Change4Life: The Practical Application of Social Marketing

1. Change4Life:The Practical Application of Social Marketing Helen Buttivant, Healthy Weight Lead for South Central SHA helen.buttivant@dh.gsi.gov.uk

2. Objectives: • To provide a brief overview of the concepts and principles of social marketing. • To give an example of the social marketing process in action in the context of the development of the national Change4Life campaign. • To describe how schools can use the campaign to support school-based healthy eating initiatives and the role of schools in supporting the movement.

3. A Definition of Social Marketing: ‘the systematic application of marketing alongside other concepts and techniques, to achieve specific behavioural goals, for a social or public good’ French, Blair-Stevens,2006

4. How does it work? National Social Marketing Centre, 2006

5. Change4Life – Social Marketing in Practice

6. Consumer Insight National Social Marketing Centre, 2006

7. Consumer Insight Taken from the “Change4Life Local Supporters Guide”, 2009

8. Consumer Insight

9. Consumer Insight

10. Consumer Insight

11. Audience Segmentation National Social Marketing Centre, 2006

12. Audience Segmentation High risk families CLUSTER 2: CLUSTER : CLUSTER 1: 1.6 m 13.3% of families 18.2% of families 15.6% of families Clusters 1, 2 & 3 Touch wood, my children will We ’ re not like organic types I kind of make it up as I go not put on weight so I let and mums that have the time along, a lot of it is from the them have what they want. to cook all day. way mum brought me up.

13. Behaviour & Behavioural Goals National Social Marketing Centre, 2006

14. The Behaviours

15. Intervention & Marketing Mix National Social Marketing Centre, 2006

16. Intervention/Marketing Mix Pre stage Phase one Phase two Phase three Phase four Phase five Role of marketing Mobilising the network Reframing the issue of obesity Personalising the issue Rooting behaviours Inspiring people to change Supporting people as they change Sample marketing materials Desired out-take Change4Life is coming – we should be a part of it This isn’t about how my children look; it’s about diabetes, cancer and heart disease This isn’t about bad parents or very fat children – it’s about my children I know what to do to reduce my family’s risk I know people like me are changing their lives so I believe it’s possible I can see the difference this is making

17. How does Change4Life support existing school-based campaigns? Complements & supports existing programmes such as NHSP, Million Meals & Let’s Cook C4L resources can be used as support materials for existing programmes. Local interest in the movement can be used to encourage children and families to support school-based programmes.

18. How can schools support Change4Life? Talk to pupils, parents and staff about C4L & encourage them to complete the HATK questionnaire Encourage colleagues and local partners to become Local C4L Supporters Use the resources available to promote C4L in school

21. Use the Local Supporters Guide & Consumer Insight Summary to review your existing healthy living communications

22. Use the C4L logos to brand school events & initiatives

23. Support the SmallSteps4Life campaign. Due to be launched in Autumn 2009

24. Keep in touch Regularly review the partner pages of the C4L website : http://www.nhs.uk/change4life/Pages/PartnerTools.aspx Share information on your events & initiatives

25. Sources of Further Information: Website: http://www.nhs.uk/change4life/Pages/PartnerTools.aspx C4L Partnership Team Phoneline: 0300 123 3434