Behavior Changing through of Social marketing (Georgian Case)

title sponsor @wsmconference #wsmc Supporting sponsors Abstract Book Date 21-23 April 2013 Venue Westin Harbour Castle, Toronto www.wsmconference.com ABSTRACTS BOOK World Social Marketing Conference Toronto 2013 By The Conference People Ltd ISBN 978-0-9576830-0-6 Contents 3 41 No. 39 - Engaging The Community on Eldercare The Singapore Experience 42 No. 40 - PAUSE: New Media Strategies for Collecting Formative Research with African American LGBTQ Youth 43 No. 41 - Case Study implementation: Energy theft and behaviour change 44 No. 42 - Using social marketing and social network analysis to leverage upstream support Contents 4 Letter from Professor Jeff French 5 No. 1 - Take Time for Your Mind: Reducing Stigma and Promoting Resources around Mental Health 5 No. 2 - Social Marketing- Improving life of urban poor 6 No. 3 - OTEP – A Social Marketing Approach by BRAC 7 No. 4 - How can the circular economy be successfully implemented in the sports footwear industry? 8 No. 5 - IRS e-file with Free File Campaign: Encouraging and Supporting Electronic Tax Filing in the U.S. 9 No. 6 - How do we define success in climate disaster communications? 44 No. 43 - Out of Practice: Understanding the social practice of cycling as a basis for marketing behaviour change 45 No. 44 - Community Readiness as a Tool to Identify Upstream Social Marketing Needs: The Case of Reducing Alcohol Use among College Students 46 No. 45 - The Facebook Effect: Does it Harm or Hurt WOM? Influence of Underlying Motivations in Determining Favorable Word-of-Mouth 48 No. 46 - Cycling stores as hubs for delivery of Social Marketing for cycling adoption 49 No. 47 - Protecting young people from online alcohol marketing – Is it enough to install a content filter? 50 No. 48 - Model of Prognostication of the Population Involved 11 No. 7 - Success factors of social marketing programmes: a comparative analysis of approaches to prevent drunk-driving 51 No. 49 - The Enjoy Being Fit - Family Project: getting low socio-economic status parents with various ethnic backgrounds involved in their children's lifestyle. 12 No. 8 - Encouraging Charitable Actions towards Beneficiaries seen as “Less Worthy” 52 No. 50 - EPHE (EPODE for the Promotion of Health Equity), a 3 years European project to promote healthier lifestyles and reduce obesityrelated health inequalities via a social marketing approach. 13 No. 9 - Environmentally Responsible Attitudes and Intentions: The Impact of Regulatory Focus and Message Frame 15 No. 10 - Promoting engaged parenting in the early years using an integrated critical and creative social marketing approach 52 No. 50 - OPEN (Obesity Prevention through European Network), strengthening and up scaling the implementation of Community-Based Programmes at European level 16 No. 11 - Building organizational social strength – multi-stakeholder communications networks 53 No. 50 - EPODE, twenty years of experience in the field of childhood obesity prevention: What Health? 18 No. 12 - Pro-Environmental Purchase Intentions: Young People in Vietnam 19 No. 13 - Application of 4S model to raise Dengue awareness 53 No. 52 - Teaching Caribbean Students to Make the World a Better Place: A Review of CARIMAC’s Social Marketing Courses 20 No. 15 - Bonding for Brilliant Babies 54 No. 53 - Improving the health of the poor and vulnerable: Experiences from Social Marketing Health interventions in Nigeria 20 No. 16 - Keep America Beautiful – The road to behavior change 21 No. 17 - Social Marketing & Health Promotion: designing a public health model 54 No. 54 - Cool diseases! Inequality of health attention in a social marketing perspective 23 No. 18 - Participatory Public Health? Implications of new media interacting with traditional public health communication approaches 56 No. 55 - Competing with tobacco companies in low income countries: a social marketing agenda 25 No. 19 - Utilizing Social Marketing Principles to Encourage Obesity Prevention Throughout the Life Span 26 No. 20 - Promoting Positive Associations with Insect Pollinator Species 57 No. 56 - Beef and Trees: Engaging Beef Producers in Reducing Greenhouse Gas Emissions 27 No. 21 - Developing a drinking advice to empower general public in Hong Kong to make educated choices on alcohol consumption 58 No. 57 - Youth4Health: A case study of design thinking and social marketing 59 No. 58 - Well-being and social marketing 27 No. 22 - A smoking quitline in Uganda: Procedural feasibility and promotion issues 60 No. 59 - What’s in it for me? Virtual conspicuous donation strategies as a source of value in blood donation 29 No. 23 - A smoking quitline in Uganda: Procedural feasibility and promotion issues 62 No. 60 - Fear Appeals to Be Conveyed in Antismoking Campaigns to Chinese Adolescents: Endangers Self or Others? And What Kind of Others? 