Social Marketing Downunder Conference 2007
Sustaining Social Marketing
Abstracts and presentations - parallel session 2
Marama Parore and Tim Corbett
Gerardene Waldron
Tracey Bridges
Gerard Vaughan
Dennis Carroll and Adrian Parkyn
Gael Surgenor and Elizabeth Goodwin
Trevor Shailer
Brent Skinnon
Marama Parore and Tim Corbett
Pharmac and ThinkSpace
Abstract
One Heart Many lives
One Heart Many Lives is a cardiovascular disease primary prevention programme, which targets Māori and Pacific Island men aged 35+. Established as a result of research identifying marked variation in the prescribing of statins, it has now grown to encompass a wide range of community activities targeted directly at those affected by heart disease.
The emphasis is on the broad scope effects cardiovascular disease has on the family, friends and community. Increasing awareness and relevance of the effects of the disease and the need to ‘break the cycle’ of early death helps motivate at risk men, to get their hearts checked and receive medication and management, so they will be there for their families, beyond the early 40’s.
Innovative channels employed to reach the target consumer include TXT messaging, GP TV education, local sporting activities, specific pharmacy and point of sale activity. Enthusiastic local project teams who understand the community and quick assessment and funding of infrastructure requirements and evaluation of these activities help to motivate and sustain the programme.
PHARMAC’s role is to help DHB’s establish the strategy and campaign approach and to support them with the first implementation steps. Visit www.oneheartmanylives.co.nz for further information.
Download presentation: 1.2MB pps
Gerardene Waldron
Counties Manukau District Health Board
Abstract
For the love of our children – a community based approach to supporting families to ‘swap 2 win’
Let’s Beat Diabetes (LBD) is a five year district wide plan, developed by and for the people of Counties Manukau, aimed at long-term sustainable changes to prevent and/or delay the onset of diabetes, slow disease progression and increase the quality of life for people with diabetes.
As part of LBD, a community-based social marketing campaign is being launched in March 2007 to mobilise and support Pacific, Māori and low-income families to fight the factors that lead to obesity.
The process relies on:
- Community ownership by developing and implementing the campaign in partnership
- Aligning communications and advertising activity with on the ground activity
- Consumer-centric thinking and practice
- A whole ‘societal’ approach to facilitating behavioural outcomes.
Our goal is to share key learnings to date about what works and doesn’t in adopting this approach, and what our hopes (and fears!) are in terms of achieving optimal behavioural outcomes.
Download presentation 1.6MB pps
Tracey Bridges
Senate
Abstract
Community integration: do we really mean it?
There is no shortage of evidence showing that the most successful social marketing programmes are integrated into communities. But it’s also something that organisations find very difficult – for some very good reasons.
Are we on the verge of cracking this problem in New Zealand? There are some great examples of community integration working well – and delivering benefits to the programmes they serve. But there are also examples of organisations struggling with it, and even some that are choosing to avoid it.
This presentation will look at some lessons from NZ and overseas about community integration: what works and what doesn’t, and how to apply these lessons to your own programmes.
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Gerard Vaughan
ALAC
Abstract
Was it all worth it - do research results ever really get used?
The issue I would like to discuss is how can we better use evaluation and research (academic and market research) to inform the strategic thinking and implementation of activity in programmes aimed at social and behaviour change?
The questions I would like to explore are:
What are some of the things that prevent findings from evaluation and research being applied in social marketing campaigns?
What are some of the things that increase the chances that evaluation and research will be applied in social marketing campaigns?
Are there some rules of thumb around this?
As part of the preparation for this discussion I will talk with and then present some thoughts on this topic from a range of people involved in social and behaviour change programmes in NZ.
(Note: this session was discussion-based)
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Dennis Carroll and Adrian Parkyn
FCB and Ministry of Education
Abstract
Team-Up - Act national, think local
The Team-Up campaign spearheaded by national television and print helped raised awareness and understanding of the contribution parents can make to their child’s learning. This campaign also recognises the important role local people and communities play, especially Māori and Pacific audiences in spreading and living the message at a grass roots level.
This presentation examines the various strategies and initiatives undertaken by the programme to take the teaming up message to those who need it most in our communities. The session covers:
- Coordinated event strategies – their planning and implementation
- How to get noticed, make the message relevant and engage your audience and endeavour to provide a return on investment.
- The publication of age specific magazine style resource booklets for parents, providing practical and easy to follow ‘tips’ on everything from safety on the net, through school bullying, school attendance, healthy lunches through parent-teacher interviews.
- Reviewing a pilot study where local Pacific churches in south Auckland are adopted by Team-Up to spread the word.
Download presentation 1.1MB ppt
Gael Surgenor and Elizabeth Goodwin
Ministry of Social Development, Family and Community Services
Abstract
SKIP – Communities Leading Social Change
SKIP is positively changing the way children are raised in New Zealand.
SKIP uses a community-based social marketing approach to support parents to use positive parenting strategies. It follows community development and a partnership approach, coupled with rapid learning cycles and innovation diffusion.
The instinct of marketers is to create a brand and go to extreme lengths to protect it. SKIP created a brand and handed it over to communities to use in a way that suited their audience and approach. The brand incorporates strong values and principles that drive all activities, but allows for flexibility at an audience level that has led to local ownership.
In SKIP community resources, understanding and access is mobilised to support parent’s behaviour change. Over 160 communities have now delivered SKIP projects, with many continuing to promote SKIP messages long after their contract has ended. This presentation will look at how community-based social marketing can turn into a national social movement.
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Trevor Shailer
GSL Network
Abstract
Long term problems, short-term solutions
We’ve been thinking….
Behaviour change is the bottom line when it comes to social marketing, and as we know, this isn’t the easiest of tasks when attempting to encourage certain priority groups to change habits of a lifetime.
Social marketing practitioners generally acknowledge and promote the need to take a long-term approach and commitment to tackling behaviour change, but how often are programmes or campaigns only in place for a short period of time.
We’ve been thinking…. How can we realistically establish a position in the market for our respective brand/programmes when, for whatever reason we aren’t in the market place or in front of our audience/s on an ongoing and regular basis? Are we in danger of attempting to build a credible and trusted relationship with these consumers and then moving on when priorities change or there has been a shift to try something else altogether? How will we attempt to strengthen and build ongoing and long lasting relationship with our audience/s when we only plan for 3 yearly cycles? (If that!) Changing behaviour is a long-term commitment.
Perhaps it is time to consider what we mean when we say long-term change.
(Note: this session was discussion-based)
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Brent Skinnon
HSC
Abstract
What happens when the money runs out? Sustaining behavioural change within an uncertain funding environment.
How do you achieve long-term behavioural change in a short-term funding environment?
Brent Skinnon, Director of the award-winning Bike Wise Programme, explains how Bike Wise deals with the question, “What happens if the money runs out?”. He will cover:
· Creating distributor networks: how to create momentum and enthusiasm that is self-sustaining.
· Customer Relationship Marketing: how to use technology and database marketing techniques to empower your stakeholders and increase customer retention rates.
· Media Relations -” making a noise that’s hard to ignore”.
Download presentation 276KB pps
