Social Marketing: Delivering change for the better Presented by Professor Sharyn Rundle-Thiele

Education Health Promotion policy exists but the focus of these documents are centred on counselling and rehabilitation of those who reach overweight/obese status, with these services to be administered through medical officers and trained health personnel [2-4]. Nutrition guidance can be found in the Defence Catering Manual, and in a variety of other sources across the DEFWEB. Nutrition information and education is often distributed and conducted through physical training instructors (PTIs) in the course of their instruction.

Effectiveness of education? A meta-analysis assessing 48 studies conducted by Snyder et al. (2004) concludes education campaigns have tangible effects changing behaviour of 8% of the population in the anticipated direction

So where are the other 92%?

Law Health Promotion policy exists but the focus of these documents are centred on counselling and rehabilitation of those who reach overweight/obese status, with these services to be administered through medical officers and trained health personnel [2-4]. Nutrition guidance can be found in the Defence Catering Manual, and in a variety of other sources across the DEFWEB. Nutrition information and education is often distributed and conducted through physical training instructors (PTIs) in the course of their instruction.

Show me, help me, make me Credit to Nancy Lee

The behaviour change trinity Law Education Social Marketing

MARKETING IS EFFECTIVE

Commercial Marketing Marketing is often criticized for promoting needless consumption Have you or your partner ever bought: Something you didn’t need? Shoes you wore once? Golf club that would make you hit better? Latest mobile phone?

Let’s take a look at the effectiveness of marketing

SOCIAL MARKETING

TIME TO GET SOCIAL

Social marketing benchmark criteria Is strategic Focuses on behaviour Theory Consumer focused Creates value (exchange) Uses segmentation Looks at the competition Applies marketing tools Access PDF here: http://thensmc.com/sites/default/files/benchmark-criteria-090910.pdf

EXCHANGE

Imagine a world where coke only communicates

And they had nothing to sell Santa – 1931 Coke Hilltop – It’s the Real Thing - 1971

But that is not how they play the game

Coke is available everywhere

The commercial value exchange 1) Understand The commercial value exchange Commercial marketer Profit ROI Sales Customer gains Taste Convenience Cold Refreshing

More benchmark criteria = more effectiveness

Social marketing’s effectiveness Subset Number of studies SMBC Used Positive change (not always behaviour) Studies utilising a marketing mix 16 5 100% Communications only campaigns 18 3 67%

More scorecards are available

CASE 1: SAY YEAH NAH

Say Yeah Nah (NZ) Peer pressure contributes to binge drinking Social permission needed to say no to alcohol Gives a verbal shorthand people can use to refuse a drink or say no to another drink Integrated Marketing Campaign launched in 2013

Say Yeah Nah (NZ)

Say Yeah Nah (NZ) AdMedia ad of the month 24% increase in calls to alcohol help lines 25% of high risk drinkers and 30% of medium risk drinkers said the campaign had helped or encouraged them to start drinking less – an increase of 18% and 5% respectively from 2013. IMC campaign : Posters, TV and billboards Cost $NZ 1.2 million Campaign extended to offer branded water

CASE 2: GIVE ME 5

Give me 5

Give me 5 - outcomes Average 100 minutes of exercise per week Paid $25.00 39% participation in 25 sessions 43% would sign on for a second program

A typical education approach: inform

A typical commercial marketing approach http://www.youtube.com/watch?v=_zIFG2wxp9I&feature=related

Social Marketing4Change.com Free Online Course

Professor Sharyn Rundle-Thiele Griffith Business School Department of Marketing Business 1 (N63), Room 1.16B Nathan campus, Griffith University, 170 Kessels Road, Nathan QLD 4111, Australia Phone: +61 7 3735 6446 Fax: +61 7 3735 7126 Email: s.rundle-thiele@griffith.edu.au Griffith Business School seeks to excel as a provider of high quality, cross-disciplinary and internationally relevant business and public policy education and research, emphasising the relationship between business and society in promoting sustainable enterprises and communities.