29 No. 24 - Citizens’ Needs and Preferences related to Municipal Solid Waste Management and Life-Stages 63 No. 61 - Pushed gossip & Viral effects in Healthcare marketing 30 No. 25 - Weighing the Evidence in Formative Research: The Development of a National Latino/Hispanic HIV Awareness Campaign 63 No. 62 - A Toolkit to Accelerate the Adoption of Cycling for Transportation 31 No. 26 - Arrive Alive App - a Road Map 69 No. 64 - Sanitation Marketing – Where Are We Now? 31 No. 27 - A proposed model for health communication initiatives using traditional and non-traditional metrics 70 No. 65 - Where are we and where do we want to go? 66 No. 63 - Rare Philippines Sustainable Fishing and Social Marketing 71 No. 66 - Using Social Marketing to Increase Youth Participation in Health Policy Change 32 No. 28 - Design and Delivery of An Evaluation to Determine the Value of an Innovation Pilot to Lowering Excessive Drinking and Sexual Health Risks in Young People Living in Rural Areas by Advance Behaviour Change Ltd. 72 No. 67 - Transformative Stakeholders: Moving from a Marine, Fisheries and Coastal Management Centric View to a Societal Systems Change Perspective 33 No. 29 - Theory and model use in social marketing health interventions 73 No. 68 - Neuroscience Based Safety - Behavior change at Unmanned Level Crossings 34 No. 30 - It’s not that far - ditch the car: The use of message framing and threat to discourage personal vehicle use in adolescents 74 No. 69 - Understanding Today’s Smokers: Using Formative Research to Guide the Development and Marketing of Quitting Services 35 No. 32 - Applying Social Marketing Approaches to Improving Diabetes Control in Young Adults 75 No. 70 - Can Celebrities Help Teens Overcome Skeptical Attitudes toward Social Ad Claims? 36 No. 33 - Video Games: Moderating adolescent alcohol drinking through experiential value 76 No. 71 - FRIDAY NIGHT BRAIN How an insight into beliefs, values and social networks provided a key behavior change driver for a new and unique approach to an integrated Chlamydia testing social marketing campaign on behalf of Ontario Public Health. 37 No. 34 - Social Marketing for physical activity and health: Encouraging sustainable patterns of physical activity and health in children. 38 No. 35 - Designing the Territorial Marketing Strategy on the Principles of Cluster Policies 77 No. 72 - Using Grassroots Research to Strengthen Childhood Obesity Prevention Initiatives 39 No. 36 - A Social Marketing Based Intervention to Improve Farmers' Respiratory Health: application of a 9-step planning process 78 No. 73 - Enhancing pro-environmental behaviour among youth audiences: The role of source and usage salience message 40 No. 37 - FAN – A Social Marketing intervention supporting healthy weight in parents and children through the use of new technologies 80 No. 74 - What Works for Whom, Under What Conditions: A Brief Realist Review of Parent-focused Social Marketing Interventions 40 No. 38 - Virginia Hospital Center Medical Brigade - Improving Health Equality in Rural Honduras through Building Innovative Engagement and Strategic Communication Strategies and Programs 81 No. 75 - Financial Short-term Bias Amelioration in Economically Disadvantaged Individuals 3 Welcome from Professor Jeff French 82 No. 76 - How to Find Effective Change Agents for Social Marketing Programs: preliminary evidence from Australia and Indonesia 83 No. 77 - Encouraging Green Consumption- Role of green trust and green experience 84 No. 78 - Healthy Families BC 87 No. 79 - Content Analysis of Diabetes Management Mobile Applications: Adherence to Behavior Change Theory and Evidence-Based Medicine 88 No. 80 - Social Marketing of Sprinkles: from Formative Research to Marketing Reality - Case Study on Marketing of “Sprinkles” 89 No. 81 - Beyond our Borders: Engaging Americans on Global Health Issues 90 No. 82 - Making Every Contact Count in Salford 91 No. 83 - Greenwich Get Active – Mobilising a whole community to get active 92 No. 84 - Unlocking the potential of branding in social marketing 94 No. 85 - Marketing and society: A logic model for the marketing discipline? 