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Making Social Marketing Work for You PARC Symposium Nancy Dubois 519.446.3636 Department of Public Health Sciences University of Toronto.

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Presentation on theme: "Making Social Marketing Work for You PARC Symposium Nancy Dubois 519.446.3636 Department of Public Health Sciences University of Toronto."— Presentation transcript:

1 Making Social Marketing Work for You PARC Symposium Nancy Dubois n.dubois@utoronto.ca 519.446.3636 Department of Public Health Sciences University of Toronto Toronto, Ontario M5G 1L5 Tel (416) 978-0522 Fax (416) 971-2443 E-mail: hc.unit@utoronto.ca www.thcu.ca

2 Our Definition of Health Communication The process of promoting health by disseminating messages through mass media, interpersonal channels and events. May include diverse activities such as clinician- patient interactions, classes, self-help groups, mailings, hotlines, mass media campaigns, events. Efforts can be directed toward individuals, networks, small groups, organizations, communities or entire nations.

3 3 Types of health communication Persuasive or Behavioural Communications Risk Communication Media Advocacy Entertainment Education Interactive Health Communication Communication for Social Change  http://www.youtube.com/inmynamehttp://www.youtube.com/inmyname

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6 At-a-Glance References to the Workbook We have more details on most steps

7 4 Elements for Today’s Focus Effectiveness = matching:  the intended audience  with appropriate objectives  through effective channels & vehicles  with the best message. It can work!  VERB / Truth campaigns – intense resources  WWF Change clip – need to be persistent  http://www.youtube.com/watch?v=GrlEQ15mVPM http://www.youtube.com/watch?v=GrlEQ15mVPM

8 Step 3: Audience Analysis & Segmentation Identify who you will focus campaign efforts towards What do you know about them Use this info to make other campaign decisions

9 Audience Analysis Questions DemographicBehaviouralPsychographic  gender  age ranges  typical occupation  income range  Education  family situation  location home and work  cultural characteristics  current behaviour  benefits from behaviour  readiness for change  current social or medical consequences  Feelings of susceptibility  Skill level  Knowledge  Attitudes  Intentions  Self-efficacy  values and beliefs  key personal characteristics  where they get their health-related information  organizations and social networks they belong  how they spend their time and money  Role models

10 Examples: Who is the Audience? Cam Grocery Store Chainsaw Chair Football  Unintentional effects?  Emotional vs. rational appeal based on their attitude to the topic

11 WATERLOO REGION

12 Set Appropriate Objectives Outcome-based  How much of what should happen to whom by when? Appropriate Level  Individual  Network  Organizational  Societal

13 Individuals - audience Networks – opinion leaders Organizations – decision makers Communities/Societies – policy makers

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15 Developing a Multi-Level Health Promotion Strategy LevelBottom line target for change (objective) Relevant theories Factors affecting bottom line Principle audiences IndividualMaintaining a personal behavior change. Stages of Change. Health Belief Model An individual’s: -knowledge -beliefs -attitudes -skills -self efficacy Segments most in need of change (based on demographics, psychographics, etc.) Such as: -men -children -low income groups -smokers -homeless people NetworkState of the social environment. Diffusion of Innovations Theory -Views of network opinion leaders -Frequency and content of conversations about a heath issue within a network. Opinion leaders of networks such as: -families -groups of friends -colleagues -team mates

16 Developing a Multi-Level Health Promotion Strategy (2) LevelBottom line target for change (objective) Relevant theories Factors affecting bottom line Principle audiences OrganizationPolicies.Organizational Theory -cost/benefits to industry. -general industry trends. Decision makers (primary) or employees, unions, customers (secondary) of organizations such as: -Schools, -Worksites -Places of worship -Primary health care settings SocietyFormal Laws.Social Change Theory -Actions of special interest groups -Media coverage -Public opinion Elected officials (primary) or the public, special interest groups, media (secondary) of a: -Town -Region -Province -Country

17 Examples: Which Level? Health Systems Group – Employee Fitness Calgary Greyhound Walking Club Active Halton workplace physical activity policy messaging Coalition for Active Living Imagine Campaign

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20 Active Halton

21 Regular email bulletins out to workplace health promoters to use as influential messages to decision makers regarding physical activity in the workplace

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23 Channels & Vehicles Best Vehicle= Effectiveness + Efficiency Effectiveness = Vehicle’s characteristics are best fit to objective Efficiency = (Reach * Frequency) / Cost = Cost per impression Reach= # exposed to the message – those not in the population of interest + sharing with others (second-hand exposure) + multiplication effect (promotes other channels and vehicles)

