Designing Effective Media Campaigns

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Designing Effective Media Campaigns Using Social
Norms Theory
Presented by CSAPs Southwest CAPT
Community Cluster Trainings, Summer 2002
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What is Social Marketing? The application of
commercial marketing techniques to communicate
about health social issues. Social marketing
focuses on an identified target audience
attempting to persuade that audience, mainly
through various media, to adopt an idea,
practice, product or all three.
Community Cluster Trainings, Summer 2002
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The key to successful marketing is learning what
will work with the intended audience. Duh!
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The Four Ps of Social Marketing
Product knowledge, attitudes or behavior you
want the intended audience to adopt. Price what
intended audience must give up to receive the
programs benefits. Place channel or how the
message is disseminated. Promotion means of
persuading intended audience that the product is
worth the price.
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Blueprint for Social Marketing Campaigns
Communication Objective What are you trying
to do? Intended Audience Who are you
trying to reach? primary? secondary?
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Blueprint for Social Marketing Campaigns Cont.
Current Attitudes What does your intended
audience currently believe to be true
regarding your issue? Desired
Attitudes What do you want them to believe
differently? Desired Action What do you want
the audience to DO as a result of your
message?
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Blueprint for Social Marketing Campaigns Cont.
Primary Selling Proposition Whats in it for
them? Support What research, proof,
other resources or evidence exists to
support your message?
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Blueprint for Social Marketing Campaigns Cont.
Personality What kind of tone do you want to
utilize? Humor? Everybodys on board?
Educational? Somber? Success Indicators How
will you know you have been successful?
Source Early Often How Social Marketing of
Prevention Can Help Your Community, Jerry Jaker,
Central CAPT.
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Small Group Exercise Developing Communication
Objectives
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Characteristics of Effective Messages
Clear Consistent Credible Attention-getting Persua
sive Suggest a next step
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Characteristics of Effective Messages
Personally relevant Appropriately
appealing Culturally relevant Conveyed through
appropriate channels Developed in a variety of
formats Pre-tested
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Campaign Blunders

• Colgate introduced a toothpaste in France called
  Cue, the name of a notorious porno magazine.
  Not well received.
• Pepsis Come alive with the Pepsi Generation
  translated into Pepsi brings your ancestors
  back from the grave, in Chinese.
• Clairol introduced the Mist Stick, a curling
  iron, into Germany only to find that mist is
  slang for manure. Not too many people had use
  for the manure stick.

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What Are Social Norms?
Norms basic orientations concerning the
rightness or wrongness, acceptability or
unacceptability, and/or deviance of specific
behaviors for a specific group of individuals.
(Klitzner, M.,1998) Social Norms Theory states
that our behavior is influenced by incorrect
perceptions of how other members of our social
groups think and act. (Berkowitz, A., 2001)
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Perceived norms can have a substantial impact on
behavior through Compliance receive rewards,
provoke favorable reaction, avoid
punishment Conformity engage in acceptable
behavior
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Perceived vs. Actual Norm
We are frequently influenced by what we think our
peers believe or do (the perceived norm) rather
than their real beliefs or actions (the actual
norm.) Misguided perceptions lead to misguided
reality. By presenting correct information about
peer group norms, individuals are given
permission to act consistently with their
underlying values and beliefs.
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Examples of Social Norms Campaigns
Montana MOST of Us - Youth Tobacco Prevention
Project Young Adult Impaired Driving
Campaign Positive Community Parenting Norms
Campaign
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Youth Tobacco Prevention Project
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Young Adult Impaired Driving Prevention Campaign
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Guidelines for Social Norms Media Campaigns
The message is a social norm. Send simple, honest
messages. The normative message should jump out
at you. Adopt a positive message. Graphics grab
the eye, complement the text suggest a
story. Media that support power choice connect
with young people. The media must speak to the
target audience be culturally sensitive.
(Source National Social Norms Resource Center,
2001, www.socialnorm.org)
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More Social Norms Campaign Examples
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Small Group Exercise Developing Social Norms
Communication Objectives
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Take-Home Messages
Remember, media campaigns are just one component
of a comprehensive prevention approach. Adhere to
the blueprint for developing social marketing
campaigns. Design messages based on
characteristics outlined. Follow the specific
guidelines for developing social norms media
campaigns. Create a task force to develop your
media campaign. Keep in mind, effective media
campaigns contribute to project sustainability.
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Comments? Questions? Answers?
Community Cluster Trainings, Summer 2002