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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?