95 No. 86 - Behavior Changing through of Social marketing - Georgian Case 97 No. 87 - A Social Marketing Intervention to Promote Consumption of Low-fat Milk Dear Delegates 97 No. 88 - Collaborative Change® – A participatory approach to behaviour change, driven by the power of co-design™ This book of abstracts fromm the World Social Marketing Conference held in Toronto in the Spring of 2013 is a significant contribution to the development of the Social Marketing field. The conference and its legacy represented in this book and the online material consisting of keynote and seminar presentations will continue to inform and influence thinking for years to come. 99 No. 89 - Why social marketing? Because knowledge is not enough to deter secondary supply of alcohol to minors 100 No. 90 - Current ethical issues in social marketing 100 No. 91 - Production of good health: contribution of social marketing to health (in)equalities from a cultural capital perspective 102 No. 92 - Case Study Highlights from 2011 and 2012 102 No. 93 - Tools of Change: Proven methods for promoting health, safety and environmental citizenship 103 No. 94 - Saskatchewan in motion: Lessons learned from a province-wide social marketing initiative to promote physical activity (2002-2012) 104 No. 95 - Leveraging the full potential of promotion: the case of the Naître et grandir early childhood and parenting initiatives 104 No. 96 - WIXXTM: Branding Physical Activity to Tweens in Quebec 105 No. 97 - A Community-Driven Social Marketing Approach for Policy Development 106 No. 98 - Towards a co-creation perspective in social marketing I would like to thank everyone who has made the conference possible and who have contributed to this record of the event. Through vehicles such as this book and the conference itself, and the many networks and relationships that it fosters, we are building an increasingly sophisticated and powerful field of practice that is slowly but surely becoming a standard part of social policy development and delivery. 108 No. 99 - The CRUSH Campaign: A Tobacco-Free Social Marketing Campaign in Las Vegas, Nevada for Lesbian, Gay, Bisexual and Transgender Young Adults. 109 No. 100 - Inbetweeners and boomers: how England is using social marketing to improve the health of 55+ and 11-15 year olds 109 No. 101 - Barriers to Reducing the Environmental Impact of Residential Landscapes 110 No. 102 - Prostate Cancer Detection: A Case Study Using Controversial Advertising to Change Behaviour 111 No. 103 - Condom Merchandising and Availability in Vietnam: Changing taboos 113 No. 104 - Social Marketing, Environmentalism, and Science Literacy 114 No. 105 - Overcoming Obesity’s Misperception: A Colorado Campaign for Change 115 No. 106 - Media in Vietnam and what it means for Social Marketers 117 No. 107 - But I AM normal: Perceptions of safe driving norms in Vietnam 119 No. 109 - Reappraisal of How to Apply Behavior Change Theory to Reach and Motivate At-Risk Consumers The papers represented in this volume confirm that the future is bright for Social Marketing. 120 No. 110 - Is Green Red or Black? Understanding how Luxury Hospitality Customers Value Green Initiatives Professor Jeff French 118 No. 108 - Challenges and Opportunities in Creating a Centralized Social Communications NGO: Ad Council Jamaica 121 No. 111 - Branded Breastscreening: How brand congruence, perceived threat and age influence coping 123 No. 112 - Learning from Bourdieu about the role of Social Marketing in multi-disciplinary behaviour change. An empirical case. 124 No. 113 - “I’m Allergic 2 Stupid Decisions. R U?” 125 No. 114 - An Overview of the U.S. Centers for Disease Control and Prevention’s Inside Knowledge: Get the Facts About Gynecologic Cancer Campaign 126 No. 115 - Developing effective Social Marketing programs among Aboriginal people: A review and assessment of best practices. 127 No. 116 - Applying the principles of behaviour change to road safety in South Australia 4 paradigm (see Wilkie & Moore, 2003, 2011; Sheth & Sissodia, 2005). A cross-sectional survey of marketing academics and practitioners in the UK and Australia will then be conducted to test their views towards a logic model for the marketing discipline, and identify confounding variables influencing such views. A purposive sampling approach will be used to generate a sample of approximately 200 participants. The survey will be distributed through a number of databases and portals such as the Academy of Marketing, the European Academy of Marketing, the Australia and New Zealand Marketing Academy, and email lists to marketing academics and practitioners. To aid the response rate, reminder emails will be sent to invite participants to complete the survey. Consideration of marketing’s relationship with, and the role and impact it has on society should be the fundamental construct upon which the discipline is based. All