leonito social marketing (with notes)

2-Dec-08 ©2008 Leonito JSC 1

Aaron Everhart

Account Director

A partner of GREY group, a WPP Company

#10 Ho Ham Long Alley

Lane #1 Au Co StreetTay Ho District, Hanoi, Vietnam

O +84 (4) 3 719 1459

F +84 (4) 3 718 4989

M +84 (0) 907 144 561

[email protected]

[email protected]

www.leonito.com


Social Marketing - iBCC

Presented toDisaster Management Working Group

Welcome. My name is Aaron. I’m from a company called Leonito. In just a moment, I will explain to you about us and what you will gain from today’s talk. But first I’d like you to know that my talk covers a lot of material, but still will last only about 30 minutes, including Q&A; therefore please write down your questions, and I’ll be happy to answer them at the end if there’s time; if there’s no time, I will give my email and telephone to you later.

• 2 Years• 30 Projects• 17 staff Hanoi• 55 staff HCMC• 100% Vietnam

I am from Leontio / Grey group, a communications company. We develop integrated behavior change communications campaigns for commercial entities, governments and NGOs. At the end of my talk, I’ll share with you a bit more about our organization and our focus.


Purpose

• Value of Integrated Communications• Commercial vs. Social Marketing• Good vs. Great Campaigns

Now I will share with you the purpose of today’s talk. After that, we’ll take a quick look at today’s agenda.

We all work for organizations with specific organizational goals, and communication is how we share and bring those goals to life. Communication is used to do everythign from sharing a grand vision to implementing specific project tasks that work towards a project output. Integrated communications builds upon a brand platform so that the values of an organization are expressed consistently and clearly at every point of contact with a target audience.

Marketing is a catch‐all term we used to mean selling something to somebody. We maybeselling an idea or a product, or a desired behavior. So for social marketing we are using commercial marketing tactics to deliver socially beneficial ‘product’.

A good campaign looks nice and is fairly consistent. A great campaign is based on insights about a specific target audinece. What is their emotional mind‐set? What drives their current behavior? Answering these questions we build a brand that touches their heart and mind together. A great campaing is not only memorable but also stimulates action…and thus enables organizations to achieve their business and organizational goals.

Today you will learn about Social Marketing and I’ll share with you three case studies. You will understand how you might use Social Marketing to achieve your own organization’s goals.


Agenda• Background• What is “Social Marketing”?• Cases

– Play it Safe by the Water (Victoria, Australia Government)– Building a Better Today for a Safer Tomorrow (DIPECHO / Care

International)– Five-Clean Fingers (World Bank / WSP, Vietnam M.O.H.)

• About Leonito/Grey• Q&A


What is Social Marketing?


Create a BrandSell a Product

Marketing starts with a brand that has been created.

A brand is a promise of quality, service, and other attributes. Brand expressions are both tangible and intangible.


socialcommercial

time, effort, social “cost”price

apathy, ignorance, skepticism, myths,social norms, media & entertainmentcompetition

persons (potentially) practicingtarget audience

behavior-changing social normproduct

The same communications principles apply to supermarket brands and social issues alike…

People won’t buy into a social marketing “brand” if it costs too much in terms of time, effort or change of attitude


A “brand” is an entityyou have a relationship with

People can have a relationship with Coca‐Cola and another with Oxfam

“Entities” can be products, organizations, causes, even celebrites are a brand.


Belief Drives Behaviors

• Coke is refreshing• Pepsi is fun• Toyota is best• Handwashing with soap protects my child • Turning off the light preserves the planet• Organizing a safety meeting will save lives

With a supermarket brand, we are asking people to do something

With a social brand you are asking them to feel something differen t‐change they way they feel about the potential outcomes to others

That’s why it’s much harder; we have to understand the steps to take to get to your goal: behavior change which is a result of your ultimate goal: belief change


Put a mirror in front of your audience

Reality television is actually as unrealistic as you can getReal issues are more impactful than created issues

But social marketing usually works best when it shows associated reality

The real issues (child abuse, breast cancer, etc.) are inevitably more shocking and impactful than anything an agency can contrive to attract attention

Emotion | Education | Enforcement – The three “e’s” is one model to consider when developing a campaign for something like drunk driving.

Focus, Opportunity, Access, Motivation – The F.O.A.M. model is used for public health programs

The Steps of Change is another good model.

The Transtheoretical Model (of Behavior Change ) – The TTM model is comprehensive model drawing upon several theories, used often for HIV/AIDS prevention programs.


That could easilybe done by me!

