new media and public health
DESCRIPTION
new media and tobacco controlTRANSCRIPT
Sandra Mullin Senior Vice President, Policy and Communications,
World Lung Foundation
I Tweet Therefore I am What is social and new media?
Who is accessing it, using it?
Why is it useful for tobacco control?
Communications Spectrum
Broadcast Television
Radio
Interpersonal Counseling
Peer relationships
Communications Spectrum
Characteristics flexible
Responsive Two-way
Reaches few
Characteristics Inflexible
Impersonal One way
Reaches masses
Broadcast
Interpersonal
Communications Spectrum
Adapted from Thomas R. Frieden. A Framework for Public Health Action: The Health Impact Pyramid. American Journal of Public Health. April 2010, Vol 100. No. 4
Audience/ Potential Impact Individual Population
Resources / Cost Resources
Individual Effort
Interpersonal
Broadcast
Websites
Online Ads
Email Marketing
Mobile
“New” Media
Social Media Opportunity
Interpersonal
Broadcast
Social Media
High effort High Impact
Exercise: Mapping Social Media
Interpersonal
Broadcast
High effort High Impact
1 3 4 5 6 8 2 7
Audience/ Potential Impact
Resources
Individual Effort
Many channels, one message
Online
Out-of-home
New Media- Defined by challenges
Challenge: Limited evidence
Build on messages and strategies that we know work in established channels – i.e. TV
Beware of old pitfalls, and new ones: ie. Humorous messages, bells and whistles, “shiny things syndrome”
Grow the evidence base
Challenge: Limited reach
Population level BCC campaigns require reach
Agenda setting: Policy change, social mobilization
Prompting secondary conversations / social media as expression of social norms
Global access and consumption is changing
U.S. - Changing consumption habits
first
recorded
decline
Explosive growth of new media
116.1
76.2 67.6
0
20
40
60
80
100
120
140
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010*
Per
10
0 in
hab
itan
ts
Developed
World
Developing
Mobile cellular subscriptions per 100 inhabitants, 2000-2010*
71.6
30.1
21.1
0
10
20
30
40
50
60
70
80
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010*
Per
10
0 i
nh
abit
ants
Internet users per 100 inhabitants, 2000-2010*
Developed
World
Developing
*Estimates The developed/developing country classifications are based on the UN M49, see: http://www.itu.int/ITU-D/ict/definitions/regions/index.html Source: ITU World Telecommunication /ICT Indicators database
Internet and Mobile Phone Use
Internet users per 100 inhabitants
Country 2000 2009
USA 43.08 78.00
Poland 7.29 58.97
Brazil 2.87 39.22
Turkey 3.76 36.40
Russia 1.98 29.00
China 1.78 28.90
Mexico 5.08 28.30
Viet Nam 0.25 26.55
Thailand 3.69 25.80
Egypt 0.64 24.26
Ukraine 0.72 17.00
Pakistan 11.30
Indonesia 0.93 8.70
Philippines 1.98 9.00
India 0.53 5.12
Bangladesh 0.07 0.38
Mobile subscriptions per 100 inhabitant
Country 2000 2009
Russia 2.22 163.62
Ukraine 1.67 121.06
Poland 17.56 117.68
Viet Nam 1.00 111.53
Philippines 8.31 100.26
Thailand 4.90 97.33
United States 38.03 90.78
Brazil 13.31 89.79
Turkey 24.28 83.91
Mexico 14.14 76.20
Indonesia 1.79 69.25
Egypt 1.94 66.69
China 6.73 55.52
Pakistan 0.21 52.18
India 0.34 43.83
Bangladesh 0.20 32.32
Facebook Usage by Country
# Country Users Penetration
1 United States 155,701,780 50.19%
2 India 43,497,980 3.71%
3 Indonesia 43,061,840 17.72%
4 Brazil 37,913,320 18.85%
5 Mexico 32,031,340 28.48%
6 Turkey 31,247,120 40.16%
7 United Kingdom 30,249,340 48.52%
8 Philippines 27,593,300 27.62%
9 France 23,594,340 36.43%
10 Germany 22,600,660 27.47%
Source: http://www.socialbakers.com/facebook-statistics/
Reasons to invest in social media and new media for tobacco control
Powerful anecdotal examples of advocacy impact
Generates media interest
Easy to test, easy to measure usage (friends, followers, retweets, etc)
Organizing and advocacy tool, quit reminders – mobile sms
Can be an amplifier to social marketing campaigns using mass media
Important synergizer
The Tobacco Industry is using new and social media to attract the next generation of smokers and skirt regulations.
Example: Quit Buddy, ACS
Example: NYC DOH Pouring on the Pounds
Some social media limitations and unknowns Rapid transformation of media landscape, we have to
keep up, catch up in tobacco control
There is more we don’t know than know about the impact of social media to change hearts and minds for behavioral change communication.
We need to develop an evidence-base and models.
We still need good content to drive people to websites, television so must think of social media in an integrated way.
It’s not free –need people power to make it relevant, meaningful.
worldlungfoundation.org/presentations
Follow us on Twitter: WorldLungFdn Friend us on facebook.com/WorldLungFoundation