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Who likes us, and what difference does it make? Evaluating process, - - PowerPoint PPT Presentation
Who likes us, and what difference does it make? Evaluating process, - - PowerPoint PPT Presentation
Who likes us, and what difference does it make? Evaluating process, impact and outcomes of a social media campaign in skin cancer prevention. Jennifer Makin , Sue Heward, Kimberley Dunstone, Jane Hill, Cairin Conway A Summer to Remember
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Outputs – Facebook insights
! 4,387 likes ! 84% target age ! 46% male ! Data on most engaging posts, engagement and virality by day/time
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Campaign objectives and aim
Objectives
- 1. Increase engagement between Victorian adolescents
and young people and the SunSmart program.
- 2. Challenge misconceptions and increase understanding
- f the health consequences of unsafe sun exposure,
Increase Increase positive attitudes towards sun protection. Aim: To increase the number of Victorian adolescents (13-17) and young people (18-24) practicing sun safe behaviour . susceptibility to skin cancer.
- 4. Increase positive attitudes towards sun protection.
Aim: To increase the number of Victorian adolescents (13-17) and young people (18-24) practicing sun safe behaviour.
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Method
! Concurrent to Facebook campaign, mass media campaign evaluation ! Cross-sectional weekly online tracking survey ! Concurrent to Facebook campaign, mass media campaign evaluation ! Cross-sectional weekly online tracking survey
- f sun protection attitudes and behaviours
!
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Who likes us?
! Of the 566 respondents:
– 50% did not remember seeing the page – 24% remembered but did not ‘like’ the page – 21% ‘liked’ the page – 4% initially ‘liked’, but later unliked
!
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Objective 1: Engagement
FB use, skin type, tanning preference by whether ‘liked’ page
42% 44% 55% 50% 47% 54% 61% 52% 60% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Use FB several times a day* Fair skin Like a tan
Did not remember SunSmart FB page (n=284) Did not 'like' SunSmart FB page (n=136) 'Liked' SunSmart FB page (n=120)
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Objective 1: Engagement
Understanding, self-efficacy, severity, susceptibility
67% 64% 64% 39% 73% 74% 67% 48% 72% 83% 78% 57% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Benefits of a tan outweigh the risks (disagree) If I protect, I can avoid melanoma (agree)* Melanoma can be easily treated (disagree)* Little chance I'll get melanoma (disagree)*
Did not remember SunSmart FB page (n=284) Did not 'like' SunSmart FB page (n=136) 'Liked' SunSmart FB page (n=120)
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Objective 1: Engagement
Tanning and sun protection behaviour, sunburn
33% 79% 27% 62% 29% 85% 39% 70% 35% 87% 31% 79% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Attempted a tan last summer Outside during peak UV last weekend Sunscreen last weekend Sunburnt last summer*
Did not remember SunSmart FB page Did not 'like' SunSmart FB page Liked' SunSmart FB page
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Additional measures of engagement
! Of those who ‘liked’ the page:
– 24% talked about it with someone (IRL/online) – Around 60% agreed status updates were interesting, relevant, made them stop and think
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What difference does it make?
! Of those who ‘liked’ the page:
– 60% agreed status updates provided new information about sun protection or skin cancer – 65% agreed status updates made them think about what it would be like if they got skin cancer in future – 61% agreed status updates made them more likely to protect themselves from the sun – 58% reported having increased or thinking about increasing level of sun protection as a result
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Objectives 2-4: Changes in understanding, severity, susceptibility, attitudes?
81% 77% 82% 52% 77% 76% 82% 62% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Benefits of a tan outweigh the risks (disagree) I only need to protect at the beach/ pool (disagree) Melanoma can be easily treated (disagree) Little chance I will get melanoma (disagree)
Did not 'like' SunSmart FB page Liked' SunSmart FB page
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Aim: Behaviour change?
Since <date did online survey>:
15% 46% 40% 29% 61% 59% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Attempted a tan* Usually/always wore sunscreen* Sunburnt*
Did not 'like' SunSmart FB page Liked' SunSmart FB page
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Conclusions
! Who likes us?
– Successfully engaged with the target group – Not just ‘preaching to the converted’
! What difference does it make?
– Not much… – …BUT:
- concurrent paid media campaign
- max. 12 weeks interactions (min. 2 weeks)
- engagement increasing – ongoing intervention
! Importance of evaluation
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Jen Makin Jen.Makin@cancervic.org.au sunsmart.com.au
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Objectives 2-4: Changes in understanding,
severity, susceptibility, attitudes among those who ‘liked’ the page?
72% 78% 57% 83% 77% 82% 62% 75% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Benefits of a tan outweigh the risks (disagree) Melanoma can be easily treated (disagree) Little chance I will get melanoma (disagree) If I protect, I can avoid melanoma (disagree) Pre-'liking' Post-campaign