Social Marketing in Action

Thursday, June 17th, 2010/ Stobart Stadium, Widnes

ChaMPs Social Marketing in Action

Martin McEwan

Director of Communications & Engagement

Importance of social marketing

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Targeting

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Understanding and articulating the audiences

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Doing what works is ultimately more efficient

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Measurement & evaluation critical (case studies today)

QIPP

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Social marketing has a key role in “Prevention”

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…as well as Innovation

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It can also contribute greatly to the general drive for efficiencies (eg

Choose Well)

QIPP

—

Social marketing has a key role in “Prevention”

—

…as well as Innovation

—

It can also contribute greatly to the general drive for efficiencies (eg

Choose Well)

Sharing what’s already out there

—

In Cheshire & Merseyside

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In NW

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Across England

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Brand audit across PCTs

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75+ projects/campaigns

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Next steps?

Planning to share

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Understanding and articulating the audiences will facilitate sharing/roll-out

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Design this into projects

—

Joint commissioning process?

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Background

Social marketing campaign to achieve additional 5000 quitters from the more disadvantaged areas in Wirral

Overall aim is to reduce smoking prevalence in targeted neighbourhoods:

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Areas of deprivation

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Routine and manual workers

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Unemployed

Smoking Prevalence Survey November 2009

Number of residents surveyed from 20% most deprived

3407

Overall smoking prevalence 34.7%

Daily smokers 32.4%

Average number of years smoking 23.9

Routine and manual workers 38.3%

Black Minority Ethnic (BME) 29.4%

How Smokers Quit

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20

30

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50

60

Methods of quit attempts lasting more than four weeks

GP or nurseSSSPharmacyWithout support

Based on a sample of 3385 Wirral residents surveyed November 2009.

Drop kids at school, go to work

Tend to stay in or maybe visit family

member or friend in doors Home to feed and put kids to bed

work

Sleep

Up early and out

A day in their life – Unemployed

Start of day fluid –

TV on as soon as they get up and stays on all day

Pottering around the house, occupied with the kids

Down to the local shops for bits and pieces

No set meal times –

no real structure to punctuate the day

Kids in house all day or playing on the street

Going round to friends or family or having them round

Weekends no real

difference

No time to engage with services quitting smoking is not a high priority

Most smokers will attempt quitting on their own

Innovative ways must be found to bring services to the home

they want to design their own service to suit them as an individual –

not as a smoker only

Internet is an excellent way to engage with people who do not venture far from home

Text and phone support is more convenient than travelling to get a service

Personal media such as door to door or media that allows us to get “in-home” without being intrusive (online) appear to have a key role

Mobile Support

Incentives

•Incentives aim to drive clients to a campaign•Can prompt registration and support ongoing quit•All 4 week quitters enter a monthly draw (up to £100)•Quarterly larger prize draws (up to £500)•Incentive scheme delivered in partnership with ASDA

Website

Facebook -Highlights

Facebook - Clients

Telephone, text and e-mail support

Receive reactive calls

Offer support, advice and referral to appropriate services including:—

NRT by post—

e-mail support—

text support—

Phone support—

Intensive support

Conduct outbound telephone calls, e-mails and texts to establish 4-week smoking status for people signed up to the campaign

Be available between 9am and 9pm, 7 days a week

Provide an incoming text service which would trigger a callback

to register the client

Enter clients registering with the campaign onto the web-based data system

BME Community Champions

Jointly commissioned by Public Health and Wirral DAAT to engage with the local BME population around the issues of smoking, drugs and alcohol

Male worker for the Asian and Arabic community

Female worker for the Asian and Arabic community

Polish worker

Chinese worker

Awareness Channels

Leaflets

485

Newspaper

32

Not Stated

217

Phone 9

Radio

8

Trailer

848

Website

34

Word of Mouth 154

Results

Number engaged 1763 (802 M, 961F)

