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Social Marketing in Action
Thursday, June 17th, 2010/ Stobart Stadium, Widnes
ChaMPs Social Marketing in Action
Martin McEwan
Director of Communications & Engagement
Importance of social marketing
—
Targeting
—
Understanding and articulating the audiences
—
Doing what works is ultimately more efficient
—
Measurement & evaluation critical (case studies today)
QIPP
—
Social marketing has a key role in “Prevention”
—
…as well as Innovation
—
It can also contribute greatly to the general drive for efficiencies (eg
Choose Well)
QIPP
—
Social marketing has a key role in “Prevention”
—
…as well as Innovation
—
It can also contribute greatly to the general drive for efficiencies (eg
Choose Well)
Sharing what’s already out there
—
In Cheshire & Merseyside
—
In NW
—
Across England
—
Brand audit across PCTs
—
75+ projects/campaigns
—
Next steps?
Planning to share
—
Understanding and articulating the audiences will facilitate sharing/roll-out
—
Design this into projects
—
Joint commissioning process?
10
11
12
13
14
15
16
17
18
19
20
Background
Social marketing campaign to achieve additional 5000 quitters from the more disadvantaged areas in Wirral
Overall aim is to reduce smoking prevalence in targeted neighbourhoods:
—
Areas of deprivation
—
Routine and manual workers
—
Unemployed
Smoking Prevalence Survey November 2009
Number of residents surveyed from 20% most deprived
3407
Overall smoking prevalence 34.7%
Daily smokers 32.4%
Average number of years smoking 23.9
Routine and manual workers 38.3%
Black Minority Ethnic (BME) 29.4%
How Smokers Quit
0
10
20
30
40
50
60
Methods of quit attempts lasting more than four weeks
GP or nurseSSSPharmacyWithout support
Based on a sample of 3385 Wirral residents surveyed November 2009.
Drop kids at school, go to work
Tend to stay in or maybe visit family
member or friend in doors Home to feed and put kids to bed
work
Sleep
Up early and out
A day in their life – Unemployed
Start of day fluid –
TV on as soon as they get up and stays on all day
Pottering around the house, occupied with the kids
Down to the local shops for bits and pieces
No set meal times –
no real structure to punctuate the day
Kids in house all day or playing on the street
Going round to friends or family or having them round
Weekends no real
difference
No time to engage with services quitting smoking is not a high priority
Most smokers will attempt quitting on their own
Innovative ways must be found to bring services to the home
they want to design their own service to suit them as an individual –
not as a smoker only
Internet is an excellent way to engage with people who do not venture far from home
Text and phone support is more convenient than travelling to get a service
Personal media such as door to door or media that allows us to get “in-home” without being intrusive (online) appear to have a key role
Mobile Support
Incentives
•Incentives aim to drive clients to a campaign•Can prompt registration and support ongoing quit•All 4 week quitters enter a monthly draw (up to £100)•Quarterly larger prize draws (up to £500)•Incentive scheme delivered in partnership with ASDA
Website
Facebook -Highlights
Facebook - Clients
Telephone, text and e-mail support
Receive reactive calls
Offer support, advice and referral to appropriate services including:—
NRT by post—
e-mail support—
text support—
Phone support—
Intensive support
Conduct outbound telephone calls, e-mails and texts to establish 4-week smoking status for people signed up to the campaign
Be available between 9am and 9pm, 7 days a week
Provide an incoming text service which would trigger a callback
to register the client
Enter clients registering with the campaign onto the web-based data system
BME Community Champions
Jointly commissioned by Public Health and Wirral DAAT to engage with the local BME population around the issues of smoking, drugs and alcohol
Male worker for the Asian and Arabic community
Female worker for the Asian and Arabic community
Polish worker
Chinese worker
Awareness Channels
Leaflets
485
Newspaper
32
Not Stated
217
Phone 9
Radio
8
Trailer
848
Website
34
Word of Mouth 154
Results
Number engaged 1763 (802 M, 961F)
% from areas of deprivation 61%
Smokefree 228
