Community-Based Social Marketing: An Introduction By: Alison Crepinsek and Kevin Black
Kevin black
[email protected] Alison crepinsek
Introduction
- What’s an issue that you care about and think CBSM could be applied to? o Increasing the number of flu shots
o Vaccinations in school programs
o Increasing access and availability of healthy foods and how to prepare them o Improving elder care
o Affordable housing
o Increasing awareness around concussions
Traditional Marketing
- Aims to change our preferences from one brand to another, not from one behavior to another
- For consumer
o Require little effort
o No dramatic change to lifestyle
Apply creativity and work in teams o Compare with social marketing
Change behavior form something easy to something more difficult
Social Marketing
- One definition among many: “the systematic application of marketing concepts and techniques to achieve specific behavioral goals relevant to social good
o Applied by people who are involved with social marketing o Definitions might not match up between people
- Its defining features
o Adopting a clear mindset including deep empathy for the clients in question Their values, what they believe goes on in the world
Understand clients values instead of projecting our values o Market segmentation (one size does not fit all)
Have to target certain markets
Each group will respond differently
o Marketing mix: product (behavior), price (cost and benefits to what we are offering), place (where behavior occurs), promotion
- Its purpose
o To create the conditions that both reduce barriers and encourage groups of people t o adopt a healthy behavior, quit a harmful one or both
Two common misconceptions
- Social marketing is not o Social advertising
o Social media
Social media falls within social marketing
More so of engaging communities, can use social media as a tool Social media refers to facebook, twitter, youtube, Wikipedia
Origins of community based social marketing
- In 1990s CBSM was created in Canada by environmental psychologist Doug McKenzie-Mohr
- What is the community in CBSM
o Behavior change initiatives aimed at the community level
Not focusing on one to one but what can impact the whole community
- CBSM definition
o The application for social psych research to enhance social marketing efforts and thereby increase their likelihood of success
Main Steps of CBSM
1. Identify barriers to desired behavior
2. Design strategies that use CBSM’s behavior-change tools 3. Pilot strategiesrefine until proven effective
4. Evaluate program’s impact
Step 1: identify barriers
- Lit review
o Besides academic databases o Trade magazines and newsletters o Info clearing houses
o Key stakeholders
o Reports from other communities
- Group interviews
- Phone survey
o Easier access to difficult-to-reach populations o Faster and less costly that 1:1 interviews o Ask for brief refusal survey
Step 2: design strategies using CBSM’s 6 tools of change
1. Commitment 2. Prompts 3. Norms
4. Communication 5. Incentives 6. conveniences
Step 3 pilot: test it out on small scale before apply large scale
- Determine if it is cost effective
- Persuade funders to implement program on larger scale
Step 4
- Can help promote sustainability to secure future funding - Really promote a long term sustainable project
Commitment
- Contract, marriage, promise - From intention to action
- Ensuring future activites can be done by attaining commitment
Gain Commitment
- Commitment is an effective CBSM tool that can be gained through
o Writing
o Verbally and
o By actively involving a group of the public
Group psychology, if friends/families/neighbours are agreeing to do something, you are more likely to maintain that commitment as well
Want to remain consistent
- Small requests are made, which can then initiate larger, more dramatic behavior change
o Gaining commitment to small things is important to being consistent throughout program - Commitment strategies have been shown to be effective when community “block leaders”
- A block leader is a community resident who o Already engages in the desired behavior
o Agrees to motivate other sin their community to adopt it
- Recommendation
o Commitments should be sought for behaviors and activities that communities express an interest in doing
Tools of Change2 Prompts
- “remembering to act”
- Technology helps us to remember thingsonline banking
- Auditory or visualserve to remind us of sustainable behavior we are pursuing - Prompts are effective in reminding people to engage in the target behavior
- Prompts should be
o Noticeable
o Self-explanatory
o Encourage positive behaviors
o Be presented as close as possible to the targeted behavior - Limitations: engaging in repetitive behaviors may not be possible
Tools of Change3Norms
- How do they affect behavior
- 1. Compliance: we do a behavior because there is a consequencetangible or intangible reward or punishment
- 2. Conformity: people change behavior because they believe it’s the right thing to do (do it because everyone else is doing it)
- Compliance vs. conformity?
o Compliance-only behaviours often diminish and fail when rewards/punishments are removed
o Conformity-based behaviours, when internalized, can have long-lasting effects - To effectively use norms, include these key features
- 1. Noticeable
- 2. Explicit-ambiguous behavior and value have little impact
- 3. Present the desired behaviour together with the opportunity to perform it - 4. Promote performance of positive behavior
- 5. Direct person to person contact
Tools of Change4Effective Messaging
- Let’s start with ineffective communication o Inconspicuous, boring, and so on…. - on the other hand, effective communication is
- Why?
