This document provides an agenda and presentation on social marketing by Aaron Everhart of Leonito/Grey group. The presentation covers the background and purpose of social marketing, comparing commercial vs. social marketing. It defines key concepts like brands and target audiences. Three case studies are presented: "Play it Safe by the Water" in Australia, "Building a Better Today for a Safer Tomorrow" by DIPECHO/Care International, and "Five Clean Fingers" in Vietnam. Models for behavior change campaigns like the three E's and FOAM are also discussed. The presentation aims to help participants understand how to apply social marketing to achieve their organization's goals.

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Aaron Everhart
Account Director
A partner of GREY group, a WPP Company
#10 Ho Ham Long Alley
Lane #1 Au Co Street
Tay Ho District, Hanoi, Vietnam
O +84 (4) 3 719 1459
F +84 (4) 3 718 4989
M +84 (0) 907 144 561
aaron.everhart@leonito.com
aaron.everhart@grey.com
www.leonito.com

2. Social Marketing - iBCC
Presented to
Disaster Management Working Group
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Welcome. My name is Aaron. I’m from a company called Leonito. In just a moment, I will
explain to you about us and what you will gain from today’s talk. But first I’d like you to
know that my talk covers a lot of material, but still will last only about 30 minutes,
including Q&A; therefore please write down your questions, and I’ll be happy to answer
them at the end if there’s time; if there’s no time, I will give my email and telephone to you
later.

3. • 2 Years
• 30 Projects
• 17 staff Hanoi
• 55 staff HCMC
• 100% Vietnam
I am from Leontio / Grey group, a communications company. We develop integrated
behavior change communications campaigns for commercial entities, governments and
NGOs. At the end of my talk, I’ll share with you a bit more about our organization and our
focus.

4. Purpose
• Value of Integrated Communications
• Commercial vs. Social Marketing
• Good vs. Great Campaigns
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Now I will share with you the purpose of today’s talk. After that, we’ll take a quick look at
today’s agenda.
We all work for organizations with specific organizational goals, and communication is how
we share and bring those goals to life. Communication is used to do everythign from
sharing a grand vision to implementing specific project tasks that work towards a project
output. Integrated communications builds upon a brand platform so that the values of an
organization are expressed consistently and clearly at every point of contact with a target
audience.
Marketing is a catch‐all term we used to mean selling something to somebody. We maybe
selling an idea or a product, or a desired behavior. So for social marketing we are using
commercial marketing tactics to deliver socially beneficial ‘product’.
A good campaign looks nice and is fairly consistent. A great campaign is based on insights
about a specific target audinece. What is their emotional mind‐set? What drives their
current behavior? Answering these questions we build a brand that touches their heart and
mind together. A great campaing is not only memorable but also stimulates action…and
thus enables organizations to achieve their business and organizational goals.
Today you will learn about Social Marketing and I’ll share with you three case studies. You
will understand how you might use Social Marketing to achieve your own organization’s
goals.

5. Agenda
• Background
• What is “Social Marketing”?
• Cases
– Play it Safe by the Water (Victoria, Australia Government)
– Building a Better Today for a Safer Tomorrow (DIPECHO / Care
International)
– Five-Clean Fingers (World Bank / WSP, Vietnam M.O.H.)
• About Leonito/Grey
• Q&A
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6. What is Social Marketing?
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7. Create a Brand
Sell a Product
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Marketing starts with a brand that has been created.
A brand is a promise of quality, service, and other attributes. Brand expressions are both
tangible and intangible.

8. commercial social
product behavior-changing social norm
target audience persons (potentially) practicing
apathy, ignorance, skepticism, myths,
competition
social norms, media & entertainment
price time, effort, social “cost”
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The same communications principles apply to supermarket brands and social issues alike…
People won’t buy into a social marketing “brand” if it costs too much in terms of time, effort or change of attitude

9. A “brand” is an entity
you have a relationship with
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People can have a relationship with Coca‐Cola and another with Oxfam
“Entities” can be products, organizations, causes, even celebrites are a brand.

10. Belief Drives Behaviors
• Coke is refreshing
• Pepsi is fun
• Toyota is best
• Handwashing with soap protects my child
• Turning off the light preserves the planet
• Organizing a safety meeting will save lives
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With a supermarket brand, we are asking people to do something
With a social brand you are asking them to feel something differen t‐
change they way they feel about the potential outcomes to others
That’s why it’s much harder; we have to understand the steps to take
to get to your goal: behavior change which is a result of your ultimate
goal: belief change

11. Put a mirror in front of your audience
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Reality television is actually as unrealistic as you can get
Real issues are more impactful than created issues
But social marketing usually works best when it shows associated reality
The real issues (child abuse, breast cancer, etc.) are inevitably more shocking
and impactful than anything an agency can contrive to attract attention
Emotion | Education | Enforcement – The three “e’s” is one model to consider when
developing a campaign for something like drunk driving.
Focus, Opportunity, Access, Motivation – The F.O.A.M. model is used for public health
programs
The Steps of Change is another good model.
The Transtheoretical Model (of Behavior Change ) – The TTM model is comprehensive
model drawing upon several theories, used often for HIV/AIDS prevention programs.

