Social Marketing Downunder Conference 2007
Sustaining Social Marketing
Abstracts and presentations - parallel session 4
Professor David McKie and Dr Margalit Toledano
Tim Corbett and Brian van den Hurk
Hayden Sanders
Sue Walker and Kiri Milne
Peter Northcote, Emanuel Kalafatelis and Louise Alliston
Liz Smith, Arti Badiani and Jodi Betts
Nigel Dawson
Professor David McKie and Dr Margalit Toledano
Management Communication, University of Waikato
Abstract
Not reinventing the wheel: Sustaining social marketing through public relations, existing education, and retaining relationships
Marketing’s partly-measurable and results-focused discipline helps social marketing (SM) move beyond feel-good effects to construct research-based, tangible and assessable outcomes. Concentration on marketing-driven campaigns, however, tends to short-termism (e.g., sustainability envisaged as funding for serial campaigns). This paper analyses existing campaigns: 1) to investigate their potential to continue to leverage relationships built during the process (rather than discarding them as means to limited ends); and 2) to suggest how they might further ongoing change that is more client-centred and transformative. In effect the paper suggests that SM learn from PR (as well as vice versa) to foreground and embed change through ongoing relationships. It argues that SM is better supported long term by connecting SM with existing education and practice alongside seeking new institutions and funding. Instead of trying to gain credibility for a discipline without pre-existing infrastructure (or becoming a small cog in marketing), it proposes integration with, but not into, PR. Integration with integrity and synergy is possible: PR needs SM’s social agenda to improve reputation; and PR has a track record in what Andreasen (2006) identifies as “upstream” interventions essential for 21st century SM. The paper ends with specific proposals for furthering such an agenda.
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Tim Corbett and Brian van den Hurk
ThinkSpace and DraftFCB
Abstract
LiveSmart in the supermarket: Working with the private sector
LiveSmart is a Cancer Society strategy that looks to support and coach people to ‘stack the odds in their favour’ against some cancers by modifying physical activity and nutrition behaviours.
When the strategy was developed in 2003 (initially as a web based eCoach which now has 3500 users, see www.livesmart.org.nz), supermarkets were identified as a channel to reach people at point of purchase with the aim of increasing fruit and vegetable purchases. The intended outcome is to influence the food supply into the home and to increase the consumption of fruit and vegetables.
To achieve this, a partnership was established via FCB with Foodstuffs NZ and the New World chain of supermarkets. The campaign was launched in October 2006 with a mix of TV, in-store and web elements. The aim of this presentation is to:
- Overview the LiveSmart – Foodstuffs campaign
- Examine the process, benefits and challenges in developing a NGO – commercial sector partnership
- Show progress to date and planned activities
Future activities involve community based activities linking with New World stores to reach further into the community and an evaluation programme to determine impact. Mobile phone based tools are also being developed for supermarket shoppers.
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Hayden Sanders
The Quit Group
Abstract
Digital Quitting – cessation support online
With nearly 800,000 daily smokers in New Zealand, it’s obvious that quitting smoking is not easy. The Quit Group, which runs the Quitline, realised there was room to try something new, so introduced online quitting support. The Quit website offers a new way of receiving information about quitting and also offers an online quitting community. This new communication channel forms part of The Quit Group’s overall social marketing/communications strategy.
TV advertising for the Quitline is the main source of promotion for the online quitter community. Each TVC includes the Quitline 0800 number and the website address; this dual call to action has not diminished the response from phone callers but has generated traffic to the website as well.
Nearly 80 percent of current Quit online members do not use the Quitline but prefer the blogs and calculators of the online community to get their quitting support. Blogs have taken a new turn, and are being used by members to send personal messages of support to other member quitters.
This paper will look at the current demographics of the phone callers and online users and show how the current social marketing strategy works effectively for both quitting mediums.
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Sue Walker and Kiri Milne
HSC
Abstract
Smokefree Homes and Cars campaign – listening to customers and extending the message
HSC launched its Smokefree Homes campaign in 2004 to reduce children's exposure to second-hand smoke in homes and cars. The campaign is part of a wider social marketing programme that aims to reduce the number of private and public settings in which young people are exposed to smoking behaviour. The programme is taking an incremental approach to effect change in parents and caregivers' behaviour, with the ultimate aim of children not being exposed to smoking in any setting.
