finding the activation point. developing behaviour change campaigns conference, 14 july 2016

Finding the Activation Point

Using communications to drive meaningful action

Forster Communications 115 July, 2016

We help our clients to protect and improve lives, and deliver

measureable value for them, their stakeholders and wider society.

15 July, 2016 Forster Communications 2

Delivering value

THEORY



Which behaviour change model?

Forster Communications 5

Measuring change

Reach Engagement Action

What did the audience see?

How did the audience get involved?

What did the audience change?

15 July, 2016

Activating Audiences

Easy action

Build community participation

Support with trusted voices

Sustain relationship and make part of lifestyle

Personal relevance

Finding the Activation Point

Easy action

Build community participation

Support with trusted voices

Sustain relationship and make part of lifestyle

Personal relevance

PRACTICE


AWARD WINNING

AWARENESS CAMPAIGN


Our Beauty Burns campaign for Electrical Safety First won two awards and persuaded one manufacturer to improve the safety of

its products

Electrical Safety First / Beauty Burns


Electrical Safety First / Beauty Burns

Electrical Safety First wanted to raise awareness of the potential dangers of hair straighteners and the high temperatures they reach.

The challenge was to encourage users to store straighteners safely in a heat proof pouch and to prompt retailers and manufacturers to make customers aware of the dangers.

We created a powerful film that had a strong impact with parents and consumers and persuaded one manufacturer to enhance the safety of its products.

Watch the video:

www.youtube.com/watch?v=eCvECpinFtU

http://www.youtube.com/watch?v=eCvECpinFtU

MAKING MIDDLE AGED MEN THINK ABOUT THEIR BLOOD

PRESSURE


Increasing the number of middle aged men in Southwarkand Lambeth who regularly monitor their blood pressure

Guys and St Thomas’ Charity / What Raises Yours?


Guys and St Thomas’ Charity / What Raises Yours?

We ran blood pressure awareness activities at venues around Southwark and Lambeth, fronted by darts champion Bobby George.

Free on site blood pressure tests for the target audience.

Partnerships with local betting shops, pubs and lottery outlets to enable the distribution of information posters, leaflets and scratch cards.

During the campaign there were 10,000 extra checks done and the campaign was shortlisted for the Health Service Journal Social Marketing Project of the Year Award.

INCREASING UPTAKE OF SMOKING CESSATION SERVICES


Reducing prevalence amongst Bangladeshi men in Tower Hamlets

Tower Hamlets / Smoking Cessation


Tower Hamlets / Smoking Cessation

Research and insight showed us that family was the key motivator for quitting.

We used this insight to create a powerful, compelling campaign to drive action.

In addition to targeted media engagement, the campaign included specific materials in English and Bengali which were distributed throughout the borough at community events staffed by members of the local Bangladeshi community.

Following the campaign the number of men setting a quit date increased by 45% compared to the previous year. The number of people still not smoking after four weeks rose by 36%.

BRINGING NEW LIFE TO DRINK

DRIVING CAMPAIGN


We delivered innovative PR for the long standing campaign Think! from the Department for Transport

Department for Transport / Think! The £50,000 pint


Department for Transport / Think! The £50,000 pint

The Department for Transport asked Forster to launch one of its THINK! Drink drive campaigns. The aim was to appeal to drivers who get behind the wheel after a few drinks, ignoring messages about accidents and loss of life.

Our task was to reach this audience through targeted media coverage by putting a new spin on an old story. We focussed on what mattered most to many people in the current financial climate – the impact on their wallet – to develop the concept of the £50,000 pint, calculated to be the total cost of a drink driving conviction.

The campaign won commendations from every local police force involved, with three additional regional forces requesting activity in their areas after seeing the media coverage elsewhere.

TRANSLATING AMBITION INTO ACTION

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Translating ambition into action

Example oneIn the next three

years we want to be responsible for a 25% increase in diagnosis

Example twoWe have a target to increase our active supporter base by

30%

Example threeWe want 50% more

people to check themselves for signs

of disease

Points to address to ensure ambition can be met:• What are the communications objectives underpinning the

overarching ambition?• Who is the priority audience and what do they need to know?• What is the journey they need to take?• What are the milestones along the way?• How can the progress of the journey be measured?


Translating ambition into action

Journey stage How we want the audience to think/act Reminder of how to activate

Unaware • Unaware of issue• Disinterested and disengaged• Do not understand the personal relevance

• Ensure personal relevance• Make action easy• Consider rewards• Build community• Sustain relationship• Make part of lifestyle

NB. celebrate success and support relapse

Aware • Aware of issue• Understand what is seeking to be achieved• Recognise the importance of action

Interested • Want to find out more• Actively seek information• Consider options on how to get involved

Participating • Take part in campaign activities• Get positive endorsement from taking part• Encourage others to take part

Sustaining • Choose to stay involved with campaign• Seek further information and engagement

opportunities • Become supporters and advocates


Group task

Forster Communications+44 (0)20 7403 2230www.forster.co.uk@Forster_Comms

Thank you


George Ames

[email protected]

http://www.forster.co.uk/

mailto:[email protected]

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finding the activation point. developing behaviour change campaigns conference, 14 july 2016

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