Social Marketing, Media

1
Social Marketing, Media Health Promotion

• Dr. Edwin van Teijlingen

2
Learning Outcomes

• Highlight role of mass media in health promotion.
• Define social marketing and highlight its role(s)
  in health promotion i.e. social change at an
  community level individual behavioural change.
• Highlight theoretical basis of social
  marketing.
• Compare/contrast social with commercial
  marketing.
• Discuss strengths/limitations of mass media as an
  aspect of social marketing for health.

3
Role of mass media

• Bring / produce news
• Entertainment (dog bites man etc.)
• Make money
• Reach viewing targets, sell papers, etc.
• Support democracy, campaign, etc.
• Educate the reader/viewer

4
Role of the media example

• BBC web pages reported newly published study in
  December 2004
• Study showed that television soaps tend to cover
  sexual issues in an in-depth and informative
  manner, but men's magazines approach the subject
  in a macho and stereotypical way.

5
Role of the media example
Martin Raymond of HEBS said (on BBC web pages)
that the key to the increase in sexual activity
among young people was the media. "The number
of children depending on the media as a source of
sexual information has grown and grown"
6
The news story

• Junk food advertising ban call
• Later this year, two million infants will receive
  free fruit each day
• BBC web pages
• (6th Sept. 2004)

7
Health advertising

• Picture from leaflet produced by Arthritis
  Research Campaign (ARC) on Sport Exercise
  injuries

8
Social marketing

• Dole's Nutrition Education Program offers
  education materials free-of-charge to U.S.
  elementary schools.

9
Range of mass media

• Printed news
• Radio, cinema, television, Internet
• Telephone
• Bill boards (including back of bus)
• Hand-outs Leaflets
• Other balloons, planes

10
Need to understand media

• Understanding mass media is a prerequisite to
  gaining the cooperation of those who control
  access to media time and space to improve the
  coverage of health issues about which the public
  needs, and often wants, to know.

11
Effectiveness of Media I

• Research has demonstrated effectiveness of mass
  media approaches in
• Raising awareness
• Get intended audience to seek info/ service
• Increasing knowledge
• Changing attitudes but less in terms of
  behaviour.

12
Effectiveness of Media II

• Behavioural change is usually associated with
  long-term, multiple-intervention campaigns rather
  than with one-time communication-only programmes.

13
Media Health Promotion

• paid advertising
• versus
• media advocacy

14
Edu-tainment I

• use of entertainment media to disseminate
  information about health.
• story telling approach instead of traditional
  health awareness campaign approaches.

15
Edu-tainment II

• UK examples
• TV soap operas have had dedicated episodes on
  teenage pregnancy, HIV, racism, child abuse, etc.
  ,
• Since 1950s, the BBC used The Archers to bring
  farmers up to date in a "soap opera" format. The
  Archers are still going strong although their
  storylines include general topical current issues
  as well farming issues.

16
Edu-tainment III

• Example from Kenya
• 'Heart and Soul', a prime time TV radio soap
  opera about the lives of two African families, is
  bringing issues such as HIV/AIDS, poverty and
  human rights to hard-to-reach populations in East
  Africa. Potential audience is 50 to 75 million.
• http//www.afrol.com/News2002/ken010_hiv_soap.htm

17
Power of the Media

• Mass media sets the public agenda for discussion
  of an issue, e.g. asylum seekers in UK, ban of
  smoking in public places.
• Can we make strategic use of Mass Media to apply
  pressure to advance healthy public policy?

18
Media advocacy

• Strategic use of Mass Media to apply pressure to
  advance healthy public policy
• Media sets the public agenda for discussion of an
  issue
• Focus is on institutions and organisations that
  have the ability to control environments

19
Effective media campaigns I

• Credibility source can be trusted.
• Context message should be relevant to the
  receiver.
• Content message must be meaningful.
• Clarity receiver must be able to understand the
  message.

20
Effective media campaigns II

• Continuity message needs to be consistent
  without being boring.
• Channels message must use the established
  channels of the receiver.
• Capability receiver must be capable of acting on
  the message.
• Collaboration Media professionals involved to
  determine how best to use media.

