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ENVIRONMENTAL BEHAVIOUR CHANGE: Will Social Marketing’s ‘Toddler’ grow up in time?

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Presentation on theme: "ENVIRONMENTAL BEHAVIOUR CHANGE: Will Social Marketing’s ‘Toddler’ grow up in time?"— Presentation transcript:

1 ENVIRONMENTAL BEHAVIOUR CHANGE: Will Social Marketing’s ‘Toddler’ grow up in time?

2 “KNOW THE ENEMY” CAMPAIGN

3 RELATIVE MATURITY OF HEALTH AND ENVIRONMENTAL SOCIAL MARKETING

4 A BRAND IS NOT A PRODUCT OPPORTUNITIES FOR ENVIRONMENTAL SOCIAL MARKETING

5 ENVIRONMENTAL SOCIAL MARKETING: PEOPLE THINK IT’S IMPORTANT Reducing the road toll in NZ Protecting NZ from unwanted pests/diseases Making sure NZ is working towards addressing sustainability and climate change Binge drinking Ensuring New Zealanders save enough for retirement Discrimination against people with mental illness Preventing accidents and injury around the home Getting people to stop smoking Addressing problem gambling Collective Personal

6 CHALLENGES FOR ENVIRONMENTAL SOCIAL MARKETING

7 HOW THE TODDLER HAS GROWN: FIRST STEPS

8 HOW THE TODDLER HAS GROWN: CRAWLING BEFORE WALKING Waterway a resource 100% natural environment Government responsibility Personal responsibility Heartland Of Sport serious Kayakers Heartland - ‘Passionate’ Fly Fishermen Heartland Boaties - Family fun & ‘Social’ fishing Jet Boating

9 HOW THE TODDLER HAS GROWN: FIRST STEPS

10 HOW THE TODDLER HAS GROWN: AND THE NEXT STEPS

11 Didymo Campaign Evaluation 2007 Base: 2006 (n=757, respondents who had seen, read or heard any communications relating to didymo), 2007 (n=1550, all respondents) Have you personally taken any different actions when using freshwater recreational areas to help stop the spread of didymo? HOW THE TODDLER HAS GROWN: MEASURING PROGRESS

12 Didymo Campaign Evaluation 2007 Below are some statements that other people have made about the communications about didymo. Please indicate to what extent you agree or disagree with each statement Base : All respondents (n=1550) 10% 18% 14% 17% 25% 18% 23% 38% 36% 35% 34% % who neither agree/disagree: 18% DisagreeStrongly disagreeAgreeStrongly agree HOW THE TODDLER HAS GROWN: MEASURING PROGRESS

13 Didymo Campaign Evaluation 2007 Base : All respondents (n=1550) HOW THE TODDLER HAS GROWN: LINKING OUTPUT TO OUTCOME

14 HOW THE TODDLER HAS GROWN: EXCHANGES AND ENGAGEMENT

15 HOW THE TODDLER HAS GROWN: MATURING AND DEVELOPING

16 HOW THE TODDLER HAS GROWN: DEVELOPING A UNIQUE PERSONALITY Customer EconomicSociological BusinessIndustry Psychological Factors that influence customer decisions and behaviour Decided not to comply Don’t want to comply Try to, but don’t always succeed Willing to do the right thing Imprisonment Heavy Fines Social Marketing Education Low High Communications Intervention Enforcement Intervention High Low (Enforcement Communications) Light Fines Licensing Legal Incentive

17 ARE WE READY TO GROW UP?

18 THANK YOU


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