Effectiveness of collaboratively commissioned mass-media campaign

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Effectiveness of collaboratively commissioned mass-media campaign. Kate Knight Head of Communications and Social Marketing Smokefree South West. Smokefree South West. Smokefree South West launched March 2009: Specialist programme to drive and coordinate action to tackle tobacco - PowerPoint PPT Presentation

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<ul><li><p>Effectiveness of collaboratively commissioned mass-media campaign</p><p>Kate Knight Head of Communications and Social Marketing Smokefree South West</p></li><li><p>Smokefree South West </p><p>Smokefree South West launched March 2009: Specialist programme to drive and coordinate action to tackle tobacco </p><p>Funding: All Directors of Public Health collaborate to commission a large scale programme to tackle tobacco related harm</p><p>Maximise impact through high quality social marketing and effective advocacy</p></li><li><p>We deliver:Cost effective campaigns; expertly designed, procured and evaluated to deliver integrated mass media campaigns &amp; public relations </p><p>Advocacy around strong evidence to influence key legislative and policy decision making to benefit the population of South West </p></li><li><p>Mass media campaignsEvidence base shows that no other medium is so effective in creating awareness and communicating health information as mass media: </p><p>We gain economies of scale by buying across the region up to 40% savings - messages are consistent</p></li><li><p>Advantages and challenges of a regional approach</p><p>Media buy savings of up to 40%Economies of scale in commissioning research and evaluationConsistency of approach and messageStakeholder communicationProportionalityBalance between delivery and local ownershipThe tobacco industry</p></li><li><p>Case Studies</p><p>Hand-rolling tobacco</p><p>Smokefree Homes</p></li><li><p>The Problem</p><p>One in five all South West smokers smoke in their home</p><p>All of them know that it is dangerous, but still a barrier to change</p><p>Too many local initiatives, too little evaluation</p></li><li><p>A big problem - 22% of South West adults smoke in the home. </p><p>Ambitious target to halve the number of adults in the South West region who allow smoking in their home by 2015. That means changing the behaviour of over 400,000 adults.</p><p>Smokefree Homes the objective</p></li><li><p>Researching the campaign Findings from the focus groups revealed that smokers continue to smoke in their home for 4 key reasons:</p><p> Its convenient kitchen seen as outside the home</p><p> Relaxing a reward once kids in bed</p><p> Out of habit/laziness</p><p> Weather/climate</p><p>Our research showed that the target audience need to be given hard facts on WHY TO CHANGE and a clear and easy suggestion on HOW TO CHANGE</p></li><li><p>Researching the campaign </p></li><li><p>Smoke Outside TV Ad</p></li><li><p>Campaign Materials print and TV </p><p>Branded fire engines in Cornwall</p></li><li><p>Graph 1 shows the drop in numbers of people allowing smoking in the home in the South West since the campaign launch and with each campaign burst. Source: You Gov 2010 - 2013</p></li><li><p>Numbers of adults in the South West allowing smoking in the home has dropped by more than a third (40%) from 968,000 people in 2011, to 572,000 people in 2013 (Census data 2011). </p><p>So an estimated 396,000 more adults (plus their unknown number of children) now live in a home that does not allow smoking indoors (Census data 2011).</p><p>Continue this progress over the next year</p></li><li><p>Tacking the High use of hand-Rolling Tobacco in the South West</p></li><li><p>The ProblemUp to 60% of South West smokers smoke rollies</p><p>Half of all of it is illegal</p><p>Hand-Rolling tobacco smokers dont perceive them-selves as real smokers</p></li><li><p>Hand Rolling Tobacco key findings from qualitative research</p><p> Most prefer hand rolling tobacco and believe it to be less harmful than manufactured cigarettes. </p><p> HRT is more associated with stress relief than manufactured cigs. </p><p> Seen as organic and from a more natural source.</p><p> 'Rolling up' is considered a real art form and skill and rite of passage.</p><p> The rising real cost of manufactured cigarettes and increased availability of illicit products has fuelled increased usage of hand rolling tobacco. </p></li><li><p>Four key benefits plus the rolling ritual They smell sweeter and the smoke doesnt linger in the same way fresh baccy smells nicerIts a cleaner and smoother smoke than cigarettes - cigarettes are stronger and give you a bigger hitIts purer than cigarettes cigarettes have got sulphur and twigs and stuff in roll-ups just burn out unlike cigarettesI like the fact that Im in control of the amount of tobacco I smoke.... In the morning I roll an extra big one because thats when I need to wake up, but sometimes if Im not feeling well and I have sore throat, Ill roll a smaller oneTheres no chemicals in it you dont get a bad chest smoking tobaccoMy partner is not so worried that I smoke baccy as it doesnt smell like cigarettes Its not as harsh smoking baccy, your throat doesnt hurt afterwardsYou also get less ash when smoking rollies</p></li><li><p>Hand Rolling Tobacco objective</p><p> The objective of the campaign was to prompt 40% of HRT smokers in the SW region (114,000 of the 285,000 users) to make a quit attempt.