Not Smokefree 426
Unknown 1109
Visits to website 2017
Page views 26,680
Winners
“This lad is 10 weeks smoke free, thanks for your support, don’t think I could of done it without you xx”
“Yes I am still smoke free and feeling much better for it…last week in kickboxing I was able to last for 5 rounds without coughing and wheezing or feeling like my heart was exploding in my chest…woohoo!!Thanks for all the support”
“Hi just to let you know that I haven't had a cigarette for two months this week. So proud of myself feel loads better , more money in my purse at the end of every week !!! Also recently purchased a bike and
I am enjoying getting out
and about on it which I couldn't do before ,and haven't used inhalers for
6 weeks ,I was using them 3
times a day before giving up!! how good is that!!! just needed a push and a bit of support”
“Thank you for your support I have been 5 weeks now without
ciggs and feel great for it and my dogs love the extra exercise so I
must say again thank you all.With respect”
Lessons Learnt
Too much, too quick
Do it in stages
Get your data system right first
Plan for long commissioning processes
Look for possible interruptions to campaign –
e.g
Purdah
period
Make sure you do not limit yourself in your choice of partner
Ensure SSS’s are part of the initial design
Plan to dovetail with current service provision as a bolt on ‘quit express’
service
Smokefree Wirral Programme Leads
Kim Ozano –
Senior Health Improvement advisor
(Commissioning)
Mike Donnelly –
Smoking Programme Manager
(Provider)
Carol Corvers -
Stop Smoking Service manager
(Provider)
Increasing attendance at retinal eye screenings for people with diabetes.Phil Morris, Head of Marketing
Anne Pennington, Insight Analyst
17 June 2010
Retinal Eye Screening.
“We need another leaflet…and some adverts”
A step back.
What’s the problem?
What do people think of the service?
Contact strategy.
A North Mersey approach
What’s everyone else doing?
Sharing capacity –
how?
Low cost and value for money.
Methodology.
North Mersey Diabetes Action Group meeting in February 2010.
Telephone interviews with 100 people with diabetes across the patch.
Three focus groups recruited from lists.— regular attendees.— consistent non-attendees.— mixture of both.
Issues.
Mailing lists
—
Database issues—
Cross PCT work—
Slippage against original deadlines
Methodology
—
Action group separated from everyone else
Clinical Governance
—
None! Accepted as an audit
Early insight.
Knew the problem, not the name.
Confusion with Optician’s ‘eye tests’.
Non attendees want a reminder.
Self care is important.
Value any contact with health professional.
What next?
Develop service(s) short and long term with commissioners.
CRM -
Shape a contact strategy
Share the insight and output.
Thank you
and goodnight.
57
Mike HopeNW Development & Support Manager
58
Developing capacity & skills in behavioural interventions and social marketing
NSM Centre work programme
20082006National Social Marketing Centre
2004
59
NSMC website•
ShowCase
database
•
NSMC e-bulletin•
Toolbox
Practical guides•
Guide to procuring social marketing services
•
Big Pocket Guide•
Benchmark criteria
Reports•
Social marketing ethics
•
Review of social marketing within public health regional settings
NSMC online planning guide
61
The first collection of fully- researched case studies to
show that social marketing works!
62
63
BSI study –
key finding: development of a PAS (publicly availablespecification) –
principles
of developing a social marketing programme
Work across government –NAO, COI, OGC
Highlighting best practice –Centre of Excellence
63
64
Develop a tool for use within the NHS to calculate the value of behavioural change projects
To standardise what costs should be included and what impacts should be evaluated
To be delivered with NICE, LSE and other organisations –
monitored by an advisory committee
To be launched March 2011
65
To be the centre of excellence for social marketing
To be the strategic adviser to government and national organisations
To establish and maintain standards within social marketing
66
The NSMC’s
proposed strategic aims?
Is there a need for a national body like the NSMC?
Social marketing or behaviour change –
what
language should we use?