marketing has impacts on stakeholders in society, whether they are firms, public health bodies, consumers, or policy makers. Therefore, marketing strategy should consider the impacts of marketing activity when delivering any offering, whether that is a product, service, intervention or lifestyle behaviour (Polonsky et al. 2003). Importantly, strategy should incorporate planning and processes to mitigate any negative consequences to society from marketing activity. In the commercial world, this involves going beyond paying lip service to CSR; but putting the concept of marketing and society at the core of business and developing strategies that result in the greatest benefit and/or limits negative impacts on all stakeholders. In nonprofit and social marketing, this would necessitate greater consideration and reflection of the impacts on all stakeholders from activities – for instance how does the marketing strategy of local authorities influence consumer’s perceptions of public services, or how do social marketing interventions tackling childhood obesity affect low income parents who cannot afford healthy and nutritious food. Analysis Survey data will be coded and input into SPSS statistical software. Descriptive analyses will be conducted to identify the most commonly identified logic models of the marketing discipline by participants. Parametric tests (t test/regression) will be conducted to identify significant relationships between respondents’ views towards logic models of the marketing discipline, and demographic and confounding variables. Findings will be presented at the WSM in 2013. References If marketing and society is to be embedded at the heart of the discipline, pedagogy should also engender this concept as a basic and fundamental principle in marketing (Wilkie & Moore, 2011). Teaching the next generation of marketers to consider, reflect and critically analyse the role and impact of marketing in society would assist the process. Other aspects of the marketing discipline such as critical marketing, sustainable marketing, nonprofit marketing and social marketing have contributed to the consideration of society in marketing thought. Developing marketing systems based upon consumer satisfaction, sustainability, and quality of life; and building effective relationships and ethically sound and socially responsible practices should be the focus for our discipline (Lee & Sirgy, 2004; Peattie, 2007; Carrigan & de Pelsmacker, 2009). Engaging in this process can reformat the discipline to contribute to positive economic and social development, and attract less vituperative criticism. Andreasen, A. (2012). Rethinking the relationship between social/nonprofit marketing and commercial marketing. Journal of Public Policy and Marketing, 31(1): 36-41. Carrigan, M., De Pelsmacker, P. (2009). Will ethical consumers sustain their values in the global credit crunch? International Marketing Review, 26(6): 674-687. Kotler, P., Levy, S. (1969). Broadening the concept of marketing. Journal of Marketing, 33(1): 10-15. Lee, D-J., Sirgy, M.J. (2004) Quality-of-life (QOL) marketing: Proposed antecedents and consequences, Journal of Macromarketing, 24(1): 44–58. Peattie, K. (2007). Sustainable marketing: Marketing re-thought, remixed and re-tooled’, in M. Saren, P. Maclaran, C. Goulding, R. Elliott, A. Shankar and M. Catterall (Eds.). Critical Marketing: Defining the Field, pp. 193–207. London: Butterworth-Heineman. Study aims, objective and methodology The present exploratory study aims to investigate the views of marketing academics and practitioners in the UK and Australia regarding an overarching logic model for the marketing discipline. The study will identify through a systematic literature search, then test via an online survey with marketing academics and practitioners, a range of logic models for the marketing discipline including the social dominant logic model structured around nonprofit and social marketing proposed by Andreasen (2012), the proposed marketing and society logic model, and other relevant logic models identified within the extant literature. The survey will examine factors that influence the views of participants regarding a logic model for the marketing discipline. Polonsky, M.J., Carlson, L., Fry, M.L. (2003). The harm chain: A public policy development and stakeholder perspective, Marketing Theory, 3(3): 345–64. Sheth, J.N., Sisodia, R.S. (2005). A dangerous divergence: Marketing and society. Journal of Public Policy and Marketing, 24(1): 160162.Wilkie, W.L., Moore, S.E. (2003). Scholarly research in marketing: Exploring the '4 Eras' of thought