The Drum Beat 391 - Social Marketing
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This issue of The Drum Beat explores the concept and practice of social marketing. It includes summaries focusing on aspects of community involvement as it relates to social marketing, and then looks at examples of campaigns addressing issues of HIV/AIDS, nutrition, and physical activity, as well as those focused on young people. Finally, it includes a list of resources for those researching how to implement a social marketing campaign.
We are always seeking information on social marketing projects, ideas, and thinking. Please send these to Deborah Heimann dheimann@comminit.com
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SOCIAL MARKETING PRINCIPLES
1.Social Marketing: Principles and Practice
by Rob Donovan and Nadine Henley
The goal of this book is to introduce and explain the principles of social marketing as well as to illustrate those principles with examples of practical application. Prominence is given to Australian social marketing campaigns and research.
2.Social Marketing Principles
by Fiona Adshead
Through the example of a "stop smoking" campaign geared toward a local population, Adshead demonstrates the following key principles of social marketing: set clear behaviour change goals; use consumer research; identify key groups to be addressed; recruit locally for mixed marketing; and offer something in exchange for behaviour changes. She also describes the governmental role in capacity building to apply social marketing strategies, including efforts to: build coalitions, review and reconfigure programmes, prioritise and coordinate programmes, and capture and review lessons learned.
3.Social Marketing and Changing Behaviour
by Ed Mayo
In this paper, Mayo promotes social marketing as a better investment of public health funding than awareness-raising campaigns. According to Mayo, social marketing draws on the best commercial marketing and public sector practices including shared responsibility between individuals and the state. Along with a chart on key behavioural challenges to public health, this document includes what Mayo considers to be 10 key characteristics of effective interventions to promote health.
4.Exchange Theory
This theory suggests that an intervention involves a voluntary exchange of resources. Individuals, groups, and organisations have resources they are willing to exchange for perceived benefits. The explanation used in the source refers to a social marketing context in which the "buyers" in this exchange are the members of the audience. These people pay a price, such as money, time or effort, when they "purchase" the product. Effort-related costs include inconvenience, additional physical and/or mental tasks, decreased social standing, and/or discomfort. In return for the costs paid by the audience, the "seller", or campaign planner, provides a tangible good (such as a smoking cessation kit), an intangible good, (such as a health service like nutrition counselling), or an idea (such as the health risks posed by a high-fat diet).
See Also:
6.Social Marketing - the 4 P's
7.Social Marketing - A 7 Step Approach
COMMUNITY INVOLVEMENT IN MARKETING
8.Yari-dosti - India
This is a behaviour change communication (BCC) intervention that worked to shift young Indian men's attitudes about gender roles and relationships, with the ultimate goal of reducing HIV risk behaviours. Fostering men's full involvement as collaborative researchers, peer educators, and participants is the core emphasis of this programme. Based on formative research, a 2-week training programme was developed for peer leaders; after training, these leaders worked with groups of young men for 6 months. The group exercises were based on participatory methods of learning with extensive use of role-plays, discussions, and debates. Among the main themes covered in the sessions were HIV/sexually transmitted infection (STI) risk and prevention, including fidelity in relationships and condom use negotiation; partner, family, and community violence; gender and sexuality; and reproductive health. In some sites, group education activities were combined with a community-based and a gender-focused social marketing "lifestyle" campaign; young men actively participated in the development and implementation of the campaign. With a tag line of "soch sahi mard vahi" ("Real men have the right attitude"), the campaign consisted of street plays, posters, pamphlets, banners, and a service and information booth.
Contact Sherry Hutchinson shutchinson@popcouncil.org OR Sujata Khandekar sujata55@hotmail.com
9.Turtle Bag Initiative - Samoa
As part of a regional initiative of Secretariat of the Pacific Regional Environment Programme (SPREP), this reusable bag scheme in Samoa involved engaging the private sector and the mass media in a low-cost sustainability partnership. The goal of the social marketing campaign was to establish a replicable model to discourage plastic bag use, thereby spurring sustainable consumer behaviour change that will, it is hoped, preserve the lives of sea turtles in this region. The first step was to raise awareness about turtles and the threat of floating debris to sea animals, in part through the launch of, and activities implemented as part of, the Year of the Sea Turtle. In addition, a 3-minute video clip/song was developed by a local Samoan "boy-band" that included an emotive plea to say no to plastic for the sake of Pacific culture and heritage. This film clip was played on Samoa Broadcasting Corporation (SBC) television in the weeks leading up to the official launch of the Turtle Bag. Finally, a series of articles appeared in national and regional publications about the Year of the Sea Turtle and promoted the importance of not using plastic bags and using reusable bags. SPREP developed a list of incentives for using the Turtle Bags and, in order to make these incentives concrete, supermarkets in Samoa coordinated in-store promotions to encourage their shoppers to use Turtle Bags. To strengthen these incentives, SBC provided free air time to show Turtle Song and television commercials, in addition to including promotional opportunities in feature shows.
