KristyNEHA RRNC MAR 25 2010 - NEHA CERT with the Media Good Afternoon! Kristy Miller U.S. EPA. 2...

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NEHA RRNC March 2010Working with the Media

Good Afternoon!Good Afternoon!

Kristy MillerKristy MillerU.S. EPAU.S. EPA

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Helping Society:Helping Society:One Behavior at a TimeOne Behavior at a Time

What is Social Marketing?What is Social Marketing?Theory & PracticeTheory & PracticeThe Seven StepsThe Seven Steps

Role of the Media in Social Marketing Role of the Media in Social Marketing Leveraging the MediaLeveraging the Media

How to Create Campaigns:How to Create Campaigns:Radon Radon What Works, What DoesnWhat Works, What Doesn’’ttResults & Lessons LearnedResults & Lessons LearnedMoving Your CommunityMoving Your Community

What is Social Marketing?What is Social Marketing?

Organized Way of Changing Behavior & SocietyOrganized Way of Changing Behavior & Society

Transaction Based: Request w/Offer Transaction Based: Request w/Offer Based on Research & Social SciencesBased on Research & Social SciencesTested MethodologyTested MethodologyFocuses on ConsumerFocuses on Consumer’’s POV s POV Provides a Benefit, something positiveProvides a Benefit, something positiveHistorical Success: Evidence it WorksHistorical Success: Evidence it Works

Continuum of Program ApproachesContinuum of Program Approaches

Most Most FlexibleFlexible

Most Most RestrictiveRestrictive

INFORMATION:INFORMATION:

Let citizens make Let citizens make their own choices.their own choices.

MOTIVATION:MOTIVATION:

Encourage the Encourage the public to act.public to act.

INCENTIVES:INCENTIVES:

Provide an Provide an advantage for advantage for acting.acting.

REGULATION:REGULATION:

Require Require citizens to take citizens to take action.action.

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Consumer Decision Model Consumer Decision Model

Action

Commitment

Evaluate Information

Desire to Learn More

Awareness

Innovators EarlyAdopters

Early MassAdopters

Late MassAdopters Laggards

Traditional Adoption Process moving through a population

Greenpeace Sierra Club

Will Do the Right Thing

Will Go Green If it’s cheap enough

Nuke the Baby Seals

The Environmental Change Moving through a Society

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Communications ProcessCommunications Process

AudienceAudienceSourceSource MessageMessage ChannelChannel

Feedback (Evaluation)Feedback (Evaluation)

Audience Segmentation &Audience Segmentation &LeveragingdLeveragingd PartnershipsPartnerships

THE PUBLIC

National MediaNational Media State/County State/County Government Government AssociationsAssociations

Local MediaLocal MediaLocal Health Local Health

OfficialsOfficialsState & Local State & Local

Consumer Consumer AdvocatesAdvocates

National National Consumer Consumer

OrganizationOrganization

City Government City Government AssociationAssociation

Building Code Building Code AssociationAssociation

National National Teachers Labor Teachers Labor

UnionUnion

City Health City Health OfficialsOfficials

Building Building Code OfficialsCode Officials

School School OfficialsOfficials

PhysiciansPhysicians

BuildersBuilders

Real Real Estate Estate AgentsAgents

TeachersTeachers

Medical Medical AssociationAssociation

National National Association Association

of Home of Home BuildersBuilders

NationalNational

Real Estate Real Estate AssociationAssociation

School School AssociationAssociation

Campaigns Get ResultsCampaigns Get Results

Safety BeltsSafety Belts–– From 1985 to 2000, seat belt use From 1985 to 2000, seat belt use

has has increasedincreased 50%! 50%! –– 75,000+ lives have been saved 75,000+ lives have been saved

due to seat beltsdue to seat belts–– Crash deaths have decreased to Crash deaths have decreased to

the lowest rate since in 30 yearsthe lowest rate since in 30 years! !

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Campaign ResultsCampaign Results

Drunk DrivingDrunk Driving–– Most recognized antiMost recognized anti--drinking and drinking and

driving slogan in Americadriving slogan in America–– 68% of people exposed to 68% of people exposed to

advertisements help to protect advertisements help to protect themselves from drunk drivingthemselves from drunk driving

–– Alcohol related fatalities are at the Alcohol related fatalities are at the lowest level in 20 years!lowest level in 20 years!

Environmental RecyclingEnvironmental Recycling

The PSA campaigns can help positively The PSA campaigns can help positively change individuals behaviorchange individuals behavior

In 1988, only 30% of USA recycledIn 1988, only 30% of USA recycled

In 2007, In 2007, 90%90% of USA recyclesof USA recycles

Tested Methodology: Tested Methodology: Based on Social ScienceBased on Social Science

1. Clarify Purpose & Action needed1. Clarify Purpose & Action needed2. I.D. Target Audiences2. I.D. Target Audiences’’ Needs/BeliefsNeeds/Beliefs3. Develop Source Partnerships3. Develop Source Partnerships4. Create Effective Messages4. Create Effective Messages5. Use Sources5. Use Sources’’ Channels to Reach TargetChannels to Reach Target6. Assess Feedback & Tracking6. Assess Feedback & Tracking7. Evaluate & Refine7. Evaluate & Refine

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A Radon Case StudyA Radon Case Study

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The Most Unique Communication The Most Unique Communication Challenge ?Challenge ?