21
Mass media health promotion What it cant
achieve!

• Communication of complex messages
• Teach complex motor or social interaction skills
  - breast self examination
• Produce attitude change in resistants

22
Why media campaigns fail.

• Mistaken beliefs about the media.
• A misunderstanding of role of health promotion.
• A misunderstanding of nature of the communication
  process.
• Stress on evaluative rather than formative
  research.

23
Why media campaigns fail.

• In adequate or inappropriate targeting.
• Misunderstanding significant components of the
  message.
• Inappropriate media mix.
• Failure to use other components of the marketing
  mix.

24
Promotion Exercise

• How would you promote buying a season ticket for
  AFC to a new student at the University of
  Aberdeen?
• Or
• How would you promote cycling as a mode of
  transport to students?
• Or
• How would you promote drugs to students?
• Or
• How would you promote non-smoking to a smoker?

25
Social Marketing

• Theoretical basis - economics.
• Exchange theory.
• Describe predict consumer behaviour.
• Design marketing programmes.

26
Definition

• the application of marketing concepts and
  techniques to the marketing of various socially
  beneficial ideas and causes instead of products
  and services in the commercial sense Fox and
  Kotler (1980)

27
Definition

• application of commercial marketing
  technologies to the analysis, planning, execution
  and evaluation of programs designed to influence
  the voluntary behaviour of target audiences in
  order to improve their personal welfare and that
  of society
• Kotler Roberto (1989)

28
Concept of social marketing

• Theory of exchange
• the art of obtaining a desired product from
  someone by offering something in return (Kotler,
  1988)
• Consumer focus
• Consumer behaviour

29
The Power of Marketing

• Commercial marketers are demonstrating an
  enviable capacity to influence behaviour
• (Hastings 20073)
• Thus if Marlboro manages to sell billions of
  cancer sticks p/a, health promoters should be
  able to sell healthy living.

30
Aims(s) of social marketing related to health
promotion

• 1. Social change to influence and mobilise
  public opinion.
• Target audience - the community.
  Egger et al (1988)
• 2. Encouraging individual behaviour change.
  Nutbeam, Tones

31
Selling health is not like selling bananas!

• Social marketing differs from commercial
  marketing in its intent to benefit the target
  population and/or society in general rather than
  the marketer. Nutbeam (2001)

32
Social marketing - whats the difference I

• ..health education (promotion) is frequently
  trying to sell a product that no one in their
  right mind would buy! Tones (1996)
• Safe sex versus unprotected????
• Reduced or no alcohol consumption versus a good
  bucket?? Rab C. Nesbitt (1994)

33
Social marketing - whats the difference II

• Products easy to define in commercial arena.
• Long-term benefits versus instant gratification.
• Socially desirable behaviours - costly in time
  and effort than alternative.
• Many health behaviours are inconsistent with the
  social milieu.

34
Social marketing - whats the difference III

• Target groups are often most negative towards
  proposed changes.
• Habits strongly reinforced and deeply entrenched.
• Healthy behaviour is often complex.
• Subject to political pressures and to a lack of
  funding.
• More intermediaries in social marketing - lack of
  control.

35
Social Marketing

• Marketing research
• quantitative research, e.g. surveys
• qualitative research, e.g. focus groups, in-depth
  interviews
• integration of both methods

36
Nature of social marketing

• Development and implementation of multi-faceted
  programme.
• One or more strategies.
• Consumer driven.
• Audience analysis and segmentation.
• Lefebvre and Rochlin in Glanz et al (1997)

37
Not simply using the media

• Social Marketing isn't the same as 'using the
  media' (might not involve media at all), it is an
  approach to designing and developing an
  intervention which involves many or most of the
  following eight marketing elements.

38
A social marketing model

• 1. Consumer orientated.
• 2. Voluntary exchanges of goods and services
  between providers and consumers.
• 3. Audience analysis and segmentation to
  identify meaningful target groups.
• 4. Concept testing and pre-testing.