% from areas of deprivation 61%

Smokefree 228

Not Smokefree 426

Unknown 1109

Visits to website 2017

Page views 26,680

Winners

“This lad is 10 weeks smoke free, thanks for your support, don’t think I could of done it without you xx”

“Yes I am still smoke free and feeling much better for it…last week in kickboxing I was able to last for 5 rounds without coughing and wheezing or feeling like my heart was exploding in my chest…woohoo!!Thanks for all the support”

“Hi just to let you know that I haven't had a cigarette for two months this week. So proud of myself feel loads better , more money in my purse at the end of every week !!! Also recently purchased a bike and

I am enjoying getting out

and about on it which I couldn't do before ,and haven't used inhalers for

6 weeks ,I was using them 3

times a day before giving up!! how good is that!!! just needed a push and a bit of support”

“Thank you for your support I have been 5 weeks now without

ciggs and feel great for it and my dogs love the extra exercise so I

must say again thank you all.With respect”

Lessons Learnt

Too much, too quick

Do it in stages

Get your data system right first

Plan for long commissioning processes

Look for possible interruptions to campaign –

e.g

Purdah

period

Make sure you do not limit yourself in your choice of partner

Ensure SSS’s are part of the initial design

Plan to dovetail with current service provision as a bolt on ‘quit express’

service

Smokefree Wirral Programme Leads

Kim Ozano –

Senior Health Improvement advisor

(Commissioning)

Mike Donnelly –

Smoking Programme Manager

(Provider)

Carol Corvers -

Stop Smoking Service manager

(Provider)

Increasing attendance at retinal eye screenings for people with diabetes.Phil Morris, Head of Marketing

Anne Pennington, Insight Analyst

17 June 2010

Retinal Eye Screening.

“We need another leaflet…and some adverts”

A step back.

What’s the problem?

What do people think of the service?

Contact strategy.

A North Mersey approach

What’s everyone else doing?

Sharing capacity –

how?

Low cost and value for money.

Methodology.

North Mersey Diabetes Action Group meeting in February 2010.

Telephone interviews with 100 people with diabetes across the patch.

Three focus groups recruited from lists.— regular attendees.— consistent non-attendees.— mixture of both.

Issues.

Mailing lists

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Database issues—

Cross PCT work—

Slippage against original deadlines

Methodology

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Action group separated from everyone else

Clinical Governance

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None! Accepted as an audit

Early insight.

Knew the problem, not the name.

Confusion with Optician’s ‘eye tests’.

Non attendees want a reminder.

Self care is important.

Value any contact with health professional.

What next?

Develop service(s) short and long term with commissioners.

CRM -

Shape a contact strategy

Share the insight and output.

Thank you

and goodnight.

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Mike HopeNW Development & Support Manager

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Developing capacity & skills in behavioural interventions and social marketing

NSM Centre work programme

20082006National Social Marketing Centre

2004

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NSMC website•

ShowCase

database

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NSMC e-bulletin•

Toolbox

Practical guides•

Guide to procuring social marketing services

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Big Pocket Guide•

Benchmark criteria

Reports•

Social marketing ethics

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Review of social marketing within public health regional settings

NSMC online planning guide

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The first collection of fully- researched case studies to

show that social marketing works!

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BSI study –

key finding: development of a PAS (publicly availablespecification) –

principles

of developing a social marketing programme

Work across government –NAO, COI, OGC

Highlighting best practice –Centre of Excellence

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Develop a tool for use within the NHS to calculate the value of behavioural change projects

To standardise what costs should be included and what impacts should be evaluated

To be delivered with NICE, LSE and other organisations –

monitored by an advisory committee

To be launched March 2011

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To be the centre of excellence for social marketing

To be the strategic adviser to government and national organisations

To establish and maintain standards within social marketing

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The NSMC’s

proposed strategic aims?

Is there a need for a national body like the NSMC?

Social marketing or behaviour change –

what

language should we use?

