Social Marketing to Influence Public Behaviors

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SOCIAL MARKETING
What is it? Why is it so hard?
What makes it easier?

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TOPICS
• Definition
• Applications
• Why It’s So Hard
• 4 Success Stories
• 12 Principles Behind Their Success

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DEFINITION: FORMAL
“A process that uses
marketing principles and
techniques to influence
a target audience
behavior that will
benefit society, as well s
the individual.”
BEHAVIORS TO REJECT,
MODIFY, ACCEPT, ABANDON

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DEFINITION: INFORMAL
Changing Behaviors for Good

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IT’S ALL ABOUT BEHAVIORS
• Eat 5 fruits and vegetables a day.
• Move right for sirens and lights.
• Exercise 30 minutes, 5X a week.
• For toddlers, wear a lifevest around a
swimming pool, on the beach, and on a boat.
• Store handguns in a lockbox or safe.
• Know your BMI.
• Immunize on time.

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TYPICAL APPLICATIONS
• Improving Health
• Preventing Injuries
• Protecting the Environment
• Mobilizing the Community

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HOW DIFFERS
• Commercial Sector Marketing
– Selling goods and services
– For a profit
– Benefit of shareholders
• Non-Profit Marketing
– Promoting services
– Supporting fundraising
• Social Marketing
– Influencing behaviors for good

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HOW DIFFERS
From Education:
– Education informs
– Social Marketing changes behaviors
From Advertising and Social Media:
– Only two of the Promotion options
(Communications)
– There are 3 other powerful tools: Product,
Price and Place

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SOCIAL DIFFUSION
• Everett Rogers

Adapted from Jay Kassirer, Tools of Change
and Dave Ward, Puget Sound Partnership 10

Adapted from Jay Kassirer, Tools of Change
and Dave Ward, Puget Sound Partnership 11

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WHY IT’S 1000 TIMES
HARDER
We ask people to . . .
• Be uncomfortable
• Risk rejection
• Reduce pleasure
• Give up looking good
• Be embarrassed
• Go out of their way
• Spend more time
• Spend more money

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FOUR SUCCESS STORIES
1. Tobacco Cessation
2. Pedestrian Safety
3. Food “Recovery”
4. Litter Prevention

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FOR EACH STORY
• Target Audience
• Behavior Objective
• Guiding Theory
• 4Ps in Toolbox
– Product
– Price
– Place
– Promotion
• Results

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TOBACCO CESSATION
• Situation: Washington State
– Year 2000: 1 million adult users
– $1800 taxpayer cost per smoker/per year
• Target Audience:
– 70% wanting to quit
• Behavior:
– Call the Quit Line
• Theory:
– Stages of Change

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STAGES OF CHANGE
1. Precontemplation
Not thinking about making a change
2. Contemplation
Thinking about making a change, but have barriers
and concerns
3. In Action
Actively preparing for or attempting the change
4. Maintenance
Committed to the behavior and have no intention
to return earlier behavior

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• Quit counselor
• Quit plan
• Quit kit
• Quit resources
PRODUCT PRICE PLACE PROMOTION

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Toll Free Number
Free Counselor
Free Quit Plan Kit
Online Calculator

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PHONE
– 7 days a week
– 5am – 9pm
– Message 24/7
WEB SITE
– Worksheet
– “Click to Call” button
FAX FROM PHYSICIAN’S OFFICE
PRICE PLACE PROMOTIONPRODUCT

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• Messages
– Encouraging
– Understanding
– Assuring

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• Media Channels
– Television
– Outdoor
– Posters
– Brochures
– Wallet cards
– Bar coasters
– Workplace activities
– Publicity

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RESULTS
• 2007, seven years later
• 100,000th call
• 13% of callers quit
• 235,000 fewer smokers in state
• From 22.4% to 17% users
• From 20th to 5th in nation

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PEDESTRIAN SAFETY
• Situation: City of Kirkland
– Pedestrian flags since 1996
– 2007, 11% usage
– Workers, shoppers
• Behavior:
– Use a flag every time
• Theory:
– Health Belief Model:
• Barriers Focus

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BARRIERS
• What are they for?
• No flags on my side.
• Holder hard to use.
• I feel safe.

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• Old Design • New Design

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• Adopt a Crosswalk
Partners
http://www.youtube.com/watch?v=TMqfPlIFnbg

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• Improving Access

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• Drink Coasters • Posters

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• Downtown Banner • Sidewalk Stencils

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RESULTS: 5 MONTHS LATER
2007 2008 % CHANGE
#
People/
Groups
2426 2363 3% Decrease
# Flags 267 438
64%
Increase
% Usage 11.0% 18.5% 68%
Increase

