Social marketing downunder
For social marketers in
New Zealand, Australia, South Pacific


Social Marketing Downunder Conference 2007
Sustaining Social Marketing

Abstracts and presentations - parallel session 3

Bob Frame
Terry Parminter
Elspeth Tilley, Frank Sligo and Fiona Shearer
Gerard Vaughan, Brian Van Den Hurk and Judi Clements
Ingrid McDuff and Heidi Flaxman
Penny Salmon, Liz Smith and Leigh Graham
Dennis Carroll and Sam Fisher
Peter Northcote

 

Bob Frame
Landcare Research
Abstract
Society and Spectacle: Social marketing for Sustainability

There is increasing interest globally in the use of social marketing techniques to address environmental issues such as climate change, ethical trading and long-term societal sustainable development. The UN has collected a large number of ads under various themes and sectors.

New Zealand has had some experience of this through campaigns such as 0800Smokey; Target 10% and various campaigns by Meridian Energy and Contact Energy.  The content and impact of these will be reviewed. 

An overview by researchers at Landcare Research's Sustainability and Society Group of both international and New Zealand best practice through many examples of print and TV media ads will be given. These will be organised in a range of categories and by the type of approach the agencies have adopted.

These will be interpreted through the lens of Guy Debord and the role of the Spectacle in Society.

Some themes arising will be presented and participants asked to reflect on ways in which social marketing for sustainability differs from that in other sectors and ways in which it shares issues around drivers and levers.

The paper concludes with a clear objective of future research in this area.

Download presentation 22.5MB pps

 

Terry Parminter
AgResearch
Abstract
Design of environmental strategies by policy agencies using human behaviour models

In 2006, a research project funded by the Foundation of Research Science and Technology was begun to examine the formulation, implementation, and evaluation of policy for achieving regional biodiversity objectives. The project has three case-studies in Auckland, Bay of Plenty and Wellington. In Wellington, the project has begun applying a voluntary approach using social marketing methods based upon social psychology models of human behaviour. In particular, the Wellington study addresses concepts of attitude formation, social norms, self-efficacy, self-identity and perceived behavioural control and associates these with priorities for specific areas of behaviour change. The priorities have been linked with theories of behaviour change to develop segments for a targeted strategy involving communication, education and advocacy. The behaviour change strategy is being implemented from 2006 and evaluation of its effectiveness will be carried out in 2009.

This paper describes the background theories, the empirical studies carried out to guide the strategy, and the design of the policy application.

Download presentation 680.5KB pps

Elspeth Tilley, Frank Sligo and Fiona Shearer
Massey University
Abstract
Drivers and levers for increasing literacy: Research findings from the Wanganui L&E programme

This presentation reports on major longitudinal research into literacy and employment and, specifically, on drivers and levers for change among adults with low literacy in English. Although marketing was not our initial brief, our data suggested that social marketing was needed, and this became one of our key recommendations for policy makers. Our data show how participants in literacy training find out about training, what drives them to join, and why they stay or don’t stay.  The data also show that a major barrier to joining literacy training is stigma attached to the term literacy itself. If the concept of 'literacy' can be understood as a brand, our research suggests total rebranding is required. Most respondents conflated ‘literacy’ with ‘illiteracy’ or described ‘literacy’ as meaning ‘problems’ of some kind. They felt implicitly judged (and negatively so) by the word itself. Many others said ‘literacy’ was a meaningless term to them and did not relate to their lives, needs, or motivations in any way. Data from participants who completed their training, however, showed that the benefits were often life-changing. Linking these findings with our background in social networks and communication influence research, we proposed, in policy reports, a social marketing initiative using specific benefits nominated by participants as triggers and avoiding the term 'literacy'. 

Download presentation 302KB pps

 

Gerard Vaughan, Brian Van Den Hurk and Judi Clements
ALAC (formerly Ministry of Health), DraftFCB and Mental Health Foundation
Abstract
Managing parallel projects: Destigmatising Mental Illness and National Depression Initiative

The Like Minds, Like Mine programme to reduce stigma and discrimination against all mental illnesses (including depression) has made significant inroads into discriminatory attitudes and behaviours year-on-year since its launch in 1999. Separately the MOH scoped and developed a project to reduce the incidence and impact of depression on New Zealand society. The two projects are separate entities within the Ministry of Health and are seeking to achieve different outcomes.

This presentation looks at how the two projects have been developed to run in parallel and provide more impact for each one individually. We also look at how this approach has kept the public engaged in conversations around a complex issue with limited budgets.