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Please contact Claire Pickett on 020 7799 1952 for future enquiries

Drink a little less. See a better you.A Cheshire & Merseyside social marketing campaign targeting men and alcohol use

Tracey Lambert, Social Marketing & Communications Manager

Alcohol in Cheshire & Merseyside

Most areas in Cheshire & Merseyside are well above the England average for alcohol harm

Cheshire & Merseyside hospitals admit 8,000 men per year with conditions linked to alcohol

NI 39 –

PCT target to reduce hospital admissions relating to alcohol

Higher numbers of men rather than women presenting at hospital with alcohol related conditions

Men less likely to visit their GP

Social Outcome

To create, develop and deliver a social marketing programme that will reduce alcohol harm amongst the target audience.

Target Audience

Men aged 35 –

55 years old

Routine and manual workers –

Ties of community Mosaic segment

Mostly drinking beer in pubs and social clubs

High numbers drinking to hazardous levels across Cheshire & Merseyside

Majority at pre-contemplation stage

Preventative campaign required to support local work of PCT’s

Source: Prochaska and DiClemente

* Source: NWPHO

Research – 3 stages

NWPHO segmentation report –

profiling hazardous and harmful drinkers across Cheshire & Merseyside

Insight work by Corporate Culture with target audience, men, 35 – 55, pub drinkers, drinking beer to hazardous and harmful levels

Further research was conducted with the pub industry, landlords and the target audience to inform the intervention and creative development.

What did we find out?

Key Motivators

Need to belong to their community

What others do (social norm)

Benefits to me (stress relief, escape, reward)

Pub is an important support mechanism

The campaign

Piloted initially with Robinsons brewery in Macclesfield

Health checks in pubs plus a “wind down”

promotion (swap a drink at the end of the night) from Monday to Thursday

Awareness raising through washroom media and promotional posters

in pubs

CRM programme -

data collection through the competition, follow up contact by e-

mail and text

Free branded mug following health check

Staff incentives for promoting “wind down”

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high street vouchers

Professional and publican tool kits developed

Pub activities and events to increase footfall –

quizzes, sports, drinks tastings

Industry support essential

Partnership approach key to local implementation

Supported by the media including local radio

Strapline

Washroom media

Mirror creative was the strongest concept “It’s like taking a look at yourself –

literally!”

Promotional Poster – Health Check

Blood pressure, cholesterol, blood sugar, height and weight, lifestyle advice –

physical

check vehicle to talk to men about alcohol

Promotional Poster – Wind down

Swap alcoholic drink for a low alcohol or soft drink and enter the competition –

behaviour change

Next steps

Using evaluation and feedback from local implementation groups refine intervention for Phase 2

New areas to get onboard

Help existing areas sustain activity

Developing tool kits and training for sustainability

Develop multi-agency approach to delivery

New industry partnerships to be developed plus explore collaboration with low alcohol beer manufacturer –

provide greater

choice

Thank you

Drink a little less, see a better you

Evaluation of Phase 1Miranda Thurston

Centre for Public Health Research

Evaluation methodology

Case studies of 5 pubs in real time

Primarily qualitative (some quantitative outcomes)

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observations

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semi-structured interviews with bar managers

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structured questionnaire pre-campaign and post campaign to men in the target group

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structured questionnaire pre-campaign to those outside the target group

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analysis of data from health checks, prize draw, text messages

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analysis of pub sales data before and after the intervention

Case study pubs

Pubs Postcode PCT area (partner)

The Caradoc L21 9NZ Sefton

The Coffee House L15 6TF Liverpool PCT (Trading Standards)

The Hare and Hounds L35 1QJ Knowsley

The Horseshoe CW1 4NL Central and Eastern Cheshire

The Mons L20 9NZ Sefton

Data collected

27 pre-campaign questionnaires with men in the target group

21 pre-campaign questionnaires with people outside the target group

13 follow-up interviews with those in the target group

12 observation visits: 7 pre-campaign and 5 during the campaign

5 semi-structured interviews with bar managers

Analysis of health check data

Collation of data on prize draw entry and text messages sent

‘Getting in’: the pub as a gateway

‘At first I was a bit … because we were a pub and they were asking people not to drink. That was my first impression, but when they did explain that that was not what they were here for then I did think we could have a go.’