12. That could easily
be done by me!
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If its simple and powerful, then it probably took a lot of work to get that way.

13. Work needed to get simple
• Research
• Analyze
• Strategize
• Create
• Test
• Implement
• Measure
• Repeat
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This is the criterion by which communication must always be judged is
based on research
Research is essential ‐ as a reality check to ensure people can put
themselves in the campaign
The campaign must hold absolutely inescapable, heart‐touching truths
for the audience

14. Brands, Ads, Activations & PR
• Create a brand
do our values match?
• Talk about yourself
questioned
• “Go for a coffee”
understood
• Others talking about you
believed
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Create a brand – do our values match?
Talk about yourself – when you talk about yourself you may be questioned…are you true?
do I identify with you? Are you relevant to me? Do I esteem you?
“Go for a coffee” – understood – when you activate with someone, you help them
understand you better, tactics include events, trainings, road shows, on‐trade promotions
Others talking about you – believed – when others talk about you, don’t forget the power
of PR
Media and “direct activation” created relations are vital, they blend
advertising and marketing into real brand experiences
Stories and comments about issues explored in advertising makes the
campaign a part of the fabric of society

15. Cases
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17. Srategy: Serious, but fun
• Present dangers
simply but impactfully
• Set context for wide
range of materials 1. Pool – Never take
• Unifying campaign your eyes off
message & three 2. River – Check it’s OK
environment to swim
messages 3. Beach – Swim
between the flags
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The strategy
Nobody wanted to scare people away from the water (any more than the TAC wants to
stop people from enjoying a beer). So the strategy was serious, but fun.
The dangers had to be presented very simply, very impactfully and very cohesively across
beaches, rivers and pools.
The main media campaign had to set the context for a large range of information material
for many different community groups.
The unifying message, Play it safe by the water, launched in 1998 still spearheads the
campaign today. Under that banner three messages were tailored to specific
environments:
• Pool – Never take your eyes off
• River – Check it’s OK to swim
• Beach – Always swim between the flags

18. More than TV
• $1.08m equivalent media
exposure
• Logo
• Education Kit
• Brochure
• Create/Promote Water
Safety Week
• PR program
• Signage
• Multi-lingual materials
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There was much, much more to this project than a TV and press campaign. For example Grey’s PR agency was
intimately involved from day one and in the first year we generated media exposure that was equivalent to a
$1.08 million advertising spend.
The print component was massive, and included such items as a 251 page Primary School education kit.
Here is a list of some of the other communications elements that Grey coordinated and produced:
• 36 page colour brochure delivered to all Victorian Households (and produced in an extraordinary four
weeks, go to whoa)
• Design of a logo for the campaign, Design of beach safety signage
• Creating and promoting a Water Safety Week
• Four weekly four page liftouts in the Herald Sun
• Media kits, letterheads, releases etc
• Airport signage and coordination with tourist organizations
• Non‐English print commercials

19. Play it by the numbers
• In the first year of the ‘Play it safe’
campaign, in all its manifestations:
– A 44% reduction in drownings, overall
– 5 beach drowings compared to 20 the
previous year
– Zero spinal injuries compared to 12 the
previous year
• 10 years later, campaign is still running
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How it worked
Of course there are many other contributing factors, but the first year of the ‘Play it safe’
campaign in all it manifestations resulted in a 44% reduction in drownings. On the beaches
the reduction was even more dramatic – a drop from 20 to 5. And there were zero spinal
injuries compared to 12 the previous year.

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Design advertorial around key message of “Disaster Preparedness saves lives and Europe is
supporting those exposed to risk with financial assistance and expertise”
Identify appropriate in‐flight magazines of airlines flying to Southeast Asia and negotiate
advertisement space with them
Ensure publication of advertorial

21. Strategy: 1 picture saves 1000 lives
• Raise Awareness
• Triple audiences
– Policy advocates
– EU tax payers
– Regional population
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To raise awareness of the need for disaster preparedness and Europe’s support to do so
among airlines passengers in Southeast Asia, through advertorials in in‐flight magazines.
As passengers only flick through those magazines the advertorial needs to catch the eye
though its design and photos to attract enough attention to read through a short
explanatory text.

