207563 Framing Social Marketing Interventions to Better Engage and Motivate Target Audiences

Monday, November 9, 2009: 5:15 PM

Jennifer Messenger Heilbronner , Metropolitan Group, Portland, OR
A critical component of social marketing is to get into the hearts and minds of the target audience and find a way to transmit messages that will be attended to, remembered and acted upon. To do so, social marketers have to frame both the problem they seek to address and the solutions they propose in ways that connect with the deeply held values of their target audiences. By incorporating strategic framing into the traditional social marketing process (formative research, audience segmentation, pretesting and evaluation), organizers can increase the likelihood that their campaigns will engage and motivate their target audiences to take action.

In our session, we will show that connecting public health issues with the deeply held values of the target audience, and reflecting those values in the social marketing intervention (product, price, place and promotion), can increase the likelihood of the adoption of sustainable behaviors. We will describe how research can identify the core values that relate most directly to the public health behavior being addressed, and describe how pretesting can identify whether the designed intervention is accurately connecting with the values of the target audience.

We will share tools and techniques attendees can use in their daily work, and we will use case studies and evaluation data to demonstrate the effectiveness of this approach in campaigns that increased HIV testing and test retrieval, established mental health as a critical component of overall wellness, and promoted contraceptive use while reducing binge drinking among college women.

Learning Objectives:
Explain the importance of connecting with the audience’s core values to motivate behavior change Describe strategic framing theory Describe how strategic framing can be effectively incorporated into each step of the social marketing process Identify opportunities to use framing in ongoing health marketing and communication work

Keywords: Health Communications, Social Marketing

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I have worked with private, public and nonprofit sectors to develop strategic programs that achieve social impact and organizational success. For the past 11 years of my 17-year career I have focused on health communication and social marketing services for a variety of health-related nonprofits and public sector clients. I also have experience in communication, branding, campaign design and management, writing and editing, media relations, and public education and involvement.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.