Presentation by Rosalie El Awdan Oxana Fedorova Victor

Presentation by: Rosalie El Awdan Oxana Fedorova Victor Potapov Kyrylo Safronov Swann Vichot

Introduction The Department of Health suggests, that in the UK, we are eating 10% more calories than the RDA (Recommended Dietary Allowance). Only 27 per cent of adults met the recommended 150 minutes of physical activity each week. Change 4 Life is a governmental social campaign that aims to prevent people from becoming overweight by encouraging them to eat more healthy food and move more. The campaign began in January 2009 and in the initial stage, it targeted young families with children aged 5 -11 years.

Initiatives Problem to tackle: in the UK an estimated 60. 8 per cent of adults and 31. 1 per cent of children are overweight. The obesity problem in the UK demands an “ambitious and innovative” approach. Examples: Olympic Games support and Swapathon vouchers. Change 4 Life’s strategy was criticized for accepting sponsorship by brands that are not known for promoting healthy foods.

Overall Strategies Change 4 Life strategy involves a broad range of methods to communicate with its target audience Tailored social marketing campaign for different communities Criticisms of the campaign: - Short-term oriented - Corporate partners - New focus on drinking behaviour

Overall Strategies The messages used by Change 4 Life were memorable but were found to be too simplistic for what is a complex problem. Behaviours leading to obesity are entrenched in our society and legislation may be needed to support the campaign Change 4 Life does not adopt a different strategy in learning from mistakes made in previous campaigns. Change 4 Life took a negative approach, using a mixture of fear and guilt and we have seen some evidence that it is better to make people feel good as guilt is not effective, though fear is sometimes necessary.

Creative Strategies Original creativity in Change 4 Life? Emotional messages based on guilt invoke self-protection and inaction, but also empathy. Education can create awareness of benefits but cannot deliver them through the exchange process. Relational marketing - the key to long-term behaviour change.

Analysis of Andreasen’s 6 characteristics of social marketing campaign Specific behaviour change goal by altering the perception. Using consumer research to inform intervention. Consider different segmentation variables and target interventions appropriately. Consider the appeal of competing behaviours and use strategies that seek to minimise this competition (raise the awareness).

Analysis of Andreasen’s 6 characteristics of social marketing campaign Demonstrate the use of more than one element of marketing mix: Creating “attractive benefit packages (products) while minimizing costs (price) wherever possible, making the exchange convenient and easy (place) and communicating powerful messages through media relevant to—and preferred by—target audiences (promotion). ” (Andreasen, 2002) Consider what would motivate people to engage voluntarily with the intervention, by creating attractive and motivational exchanges with target audiences.

Analysis of Andreasen’s 6 characteristics social marketing campaign Change 4 Life fulfils most characteristics. Potential to improve the campaign by moving away from educational approach and by considering further competing behaviours.

Effectiveness Year One: Building the awareness of the brand. Year Two: Year of consolidation. Level of recognition of the campaign (cf. graph). Results and influence of the campaign.

Effectiveness

Conclusion Conflicting initiatives. Strategy is good in terms of flexibility and ways to communicate with the target audience. However, it also has many shortcomings: inconsistency, vague messages and simplicity. Lacks creativity. Guilt and education have been used before and are unlikely to be effective. Instead: Relational marketing is key. Fulfils some of Andreasen’s six Characteristics. Still needs to offer an attractive exchange and consider more competing behaviours.

Conclusion Change 4 Life has been effective to some extent, however long-term effectiveness remains questionable. Suggestions for improvement: - Adopt a focus on relational marketing - Consider more potentially competing behaviours - Focus on behaviour change rather than income of particular sponsors - Less simplistic messages in order to avoid any backlash - Take a positive approach

References Hastings, G. (2003) 'Relational Paradigms in Social Marketing'. Journal Of Macromarketing, 23(1), 6. Available from: http: //search. ebscohost. com/login. aspx? direct=true&db=bth&AN=9955893&site=ehost-live [Accessed 20 th November 2011]. Morgan, R. M. , & S. D. Hunt. (1994) The commitment-trust theory of relationship marketing. Journal of Marketing, 58 (July), 20 -38. Cited in: Hastings, G. (2003) 'Relational Paradigms in Social Marketing'. Journal Of Macromarketing, 23(1), 6. Available from: http: //search. ebscohost. com/login. aspx? direct=true&db=bth&AN=9955893&site=ehost-live [Accessed 20 th November 2011]. Brennan, L. & Binney, W. (2010) 'Fear, guilt, and shame appeals in social marketing', Journal Of Business Research, 63 (2), 140 -146. Available from: http: //search. ebscohost. com/login. aspx? direct=true&db=bth&AN=47956341&site=ehost-live [Accessed 20 th November 2011]. Rothschild, M. L. (1999) 'Carrots, Sticks, and Promises: A Conceptual Framework for the Management of Public Health and Social Issue Behaviors', Journal Of Marketing, 63 (4), 24 -37. http: //search. ebscohost. com/login. aspx? direct=true&db=bth&AN=2443168&site=ehost-live [Accessed 20 th November 2011]. Szmigin, I. , Bengry-Howell, A. , Griffin, H. , Hackley, C. & Mistral W. (2010). ‘Social marketing, individual responsibility and the “culture of intoxication”’. European Journal of Marketing, 45 (5), 759 -779. Andreasen, (2002) Journal of Public Policy & Marketing; Spring 2002, Vol. 21 Issue 1, p 3 -13, 11 p National Social Marketing Centre review (www. nsmcentre. org. uk). Department of Health (2009) Change 4 life Marketing Strategy [pdf], Available at: <http: //www. nhs. uk/Change 4 Life/supporterresources/downloads/Change 4 Life_Marketing%20 Strategy_April 09. pdf> [Accessed 27 November 2011] Cone J. (2009) Aardman Animations: Change 4 Life, Motionographer, [online] Available at: <http: //motionographer. com/2009/02/06/aardman-animationschange 4 life/> BBC Health. (2011, April). Obesity. From BBC: http: //www. bbc. co. uk/health/physical_health/conditions/obesity. shtml [Accessed 26 th November 2011]

References BBC News. (2009, January 2). Government targets obesity rates. From BBC News: http: //news. bbc. co. uk/1/hi/health/7791820. stm [Accessed 24 th November 2011] Department of Health. (2011, October). Change 4 Life Three Year Social Marketing Strategy. Department of Health. Living Sport. (2010, February). New campaign to help adults get fitter. From Living Sport: http: //www. livingsport. co. uk/news/3676/new-campaign-to-help -adults-get-fitter [Accessed 24 th November 2011] Watts, R. (2009, January 2). Taking a wrong turn in tackling obesity. From theguardian: http: //www. guardian. co. uk/society/joepublic/2008/dec/31/change 4 life-campaign-obesity [Accessed 29 th November 2011] Clews, M. -L. (2009, April 29). 'Change 4 Life at risk of failing' says public health expert. From Marketing. Week: http: //www. marketingweek. co. uk/news/change 4 life-at-risk-of-failing-says-public-health-expert/2065230. article [Accessed 21 st November 2011] Hilpern, K. (2010, April). Feature: Campaigning for health or our own wealth? From themarketer: http: //www. themarketer. co. uk/articles/features/campaigning-for-health-or-wealth/ [Accessed 21 st November 2011]