Launching a National Preconception Health Social Marketing Campaign - - PowerPoint PPT Presentation

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Launching a National Preconception Health Social Marketing Campaign - - PowerPoint PPT Presentation

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Launching a National Preconception Health Social Marketing Campaign Elizabeth W. Mitchell, PhD November 28, 2012 National Center on Birth Defects and Developmental Disabilities Division of Birth Defects and Developmental Disabilities

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Elizabeth W. Mitchell, PhD November 28, 2012

Launching a National Preconception Health Social Marketing Campaign

National Center on Birth Defects and Developmental Disabilities Division of Birth Defects and Developmental Disabilities

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Presentation Overview

 Why a Social Marketing Campaign?  Development of the Show Your Love Campaign

  • Market research
  • Creative approach
  • Audience segmentation
  • Materials in development

 Implementation

  • Phase 1

 Evaluation

  • Success metrics
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Why A Social Marketing Campaign?

 In 2006, a U.S. Select Panel on Preconception Health

empanelled a National Consumer Workgroup (CWG)

  • Increase public awareness of the importance of preconception

health behaviors and preconception care services

 Social marketing selected as vehicle for accomplishing

this task

  • Social marketing is an evidenced-based approach for developing

appealing messages, strategies, and interventions to promote behavior change

 Consumer oriented identity for Preconception Health

and Health Care (PCH & HC)

  • Position PCH & HC (engaging, memorable)
  • Umbrella brand that can be used by partners
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Market Research Completed

 Literature review

(2009-2010)

 Materials evaluation

(2009)

 Environmental scanning

(2010)

 Partner assessments

(2010 & 2011)

 Audience segmentation

analyses (2009 & 2010)

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SLIDE 5

Market Research Completed

 Literature review

(2009-2010)

 Materials evaluation

(2009)

 Environmental scanning

(2010)

 Partner assessments

(2010 & 2011)

 Audience segmentation

analyses (2009 & 2010)

 Focus groups (2010)  Couple interviews (2010)  Secondary data analysis

(2011)

 Concept development

and testing (2011)

 Adcept development and

testing (2012)

 Social marketing plan

developed (2012)

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5 Ps Data Sources for Marketing Mix Product

Literature review Materials evaluation Consumer workgroup input Environmental scanning Formative research Concept/adcept testing Consumer workgroup input

Price

Literature review Materials evaluation Consumer workgroup input Environmental scanning Formative research Secondary data analysis Concept/adcept testing

Promotion

Literature review Materials evaluation Environmental scanning Consumer workgroup input Partner assessment Audience segmentation analyses Formative research Secondary data analysis

Place

Literature review Environmental scanning Consumer workgroup input Partner assessment Audience segmentation analyses Formative research Secondary data analysis

Partners

Materials evaluation Environmental scanning Partner assessment Consumer workgroup input Formative research Secondary data analysis

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Show Your Love Campaign

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Show Your Love Campaign

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Show Your Love Campaign

 Targeting women of

childbearing age 18-44

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Show Your Love Campaign

 Targeting women of

childbearing age 18-44

 Creative Frame

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Show Your Love Campaign

 Targeting women of

childbearing age 18-44

 Creative Frame

  • Women are nurturing, juggling

many things and caring for others

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Show Your Love Campaign

 Targeting women of

childbearing age 18-44

 Creative Frame

  • Women are nurturing, juggling

many things and caring for others

  • Women need to love themselves

by taking care of their health

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Show Your Love Campaign

 Targeting women of

childbearing age 18-44

 Creative Frame

  • Women are nurturing, juggling

many things and caring for others

  • Women need to love themselves

by taking care of their health

  • Good health can help a woman

achieve her goals and dreams

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 Targeting women of

childbearing age 18-44

 Creative Frame

  • Women are nurturing, juggling

many things and caring for others

  • Women need to love themselves

by taking care of their health

  • Good health can help a woman

achieve her goals and dreams

  • Women who want to be pregnant

can show their love to their baby now by taking care of their health

Show Your Love Campaign

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Segmentation by Pregnancy Intentions

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Segmentation by Pregnancy Intentions

