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This set of slides is from the The National Social Marketing and Communications for Health Conference: Changing Behaviour, Improving Outcomes 2014, and was delivered by Sarah Toy, Sustrans' Head of Workplace, Education & Community Projects.
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Social marketing for health
Sarah ToyHead of Smarter Choices
Social marketing for health:role of NGOs like Sustrans
Overview
• Introduction to Sustrans
• Choice or habit?
• From sanitation to active travel
• Characteristics of social marketing
• Social marketing and NGOs
• Case study: Luton Activate Fitbug Programme
Why Sustrans exists: to transform the way people make journeys under 5 miles
Sustrans’ Call to Action
Doubling the number of sustainable trips under 5 miles by 2020
Our vision is a world in which people choose to travel in ways that benefit their health and the environment
Piano stairs…
http://www.thefuntheory.com/piano-staircase
Understanding human behaviour is complex
Theory of Planned Behaviour (TPB)
…assumes humans make rational choices!
From sanitation to active travel…
Characteristics of social marketing
• Sets behavioural goals
• Makes judicious use of theory
• Uses consumer research and pretesting
• Is insight driven
• Applies segmentation and targeting
• Creates attractive motivational exchanges
(Extracted from NSMC Social Marketing Benchmarks)
Social marketing – instinctive for NGOs?
SM Characteristics NGO approach
Sets behavioural goals Focuses on specific behaviour
Makes judicious use of theory Empirical approaches
Uses consumer research Intensive engagement
Is insight driven Draws on local knowledge
Applies segmentation & targeting Works with specific groups
Creates attractive motivational exchanges
Trusted brand with local solutions and continual adaptation
BUT beware values-driven preaching!
What is Sustrans “Smarter Choices”?
Providing people with:
•travel information;
•incentives;
•advice;
•practical support
to make healthier travel
choices.
Sustrans smarter choicesa practical package of interventions
Targeted groups (who)
+
Awareness raising (what)
+
Information and advice (why)
+
Practical activities (how)
+
Environment (where)
= Increased walking and cycling trips
Social marketing in Sustrans?
SM Characteristics NGO approach
Sets behavioural goals Focuses on specific behaviour
Makes judicious use of theory Empirical approaches
Uses consumer research Intensive engagement
Is insight driven Draws on local knowledge
Applies segmentation & targeting Works with specific groups
Creates attractive motivational exchanges
Trusted brand with local solutions and continual adaptation
Sustrans’ strategy defines project outcomes
• Reduction in car trips for local trips under five miles
• Increased physical activity and wellbeing across UK population
Social marketing in Sustrans?
SM Characteristics NGO approach
Sets behavioural goals Focuses on specific behaviour
Makes judicious use of theory Empirical approaches
Uses consumer research Intensive engagement
Is insight driven Draws on local knowledge
Applies segmentation & targeting Works with specific groups
Creates attractive motivational exchanges
Trusted brand with local solutions and continual adaptation
e.g. In schools where we work intensively:
•Four times the UK average cycle every day•More than a quarter cycle at least once a week•95% of teachers say children are more active
Evidence based
Social marketing in Sustrans?
SM Characteristics NGO approach
Sets behavioural goals Focuses on specific behaviour
Makes judicious use of theory Empirical approaches
Uses consumer research Intensive engagement
Is insight driven Draws on local knowledge
Applies segmentation & targeting Works with specific groups
Creates attractive motivational exchanges
Trusted brand with local solutions and continual adaptation
Raising Awareness
Empowerment
Organisation and Policy
Action
Sustrans delivery model for intensive engagement
Moving Forward
Social marketing in Sustrans?
SM Characteristics NGO approach
Sets behavioural goals Focuses on specific behaviour
Makes judicious use of theory Empirical approaches
Uses consumer research Intensive engagement
Is insight driven Draws on local knowledge
Applies segmentation & targeting Works with specific groups
Creates attractive motivational exchanges
Trusted brand with local solutions and continual adaptation
Sustrans works withlocal champions and volunteers
• More than 3,500 Sustrans volunteers across the UK
• Champions provide peer to peer support and social norming
Social marketing in Sustrans?
SM Characteristics NGO approach
Sets behavioural goals Focuses on specific behaviour
Makes judicious use of theory Empirical approaches
Uses consumer research Intensive engagement
Is insight driven Draws on local knowledge
Applies segmentation & targeting Works with specific groups
Creates attractive motivational exchanges
Trusted brand with local solutions and continual adaptation
Sustrans officers trained in stages of change
Social marketing in Sustrans?
SM Characteristics NGO approach
Sets behavioural goals Focuses on specific behaviour
Makes judicious use of theory Empirical approaches
Uses consumer research Intensive engagement
Is insight driven Draws on local knowledge
Applies segmentation & targeting Works with specific groups
Creates attractive motivational exchanges
Trusted brand with local solutions and continual adaptation
Case study:Luton Activate Fitbug Programme
What?
A pilot weight maintenance programme to support LBC Step by Step weight loss programme
Delivery partners
• Luton Borough Council
• Luton NHS/Active Luton
• Fitbug (web developers)
• Sustrans
Fitbug outcomes
Over six months:
•Average weight loss of 1.5 kg per person
•percentage of people exercising for at least 30 minutes for five days or more increased from 11.1% to 33.3%
Increase in physical activity
Reduction in miles driven
Fitbug social marketing success factors
• Carefully defined target audience
• Personal targets set and monitored
• Peer to peer support and competition
• Range of activities offered to suit individuals
• Range of motivational tools tested and refined
• Six month length of programme “just right”
From pilot to full scale programme
Embedding learning in:
•Let’s Get Moving – GP physical activity referral pathway
•Sustrans Smarter Choices behaviour change training
•Active Travel Consortium (Big Lottery)
•South Hampshire Active Travel Programme (LSTF)
Mainstreaming elements of social marketing in active travel…
…back to sanitation again
No toilet, no bride!