Evaluating Social Marketing in the Context of Financial Literacy and Education Programs
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Presentation as part of the "Evaluating Social Marketing, including Media Campaigns and Soaps" panel at The World Bank and OECD Workshop on Measuring Financial Capability and the Effectiveness of Financial Education. Washington, DC 12-13 November 2009.
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Evaluating Social Marketing in the Context of Financial Literacy and Education Programs
- 1. Evaluating Social Marketing in the Context of Financial Literacy and Education Programs Workshop on Measuring Financial Capability and the Effectiveness of Financial Education World Bank, Washington, DC 13 November 2009 R. Craig Lefebvre, PhD Research Professor, George Washington University chief maven, socialShifting
- 2. What is Social Marketing?
- 3. What is social marketing? Viewing ideas, practices, and social causes in the context of markets. Applying marketing thought and techniques to public/social goods.
- 4. Markets Are the Context for Risk – Not People …someone who has a personal or situational disadvantage in the marketplace that might create negative outcomes for the individual or society.
- 5. How Effective are Health Communication Campaigns? 5%
- 6. What is Social Marketing?
- 7. What Should Be Measured? Monitor relevant intermediate effects Equity Market share Market efficiencies Cost effectiveness Access Long-term behavior change
- 8. How Should They Be Interpreted? How does it improve the program? Is the audience perspective incorporated? What is the relationship of the audience to the program? Were exposure targets met? Has there been enough time to see measurable change?
Hinweis der Redaktion
- The question isn’t whether they are effective – it’s what is the average effect size they achieve (how much change do they result in)?About 5 percentage points, so that a baseline level of a behavior usually in increased, for example, from 60 to 65%. Campaigns for seat belt use (r = .15), dental care (r =.13) and adult alcohol reduction (r = .11) have had the strongest effects, while youth alcohol and drug campaigns have had the least (r = .01 -.02). Family planning (r = .06)Youth smoking prevention (r = .06)Heart disease reduction (including nutrition and physical activity; r = .05)Sexual risk taking (r = .04)Mammography screening (r = .04)Adult smoking prevention (r = .04)Youth alcohol prevention and cessation (r = .04 - .07)Tobacco prevention (r = .04)Preliminary findings (smaller number of studies)International breast feeding (r = .17)Fruit and vegetable campaigns (r = .08)In-school nutrition programs aimed at 4-5th graders (r = .12)