Media Campaigns, Social

Marketing, and Social Norms

Campaigns: What is the Difference?

Center for the Application of Prevention Technologies

West Resource Team

Anne Rogers, M.Ed., CHES

CAPT Associate

This training was developed under the Substance Abuse and Mental Health Services Administration’s

Center for the Application of Prevention Technologies contract. Reference #

HHSS277200800004C.

The views, opinions, and content of this presentation are those of the author and do not necessarily reflect

the views, opinions, or policies of SAMHSA or the U.S. Department of Health and Human Services

For training use only.

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CAPT Approach to Webinars

• Audience engagement throughout

• Use of interactive techniques, including

chat boxes, polls, “hand raising”, white

boards, and small break-out groups

• Opportunities for information

dissemination, application of concepts,

and skills building

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Primary Audience

• Community-level Strategic Prevention

Framework State Incentive Grantees,

Partnership for Success II Grantees, and

Block Grant prevention workers from

across the nation.

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Introduction to Connect Pro

5

Communication Methods:

1. Typing:

– Type question in chat

window

– Press enter or press the

thought bubble

– Everyone will see the

question

Introduction to Connect Pro

6

2. Raising your hand in response to a question

• Raise and lower your hand by clicking

on the icon

3. Polling during the webinar

Housekeeping

• Online Feedback Forms

– We will send a surveymonkey.com link in a

follow-up email

• Presentation Materials

– We will make available for download all

presentation slides and supporting materials

– Participants who attend the entire webinar will

receive a certificate for 1.5 continuing

education hours

Learning Objectives

By the end of this webinar, participants

will be able to:

1. Identify how media campaigns, social

marketing, and a social norms campaigns

differ from one another

2. Explain how media strategies can be used

as part of a comprehensive prevention plan

Learning Objectives (continued)

3. List strategies for developing media messages

that effectively target audience needs and

produce desired behavior changes

4. Name important elements to include when

evaluating media campaigns, social marketing,

and social norms campaigns

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Polling

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Facilitator 11

Anne has worked in the field of

prevention and health promotion for

25 years, currently in the position of

data and research manager for the

Maine Office of Substance Abuse

and Mental Health Services. She

also provides substance abuse

prevention services for the CAPT’s

Northeast Resource Team.

Anne Rogers, M.Ed., C.H.E.S.

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Defining Media/Communication

Strategies

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Media Campaigns

• A campaign is an attempt to inform,

persuade, or motivate behavior change in

a large audience.

• A media campaign uses media (e.g., TV,

radio, Internet, newspapers) to deliver a

message.

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Social Marketing1

• The application of commercial marketing

technologies to the analysis, planning,

execution, and evaluation of programs

designed to influence the voluntary

behaviors of target audiences in order to

improve their personal welfare and that of

their society.

Social Marketing (continued)

• Built on marketing industry principles

• Uses the 4 P’s: • Product

• Price

• Place

• Promotion

• More extensive audience segmentation

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Social Norms2

• Rules developed by a group of people that

specify how people must, should, may,

should not, and must not behave in

various situations.

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Social Norms Marketing Campaigns3

• Use marketing techniques to change

misperceptions regarding audience

behavior and ultimately change behavior

by communicating accurate group norms

of the specified audiences.

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Social Marketing vs. Social Media

Social Marketing

• Multiple steps

• Planning

• Uses multiple tactics

for message delivery

• Over 3 decades old

Social Media

• A tactic, venue

• Tool

• Technology

• Only about a decade

old

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Social Media Social Marketing

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Chat

• What questions or

additional insights do you

have to add to these

definitions?

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Sample Logic Model: Identifying Issues

Students don’t think binge

drinking is harmful;

High access on campus and near

campus

X% of college students binge

drink

Campus allows alcohol sale and advertisement at

games

Local fraternities encourage binge drinking

at frat parties

University staff not aware of the extent of the

problem

Community Conditions Community Risk

Factors

Community

Consumption

Pattern

Synergistic Effects

Enforcement Strategies

*Establish campus party patrols

*Train all alcohol servers in town to request identification

*Establish anonymous phone line/email for reporting illegal serving, DUI, etc.