The campaign began with a focus on homes. Following qualitative research to understand more about the smoking behaviour of parents and caregivers and the factors motivating their behaviours, the campaign is now focussing on smokefree cars.
This presentation will illustrate how customer research has been used to develop and extend the campaign from home to cars, and introduce a message based on social disapproval. It also will present evidence from a population-based survey of the impact of the campaign on reducing exposure to second-hand smoke in New Zealand homes, and the results from a preliminary survey of the audience's response to the Smokefree Cars campaign. Ways in which the research findings will inform the next stage of the programme will be discussed.
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Peter Northcote, Emanuel Kalafatelis and Louise Alliston
Electoral Commission and Research New Zealand
Abstract
Identity, politics, and social marketing for Māori
Why are Māori less likely to vote than non-Māori? Finding a dearth of research addressing this question, the Electoral Commission commissioned four research projects. This presentation will deliver highlights relevant to a social marketing audience from the reports received in late 2006. A common finding of three projects that sampled Maāori opinion was that engagement in politics and voting for Māori appeared most strongly linked to being young, living rurally, and being male. Cultural factors are an important consideration for communication with some Māori, and in the political decision-making of some once they have decided to vote. Meanwhile, a literature review of public sector work relating to Māori participation in decision-making and social marketing to Māori found some similarities in approach, but no synthesised research-based methodologies in widespread use. While the findings will be of wider use, the commission is also keen for insights and discussion informed by the diverse fields and experiences of conference participants.
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Liz Smith, Arti Badiani and Jodi Betts
Litmus, Litmus and YATA community
Abstract
Keeping the Wheels Turning – building community evaluation capacity
Purpose:
Youth Access to Alcohol (YATA) is a community action project with the goal of reducing the supply of alcohol to young people by adults. YATA is coordinated by the Alcohol Advisory Council of New Zealand (ALAC). As a supply-reduction initiative, YATA forms part of ALAC’s wider social marketing model. There are 30 YATA communities across New Zealand.
A process evaluation conducted by Litmus in 2005 identified that monitoring and evaluating YATA is critical to sustaining the YATA programme, but is also an area of considerable difficulty for communities, due to the time and resources required for implementation.
Description:
ALAC and Litmus are working together with YATA communities to develop a ‘monitoring and evaluation toolkit’ to assist YATA communities to effectively evaluate the operation and impact of their activity on youth access to alcohol. Key considerations for this project are to enhance the relevance of monitoring and evaluation, and provide a toolkit which is accessible, user-friendly and meaningful to YATA communities.
A participatory approach is being achieved in this project by working collaboratively with ALAC and YATA communities to design an intervention logic (aligned with ALAC’s ‘See, Think, Act’ social marketing model), develop indicators and tools to assist communities with data collection, and to provide a template for reporting results.
Conclusion:
Early feedback from YATA communities indicates that the monitoring and evaluation toolkit will assist them to effectively evaluate the operation and impact of their activities and their contribution towards the YATA goals.
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Nigel Dawson
Grey Advertising, Melbourne
Abstract
Everybody Hurts: 17 years of road safety advertising
This case study shows how the Transport Accident Commission’s marketing campaign has, over 17 years, helped reduce Victoria’s road toll to among the very lowest in the world.
From Day 1, the campaign has sold road safety using supermarket brand principles; it treats the public as consumers, the TAC as a brand, and the issues, drink-drive, fatigue, speed etc, as products.
The advertising style has never wavered. It is entrenched in absolute reality and uses the “three E’s” to reach a disparate audience: Emotion, Education and Enforcement.
Research ensures that all communications elicit the response ‘That could so easily be me’.
The results are conclusive. Since 1989 Victoria has consistently had the lowest toll in Australia. It has dropped from nearly 800 to an expected record low of around 310 this year. It is credited with saving some 5,500 lives. And at 0.9 deaths per 10,000 vehicles the rate is among the very lowest in the world.
Its success can be put down to the consumer marketing approach, the consistent use of research, the use of reality tactics to show the effects of aberrant behaviour and the active support of government and the Police.
It is a model that has been used and copied in a number of other countries.
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