social marketing in lifestyle change
TRANSCRIPT
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 [email protected]