Social Marketing and Emerging Fields

1. Social Marketing and Emerging Fields Presentation at the North Wales Tobacco Control Conference, 30 April, 2010 Powis Hall, Bangor University, Wales Abraham Brown PhD

2. STRUCTURE 1. Basic Principle 2. Help Anti-smoking campaign 3. Building a Public Heath Brand 4. Implications

3. Marlboro: A Socially Desirable Brand Philip Morris used commercial marketing tools to create desirable cues (confidence, cool, self-sufficient, trustworthy, hardworking) in consumers’ mind to build lasting relationship

4. Ideas and tools used in commercial marketing can be used ‘for good’ – to influence behaviour positively, to benefit individuals and society as a whole Basic Principle Social Marketing

5. A process for designing programmes Which influence behaviour voluntarily Using marketing techniques For social good Basic Principle Social Marketing?

6. Basic Principle Social Marketing? Social marketing applies this thinking to health and society In commercial marketing, the ultimate beneficiary is the firm In social marketing, the ultimate beneficiary is the public good Otherwise the theories, concepts and tools are (mostly) the same

7. BEHAVIOUR CHANGE • CONSUMER ORIENTATION • SEGMENTATION & TARGETING • EXCHANGE • COMPETITION • MARKETING MIX Six Key Elements of Commercial Marketing are Applied in Social Marketing

8. EU Help Anti-smoking Campaign Problem Tobacco kills over 500,000 Europeans every year, and around 290,000 at middle age 1 out 4 deaths caused by cancer are attributed to smoking (Department of Health 2010) Smoking Prevalence in 15 European Union (EU) Countries was over 30 percent (Eurobarameter, 2007) Pivotal to the EC tobacco control directives is the EU HELP anti-smoking campaign launched across the 27 EU member states (European Commission 2005)

9. Objective To develop a Pan-European public health brand to symbolise and encourage Europe’s journey away from tobacco EU Help Anti-smoking Campaign

10. World’s biggest antismoking campaign based on social marketing principles 27 countries; 22 languages In year 6 of 7 with possibility of further extension Multi media with increasing emphasis on digital EU Help Anti-smoking Campaign

11. To deliver a unique and consistent communication solution to effectively reach young people across the 27 EU Member States: Encourage a tobacco-free lifestyle Help existing smokers to stop smoking Promote smoke-free public places EU Help Anti-smoking Campaign 1. Behaviour Change

12. 2. Consumer Orientation • In 2003, over 200 Tobacco Control experts met in Rometo consider how best to denormalise smoking in Europe(EC Conference, 2003) • 2. Reviewed Existing Research • Key conclusion: Media campaign can play a key • role to build knowledge, change • attitudes and behaviour in support • of a tobacco free society

13. Key Conclusions: EU Anti-smoking campaign Form part of a comprehensive Tobacco Control (TC) strategy and be sustained Address the whole TC Agenda, not just prevention Be subject to Pre-testing and evaluation Link in with national-level activity Involve partnership with all EU TC stakeholders Use both traditional and new media (ASPECT Consortium 2004) The Rome Precepts

14. 3. Segmentation & Targeting Help Campaign was segmented by offering a meaningful and attractive offer (i.e. healthy lifestyle) via Recognition, Promise, and Delivery 3 Key Tobacco Control Issues 1. Prevention- Targeting mainly 15-24 year olds 2. Cessation- Targeting 25 and 35 year olds 3. Passive Smoking- Targeting the whole population

15. Recognition Engage with the target audience as equals Present scenarios Allow them to draw their own conclusions To get them onside in a collective rejection of tobacco To appeal to smokers and non-smokers alike EU Help Anti-smoking Campaign Building a Public Health Brand

16. Extensive pretesting involving 38 focus groups across 20 countries “Help – tobacco, you’re not alone” …partly understood To highlight the fact that smoking encourages us to engage in bizarre behaviour “Help – for a life without tobacco” ….fully understood Adapted in all media communications Building a Public Health Brand Pretesting The Concept

17. TV Campaign Tested Cessation Passive smoking Prevention “Help – for a life without tobacco”

18. Promise The core of the Promise of the is that it will: Not judge or demonise smokers Treat its audience as Equals Portray smoking as bizarre Building a Public Health Brand

19. 5. Competition Thinking about whether to internationalize or stay local was influenced by Tobacco companies who have successfully built not just European but Global brands Help Campaign opted for Pan-EU brand

20. Delivery Direct Media Activity should attract Attention- be accessible, and guidance used and appreciated Meet audience approval (offer genuine help) Get people to reconsider the role of smoking in their lives Indirect Through Partnership with government and NGO’s Link in with other TC activity, eg. Smoke-free places Ultimately create behaviour change Building a Public Health Brand

21. 6. Marketing Mix Integrated Marketing Communication Help Campaign Ongoing integrated participative communication campaign that targets young people Main Components 1. Online campaigns on young people’s favourite websites 2. Viral Campaigns 3. A series of high profile media events 4. Press publication in the national media 5. A series of TV ads on national and pan-EU channels

22. Television Events Cessation Cessation Prevention passive digital Partnerships National governments NGOs Youth Parliament MTV Young people Help website email coaching (in 22 languages)