</p><p> Reposition HRT as a dangerous substance and challenge the beliefs that it is healthier than manufactured cigarettes.</p></li><li><p>Vox Pops</p></li><li><p>TV Ad</p></li><li><p>Hand Rolling Tobacco findings from focus groups</p></li><li><p>Evaluation</p></li><li><p>Where Seen Advertising About Stopping Smoking in Last 3 Months (Spontaneous)Any AdTV Ad(HRT)(HRT)(HRT)Map awareness against timing of HRT</p><p>Chart1</p><p>07610</p><p>66558</p><p>726211</p><p>72628</p><p>766811</p><p>79649</p><p>77679</p><p>71574</p><p>79693</p><p>Any Ad</p><p>TV Ad</p><p>Radio Ad</p><p>Sheet1</p><p>Any AdTV AdRadio Ad</p><p>Q 4 '09/'1007610</p><p>Q 3 '1066558</p><p>Q 4 '10/'11 (HRT)726211</p><p>Q 2 '11 (SFH)72628</p><p>Q 3 '11 (SFH)766811</p><p>Q 4 '11/'12 (HRT)79649</p><p>Q 2 '12 (SFH)77679</p><p>Q 3 '12 (TAB)71574</p><p>Q 4 '12/'13 (HRT)79693</p></li><li><p>HRTMotivation to quit is also increasing</p></li><li><p>Thanks very much</p><p>Kate Knight </p><p>****Professor Melanie Wakefi eld Director, Centre for Behavioural Research in Cancer, Cancer Council Victoria, Melbourne, Australia*****Big job to do as we are attempting to change to smoking behavior of 420,000 South West adults over a 5 year period. One fifth of target in year 1Which means changing behaviour of 84,000 adults (1.9 adults per household). The campaign strives to protect infants and children from the harms associated with SHS by giving smokers a reason to go outside (lingering toxins and misconceptions about ineffective harm reduction methods)</p><p>**********Initial evaluation of the campaign found that:</p><p>people who had seen the advertising, had significantly higher awareness of the dangers of smoking inside the home (23%) compared to those who had not.</p><p>In addition, there has been a 22% decrease in those that smoke or allow smoking in the home since the campaign went live.</p><p>As I said, this is initial tracking and we will have the full tracking results back next week, but so far the results look positive.</p><p>There was also a huge demand for campaign literature during the course of the campaign, and a reprint was required 2 weeks into the campaign which was positive.</p><p>Since SFHs is an ongoing programme, we will be doing two more bursts of the campaign this financial year. Phase two will launch on 19 Sept on TV, radio and online and we are also planning another burst in either March or April 2012</p><p>We are expecting full tracking of the campaign next week, but in the interim, we ran an online survey with over 600 people in the South West including smokers and non smokers with a large chunk being parents with children.**Initial evaluation of the campaign found that:</p><p>people who had seen the advertising, had significantly higher awareness of the dangers of smoking inside the home (23%) compared to those who had not.</p><p>In addition, there has been a 22% decrease in those that smoke or allow smoking in the home since the campaign went live.</p><p>As I said, this is initial tracking and we will have the full tracking results back next week, but so far the results look positive.</p><p>There was also a huge demand for campaign literature during the course of the campaign, and a reprint was required 2 weeks into the campaign which was positive.</p><p>Since SFHs is an ongoing programme, we will be doing two more bursts of the campaign this financial year. Phase two will launch on 19 Sept on TV, radio and online and we are also planning another burst in either March or April 2012</p><p>We are expecting full tracking of the campaign next week, but in the interim, we ran an online survey with over 600 people in the South West including smokers and non smokers with a large chunk being parents with children.*</p><p>Moving onto the HRT campaign which ran from 14 February to 13 April this year.</p><p>As you know, the campaign ran on.(see list above).**</p><p>Moving onto the HRT campaign which ran from 14 February to 13 April this year.</p><p>As you know, the campaign ran on.(see list above).</p><p>Moving onto the HRT campaign which ran from 14 February to 13 April this year.</p><p>As you know, the campaign ran on.(see list above).This graph shows that continuous levels of investment maintain campaign awareness. It also shows that campaign awareness builds over time ie, HRT 72% - 79% - 79% and SFHs 72% - 76% - 77% and that its driven by TV (Could argue our case for illegal or PP TV advertising) *This Chart shows:Q3 to always be our weaker period This is probably because of build up to Xmas - we should avoid this quarter going forwardThat our campaigns deliver on increased motivation to quit. COPD starting on 31% looks very promising***</p></li></ul>