Social Marketing Downunder Conference 2005 A New Approach to Social Marketing:

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Social Marketing Downunder Conference 2005

A New Approach to Social Marketing:

Intervention Logic Modeling and Research Evaluation

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Dr Paul DuignanParker Duignan Ltd – WellingtonSenior Research Fellow forCentre for Social and Health Outcomes Research and Evaluation (SHORE)Massey University Auckland

More on outcomes theory:www.strategicevaluation.info

Andrea KanDirectorUMR Research Ltd Wellington–Auckland–Sydney-Brisbane

More about UMR:www.umr.co.nz

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Increased willingness to take preventive

action

Increased stakeholder willingness to participate in

partnerships

Increased base level tolerance / support for

effective incursions mitigation

Increased willingness to take mitigation

action

Increased appropriate preventive behaviore.G. Declaring items

Increased appropriate

mitigation behavior

Increased stakeholder partnership initiatives

Increased support for specific incursion

mitigation

Increased Biosecurity

Reduction in biosecurity incursions

Effective incursion mitigation (eradication or management)

Increased under-standing of what to look for and how to respond if you see

something suspicious

Increased understanding of personal action

needed for effective mitigation

Increased under-standing of need for

biosecurity mitigations measures

Increased under-standing of what not to bring into NZ and what to

declare

Increased understanding of ballast water and

hull cleaning procedures

Increased stakeholder

understanding of the problem and

solutions

Increased Public understanding of biosecurity

Increased Stakeholders’ understanding of biosecurity

Increased Inward Travelers’ understanding of biosecurity

The Beginning

Theory New Way?

Outcomes Theory

Practice

Model DevelopmentGet

it w

rong?

??Intervention Logic Model

Model Assessment!Get it straightCreativityCreativity

AtmosphereAtmosphere

No BoundariesNo Boundaries

We can work it outModel RefinementRevolutionNo Evolution!

ActionInformed Logic

With feelingDefine –

Implemented Logic?Breakout!

Increased Inward Travellers’ understanding of biosecurity

Increased Stakeholders’ understanding of biosecurity

Increased Public understanding of biosecurity

Increased understanding of ballast water and

hull cleaning procedures

Increased under-standing of what not to bring into NZ and what to

declare

Increased under-standing of what to look for and how to respond if you see

something suspicious

Increased stakeholder

understanding of the problem and

solutions

Increased under-standing of need for

biosecurity mitigations measures

Increased understanding of personal action

needed for effective mitigation

Increased willingness to take preventive

action

Increased stakeholder willingness to participate in

partnerships

Increased base level tolerance / support for

effective incursions mitigation

Increased willingness to take mitigation

action

Increased appropriate preventive behaviore.G. Declaring items

Increased stakeholder partnership initiatives

Increased support for specific incursion

mitigation

Increased appropriate

mitigation behavior

Reduction in biosecurity incursions

Effective incursion mitigation (eradication or management)

Increased Biosecurity

MAF Biosecurity Social Marketing Intervention Model

Informed logic outcomes

Only time will tell – iterative process

We can work it outWe can work it out

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The beginning…(Planned Logic)

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Theory to Practice

• Based on outcomes theory– Analytical framework for outcome systems

• Intervention logic (programme modelling, programme theory, outcome hierarchies, results chains)– Intermediate steps to achieve change or final

outcome for programme or policy

• Accepted good practice

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Uses

• Used to:– Assist stakeholder consultation– Programme planning & implementation– Outcomes measurement– Indicator development– Reporting– Research & evaluation priorities– Programme & policy evaluation

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Model Development

• Input on preferred outcomes/ how achieved:– Current knowledge of issues– Existing research– Expert opinion

MAF Biosecurity Social Marketing Intervention Model

Increased willingness to take preventive

action

Increased stakeholder willingness to participate in

partnerships

Increased base level tolerance / support for

effective incursions mitigation

Increased willingness to take mitigation

action

Increased appropriate preventive behaviore.g. Declaring items

Increased appropriate

mitigation behavior

Increased stakeholder partnership initiatives

Increased support for specific incursion

mitigation

Increased Biosecurity

Reduction in biosecurity incursions

Effective incursion mitigation (eradication or management)

Increased under-standing of what to look for and how to respond if you see

something suspicious

Increased understanding of personal action

needed for effective mitigation

Increased under-standing of need for

biosecurity mitigations measures

Increased under-standing of what not to bring into NZ and what to

declare

Increased understanding of ballast water and

hull cleaning procedures

Increased stakeholder

understanding of the problem and

solutions

Increased Public understanding of biosecurity

Increased Stakeholders’ understanding of biosecurity

Increased Inward travellers’ understanding of biosecurity

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Getting it Wrong

• Key issues:– Measuring the underspecified– Continually evolving– Wide range of potential risks– Diverse sectors– Cost of data collection– Acknowledged difficulty in measuring social

marketing campaigns

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Getting it straight!(Informed Logic)

