Lee Nancy - Good Works

8/8/2019 Lee Nancy - Good Works

1/45

Brighton & Hove City, England, 29 30 September 2008


2/45

Where we are nowGood Works and So Do the 4Ps. Sharing SuccessStories from the U.S.Nancy LeeUniversity of Washington, Seattle, USAand Social Marketing Services, Inc., USA


3/45

& So Do& So DoThe 4Ps !The 4Ps !


4/45

WASHINGTON STATE #1

WashingtonState

#1 !

WashingtonState

#1 !


5/45

FOUR SUCCESS STORIESFOUR SUCCESS STORIES1. Tobacco Cessation2. Pedestrian Safety

3. HIV/AIDS Testing4. Litter Prevention


6/45

FOR EACH STORYFOR EACH STORYTarget AudienceBehavior Objective

Guiding Theory4Ps

Results & ROI


7/45

TOBACCO CESSATIONTOBACCO CESSATIONSituation: Washington State Year 2000: 1 million adult users

$1800 taxpayer cost per smoker/per year

Target Audience :70% wanting to quit

Behavior:Call the Quit LineTheory:

Stages of Change


8/45

Quit counselorQuit plan

Quit kitQuit resources

PRODUCT PRICE PLACE PROMOTION


9/45

Toll Free Num ber

Free Counselor

Free Quit Plan K it

Online Calculator



10/45

PHONE7 days a week

5am 9pmMessage 24/7

WEB SITEWorksheetClick to Call button



11/45

MessagesEncouragingUnderstandingAssuring



12/45

Media ChannelsTelevisionOutdoor

PostersBrochuresWallet cardsBar coastersWorkplace activities

Fax from physicianPublicity



13/45

RESULTS & ROIRESULTS & ROISeven years later 100,000

th

call13% of callers quit

State cost per quit: $830State savings per quit: $1800/year

235,000 fewer smokers in stateFrom 22.4% to 17% usersFrom 20 th to 5 th in nation


14/45

PEDESTRIAN SAFETYPEDESTRIAN SAFETYSituation: City of KirklandPedestrian flags since 1996

11% usage in 2007

Target Audience :Workers, shoppersBehavior:

Use a flag every timeTheory:

Health Belief Model:Barriers Focus


15/45

BARRIERSBARRIERSWhat are they for?No flags on my side.

Holder hard to use.I feel safe.


16/45

Old Design New Design



17/45

Adopt a CrosswalkPartners



18/45

Improving Access



19/45

Drink Coasters Posters



20/45

Downtown Banner Sidewalk Stencils



21/45

RESULTSRESULTS5 Months Later5 Months Later

68% Increase18.5%11.0%% Usage

64% Increase438267# Flags

3% Decrease23632426

# People /Groups

% CHANGE20082007


22/45

HIV/AIDS TESTINGHIV/AIDS TESTINGSituation: King County, WA

About a third of positives dont know itKnowing positive changes behaviors

1996 declining testing ratesTarget Audience :Customers at Gay Bath Houses

Behavior:Get tested

Theory:Ecological Model


23/45

PRODUCT:Oral rapid testing

Results in 30 minutesCounseling



24/45

PRODUCT:Oral rapid testing

Results in 30 minutesCounselingPRICE:

Free



25/45



26/45



27/45

RESULTSRESULTSTested 1559 ( 2003 2007)33 positives (2.1%)

1% considered cost effectiveUnexpected benefitReturn for partner helpReturn for early treatment counseling


28/45

LITTER PREVENTIONLITTER PREVENTIONSituation: Washington State 2001

16 million pounds of litter/year (Just on roads)$4 million for only 25%

Target Audience :20% tossing stuff or not securing loads80% watching!

Behavior:Proper disposalReport littering

Theory:Social Norms


29/45

Toll-free Hotline Web site to Report



30/45

PRICE:Highlight finesHotline & Web site: Free



31/45

PRICE:Highlight fines

Hotline & Web site: FreePLACE:Available 24/7



32/45



33/45

RESULTS & ROIRESULTS & ROIOutcome :Calls to Hotline: Almost 15,000/yearImpact

2003-200724% Reduction (From 8 to 6 tons)


34/45

Cost Benefit AnalysisCost Benefit Analysis$1.00 spent on prevention = 6.88 lesspounds of litter

Picking-up 6.88 pounds = $3.37


35/45

ICING ON THE CAKEICING ON THE CAKE


36/45

IT TOOK ALL 4PSIT TOOK ALL 4PS

Integrated Mix

Testimonials

HealthcareProviders

Promotion

Line: 5am-9pmWeb site: 24/7

Place

Toll FreeSavingsMedications

Price

Quit LineQuit KitQuite Counselor

Product

TobaccoQuit Line


37/45


Drink coastersBannersNewspaperStories

PostersPartner mention

Integrated Mix

Testimonials

HealthcareProviders

Promotion

Buckets to easeuse andcloser tocrosswalk


Place

Discount couponsfrom Partners


Price

Improved FlagsQuit LineQuit KitQuite Counselor

Product

PedestrianFlags

TobaccoQuit Line


38/45


Web sitesStaff



Integrated Mix

Testimonials

HealthcareProviders

Promotion

Bath HousesBuckets to easeuse andcloser tocrosswalk


Place

FreeDiscount couponsfrom Partners


Price

Rapid testsImproved FlagsQuit LineQuit KitQuite Counselor

Product

HIV/AIDSTesting

PedestrianFlags

TobaccoQuit Line


39/45


Road signsRadio adsTV adsOutdoor

Posters

Web sitesStaff



Integrated Mix

Testimonials

HealthcareProviders

Promotion

24/7Bath HousesBuckets to easeuse andcloser tocrosswalk


Place

FreeFines

FreeDiscount couponsfrom Partners


Price

HotlineRapid testsImproved FlagsQuit LineQuit KitQuite Counselor

Product

LitterHIV/AIDSTesting

PedestrianFlags

TobaccoQuit Line


40/45

WASHINGTON STATE #1WHY #1?WHY #1?


41/45

WASHINGTON STATE #1 What are theydoing in

WashingtonState?

What are theydoing in

WashingtonState?


42/45

WASHINGTON STATE #1 What are theydoing in

WashingtonState?

What are theydoing in

WashingtonState?

We useSocial

Marketing!

We useSocial

Marketing!


43/45

A REQUIRED COURSEA REQUIRED COURSE


44/45

THANK YOU!THANK YOU!


45/45

Where we are now

Lee Nancy - Good Works

Documents

Transcript of Lee Nancy - Good Works