development. Journal of Public Policy and Marketing, 22(2): 116-146. Willie, W.L., Moore, S.E. (2011). Advancing the study of marketing’s impacts on society: JPP&M as a keystone of the academic infrastructure. Journal of Public Policy and Marketing, 30(1): 56-58. The first phase of research for this study will involve a scoping exercise to explore the extant literature from 1950-2012 in English language peer reviewed publications regarding logic models and overarching themes relating to the marketing discipline, to inform development of the survey instrument. Searches will be conducted in the ABI-Inform, Business Complete, Scopus, and Web of Knowledge databases using a combination of search terms including but not restricted to: marketing, model, logic, taxonomy, system, schem*, categor*, non-profit, commercial, social, service*, business, relationship. Results of the database searches will be downloaded into bibliographic software and the data de-duplicated. Titles, and abstracts and full papers in the database will then be reviewed and articles that are irrelevant to the research objectives will be excluded. Full texts of remaining articles will be obtained and screened for inclusion/exclusion. Number: 86 Author(s): Dr Charita Jashi, Prof Nugzar Todua (both presenting) Affiliations: (1) Tbilisi State University, Tbilisi, Georgia Title: Behavior Changing through of Social marketing - Georgian Case Abstract: The process of economic transformation in Georgia is accompanied with the emergence of new values and establishment of entirely different relationships requiring a review of the current marketing approaches. Such changes considerably affect the psychological and social condition of consumers as well as their mode of conduct. Establishing welfare and healthy lifestyle is an important problem in the country. Social Marketing is one of the modern trend of Marketing, which aims not only to focus on markets and needs of consumers, but to examine how marketing can be used as a strategy for changing behavior of the consumers for empowering well being of population . The goal of social marketing is to see incentives, to encourage more people to enter and pursue academic career and social marketing within Relevant papers will then be reviewed to identify key themes and logic models. The second phase will involve an online survey drafted using Survey Monkey software to measure participants’ attitudes and views towards logic models of the marketing discipline and also measure confounding variables including demographics, occupation and industry sector, and political and social beliefs. The survey will then be pilot-tested with marketing academics and practitioners using a purposive sampling approach to identify and remedy any issues with survey measures. 95 marketing it became possible to convince the individuals, the members of society (for instance, its unsafe to move without safety belts), special emphasis was given to lobby from legislators’ side, to change the dependence of society in connection with the usage of safety belts. The majority of respondents fixed their positive attitude towards the adoption the law regarding safety belts. Adoption of the law in 2010 by the parliament of Georgia, corresponding information campaign made good influence on enhancing public awareness, that was expressed on changing the consumers’ behavior. It became obligatory by law to use safety belts while moving in the city , 25 dollars was defined for not fulfillment of this article. The executive government made road traffic under its control. It became obligatory to use safety belts not only for driver but also for the front passenger. As a result drivers and passengers have desire to wear seat belts and new social product was created, stimulated of this social product was realized by private businesses – banks, transport companies, TV channels, printed media and business associations. Surveys made in 2011 in Georgia confirmed that the index of usage of safety belts by drivers and front passengers increased significantly. Monitoring of usage of safety belts and technical inspection and control of condition of seat belts are held systematically. Despite the fact that the law regulates the obligatory use of seat belts by drivers and front passengers, it is necessary to make this achievement sustainable. the public health and marketing fields. (1.2) The concept of social marketing is relatively new for Georgia . Despite the many achievements of Georgia is an emerging market where the private sector is still in the process of its formation, business faces various challenges like an unclear