Title
Author names1
Author 1 Position title
Organisation
Email
Phone
Author 2 Position title
Organisation
Email
Phone
1
Author bios (120 words each) as footnotes
Project Overview
One paragraph summarising the project including timeframe.
Background and policy context
One paragraph summarising the key problem and any policy issues/constraints
Case-study Benchmark Criteria
We use French and Blair-Stevens 2006 8 Benchmark criteria
Behavioural Goals
"Aims to change people’s actual behaviour: identifies baselines and sets clear behavioural
goals, which, where possible, are measurable and time-bound."
While some goals may be about awareness and knowledge creation, at least one must be
about the behaviour target e.g. decrease water use by 10%
Customer orientation
"Puts the customer at the centre, seeking to fully understand the target audience and the
presenting issue by using a mix of quantitative and qualitative research."
State how the program was being driven by customer needs rather than organisational needs.
Insight
"Uses research to identify ‘actionable insights’ - key pieces of understanding that will
underpin programme development."
The key findings of formative research that developed the campaign/program strategies must
be stated here e.g.young women are reluctant to say ‘no’ to their friends when offered a drink
Segmentation
"Avoids a ‘one size fits all’ approach: identifies audience ‘segments’, which have common
characteristics, then tailors interventions appropriately."
The target market of the campaign must be stated and profiled
Exchange
"Considers both the benefits and the costs of adopting a new behaviour; aims to maximise the
benefits and minimise the costs to create an attractive exchange."
State the benefits of the desired behaviour and the costs of the behaviour. What needs to be
done to tilt the scales in favour of the benefits?
Competition
"Seeks to understand what competes for the audience’s time, attention, and inclination to
change, and to work with or learn from the competition."
Who/what is the competition for the behaviour? Consider organisations as well as other
consumer behaviours.
Theory
"Uses behavioural theories to understand human behaviour, and to build programmes around
this understanding."
State the theory that was used to design the strategy and explain how it was used. E.g. The
Health Belief Model was used to inform and guide development of the campaign (Hochbaum,
1958). The model rests on the theory that personal belief influences health behaviour. It also
suggests that a person’s willingness to change their behaviour is based on perceived
susceptibility, perceived benefits, perceived barriers, perceived seriousness, cues to action,
self-efficacy and any personal factors that may affect whether the new behaviour is adopted.
The campaign was designed to increase consumer’s belief that they could take control of their
sexual behaviour.
Marketing Mix
"Uses a mix of methods to prompt and facilitate behaviour change, including education,
support, control and design techniques. Does not rely solely on raising awareness."
State the method mix – e..g Product, Price, Place, Promotion. Please note that cases that only
include awareness or media/communication content will not be accepted.
Partnerships (if relevant)
Evaluation and results
For each of the behavioural goals earlier in the paper, state the outcomes.
Lessons Learned
References