Evaluating your social marketing campaign
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Social Marketing Conference: Changing Behaviour Through
Communications
30 November 2011
www.charitycomms.org.uk
www.twitter.com/CharityComms
www.facebook.com/CharityComms
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www.thensmc.com
Evaluating social marketing
Patrick Ladbury
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Evaluation - Simples!
• What behaviour do you want people to do?
• Which people do you want to do that behaviour?
• By when?
• How can we measure it?
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An evaluation plan
Questions to ask
• What are we measuring?– Changes in knowledge, attitudes (intention, priority)
and behaviour• What are we measuring against?
– What are our baselines or controls? • Who is doing the measuring?
– Do we need any independent input?• When do we do the measuring?• Can we turn the outcome into an economic ROI?
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An evaluation plan
Different types of evaluation
TYPE Definition
FORMATIVE Done throughout the development of a project to pre-test (or ‘sound out’) aspects with the audience or stakeholders. Keeps you on track in terms of what will work with the target segment.
PROCESS A review of how the project was managed – usually involving key internal and external stakeholders.
ECONOMIC Evaluating cost effectiveness , return on investment and value for money
IMPACT (or Output)
Measures the changes that have happened directly as a result of our intervention. These are likely to be changes in knowledge, awareness and, most importantly of all, behaviour
OUTCOME Seeks to link the short term actions (impacts) with the longer term benefits (outcomes)The changes in behaviour will have been encouraged in order to meet a wider, or longer term benefit.
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An evaluation plan
Impact and Outcome
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An evaluation plan
What are we measuring? How are we going to measure it (method)?
What needs to be done?
Who by?Resource needed
When by?
IMPACT - Knowledge
IMPACT - Attitude
IMPACT – Behaviour
OUTCOME –
Template
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A step by step approach
Planning a behaviour change intervention using Social marketing is a step by step process
Using the process helps to ensure more efficient and effective interventions and better use of resources.
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A number of young people under 16 were regularly drinking alcohol on the streets of North Tyneside at the weekend.
The number of ASBOs handed out by police was increasing as were the number of complaints received by residents who were feeling less safe on the streets.
.
Getting started: example
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Research led to other areas that impacted on the issue and that needed evaluating.
• Alcohol sales to young people
• Attendance and activities at youth clubs
• Young people’s drinking levels
Scoping: example
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All
smokers
Smokers
who want
to quit
Smokers
who try
to quit
Smokers
who quit
using
support
Smokers
who
succeed
Smoking cessation services
100% 45%70%* 23% 2.7%
Triggering action
Making quitting more effective
Driving motivation
*NB figures relate to all smokers.
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Intervention Mix – Tobacco Control
SUPPORTGive people the means to change
Better NHS Stop Smoking Services
“Quit Kit” for cold turkey - quit plan, information about medication, details for their local stop smoking services.
DESIGNChange physical context
“Pop Up” cessation services in targeted areas e.g. 360 Asda supermarkets
Over 200,000 people signed up to online communities
INFORM/EDUCATEProvide information
Normalising NHS Stop Smoking - designed “for people like me”
Focus on fact that their children 3 times more likely to start
CONTROL/COMPELIncentivise/Disincentivise
Legislation to end tobacco displays in shops
Using tax to maintain high price
Plain packaging of tobacco products
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The Results
• 480,000 Quit Kits ordered
• 95% new contacts for the CRM database
• 3 million smokers attempted to quit –08/09
• Nearly 220,000 stayed quit 1 year later
• Budget of £21,115,194 (down 22%)
• 3 year payback of £73.5 million
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Past evaluation work: example #1
Measurement Method Timing
Formative Qualitative Development
Outcome Questionnaire – pre and post
Knowledge, attitudes, behaviour (intended
and actual)
Development &
evaluation
Process Benchmark criteria
Horizon scanning
Stakeholder interviews
Emerging key insights, opportunities and
threats
Development,
implementation &
evaluation
Event monitoring Number of attendees
Impact on knowledge/awareness &
behaviour
Implementation &
evaluation
Media analysis Content analysis – qualitative
Impact – n
Web analysis
Implementation &
evaluation
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Past evaluation work: example #2
Measurement Method Timing
Awareness and
experience of quitting
Quantitative survey:
Awareness and experiences
Development &
evaluation
Process Benchmark criteria
Horizon scanning
Stakeholder interviews
Emerging key insights,
opportunities and threats
Development,
implementation &
evaluation
Service delivery
evaluation
Qualitative Development &
evaluation
Customer journey
mapping
Observation, including
assessment of sign-posting
Development &
evaluation
Telephone helpline
monitoring
Quantitative survey Development &
evaluation
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17
Take Charge – Take the Test
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New HIV diagnoses in
2006
African Americans make up 13% of the total population
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Get an HIV test within 3 months of having unprotected sex
What behaviour?
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Key Insights
• Fear of results & stigma are main barriers
• Strong family and church ties
• Everyday burdens outweigh concerns about
HIV (e.g., children, work, bills, etc.)
• Concerns about partner’s sexual behaviour are
significant
20
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Key Message
• Look out for yourself – Take Charge. Take the Test
• Emphasized:
– Danger from their partners risky behaviour
– Empowerment that comes with getting tested
– Availability and convenience of testing
– The “norm” that others were getting tested
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• Targeted advertising – radio, direct mail, outdoor
• Drive people to free HIV testing locations
• Toll free line & website
• Community outreach targeted key influencers (beauty salon owners etc)
• Community “rapid HIV testing” events
• Focus on “normalizing” testing
The Marketing Mix
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The Results
• Significant increase in awareness and intention
• Increased testing rates by nearly 70%
• Calls to the HIV hot line rose 290%
• Set new records for the number of HIV tests conducted in one day
• No significant impact on use of existing HIV testing services
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Key Lessons
• Rapid testing events in the community were the
key to success
• They helped to reduce the “Intention – Action”
barrier
• Greater support for cities to expand the number,
reach and impact of these events
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Value for Money
• VfM is about getting the best health possible for the resources available
• Short term vs. long term impact
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Measuring Health Gain, Costs and Savings
• Health Gain is measured as QALYs
– 1 QALY = £25,000
• Costs to all stakeholders: Local Authorities, Government, NHS, Employer
• Savings from long term reductions in costs to
the stakeholders
• Health Gain of behaviour change is taken from WHO Global Health Risk report– NICE used this data, in conjunction with their evidence
base
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Using the Tool: Data Needed
• Baseline data for behavioural goal
• Cost of intervention
• Number of people in target segment/audience
• Post intervention data
– E.g. number of quitters
– Age
• % of target audience with high levels of
disadvantage
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Conclusion
• Continuous evaluation
• Measuring behaviour which counts
• Who needs to know
• How to sing!