Norms

Communication/Educ.:

*Change views of individuals re: behavior

*Create awareness and momentum to change policy

*Change both the individual and the environment

Policy Change

*Establish drug-free campus policy

*Create climate to support enforcement of policy

*Require all alcohol servers to complete Responsible Beverage Service training each year

Targeting Your Audience 25

Planning Marketing Campaigns

• Developing your message(s)

• Choosing a theory of change

• Planning the evaluation

• Pre-testing messages

• Building capacity to support planning activities

Planning: Message

Identifying a Message

• Selecting a Campaign

– Adapting an existing campaign or

developing your own

– Selecting appropriate and affordable

channels

Message: New or Used…

Planning (continued)

• Piloting and pre-testing alternate and

culturally appropriate versions of your

message with each market segment

• Planning implementation

• Developing monitoring and evaluation

plans

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Considering Your Audience

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• Age

• Gender

• Media habits

• Reading level

• Cultural affiliation(s)

Which Method Will Have the Greatest

Impact on Your Audience?

Positive

Negative

Normative

Educational

Relevant

Humorous

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Chat

• Who is the target?

• What is being sold?

• What are the benefits of

the behavior?

• What are the barriers to

changing the behavior?

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Examples of Campaign Materials 34

https://www.drugfreeactionalliance.org/

When to Consider Pre-Testing4

• Concept Development

• Planning

• Draft Review

• Comparison

• Final Development

Pre-Testing Pitfalls

• Testing too late to make changes

• Use of an untrained moderator or interviewer

• Testing the message with too limited an audience

or the wrong audience

• Using the wrong questions or misinterpreting

group responses

• Not recognizing suggestions that are contradicts

prevention best practice

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6

www. maine.gov/partysmarter

Coaster 38

www. maine.gov/partysmarter

Coasters 39

www. maine.gov/partysmarter

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Chat

• Who is the target?

• What is being sold?

• What are the benefits of

the behavior?

• What are the barriers to

changing the behavior?

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Process Evaluation

• Documents whether project activities are

implemented as planned

• For example:

– hours of research conducted to develop the

social marketing campaign

– number of planning sessions

– number of ads

– measures of program fidelity (i.e., faithfulness

to the planning and implementation process)

Outcome Evaluation

• Short-term outcomes are related to

changes in risk factors or intervening

variables

• Long-term outcomes are changes in

behavior related to the priority

consequence or consumption patterns

Above the Influence – Evaluation5

• Surveyed youth monthly

during the campaign on

awareness, attitudes,

intention to use

• Four independent studies

show effectiveness of

campaign to reduce

initiation of marijuana use

in youth

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http://www.whitehouse.gov/ondcp/campaign-effectiveness-and-rigor

What to Measure

• Community attitudes, norms, traditions,

policies, behaviors

• Can also be helpful to think about

evaluation of a social marketing

campaign in terms of the 4 Ps:

– Product

– Price

– Place

– Promotion

Measuring Reach and Exposure

• Reach – Number of individuals exposed to a message

• Exposure/Frequency – Number of times exposed to the message

• Gross Impressions – Measures rate of exposure in your target

population

– Gross impression = number of people exposed x frequency, divided by number people in target population(s)

Summary 48

Chat

• What further information,

training or technical

assistance would you

like related to this topic?

49

Housekeeping

• Online Feedback Forms

– We will send a surveymonkey.com link in a

follow-up email

• Presentation Materials

– We will make available for download all

presentation slides and supporting materials

– Participants who attend the entire webinar will

receive a certificate for 1.5 continuing

education hours

Questions or comments?

Michelle Frye-Spray

Associate Coordinator

CAPT West Resource Team

(775) 682-8535

mfryespray@casat.org

References

1. Andreasen, A.R. (1995). Marketing Social Change: Changing Behavior to Promote Health, Social

Development, and the Environment. San Francisco: Jossey-Bass.

2. Social Norms. (n.d). (2011). In Sociology guide: a students guide to sociology. Retrieved 4/24/2013 from

http://www.sociologyguide.com/basic-concepts/Social-Norms.php

3. Prevention First. (2011). Communication campaigns professional development resource guide: Social Norms

Marketing. Illinois Retrieved 4/1/13 from

http://www.prevention.org/communication_campaigns_resource_guide/communication%20campaigns%20resource

%20guide_opf_files/websearch/page0008.html

4. American Medical Cancer Research Center and the Centers for Disease Control and Prevention. (1993). Beyond

the brochure: Alternative approaches to effective health communication [Brochure]. Denver, CO: Available:

http://www.cdc.gov/cancer/nbccedp/pdf/amcbeyon.pdf

5. Office of National Drug Control Policy. (2011) Campaign Effectiveness. Retrieved from

http://www.whitehouse.gov/ondcp/campaign-effectiveness-and-rigor

6. State of Maine, Department of Health and Human Services, Office of Substance Abuse and Mental Health Services.

(2009). Party smarter: a social marketing campaign. [Campaign materials]. Retrieved from

http://www.maine.gov/dhhs/samhs/osa/prevention/partysmarter/campaignmaterials.htm

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