"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