Figure from:Int Social Marketing Conf 2012

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Overview of Select Research informing the FloodSmart
Campaign
Following through on the need to emphasize consequences to homeowners, the current
“Home Personified” creative theme portrays homes as the actual people inhabiting them,
providing a clever way to convey the real destruction of a home, and the experience of a
family that is not financially protected from floods. This creative has been carried through all
communication channels beyond just traditional advertising, including earned media,
insurance industry and stakeholder materials, and outreach efforts. — Figure 11 Overview of Select Research informing the FloodSmart Campaign Following through on the need to emphasize consequences to homeowners, the current “Home Personified” creative theme portrays homes as the actual people inhabiting them, providing a clever way to convey the real destruction of a home, and the experience of a family that is not financially protected from floods. This creative has been carried through all communication channels beyond just traditional advertising, including earned media, insurance industry and stakeholder materials, and outreach efforts.

Related Figures (56)

References

Figure 1 Key characteristics of social marketing partnerships

A ppendix 1: Perceived Attributes of Familiar and Unfamiliar Brands

The reported average daily consumption levels were higher in the survey data (m=2.06,
SD=1.5) than the diary data (m=1.99, SD=1.20). The average level of alcohol consumption
reported in the survey was .07 standard drinks higher than reported in the diary (95% CI: -.62
to .48) more than diary-reported amounts, although paired samples ¢ test showed that this
difference was not statistically significant (4(15)=-.28, p=.79). It is important to note that this
difference is clinically significant (that is, for an older person with co-morbid conditions or
on certain medications the difference between, for example, 2 standard drinks and 2.7
standard drinks per day would have implications for their level of risk); and the lack of
statistical significance is the result of the small sample size. — The reported average daily consumption levels were higher in the survey data (m=2.06, SD=1.5) than the diary data (m=1.99, SD=1.20). The average level of alcohol consumption reported in the survey was .07 standard drinks higher than reported in the diary (95% CI: -.62 to .48) more than diary-reported amounts, although paired samples ¢ test showed that this difference was not statistically significant (4(15)=-.28, p=.79). It is important to note that this difference is clinically significant (that is, for an older person with co-morbid conditions or on certain medications the difference between, for example, 2 standard drinks and 2.7 standard drinks per day would have implications for their level of risk); and the lack of statistical significance is the result of the small sample size.

Appendix A. Alcohol Diary Drink Size Guide

If education expands awareness of options without increasing the chances that participants
will pursue them, and law constrains choices to the socially desired options (with possible
reactance), then marketing, Rothschild argues, offers an attractive middle ground in many
cases by allowing an exchange or trade-off between the rights and responsibilities of the
individual, and the needs of the community. By shifting the focus from preferred intervention
approach to a pragmatic assessment of the behavioural outcome required, Marketers,
Regulators and other ‘Managers’ are urged to a greater appreciation of the need to
accommodate the realities of target audiences with the suitability interventions if outcomes
are going to be achieved. Different interventions types may be cheaper, or more acceptable,
but are ultimately wasted if they fail to achieve the social goal that justifies them. — If education expands awareness of options without increasing the chances that participants will pursue them, and law constrains choices to the socially desired options (with possible reactance), then marketing, Rothschild argues, offers an attractive middle ground in many cases by allowing an exchange or trade-off between the rights and responsibilities of the individual, and the needs of the community. By shifting the focus from preferred intervention approach to a pragmatic assessment of the behavioural outcome required, Marketers, Regulators and other ‘Managers’ are urged to a greater appreciation of the need to accommodate the realities of target audiences with the suitability interventions if outcomes are going to be achieved. Different interventions types may be cheaper, or more acceptable, but are ultimately wasted if they fail to achieve the social goal that justifies them.

Table 1: Complementarities and conflicts between modern regulation (MR) and a sociz
marketing (SM) planning framework. — Table 1: Complementarities and conflicts between modern regulation (MR) and a sociz marketing (SM) planning framework.

