Social marketing works
Using marketing techniques to change behaviour for public good can literally be a lifesaver.
Our first social marketing campaign, back in 2002, aimed to increase the uptake of the MMR vaccine at a time when the threat of mumps, measles and rubella outbreaks was very real. Negative national publicity over a sustained period of time had shattered public confidence in the triple vaccine and as a result, take up rates in large parts of the country were at dangerously low levels.
Our task was to change the behaviour of parents in Warrington and Halton, which had one of the lowest rates in the country, so their children would have the protection afforded by the MMR vaccine. We established that most parents thought that measles, mumps and rubella were mild diseases. We devised a multi-media campaign, a key plank of which was to give parents factual information - not publicly available through the media - about the potentially devastating effects of these diseases. For parents who had no personal experience of epidemics - thanks to the success of vaccination programmes over the years - the news that measles could be a killer was deeply shocking.
We did not take the decision lightly to use shock tactics but we had reason to believe that nothing less would achieve the necessary impact. Evidence clearly demonstrated that parents in our target areas perceived measles, mumps and rubella to be harmless. Some parents of children with measles even held parties to which they invited friends’ children in order to “get measles out of the way before the kids start school”! We needed to effect a radical shift in thinking so that the real risks of the diseases were not overwhelmed by the perceived risk of vaccine-induced autism which was the subject of almost universal – and since discredited – media coverage.
While MMR take up rates continued to plummet in other parts of the country, public health officials registered a dramatic rise in Warrington and Halton during the campaign period. Crediting our campaign with playing a significant role in this critical reversal of trends, Dr Bernard Schlecht, North Cheshire Public Health Consultant, was able to report “… the MMR uptake rates have continued to increase. In the second quarter they increased by 4.6% which makes an increase of 9.4% in the year. At the same time rates elsewhere have remained flat.”
Evaluation, evaluation, evaluation
Assessing the impact of our social marketing campaigns is a key part of our service. We can also provide independent evaluation of projects designed and implemented by others.
We have conducted research, planned and implemented interventions and evaluated social marketing activity for a wide range of topics across many areas of the UK.
Increasing Chlamydia testing. We have worked in three very different areas of the UK, developing an understanding of the barriers to testing and creating campaigns aimed at changing behaviour, to make Chlamydia testing the social norm.
Long term unemployment. We combined existing research with primary research to develop a marketing strategy for an outreach service targeted at changing the attitudes and behaviours of the long term unemployed in North Solihull.
Child mental health. Our brief was to encourage and support parents in a deprived area of Merseyside to spend more positive time with their families and in doing so, help to develop their children’s confidence and self esteem and build emotional resilience. Our research revealed that most parents shared a perception of a lack of time and money to spend on their children. We created a diverse campaign we called Time4Families and targeted key groups using a combination of geodemographic data and other segmentation tools. We furnished parents with information and practical advice through a high profile campaign to help them to spend more time with their families and alert them to free or low cost activities.
Smoking cessation. Following quantitative and qualitative research stages, we recommended several organisational changes to our client in preference to a promotional campaign. Our use of outline creative materials during the qualitative stage helped respondents articulate their views about the service.
Child safety. Some families were attending A&E more frequently than others following accidental injuries to young children. We developed our insight into this crucial area by talking with health professionals and families to help us to understand the lifestyle differences that defined different segments. We then wrote and designed materials targeted specifically at those groups.
NHS Healthcheck. Our brief for a South West primary care trust was to establish the propensity of target groups to attend for a free NHS Healthcheck. Our research told us that a universal approach to the invitation would not appeal to everyone and we therefore developed our advertising based on that insight. We have also been commissioned by a primary care trust in the North West to evaluate the cost effectiveness of their own Healthcheck social marketing project. The data is still being analysed at this time.
Health legacy. A primary care trust in an area hosting a 2012 Olympic sport wished to encourage widespread participation in sport by its local residents as a legacy of the Games. Our brief was to develop insight into people’s likely motivations, the barriers to taking part and the programme format that would have the greatest appeal and longevity.
Neighbourhood policing. Our work with Merseyside Police focused on understanding how perceptions of neighbourhood policing can be changed. Using a mix of qualitative and quantitative research techniques we helped the police understand public perceptions and the drivers behind them, working with the police to develop targeted campaigns.
Green Insurance We helped a major insurance company to develop its ‘green’ insurance propositions and in doing so, encourage change among its customers. We developed a methodology that considered not only current attitudes and behaviours of more than 300 consumers, but also predicted their future attitudes and behaviours. The methodology gave the client the best possible chance of success.
And finally - Climate Change
Engage2Change’s offices are in Ashton Hayes – which is aiming to become England’s first carbon neutral village – and we are active members of the project team. Launched in January 2006, the Going Carbon Neutral campaign has used the full gamut of communications to inform residents and businesses about climate change and what they can do to help by changing their own behaviour. Newsletters, public meetings, film, Public Relations, website and ongoing engagement with local groups have all played a part.
The campaign has received worldwide TV and press coverage, a DEFRA grant to stage a national conference for small communities and national communications awards. More importantly, a benchmark study was conducted into energy use by University of Chester students and we now have three years’ data showing the village has reduced its carbon footprint by 26%. A real grass roots example of stakeholder engagement leading to behavioural change.