Contact Tamara Logan tamaral@sprep.org
10.Drive Protected - Ghana
This is an HIV/AIDS programme for commercial vehicle drivers in Ghana. Peer educators use films produced by the project to educate people about HIV/AIDS and STIs at central transport stations. 187 peer educators were recruited and then provided with a 2-day training on topics including anatomy and physiology of the male and female reproductive systems, STIs, HIV/AIDS, condom usage, and peer education and communication skills. To facilitate their work, participants were provided with a peer educator toolkit to help guide them in: organising and engaging in bus talks; giving talks on HIV/AIDS during their branch meetings; assisting in the organisation of durbars, quiz competitions, and film shows; branding the transport stations with Drive Protected stickers and posters; and reporting on their activities and progress.
Contact Mabel Tsibu-Nyarko mtnyarko@gsmf.com.gh OR Ian Tweedie itweedie@jhuccp.org OR Marc Boulay mboulay@jhuccp.org
See Also:
11.How to Promote the Use of Latrines in Developing Countries
12.Social Marketing of Bednets in Tanzania
14.The Economics of Social Marketing: The Case of Mosquito Nets in Tanzania
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POLL
Do you agree or disagree?
All health interventions should have a proven primary nutritional/food component.
[For context, please see The Drum Beat #388.]
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FOCUS ON HIV/AIDS
15.INNOVAIDS - East Asia
This initiative was launched in October 2003, and is the second phase of a project designed to increase the contribution of social marketing to HIV/AIDS prevention in Asia. Operating in the 6 Mekong countries of Cambodia, China (Shanxi and Yunnan), Laos, Myanmar, Thailand and Vietnam, INNOVAIDS seeks to improve access to existing HIV prevention products, and introduces new products and services such as male and female condoms, water-based lubricants, pre-packaged therapy for treatment of sexually-transmitted infections, voluntary HIV counselling and testing (VCT) services, and products/services to reduce drug-related HIV risk. INNOVAIDS also provides training and technical assistance to host government counterparts, non-governmental organisations (NGOs), and private sector providers.
Contact info@psi.org
16.LifeShield Workplace Programme - Ghana
This project addresses HIV/AIDS issues in the workplace in Ghana. It aims to increase risk perception to HIV/AIDS, promote the correct and consistent use of condoms, encourage compassion towards people living with HIV/AIDS, and stimulate the adoption of preventive behaviour to help reduce the HIV/AIDS prevalence rate in Ghana. LifeShield uses interpersonal communication techniques to strengthen and empower employers, employees, and their families and communities with relevant information and easily accessible HIV/AIDS preventive tools so that they can proactively take control of their reproductive health. Each organisation is given an HIV/AIDS office pack and manager's toolkit, which includes car bumper stickers, posters, brochures, leaflets, a notice board, and clock-in and log-on messages related to HIV/AIDS. Following a 2-day training session, peer counsellors, selected from all levels of staff are publicly presented to the organisation and LifeShield is formally launched.
Contact Mabel Tsibu-Nyarko mtnyarko@gsmf.com.gh OR Ian Tweedie itweedie@jhuccp.org OR Marc Boulay mboulay@jhuccp.org
17.Banyan Tree Project - United States
This is a national social marketing campaign to stop HIV/AIDS-related stigma in Asian & Pacific Islander (A&PI) communities, whose access to services may be hampered by cultural traditions of silence and discrimination surrounding the subject of HIV/AIDS. The project involves a national awareness day and campaign, media sensitisation, educational tools, peer-based programming, and other communication approaches that aim to boost awareness of the epidemic and advocate for culturally-specific resources for Asian Americans. The ultimate goal is to improve the health of A&PIs by increasing their use of HIV prevention and treatment services through the elimination of stigma. In brief, throughout the year, Banyan Tree facilitates organisations and individuals in getting the word out about how HIV/AIDS and HIV/AIDS-related stigma affect A&PIs through speakers' panels, conferences, public service announcements (PSAs), news articles, a website, and other methods. In addition, special events are held each year on May 19th to honour National A&PI HIV/AIDS Awareness Day.