FigureOne Mechanistic Structures versus Holistic Systems

The co-creational social ecological system for science ‘in’ society depicts a population-based
model of the 4Ps, whereby the communication and delivery of exchanges between up, mid
and downstream societal levels embody reciprocal, interconnected and adaptive processes. In
essence, social ecology is a big picture model concerned with the co-creation of top-down,
bottom-up and interactive behavioural solutions. The dominant mode of response is non-
linear (Chapman, 2004), requiring action within and between every level, encouraging
stakeholders to become effective agents of change in co-defining, co-contextualising, co-
sensing, and co-creating meaningful solutions to complex societal issues.
FigureTwo A Co-Creational Social Ecological System for Science ‘in’ Society — The co-creational social ecological system for science ‘in’ society depicts a population-based model of the 4Ps, whereby the communication and delivery of exchanges between up, mid and downstream societal levels embody reciprocal, interconnected and adaptive processes. In essence, social ecology is a big picture model concerned with the co-creation of top-down, bottom-up and interactive behavioural solutions. The dominant mode of response is non- linear (Chapman, 2004), requiring action within and between every level, encouraging stakeholders to become effective agents of change in co-defining, co-contextualising, co- sensing, and co-creating meaningful solutions to complex societal issues. FigureTwo A Co-Creational Social Ecological System for Science ‘in’ Society

Figure 1: A framework for facilitating behavioural change to build connectivity and develop
community engagement
References
eee

Abdul-Ghani, E., Hyde, K.F. & Marshall, R. (2011). Emic and etic interpretations of
engagement with a consumer-to-consumer online auction site. Journal of Business Research,
64, 1060-1066. — Figure 1: A framework for facilitating behavioural change to build connectivity and develop community engagement References eee Abdul-Ghani, E., Hyde, K.F. & Marshall, R. (2011). Emic and etic interpretations of engagement with a consumer-to-consumer online auction site. Journal of Business Research, 64, 1060-1066.

Within Model 2 Subjective Norms and Self Efficacy were significant, but Attitudes were not,
which is different to what Masser et al (2009; Forthcoming) and Robinson et al (2008) have
shown for general Australian donors samples. However, Armitage and Conner (2001) found
that Attitudes were not always significant predicators of intentions or behaviour within TPB
models. This suggests that for CALD communities’ attitude towards blood donation does not
impact on their donation intentions, rather intentions are driven by subjective norms and self
efficacy. Social marketers need to therefore seek to adopt different models of communicating
about blood donation, to focus on these drivers of behaviour.
Table 1: TPB and Revised Model — Within Model 2 Subjective Norms and Self Efficacy were significant, but Attitudes were not, which is different to what Masser et al (2009; Forthcoming) and Robinson et al (2008) have shown for general Australian donors samples. However, Armitage and Conner (2001) found that Attitudes were not always significant predicators of intentions or behaviour within TPB models. This suggests that for CALD communities’ attitude towards blood donation does not impact on their donation intentions, rather intentions are driven by subjective norms and self efficacy. Social marketers need to therefore seek to adopt different models of communicating about blood donation, to focus on these drivers of behaviour. Table 1: TPB and Revised Model

Appendix 2: RQ2 Regression Analysis Results

Table 1. Demographic data for focus group participants

*Self-reported

Secondary Research:

Figure 1: Red Dress Collection 2012 Fashion Show
ee eS SO

Recognizing that the target audience has many competing lifestyle demands, the campaign
harnesses commercial marketing techniques to reach women where they live and shop via
messages on product packaging such as Cheerios, articles in popular women’s magazines
such as Woman’s Day and Glamour, at local heart health screening events in shopping malls,
and on social networks such as Facebook and Pinterest. — Figure 1: Red Dress Collection 2012 Fashion Show ee eS SO Recognizing that the target audience has many competing lifestyle demands, the campaign harnesses commercial marketing techniques to reach women where they live and shop via messages on product packaging such as Cheerios, articles in popular women’s magazines such as Woman’s Day and Glamour, at local heart health screening events in shopping malls, and on social networks such as Facebook and Pinterest.