67
Please contact Claire Pickett on 020 7799 1952 for future enquiries
Drink a little less. See a better you.A Cheshire & Merseyside social marketing campaign targeting men and alcohol use
Tracey Lambert, Social Marketing & Communications Manager
Alcohol in Cheshire & Merseyside
Most areas in Cheshire & Merseyside are well above the England average for alcohol harm
Cheshire & Merseyside hospitals admit 8,000 men per year with conditions linked to alcohol
NI 39 –
PCT target to reduce hospital admissions relating to alcohol
Higher numbers of men rather than women presenting at hospital with alcohol related conditions
Men less likely to visit their GP
Social Outcome
To create, develop and deliver a social marketing programme that will reduce alcohol harm amongst the target audience.
Target Audience
Men aged 35 –
55 years old
Routine and manual workers –
Ties of community Mosaic segment
Mostly drinking beer in pubs and social clubs
High numbers drinking to hazardous levels across Cheshire & Merseyside
Majority at pre-contemplation stage
Preventative campaign required to support local work of PCT’s
Source: Prochaska and DiClemente
* Source: NWPHO
Research – 3 stages
NWPHO segmentation report –
profiling hazardous and harmful drinkers across Cheshire & Merseyside
Insight work by Corporate Culture with target audience, men, 35 – 55, pub drinkers, drinking beer to hazardous and harmful levels
Further research was conducted with the pub industry, landlords and the target audience to inform the intervention and creative development.
What did we find out?
Key Motivators
Need to belong to their community
What others do (social norm)
Benefits to me (stress relief, escape, reward)
Pub is an important support mechanism
The campaign
Piloted initially with Robinsons brewery in Macclesfield
Health checks in pubs plus a “wind down”
promotion (swap a drink at the end of the night) from Monday to Thursday
Awareness raising through washroom media and promotional posters
in pubs
CRM programme -
data collection through the competition, follow up contact by e-
mail and text
Free branded mug following health check
Staff incentives for promoting “wind down”
–
high street vouchers
Professional and publican tool kits developed
Pub activities and events to increase footfall –
quizzes, sports, drinks tastings
Industry support essential
Partnership approach key to local implementation
Supported by the media including local radio
Strapline
Washroom media
Mirror creative was the strongest concept “It’s like taking a look at yourself –
literally!”
Promotional Poster – Health Check
Blood pressure, cholesterol, blood sugar, height and weight, lifestyle advice –
physical
check vehicle to talk to men about alcohol
Promotional Poster – Wind down
Swap alcoholic drink for a low alcohol or soft drink and enter the competition –
behaviour change
Next steps
Using evaluation and feedback from local implementation groups refine intervention for Phase 2
New areas to get onboard
Help existing areas sustain activity
Developing tool kits and training for sustainability
Develop multi-agency approach to delivery
New industry partnerships to be developed plus explore collaboration with low alcohol beer manufacturer –
provide greater
choice
Thank you
Drink a little less, see a better you
Evaluation of Phase 1Miranda Thurston
Centre for Public Health Research
Evaluation methodology
Case studies of 5 pubs in real time
Primarily qualitative (some quantitative outcomes)
—
observations
—
semi-structured interviews with bar managers
—
structured questionnaire pre-campaign and post campaign to men in the target group
—
structured questionnaire pre-campaign to those outside the target group
—
analysis of data from health checks, prize draw, text messages
—
analysis of pub sales data before and after the intervention
Case study pubs
Pubs Postcode PCT area (partner)
The Caradoc L21 9NZ Sefton
The Coffee House L15 6TF Liverpool PCT (Trading Standards)
The Hare and Hounds L35 1QJ Knowsley
The Horseshoe CW1 4NL Central and Eastern Cheshire
The Mons L20 9NZ Sefton
Data collected
27 pre-campaign questionnaires with men in the target group
21 pre-campaign questionnaires with people outside the target group
13 follow-up interviews with those in the target group
12 observation visits: 7 pre-campaign and 5 during the campaign
5 semi-structured interviews with bar managers
Analysis of health check data
Collation of data on prize draw entry and text messages sent
‘Getting in’: the pub as a gateway
‘At first I was a bit … because we were a pub and they were asking people not to drink. That was my first impression, but when they did explain that that was not what they were here for then I did think we could have a go.’