If its simple and powerful, then it probably took a lot of work to get that way.


Work needed to get simple• Research• Analyze• Strategize• Create• Test• Implement• Measure• Repeat

This is the criterion by which communication must always be judged is based on research

Research is essential ‐ as a reality check to ensure people can put themselves in the campaign

The campaign must hold absolutely inescapable, heart‐touching truths for the audience


Brands, Ads, Activations & PR• Create a brand

do our values match?

• Talk about yourselfquestioned

• “Go for a coffee”understood

• Others talking about youbelieved

Create a brand – do our values match?

Talk about yourself – when you talk about yourself you may be questioned…are you true? do I identify with you? Are you relevant to me? Do I esteem you?

“Go for a coffee” – understood – when you activate with someone, you help them understand you better, tactics include events, trainings, road shows, on‐trade promotions

Others talking about you – believed – when others talk about you, don’t forget the power of PR

Media and “direct activation” created relations are vital, they blend advertising and marketing into real brand experiences

Stories and comments about issues explored in advertising makes the campaign a part of the fabric of society


Cases


Srategy: Serious, but fun

• Present dangers simply but impactfully

• Set context for wide range of materials

• Unifying campaign message & three environment messages

1. Pool – Never take your eyes off

2. River – Check it’s OK to swim

3. Beach – Swim between the flags

The strategy

Nobody wanted to scare people away from the water (any more than the TAC wants to stop people from enjoying a beer). So the strategy was serious, but fun.

The dangers had to be presented very simply, very impactfully and very cohesively across beaches, rivers and pools.

The main media campaign had to set the context for a large range of information material for many different community groups.

The unifying message, Play it safe by the water, launched in 1998 still spearheads the campaign today. Under that banner three messages were tailored to specific environments:

• Pool – Never take your eyes off

• River – Check it’s OK to swim

• Beach – Always swim between the flags


More than TV• $1.08m equivalent media

exposure• Logo• Education Kit• Brochure• Create/Promote Water

Safety Week• PR program• Signage• Multi-lingual materials

There was much, much more to this project than a TV and press campaign. For example Grey’s PR agency was intimately involved from day one and in the first year we generated media exposure that was equivalent to a $1.08 million advertising spend.

The print component was massive, and included such items as a 251 page Primary School education kit.

Here is a list of some of the other communications elements that Grey coordinated and produced:

• 36 page colour brochure delivered to all Victorian Households (and produced in an extraordinary four weeks, go to whoa)

• Design of a logo for the campaign, Design of beach safety signage

• Creating and promoting a Water Safety Week

• Four weekly four page liftouts in the Herald Sun

• Media kits, letterheads, releases etc

• Airport signage and coordination with tourist organizations

• Non‐English print commercials


Play it by the numbers

• In the first year of the ‘Play it safe’campaign, in all its manifestations:– A 44% reduction in drownings, overall– 5 beach drowings compared to 20 the

previous year– Zero spinal injuries compared to 12 the

previous year• 10 years later, campaign is still running

How it worked

Of course there are many other contributing factors, but the first year of the ‘Play it safe’campaign in all it manifestations resulted in a 44% reduction in drownings. On the beaches the reduction was even more dramatic – a drop from 20 to 5. And there were zero spinal injuries compared to 12 the previous year.


Design advertorial around key message of “Disaster Preparedness saves lives and Europe is supporting those exposed to risk with financial assistance and expertise”

Identify appropriate in‐flight magazines of airlines flying to Southeast Asia and negotiate advertisement space with them

Ensure publication of advertorial


• Raise Awareness• Triple audiences

– Policy advocates– EU tax payers– Regional population

Strategy: 1 picture saves 1000 lives

To raise awareness of the need for disaster preparedness and Europe’s support to do so among airlines passengers in Southeast Asia, through advertorials in in‐flight magazines.

As passengers only flick through those magazines the advertorial needs to catch the eye though its design and photos to attract enough attention to read through a short explanatory text.


Strategy, Photography, Writing, Design

• Consider audience• Develop media plan• Photo art direction• Copy exploration• Testing• Layout• Fact checking• Manage release


300,000 Circulated

4,000,000 Audience


Brand Mark

• Color Trio• Behavior

Sphere• Brand Line

A bold and memorable Brand Mark

Its Colour Trio unifies the campaign across all touch‐points, from activations, to events, to public relations

Its simple, high‐contract graphic elements in the Behavior Suggestion Sphere create a visual signifier that triggers the target audience’s memory of key messages

The campaign Brand Line encircles the behavior suggestion sphere, to reinforce the key message further amongst target audiences


AdvertisingBehavior Suggestion Spheressuggest connection between healthy family and HWWS

Four Junctures Gridvisually and verbally reinforces critical HWWS occasions


Our TVC - We looked into Vietnamese cultural traditions and adapted a counting song that mothers sing to their young children. The result: an intimate, touching, and emotionally gripping film causing mass audiences to remember our key messages and act upon them.


