Social Marketing in Action

Thursday, June 17th, 2010/ Stobart Stadium, Widnes

ChaMPs Social Marketing in Action

Martin McEwan

Director of Communications & Engagement

Importance of social marketing

– Targeting– Understanding and articulating the audiences – Doing what works is ultimately more efficient – Measurement & evaluation critical (case

studies today)

QIPP•

– Social marketing has a key role in “Prevention”

– …as well as Innovation

– It can also contribute greatly to the general drive for efficiencies (eg Choose Well)

QIPP•

– Social marketing has a key role in “Prevention”

– …as well as Innovation

– It can also contribute greatly to the general drive for efficiencies (eg Choose Well)

Sharing what’s already out there

– In Cheshire & Merseyside– In NW– Across England

– Brand audit across PCTs– 75+ projects/campaigns– Next steps?

Planning to share

– Understanding and articulating the audiences will facilitate sharing/roll-out

– Design this into projects– Joint commissioning process?

Background

• Social marketing campaign to achieve additional 5000 quitters from the more disadvantaged areas in Wirral

• Overall aim is to reduce smoking prevalence in targeted neighbourhoods:– Areas of deprivation– Routine and manual workers– Unemployed

Smoking Prevalence SurveyNovember 2009

Number of residents surveyed from 20% most deprived

3407

Overall smoking prevalence

34.7%

Daily smokers 32.4%

Average number of years smoking

23.9

Routine and manual workers

38.3%

Black Minority Ethnic (BME)

29.4%

How Smokers Quit

0

10

20

30

40

50

60

Methods of quit attempts lasting more than four weeks

GP or nurseSSSPharmacyWithout support

Based on a sample of 3385 Wirral residents surveyed November 2009.

Drop kids at school, go to work

Tend to stay in or maybe visit family

member or friend in doors Home to feed and put kids to bed

work

Sleep

Up early and out

A day in their life – Unemployed• Start of day fluid – TV on as

soon as they get up and stays on all day

• Pottering around the house, occupied with the kids

• Down to the local shops for bits and pieces

• No set meal times – no real structure to punctuate the day

• Kids in house all day or playing on the street

• Going round to friends or family or having them round

• Weekends no real difference

• No time to engage with services quitting smoking is not a high priority

• Most smokers will attempt quitting on their own

• Innovative ways must be found to bring services to the home

• they want to design their own service to suit them as an individual – not as a smoker only

• Internet is an excellent way to engage with people who do not venture far from home

• Text and phone support is more convenient than travelling to get a service

• Personal media such as door to door or media that allows us to get “in-home” without being intrusive (online) appear to have a key role

Mobile Support

Incentives•Incentives aim to drive clients to a campaign•Can prompt registration and support ongoing quit•All 4 week quitters enter a monthly draw (up to £100)•Quarterly larger prize draws (up to £500)•Incentive scheme delivered in partnership with ASDA

Website

Facebook -Highlights

Facebook - Clients

Telephone, text and e-mail support

• Receive reactive calls • Offer support, advice and referral to appropriate services

including:– NRT by post– e-mail support– text support– Phone support– Intensive support

• Conduct outbound telephone calls, e-mails and texts to establish 4-week smoking status for people signed up to the campaign

• Be available between 9am and 9pm, 7 days a week• Provide an incoming text service which would trigger a callback to

register the client• Enter clients registering with the campaign onto the web-based

data system

BME Community Champions

• Jointly commissioned by Public Health and Wirral DAAT to engage with the local BME population around the issues of smoking, drugs and alcohol

• Male worker for the Asian and Arabic community • Female worker for the Asian and Arabic

community • Polish worker• Chinese worker

Awareness Channels

• Leaflets           485• Newspaper      32• Not Stated       217• Phone              9• Radio               8• Trailer              848• Website           34        • Word of Mouth 154

Results

Number engaged 1763 (802 M, 961F)

% from areas of deprivation

61%

Smokefree 228

Not Smokefree 426

Unknown 1109

Visits to website 2017

Page views 26,680

Winners

•

“This lad is 10 weeks smoke free, thanks for your support, don’t think I could of done it without you xx”

“Yes I am still smoke free and feeling much better for it…last week in kickboxing I was able to last for 5 rounds without coughing and wheezing or feeling like my heart was exploding in my chest…woohoo!!Thanks for all the support”

“Hi just to let you know that I haven't had a cigarette for two months this week. So proud of myself feel loads better , more money in my purse at the end of every week !!! Also recently purchased a bike and I am enjoying getting out and about on it which I couldn't do before ,and haven't used inhalers for 6 weeks ,I was using them 3 times a day before giving up!! how good is that!!! just needed a push and a bit of support”

“Thank you for your support I have been 5 weeks now without

ciggs and feel great for it and my dogs love the extra exercise so I

must say again thank you all.With respect”

Lessons Learnt

• Too much, too quick• Do it in stages• Get your data system right first• Plan for long commissioning processes • Look for possible interruptions to campaign – e.g

Purdah period• Make sure you do not limit yourself in your

choice of partner• Ensure SSS’s are part of the initial design• Plan to dovetail with current service provision as

a bolt on ‘quit express’ service

Smokefree Wirral Programme Leads

• Kim Ozano – Senior Health Improvement advisor (Commissioning)

• Mike Donnelly – Smoking Programme Manager (Provider)

• Carol Corvers - Stop Smoking Service manager (Provider)