The presentation will cover:

  • Sustaining effectiveness for each project over time
  • The risks of confusion between the messages of stigma & discrimination and early identification, intervention & self help strategies and how these were managed
  • Branding of Like minds, Like Mine and the depression initiative, and the response from target groups
  • How the community networks responded to the depression campaign being linked to LMLM – the risks and the approach
  • How the news media, as a key audience responded
  • Getting the most out of the teams working across the two projects

Download presentation 5.0MB pps

 

Ingrid McDuff and Heidi Flaxman
HSC
Abstract
Keeping young people smokefree: Using a susceptibility model to reduce smoking initiation

 

Don't laugh at a youth for his affectations; he is only trying on one face after another to find a face of his own. (Logan P. Smith)

As a target group for a variety of social marketing messages, young people are an audience finding their way through a range of personal and social challenges.

In this presentation we will explore the characteristics of a sample of Year 6 students (aged 10-11 years) in New Zealand using a 'susceptibility' model for smoking initiation. Patterns of smoking uptake have traditionally been explored through models based on social learning and reasoned action theory. This analysis uses a measure of participants' self-reported likelihood of smoking in the near future, extending beyond whether they have 'never' or 'ever' smoked. Differences in attitudes and demographic characteristics will be presented to build on our understanding those 'at risk' of smoking uptake.

In discussing how to apply this model, we will explore current and potential messages and social marketing efforts to reduce smoking initiation among young people. Defining early stages of behaviour uptake using this 'susceptibility' indicator could extend into a range of other health promoting social marketing strategies for young people, such as sexual health, alcohol and more serious drug use.

Download presentation 4.5MB pps

 

Penny Salmon, Liz Smith and Leigh Graham
The Quit Group, Litmus and GSL Network
Abstract
Learnings from developing a quitting reality media campaign

Purpose: Create a supportive and empathetic whole of population media campaign, with a focus on Māori, to motivate people to think about and take action to quit smoking and to encourage relapsed smokers to make another quit attempt. 

Description: Four concepts were tested with the target audience, with one concept, Video Diaries, being received particularly well. Research participants in the concept testing phase were also asked about their motivations and barriers to quitting smoking, which provided valuable additional information for developing the commercials.

Video Diaries was developed into the new campaign. Findings from the concept testing and research fed into developing three sets of television commercials, each following a person on their quitting journey. Real smokers rather than actors were filmed as they quit smoking, creating challenges for the production team.  

Conclusions: Response to the campaign has been positive. By creating a supportive and empathetic campaign that depicts real people’s experience of quitting, The Quit Group has shown that it is possible to quit successfully but that relapsing along the way is normal. The Video Diaries campaign creates supportive social environments by creating relevance, showing people in real quitting situations, depicting relapses and using humour, which in-turn, normalises the quitting process.

Download presentation 3.7MB pps

 

Dennis Carroll and Sam Fisher
FCB and Ministry of Statistics
Abstract
Statistics New Zealand - Census 2006: Law enforcement vs. selling the benefits of participation

The issue facing Census was an increasing level of feeling that Census information is for government, for control, for checking up and for benefiting other people- it is not for the benefit of individuals ‘like me’ and communities. By law everyone in NZ must complete a census form, yet the number of people doing had been reducing with each Census.

This presentation looks at the effect of balancing legal enforcement and messages about legal requirement with promotion of the benefits to individuals and communities of participating in the census. It covers the strategies used at a community level, PR and mass media.

The presentation will cover:

  • The increase in participation by Māori and the social marketing strategies that led to this increase.
  • The increase in participation by Pacific people and the social marketing strategies that led to this increase.
  • The benefits of linking community level deliveries to national Media Advertising and how these were achieved
  • Engaging Youth with different approaches to those targeting other audiences and how the programmes were linked.
  • Insights into other niche audiences, how and why they differ and approaches used to ensure their participation (including use of 17 languages)

Download presentation 1.2MB ppt

 

Peter Northcote
Electoral Commission
Abstract
Pushed to the polls

TICK TICK … U READY 2 REPRESENT? THERE’S STILL TIME 2 DECIDE WHO U WANT 2 VOTE FOR THIS SAT!  Text messages like this and direct mail were used in the lead-up to the 2005 general election by the Electoral Commission in intervention trials to encourage the newly enrolled to vote. Intervention design was based on political and social marketing theory, including political efficacy and Andreasen’s behavioural change model. People with high political efficacy get involved because they have three inter-related beliefs: that politics is understandable and interesting, and that having a say can make a difference. After introducing and quantifying efficacy as a driver to voting in New Zealand, this presentation focuses on the use of the direct marketing levers to encourage participation.

Download presentation 674KB pps