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Model Assessment

• Assessment of assumptions by:– Existing research (not conclusive)– Expert opinion

• And…

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Something New

• Creativity groups

• Not ‘new’ as such– New to New Zealand– Beyond projectives, focus groups

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The Difference

• Ideas generation

• New angles

• Richer understanding

• Testing the hard to define

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Once More with Feeling

• The theory– Hierarchy of emotions

High Reason

Feelings

Emotions

Basic LifeRegulation

Neuroscience

Damasio

Emotional hierarchy

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Theory to Practice

• Intuitive

• Evolving practice

• What’s new?– Creative thinking/ recruitment– Atmosphere– Set no boundaries – big picture– Moderation – low key, empathetic– Large breakout groups

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Techniques

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Techniques

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Techniques

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Working it out…(Informed Logic Outcomes)

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MAF Biosecurity Social Marketing Intervention Model

Increased willingness to take preventive

action

Increased stakeholder willingness to participate in

partnerships

Increased base level tolerance / support for

effective incursions mitigation

Increased willingness to take mitigation

action

Increased appropriate preventive behaviore.G. Declaring items

Increased appropriate

mitigation behavior

Increased stakeholder partnership initiatives

Increased support for specific incursion

mitigation

Increased Biosecurity

Reduction in biosecurity incursions

Effective incursion mitigation (eradication or management)

Increased under-standing of what to look for and how to respond if you see

something suspicious

Increased understanding of personal action

needed for effective mitigation

Increased under-standing of need for

biosecurity mitigations measures

Increased under-standing of what not to bring into NZ and what to

declare

Increased understanding of ballast water and

hull cleaning procedures

Increased stakeholder

understanding of the problem and

solutions

Increased Public understanding of biosecurity

Increased Stakeholders’ understanding of biosecurity

Increased Inward Travelers’ understanding of biosecurity

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Model Refinement

A Travellers/ countries of origin/ sea ports

B Stakeholders

C NZ Public-mitigation measures

D NZ Public-personal action

E Business, importers, production

F Education

G Environment

Increased under-standing of what to look for and how to respond if you see

something suspicious

Increased understanding of personal action

needed for effective mitigation

Increased under-standing of need for

biosecurity mitigations measures

Increased under-standing of what not to bring into NZ and what to

declare

Increased Understanding of Ballast Water and

Hull Cleaning Procedures

Increased stakeholder

understanding of the problem and

solutions

Increased understanding of ballast water and hull cleaning

procedures

ShippingSailorsYachtiesCruise ShipsIncreased under-

standing of what not to bring into NZ and what

to declare

Travellers-Casual-Frequent-Sport-Business-O/S students-Recreation-Ethnic groups-Friends/relatives

Increased under-standing of what to look for and how to respond

if you see something suspicious

‘Responsible’ NZersElderlyChildrenGardenersProduction SectorEnvironmentalistsIncreased stakeholder

understanding of the problem and solutions

Enforcement, Educative & Eradication Agencies

Increased under-standing of need for

biosecurity mitigations measures

Ignorant/Unaware General public

Increased understanding of personal action needed

for effective mitigation

Travel agentsAirline staffTourism BoardEmbassiesInternational airports

Audiences

Increased Public understanding of biosecurity

Increased Stakeholders’ understanding of biosecurity

Increased Inward Travellers’ understanding of biosecurity

Increase Information Sources in Countries of Origin

Increased Business/Importers/Primary Producers understanding of biosecurity

Increased Environmental Groups understanding of biosecurity

Increased Media/Educatorsunderstanding of Biosecurity

Increased Public understanding of biosecurity

Increased Stakeholders’ understanding of biosecurity

Increased Inward Travellers’ understanding of biosecurity

Increased Permanent Recent Arrivals understanding of biosecurity

Additional Audiences

Increased Sea Port Users understanding of biosecurity

Increased willingness to take preventive

action

Increased stakeholder willingness to participate in

partnerships

Increased base level tolerance / support for

effective incursions mitigation

Increased willingness to take mitigation

action

Heavy penaltiesBorder controlEducation

Increased willingness to take preventive action

Increased stakeholder willingness to participate in

partnershipsPartnership/cooperationCare for your countryEconomic benefit

Increased base level tolerance / support for

effective incursions mitigation

Increased willingness to take mitigation action

Health and economic repercussionsFuture generationsCare for your countryPartnership

Actions/ Messages

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Revolution? No Evolution!