Health checks
Pub Number of health check
appointments
Number of health checks delivered
Uptake(%)
Caradoc 28 15 54
Coffee House 28 20 71
Hare and Hounds 7 6 86
Horseshoe 14 12 86
Mons 14 1 7
Total 91 54 59
0
5
10
15
20
19‐25 26‐34 35‐45 46‐55 56‐65 66+
Num
ber
Male
Female
Who had a health check: age and sex
Who had a health check: health risks
65% (35) were overweight/obese/very obese
48% (16) had ‘poor’
body composition
59% (32) had a reported weekly alcohol consumption that exceeded the recommended units
•
8 (15%) had systolic BP ≥
160 or diastolic ≥
100
• 46% (22) were smokers
Health checks: a good idea because …
Accessing those who tend not to go to the doctors
Detecting unmet needs
Giving health advice on basis of own results
Raising awareness of own health
Spreading awareness in the wider pub
I thought it was a good idea myself, personally. It was very unusual to have it in a pub but I
thought it was a good idea, especially when you’ve got lads that are finishing work and
they’re not going to go to the doctors anyway. If the opportunity is there to have that health
check then yeah, it’s a good idea.
There was one guy, his blood pressure was through the roof and he didn’t feel ill. He said,
“I’m glad I’ve had that done; I’d have never just gone and had my blood pressure checked
because I feel OK” … so there’s been a few surprises.
After [the health check], I made a query asking about my LDL
cholesterol having to be higher. I thought cholesterol was cholesterol but he explained about good and bad and the low density coming
from fish, seafoods and that kind of thing, so I am eating more fish.
I think it made people more aware, because the people who I did see go to the health check and come back, they were talking in their
groups regarding the health check. So, I think it brought that
awareness.
… one was saying he went to the doctors for his
cholesterol afterwards and ended up getting a diet
sheet off him.
Wind Down: theory and practice
‘… it’s a good idea … it does what it says on the tin ... it winds you down.’
Entries to the prize draw
Pub Number of postcard entriesCaradoc 9Coffee House 32Hare and Hounds 10Horseshoe 19Mons 0Total 70
Evidencing change: drinking a little less
Yeah, because I used to drink all the time but now I will go in and have soft drinks
when it suits. I start on soft drinks, have a couple of pints and finish on soft drinks
Creatives
‘I think the message was loud and clear and I think the way they did it as “see a better you”, and they added a bit of fun to it rather than just a preaching notice … it was a bit of humour. I think how they’ve looked at it has been quite realistic in that they’re not dictating, not preaching, keeping the humour … I think it was well thought out.’
Differential impact of the initiative
‘I drink in here almost every day and my facts and figures came out almost spot on so what do I think? I’m going to stay as I am, I’m not going to drink less.’
Customers are different
There for the duration …
chew on a pint all evening
Pop in from work on the way home and leave after a couple of hours
Come for a couple of pints for the last hour
Awareness about drinking and health quite high
Often at contemplation stage
Conclusions: what worked?
The pub
—
as a gateway
—
as a valued informal social setting
Bar managers: credible facilitators –
insider status
Creatives: subliminal messages
The health check
—
duration of appointment
—
informal, relaxed, supportive interaction
—
relative privacy
—
immediacy of results
—
personalised advice
Developments
Bar manager –
key part of the process
Maximise the impact of the health check (minimal intervention)
Developments
Prime the audience by promoting the initiative through the creatives
in advance of the intervention.
Maximise the impact of the creatives
by considering their placement and size within the pub setting.
Support sustainability of changes through an ongoing relationship with pubs, perhaps through the continued placing of
creatives
and other materials in the pub.
All today’s presentations will be available on the ChaMPs
website www.champs-for-health.net
Next CPD –
Date and title
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