Figure 3: Real Women Wear Red PSA

Figure A: Diet Coke Package Featuring The Heart Truth® L og

a ee ae eee
Nagoya city has the fourth biggest population in Japan and is the capital of Aichi prefecture.
In 1999, the Nagoya city administration encountered a critical problem with increasing
garbage in the city. The city tried to resolve the situation by using technological
breakthroughs. They tried to search for new land for dumping and improving the technology
of incinerators. Elsewhere they tried to commission garbage separation, which selects some
resources from garbage, but it cost too much and had to be abandoned. There was no solution
but to ask citizens to do such garbage separation. This case examines how the local
government’s actions encouraged citizens. — a ee ae eee Nagoya city has the fourth biggest population in Japan and is the capital of Aichi prefecture. In 1999, the Nagoya city administration encountered a critical problem with increasing garbage in the city. The city tried to resolve the situation by using technological breakthroughs. They tried to search for new land for dumping and improving the technology of incinerators. Elsewhere they tried to commission garbage separation, which selects some resources from garbage, but it cost too much and had to be abandoned. There was no solution but to ask citizens to do such garbage separation. This case examines how the local government’s actions encouraged citizens.

The solution to the garbage problems in Nagoya city during the former Mayor Matsubara’s
incumbency was brought about by cooperation between the local government and citizens.
Even in a city with a population of over two million, it is possible for citizens to come
together over environmental issues. Many cities that have struggled with the same problems
would like to know how Nagoya city could do it.
This case has already received a lot of coverage. The amount of garbage was reduced to
980,000 tons, a 14% reduction, and land reclamation for garbage was 60,000 tons, a 77%
reduction. — The solution to the garbage problems in Nagoya city during the former Mayor Matsubara’s incumbency was brought about by cooperation between the local government and citizens. Even in a city with a population of over two million, it is possible for citizens to come together over environmental issues. Many cities that have struggled with the same problems would like to know how Nagoya city could do it. This case has already received a lot of coverage. The amount of garbage was reduced to 980,000 tons, a 14% reduction, and land reclamation for garbage was 60,000 tons, a 77% reduction.

Figure 2: PR Coverage of the Sun Sound launch.

Everyone: Eat two fruit and five vegies every day!
Aunty: Keep your family healthy and strong!
Boy: ...and these BBQ vegies are yummy! — Everyone: Eat two fruit and five vegies every day! Aunty: Keep your family healthy and strong! Boy: ...and these BBQ vegies are yummy!

Appendix 1 - Website visitor increase

A/Project Manager, Skin Cancer Prevention
Cancer Institute NSW
The Wes Bonny Testimonial Campaign:
Increasing the Salience of the Susceptibility to Melanoma A mong Y oung People — A/Project Manager, Skin Cancer Prevention Cancer Institute NSW The Wes Bonny Testimonial Campaign: Increasing the Salience of the Susceptibility to Melanoma A mong Y oung People

Table I shows programs that have incorporated the Swap It, Don’t Stop brand. Donova Henley, 2003, refer to branding as ‘more than the name of the product or camp articulating the “branding attributes that are expressed in all aspects of the marketing Positive encouragement is the key strategy behind the

Discussion and C onclusion
Donovan (2011) discusses the benefits of using health promotion principles with elements of
social marketing to bring an ‘innovative mindset to program planning.’ This project has
applied elements from both disciplines to develop a framework to plan and implement
community based social marketing program. Health promotion programs that addressed
chronic disease were selected and co-branded under Swap It to provide the place, promotion,
product, price under the marketing mix. — Discussion and C onclusion Donovan (2011) discusses the benefits of using health promotion principles with elements of social marketing to bring an ‘innovative mindset to program planning.’ This project has applied elements from both disciplines to develop a framework to plan and implement community based social marketing program. Health promotion programs that addressed chronic disease were selected and co-branded under Swap It to provide the place, promotion, product, price under the marketing mix.

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