22. Strategy, Photography, Writing, Design
• Consider audience
• Develop media plan
• Photo art direction
• Copy exploration
• Testing
• Layout
• Fact checking
• Manage release
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23. 300,000 Circulated
4,000,000 Audience
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25. Brand Mark
• Color Trio
• Behavior
Sphere
• Brand Line
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A bold and memorable Brand Mark
Its Colour Trio unifies the campaign across all touch‐points, from activations, to events, to
public relations
Its simple, high‐contract graphic elements in the Behavior Suggestion Sphere create a
visual signifier that triggers the target audience’s memory of key messages
The campaign Brand Line encircles the behavior suggestion sphere, to reinforce the key
message further amongst target audiences

26. Advertising
Behavior
Suggestion Spheres
suggest connection
between healthy
family and HWWS
Four Junctures Grid
visually and verbally
reinforces critical
HWWS occasions
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27. Our TVC - We looked into Vietnamese cultural traditions and adapted a counting song that
mothers sing to their young children. The result: an intimate, touching, and emotionally gripping
film causing mass audiences to remember our key messages and act upon them.
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28. Activations
• Launch Event
• Road Shows
• Edu-tainment
Events
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Integrated educational entertainment shows introduced a caricature “Mr. Hand” and his
friends who show with theatre the key campaign messages. Grey developed the entire
program, including costumes, scripts, props, stage decorations and program flow. The
shows were designed to be easily transportable and local actors were recruited and
rehearsed and acted in each regional show, ensuring local dialects and intonation were
used in delivery of the program. These tactics “bring the brand to life”, and maximize the
effectiveness amongst the target audience.

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Our wrap‐report explaining the campaign in detail for the WSP to use with stakeholder
reporting. Our program and TVC were selected as a best practice for Handwashing with
Soap iBCC programs and distributed globally via the program organizer’s headquarters in
Washington D.C.

30. About Leonito / Grey
Our Currency is Ideas™
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31. Global Reach • Local Touch
461 offices, 148 cities, 96 countries
Asia Pacific
Australia New Zealand
Bangladesh Pakistan
China Philippines
Hong Kong Singapore
Americas India Sri Lanka
Argentina
Indonesia Taiwan
Brazil
Japan Thailand
Canada
Korea Cambodia
Chile
Malaysia Vietnam
Colombia
Costa Rica
Dominican Republic
Ecuador
El Salvador
Guatemala Europe
Honduras Middle East
Jamaica
Mexico
Europe, Middle East & Africa
Africa
Austria
Nicaragua Belgium
Panama Belarus
Peru Botswana Romania
Puerto Rico Bulgaria
Russia
Trinidad & Tobago Croatia Kazakhstan
Saudi Arabia
United States Cyprus Kenya
Uruguay Slovak Republic
Czech Republic Latvia
Venezuela Slovenia
Denmark Lebanon
Egypt South Africa
Lithuania
Estonia Luxembourg Spain
Finland Macedonia Sweden
France Moldova Switzerland
Germany Morocco Turkey
Ghana Netherlands Ukraine
Greece Nigeria United Arab Emirates
Hungary Norway United Kingdom (incl Ireland)
Israel Poland Uzbekistan
Italy Portugal Zimbabwe
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32. Leonito is part of GREY which handles 1/3 of the top 100 global brands
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33. Our Proprietary Study
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35. Our Focus – Getting Closer to the Peoples of Asia
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Our Eye on Asia study takes a look at what motivates the peoples of Asia as well as what
they want from their lives in the future.

36. Our Proprietary Study
16 countries across Asia Pacific
– Quantitative: over 7,500 adults (20+)
– Qualitative: over 300 in-depth, face-to-face ethnographic case studies
– Context-supported extensive, in-market secondary research: Eye-on-
Vietnam™
2008 research findings include
24 key “eye-sights” in 3 groups:
– Lifestyle
– Present & Future Aspirations
– Consumerism & Communications
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37. Our Asia Pacific Region
18 countries
30 cities
Australia Hong Kong Indonesia New Zealand Sri Lanka
Canberra Hong Kong Jakarta Auckland Colombo
Melbourne
Sydney
India Japan Pakistan Taiwan
Ahmedabad Tokyo Karachi Taipei
Bangladesh Bangalore
Dhaka Chennai
Kolkatta
Korea Philippines Thailand
New Delhi Seoul Cebu Bangkok
China Mumbai Manila
Beijing
Guangzhou
Malaysia Vietnam
Shanghai Cambodia Kuala Lumpur Singapore Hanoi
Phnom Penh Penang Singapore Ho Chi Minh City
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38. hanoi ho chi minh city
17 Staff 55 Staff
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39. Our Clients
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40. design & identity
brand strategy & advertising
activation & events
direct & interactive
public relations horeca & trade marketing
HoReCa- Hotels, Restaurants, Cafes
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41. Contact us
info@leonito.com A partner of GREY group, a WPP Company
#10 Ho Ham Long Alley
Lane #1 Au Co Street
Tay Ho District, Hanoi, Vietnam
grey.com
O +84 (4) 3 719 1459
leonito.com F +84 (4) 3 718 4989
M +84 (0) 907 144 561
aaron.everhart@leonito.com
aaron.everhart@grey.com
www.leonito.com
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