Activations

• Launch Event• Road Shows• Edu-tainment

Events

Integrated educational entertainment shows introduced a caricature “Mr. Hand” and his friends who show with theatre the key campaign messages. Grey developed the entire program, including costumes, scripts, props, stage decorations and program flow. The shows were designed to be easily transportable and local actors were recruited and rehearsed and acted in each regional show, ensuring local dialects and intonation were used in delivery of the program. These tactics “bring the brand to life”, and maximize the effectiveness amongst the target audience.


Our wrap‐report explaining the campaign in detail for the WSP to use with stakeholder reporting. Our program and TVC were selected as a best practice for Handwashing with Soap iBCC programs and distributed globally via the program organizer’s headquarters in Washington D.C.


About Leonito / Grey

Our Currency is Ideas™


Europe, Middle East & Africa

AmericasArgentinaBrazilCanadaChileColombiaCosta RicaDominican RepublicEcuadorEl SalvadorGuatemalaHondurasJamaicaMexicoNicaraguaPanamaPeruPuerto RicoTrinidad & TobagoUnited StatesUruguayVenezuela

Global Reach • Local Touch461 offices, 148 cities, 96 countries

RomaniaRussia Saudi ArabiaSlovak RepublicSloveniaSouth AfricaSpainSwedenSwitzerlandTurkeyUkraineUnited Arab EmiratesUnited Kingdom (incl Ireland) UzbekistanZimbabwe

Europe Middle EastAfricaAustriaBelgiumBelarusBotswanaBulgariaCroatiaCyprusCzech RepublicDenmarkEgyptEstoniaFinlandFranceGermanyGhanaGreeceHungaryIsraelItaly

KazakhstanKenyaLatviaLebanonLithuaniaLuxembourg MacedoniaMoldova MoroccoNetherlandsNigeriaNorwayPolandPortugal

New ZealandPakistanPhilippinesSingaporeSri LankaTaiwanThailandCambodiaVietnam

Asia PacificAustraliaBangladeshChinaHong KongIndiaIndonesiaJapanKorea Malaysia


Leonito is part of GREY which handles 1/3 of the top 100 global brands


Our Proprietary Study


Our Focus – Getting Closer to the Peoples of Asia

Our Eye on Asia study takes a look at what motivates the peoples of Asia as well as what they want from their lives in the future.


16 countries across Asia Pacific– Quantitative: over 7,500 adults (20+)– Qualitative: over 300 in-depth, face-to-face ethnographic case studies– Context-supported extensive, in-market secondary research: Eye-on-

Vietnam™

2008 research findings include24 key “eye-sights” in 3 groups:– Lifestyle– Present & Future Aspirations – Consumerism & Communications

Our Proprietary Study


18 countries30 cities

Sri LankaColombo

TaiwanTaipei

ThailandBangkok

VietnamHanoiHo Chi Minh City

Hong KongHong Kong

IndiaAhmedabadBangalore ChennaiKolkattaNew Delhi Mumbai

CambodiaPhnom Penh

AustraliaCanberraMelbourneSydney

BangladeshDhaka

ChinaBeijingGuangzhouShanghai

IndonesiaJakarta

JapanTokyo

KoreaSeoul

MalaysiaKuala LumpurPenang

New ZealandAuckland

PakistanKarachi

PhilippinesCebuManila

SingaporeSingapore

Our Asia Pacific Region


hanoi ho chi minh city

55 Staff17 Staff

39


Our Clients

4040


public relations

brand strategy & advertising

direct & interactive

design & identity

horeca & trade marketing

activation & events

HoReCa- Hotels, Restaurants, Cafes


Contact us

[email protected]

grey.comleonito.com

A partner of GREY group, a WPP Company

#10 Ho Ham Long AlleyLane #1 Au Co StreetTay Ho District, Hanoi, Vietnam

O +84 (4) 3 719 1459F +84 (4) 3 718 4989M +84 (0) 907 144 561

[email protected]@grey.comwww.leonito.com

leonito social marketing (with notes)

Business

social cost

social marketing good

leonito jsc6

competition social norms

leonito jsc2 welcome

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staff hanoi

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