Social
Marke,ng
Approaches
Alcohol
Culture
Change
Project
Sarah
Saunders
VicHealth
Campaigns
Manager
20
October
2014

Social
Marke,ng
• ‘Social
Marke,ng
is
the
applica,on
of
commercial
marke,ng
principles
and
tools
where
the
primary
goal
is
public
good’.
Rob
Donovan,
2011
• ‘Social
Marke,ng
is
the
ac,vity
and
processes
for
understanding,
crea,ng,
communica,ng,
and
delivering
a
unique
and
innova,ve
offering
to
overcome
a
societal
problem’.
Sharyn
Rundle-­‐Thiele,
2011
• ‘Social
Marke,ng
is
the
applica,on
of
marke,ng
principles
to
shape
markets
that
are
more
effec,ve,
efficient
sustainable,
and
just
in
advancing
people’s
well-­‐being
and
social
welfare’.
Craig
Lefebvre,
2011

Principles
of
Social
Marke,ng
• Value
Exchange
• Recogni,on
of
Compe,,on
• The
4ps
of
Marke,ng:
Product,
Place,
Price
and
Promo,on
• Sustainability

Alcohol
Cultural
Change
Project
• Two-­‐year
project
funded
by
the
Department
of
Health
($2.6M),
through
the
Victorian
Government’s
Reducing
the
Alcohol
and
Drug
toll:
Victoria’s
plan
2013─2017
• Encourages
the
development
of
an
improved
drinking
culture
among
Victorians
16-­‐29
• Focuses
on
norma2ve
values
and
culture,
using
a
posi2vely
framed
approach.

Two
phased
approach
PHASE
ONE
Engaged
Victorians
in
a
frank
and
open
conversa,on
about
alcohol.
This
phase
started
the
discussion
on
the
role
alcohol
has
in
our
lives
and
gave
us
momentum
and
insights
for
phase
two.
PHASE
TWO
Use
insights
gained
through
phase
one
to
develop
a
large
scale,
mass
media
culture
change
campaign,
challenging
the
social
norms
around
drinking
and
taking
a
posi,vely
framed
approach.

Benchmark
study
findings
VicHealth
undertook
a
benchmark
study
in
2013,
prior
to
phase
one,
to
give
us
insight
into
the
Victorian
alcohol
culture.
The
findings
provide
a
baseline
to
measure
impact
of
the
project.
We
found
that
a
substan,al
number
of
young
Victorians:
– feel
pressure
by
others
to
drink
(42%)
– perceive
that
others
drink
a
lot
(46%)
– drink
at
risky
levels
– do
not
intend
to
get
intoxicated,
but
oaen
do
– expect
that
alcohol
will
be
an
important
part
of
a
wide
array
of
events
– would
be
disappointed
if
alcohol
wasn’t
provided
at
many
of
these
events
– accept
intoxica,on
both
in
general
and
at
some
events.
(Social
Research
Group
2013)

Campaign
phase
one:
NameThatPoint
• Ran
from
5
December
2013
–
30
April
2014
• The
website
engaged
the
public
in
an
online
conversa2on
about
alcohol
culture
in
Victoria
• State-­‐wide
adver2sing
drove
traffic
to
the
campaign
website
• Hugely
successful
with
over
45,943
unique
visitors
to
the
website
and
20,735
return
visitors.
Over
140,000
YouTube
views
• Provided
insight
for
development
of
phase
two
around
mo,vators
and
barriers
to
change.

Phase
two
concept
–
No
Excuse
Needed
CONCEPT
Normalise
moderate
drinking
using
an
approach
informed
by
social
norming
GOAL
Empower
young
Victorians
aged
16–29
to
moderate
their
drinking
by
challenging
the
percep2on
that
their
peers
are
drinking
heavily
OUTCOME
By
exaggera,ng
the
excuses
for
not
having
a
drink,
we
can
begin
to
shape
a
new
norm
where
drinking
is
not
expected
in
all
situa,ons
and
it’s
‘ok
to
say
no’
MESSAGE
Highlights
that
most
young
people
drink
moderately.
TIMING
Will
run
across
two
waves:
24
September
to
31
October
2014;
1
December
2014
to
30
January
2015
CHANNELS
Media
buy,
grants,
PR
and
media,
microsite
and
VicHealth
social
media

The
campaign
was
developed
through
extensive
research
Crea2ve
idea
research
• An
ini,al
online
survey
with
270
young
Victorians
was
conducted
to
gauge
reac,ons
to
six
ini,al
campaign
ideas.
Concept
research
• Three
crea,ve
concepts
were
developed
in
line
with
the
two
most
effec,ve
crea,ve
ideas,
concepts
tested
across
two
online
and
six
face
to
face
groups
(N=64)
• Concepts
rated
on
impact
and
ability
to
achieve
primary
objec,ve
̶
to
increase
the
acceptability
of
moderate
drinking
and
decrease
the
acceptability
of
drunkenness
using
a
posi,vely
framed
approach.
Concept
refinement
• No
Excuse
needed
concept
found
likely
to
be
most
effec,ve
• Concept
refined
based
on
research
findings
and
retested
across
two
online
and
two
face
to
face
groups
(N=32).

‘No
Excuse
Needed’
resonates
The
concept:
• resonated
very
strongly
with
the
target
audience
around
the
campaign
objec,ve
to
increase
the
acceptability
of
moderate
drinking
and
decrease
the
acceptability
of
drunkenness
using
a
posi6vely
framed
approach.
• was
deemed
posi,ve
and
seen
as
a
new
approach,
labelled
‘refreshing’
-­‐
not
typical
of
the
tradi,onal
campaign
approach
which
oaen
condemns
young
people’s
behaviours
• Seen
as
‘empowering’
people
to
take
responsibility,
this
stood
out
across
audiences
• The
concept
was
strong
in
persuading
the
audience
that
‘you
don’t
need
to
have
an
excuse,
so
you
should
be
yourself
and
be
honest
–
it’s
OK’
• Comedy/humour
of
concept
appealed
• Had
dual
effect
of
mo,va,ng
people
to
think
about
why
they
make
up
excuses,
but
also
ques,on
if
and
why
they
put
pressure
on
others
to
drink.

No
Excuse
Needed
Campaign

Timelines
and
Evalua,on
• Campaign
will
run
un,l
early
2015
• Ongoing
monitoring
of
engagement
and
reach
• Evalua,on
of
campaign
post
campaign
• Major
survey,
to
compare
to
benchmark
• Con,nue
social
marke,ng
journey