Using Social Marketing
to Make Your Safety
Message Stick
Nancy Franke Wilson, M.S.
My Objectives
 Share my understanding of social marketing
 Ignite interest in using social marketing in your work
 Increase your awareness of public health and public
safety marketing in our community.
Social Marketing
 Social marketing uses commercial marketing strategies
such as audience segmentation and branding to
change health behavior
 Not a theory, but an approach
 Promotes behavior change in targeted groups of
individuals in several ways
A Little Background
 My interest in social marketing
 Education, data and facts don’t usually equal
behavior change
 It’s NOT social media
 Health promotion should work hand-in-hand with
social marketing
Consumer Marketing
http://www.youtube.com/watch?v=0DxlOWVVQWE
Social Marketing
 Encourages people to accept a new behavior
 Reject a potential behavior
 Modify a current behavior or
 Abandon an old/existing behavior
 Our target audience is the CONSUMER
Exchange Theory
Exchange theory: People will accept, reject or modify a
behavior if the benefits exceed the cost
 Your time alone at home, with friends, at work
 A habit for alcohol, tobacco, television time, sugar, salt
 Being uncomfortable, saying no, saying yes,
disappointing people
 Money, access, tools, skills
 Change
4 P’s
 Product – tangible object or service you can provide to
support or facilitate behavior change
Example: Fresh foods easily purchased and prepared,
gym shoes, car seats, classes, training, tools
 Price – consider interventions that would decrease the
costs to the individual of taking the desired action,
could be monetary, emotional, psychological or time
costs
Example: Workplace weight watchers, veggie/fruit
tray after church services, neighborhood SRTS
program, family walks after dinner
4 P’s
 Place – where and when the audience will perform the
behavior or have access to the new or adapted product or
service. How can you make it convenient and pleasant?
Example: Gym at work, Weight Watchers on-line,
smoke detectors delivered and installed by fire fighters,
vaccines at your church, bicycle repair while you work
 Promotion - Use your market research to determine the
communication channels and activities that will best
reach your audience to promote the benefits of the
desired behavior.
Example: Water bottles, FB, Twitter, television,
billboards, concert advertisement, health fairs or POS
CDC Investment
 Social Marketing Edition of CDCynergy
CDCynergy is a multimedia CD-ROM used for planning,
managing, and evaluating public health communication
programs. This innovative tool is used to guide and assist
users in designing health communication interventions
within a public health framework. Originally created for
use within the CDC, the idea of an institution-wide
planning model found its way outside of the agency.
CDCynergy has been adapted for use by public health
professionals on a national, state, and/or local level.
 CDCynergy Lite
Problem Description
 A full, clear problem description and analysis will help
you decide whether to undertake a social marketing
effort. If you do, the problem description will help you
keep your main goal in mind.
 Know what problem you are trying to address will
help you keep the main goal of your social marketing
effort in mind. The problem description section
clarifies what the public health problem is, who is
affected, and what you propose to do to address it. A
full, clear problem description and analysis will help
you decide whether to undertake a social marketing
effort.
Market Research
 In Problem Description, you defined your health problem,
collected information about it from experienced colleagues
and the published scientific literature, and drafted a
preliminary definition of your target audience.
 Now, in Market Research, you will conduct market
research to understand the audience better and refine its
definition.
 Market research (also called consumer or audience
research) is research designed to enhance your
understanding of the target audience's characteristics,
attitudes, beliefs, values, behaviors, determinants, benefits
and barriers to behavior change in order to create a strategy
for social marketing programs.
Market Strategy
 With your research done, its time to make the big
decisions that will shape the broad outlines of your
program. The more firmly the decisions are grounded
in the research from the Problem Description and the
Market Research the more effective your program will
be.
 A market strategy is a plan of action for your entire
social marketing program. Market strategy
encompasses the specific target audience segment(s),
the specific desired behavior change goal, the benefits
you will offer, and the interventions that will influence
or support behavior change.
Interventions
 Your intervention plan evolves from a broad outline to
a very specific operational blueprint. You will now
translate your Marketing Strategy into Intervention
tactics and activities.
 Interventions are methods used to influence, facilitate
or promote behavior change (e.g., holding training
classes to help seniors start their own walking clubs,
developing a Website to promote drug-free activities to
youth, expanding clinic hours to improve working
mothers' access to HIV testing).
Evaluation
 Now its time to make decisions about how to evaluate
your program. Are you doing the right things, the
right things right and enough of the right things to
make a difference in outcomes.
 Effective program evaluation is a systematic way to
improve and account for public health actions by
involving procedures that are useful, feasible, ethical,
and accurate. Evaluation activities should be useful,
feasible, accurate, proper, and ethical.
Implementation
 All your planning and preparation come together.
 Implementation is the point at which all your planning
and preparation come together. Among the activities
critical to your program's success are planning the
launch, holding a news event, taking advantage of
unexpected opportunities, and defusing potential
threats to your efforts.
Examples
 Increasing the use of car seats by Hispanic Children in
Dallas, Texas
 North Tyneside – SUB21 Reducing curbside
drinking by young people
 Wisconsin Obesity and Physical Activity
 ATV Injury Prevention Campaign
Resources
CDCynergy for Social Marketing
http://www.cdc.gov/healthcommunication/cdcynergy/ind
ex.html
ATV Safety Campaign
http://sphhs.gwu.edu/departments/pch/phcm/casesjourn
al/volume6/files/CasesV6ByrnesATVFINAL3.pdf
Wisconsin Nutrition and Physical Activity
http://www.cdc.gov/nccdphp/DNPAO/socialmarketing/p
df/Wisconsin_0906.pdf
Resources
Increasing the use of car seats by Hispanic Children in
Dallas, Texas
http://www.thensmc.com/content/health-equity-socialdeterminants/Casestudies#seat belts Hispanic
North Tyneside – SUB21 Reducing curbside drinking by
young people
http://www.thensmc.com/content/health-equity-socialdeterminants/Casestudies#seat belts hispanic
The National Social Marketing Center
http://www.thensmc.com/content/nsmc
Thank you!