Making Social Marketing Work for You PARC Symposium Nancy Dubois [email protected]519.446.3636 Department of Public Health Sciences University of Toronto Toronto, Ontario M5G 1L5 Tel (416) 978-0522 Fax (416) 971-2443 E-mail: [email protected]www.thcu.ca
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Making Social Marketing Work for You PARC Symposium Nancy Dubois [email protected] 519.446.3636 Department of Public Health Sciences University of Toronto.
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Developing a Multi-Level Health Promotion StrategyLevel Bottom line
target for change (objective)
Relevant theories
Factors affecting bottom line
Principle audiences
Individual
Maintaining a personal behavior change.
Stages of Change.Health Belief Model
An individual’s:-knowledge-beliefs-attitudes-skills-self efficacy
Segments most in need of change (based on demographics, psychographics, etc.) Such as:-men-children-low income groups-smokers-homeless people
Network State of the social environment.
Diffusion of Innovations Theory
-Views of network opinion leaders-Frequency and content of conversations about a heath issue within a network.
Opinion leaders of networks such as:-families-groups of friends-colleagues-team mates
Developing a Multi-Level Health Promotion Strategy (2)Level Bottom line
target for change
(objective)
Relevant theories
Factors affecting
bottom line
Principle audiences
Organization
Policies. Organizational Theory
-cost/benefits to industry.-general industry trends.
Decision makers (primary) or employees, unions, customers (secondary) of organizations such as:-Schools,-Worksites-Places of worship-Primary health care settings
Society Formal Laws. Social Change Theory
-Actions of special interest groups-Media coverage-Public opinion
Elected officials (primary) or the public, special interest groups, media (secondary) of a:
-Town-Region-Province-Country
Examples: Which Level?
• Health Systems Group – Employee Fitness
• Calgary Greyhound Walking Club• Active Halton workplace physical
activity policy messaging• Coalition for Active Living Imagine
Campaign
Active Halton
Active Halton
• Regular email bulletins out to workplace health promoters to use as influential messages to decision makers regarding physical activity in the workplace
• Reach=# exposed to the message – those not in the population of interest + sharing with others (second-hand exposure) + multiplication effect (promotes other channels and vehicles)
3 Possible Approaches
• Media Broadcast - ParticipACTION Narrowcast – Peel Obesity materials
• Interpersonal Hamilton & Niagara Public Health
Community Activity Ambassadors
• Events Go Outside the Box (Toronto) Turn off the Screens
• Special update on risk communication http://www.thcu.ca/infoandresources/resource_display.cfm?resourceID=898
THCU’s Consultation Service
• Free to those working on Ontario-focused projects.• Scope varies, depending on need:
short training sessions; brief, one-time advice; review your work or product;hands-on assistance working through our step models; links to other sources of information and resources.
• Consultation request form http://www.thcu.ca/consultation/request_form.htm
• Online Proposal Writing Course The purpose of this online course is to help both newbies and veterans
prepare a coherent and effective proposal. http://www.thcu.ca/ohcc-thcu-proposal-writing-course/
• Ontario Health Promotion Email Bulletin Information exchange among Ontario practitioners. Announcements and events distributed weekly. Feature articles are distributed every second week. The bulletins go out every Friday afternoon. www.ohpe.ca
Disclaimer
The Health Communication Unit and its resources and services are funded by the Ontario Ministry of Health Promotion. The opinions and conclusions expressed in this presentation are those of the author(s) and no official endorsement by the Ministry of Health Promotion is intended or should be inferred.