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Social Marketing and Advocacy. Planning, Action, Evaluation, Marketing, Advocacy. Public Health Approach. Implement & Evaluate Programs. Effective Strategies. Find what Prevents the Problem. Conceptual Models. Identify Risk Factors. Data, Community Background. Define the
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Planning, Action, Evaluation, Marketing, Advocacy PublicHealth Approach Implement & Evaluate Programs Effective Strategies Find what Prevents the Problem Conceptual Models Identify Risk Factors Data, Community Background Define the Problem Adapted From: National Center for Injury Prevention and Control, CDC
Social Marketing • Uses many of the tools of commercial marketing. • “Sells” behaviors that benefit both the individual and society.
The Classic “4 Ps” of Marketing • Product • Price • Promotion • Place
The three most important things in Social Marketing • the audience • the audience; and • the audience
Social MarketingFour Key Steps: • Understand Your Audience and Customers • Set Priorities • Assess Resources • Monitor and Evaluate
Understand Your Audiences and CustomersHow can we segment and get toknow our audience? • Physical • Behavioral • Demographics • Attitudes and Beliefs
Set PrioritiesBased on Your Understanding of YourAudiences and Customers It is critical to develop your marketing program to access your targeted audience.
Assess Resources Conduct a thorough inventory: • What you already have • What you need • What you will develop
Monitor and Evaluate Manage your program by continuously monitoring and altering your interventions as needed to reach your targeted audiences.
An Example of Marketingan Injury Program:Float Coat Promotion in Rural Alaska Yukon-Kuskokwim Health Corporation
Comparison of Alaskan Drowning RatesPer 100,000 Population Source: State of Alaska, 1991
2 35 7 7 Personal Flotation Device UseAlaska Commercial Fishing Incidents Involving at Least One Drowning, 1991 Source: National Institutes of Occupational Safety and Health (NIOSH)
The Classic “Float Coat” Boring!
So What Should We Do? • Build a Coalition • Assess the Audience/Customers • Make Marketing Plan
Marketing/Promotion • Quality Product • Customize for Culture • Targeted Distribution • Incentives • Publicity • Evaluation
Promotional Ideas • Discount Coupons • Raffles and Prizes • Incentive Awards
3 Year Average Crude Death RatesYK Delta vs. All-Alaska(The Harvest) YK Starts PFD Program YK Delta 43% Reduction All Alaskan Per 100,000