Entertainment Education
Components of Successful
Campaign Design
Goals & Objectives
Terms
 Social marketing approaches
 Analytical literature
 Lessons learned

Terms

Social marketing = process for designing
health-promotion interventions that utilizes
techniques drawn from commercial
advertising, market research and the social
sciences.
Terms

Social marketing
– Defines its objectives (beliefs, values,
practices)
– Identifies target audience
– Uses audience research to position project
– Positions objectives in terms of benefits offered
to target audience
– Channels message through mass media
Key Design Principles
Address environmental factors & social
norms (as well as behavioral issues)
 Involve key gatekeepers
 Involve target audience
 Conduct media advocacy
 Pretest messages
 Provide support networks & training
 Plan evaluation

Israel, R., Nagano, R. (1997). Promoting Reproductive Health for Young
Adults through Social Marketing & Mass Media. Newton: Educational
Development Center.
Social Marketing Approaches
Objective
Intervention
Raising awareness
Mass media
Increasing knowledge
Environmental media
Changing beliefs &
attitudes
Changing behavior
Interpersonal education
Changing social norms
Community mobilization
Product marketing
Media advocacy
Model Campaigns
Philippines Multi-Media Campaign for
Young People
 Profamilia Mass Media Campaigns
(Columbia)

Philippines Campaign for
Young People

Target audience
– Teenagers

Goals
– Promote responsible sexual behaviors
» Improve acceptance of safe sex
» Improve approval of condoms
» Increase number of teenagers using condoms
Philippines Campaign for
Young People

Strategy
– Enter-educate
– Popular songs
– Telephone hotline
Project Impact

“Dial-a-Friend” Hotline survey (n = 22,285)
– 92% of callers recalled the song “I Still
Believe” by Menudo & Lea Solonga
– 70% correctly interpreted message
– 51% said it influenced their behavior
» 25% said they sought info about contraceptives
PROFAMILIA


Colombia
Target audience
– Young men 15-25
– Pharmacy owners

Goals
– Increase awareness of temporary contraceptive methods
among sexually active teens
– Increase sales of Tahiti brand condoms
– Increase pharmacists’ knowledge & sales of Tahiti
condoms
Project Strategy

Formative Research
– Method
» Focus groups
– Goal
» Identify basis & marketing strategy to promote
temporary family planning among potential users,
retailers and distributors
Understanding Target Audience
Variable
Age
Gender
Income
Ethnicity
Significance
Developmental level
affects health, interests,
etc.
Differences in attitudes
Affects risk
Cultural norms affect
beliefs & message
reception
Understanding Target Audience
Variable
Significance
Education
Affects access &
comprehension
Family
Lack of social support
increases risk
Geographic status
Lifestyle can affects
behavior & campaign
strategy
Understanding Target Audience
Variable
Significance
Psychographics
Social norms, beliefs,
willingness to try new
things, fears, dreams
Who do they associate
with?
Knowledge, attitudes &
practices
Determines campaign
strategy
Affinity group
KAP
Media use
Project Strategy

Results of formative research
» Young men not concerned with family size, birth
spacing or maternal/infant health
» Young men wanted free lifestyle

Campaign strategy
– 4 radio spots
– 15 stations
– Campaign message
» “keep being free, use Tahiti condoms”
Project Impact

Tahiti condom sales increased 77%
– Sales remained higher than pre-campaign levels
for at least 6 months

Men intending to use condoms increased
– 1.7% to 3.8%

Men believing condoms are safe increased
– 24.5% to 42%
Lessons Learned

Situation analysis
–
–
–
–
–
–
Analyze health needs of target audience
Review epidemiological trends
Identify key factors affecting objectives
Understand target audience (beliefs, values)
Establish project objectives
Develop messages & materials that appeal to
audience
– Look at attitudes of stakeholders
Use Models of Behavior Change
Create positive socio-cultural environment
 Use reinforcing channels of communication

– Mass media
– Peer education
Use Models of Behavior Change

Tailor messages
– Role models
– Skills
– Give sense of control, empowerment

Provide access
– Product marketing
– Services marketing
Project Infrastructure

Pre-testing
– Pre-test messages and materials

Training
– Set up programs to train staff to facilitate
audience participation

Media advocacy
– Connect w/ media players

Social mobilization
Implementation, Monitoring &
Management
Organizational issues
 Resource allocation
 Monitoring & supervision

Evaluation Research
Assess the extent to which desired
outcomes or objectives achieved.
 Can include:

– Evaluation of effectiveness of the
implementation process (process evaluation or
monitoring)
– Assessment of validity of conceptual model
– Assessment of impact
Measures

Process variables
– Reach
– Frequency
– Product sales or access to services

Impact variables
–
–
–
–
KAP
Behavior change
Health status
Social norms