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 Women who wish to have a child

in the next 1-2 years

Segmentation by Pregnancy Intentions

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 Women who wish to have a child

in the next 1-2 years

 Short term communication goals

Segmentation by Pregnancy Intentions

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 Women who wish to have a child

in the next 1-2 years

 Short term communication goals

  • Increase awareness of PCH term and

behaviors

Segmentation by Pregnancy Intentions

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 Women who wish to have a child

in the next 1-2 years

 Short term communication goals

  • Increase awareness of PCH term and

behaviors

  • Increase awareness that there is a

preconception time period

Segmentation by Pregnancy Intentions

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 Women who wish to have a child

in the next 1-2 years

 Short term communication goals

  • Increase awareness of PCH term and

behaviors

  • Increase awareness that there is a

preconception time period

  • And importance of planning

Segmentation by Pregnancy Intentions

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 Women who wish to have a child

in the next 1-2 years

 Short term communication goals

  • Increase awareness of PCH term and

behaviors

  • Increase awareness that there is a

preconception time period

  • And importance of planning
  • Increase awareness that what women

do before they get pregnant can affect the health of their baby

Segmentation by Pregnancy Intentions

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Segmentation by Pregnancy Intentions

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Segmentation by Pregnancy Intentions

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Segmentation by Pregnancy Intentions

 Women who do not wish to have a

child in the next 1-2 years

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Segmentation by Pregnancy Intentions

 Women who do not wish to have a

child in the next 1-2 years

 Short term communication goals

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Segmentation by Pregnancy Intentions

 Women who do not wish to have a

child in the next 1-2 years

 Short term communication goals

  • Increase awareness about being healthy
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Segmentation by Pregnancy Intentions

 Women who do not wish to have a

child in the next 1-2 years

 Short term communication goals

  • Increase awareness about being healthy
  • Setting goals, make a plan
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Segmentation by Pregnancy Intentions

 Women who do not wish to have a

child in the next 1-2 years

 Short term communication goals

  • Increase awareness about being healthy
  • Setting goals, make a plan
  • Increase awareness about contraception
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Segmentation by Pregnancy Intentions

 Women who do not wish to have a

child in the next 1-2 years

 Short term communication goals

  • Increase awareness about being healthy
  • Setting goals, make a plan
  • Increase awareness about contraception
  • Increase awareness about where to
  • btain information about women’s health
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Segmentation by Pregnancy Intentions

 Women who do not wish to have a

child in the next 1-2 years

 Short term communication goals

  • Increase awareness about being healthy
  • Setting goals, make a plan
  • Increase awareness about contraception
  • Increase awareness about where to
  • btain information about women’s health

 Segmentation based on

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Segmentation by Pregnancy Intentions

 Women who do not wish to have a

child in the next 1-2 years

 Short term communication goals

  • Increase awareness about being healthy
  • Setting goals, make a plan
  • Increase awareness about contraception
  • Increase awareness about where to
  • btain information about women’s health

 Segmentation based on

  • Desire to make concepts and

messages relevant

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Segmentation by Pregnancy Intentions

 Women who do not wish to have a

child in the next 1-2 years

 Short term communication goals

  • Increase awareness about being healthy
  • Setting goals, make a plan
  • Increase awareness about contraception
  • Increase awareness about where to
  • btain information about women’s health

 Segmentation based on

  • Desire to make concepts and

messages relevant

  • Desire to reach the audience
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Show Your Love Campaign

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Show Your Love Campaign

 Phase 1- Pi

Pilot t Ca Campaig mpaign

  • Implementation across and through partners
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Show Your Love Campaign

 Development: January –December 2012

  • Materials under development

include: posters, TV PSAs, educational video, web banner ads, radio scripts, image library, consumer checklists, social media buttons, campaign logo.

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Show Your Love Campaign

 Development: January –December 2012

  • Materials under development

include: posters, TV PSAs, educational video, web banner ads, radio scripts, image library, consumer checklists, social media buttons, campaign logo.

Campaign Development

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Show Your Love Campaign

 Development: January –December 2012

  • Materials under development

include: posters, TV PSAs, educational video, web banner ads, radio scripts, image library, consumer checklists, social media buttons, campaign logo.

Campaign Development

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Photo Library

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Logos

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Show Your Love Campaign

 Implementation: January –December 2013

  • Kicking off Valentine’s Day/week 2013

Campaign Development

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Show Your Love Campaign

 Implementation: January –December 2013

  • Kicking off Valentine’s Day/week 2013

Campaign Implementation Campaign Development

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Show Your Love Campaign

 Implementation: January –December 2013

  • Kicking off Valentine’s Day/week 2013

Campaign Implementation Campaign Development

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Show Your Love Campaign

Campaign Implementation Campaign Development

 Evaluation: January – June 2014

  • Process evaluation
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Show Your Love Campaign

Campaign Implementation Campaign Evaluation Campaign Development

 Evaluation: January – June 2014

  • Process evaluation
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Show Your Love Campaign

 Evaluation: January – June 2014

  • Process evaluation

Campaign Implementation Campaign Evaluation Campaign Development

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What Does Success Look Like?

