social media case study: boosting the uptake of mmr vaccination
TRANSCRIPT
East Sussex County Council & NHS
Public health behaviour change social media case studyBoosting the uptake of MMR vaccination
CHALLENGE
Use social media to boost the uptake of the MMR vaccination in children under 5 in East Sussex and support the on-going campaign to raise awareness of the safety and importance of the MMR vaccine
Simply trying to tell people to change, or giving them information and expecting them to act on it, may not work if you forget to consider the benefits people derive from certain behaviours. The Guardian (March 2011)
INSIGHT
A variety of factors influence behaviour
Personal factors• Knowledge and awareness – people don’t
have a good understanding of problem or MMR, recent boycott
• Attitudes – view on importance of MMR• Habit – whether or not their other children
had it• Perceived behavioural control – whether
having MMR will make any difference• Emotions – fear of jabs, belief in
probability of occurrence
Social factors• Norms – how does their action fit within
their peer groups/community
Local and wider environment• Travelling to the GPs• Attending with multiple children• Non-English speakers
INSIGHT
WHAT WE DID
Our strategy for this campaign was to create a social movement around ‘making a difference to the lives of children in East Sussex’.
Within this movement we launched the MMR campaign.
We created Share a Smile Sussex. Its aim was to make a difference to the lives of children in East Sussex.
We encouraged people, particularly parents, to help spread the word about public health issues regarding children, starting with the MMR vaccination.
WHAT WE DID
We developed clear messaging, branding and a value exchange for the MMR campaign. We planned to influence personal factors such as Awareness and Knowledge, but also social factors such as Norms.
WHAT WE DID
We created a Facebook page and launchedthe MMR campaign within it
WHAT WE DID
We built an audience through on and offline advertising. This served to both get the MMR message across and encourage people to help spread the word.
WHAT WE DID
The poster was displayed across East Sussex in public places such as Libraries, Sure Start Centres and GP surgeries.
Supporters could help spread the word using our Facebook app and help local children’s charities with fun days out for children in need
They shared the message with their Facebook friends on their newsfeed
Users could choose a local children’s charity they would like to support
WHAT WE DID
They could also help spread the word by simply sharing messages from the Facebook page wall
Many users preferred to directly share a message with their Facebook friends
WHAT WE DID
We drip-fed messages and stories about MMR without becoming repetitive
WHAT WE DID
We interspersed this with regular content of value to the audience of parents beyond the health message. This content fitted as part of the aim to make a difference to children’s lives.
WHAT WE DID
The project is still in progress, so we don’t have detailed results we can share as yet, but so far...
In the first 4 weeks, the MMR message has reached over 60,000 people on Facebook in East Sussex. (This does not include the reach of the offline advertising/posters etc.)
People are starting to actively join the campaign and share the MMR message with their friends.
We will update this section with more results as soon as we can.
IMPACT
62,956
Reach of MMR message on Facebook in first month
Qube and East Sussex County Council
• Qube has partnered with East Sussex County Council on a number of projects using social media to change behaviour and engage with the public
Qube Media
A leading social media agency with a focus on behavioural change
Contact us if you would like to understand the new marketing landscape and to discuss how we can help you engage the public
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