business environment and unpredictable future that increase expenses and caution in investment. At the same time the benefits of having socially oriented businesses are not fully recognized, which identifies business as main contributor to economic and human development. Radical changes are taking place in the social environment.. New social product is seen as a significant product for a society, which should serve the purpose of public interest. Implementation of Road Safety Program is good example of social changes campaign in Georgia. Road safety programs use social marketing instruments for resolving above mentioned social issue. Due to joint action of government, business and society the formation of new behavior –consumption of safety belts have been conducted. As it is known that social marketing relyeis on the theoretical concepts of behavior changing. According socal cognitive theory (Bandura) people are driven not by inner forces, but by external factors. This model suggests that human functioning can be explained by a triadic interaction of behavior, personal and environmental factors behavior of individual is depending on intervention on the beleif and attitude of consumer Models such as Social Marketing and Diffusion of Innovation operate at a broader, societal scale rather than focusing on individuals .(4) According the Transtheoretical (Stages of Change) Model the campaign of social change needs to pass six stage. Attitude is generated from cognition (source of information) affect (feelings, emotions associated with an object which can influence attitude)and past behaviors. (5, 6 ) Above mentioned models of societal behavioral change conducted new behavior –product in the country. See table1: Structure of Changing Campaign of Safety Belts in Georgia Types of Changes Forms of Influencing Behavior Activities changing Spport Results Structural changing Regulation of Llegislation, taxes The parliament of Adopted Seat Georgia; belt legislation Prepared the Road Safety Strategy and Action Plan Ministry of Internal Affairs; The Ministry of Regional Development; The social marketing intervention provided in Georgia intended to change Georgian consumer`s attitudes and behaviour towards road safety through empowering public awareness and education programs on seatbelt use for road safety. In order to facilitate changing behavior of consumer it was important to increase the motivation of the drivers and passengers, to influence on their personal values, emotions, lifestyles and etc. Ministry of Science and Education; Ministry of Health and Social Issue; Changing on the Awareness society level Raising Campaigns; Business side TBC Bank, Bank of Georgia, Procredit Bank, Lobby ; Toyota Company Advocate ; GPI Holding, Radisson SAS Research and Iveria Hotel;Micro Media financial Campaigns Foundation Advertising “Cristal” and the campaigns; magazine Education “Autobild”. programs; Civil society side Promotion Georgia Alliance activities for Safe Roads; Media marketing Partnership for Road Safety Foundation; NGOs Universities. Schools Changing on the Increased All stakeholders individual level motivational factors Road safety is crucial current social issues. Despite of different actions to reduce number of fatalist accidents in Georgian roads the problem is remained very critical. Road safety culture is very poor in the country Since 2007, with support from the FIA Foundation, the Partnership for Road Safety and other stakeholders had been implementing the project “Increasing Seat Belt Use in Georgia,” and has carried out numerous activities in order to increase seat belt use in Georgia. Usage of safety belts in Georgia In the sphere of road safety based on the long-term world experience. The special survey was made to understand consumers’ dependence towards safety belts, the study showed the following tendencies: the part of interviewees shared the world experience and supported the introduction of seat belts; the second part considered that it’s not necessary to use seat belts on low speed. (6) There are so many acute social problems in the country and there is no necessity to focus on that problem -such kind of opinion was expressed, Target information support was conducted to make population convinced in necessity of usage of safety belts for traffic safety. It was paid much attention to existence of safety belts in all transport means and to improve the quality of safety belts. It became especially important to involve the representatives of healthcare and education spheres, large private companies and civil society in the above mentioned program. Improved