FORK IT OVER!
• Year 2000. Metro Regional Government
• Perfect storm in Portland Oregon:
– 180,000 tons food disposed annually in solid
waste system
– Oregon Food Bank struggling
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FORK IT OVER!
• Food Rescue Program
• Partners: Restaurant Association, Chef’s, Food Bank, 3
Counties, 25 cities, Food Alliance
• Provide food business a safe and convenient way to
donate their perishable and surplus prepared foods to
agencies that serve the hungry
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FORK IT OVER!
• Restaurant Concerns:
– How do we get involved?
– How do we get the food to you?
– Can we select the agency closest to us?
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FORK IT OVER!
• Response of Fork it Over:
– Online registration
– Online selection of agency
– Picked up at scheduled time
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FORK IT OVER!
• Making a difference:
– 1999 -2005, 18 million pounds forked over
– Spent $700,000 to administer program
– Saved $647,650 in disposal costs
– Food worth $17 million
– Every dollar invested, $31 benefit
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LITTER PREVENTION
• Situation: Washington State 2001
– 16 million pounds of litter/year (Just on roads)
– $4 million for only 25%
– 20% tossing stuff or
not securing loads
– 80% watching!
• Behavior:
– Proper disposal
– Report littering
• Theory:
– Social Norms

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Social Norms Theory
• Behaviors influenced by what we
think others we like/respect do
• Increase perception that
“everyone” is doing the desired
behavior

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• Toll-free Hotline • Web site

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• Highlight fines
• Hotline & Web site:
Free

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• Hotline Available 24/7

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RESULTS
• Outcome:
– Calls to Hotline: Over 15,000/year
– 100,000 call Fall 2007
• Impact:
– 2003-2007
– 24% Reduction (From 8000 to 6000
tons)

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PRINCIPLES FOR SUCCESS
1. Start with target audiences most ready for
action.
2. Promote single, simple doable behaviors.
3. Understand barriers to behavior change.
4. Bring real benefits to the present.
5. Use all 4Ps.
6. Find a tangible good or service to include.
7. Look for a price that matters.
8. Make access convenient.
9. Practice effective communication techniques.
10. Get commitments and pledges.
11. Use prompts.
12. Determine a Return on Investment (ROI)

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#1. START WITH TARGET AUDIENCES
MOST READY FOR ACTION
•Targets first time donors
•Costs 10 times as much to
acquire a new donor
•If 10% of current donors give
just one more time each year,
reach donation goals

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#1. TARGET AUDIENCE
• Who is the target audience for
this?
http://www.youtube.com/watch?v=h-8PBx7isoM

#2. PROMOTE SINGLE, SIMPLE
DOABLE BEHAVIORS
• EPA
• Reducing consumption of fish with
contaminants
• Phase I:
– Targeting “Lots of Fish”
• Course Correction
• Phase II:
– One Behavior
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ORIGINAL CAMPAIGN: MULTIPLE FISH &
RECOMMENDATIONS
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REVISED CAMPAIGN: ONE FISH
93% REDUCTION
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OBESITY CAMPAIGN
• Now right up there with tobacco
• Close to 400,000 deaths a year
• Dept. Health & Human Services
• http://www.youtube.com/watch?v=X3vlIF1Orr4

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#3. UNDERSTAND BARRIERS TO
BEHAVIOR CHANGE
• Situation: Rural Wisconsin
– Spring 2002 Wisconsin DOT
– 21-34-year-old single men
• Behavior:
– Take Alternative Rides

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ROAD CREW
“Why do you drive after drinking
excessively?”
– To get home!
– I need my car in the morning
– Everybody does it
– I feel safe (especially at 1am)
– Low risk of getting caught

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ROAD CREW
“What do you want instead?”
– Nice vehicles (no school buses)
– Ride from home
– Ride between bars
– Ride back home
– With my buddies
– Smoking and drinking

• Old limos
• Pick up at home,
work or hotel
• Scheduled time
• Can take you
between bars
• Can smoke & drink
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• Average $15-$20 evening /per person
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• Thailand, 1991, 140,000 AIDS cases/yr.

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RESULTS
• Outcome:
– 4 years
– 32 communities
– 97,200 rides (by 2008)
• Impact:
– July 1, 2002 – June 30, 2003: 17%
reduction in crashes
– No observable increase in consumption
compared to control groups
• ROI:
– Cost of Accident: $56,000
– Cost to Avoid: $15,000

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#4. BRING BENEFITS CLOSER TO
THE PRESENT.
• Chesapeake Bay – largest estuary in U.S.
• 11% of nitrogen loading from lawn fertilizers
• 2003 Blue Crab Harvest hit historic low
• 2004 Campaign:
– Target Audience: Homeowners with lawns
– Behavior: Skip spring fertilizing; choose fall

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WHAT’S IN IT FOR ME?
http://www.youtube.com/watch?v=AMOBPQ55zKw

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#4. BRING BENEFITS CLOSER
TO THE PRESENT.
BEHAVIOR CHANGE OUTCOMES
• Before campaign:
– 52% planning to fertilize in spring
• After 2 weeks of campaign:
– 39% planning to fertilize in spring
(25% improvement)

