drugs developing an effective social marketing campaign to help reduce drug use amongst young people
TRANSCRIPT
Drugs Developing an effective social marketing campaign to help
reduce drug use amongst young people
Today
• Lessons from the past• FRANK campaign – launch and building the brand• FRANK touchpoints - having a conversation with
young people about drugs • FRANK and behaviour change – reducing drug use• Case studies – cannabis and cocaine• Campaign effectiveness• FRANK ‘Tips’ on communicating with young people
Lessons from the past
Lessons from the past
The world of drugs campaigns (left) contrasted heavily with the world of drugs that most young people talked about (right)
Lessons from the past
• Campaigns talked at young people
• They presented one side of the story = Advertising deceit
• Not relevant to their world
Young people deeply mistrustful of any drug messages from authority figures
Lessons from the past
Not for profit sector talked with their audiences:• People with drink problems have Alcoholics Anonymous• People with depression have the Samaritans• Children in trouble have Childline
Young people needed someone they could talk with about drugs; someone who knew the score and could tell them how it really is.
Someone they could trust – a good guy in the world of drugs.
Lessons from the pastCreating the conversationEffective social marketing builds on past lessons and is grounded in consumer insight. We needed:
- To distance drug communications away from Government
- Much more than a campaign, we needed to build a brand – a famous, empathetic brand with a clear persona that young people would want to talk to
- A brand that would not lecture or patronise
Key insight: We needed a brand that would act like an older peer or brother, that young people could trust
FRANK campaign – launch and brand building
Open and honestNon judgemental
Expert on drugs
Warm and humourous Liked
Trusted
* FRANK is funded and managed by the Department of Health, Department for Children, Schools and Families and the Home Office
FRANK was launched in 2003*
FRANK campaign – launch and brand building
Talk about drugs – launch ad Inquisitive kid - 2005 Gameshow - 2005
• Advertising established FRANK as the expert on drugs and encouraged young people to contact FRANK if they had any questions about drugs. It also helped to build the FRANK brand:
KNOW FRANK LIKE FRANK TRUST FRANK
Conversation starters
FRANK touchpoints - Having a conversation with our audience
FRANK touchpoints: Being there when our audience wants to talk to us
Helpline Email Text
Search Website Literature in schools
Innovation: Taking FRANK touchpoints to our audiences
FRANK touchpoints: FRANK Bot
Instant messenging facts90% of 11-18 year olds use it
55% use it every day nearly 20% use
it at least five times a day
FRANK touchpoints: Social networks
Face to face, interactive communications, to reach the most vulnerable young people
Street marketing Stakeholder resources – guidance and collateral
FRANK Bus – visiting schools Stakeholders linking local activity to national campaign
FRANK touchpoints: Face to face
FRANK touchpoints: What next?
A FRANK sim card maybe?
FRANK behaviour change model to help prevent drug use – 2006 onwards
S u b jec tiv e N o rm s(Peers’ Behavior)
A ttitud es(Personal Vulnerability)
B e ha vio ra lIn ten tio n
B e ha vio ra lW illin gn ess
R iskIm ag es
R iskB e ha vio r
P re v io usB e ha vio r
S o cia lC om pa rison
Key behaviour change insights that have informed the FRANK campaign
Insight 1If a young person has previously used a drug they will use this experience to inform future drug taking behaviour
Behaviour can inform attitude
Contemplating Cannabis Class A New drugsCOMMS COMMS COMMS
Insight 2Communications can help prevent or stop the escalation of drug use
Insight 3• Focus on drugs that the audience are most likely to come into contact with and limit the level of exposure they have to messages on drugs that are not in their world
• Over exposure to these messages may create the impression that these drugs are common or ‘normal’ to use amongst their peer group (subjective norms); a perception that may encourage drug use
Contemplating11-14
Cannabis15-18
Class A15+
New drugsCOMMS COMMS COMMS
Insight 4• Younger adolescents (11-14) are heavily influenced by the peer group and social norms. Their drug taking is irrational, looking to the peer / social group to inform their decision whether or not to use a drug.
• Older adolescents (15+) think more rationally about the risks of drugs and their likelihood to use a drug is more informed by their perceived personal vulnerability, rather than irrational peer / social group factors.
Contemplating11-14
Cannabis15-18
Class A15+
New drugsCOMMS COMMS COMMS
Undermine image of drug user
Perceived risk of drugs Perceived risk of drugs Perceived risk of drugs
Creative and media strategies to help reduce drug use
Two case-studies:
1. Cannabis
2. Cocaine
Cannabis
Position cannabis as a dangerous drug
Cannabiscan cause mental health problems
Perception amongst some young people
that cannabis is a safe‘drug’
Audience: 11-14 year olds who are considering using cannabis for the first time
or have used it occasionally
PROBLEM KEY MESSAGESTRATEGY
Cocaine
Debunk the positive
cocaine myths by communicatingthe darker side to
cocaine
There are social and health risks to using cocaine
The new party drug (most
popular Class A drug). Surrounded by positive
perceptions of thedrug
Audience: 15-18 year olds who are considering using cocaine for the first time
or have used it occasionally
PROBLEM KEY MESSAGESTRATEGY
Evolution of FRANK to create behaviour change
Awareness
Affinity / Trust
Interaction
Perceptions Attitudes
BehaviourChange
Advertising between 2003-06 to establish the brand. Trust means more receptive to negative messages
Increase in FRANK touchpoints 2003-2010
Shift from brand building advertising to (more negative) behaviour change advertising (2006 onwards)
KPI’s
Success of the FRANK campaign – 08/09 results
Perceptions Attitudes
BehaviourChange
87% aware of the FRANK helpline
81% trust FRANK to provide them with reliable information
Awareness
Affinity / Trust
Interaction 341,972 calls to helpline, 3.46m web visits, 31,052 emails, 2.9m Bot conversations
Negative perception of a cannabis user increased from 7.2 in O6 to 7.7 in 09 (negative average out of ten)
Attitudes. The number of 11-14 year olds agreeing that cannabis is very likely to damage the mind of someone rose from 45% in 06 to 63% in 09
73% said the advertising made them less likely to take cannabis in the future.
Social marketing to young people – ‘Tips’ from the FRANK campaign
• Learn from the past (and others)
• Be honest and open with your audience to build trust – advertising deceit will be rejected
• Be brave to do the right thing (based on evidence)
• Create a two way dialogue and relationship with your audience –be interactive and make it easy for them
• Be clear on how you intend to create behaviour change and accept that this might be a long process
• Understand their world; be relevant in your communications
• Use media to reach them at the right ‘moments’
• Set KPI’s to measure the effectiveness of your activity and its contribution to behaviour change
Questions?