Contact info@banyantreeproject.org
18.Social Marketing and Public Health: Lessons from the Field - A Guide to Social Marketing
by Susan D. Kirby, Kathleen E. Perkins, and Thomas Reizes (eds.)
This publication provides 12 case studies and lessons learned about marketing public health campaigns in the United States - from California to Vermont.
See Also:
20.Take Control Campaign - Namibia
FOCUS ON YOUNG PEOPLE
21.Human Rights Ombudsman of the Republic of Slovenia - Slovenia
This government office works not only to deal with specific complaints, but also focuses on education and promotion of children's rights and on raising awareness among the general public about issues such as domestic violence, contact by separated/divorced parents with children, and the relationship between parents and children. A social marketing approach informs many of the Ombudsman's communication-centred initiatives, which also draw on partnership, advocacy, research, and publication. The Ombudsman's strategy draws on Alan Andreasen's "Marketing Social Change" as part of a 4-step process which focuses on product, price, place and promotion. The process involves reaching out to people at a stage of "pre-contemplation," such as parents who are unaware that violations of children's rights are typically caused by adults and that they might be part of a risk group. For example, on Human Rights Day 2003 the Ombudsman's office launched an advertising campaign titled "Children's rights are the law!" which addressed adults through 3 television advertisements. To reach people with diminished access to information, the Ombudsman used the printed medium - the back page of its free newsletter "The Ombudsman - How to Protect Your Rights".
Contact Mojca Markizeti Mojca.Markizeti@varuh-rs.si
22.Evaluation of the First 5 Shasta Media Campaign
This report includes details of an evaluation of a United-States-based social marketing campaign that was an effort to increase community leaders' involvement in, and commitment to supporting, early childhood development issues and initiatives. The First 5 Shasta campaign involved: development and broadcast of five 30-second radio messages, as well as other shorter pieces; development of print materials for placement in newspapers and newsletters; and development of "out-of-home placements" including print materials on transit shelters, signs on both the inside and outside of buses, roadside billboards, and wall posters. Both radio and newspaper placements seemed about equally effective, with about 70% of the sample remembering seeing or hearing at least one First 5 Shasta message through each venue. Recognition of the specific messages by slogan was somewhat lower, at about 55% for newspapers and 60% for radio. While a larger proportion of this sample was aware of First 5 Shasta in 2006 than in 2004, this did not translate into a larger proportion being aware of the funding available for young children. However, the longer individuals were aware of First 5 Shasta, the more likely they were to be aware of this funding.
23.Promoting Reproductive Health for Young Adults through Social Marketing and Mass Media: A Review of Trends and Practices
This paper is based on a review of the literature on young adult programmes which use mass media and/or social marketing approaches to address issues of reproductive health. Sources of information include published and unpublished evaluations of social marketing and communications projects, journal articles, abstracts, working papers and workshop summaries, chapters of books and online literature, as well as personal communications with researchers and programme experts.
24.Nimechill (I Have Chilled or I am Abstaining) - Kenya
This is a youth abstinence social marketing campaign that seeks to delay teen sexual debut by changing social norms and reducing peer pressure. It addresses 10- to 15-year-old boys and girls living in Kenya's urban and peri-urban areas. Nimechill created a cartoon logo of a yellow hand giving a "V" or a "peace" sign as its brand and the phrase "Nimechill" (Swahili-English slang meaning "I have chilled" or "I am abstaining"). The campaign was designed to be empowering and future-oriented and uses a variety of media channels, including: television, radio, print, billboards, and posters. Entrepreneurs have manufactured their own "chill" bumper stickers and regularly sell them for their own profit in bars and petrol stations around Nairobi.
Contact Gwendolyn Morgan gmorgan@psikenya.org OR psi@psikenya.org
See Also:
25.Children's Safe Drinking Water - Dominican Republic
FOCUS ON NUTRITION / PHYSICAL ACTIVITY
26.California Project LEAN (CPL) - California, USA
This programme focuses on youth empowerment, policy and environmental change strategies, and community-based solutions, with a mission to increase healthy eating and physical activity to reduce the prevalence of obesity and chronic diseases such as heart disease, cancer, stroke, osteoporosis, and diabetes. Collaboration for community-based social marketing programmes is one of CPL's key approaches. The project works with state and local physical activity and nutrition leaders to educate communities throughout California. The "Food on the Run" project involved 28 low-income high schools in 20 counties in efforts to educate teens, parents, community members, and local policy makers on the importance of healthy eating and physical activity, and to engage them in developing supportive policy solutions. As a result of the "Food on the Run" project, statistically significant increases were made in the availability of healthy food and physical activity options at participating schools. CPL claims that the 2000 California High School Fast Food report helped launch new legislation requiring more stringent nutritional standards in California elementary, middle, and high schools.
