Elaine Wilson Social Marketing lead alcohol National Social Marketing Centre e.wilson@nsmcentre.org.uk

1. Elaine WilsonSocial Marketing lead alcoholNational Social Marketing Centree.wilson@nsmcentre.org.uk

2. What is social marketing?

3. Social Marketing & Health-Related Behaviour Policy Policy Proposition Environment CONSUMER Insight ExperienceDelivery Access Segmentation PeopleDelivery IntegratedCommunication Partnerships Delivery Marketing & Communication Social marketing puts the consumer at the heart of policy, delivery and marketing planning

4. marketing and other concepts andtechniques for ‘social good’ systematic application behavioural goals Defining social marketing “the systematic application of marketing and other concepts and techniques, to achieve specific behavioural goals, for a social or public good” French, Blair-Stevens 2006

5. With the ‘customer’ at the centre or citizen consumer client patient person service user etc Social marketing ‘customer triangle’ A simple device for highlighting some of the key features of social marketing

6. Scope Develop Implement Evaluate Follow-up ‘Total Process Planning’ – TPP model A systematic and staged process A deliberately simple and straight-forward process to help “managing the complexity” within each stage & keep the process ‘on-track’

7. Focus on the bottom line… behaviour! What people actually do! • We need to become obsessed with measuring impact on peoples actual behaviour ‘if you can’t measure it, you can’t manage it.’ • Campaigns must have defined success criteria and robust evaluation • Awareness raising is step one on the road to changing behaviour

8. CONTROL EDUCATE DESIGN EXCHANGE The 4 primary ways to influence behaviour

9. CONTROL DESIGN EDUCATE EXCHANGE The 4 primary ways to influence behaviour legislate, regulate, enforcement The ‘stick’

10. CONTROL….

11. DESIGN CONTROL EXCHANGE EDUCATE The 4 primary ways to influence behaviour set environmental & physical context, service design, availability, distribution

12. DESIGN…

13. EXCHANGE DESIGN EDUCATE CONTROL The 4 primary ways to influence behaviour Give people what they need, want, or value ‘What’s in it for me?’ The ‘carrot’

14. EXCHANGE…

15. EDUCATE EXCHANGE CONTROL DESIGN The 4 primary ways to influence behaviour Raise awareness Allow people to make informed choices

16. EDUCATE…

17. CONTROL social marketing intervention DESIGN EDUCATE SUPPORT The 4 primary ways to influence behaviour Social marketing considers how to utilise each area & get an appropriate balance or ‘mix’ between different ways to influence behaviour

18. Key attributes of Social Marketing 1: BEHAVIOUR & BEHAVIOURAL GOALS 2: CUSTOMER UNDERSTANDING / RESEARCH 3: THEORY BASED & INFORMED 4: ‘INSIGHT’ 5: ‘EXCHANGE’ 6: ‘COMPETITION’ 7: SEGMENTATION 8: INTERVENTION & MARKETING MIX

19. Why are segmentation and insight so important in social marketing?

20. ‘Competition’ our messages safer sex HIV/Aids claim benefits report domestic violence exercise / physical activity ‘5-a-day’ eat fresh fruit & veg get child immunised park & ride my attention ? ‘the environment’: conserve energy & recycle avoid drugs & limit alcohol ring the helpline use public transport ‘Think!’ road safety vote don’t speed volunteer don’t drink drive report crime tax returns don’t smoke cross road safely use NRT ‘rat on a rat’

21. ‘Competition’ everyday life ! music internet adulthood / maturity friends / social life mobile phones peer approval sex eat crisps, burgers, convenience food computer games excitement buy latest clothes my attention ? available time / boredom take drugs for fun / drink & get plastered hair, nails, complexion sugar / sweets youth club cars / motorbikes convenience risk taking families & children something for nothing speed / exhilaration street cred / streetwise / sussed smoke

22. adulthood / maturity mobile phones safer sex HIV/Aids friends / social life report domestic violence claim benefits peer approval sex music internet ‘5-a-day’ eat fresh fruit & veg exercise / physical activity computer games eat crisps, burgers, convenience food excitement buy latest clothes get child immunised fun / enjoyment park & ride my attention ? my attention ? available time / boredom take drugs for fun / drink & get plastered pleasure happiness ‘the environment’: conserve energy & recycle avoid drugs & limit alcohol satisfaction hair, nails, complexion cars / motorbikes sugar / sweets youth club ‘Think!’ road safety don’t speed vote convenience use public transport don’t drink drive families & children something for nothing risk taking street cred / streetwise / sussed smoke cross road safely speed / exhilaration volunteer use NRT don’t smoke tax returns report crime ‘rat on a rat’ ‘Competition’

23. Is choice always a good thing? • Unlimited choice can lead to choice overload resulting in a worse outcome • In guiding people’s behaviour we need to consider the effects of ‘choice architecture.’

24. Is behaviour emotional or rational? • FACT • Our public health campaigns are usually designed to appeal to the rational mind • FACT • The point of choice is arguably always based on emotion (Damascio)

25. We are marketing against excessive choice • We need to develop services based on real rather than perceived need • Social marketing is potentially a powerful tool which can help us to achieve our objectives

26. Hogarth’s Gin Lane 1750 ‘Drunk for 1 penny, Dead drunk for tuppance.’

27. Newcastle 2009‘Trashed’ night at the Attic… “£1 entry 50p a drink – get nailed, battered, done in and, well, proper f***ing trashed If you’re legal to drive at 3am, we’ll refund your entry because we’ve failed in our mission.”

28. Thank You!