No Physical EvidenceNo Physical EvidencePeople Feel Safe at HomePeople Feel Safe at HomeNo SymptomsNo SymptomsMany Things Cause CancerMany Things Cause CancerNo No ““Dead BodiesDead Bodies”” from Radonfrom Radon

Public Ranking of Public Ranking of Environmental HazardsEnvironmental HazardsHazardous waste sitesHazardous waste sitesDestruction of the ozone layerDestruction of the ozone layerRadiation from nuclear emissionsRadiation from nuclear emissionsPesticide residues on foodPesticide residues on foodRadonRadon

Findings Circa 1992

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Scientific Ranking of Scientific Ranking of Environmental HazardsEnvironmental HazardsRadonRadonPesticide residues on foodPesticide residues on foodToxic air pollutantsToxic air pollutantsNuclear power plant emissionsNuclear power plant emissionsHazardous waste sitesHazardous waste sites

What Drives Public Fear & Outrage?What Drives Public Fear & Outrage?Voluntary Risks Voluntary Risks VS.VS. Involuntary RisksInvoluntary Risks

NaturalNaturalFamiliarFamiliarNot MemorableNot MemorableCommonCommonChronicChronicControlled by Controlled by

IndividualIndividualFairFairMorally IrrelevantMorally IrrelevantDetectableDetectableVisible BenefitsVisible BenefitsTrusted SourceTrusted Source

Man MadeMan MadeExoticExoticMemorableMemorableDreadDreadCatastrophicCatastrophicControlled by Controlled by

OthersOthersUnfairUnfairMorally RelevantMorally RelevantUndetectableUndetectableNo Visible BenefitsNo Visible BenefitsUntrusted SourceUntrusted Source

Source: Paul Sloric, Baruch Fishoff and Sarah Lichtenstein

Good Science is not enoughGood Science is not enough……

Public perception & attitudes are a key Public perception & attitudes are a key driver for successdriver for success

Overcoming barriers to actionOvercoming barriers to action–– Translate complicated scientific issuesTranslate complicated scientific issues–– Concise informationConcise information–– Clear and simple messagesClear and simple messages–– Comparison to familiar tasksComparison to familiar tasks–– Personalize the messagePersonalize the message

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Public Enemy #1Public Enemy #1

APATHYAPATHY

Why an Advertising Why an Advertising Campaign?Campaign?General Public had no knowledge of radon General Public had no knowledge of radon prior to 1985prior to 1985Radon lost its news appealRadon lost its news appealRadon is an intangible riskRadon is an intangible risk–– The public is apathetic about radonThe public is apathetic about radon–– ItIt’’s easy to forget & deny radon s easy to forget & deny radon

A Mass, dispersed & evolving audienceA Mass, dispersed & evolving audienceNeed sustained coverage to Motivate ActionNeed sustained coverage to Motivate ActionMedia helps build institutional changeMedia helps build institutional change

Consumer Awareness of Consumer Awareness of Radon as a Health HazardRadon as a Health Hazard

0%

10%

20%

30%

40%

50%

60%

70%

80%

1985 1987 1989 1991 1993 1994

* Source: 1994 CRCPD National Survey on Radon

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The Process of Developing a National The Process of Developing a National Media CampaignMedia Campaign

Research & Planning Strategic

DevelopmentCreative

Development

ProductionDistribution/

Media Outreach/ PR Launch

Ongoing PR, Monitoring &

Assessment

Behavior Change

2005 Baseline Quantitative Research

Homeowners Have Heard of Radon

12% No

5%Not Sure

83%Yes


But Few Homeowners Had Tested for the Presence of Radon

21%Tested

5%Not Sure

74%Not Tested

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Decision to test for Radon is not

a rationale choice.

It is an emotional…

What are the most salient

emotional triggers?

Using a Trusted SourcedUsing a Trusted Sourced

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Television: Add this TV to your Web Sites

Newspaper

Segmentation: Trade Magazine to RealtorsSegmentation: Trade Magazine to Realtors

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Consumer Magazine-Real Estate Focus

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Home Building & DesignHome Building & Design

Behavioral Science saysBehavioral Science says

If you can find a way to make your If you can find a way to make your new behavior fun, easy and popular new behavior fun, easy and popular with your audience, you have a good with your audience, you have a good chance of succeeding.chance of succeeding.

Academy of Educational Development,Bill Smith, PhD.

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TV TV PSAsPSAs

Radio Country

Seven Unique Radio Formats

PopRockCountryR&BLatinGospelKids

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We Invite you to Localize a campaign forWe Invite you to Localize a campaign forYour Community to Help Save Lives!Your Community to Help Save Lives!

Stay in the ArenaStay in the Arena----Radon ResultsRadon Results

Radon Awareness in Public @ ~ 70% Radon Awareness in Public @ ~ 70% Media DonationsMedia Donations–– $400 million total$400 million total–– ROI: $1 = $ 80ROI: $1 = $ 80–– An EmmyAn Emmy

Web & Hotline Calls in the millionsWeb & Hotline Calls in the millions–– Highest in Winter & for Real EstateHighest in Winter & for Real Estate

Home Tests: ~ 20 millionHome Tests: ~ 20 millionMitigations: 1,000,000Mitigations: 1,000,000New Homes Built RadonNew Homes Built Radon--Resistant 1.75 millionResistant 1.75 millionLives Saved 6,000Lives Saved 6,000

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FishFish

Thank You !Thank You !

Kristy MillerKristy MillerU.S. EPAU.S. [email protected]@epa.gov202202--343343--94419441

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KristyNEHA RRNC MAR 25 2010 - NEHA CERT with the Media Good Afternoon! Kristy Miller U.S. EPA. 2...

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Transcript of KristyNEHA RRNC MAR 25 2010 - NEHA CERT with the Media Good Afternoon! Kristy Miller U.S. EPA. 2...