challenge n opportunity in socmar - powerpoint

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Challenges & Opportunities inSocial Marketing

Walter Wymer

University of Lethbridge

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Social Marketing Defined

• …the systematic application of marketing

concepts and techniques to achievespecific behavioural goals relevant to thesocial good

» French & Blair-Stevens 2005

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Accountability

• Social marketing has experience growth

and development.• But, as SM increases in visibility and

acceptance, funders and policymakers areincreasingly asking for hard evidence of itseffectiveness. Gordon, McDermott, & Hastings 2008

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SM Success

• SM success is often linked to our ability to

change individual behaviour.• Barriers to changing behavior:

 – Intrinsic motivation – External influences

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Successful Campaigns

• A 60 year old

campaign, still in use,teaches us how toavoid starting forest

fires.• In the early

campaigns, saturation

advertising, followedby school programsreduce forest fires.

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Keep America Beautiful Campaign

• Saturation

advertising, schoolprograms, aimed atreducing littering.

• Emotional televisioncommercial featuringa tearful Native

American made itseem immoral andunpatriotic to litter.

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Why were these two SM

campaigns successful?• Used a simple message people could

relate to.• Saturation advertising.

• Long duration (years)• Able to create a social norm (it’s bad to

start forest fires or litter)• Few competing forces working against

change.

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Montana Meth Project

• A successful SM campaign based on

Social Entrepreneurship model• Purpose: reduce illegal drug use of

methamphetamine in state of Montana.• Social entrepreneur: Thomas Siebel

• Link

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Thomas Siebel

• Former advertising executive

• Montana native• Founded software company, which he

later sold for $5 billion.• Retired after becoming billionaire,

returning to Montana.• Became aware of meth problem.

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Thomas Siebel became

aware of the problem in Montana• 52% of children in foster care are there

due to Meth. Cost to the state: $12 milliona year.

• 50% of adults in prison are there due to

Meth-related crime. Cost to the state: $43million a year.

• 20% of adults in treatment are there forMeth addiction. Cost to the state: $10million a year.

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Montana Meth Project

• Montana is a state with a relatively low

population, enabling someone withSiebel’s personal resources to reach thetarget audience made of Montana youth

ages 12 -17 with saturation advertising.• Television, radio, and print advertisements

were created.

• 90% of target audience was exposed tomessage on average 3X/week

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Montana Meth Outcomes

…after two years• 93% of teens see great risk in trying Meth

• 96% of parents say they have discussedMeth use with their teen in the past year

• 87% of teens disapprove of Meth use• 85% of young adults say their friends

would give them a hard time for usingMeth

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Ancillary Outcomes…

• 70% decrease in workers testing positive

for Meth• 41% decrease in criminals testing positive

for Meth• 53% decrease in Meth-related crime from

2005 to 2006

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Impact of Success

• The Montana Meth Project, because of its

success, is now getting federal funding tocontinue.

• Other states are using the ad materials ofMontana Meth Project to role out their ownSM campaigns.

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What made the campaign work?

• Focused and committed leadership. No

other issues.• Resources: money to reach audience and

advertising skills.• Entrepreneurial: Siebel says a nonprofit

could not have gotten a consensus tomake the hard hitting, edgy ads. It wouldhave been too controversial.

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What made the campaign work?

• Simple, focused message– not even once 

• Relatively small population (could afford tobuy ads in the media markets)

• Defined target audience (12-17 youth)• Edgy, effective ads

• Sustained, saturation advertising.• Few competing forces to counter message

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Social Entrepreneurship:

Research Questions• How to get more entrepreneurs to become

personally involved in a cause?• Is the social entrepreneurship model

suitable for a nonprofit organization? Govtagency?

• What differentiates socialentrepreneurship from traditional socialmarketing?

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Forces Working Against Social

Marketing Effectiveness…• Biological – current behaviour is reinforced

• Social – family, friends, co-workers• Cultural – societal norms, current trends

• Corporate – their marketing efforts opposeSM message

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The opposition

• People often enjoy their unhealthy

lifestyles, finding them pleasurable, as wellas socially, culturally, and biologicallyreinforced.

• Television, to attract the right audience,glamorises unhealthy behaviours likepromiscuity and violence.

• Corporations often encourage unhealthylifestyles with their advertising aimed at

increasing sales.

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The Opposition—Safe Sex

• Teens who watch a lotof television with sexual

content are more likelyto initiate intercourse inthe following year.

• Television in which

characters talk aboutsex affects teens just asmuch as television thatactually shows sexual

activity.• Shows that portray therisks of sex can helpeducate teens.

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The Opposition—Drinking

• Among the top 20

shows for teenagers,Illicit drugs were usedin 3% of all episodes,

tobacco in 19%, andalcohol in 71%.

• Half of the scenes

with alcohol featuredit as part of humour.

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The Opposition: Healthy Eating

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Fast Food Chains

• In the U.S. alone, fast

food chains spendmore than $3 billion ayear on advertising,

much of it aimed achildren.

• Restaurants offer

incentives such asplaygrounds, contests,clubs, games, and free

toys and othermerchandise related tomovies, TV shows and

even sports leagues.

N R t Sh F d

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New Report Shows Food

Industry AdvertisingOverwhelms Government’s “5 A

Day” Campaign to Fight Obesityand Promote Healthy Eating

$11.26 billion

By industry.$9.55 millionBy government

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Social Marketing Effectiveness

• Food, beverage, candy and restaurant

advertising hit $11.26 billion in 2004,compared to a mere $9.55 million toadvertise the Five A Day campaign, whichpromotes eating five or more servings offruits and vegetables daily.

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Future Research

• More work on strategy aimed at dealing

with competition.• How to deal with massive corporate

advertising?• How to deal with unhealthy culturalforces?

• How to deal with inertia in policy makers?

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SM Effectiveness—Bigger Impact

• Treat SM Campaign as a social

movement, not aimed changing individualbehaviour, but at creating a grass rootsmovement.

• Bring in social movement research andconcepts.

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Future of SM

• Should social marketers become activists?

• Should they advocate social reform?• Should they focus more on changing

social policy?• Should they focus more on stimulating

debate on important issues? (Shouldcorporations be able to advertise fast foodduring children’s television programming?)

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Future of SM

• Should social marketers focus on the

macro level (societal) or the micro level(individual)?

• Which will have the greater impact?

• Which will benefit society more?