consumer`s awareness The results of consumer research revealed many negative events existing in Georgian reality while not using safety belts. Road accident statistics were systematically delivered to the society, which was very alarming. Many specialists consider that every aspect of road safety does not need to use social marketing or even whole marketing mix. Many social marketing issues are so complex that one organization cannot address them alone. Financial stimulation , prize , awards television and radio advertisements, billboards, posters, events, media outreach, and police checkpoints. Road Safety Day Child Protection Day “Protectthe Unprotected”. Photo Exhibition on Seat Belts; Rally Events; “Road Safety” New Subject at Georgian Schools Analyzing Social and Economic Costs of Not Wearing Seat Belts Youth Road Safety Education New behavior driver and passengers with belt safety Passengers, drivers 94 % of Tbilisi drivers using safety belts regularly,Safety belt usage on highwayes 98% References 1. Lefebvre Cr .On Social Marketing and Social Change: Selected Readings 2005-2009 2. Kotler, P. Lee N.,Roberto D. Social marketing: influencing behaviors for good 2008; 3. Prochaska, J. Johnson, S.Lee, P. The transthe¬ore¬tical model of behavior change.1998 We consider that each instrument of social marketing should be effective according time and place. As a result of intervention of social 4. Andreasen, A, Social marketing 21 century, Georgetown university, 96 media market and similar retailers in a neighboring media market. All of the participating retailers in the intervention condition displayed some type of point-of-purchase material (life-size cut-out, clings, nutrition education flyer). Some retailers also sponsored discount coupons for 1% low-fat milk purchases. medical school, 2006 5. Hastings, H. Relational Paradigms in Social Marketing, Journal of Macro marketing Houston FS, 2010 6. Partnership for Road Safety Foundation REVIEW 2010-2011 , Tbilisi, 2012 The project evaluated the intervention by analyzing milk purchases at each participating grocery store in the Oklahoma City area at four points in time (same period prior year, 3-month period prior to intervention, intervention period, 3-month period after intervention) with comparable sales data obtained from retailers in the neighboring media market. We also obtained milk sales data for the largest media market in an adjoining state. The evaluation design will allow us to determine the relative influence of the mass media effort alone compared to the mass media effort in conjunction with point-of-sale reinforcements, while controlling for a number of confounding factors such as socioeconomic status of the surrounding area, availability of 1% low-fat milk in individual stores, and seasonal and temporal trends. The postintervention data collection concludes in November 2012 and the results of the evaluation will be presented in the session. 7. Theories and Models in Social Marketing Reference: Lefebvre, RC In PN Bloom and GT Gundlach (Eds.),2000 Number: 87 Author(s): Robert John Affiliations: (1) University of Oklahoma Health Sciences Center, Oklahoma City OK, USA Title: A Social Marketing Intervention to Promote Consumption of Lowfat Milk Abstract: Americans consume a diet high in saturated fat. Dairy products, including fluid milk, contribute to this dietary pattern. This has been shown to be associated with a number of chronic health problems that affect population health as well as contribute to the obesity epidemic. For several years, nutrition programs operated by the U.S. Department of Agriculture have advocated use of low-fat or non-fat milk by everyone over the age of two and have mandated use of low-fat milk in school meals and the Women’s, Infants and Children’s (WIC) program. However, American consumers continue to favor higher-fat fluid milk options (whole and 2% milk) by a wide margin, and this pattern is even more pronounced among low-income populations. Number: 88 Author(s): Steven Johnson Affiliations: (1) Collaborative Change, Preston, Lancashire, UK Title: Collaborative Change® – A participatory approach to behaviour change, driven by the power of co-design™ Abstract: As part of efforts to urgently reduce public sector spending, the UK Coalition government has highlighted the need to develop more effective, efficient and sustainable approaches to changing citizen behaviours. Based on our formative research, we know that consumers prefer a creamier texture, but choosing milk with a higher fat content also is the result of perceived family tradition and lack of nutrition knowledge. Studies have shown that females are more likely to choose lower-fat milk, while males tend to consume more whole milk. This is partially due to females being more concerned with weight or health and partially due to a misconception among males that whole milk contains more nutrients. Advertisement and price considerations are other reasons for milk consumption patterns. Previous approaches have been hindered by a reductive model of human behaviour, manifest in three interrelated biases: 1. An understanding of human behaviour as being self-directed rather than contextually-determined. 