26Increased NZ public understanding of biosecurity

Increased awareness ofWhat not to bring and what

To declare

Increased awareness ofPersonal action needed for

Effective mitigation

Increased awareness ofNeed for mitigation and

management

IncreasedSupport by

Individuals forBorder

Regulation thatPersonally

Affects them

Increased Local supportFor specificMitigationactivities

IncreasedNational

Support forSpecific

Mitigationactivities

Increased awareness of what to look for and how to respond if a person sees something suspicious

Increased appropriatePreventivebehavior

Increased willingnessTo take preventive

action

Increased willingnessTo take mitigation

action

Increased stakeholderWillingness to

participate

Increased appropriateMitigationbehaviour

Increased appropriateStakeholder

activity

Pests within New Zealand are managedHarmful and potentially harmful organisms do not cross

New Zealand’s borders

Improved Biosecurity

Well supportedMitigation activities

Increased awareness ofNeed for strong borders

IncreasedSupport for

StrongBorder

regulation

Biosecurity Logic Model

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The next step…(Implemented Logic)

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Implemented Logic

• Informed by:– Empirical evidence attributed to programme– Expert opinion– Tailored research

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Role of Research

• In-depth understanding – attitudes, motivations, behaviour

• Segmentation to manage priority audiences and direct resources

• Direct communication

• Measure on-going performance of programme

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• Personal importance of biosecurity (e.g. 31% very important)

• Importance of biosecurity to New Zealand

• Knowledge of key actions to enhance New Zealand biosecurity

• Increased appropriate preventive behaviour (from a range of actions)

• Increased support for strong border regulation (from a range of actions

Increased awareness ofWhat not to bring and what

To declare

IncreasedSupport by

Individuals forBorder

Regulation thatPersonally

Affects them

Increased appropriatePreventivebehavior

Increased willingnessTo take preventive

action

Harmful and potentially harmful organisms do not crossNew Zealand’s borders

Increased awareness ofNeed for strong borders

IncreasedSupport for

StrongBorder

regulationIncreased awareness of what to look for and how to respond if a

person sees something suspicious

Measures: Prevention

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• Support of increased national mitigation action (e.g. 29% strong support)

• Willingness to accept localised mitigation activities

• Awareness of personal responsibility

• Willingness to take specific mitigation activities (specific actions)

Increased awareness ofPersonal action needed for

Effective mitigation

Increased awareness ofNeed for mitigation and

management

Increased Local supportFor specificMitigationactivities

IncreasedNational

Support forSpecific

Mitigationactivities

Increased willingnessTo take mitigation

action

Increased appropriateMitigationbehaviour

Pests within New Zealand are managed

Well supportedMitigation activities

Increased awareness of what to look for and how to respond if a person sees something suspicious

Measures: Mitigation

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Increased NZ public understanding of biosecurity

Increased awareness ofWhat not to bring and what

To declare

Increased awareness ofPersonal action needed for

Effective mitigation

Increased awareness ofNeed for mitigation and

management

Increased awareness ofNeed for strong borders

Develop AWARENESS ofBiosecurity as a consumerconcern

GOAL:Create reasons for actionand desire to get involved

Personal Relevance

Programme Launch

Source: Social Change Media http://media.socialchange.net.au/strategy/

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Action PlanProvide actions that people can take to support biosecurity outcomes –

DESIRE, SKILLS, OPTIMISM and FACILITATION

PRE-BORDER: Appropriate preventive behaviour

BORDER: Preventive behaviour and compliance with regulations

POST-BORDER: Take individual action to support biosecurity campaigns and take action in mitigation activities

IncreasedSupport by

Individuals forBorder

Regulation thatPersonally

Affects them

Increased Local supportFor specificMitigationactivities

IncreasedNational

Support forSpecific

Mitigationactivities

Increased awareness of what to look for and how to respond if a person sees something suspicious

Increased appropriatePreventivebehavior

Increased willingnessTo take preventive

action

Increased willingnessTo take mitigation

action

Increased stakeholderWillingness to

participate

Increased appropriateMitigationbehaviour

Increased appropriateStakeholder

activityWell supported

Mitigation activities

IncreasedSupport for

StrongBorder

regulation

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Only time will tell….(Iterative Process)

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Working it Out… Again

• Iterative process

• Planned Logic Model

• Informed Logic Model

• Implemented Logic Model

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We can work it out…(Model in Practice)

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- Underspecified/ risks- Diverse sectors

- Hard to measure- Cost to measure

Model developed from existing: - Knowledge - Research - Expert opinion

Model tested by: - Existing research - Expert opinion

Research - Ideas generation -Test model

Model informed by: - Empirical data - Expert opinion

Research-Deep understanding-Potent communication-Prioritise-Measure

Model Development

Model Refinement

Model Implementation

Enhanced: - Outcomes- Stakeholder consultation- Planning/ decision making- Implementation

Assists in:- Communication- Reporting- Measurement- Indicator development- Evaluation- Priority setting

Impacts for Social

Marketing

Planned Logic Implemented LogicInformed Logic

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