HLSC 3Q20

Why are behaviour change theories so important?

They give us a roadmap for understanding why people act the way they do and how those actions can change

Why are behavioural theories important in social marketing campaigns?

They would be based only on intuition or guesswork and ultimately be ineffective. Theories help identify the key factors that shape behaviour. By using these theoretical insights, it's possible to create more targeted, realistic and successful messages and activities for our social marketing campaigns.

Definition of Social Marketing

The application of commercial marketing techniques to social problems.

Instead selling a product for the benefit of a company, social marketing is aimed at changing or maintaining peoples behaviour for the benefit of individuals and society as a whole

Commercial Marketing Focus vs Social Marketing Focus

Commercial: selling a product to a consumer

Social: “selling” ideas and behaviours that benefit the individual/society

What was the historical social marketing ad in the early 1980’s?

The 15-second spot showed a whole raw egg and a sizzling hot frying pan. When the egg is cracked into the sizzling pan, the camera pans to the frying egg and the narrator announces, “This is your brain on drugs. Any questions?”

What is MADD?

A long-running, instantly recognizable social marketing campaign called Mothers Against Drunk Driving. This involves tying a red ribbon to your car to signify commitment to safe, sober driving. Today, MADD is a charitable, grassroots organization that effectively uses social marketing to stop impaired driving and support the victims/survivors of this violent crime.

Instead of advertising, social marketing uses…

Advocacy, activities, resources, community supports, policies, etc.

What are the 8 Common Features of Successful Social Marketing Campaigns?

Change a behaviour

Use a theory

Take a customer orientation

Gain insight

Offer a great exchange

Address competition

Segment the Audience

Optimize the Methods Mix

Change a Behaviour (8 Common Features of Successful Social Marketing Campaigns)

Behaviour derives from attitudes and emotions not just knowledge.

To change behaviour, give attention to factors in the individuals control (values, worries, aspirations) and outside their control (policies, norms, structures).

Use a Theory (8 Common Features of Successful Social Marketing Campaigns)

Theories describe and predict why individuals initiate and maintain actions.

Select a theory that aligns with the target audience’s characteristics, environments and behaviours.

Take a Customer Orientation (8 Common Features of Successful Social Marketing Campaigns)

Aimed to speak to the target audience, and “meeting them where they’re at”.

Get a good understanding of audience members characteristics, the environments in which their health behaviours occur, and how these two areas interact.

Gain Insight (8 Common Features of Successful Social Marketing Campaigns)

Deep understanding of target audiences behaviours, experiences, beliefs, feelings, motivations, needs and desires.

Tangible barriers are obstacles in the physical environment (access, cost, scheduling).

Emotional barriers can include thoughts, feelings, values, norms, stigma, discrimination.

Offer a Great Exchange (8 Common Features of Successful Social Marketing Campaigns)

People are asked to exchange their time, effort, social capital.

The benefits must be based on the audience’s needs, desires, and emotions.

Address Competition (8 Common Features of Successful Social Marketing Campaigns)

Internal/external factors that make it hard to change their behaviour.

Segment the Audience (8 Common Features of Successful Social Marketing Campaigns)

Dividing a population into distinct subsets of individuals who behave in the same way or have similar psychographic or demographic or geographic characteristics.

Optimize the Methods Mix (8 Common Features of Successful Social Marketing Campaigns)

A commercial marketing technique that’s applied to make decisions about how to satisfy customer needs better than the competition does.

The model is based on the 4 P’s: product, price, place, promotion.

What are the 4 P’s?

Product

Price

Place

Promotion

What are the 4 Stages of the Health Communication Process?

Planning

Developing messages and materials

Implementing

Evaluating

How will effective planning help you? (4)

Understand the health issue being addressed and set clear objectives (expected outcomes) for the campaign

Determine links between the communication campaign and other strategies being used in the social marketing campaign

Identify specific communication messages and activities needed to inspire or support desired behaviour changes 

Set priorities, establish timelines and assign responsibilities

What can social marketing include? (5)

Changes to structures, systems or environments

Delivery of psychological or emotional support

Dissemination of resources

Community mobilization

Policy advocacy

How can a communication campaign be successful?

Address the needs and values of a specific target audience

Have a clear expected outcome

Reach the audience effectively and successfully

What is Community Health Needs Assessment (CHNA)?

A public health tool that’s used to identify and understand:

Individual and community needs that are currently unmet

Strengths and resources available in the community that could help meet these needs.

What are community needs?

Gaps between what programs/services/supports currently exist in a community and what programs/services/supports should exist.

What are Four Types of Needs/Gaps?

Absolute Needs

Expressed Needs

Perceived Needs

Relative Needs

Absolute Needs (Four Types of Needs)

What individuals actually need for survival (food, water, shelter, safety)

Expressed Needs (Four Types of Needs)

What individuals have already sought help for

(caveat: a person that doesn’t seek help)

Perceived Needs (Four Types of Needs)

What individuals believe they need (real or imagined)

Relative Needs (Four Types of Needs)

What gaps must be closed to achieve equity

What are 7 Basic Steps for Conducting CHNA?

1) Define your community

2) Decide on Scope

3) Identify community strengths and assets

4) Make connections

5) Collect data

6) Analyze your data

7) Present your findings

What’s a SWOT Analysis?

A tool used to understand internal strengths and weaknesses, and external opportunities and threats impacting the success of an organization.