and support.
How has this been achieved so smoothly? New Zealand now agrees there’s a problem. But what next with one of the toughest social challenges out there? How do we maintain momentum and support? How do we really convince New Zealand to give up the pleasure of bingeing?
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Rhys Taylor
Contract researcher for Landcare Research
Abstract
Five years seeking sustainability - what has community education learned?
The ‘Sustainable Living’ education and action programme has been developed collaboratively by 20 local councils and their education partners across NZ since 2001. The Ministry for the Environment has been supportive.
Several thousand surveyed participants later, find out what has been learned about target audiences, appropriate media, effective messages and distinctions on the ground between social marketing and community education. This presentation takes an insider view, from the part-time national coordinator of the programme, who is also - with independent research colleagues - investigating the behaviour changes which the programme may prompt. Energy-saving, water efficiencies, waste reduction, changes in travel and shopping choices, appear to follow participation, but are the barriers to greater levels of action beyond the reach of educational approaches?
New case study material includes the Lincoln ‘Enviro-town’ 2006 marketing research, an attempt to get a whole town more engaged with sustainability awareness and actions.
Background information at www.sustainablehouseholds.org.nz and www.lincolnenvirotown.org.nz
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Download supporting paper 538KB pdf
David Towl and Marija Vidovich
Regional Public Health and HSC
Abstract
Smokefree Upper Hutt – a case study
This project, undertaken by the Upper Hutt City Council and implemented by Regional Public Health in collaboration with other agencies, aimed to make council controlled spaces in Upper Hutt smokefree.
Evidence suggests that visibility and social acceptability reinforce the perception of smoking as a normative behaviour. Perceptions that smoking is a normal behaviour are a significant risk factor in youth uptake of smoking. Therefore, ‘denormalising’ smoking can contribute to a reduction in the number of young people who begin to smoke. Increasing the number of environments that young people frequent which are smokefree, and reducing smoking by role models in these environments, are strategies to denormalise smoking.
In line with the denormalisation objective in national Reducing Smoking Initiation Framework, Regional Public Health approached Upper Hutt City Council in March 2006 to ‘put the issue on their agenda’. The presentation will highlight the processes, motivators, barriers, and strategies used that culminated in the introduction of an educative policy, on 31 May 2006, that restricted smoking in council controlled parks, playgrounds, reserves and sports fields in Upper Hutt City.
The presentation will outline key considerations, monitoring opportunities and learnings that can be shared with communities wishing to implement similar projects and ensure the best outcomes for reducing youth smoking initiation.
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Jayne Krisjanous
Victoria University of Wellington
(co-authors - Maralyn Foureur, Faculty of Nursing, Midwifery and Health University of Technology, Sydney and Peter Thirkell School of Marketing and International Business, Victoria University of Wellington)
Abstract
Pregnancy : A fertile time for long-term health behaviour change messages?
Pregnancy is a time of major life stage transition for a woman, particularly those approaching first time motherhood (Devine, Bove & Olsen 2000). Life stage transitions are characterised by times of personal change in attitudes and practices as a result of changes in social networks, health concerns or resources (Devine, Bove & Olsen 2000) and involving movement from one state to another.
For many women pregnancy is an information-intensive period, where new knowledge needs to be acquired with possible responses considered and enacted as behaviour choices and often, change. In many situations these changes will be positive. Whilst overall pregnant women deal with information specific to enable transition during a life stage, it also raises the question as to whether this period may be a time when women are receptive to information that will influence future lifestyle and that of their families (Szwajcer et al 2005). The implication of this is that the pregnancy period may be a key point where women are receptive to social marketing messages not just about childbearing health, but more general health attitudes and behaviours that affect both themselves and their family’s lives.
This presentation will discuss how the pregnancy period can best be used to facilitate health knowledge acquisition by women and factors that would lead to an environment that would facilitate long-term positive behavioural health attitudes and behaviour choice.
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Janice Bagot
Wollongong University
Abstract
‘Upstream without an oar’ - seeking help for young people with sexually abusive behaviours
The purpose of the Master of Marketing study is to explore the help-seeking behaviour of young people with sexually abusive behaviours and their families within NSW, Australia.
The study utilises help-seeking theory, the Theory of Planned Behaviour and Social Marketing approaches to investigate the benefits and costs for families seeking and not seeking help for their child’s behaviour. It also investigates the social influences and self-efficacy of these families towards help-seeking.
The study has identified that young people and their families rarely seek help before the sexually abusive behaviours are disclosed, usually by the sexual assault victims.
There are identified benefits for young people and their families to seek help. However there are also many psychological, social and structural barriers that influence help-seeking for these young people and their families.
The implications of these findings will be discussed particularly in relation to the need for both up-stream and down-stream marketing strategies to address this serious public health issue.
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