o It captures attention (encoding) o It’s easier to remember (recall)
- Know your audience
o Know their attitudes, beliefs, behaviours
What are the attitudes of different subgroups o Assumes you have multiple audiences
o On the basis of your research, segment - Test your messaging
o Can’t just go with gut, need to test it
o More extreme message vs. less extreme message o See what attracts peopleexperimentalist o Gauge peoples receptivity to the message
- Recommended goal
o A message slightly more extreme than the audience’s current attitude or practice - Who should present the message
o Who is the most credible source with that target audience o Not know who I think is more credible
o Someone who embodies expertise and trust - Positive or negative framing?
o Positive-what you stand to save from action, more common
o Negative-what you stand to lose-more persuasive, at least in environmental messaging - What about threatening messages?
o H1N1, climate change etc.
o Consider…what do people do when faced with threat? Problem focused copingtake action to avoid threat Emotion focused copingignore or deny issue
The coping method we choose is typically related to the amount of control we feel we have over the problem
Little to no controlemotion focused
Sufficient to complete controlproblem focused o Consider…what influences our sense of control?
For global issues: our sense of community o If we feel united in a common purpose…
Higher likelihood of making an impact High likelihood of individual action o If use threatening message, be sure to communicate
A sense of community
A sense of efficacy we can do this, and this is how we do it - One sided vs two sided
o One sided
o Two sided
When “there are two sides to every coin…” is a possible argument
o Recommendation- know your audience
Presenting both sides can increase credibility
Possible inoculation: presenting the opposing viewpoint and counter-arguments for it
Can u authentically present a win-win solution?
- Make your message
o Specific
Be crisp and clear
o Easy to remember
Keep it simple
Combine with prompts
o Can action be mad easier
o To successfully complete an action, people must remember what to do, how do to it and when to do it
o Giving them a “who else is doing it” and “why to do it - Social features of effective messaging
o Clearly visible community goals o Personal contact
The media may instigate conversations between people eon a topic, but it is the conversations that have the most impact
o Social modeling
People are seen performing the desired behavior o Social diffusion
Ask one person to enroll another
Publish names of those who have committed to the desired behavior
o Feedback
Daily, weekly, or monthly feedback on community’s progress In person or via signs, newsletters, tv, radio, internet
Tools of Change5Incentives
- Incentives and disincentives are actions you can take to encourage people to perform desired behaviors and avoid undesirable behaviours
- They can be powerful tools for encouraging or discouraging behaviours
- Incentives can be an important component of a CBSM strategy, particularly when motivation to engage in a behavior is low
o Does the incentive have enough of a presence or noticeable to be taken seriously by the community?
o What are the key features of an effective incentive?
If not, have to start thinking more about behaviours and why people would want to do this
Tools of Change6 Convenience
- People are concerned about time, money, what’s in it for them.. - Convenience is based on
o Identifying barriers that might deter people from the target behavior or pgroam, and o Finding ways to overcome those barriers, thereby making the behavior more convenient
Activity to create own CBSM activity
Concussions
- Gain commitment: kids, parents, teachers, educators in general - Teachers: time commitment issue, their participation is more passive
- Prompts: posters in hallways, messages in schoolletters, curriculum prompts - Incentives: free things for students such as magnets, water bottles, stickers - Get children involved: mascot, they take turns making announcement - Norm: morning announcements, make it part of the day
- Harm management: If this happens, this is what u need to do
- Incident/Event reportsaccidents do happen so when they happen, we need to learn how to reduce the incidence rate and see what went wrong
- Identifying the leader in terms or injury preventions in schools and allow them to specialize by going to workshops etc.
- Announcement before school recess, doesn’t take up teachers time
Sexual Health Promotion
- Behavior to promote: using protection when having sexual intercourse - Stigmatizing for young people
- T-shirts, bracelets, doing workshops or having health spares in the mall, social media-bracelets or tshirts-do my best to use protection during..
- Positive messages-protect the one I love, I respect myself enough to protect me - Catchy phrases:I promise not to get gonorrhea
- Putting a positive spin on things to get people to commit
Access to fresh food
- Target:homeless people
- Community garden: fresh food day - Sign up where food is served
- Block leader in community-word of mouth, participate if neighbors participate
- Visual aids and pictures, taking pictures of them in the garden and posting them-then they have emotional attachment and want to come back
- Gain identity: urban farmer, leads to pride at being good at something - Sense of belonging in community
HPV vaccine
- Audiences: youth
- Speaking to youth, block leader or celebrity in community
- Prompts: want their prompts through texts and holograms around valentine’s day - Messaging: want you to build message that is credible and accurate
- Incentives: want to make it easier to get vaccine