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What Does Success Look Like?

 Success metrics created for development, implementation

and dissemination activities

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What Does Success Look Like?

 Success metrics created for development, implementation

and dissemination activities

 For campaign development activities:

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What Does Success Look Like?

 Success metrics created for development, implementation

and dissemination activities

 For campaign development activities:

  • A social marketing plan developed and disseminated
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What Does Success Look Like?

 Success metrics created for development, implementation

and dissemination activities

 For campaign development activities:

  • A social marketing plan developed and disseminated
  • CWG organizations developed dissemination and partnership plans
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What Does Success Look Like?

 Success metrics created for development, implementation

and dissemination activities

 For campaign development activities:

  • A social marketing plan developed and disseminated
  • CWG organizations developed dissemination and partnership plans
  • A campaign brand was developed with rules about usage
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What Does Success Look Like?

 Success metrics created for development, implementation

and dissemination activities

 For campaign development activities:

  • A social marketing plan developed and disseminated
  • CWG organizations developed dissemination and partnership plans
  • A campaign brand was developed with rules about usage
  • A variety of campaign products were developed
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What Does Success Look Like?

 Success metrics created for development, implementation

and dissemination activities

 For campaign development activities:

  • A social marketing plan developed and disseminated
  • CWG organizations developed dissemination and partnership plans
  • A campaign brand was developed with rules about usage
  • A variety of campaign products were developed
  • An evaluation plan developed for Phase 1
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Success Metrics

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Success Metrics

 For campaign implementation and dissemination

activities:

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Success Metrics

 For campaign implementation and dissemination

activities:

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Success Metrics

 For campaign implementation and dissemination

activities:

  • Dissemination of campaign messages occurred through multiple

electronic channels

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Success Metrics

 For campaign implementation and dissemination

activities:

  • Dissemination of campaign messages occurred through multiple

electronic channels

  • CWG organizations disseminated campaign products
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Success Metrics

 For campaign implementation and dissemination

activities:

  • Dissemination of campaign messages occurred through multiple

electronic channels

  • CWG organizations disseminated campaign products
  • Perceived effectiveness is gauged for messages and products for

participating organizations

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Success Metrics

 For campaign implementation and dissemination

activities:

  • Dissemination of campaign messages occurred through multiple

electronic channels

  • CWG organizations disseminated campaign products
  • Perceived effectiveness is gauged for messages and products for

participating organizations

  • The campaign reach is quantified for the number and products

used, and how they are disseminated

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Success Metrics

 For campaign implementation and dissemination

activities:

  • Dissemination of campaign messages occurred through multiple

electronic channels

  • CWG organizations disseminated campaign products
  • Perceived effectiveness is gauged for messages and products for

participating organizations

  • The campaign reach is quantified for the number and products

used, and how they are disseminated

  • Recommendations are developed for Phase 2 implementation
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Thank you

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Thank you

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Thank you

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Thank you

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Thank you

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1600 Clifton Road NE, Atlanta, GA 30333 Telephone, 1-800-CDC-INFO (232-4636)/TTY: 1-888-232-6348 E-mail: cdcinfo@cdc.gov Web: www.cdc.gov

For more information please contact Centers for Disease Control and Prevention

1600 Clifton Road NE, Atlanta, GA 30333 Telephone, 1-800-CDC-INFO (232-4636)/TTY: 1-888-232-6348 E-mail: cdcinfo@cdc.gov Web: www.cdc.gov

The findings and conclusions in this report are those of the authors and do not necessarily represent the official position of the Centers for Disease Control and Prevention.

National Center on Birth Defects and Developmental Disabilities Division of Birth Defects and Developmental Disabilities

Thank you

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Thank You Project Team

Project team Consumer Workgroup CDC : Denise Levis, MA, PhD, Denise Boggs RTI : Linda Squiers, PhD; Megan Lewis, PhD; Molly Lynch, MPH; Karen Isenberg, MPH; Rebecca Munch, Katherine Cullen, MA, Julia Kish-Doto, PhD AIR : Lori Agin, Mark Cohen, Lynda Bardfield, Jon Stapp, Tom Hrabal, Martha Mater, Margarita Hurtado, PhD, Tamika Owens, Allison Fratto