Designing a Social Marketing Campaign

							  Using Research to Design and
   Evaluate a Social Marketing
           Campaign
• Research to identify communication vision
  and objectives
• Research to identify audiences
• Research to develop creative images
• Research to identify potential leverage
  opportunities
• Research to evaluate effectiveness
 What kind of campaign?
 Multi-media integrated campaign saturates
market to inform public about:

 How to get help: 2-1-1
 Stigma: truth vs. myths
 Gaps in understanding (e.g.warning signs)
            Vision Statement
• To utilize traditional media to promote 2-1-1
• To utilize non-traditional media and community
  specific promotions (e.g., Plant City)
• To obtain a large amount of ―free‖ psa advertising
  and benefits from the media outlets as a way to
  support their community
• To increase awareness of mental health concerns
  among youth
• To increase use of 2-1-1 parent helpline for this
  population
                  Objectives
• Concentrate higher media dollars during stressful
  months for parents –Christmas holidays, spring
  break, Summer
• Build on media blitz started in September 2002
• Branch out into specific geographic areas with
  community relations activities and targeted
  communications in Spanish
• Continue to use frequency of message to help
  dispel the stigma of asking for help for your child
           Family Research
           via Focus Groups
• Five focus groups with over 80 parents total
• Recruited and conducted by professionals
• Parents with children aged 6-12, over and
  under $30K income
• Parents with children aged 13-16, over and
  under $30K income
     Objectives of the Research
 • To gain insights into families lives that have
   children who suffer with emotional and
   behavioral issues.
 To assess different communication messages
  among parents.

 Determine which communication messages
have
  the most impact among parents.
Admitting your child needs help is
   difficult for most parents.
 The image in this headline was
 extremely powerful in capturing
 parents attention. This image alone
 made many parents feel sorry for the
 little boy, and it made them want to
 reach out to help him. In addition,
 many parents identified with the
 message of admitting it is time to get
 help for their child.
   “It’s hard to admit that you need to get help…this
    tells me that it is okay to ask for it.”
Normal or Not raised doubts and
    made parents curious.
  This headline communicates to
  parents that their child could look
  unusual in appearance, yet still be a
  normal child.
     “This would make me call… She could be
     normal…a lot of kids are piercing body parts…I’d
     call to see if this is normal…in my mind it isn’t”

     “My 21 year old daughter has piercings and she is a
     normal…but, the picture would make you stop and
     take notice.”
     Listing warning signs gave
 information on when to seek help.
The message in this headline
helped parents realize that any of
the symptoms listed could be a
signal to them to get help.
   “This is very concrete…it tells me that if you
   answered yes to any one of these questions,
   your child might need help…this is good
   information to have…it let’s me know I’m not
   ignoring problems.”

Even with warning signs listed, there
were some parents who still felt they
would have to answer “yes” to more
than one symptom to seek help.
  Moderator’s Recommendations
• Start with warning signs information, but use
  more engaging visuals for at least 6 months.
     • After the initial introduction of 211 for treating
       emotional and behavioral issues, transition to more
       emotionally triggering advertising.

 Main message -- these are signs that should be
  taken seriously. Parents need to get help for their
children. Calling 211 will provide them the help
they need.
• Try to quantify for parents how long a
  behavior can continue before they need to
 Moderator’s Recommendations

 • Reassure parents they are not failures if they seek
    help.
 Do not use the term “mental health” in the
  communication pieces. It is better to use the
  term “emotional issues.”
 Assure parents that their information will
 remain confidential, and that they can call
 anonymously if they wish.
 Use experienced professionals to staff the
 phone lines
 Moderator’s Recommendations
• Using a multi-media campaign to introduce
  211 is critical.
  Would help reduce the stigma of mental health.
     Parents are likely to feel more comfortable about
     seeking help for their child if mental health could be
     de-stigmatized like AIDS and homosexuality.

  Would make parents aware of who to call.
     Currently parents are at a loss when it comes to who
     to call for comprehensive help for emotional and
     behavioral issues for their children.

  Will educate parents/caregivers of early warning signs.
     Parents will be less likely to dismiss early warning signs as
     “phases” and recognize them as cries help.
        Task Force Decisions
• Billboard: Angry female teen with pierced
  tongue
• Parent Guide: Lonely boy in school hall
• Newspaper ad: Checklist
    Advertising Plan – mediums to
              be utilized
•   Cable Television PSAs in Hillsborough County
•   Movie screen advertising
•   Mainstream and ethnic Radio
•   Newspaper ads
•   Outdoor billboards,
•   Print- Flyers and posters targeted to specific
    communities (e.g, Plant City) and to specific
    groups (churches, physicians)
      Months to Advertise

Heavy advertising flights occur December
 – January, March – May.
Keep message fresh in the other months
 with PSAs, billboard coverage,
 sponsorship mentions on cable, and radio
 PSAs
     Responding to Calls from
       Families and Youth
• Assure that all involved staff are well
  trained and understand goals
• Train community on new access point
• Develop screening protocol--train again
• Coordinate with other providers
• Develop plans for call volume increase
• Evaluate after six months
   Evaluation of Effectiveness:
         Online Survey
• 456 individuals completed on line surveys
  (>95% confidence level)
• Surveyed male/female parents, aged 25-54,
  resident > 1yr, child aged 5-17 living at
  home
• Care taken to include minority and low
  income respondents to ensure adequate
  representation
More Data on Saturation

        Leveraged Media Buys
  • 3.6 million gross impressions
  • Reaching 81% of target audience (parents
    between 25-54)
  • Frequency of exposure: avg. 9 times
  • Net Reach: 370,478 persons
  • Cost: 11.8 cents for radio buys
   Findings of Social Marketing
            Evaluation
• Are you aware? 56% with annual income
  <$25,000 knew of 2-1-1 Parent HelpLine
• How did you hear? 21% billboard, 15% radio,
  13% friend, 12% television
• Where to go for help? 29% professional, 19%
  school counselor, 18% doctor, 13% Parent
  HelpLine
• Why call 2-1-1? 46% said ―free w/ trained
  professionals‖; no where else to turn-18%;
  confidential-18%
             More Findings
• Mental Health a problem? Very BIG
  problem 46%; only 4% reported not a
  problem at all
• Concerns about calling? Privacy and
  confidentiality are paramount—speaking
  with a professional and no cost also critical
  components in decision to call