39
A social marketing model

• 5. Analysis of communication channels.
• 6. Marketing mix - product, price, place and
  promotion.
• 7. Process tracking system.
• 8. Management process.

40
Social Marketing Wheel
2. Selecting the channels and materials
1. Planning the strategy
3. Developing materials and pre-testing
6. Feedback to refine the regime
4. Implementation
5. Assessing effectiveness
Source (Glanz, lewis and Rimer, 1997)
41
Marketing Mix

• Product
• Price
• Promotion
• Placement

42
Create right marketing mix

• Product has to have the right features e.g. it
  must look good and work well.
• Price must be right, but also refers to effort/
  opportunity costs.
• Goods must be in right place at right time.
• Promotion make people aware of availability of
  product (communication strategy/channel
  analysis).

43
Social Marketing

• Social marketing plan
• policy legislative outreach
• communications
• training of staff
• service delivery
• smoking etc. education
• tracking system

44
Social marketing, mass media and health promotion
45
Social Marketing

• Examples of successful social marketing
  initiatives
• FairTrade campaign
• Kellogg
• Body Shop
• Eveready

46
(No Transcript)
47
The Body Shop

• "Business must be a force for social change," Ms.
  Roddick said. "At the Body Shop, we're trying
  to seamlessly transform the acceptance of private
  greed to public good--a truly difficult journey."

48
Example The Body Shop

• From human rights to animal welfare and global
  warming to self-esteem, Anita Roddicks The Body
  Shop support such issues.
• Body Shop has introduced Ruby an anti-Barbie doll
  to challenge disempowering images of women.

49
(No Transcript)
50
Body Shop described the Ruby ad campaign like
this

• Ruby's prize-winning face and figure are the dawn
  of a new consciousness in the beauty business
  love your body - just the way it is. The Body
  Shop frontperson for its self esteem campaign
  grabbed headlines all over the world. She looks
  like a girl who enjoys life to the fullest - and
  thats what self-esteem is all about. Fret about
  who you could be and youre merely wasting who
  you are.

51
Summary I

• Concept of social marketing (with its origins in
  commercial marketing) has been a feature of
  health promotion activity since early 1970s.
• It main aim has been variously argued to be about
  not only trying to encourage individual behaviour
  change, but also influencing public opinion to
  effect healthy social change.

52
Summary II

• Social marketing places great emphasis on
  adequate market research to define issues,
  identify target audiences and pre-test concepts
  and or materials.
• Selling health is not the same as selling a
  product or service.
• Mass and limited reach media is a major (but not
  sole) aspect of social marketing.
• Research has identified characteristics likely
  to increase the the success or failure of health
  promotion media campaigns.

53
Bibliography
Budd J McCron R (1981) Health education and
mass media past, present, potential in Leather
DS. et al..(eds) Health Education the Media.
Pergamon Press, Oxford. Flay, B.R. (1987), Mass
Media and smoking cessation a critical review,
Am J Public Health, 77 (2) 153-60. Fox K
Kotler P. (1980). Marketing of social causes
first 10 years. J Marketing, 44 24-33.Hastings,
G. (2007) Social Marketing Why should the devil
have all the best tunes?, Butterworth-Heinemann,
London. Kotler P Roberto FL. (1989) Social
Marketing Strategies for changing public
behaviour. Free Press, NY. LeFebvre CR Flora
JA (1988) Social marketing pubic health
intervention. Health Educ Quart 15 219
315. Ling, J. C. et al. (1992) Social Marketing
Its Place in Public Health. Ann Rev Public Health
13 341-362. Thackeray, R. (2005). Social
marketing's unique contributions to health
promotion practice. Health Promotion Practice 6
365-368
54
Useful websites

• Institute for Social Marketing (Univ Stirling)
  http//www.ism.stir.ac.uk/Books2005-current.htm
• Social marketing on Canadian health promotion web
  pages, see http//www.hc-sc.gc.ca/ahc-asc/activit
  /marketsoc/index_e.html
• National Social Marketing Centre (London-based)
  www.nsmcentre.org.uk