social marketing and advocacy
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Social Marketing and Advocacy. Planning, Action, Evaluation, Marketing, Advocacy. Public Health Approach. Implement & Evaluate Programs. Effective Strategies. Find what Prevents the Problem. Conceptual Models. Identify Risk Factors. Data, Community Background. Define the - PowerPoint PPT PresentationTRANSCRIPT
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Social Marketing and Advocacy
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PublicHealth Approach
Define the Problem
IdentifyRisk Factors
Find what Prevents
the Problem
Implement &Evaluate Programs
Data, Community Background
Conceptual Models
Effective Strategies
Planning, Action, Evaluation, Marketing, Advocacy
Adapted From: National Center for Injury Prevention and Control, CDC
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Social Marketing
Uses many of the tools of commercial marketing.
“Sells” behaviors that benefit both the individual and society.
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The Classic “4 Ps” of Marketing
Product
Price
Promotion
Place
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The three most important things in Social Marketing
1. the audience
2. the audience; and
3. the audience
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Social MarketingFour Key Steps:
1. Understand Your Audience and Customers
2. Set Priorities
3. Assess Resources
4. Monitor and Evaluate
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Understand Your Audiences and Customers
How can we segment and get toknow our audience?
PhysicalBehavioralDemographicsAttitudes and Beliefs
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Set Priorities
Based on Your Understanding of YourAudiences and Customers
It is critical to develop your marketing program to access your targeted
audience.
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Assess Resources
Conduct a thorough inventory:
What you already have
What you need
What you will develop
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Monitor and Evaluate
Manage your program by continuously monitoring and altering your interventions as needed to reach your targeted
audiences.
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An Example of Marketingan Injury Program:
Float Coat Promotion in Rural Alaska
Yukon-Kuskokwim Health Corporation
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17
2.612
52
0102030405060
U.S. I.H.S. AK Non-Native
AK Native
Rat
e
Comparison of Alaskan Drowning Rates
Per 100,000 Population
Source: State of Alaska, 1991
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Sex of Native Drowning Victims
YK Delta 1979-1989
Female7%
Male93%
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Seasonal DrowningYK Delta 1979 - 1982
Winter15%
Summer85%
N = 185
Winter15%
Summer85%
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010203040
Drowned Saved
Cas
es PFD = YesPFD = No
Personal Flotation Device Use
Alaska Commercial Fishing Incidents Involving at Least One Drowning, 1991
35
2
7
7
Source: National Institutes of Occupational Safety and Health (NIOSH)
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The Classic “Float Coat”
Boring!
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So What Should We Do?
Build a Coalition
Assess the Audience/Customers
Make Marketing Plan
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Marketing/PromotionQuality ProductCustomize for CultureTargeted Distribution IncentivesPublicityEvaluation
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Promotional Ideas
Discount Coupons
Raffles and Prizes
Incentive Awards
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3 Year Average Crude Death Rates
YK Delta vs. All-Alaska(The Harvest)
0
10
20
30
40
50
60
70
80
90
88 89 90 91 92 93 94 95 96
YK Starts PFD Program
YK Delta
All Alaskan
43% Reduction
Per 100,000