24 3 Possible Approaches Media  Broadcast - ParticipACTION  Narrowcast – Peel Obesity materials Interpersonal  Hamilton & Niagara Public Health Community Activity Ambassadors Events  Go Outside the Box (Toronto)  Turn off the Screens

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26 Effective Messaging Maguire’s Hierarchy THCU’s Message Review Tool  More in-depth Symposium session 3 Key Elements

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28 Final Decision  Use  Lose  Adapt

29 3 Key Elements What  clarity on the topic So What  relevance to the audience Now What  call to action

30 http://www.agoodman online.com/pdf/bad_ad s_high_res/BadAdsHi.p df

31 Noted: +15 Associated: +16 Read Most: +47 Picture ‘pays off’ headline, so headline is positioned at top of ad as initial focal point. Colour photo is eye catching and contributes to tragic story. Copy is legible and compelling with few words.

32 Newspaper Ad

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37 THCU on Health Communication Map of all health communication resources http://www.thcu.ca/infoandresources/health_comm_map.cf m http://www.thcu.ca/infoandresources/health_comm_map.cf m Developing health communication campaigns toolkit http://www.thcu.ca/infoandresources/resource_dis play.cfm?resourceID=1008 http://www.thcu.ca/infoandresources/resource_dis play.cfm?resourceID=1008 Buzz for Behaviour Change http://www.thcu.ca/infoandresources/resource_display.cfm? resourceID=838 http://www.thcu.ca/infoandresources/resource_display.cfm? resourceID=838 Audience profiles

38 THCU on Health Communication CON’T Making the case (for health promotion initiatives) http://www.thcu.ca/infoandresources/resource_display.cfm?resourceID =494http://www.thcu.ca/infoandresources/resource_display.cfm?resourceID =494 Strengthening personal presentations workbook http://www.thcu.ca/infoandresources/resource_display.cfm?resourceID =792http://www.thcu.ca/infoandresources/resource_display.cfm?resourceID =792 Health communication message review criteria http://www.thcu.ca/infoandresources/resource_display.cfm?resourceID =56&emailID=134http://www.thcu.ca/infoandresources/resource_display.cfm?resourceID =56&emailID=134 Interactive online campaign planner http://www.thcu.ca/infoandresources/ohc/myworkbook/login/login.asp http://www.thcu.ca/infoandresources/ohc/myworkbook/login/login.asp Special update on risk communication http://www.thcu.ca/infoandresources/resource_display.cfm?resourceID =898 http://www.thcu.ca/infoandresources/resource_display.cfm?resourceID =898

39 THCU’s Consultation Service Free to those working on Ontario-focused projects. Scope varies, depending on need:  short training sessions;  brief, one-time advice;  review your work or product;  hands-on assistance working through our step models;  links to other sources of information and resources. Consultation request form http://www.thcu.ca/consultation/request_form.htm http://www.thcu.ca/consultation/request_form.htm Sample consultations http://www.thcu.ca/consultation.htm http://www.thcu.ca/consultation.htm

40 Upon Request Workshops All of our workshops, are available upon request for groups as small as 30 and as large as 50. Any coalition or agency can partner with THCU to host a workshop in their community. We provide the facilitators at no cost and will work with you to help tailor, organize and promote the event. Service request form http://www.thcu.ca/consultation/request_form.htm http://www.thcu.ca/consultation/request_form.htm We require at least three months' notice to plan and deliver a workshop.

41 THCU in collaboration with OHPRS Health Promotion 101  This free, online course helps people familiarize themselves with essential health promotion concepts. http://www.ohprs.ca/hp101/main.htm Online Proposal Writing Course  The purpose of this online course is to help both newbies and veterans prepare a coherent and effective proposal. http://www.thcu.ca/ohcc-thcu-proposal-writing-course/ Ontario Health Promotion Email Bulletin  Information exchange among Ontario practitioners.  Announcements and events distributed weekly.  Feature articles are distributed every second week.  The bulletins go out every Friday afternoon. www.ohpe.ca

42 Disclaimer The Health Communication Unit and its resources and services are funded by the Ontario Ministry of Health Promotion. The opinions and conclusions expressed in this presentation are those of the author(s) and no official endorsement by the Ministry of Health Promotion is intended or should be inferred.


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