2. Insight generation based on blatant needs rather than latent needs. Based on substantial formative research on attitudes toward and beliefs about low-fat milk among low-income Oklahomans, a three-month multilevel intervention was designed and implemented in the Oklahoma City media market. The primary objective was to encourage low-income individuals to consume 1% or skim milk. Our primary target audience was the Supplemental Nutrition Assistance Program (SNAP) population, which was formerly known as the Food Stamp Program. The secondary audience is the WIC-eligible population (<185% of the Federal Poverty Level) who have children over two years of age. Our formative research suggested that current consumers of 2% milk are the most likely to switch to 1% or non-fat milk. 3. Intervention development focused on persuasion rather than empowerment. Collaborative Change is a participatory approach to behaviour change developed to correct these biases and facilitate development of behaviour change interventions that respect and reflect the full complexity of human behaviour. The approach is based on the simple principle that real, sustainable change must come from within – the individual, the community, the organisation. It is built on a growing evidence base and has been distilled from direct experience of a wide range of behaviour change programmes across a variety of public health issues. Formative research discovered that most people considered 2% milk as low-fat, although the fat content is two-thirds as much as whole milk. Only 1% milk is considered low fat according to federal labeling standards. This misconception was a primary focal point of our campaign and “only 1% is low-fat” was used in all promotional materials. To counteract a number of misconceptions about 1% low-fat milk and increase its use among low-income populations, we used the information from our formative research to develop appropriate promotional and nutrition education materials about 1% low-fat milk (10 “lactoid factoids”). Working with an experienced media firm, we developed and implemented a mass media campaign (bus-wraps, outdoor billboards, magazine, television and radio ads, internet radio and videos, direct and point-of-purchase promotions, souvenir buttons) to support the intervention. All promotional materials were available in both English and Spanish. A professional basketball player from the local National Basketball Association team, Kendrick Perkins, was the spokesperson for all elements of the campaign. Approximately, $250,000 was devoted to the promotional elements of the campaign. Based on the latest behavioural science and synthesising insights from a range of disciplines, it provides a defined set of principles and a stepby-step process to manage the complexity of programmes developed through participatory approaches. The behaviour change imperative In response to the global financial crisis and a public sector net debt of £842.9 billion (Office of National Statistics (ONS), 2010) the UK’s Coalition government is driving through a radical programme of fiscal reform, resulting in planned spending cuts of £81 billion over the next 4 years (HM Treasury, 2010). Despite concerted efforts and relatively generous budgets, the UK health inequalities gap in 2005–07 was 4% wider for men than in 1995–97 and 11% wider for women (National Audit Office (NAU), 2010). In this context, the Coalition government has not only recognised the central role that behaviour change must play in reducing public health expenditure, it has also highlighted the urgent need to develop more effective methods of bringing it about (Cabinet Office, 2010); methods The project developed collaborative relationships with regional grocery stores, milk producers, and a trade association in the Oklahoma City 97 Published by The Conference People Ltd Copyright © The Conference People Ltd ISBN 978-0-9576830-0-6 with the support of: supporting organisations: Institute of Communication Agencies Design by Proworx : : www.proworx.co.uk