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#5. USE ALL 4PS
Tobacco Quit
Line
Pedestrian
Flags
Food
Rescue
Litter
Product Quit Line
Quit Kit
Quite Counselor
Improved Flags Reuse
unwanted
food
Hotline
Price Toll Free
Savings
Medications
Discount
coupons from
Partners
Free Free to Call
Fines
Place Line: 5am-9pm
Web site: 24/7
Buckets to ease
use and
closer to
crosswalk
Picked up at
the restaurant
when
scheduled
24/7
Promo-
tion
Integrated Mix
Testimonials
Healthcare Providers
Drink coasters
Banners
Newspaper
Stories
Posters
Partner mention
Web sites
Staff
Road signs
Radio ads
TV ads
Outdoor
Posters

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#6. FIND A TANGIBLE GOOD OR
SERVICE TO INCLUDE

SERVICE TO INCLUDE
• The F’Poon
• 1500 tea drinkers in 6 hours; 65% less
sugar
• Liked the idea
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SERVICE TO INCLUDE

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SERVICE TO INCLUDE

SERVICE TO INCLUDE.
• Reducing Anemia in Cambodia
• November 2011
• Research scientist charged with
– What would it take to get women to put the
chuck of iron in the pots?
– Small circle of iron . . wouldn’t use
– Lotus flower shape . . .didn’t like
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SERVICE TO INCLUDE.
• Conversations revealed shape of a
local river fish believed to be lucky!
• Women happy to put it in the pot
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SERVICE TO INCLUDE
• Chicago alone: 175 schools

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#7. LOOK FOR A PRICE THAT
MATTERS
http://www.youtube.com/watch?v=nojWJ6-XmeQ
• To your Target Audience

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#7. LOOK FOR A PRICE THAT
MATTERS

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#8. MAKE ACCESS CONVENIENT
NEW YORK CITY
• 3% of population
• 18% of HIV/AIDS
• Increasingly (2003)
– Black (44%)
– Latinos (32%)
– Women (31%)
– The Poor
• Since 1971: Condoms at health clinics

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• 2007: A New Approach
• “Grab a Handful & Go”
– Subways,
– Barber shops
– African hair braiding
– Nail salons,
– Laundromats
– Bath houses,
– Tattoo parlors
– Ethnic cafes
• Dial 311 to order
• 2.5 million/year to 18 million

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• Highest voter turnout in the nation
• 74% vs. 64% nationwide

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#9. USE EFFECTIVE COMMUNICATION
TECHNIQUES
• Messengers
Matter.

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TECHNIQUES
• Be There Just
In Time.

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TECHNIQUES
• Be Concrete.

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TECHNIQUES
• Be Clear. Is this?

TECHNIQUES
• Have Some Fun!
86http://www.youtube.com/watch?v=2lXh2n0aPyw

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TECHNIQUES

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BRANDING BREASTFEEDING 73%
vs. 63% IN 1 YEAR

INCREASING FAMILY PLANNING
IN THAILAND
• The Condom King
• Targeting Married
Couples
• “Mechai Viravaidya, Ex-
Senator in Thailand and
Chairman of Population
and Community
Development Association
has been credited with
decreasing the average
number of children per
family from 7 in 1974 to
1.5 in 2005.”
- TEDxChange 2010

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• The Pill, Condoms & Vasectomies
– Renamed birth control pill “Family Welfare Vitamin”
– Nurses could prescribe the pill
– Free vasectomy festivals once a year
– Free clinics next door to popular restaurants
– Buddhist monks sprinkled holy water on pills
PRODUCT PLACE PROMOTIONPRICE

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– Passed out at McDonald’s, tool booths, gas
stations
– Nurses could prescribe the pill
– Cabbage & Condoms Restaurants
“Our food is guaranteed not to cause pregnancy”

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“The only restaurant I've been to where you are given a
condom with your bill. The food here was very good on
my first visit and at a reasonable price(can't remember
exactly how much) and the service impeccable. No
rubbery taste to any of the food unless you think the
condom is an after dinner mint.”
PRICE PROMOTIONPRODUCT PROMOTIONPLACE

INCREASING FAMILY PLANNING
IN THAILAND
• OUTCOMES
– From 3.3 % population growth rate to .5
percent
– Using same approach to prevent HIV/AIDS

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#10. GET COMMITMENTS &
PLEDGES

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PLEDGES

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PLEDGES
• Followup Survey 500HH: 6 months
• Among those who saw campaign:
– 21% who had allowed smoking in their car
changed their rules
• “We don’t smoke in the cars with kids anymore”
• “I don’t smoke when the nephews are in my car
now.”
– 17% who used to allow smoking in their
home changed their habits:
• “I don’t let people smoke inside anymore”
• “I don’t smoke around the grandkids now and if
they’re coming over, I air out the house.

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#11. USE PROMPTS
SIDS & Pampers
• Health Canada Research
• From 44% to 66% saying back sleeping
position reduces risks

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#12. DETERMINE AN ROI
• Remember the WA State Quit Line?
• State cost per quit: $830
• State savings per quit: $1800/year
• For every dollar spent, saved $2.16
• That’s a 116% ROI for the first year
• A 216% ROI every year stays quit.

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IN SUMMARY
• Social Marketing
is Changing
Behaviors for
Good.
• It’s hard.
• There are
Principles and
Techniques that
will help you
succeed.

Social Marketing to Influence Public Behaviors

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Social Marketing to Influence Public Behaviors