Hopes, Dreams and Public Health Branding ISM Institute for Social Marketing Professor Gerard Hastings Communicating Health, The Tobacco Example BRUSSELS 9-11 October 2008
Hopes, Dreams and Public Health Branding
ISM Institute for Social Marketing
Professor Gerard Hastings
Communicating Health, The Tobacco Example BRUSSELS
9-11 October 2008
2
STRUCTURE
1. Communication
2. Branding
3. Marketing
4. Conclusions
3
Communication
Four questions:
• What factual message(s) do you take from it?
• What other message(s) do you take from it?
• Do you like it? (why? / why not?)
• Who is it from?
4
5
Communication
Four questions:
• What factual message(s) do you take from it?
• What other message(s) do you take from it?
• Do you like it? (why? / why not?)
• Who is it from?
6
Communication
• Factual messages: impotence
• Other messages: many and various
• Liking: again varies
• Source: not sure (European Commission)
7
Three ideas:
• Active consumer
• Emotion matters
• Source matters
All social marketing communications have an emotional dimension - a ‘personality’ or
‘tonality’ - whether the sender intends it or not (Levebre 1995)
Communication
Knowledge The facts: smoking kills; veg
saves
Knowledge The facts: smoking kills; veg
saves
Attitudes
Smoking is bad
Condoms are sexy
Veggies are good
Cooking is fun
Knowledge The facts: smoking kills; veg
saves
Attitudes
Smoking is bad
Condoms are sexy
Veggies are good
Cooking is fun
Behaviour
Eat fruit & veg
Avoid tobacco
Jog
Knowledge The facts: smoking kills; veg
saves
Attitudes
Smoking is bad
Condoms are sexy
Veggies are good
Cooking is fun
Behaviour
Eat fruit & veg
Avoid tobacco
Jog
Identity
Lifestyle
Hopes
Feel good
This is me
Power
Knowledge The facts: smoking kills; veg
saves
Attitudes
Smoking is bad
Condoms are sexy
Veggies are good
Cooking is fun
Behaviour
Eat fruit & veg
Avoid tobacco
Jog
Identity
Hopes
Feel good
This is me
Power Lifestyle
13
STRUCTURE
1. Communication
2. Branding
3. Marketing
4. Conclusions
14
STRUCTURE
1. Communication
2. Branding: can we construct public health brands?
3. Marketing
4. Conclusions
15
Viral Campaign
13% pass along rate
16 Help website
(in 22 languages)
Viral Campaign
17 Help website
(in 22 languages)
Prevention
Cessation
Passive
Cessation
Viral Campaign
Television
18
Awareness of the Help TV Ads
59% of under 25’s have seen it; 82% liked what they saw
19
Website visits over time
Clear link between TV and website
20 Help website
(in 22 languages)
Television
Prevention
Cessation
Passive
Cessation
Events
Viral Campaign
21 Help website
(in 22 languages)
Cessation
Cessation
Events
Partnerships
National governments NGOs Youth Parliament MTV
Viral Campaign
Prevention
Passive
Television
22
Reputation – Time – Trust – Emotion matters
Recognition Promise Delivery
A Brand is Born?
23
The Rewards of Branding*
1. Longevity
2. Subtlety
3. Trust
4. Cultural relevance
5. Co-ownership
*
24
STRUCTURE
1. Communication
2. Branding
3. Marketing
4. Conclusions
Behaviour change
25
Marketing
• We know commercial brands influence key health behaviours
• Public health has done the research: - Tobacco (Cochrane Collab 2004)
- Energy dense food (WHO 2006) - Alcohol (JPHP 2005)
26
Behaviour Change
6.8 million website visits (as of 21/9/08)
448,000 viral visits;13% pass along rate
140,000 smokers across EU signed up for email cessation coaching
Has Help changed behaviour?
27
STRUCTURE
1. Communication
2. Branding
3. Marketing
4. Conclusions
28
Conclusions
• Branding is a vital part of the behaviour change domain
• The commercial sector has shown how effectively it can be used
• We need to pick up the baton: long term, serious investment in consumer relationships
• Social marketing is about hearts as well as minds and bodies
This paper was produced for a meeting organized by Health & Consumer Protection DG and represents the views of its author on thesubject. These views have not been adopted or in any way approved by the Commission and should not be relied upon as a statement of the Commission's or Health & Consumer Protection DG's views. The European Commission does not guarantee the accuracy of the dataincluded in this paper, nor does it accept responsibility for any use made thereof.