1. Social marketing
XXIII Liikuntalääketieteen päivät
Biomedicum Helsinki – 4 November 2015
in lifestyle change
Marco Bardus, PhD

2. can we ‘sell’ healthy behaviours?

3. HAPPINESSFUN
Change

4. can we ‘change’ healthy behaviours?

5. per presentation (45min)
Typical values per 30min: Energy 2326kJ/556 kcal
ENERGY
3849kJ
920kcal
50%
% of an adult conference attendee’s reference intake.
IDEAS
MED
22%
10min

6. 1
Social Marketing
and definitions

7. Social Marketing seeks to develop and
integrate marketing concepts
with other approaches to
influence behaviours that benefit
individuals and communities
for the greater social good.
Australian Association of Social Marketing (AASM), European Social Marketing
Association (ESMA), & International Social Marketing Association (iSMA)
(October 2013). Consensus Definition of Social Marketing.

8. focus on
BEHAVIOUR
1

9. eat 5 fruits and vegetables a day
move right for sirens and lights
exercise 30 minutes, 5 times a week
keep a litterbag in your car
ride the bus or join a carpool to work
stop smoking

10. 2MARKETING MIX

11. Product ➔ behaviour
Price ➔ benefits/barriers
Place ➔where/when
Promotion ➔ how

12. CUSTOMER ORIENTATION
RESEARCH
and
3

13. Social marketing planning wheel

14. STELA MODEL

15. analysis of
COMPETITION
4

17. APPLICATIONS
2
Social Marketing
for healthy lifestyles

18. SOCIAL MARKETING CASES for healthy lifestyles
Change 4 Life
Adams et al., 2012; Crocker, Lucas & Wardle, 2012
PROJECT FIT
Paek et al. 2015

21. PROCESS
EVALUATION
2012
87 stores in NE
low fidelity
high-quality FV but
high price
low collaboration
with health
professionals

22. CLUSTER
RCT 2012
40 schools, 3744
families (1419 FUP)
awareness ++
importance of PA++
behaviour n.s.
interaction SES diet
and TV screening

23. PROJECT FIT
Paek et al., 2015

24. PROJECT FIT
Objective: increase daily PA and healthy eating
Target/Setting: 5th graders and parents, USA
(schools)
Marketing Mix:
Product:
Price:
Place:
Promotion:
Results: awareness++, awareness related to increases
in self-reported PA, fruit
Increase daily PA
COMMUNITY EVENTS
Discount coupons for food
SCHOOLS
Branded materials

25. In summary
promising results for high fidelity campaigns
positive results in short-term (awareness, knowledge)
case-specific, context and sample-specific
long-term effects on behaviour are unknown

26. CHALLENGES
3
here are some

27. THE ISSUES

31. Advertising investments of food and beverage

32. Advertising investments of food and beverage
Dr Pepper
PepsiCo
Coca Cola

34. SOMETHInG DIFFERENT
4
we need

37. MOVEMBER 2015

39. Digital technologies?

40. REVIEW OF APPS
Bardus et al. (under review)

41. WHAT WE MEASURED
23 apps for weight management
App quality (MARS scale) (Stoyanov et al., 2015)
Behaviour Change Techniques, BCT (Michie et al. 2013)
TECHNICAL FEATURES

42. Self-monitoring of behaviour
and outcomes*
* Behaviour Change Techniques taxonomy v1 – Michie et al. 2013

43. LARK
Information
about health
consequences
Feedback on
behaviour

44. LARK
Feedback,
Social support,
Social reward
Social support
(emotional)

45. WHAT WE FOUND
app quality related to number of BCTs and of features
high functionality, low information quality
semi-automated tracking > higher functionality,
aesthetics, overall quality
effective BCTs > higher information quality apps

46. OR SOMETHING ELSE?

48. 4 Forms of Intervention:
The Value/Cost Exchange Matrix
Incentive
Reward
Disincentive
Punish
Active
Decision
Conscious / Considered
Automatic / Unconscious
Passive
Decision
Hug Smack
ShoveNudge
eg: Penalty Fine
for Littering
eg: Financial
Reward For Not
Smoking
eg: Default
Savings
Scheme
eg: Road Bump
to Reduce Car
Speed
French 2011

49. per presentation (45min)
Typical values per 30min: Energy 2326kJ/556 kcal
ENERGY
3849kJ
920kcal
50%
% of an adult conference attendee’s reference intake.
CONCEPTS
MED
22%
10min
IDEAS
MED
22%
10min

50. yes, we can change behaviours

51. COLLABORATION
interdisciplinary
is the key ingredient

52. NÄHDÄÄN ENSI VUONNA!

53. KIITOS PALJON
marco.bardus@gmail.com