In my previous entry, I highlighted some of the most successful healthy diet campaigns delivered so far by social marketers. The question now becomes, what lessons can be learned from these case studies? What are the key components of a successful dietary health message?
Several commonalities quickly emerge from a casual examination of the campaigns. First and foremost, every campaign conveyed a very simple message. The taglines ‘1% or Less’ and ‘Go for 2&5’ are succinct, catchy and highly memorable - increased awareness is virtually guaranteed with this approach. Secondly and more importantly, the messages were specific and actionable - they instructed the audience to change a particular dietary habit, rather than vaguely saying, ‘eat better.’ This is consistent with previous studies that continually demonstrate that a persuasive social marketing message with an explicit conclusion or recommendation is more successful than one which does not [1].
Another identifiable theme is that of message exposure; specifically, disseminating a message for a substantial period of time. Each of the successful Australian fruit and veg campaigns ran for three whole years, and evaluation of the Victorian 2 Fruit and 5 Veg Every Day campaign even revealed that audience awareness levels closely paralleled the budget being spent on advertising at any one time [2]. And, although the relatively brief 1% or Less campaign was clearly effective at instigating short-term behavioural change, evaluations of a replication of the campaign done in Hawaii recommended booster sessions in order for the effect to last [3].
Case studies aside, according to studies done on the topic there are several other message tactics that social marketers should employ, including:
- · Segmenting the population and tailoring messages to each segment, rather than using a mass, ‘one size fits all’ approach [4], [5], [6]
- · Employing a positive, rather than a negative appeal [4]
- · Using a credible, and preferably also a likeable and attractive message source [1]
- · Communicating the campaign message on multiple levels/channels [7], [8]
Now let’s delve a little deeper. Marketing theory is central to all social marketing campaigns, and while its application in social marketing campaigns may not be obvious initially, you can rest assured that social marketers base every one of their decisions upon it.
Take the example of behavioural change theory. Being that the core objective of social marketing is to change a population’s behaviour, it stands to reason that social marketers will be familiar with the relevant theory in order to recognise and predict the potential influences upon them. Social Cognitive Theory, the Social Ecological Model, the Theory of Reasoned Action, the Theory of Planned Behaviour and the Health Belief Model are all examples of behavioural change theories that have shaped the implementation of past health campaigns [7]. The 1% or Less campaign, for example, was founded upon the Theory of Reasoned Action. This theory, developed by Ajzen (1985) focuses on the influence of intention on any potential change in behaviour, which is in turn influenced by personal attitude and social norms [9].
Even the most simple and unsophisticated elements of a social marketing campaign are in fact rooted in marketing theory. Take, for example, the basic commonalities I pointed out earlier, such as having a concise message with a call to action. These tactics are actually grounded in message effects theory, which focuses on how formats, structure, and features of messages influence audience perceptions about health and health behaviours [7].
To wrap up, we have a sound understanding of the elements that a social marketing campaign designed to improve Australians’ dietary health should have. However, the challenges faced by social marketers in this field are enormous in both size and complexity, and any benchmarks of success need to be realistic. Obesity is a multi-pronged issue requiring a multi-pronged solution, but social marketing will certainly have an important role to play as authorities strive for a fitter and healthier Australia.
I think the point about the 1% and 2and5 campaign makes an interesting point. These campaigns cut through the "noise" and made it easy for people to make changes to their diets in a very real and easy way.
ReplyDeleteBy further studying how message effects theory impacts on consumer behaviour, perhaps some tactics could be derived to combat the obesity issues.
- What messages are going to reach to the segment and get them to make the changes?
- What drives them to get to where they are in the first place, is it marketing of the wrong products or merely poor social marketing?
- Can social marketing really create the results desired to change the obesity levels for future generations?
- Can social marketing bodies and government come together to create a streamlined approach to what the correct dietry requirements are rather than a bunch of personal trainers and unqualified authors dictating what is right and wrong to eat?
Keep the tagline simple can be effective for the campaign, and also the message must be clear.
ReplyDeleteAs you mentioned, the messages need to be specific and actionable. Marketer instructed the audience to change a particular dietary habit rather than to ask them eat better.
In my opinion, I think 'fear appeal' may also helpful for marketers to send the healthier message to the audiences. It is one of the most effective way in advertising.
It is not like the ‘1% or Less’ and ‘Go for 2&5’ campaign to encourage audience to change their diets habit, ads or promotion with fear appeals such as introduce how bad the disease and injury can impact people's health is also simple to transfer the main idea. Just like what you mention in the first post, the relevant disease and injury from obesity cost and impact Australian a lot, so from the campaigns with fear appeal, the audience may subconsciously change their relevant habits.
The message can also send to audience by this way directly with the rapid development of the social media. What marketer do is to understand audience's psychology and use the right way to transfer the message to them.
I'm glad you brought up the topic of fear appeals Carrick. They're certainly a common message strategy employed by social marketers, especially in other social marketing fields such as drink-driving and cigarette smoking.
ReplyDeleteHowever, my research to date has tended to suggest that they're not the most effective approach. The 'shock and awe' effect of a fear appeal is certainly attention grabbing and thus effective at incrasing awareness. But what good is awareness if it doesn't lead to behavioural change? Over time, the initial shock of a fear appeal tends to wear off. People become desensitised to the message. On the other hand, they can be so repulsed by the message that they make a conscious effort to ignore it. Have you ever seen a smoker actually examine the warning labels on a cigarette packet??
Humans are wired to respond better to positive messages than negative ones. Slowly, social marketers are alerting to this fact. Have you noticed that the anti-smoking campaign "Every cigaratte is doing you damage" has now turned into "Every cigarette you don't smoke is doing you good"?
No I don't think that fear campaigns work. I am so tired of them and completely switch off as there are already so many out there. I was so glad when the positive campaign of quitting smoking came out. It makes you think in a different way and offers specific measures of how your body will improve.
ReplyDeleteI think social marketing should be moving toward a more positive way with positive messages as they do in fact work better. Try it for yourself in you daily life e.g: say I will remember my keys, instead of, I wont forget my keys. The second message instills in you that you will forget. It's all in the power of positive thinking.