social marketing in lifestyle change

Social marketing

XXIII Liikuntalääketieteen päivät Biomedicum Helsinki – 4 November 2015

in lifestyle change

Marco Bardus, PhD

can we ‘sell’ healthy behaviours?

HAPPINESSFUNENGAGEMENT

Change

can we ‘change’ healthy behaviours?

per presentation (45min)

Typical values per 30min: Energy 2326kJ/556 kcal

ENERGY3849kJ 920kcal 50%

% of an adult conference attendee’s reference intake.

IDEAS

MED22%

10min

1Social Marketing

and definitions

Social Marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviours that benefit individuals and communitiesfor the greater social good.Australian Association of Social Marketing (AASM), European Social Marketing Association (ESMA), & International Social Marketing Association (iSMA) (October 2013). Consensus Definition of Social Marketing.

focus onBEHAVIOUR1

eat 5 fruits and vegetables a day move right for sirens and lights

exercise 30 minutes, 5 times a week keep a litterbag in your car

ride the bus or join a carpool to work stop smoking

2MARKETING MIX

Product ➔ behaviour Price ➔ benefits/barriers

Place ➔where/when Promotion ➔ how

CUSTOMER ORIENTATION

RESEARCHand3

Social marketing planning wheel

STELA MODEL

analysis of COMPETITION4

APPLICATIONS

2Social Marketing

for healthy lifestyles

SOCIAL MARKETING CASES for healthy lifestyles

Change 4 Life Adams et al., 2012; Crocker, Lucas & Wardle, 2012

PROJECT FIT Paek et al. 2015

PROCESSEVALUATION 2012

87 stores in NE low fidelity high-quality FV but high price low collaboration with health professionals

CLUSTER RCT 2012

40 schools, 3744 families (1419 FUP) awareness ++ importance of PA++ behaviour n.s. interaction SES diet and TV screening

PROJECT FITPaek et al., 2015

PROJECT FITObjective: increase daily PA and healthy eating Target/Setting: 5th graders and parents, USA (schools) Marketing Mix:

Product: Price: Place: Promotion:

Results: awareness++, awareness related to increases in self-reported PA, fruit

Increase daily PA

COMMUNITY EVENTS

Discount coupons for food

SCHOOLS

Branded materials

In summary

promising results for high fidelity campaigns positive results in short-term (awareness, knowledge) case-specific, context and sample-specific long-term effects on behaviour are unknown

CHALLENGES

3here are some

THE ISSUES

Advertising investments of food and beverage

Advertising investments of food and beverage

Dr PepperPepsiCoCoca Cola

SOMETHInG DIFFERENT

4we need

MOVEMBER 2015

Digital technologies?

REVIEW OF APPSBardus et al. (under review)

WHAT WE MEASURED

23 apps for weight management

App quality (MARS scale) (Stoyanov et al., 2015)

Behaviour Change Techniques, BCT (Michie et al. 2013)

TECHNICAL FEATURES

Self-monitoring of behaviour and outcomes*

* Behaviour Change Techniques taxonomy v1 – Michie et al. 2013

LARK

Information about health consequences

Feedback on behaviour

LARK

Feedback,Social support, Social reward

Social support (emotional)

WHAT WE FOUNDapp quality related to number of BCTs and of features

high functionality, low information quality

semi-automated tracking > higher functionality, aesthetics, overall quality

effective BCTs > higher information quality apps

OR SOMETHING ELSE?

4 Forms of Intervention: The Value/Cost Exchange Matrix

Incentive Reward

Disincentive Punish

Active Decision

Conscious / Considered

Automatic / UnconsciousPassive Decision

Hug Smack

ShoveNudge

eg: Penalty Fine for Littering

eg: Financial Reward For Not Smoking

eg: Default Savings Scheme

eg: Road Bump to Reduce Car

Speed

French 2011

per presentation (45min)

Typical values per 30min: Energy 2326kJ/556 kcal

ENERGY3849kJ 920kcal 50%

% of an adult conference attendee’s reference intake.

CONCEPTS

MED22%

10minIDEAS

MED22%

10min

yes, we can change behaviours

COLLABORATIONinterdisciplinary

is the key ingredient

NÄHDÄÄN ENSI VUONNA!

KIITOS PALJONmarco.bardus@gmail.com