Health checks

Pub Number of health check

appointments

Number of health checks delivered

Uptake(%)

Caradoc 28 15 54

Coffee House 28 20 71

Hare and Hounds 7 6 86

Horseshoe 14 12 86

Mons 14 1 7

Total 91 54 59

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5

10

15

20

19‐25 26‐34 35‐45 46‐55 56‐65 66+

Num

ber

Male

Female

Who had a health check: age and sex

Who had a health check: health risks

65% (35) were overweight/obese/very obese

48% (16) had ‘poor’

body composition

59% (32) had a reported weekly alcohol consumption that exceeded the recommended units

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8 (15%) had systolic BP ≥

160 or diastolic ≥

100

• 46% (22) were smokers

Health checks: a good idea because …

Accessing those who tend not to go to the doctors

Detecting unmet needs

Giving health advice on basis of own results

Raising awareness of own health

Spreading awareness in the wider pub

I thought it was a good idea myself, personally. It was very unusual to have it in a pub but I

thought it was a good idea, especially when you’ve got lads that are finishing work and

they’re not going to go to the doctors anyway. If the opportunity is there to have that health

check then yeah, it’s a good idea.

There was one guy, his blood pressure was through the roof and he didn’t feel ill. He said,

“I’m glad I’ve had that done; I’d have never just gone and had my blood pressure checked

because I feel OK” … so there’s been a few surprises.

After [the health check], I made a query asking about my LDL

cholesterol having to be higher. I thought cholesterol was cholesterol but he explained about good and bad and the low density coming

from fish, seafoods and that kind of thing, so I am eating more fish.

I think it made people more aware, because the people who I did see go to the health check and come back, they were talking in their

groups regarding the health check. So, I think it brought that

awareness.

… one was saying he went to the doctors for his

cholesterol afterwards and ended up getting a diet

sheet off him.

Wind Down: theory and practice

‘… it’s a good idea … it does what it says on the tin ... it winds you down.’

Entries to the prize draw

Pub Number of postcard entriesCaradoc 9Coffee House 32Hare and Hounds 10Horseshoe 19Mons 0Total 70

Evidencing change: drinking a little less

Yeah, because I used to drink all the time but now I will go in and have soft drinks

when it suits. I start on soft drinks, have a couple of pints and finish on soft drinks

Creatives

‘I think the message was loud and clear and I think the way they did it as “see a better you”, and they added a bit of fun to it rather than just a preaching notice … it was a bit of humour. I think how they’ve looked at it has been quite realistic in that they’re not dictating, not preaching, keeping the humour … I think it was well thought out.’

Differential impact of the initiative

‘I drink in here almost every day and my facts and figures came out almost spot on so what do I think? I’m going to stay as I am, I’m not going to drink less.’

Customers are different

There for the duration …

chew on a pint all evening

Pop in from work on the way home and leave after a couple of hours

Come for a couple of pints for the last hour

Awareness about drinking and health quite high

Often at contemplation stage

Conclusions: what worked?

The pub

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as a gateway

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as a valued informal social setting

Bar managers: credible facilitators –

insider status

Creatives: subliminal messages

The health check

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duration of appointment

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informal, relaxed, supportive interaction

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relative privacy

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immediacy of results

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personalised advice

Developments

Bar manager –

key part of the process

Maximise the impact of the health check (minimal intervention)

Developments

Prime the audience by promoting the initiative through the creatives

in advance of the intervention.

Maximise the impact of the creatives

by considering their placement and size within the pub setting.

Support sustainability of changes through an ongoing relationship with pubs, perhaps through the continued placing of

creatives

and other materials in the pub.

All today’s presentations will be available on the ChaMPs

website www.champs-for-health.net

Next CPD –

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