Irish Social Ma rketing Conference
Galway
15 April 2011
What’s Your Puzzle?
A Meta-Analytic Review of
Health Communication Campaigns
 92 studies to increase adults’ fruit & vegetable and dietary
fat consumption
 24 HIV prevention campaigns
 72 youth substance abuse preventi on media campaigns
 12 in-school nutrition education programs
 44 campaigns to increase adult fruit & vegetable
consumption
 58 family planning and reproductive health campaigns
 48 health communication campaigns (diverse topi c areas)
 71 nutrition campaigns
Source: Snyder, LB (2007). Health communication campaigns and their
impact on behavior. J Nutr Educ Behav 39 S-32 – S-40.
How Effective are Health
Communication Campaigns?
5%
The Scope for Today
 Shift from individuals to networks and
communities
 Social marketing for broad impact
 Social media and mobile technologies to
enable community change
Social Networks Frame the
Opportunities and Constraints for
Change
We act in ways that are consistent with how
 we think about ourselves
 people we respect and trust want us to
 people we aspire to be like behave
 people we associate with behave
We are social beings who
 look for validation
 share experiences with others
 act at our best and worse with others
NETWORK MODEL OF INFLUENCE
Source: Watts, DJ, Dodds, PS. (2007). Influentials, networks and public opinion
formation. Journal of Consumer Research; 34.
What is Social Marketing?
 Focused on people, their wants and needs, aspirations,
lifestyle, dignity of choice
 Aggregated behavior change – priority segments of the
population, not individuals, are the focus of programs
 Designing behaviors that fit their reality (compatibility)
 Rebalancing incentives and costs for maintaining or
changing behaviors (relative advantage and risk)
 Creating opportunities and access to try, practice and
sustain behaviors (trialability)
 Promoting (communicating) these behaviors, incentives
and opportunities to priority groups (communicability)
The Social Marketing Idea
Desired Behavior
•Determinants
•Context
•Consequences
The Marketing Mix
BPS
•design and features
Price
•incentives and costs
Place
•access and opportunities
Promotion
•communications and
experience
The Audience BENEFIT
ESSENCE: Behaviors,
Products & Services
[BPS]
•Brand
•Relevance
•Positioning
Source: Lefebvre, RC. An
integrating theory of social
marketing. Journ al of Social
Marketing, 2011.
New Technologies Expand The
Scope and Capacity for Learning
“The most frequently cited benefit of the internet was in
helping people tap into [their] social netw orks” –
Susannah Fox.
What Does Social Media Do?
 Becomes a collaborative





platform
Harnesses collective
intelligence
Enables everyone to be a
content creator
Provides greater access to
knowledge and
information resources
Encourages media
multiplexity
Expands andmanages
social networks
Change the World You Live In
• Enhance existing linkages
• Develop new linkages
• Enable indigenous helpers
• Create new networks
• Empower existing ones
• Weave together networks
• Engage communities in new
ways
Mobile is a Philosophy
 Life simplifiers
 Life navigators
 Life enablers
A Moore. The glittering allure of the mobile society. November 2008.
Equality Emerging
Communication Choices
Engage and Participate
or
Transmit
Advocate
or
Preach
Inform and Collaborate
or
Command and Control
Informal and
Conve rsational
or
Formal and Instructive
Build C ommunity
or
Te ll Your Audience
21
In designing interventions that will effectively lead
to behavior change, we have to ask ourselves:
1)Do we harness the ability to educate people about issues
and problems tha t are relevant to them (no t us);
2) Is wha t we do engaging them in positive and meaningful
ways;
3) Is there an en tertainment value to our offerings;
4) Do people believe and feel empowered as a result of
their experiences with our programs (produc ts and
services); and
5) Do we take advantage of every opportunity to let our
customers and clients become our evangelists?
R. Craig Lefebvre, PhD
chief maven
Research Professor
College of Public Health
University of South Florida
On Social Marketing and Social Change blog
http://socialmarketing.blogs.com