265433 Uniting media campaigns with the power of Monday

Monday, October 29, 2012

Morgan Johnson, MPH , The Monday Campaigns, New York, NY
In recent years, the number of social media-based health campaigns has skyrocketed, largely due to the cost-effectiveness and ease of use of social media platforms. These technologies are starting to see evidence of success in promoting healthy behaviors. While evaluating outcomes is of course critical for any public health initiative, practitioners could potentially increase program impact by answering the following process-related questions: 1) How often should we be communicating with program participants via social media platforms? and 2) When is the ideal window of time to be delivering these messages? These questions regarding “dosage” have yet to be adequately answered by the scientific community. However, current evidence suggests that weekly messages may be an ideal frequency to motivate people to start and maintain healthy behaviors, and Monday may be the best day for such messages to be delivered. Drawing on the successful strategies of the "Meatless Monday" social media campaign, national organizations, such as the National Cancer Institute and Planned Parenthood, as well as universities and local health departments are taking advantage of the “Monday Effect” in using social media to promote a wide variety of existing health programs on Mondays. By leveraging the natural tendency to focus on health behaviors at the beginning of the week, these programs are able to boost participation levels and establish a sustainable social context for healthy behavior. This presentation will provide an explanation of the science behind the Monday phenomenon as well as an overview of current programs utilizing Monday for health promotion.

Learning Areas:
Administer health education strategies, interventions and programs
Communication and informatics
Implementation of health education strategies, interventions and programs
Planning of health education strategies, interventions, and programs
Social and behavioral sciences

Learning Objectives:
1. Explain how indentifying recurring patterns in health behavior and health information-seeking behavior provides critical information for timing of social marketing efforts. 2. Discuss ways in which media campaigns can be coordinated to take advantage of existing behavioral patterns. 3. Describe the development and success of social marketing strategies in "The Monday Campaigns."

Keywords: Social Marketing, Media Campaigns

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I have managed a number of local and federally funded programs focused on health communication and health promotion at the local, state and federal levels.
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.