Transcript `It would be easy to give the public information

Providing Personalised Advice and Support
Social Marketing
and Market
Segmentation
Selina Lavictoire
Health Information & Social Marketing Officer
What is Social Marketing?
‘It would be easy to give the public information
and hope they change behaviour but we know
that doesn’t work very satisfactorily. Otherwise
none of us would be obese, none of us would
smoke and none of us would drive like lunatics’
Ian Potter, Director New Zealand Health Sponsorship Council, 2007
Social marketing uses commercial marketing techniques to bring about behaviour change, for
a social good. And it does this using a systematic approach.
Changing behaviour and attitudes
...it’s not easy
And just to make it a bit harder...
Why do we use social marketing?
nudge
nanny
not
Using the right tools to deliver the right message in the
right way
Using segmentation tools to find
where our target audiences are
1. Who are the target
audience?
2. And what do we
need to say?
Villers Road, Bromsgrove B60 3NT
Devil’s in the detail
•
ACORN Knowledge – 400+ variables indexed
PREFERRED COMMUNICATION CHANNEL: Text Message
o
Text message service set up
• INSIGHT: Bingo top interest/hobby
•
•
•
LANGUAGE: Read Red Top newspapers
Low household incomes/low-skilled employment
White British families aged under 45
What are the competition doing?
‘We listened to consumers who said they wanted
to eat fresh fruit – but apparently they lied.’
Wendy’s Spokesperson
“Hard to reach” or
not reaching hard
enough?
‘Healthy eating is more a state of
intention than it is of action’
Burger king
Thinking differently
MacDonald's now appear to offer a ‘healthy’ option
http://www.youtube.com/watch?v=itoyH5cNI00&feature=related
“Nothing added” advert
We need
to start
thinking
differently
National Obesity week Nov 2009
•Local radio coverage
•Press releases
•NHS Worcestershire
website
•And NHS
Worcestershire
Facebook
• 1800 people engaged directly with Public Health staff
on the 4 event stands during the week
• Proximity targeted information
• Chance to talk about healthy lifestyles... No time with
their GP
• Effective and relevant signposting to local existing
services
• Public feedback that it was good to see and talk to
the NHS on a local level.
Next National Obesity Week – January 2011
• Rename: ‘The Great Swapathon’
• In line with national Change4Life January campaign
Key messages
1. Consider your size
(BMI / Waist
measurements)
2. Healthy Swaps
• Working with the supermarkets
• Targeting our ‘hotspot’ areas
• Promotion of re-branded health trainer service and signposting
• Delivering a campaign throughout the county
• Engaging with the public offering free BMI and waist measurements
• Offer of a prize of ‘healthy food swap’ hamper based on the snack
swapper wheel
•Free information and resources on weight management and
physical activity and the services available
• Themed ‘Swap’ days of the week
• Second mobile billboard - hotspot areas
o Business parks with fast food outlets
o Trading estates
• Post the week...
Internal bus
advertising
What will you swap?
Providing Personalised Advice and Support
Social Marketing
and Market Segmentation
Selina Lavictoire
Health Information & Social Marketing Officer