Contact Peggy Agron pagron@dhs.ca.gov
27.Impact Data - VERB Campaign - United States
This is a multiethnic social marketing campaign that combines paid advertisements with school and community promotions and internet activities to encourage children 9 to 13 years of age to be physically active every day. VERB uses commercial marketing methods to advertise being physically active as cool, fun, and a chance to have a good time with friends. VERB is based on the premise that a physically active lifestyle, if established at this young age, could lessen the decline in physical activity typically seen in the high school years, especially among girls. Using the VERB brand, paid advertising ran nationally from June 2002 through June 2003. Overall awareness achieved by the campaign was 74% among the nation's 9- to 13-year-old youth. 90% of children who were aware of VERB also demonstrated understanding of the messages. A significant positive relationship was detected between the level of awareness of VERB and weekly median sessions of free-time physical activity among the total population of 9- to 13-year-old youth, meaning that, as VERB awareness increased, levels of physical activity increased.
Contact Suzanne Gates sag6@cdc.gov OR youthcampaign@cdc.gov
See Also:
29. 5 A Day for Better Health Program Evaluation Report
RESOURCES
30.How To Implement a Social Marketing Effort
This online Tool Box includes: an outline for implementing a social marketing effort; a narrative outline for implementing a social marketing effort (with links to how-to sections of the Community Tool Box); example(s) of social marketing efforts; how-to information on implementing a social marketing effort; a learning community on "Conducting a Social Marketing Campaign" - online exchanges with others doing this work; and other resources and links related to implementing a social marketing effort.
31.Social Marketing Resource Guide
This guide, available as a PDF download, presents basic information about social marketing and how it can be used to address public health issues.
32.Basics of Social Marketing
This publication, available as a PDF download, is intended to be a stand-alone tool to help people apply effective social marketing to their public health programmes and practices. It includes 10 strategic questions to ask, key points and considerations of social marketing, a resource list, and a case study in Atlanta, Georgia, USA of how a social marketing approach was used to prevent a holiday outbreak of diarrhoea cases.
33.CDCynergy - Social Marketing Edition
This CD-ROM is intended to be a tutorial and planning guide for applying social marketing systematically to public health programmes. It aims to help public health professionals analyse health problems and plan, implement, and evaluate social marketing programmes to address those problems. Designed as an interactive training and decision support tool, the CD-ROM contains case studies, commentary from experts in the field of social marketing, and tutorials for each stage of effective programme development.
34.Social Marketing Lite
by William Smith
This book, available as a PDF download, is a compilation of articles containing low-cost suggestions for implementing marketing ideas as a part of programmes for social change. It includes case studies from AIDS prevention and education reform programmes in a variety of regional locations.
35.Hands-On Social Marketing: A Step by Step Guide
by Nedra Weinreich
This book provides a guide to the social marketing process for professionals who wish to influence health or social behaviours using effective techniques of this field.
36.Social Marketing Quarterly
This is an internationally circulated print journal covering theoretical, research, and practical issues for social marketers and other professionals working in the fields of public health, communication, marketing, and social science.
37.Applying Health Communications and Social Marketing to Alcohol, Tobacco, and Other Drug Problem Prevention
This online resource provides an outline and information for a 2-day workshop designed for prevention programme administrators, prevention educators, and representatives of voluntary health organisations to build skills in applying health communications and social marketing to alcohol, tobacco, and other drug problem prevention. It presents strategies to determine audience needs, develop accurate and targeted messages and materials, and evaluate results.
38.Social Marketing Institute Success Stories
A website created to advance the science and practice of social marketing. Gives examples of the application of successful social marketing practices in a wide range of settings all over the world.
39.Spare Change
An initiative of the USA-based Weinreich Communications, which helps nonprofits and government agencies use social marketing to bring about positive change with regard to health and social issues. This weblog focuses on strategies for "making a difference with social marketing".
40.Tools of Change
Founded on the principles of community-based social marketing, this partnership between Canadian government agencies and Cullbridge Marketing and Communications offers online tools, case studies, and a planning guide to help people take actions and adopt habits that promote health and are environmentally friendly.
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