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VicHealth Innovation Challenge - Alcohol: Lightning Talk by Sarah Saunders, VicHealth

  1. Social Marke,ng Approaches Alcohol Culture Change Project Sarah Saunders VicHealth Campaigns Manager 20 October 2014
  2. 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
  3. Principles of Social Marke,ng • Value Exchange • Recogni,on of Compe,,on • The 4ps of Marke,ng: Product, Place, Price and Promo,on • Sustainability
  4. 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.
  5. 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.
  6. 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)
  7. 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.
  8. 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
  9. 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).
  10. ‘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.
  11. No Excuse Needed Campaign
  12. 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