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Brighton & Hove City, England, 29 30 September 2008
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Where we are nowGood Works and So Do the 4Ps. Sharing SuccessStories from the U.S.Nancy LeeUniversity of Washington, Seattle, USAand Social Marketing Services, Inc., USA
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& So Do& So DoThe 4Ps !The 4Ps !
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WASHINGTON STATE #1
WashingtonState
#1 !
WashingtonState
#1 !
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FOUR SUCCESS STORIESFOUR SUCCESS STORIES1. Tobacco Cessation2. Pedestrian Safety
3. HIV/AIDS Testing4. Litter Prevention
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FOR EACH STORYFOR EACH STORYTarget AudienceBehavior Objective
Guiding Theory4Ps
Results & ROI
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TOBACCO CESSATIONTOBACCO CESSATIONSituation: Washington State Year 2000: 1 million adult users
$1800 taxpayer cost per smoker/per year
Target Audience :70% wanting to quit
Behavior:Call the Quit LineTheory:
Stages of Change
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Quit counselorQuit plan
Quit kitQuit resources
PRODUCT PRICE PLACE PROMOTION
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Toll Free Num ber
Free Counselor
Free Quit Plan K it
Online Calculator
PRODUCT PRICE PLACE PROMOTION
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PHONE7 days a week
5am 9pmMessage 24/7
WEB SITEWorksheetClick to Call button
PRODUCT PRICE PLACE PROMOTION
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MessagesEncouragingUnderstandingAssuring
PRODUCT PRICE PLACE PROMOTION
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Media ChannelsTelevisionOutdoor
PostersBrochuresWallet cardsBar coastersWorkplace activities
Fax from physicianPublicity
PRODUCT PRICE PLACE PROMOTION
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RESULTS & ROIRESULTS & ROISeven years later 100,000
th
call13% of callers quit
State cost per quit: $830State savings per quit: $1800/year
235,000 fewer smokers in stateFrom 22.4% to 17% usersFrom 20 th to 5 th in nation
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PEDESTRIAN SAFETYPEDESTRIAN SAFETYSituation: City of KirklandPedestrian flags since 1996
11% usage in 2007
Target Audience :Workers, shoppersBehavior:
Use a flag every timeTheory:
Health Belief Model:Barriers Focus
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BARRIERSBARRIERSWhat are they for?No flags on my side.
Holder hard to use.I feel safe.
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Old Design New Design
PRODUCT PRICE PLACE PROMOTION
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Adopt a CrosswalkPartners
PRODUCT PRICE PLACE PROMOTION
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Improving Access
PRODUCT PRICE PLACE PROMOTION
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Drink Coasters Posters
PRODUCT PRICE PLACE PROMOTION
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Downtown Banner Sidewalk Stencils
PRODUCT PRICE PLACE PROMOTION
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RESULTSRESULTS5 Months Later5 Months Later
68% Increase18.5%11.0%% Usage
64% Increase438267# Flags
3% Decrease23632426
# People /Groups
% CHANGE20082007
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HIV/AIDS TESTINGHIV/AIDS TESTINGSituation: King County, WA
About a third of positives dont know itKnowing positive changes behaviors
1996 declining testing ratesTarget Audience :Customers at Gay Bath Houses
Behavior:Get tested
Theory:Ecological Model
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PRODUCT:Oral rapid testing
Results in 30 minutesCounseling
PRODUCT PRICE PLACE PROMOTION
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PRODUCT:Oral rapid testing
Results in 30 minutesCounselingPRICE:
Free
PRODUCT PRICE PLACE PROMOTION
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PRODUCT PRICE PLACE PROMOTION
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PRODUCT PRICE PLACE PROMOTION
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RESULTSRESULTSTested 1559 ( 2003 2007)33 positives (2.1%)
1% considered cost effectiveUnexpected benefitReturn for partner helpReturn for early treatment counseling
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LITTER PREVENTIONLITTER PREVENTIONSituation: Washington State 2001
16 million pounds of litter/year (Just on roads)$4 million for only 25%
Target Audience :20% tossing stuff or not securing loads80% watching!
Behavior:Proper disposalReport littering
Theory:Social Norms
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Toll-free Hotline Web site to Report
PRODUCT PRICE PLACE PROMOTION
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PRICE:Highlight finesHotline & Web site: Free
PRODUCT PRICE PLACE PROMOTION
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PRICE:Highlight fines
Hotline & Web site: FreePLACE:Available 24/7
PRODUCT PRICE PLACE PROMOTION
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PRODUCT PRICE PLACE PROMOTION
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RESULTS & ROIRESULTS & ROIOutcome :Calls to Hotline: Almost 15,000/yearImpact
2003-200724% Reduction (From 8 to 6 tons)
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Cost Benefit AnalysisCost Benefit Analysis$1.00 spent on prevention = 6.88 lesspounds of litter
Picking-up 6.88 pounds = $3.37
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ICING ON THE CAKEICING ON THE CAKE
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IT TOOK ALL 4PSIT TOOK ALL 4PS
Integrated Mix
Testimonials
HealthcareProviders
Promotion
Line: 5am-9pmWeb site: 24/7
Place
Toll FreeSavingsMedications
Price
Quit LineQuit KitQuite Counselor
Product
TobaccoQuit Line
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IT TOOK ALL 4PSIT TOOK ALL 4PS
Drink coastersBannersNewspaperStories
PostersPartner mention
Integrated Mix
Testimonials
HealthcareProviders
Promotion
Buckets to easeuse andcloser tocrosswalk
Line: 5am-9pmWeb site: 24/7
Place
Discount couponsfrom Partners
Toll FreeSavingsMedications
Price
Improved FlagsQuit LineQuit KitQuite Counselor
Product
PedestrianFlags
TobaccoQuit Line
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IT TOOK ALL 4PSIT TOOK ALL 4PS
Web sitesStaff
Drink coastersBannersNewspaperStories
PostersPartner mention
Integrated Mix
Testimonials
HealthcareProviders
Promotion
Bath HousesBuckets to easeuse andcloser tocrosswalk
Line: 5am-9pmWeb site: 24/7
Place
FreeDiscount couponsfrom Partners
Toll FreeSavingsMedications
Price
Rapid testsImproved FlagsQuit LineQuit KitQuite Counselor
Product
HIV/AIDSTesting
PedestrianFlags
TobaccoQuit Line
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IT TOOK ALL 4PSIT TOOK ALL 4PS
Road signsRadio adsTV adsOutdoor
Posters
Web sitesStaff
Drink coastersBannersNewspaperStories
PostersPartner mention
Integrated Mix
Testimonials
HealthcareProviders
Promotion
24/7Bath HousesBuckets to easeuse andcloser tocrosswalk
Line: 5am-9pmWeb site: 24/7
Place
FreeFines
FreeDiscount couponsfrom Partners
Toll FreeSavingsMedications
Price
HotlineRapid testsImproved FlagsQuit LineQuit KitQuite Counselor
Product
LitterHIV/AIDSTesting
PedestrianFlags
TobaccoQuit Line
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WASHINGTON STATE #1WHY #1?WHY #1?
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WASHINGTON STATE #1 What are theydoing in
WashingtonState?
What are theydoing in
WashingtonState?
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WASHINGTON STATE #1 What are theydoing in
WashingtonState?
What are theydoing in
WashingtonState?
We useSocial
Marketing!
We useSocial
Marketing!
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A REQUIRED COURSEA REQUIRED COURSE
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THANK YOU!THANK YOU!
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Where we are now
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