1. CHALLENGES AND SOLUTIONS FOR GOVERNMENT
WHEN ENTERING THE DIGITAL SPACE

2. What are we trying to achieve?
Culture that Culture that
supports risky supports low- risk
drinking and drug drinking in the short
use in the short and and long-term and
long-term. actively discourages
risky drinking and
drug use.
Education /
Persuasion
Strategies
Intentions Behaviour
Awareness Beliefs Attitudes
Control / Design
Strategies
Based on Ajzen and Fishbein Model

3. What media communication initiatives
have traditionally been used ?
Print
Analogue Radio
Analogue TV
Cinema
Outdoor
Internet
Digital TV
Mobile SMS Campaigns
Most public sector organisations are inactives that continue to rely on yesterday's technology to
address tomorrow's problems’. Web 2.0 applications offer unprecedented opportunities to achieve a
more simple, user-oriented, transparent, accountable, participative, inclusive, responsive, joined-up,
networked, and efficient government (Serrat, 2010).

4. How our target group is consuming media?

5. Why our approach needs to adapt?

6. Social Media Revolution 2 @ YouTube

7. How are our competitors using this medium?

8. How are our competitors using this medium?

9. Social media – do we have a choice?
Social media is all about sharing and interaction, so it is
important to ensure that the content is always fresh and enable
audiences to engage in discussions with the brand, product, or
service. It is important to note that our brand will be spoken
about online whether we are there or not. Today, businesses
have increasingly less control over the information available
about them in cyberspace and at times having neither the
knowledge nor the chance to alter publicly posted comments
provided by their customers (Kaplan and Haenlein, 2010).

10. What is their approach?
The 4P’s of Marketing:
The things that influence our decision to purchase:
Placement
Product
Price
Promotion
The alcohol industry has been extremely successful
in utilising these marketing principles.

11. What should our approach be?
The 4P’s of Social Marketing:
Things that influence our community’s health include changes in the
following:
People’s behaviour and choices
Product design and marketing
Design and marketing of places
Policies and political structures.
Digital media is a great medium to influence the community, but how do
we do it well?

12. Case study one: Camel Girl – quirky entertainment

13. Case study one: Camel Girl – quirky entertainment

14. Case study one: Camel Girl – quirky entertainment

15. Case study two: Drug Aware Pro - engagement

17. Case study three: Ecstasy Campaign – new
information

18. Case study three: Ecstasy Campaign – new
information

19. Case study three: Ecstasy Campaign – new
information

20. Case study three: Ecstasy Campaign – new
information

21. Case study three: Ecstasy Campaign – new
information

22. Case study three: Ecstasy Campaign – new
information

23. Case study three: Ecstasy Campaign – new
information

24. Principles we are learning to apply…
1. You must have a digital policy
2. Digital media takes time, training and resource
3. Understand the medium and the constraints associated with it
4. Research your audience in relation to issues and medium to determine your best
approach
5. Allow adequate time and budget to develop digital media initiatives
6. Testing is essential in order to determine any unanticipated consequences
7. Adequate approval processes are essential to protect all involved, as with any media
initiative
8. Your consumers need to have a voice, but this voice must be monitored
9. Evaluate and reassess
10. The digital world moves fast so we need to adapt with it and be prepared to use it
well.

25. THANK YOU