23. Help integrated Campaign “Web Driven Focus” • To draw young people to the Help website www.help-eu.com • For more information and advice on: • dangers of smoking • links to our partner organisations, e.g. the European Network of Quitlines

24. 3 Online Campaigns in 2009 Flight 1 Flight 2 Flight 3 Support (MSN & Yahoo) Raise Consciousness (MSN, MTV, Youtube, Yahoo) Demonstrate Concern (Facebook, ELLE, Eurosport) KEY RESULTS: 648 000 000 impressions / 1 038 000 clicks

25. E-Coaching Campaign on Help Website January – February 2010 A “rich media” banner format consisting of three videos Based on a playful and humorous illustration of the experience of giving up smoking (stress, impatience…) Web users are invited to subscribe to the program to get help and Support E-mail coaching campaign (a two-month personalised emails to help stop smoking)

26. E-Coaching Campaign

27. E-Coaching Campaign • 38,493,427 Impressions • 147, 579 Clicks • 0.30% Click Through Rate (Yahoo) • 95, 395 arrivals to Help! Site • 1,507 e-coaching inscriptions (1.6% conversion)

28. Online, Real-time Quitting

29. Help Animated Mini Series Broadcast each month, addressing one of the 3 Help Themes: [Passive smoking, cessation or prevention] • Mini-site launched on October 15th 2009 • A participative, interactive operation in which young Europeans can: • - get involved, in order to • -increase their awareness and interest in tobacco issues, and • - ‘ownership’ of, the series • New episodes released are announced on the HelpersFacebookgroup, where fans can comment on the episodes and chat with other fans http://en.helpers-eu.com/#

30. The Helpers: A Participative, Interactive Series Interact with the series on Facebook and Bebo Teaser for next month’s episode Call to vote Choose the tip to be used

31. Helpers Mini Site Access all previous episodes Watch the latest episode Find out more about all the Helpers characters Link to Help-eu.com Find out more About the series

32. Help TV Campaign Date of fieldworks: July 1st to August 3rd, 2009 27 countries In each country: 1000 telephone* interviews (except to Malta and Cyprus: 500 interviews in each country) Representative sample of national population aged 15 and over • Note: • Results from the previous waves are indicated for information • The reference point to compare the new campaign is 2005, 1st broadcasting of the “paper whistle campaign” • As a reminder, the date of this wave was different (fieldwork during summer holidays). It could have impacted the public response for this campaign wave 1: 25 112 interviews in September-October 2005 wave 2: 24 125 interviews in January-March 2006 wave 3: 24 161 interviews in February-March 2007 wave 4: 26 127 interviews in February-March 2008 wave 5: 26 099 interviews in July-August 2009 * Countries integrated in 2008

33. Impact Help Campaign: Measured by • 1. Awareness • Visits to the site • Duration of these visits • Degree of Engagement • Over 4 million people visited at once (2005- mid-2007) • They stayed on the site for 8-10 minutes • 91, 000 smokers signed up for E-mail cessation coaching (figure growing at 11000/week)

34. Awareness of advertisements (2005-2009) Impact % Smokers aware of advertising

35. Impact Awareness of advertisements (2005-2009) % Non-Smokers aware of advertising

36. Impact Understanding and liking Table 1: Percentage of Respondents answering yes

37. Impact Appreciation of Help Campaign Table 2: Percentage of Respondents who agree with statement

38. Impact Help Mini Series Helpers episodes have generated more than 65k clicks to the Helpers sites (CTR 4 %) From 15th October 2009 , the viral campaign has delivered 1, 592, 268 views The campaign is on target to surpass quarterly video views objectives by ≥25%

39. Impact Partnership and Stakeholder Marketing • Regular Information exchanged with Health Ministries • of all EU member states • Cooperate with National and Local NGOs etc • Advisory board with key networks, e.g. INWAT, ENSP, • ENYPAT, and ENQ • Grant support to National Projects that linked to Help • Campaign • Link with MTV led to microsite with very positive CTR • of .38% (over 3 times industry average)

40. Evaluation Mini Series: Post Test • A qualitative post-test of the Helpers • operation is currently being investigated • Improve the final episodes • Improve peer to peer relay, trigger their • Interest for seeking information or help on the help website

41. The EU Help campaign has been effective in engaging the target audience and increasing awarenessof the health risk of smoking Some 4.2m Europeans have visited an anti-tobacco Website-Traffic driven by TV ads 15% viral web visitors passed it on to their peers After 3 months, 91,000 smokers signed up for email coaching to help them quit Implications

42. Implications The Help campaign has helped young people to be more convinced that passive smoking kills Health Institutions, ex-smokersand people suffering from health consequences of passive smoking were perceived as the most capable of giving advice on stopping smoking or on protection from the risks of passive smoking

43. Conclusions The EU Help campaign has been effective in engaging the target audience and increasing awarenessof the health risk of smoking The Help campaign has successfully generated Recognition, Made Valued Promises, and delivered these Promises Public Health can engage with branding at both local and international level to denomalise smoking and other unhealthy lifestyles