communications Better PI&E Campaigns that move people
Post on 08-Jan-2022
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What is a campaign?
• A full integration of all components of your public information and education campaign
• TV
• Radio
• Paid digital
• OOH
• Earned media
• Social media
• Experiential
• Partnerships
• Everything else you can imagine…
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Steps in Campaign
Development
Identify goal of campaign
Research Planning
Outline Strategies and
Tactics
Build Out and Test Materials
Carry Out Tactics and Optimize as
You Go
Test Efficacy and Refine for
Future Iterations
What is the goal?
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• Vision Zero
• Speeding
• Marijuana impaired driving
• Prescription drug impaired driving
Create societal change?
• Occupant protection
• Impaired driving
• Speeding and aggressive driving
• Distracted driving
Change behavior of high-risk drivers?
Research and Planning
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Understand the problem and
identify the most efficient solution
Through Research and Planning
Research: identify gaps in existing research
(literature review) and fill in those gaps with both
quantitative and qualitative studies
Planning: use the results of primary research along
with all additional data sources (secondary data,
subscription data, big data quant projects,
results of digital buys, etc.) to identify the
insights that will guide the campaign
Why?
Save money
Better results
How?
Identify the right message and send to to the right
audience
Who’s your audience?
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Impaired driving alcohol: we all know
• Key factor: unmarried
• Women are continuing to grow but still under-index
Marijuana: much more research is necessary, and assumptions are often wrong
• Assumption: college kids and hippy older stoners
• Truth: Based on our TX study, the TX audience does skew dramatically younger than alcohol impaired, but it also skews dramatically lower on socio-economic status and education. We will need to research every state and trace audience shifts throughout legalization process
Prescription drugs: much more research is necessary, and who is prescribed isn’t necessarily who drives after use
• From TX we know this audience skews middle age and dramatically over-indexes for women (for Opioid and Benzos)
Other illegal drugs?
• Are they prevalent enough to warrant a full campaign?
What messages
work?
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Messages should target individual audience segments. Can and should create an overarching brand and frame for campaign, but specific messages need to be narrow towards specific audience segments.
Message testing ought to use regression analysis and other techniques to measure effectiveness and not just popularity.
For multi-cultural audiences you should transcreate and not just translate materials.
All creative should be tested in focus groups for both effectiveness and to prevent any noise.
Marijuana research from
Texas
• Audience one: societal change
• No real knowledge on marijuana impaired driving
• Highly malleable and receptive to new information
• Message that works: Marijuana impaired driving is dangerous and illegal
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Marijuana research from
Texas
• Audience Two: High-risk marijuana impaired drivers
• Absolutely will not believe marijuana impaired driving is dangerous
• “Know” marijuana improves their driving ability.
• Highly sensitive to stereotypes involving stupid humor like “Cheech and Chong” and anything that is extreme like “Reefer madness”
• Message that works: Police are actively targeting marijuana impaired driving and have ways of detecting if you are high
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Today’s biggest challenge:
Enforcement based
messaging
• Enforcement messaging works. Biggest fear for both alcohol and marijuana impaired drivers is arrest and the consequences that follow arrest.
• Yet does that messaging also portray law enforcement in a negative light?
• How can we keep our ads effective while also portraying officers in a more favorable light?
• “Cherries and berries” provide fear.
• Image of drunk driver in the back of a police car provides “moment it sinks in.”
• Police should be portrayed as helping others.
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