A Guide to Health Promotion through Social Marketing 1 A Guide to Health Promot
A Guide to Health Promotion through Social Marketing 1 A Guide to Health Promotion through Social Marketing An initiative of the Australian Sports Commission The views in this publication are those of the author and not necessarily the Australian Government. 3 2 4 Contents Introduction 7 What is social marketing? 8 Why is behaviour change important? 10 The basics of social marketing 12 14 steps to developing social marketing strategies & materials 16 Step 1: Define the issue 18 Step 2: Know your audience 20 Step 3: Understand the situation 21 Step 4: Work with others 22 Step 5: Choose who to target 24 Step 6: Outline your behavioural goals 26 Step 7: Choose your communication channels 27 Step 8: Develop strategies and communication messages 28 Step 9: Plan how to track progress and measure impact 30 Step 10: Prepare an action plan 31 Step 11: Create materials 32 Step 12: Seek feedback, pre-test and adjust 33 Step 13: Deliver and monitor 34 Step 14: Measure impact and make adjustments 35 Online resources 36 Resources and guides provided by the Australian Sports Commission 40 References 42 5 4 Active This guide will assist you to understand social marketing and to use various strategies that support and motivate healthy behaviours among certain groups of people. You may like to inform particular groups about non-communicable diseases (NCDs) and encourage them to be more physically active to reduce their risk. Or you may want to advertise a local sporting event in the community, a new facility or service, or to boost membership in a sporting organisation to make participation in sport or other physical activities easier. This guide will assist you achieve these goals by offering a simple step-by-step process to develop strategies and communication materials that support and motivate healthy behaviors through TV, radio, posters, brochures, social media, or whatever other creative methods you might want to employ. Unfortunately, it's common for people to think social marketing is beyond their skills, resources, budgets and timelines. The aim of this guide is to emphasise that regardless of the challenges you or your organisation face, applying effective social marketing strategies is always possible. It can even make your work more productive, effective, and rewarding. This guide provides a basic introduction to offer guidance and support for your social marketing efforts, to set you in the right direction, and to place a few simple concepts, tips, steps, and prompts in your back pocket to help you along the way. Introduction 7 Social Social marketing is one way of understanding why people act as they do and then using this knowledge to motivate and support them to modify or maintain positive behaviours. Adopting a social marketing approach involves combining a range of strategies to make healthy behaviours easier and more appealing, as well as developing communication materials that motivate and support these healthy behaviours. Google 'social marketing' and you will get a confusing array of definitions, concepts, and terms; enough to scare anyone away. But it helps to know that most of us are exposed, for better or worse, to some form of marketing almost every day. Coca-Cola, McDonalds, and Nike, for example, all use sophisticated and well-tested marketing techniques to encourage people to do what they want them to do: purchase their products. Typically, this requires a combination of carefully crafted posters, TV and radio spots, billboards, newspaper advertisements, websites, media, or promotional events. It also involves reducing various barriers affecting their customers to ensure their products are affordable, easy to purchase, and always available. Put simply, social marketing borrows from and adds to some of the most effective concepts and techniques of commercial marketing to motivate and support behaviours that benefit individuals and communities. So instead of selling soft-drinks, hamburgers, and shoes, social marketers are more likely to develop strategies and communication materials that promote better health, equity, mental wellbeing, and community development. And when addressing potential barriers to their audience adopting healthy behaviours, they are more likely to ensure their strategies have been modified to meet the needs and interests of particular groups of people, including the disadvantaged, minority groups, or people living with disabilities. Guided by ethical principles, social marketing aims to put people and community first. What is social marketing? 8 Understanding and promoting behaviour change lies at the heart of social marketing. Behaviour change refers to human actions that transform or modify over time. While always complex and often unpredictable, one useful way of viewing behaviour change is as a series of stages that people move through. Social marketing draws upon various techniques and strategies to motivate and support certain groups of people to shift their position on this behavioural change continuum — from a state of not knowing and not caring to that of concerned and motivated, and from committed and planning to actively changing and maintaining their behaviours. Of course, behaviour change is never a simple process of moving from one stage to the next. People can slip back through stages before potentially moving forward again, such as joining a sports team but dropping out, or planning to exercise every morning but becoming demotivated. Also, behaviour change does not always follow a shift in awareness and attitudes. Sometimes the reverse occurs. For example, a man participating in a Zumba class for the first time might find himself motivated to learn more about the health benefits of being active after a positive experience. In short, no single model can capture and predict the complexity of human behaviour and its transformation over time. Why is behaviour change important? Stages of Behaviour Change: Example of an individual's knowledge, attitude or behaviour Stage Don’t know, Don’t care Unaware and unconcerned that a lack of physical activity increases one's risk of developing NCDs. Stage Aware & Informed Aware of NCDs and that physical activity is one way to reduce one's personal risk. Stage Concerned & Motivated Supports the view that physical activity will reduce one's risk of developing NCDs and is motivated to change their behaviour. Stage Committed & Planning Seeks out opportunities and makes plans to be physically active. Stage Actively Changing Being physically active. Stage Maintaining Change Is physically active for extended periods of time and plans to stay active in the future. Nevertheless, considering these stages of behaviour change helps us to respond to the needs, understandings, motivations and barriers of different groups of people. Some people, for example, may be aware and informed about the importance of changing their behaviour but do not believe that the proposed action will be effective in reducing their risk. Others may be concerned and motivated to change their behaviour but lack confidence in their personal capacity to make this change because of a number of barriers or a lack of role models in their community. And some may be actively participating in the desired behaviour but are at risk of discontinuing their activities because of a lack of sociable, fun and affordable activities in their community. So, with this in mind, we can see that different strategies are going to be needed for people at an early stage of change compared to those at a later stage. These are known as stage-matched strategies. Strategies focusing on people in Stage 1, for example, may focus on raising awareness of the harms of being physically inactive and ensuring people understand their level of personal risk. Strategies focusing on people in Stage 4, on the other hand, may focus on making it easier for people to participate in sporting events in their community as a way to get active. And sometimes you can use different strategies within your campaign to match the needs of certain sub-groups within your target audience who may be at different stages. In short, knowing where the people you want to reach with your social marketing strategies are situated in this behaviour change process is key to designing an effective social marketing campaign. Let's look at some other features of a social marketing approach. 11 10 Change Social marketing can be viewed as both a way of thinking and a way of doing. Later we will focus on the doing; for now, let's look at five key concepts that define social marketing. The basics of social marketing 12 12 Health 1. Specific behavioural goals Social marketing is more than just raising awareness and increasing knowledge. It is also about having an impact on human behaviour. Social marketers set specific behavioural goals; for example, "to increase the percentage of women aged 18-24 in rural areas being physically active for at least 150min a week by 15% between 2015-2020". Specific behavioural goals ensure an initiative has meaning and direction, and that achievements can be measured. 2. Putting people and community first Social marketing aims to promote and support behaviours that benefit individuals and the community. In the health sector this typically involves uploads/Marketing/ social-marketing-guide.pdf
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- Publié le Apv 05, 2021
- Catégorie Marketing
- Langue French
- Taille du fichier 1.4869MB