CAN SOCIAL MARKETING
IMPROVE INJURY RATES?
The Preventable Example
Patti Stark
19 April 2016
The Issue
•
•
•
A Dramatic Human Toll
•
460,000 seriously injured (32,000 Hospitalized)
•
1,700 die each year
•
Leading cause of death for ages Albertans 1 – 44
A Significant Financial Drain
•
Total annual cost in AB = $4B
•
$1,083 per Albertan
Public Perceptions and Attitudes
•
67% unaware of the magnitude of the issue
•
65% believe preventable injuries & deaths are an inevitable part of life
•
Target audience largely unengaged
2
Campaign Objectives
1. Raise awareness and start a “discussion” with Albertans
2. Create a province-wide injury prevention “brand”
3. Transform societal attitudes and behaviours
4. Create opportunities to join the movement and become an
agent for change
Preventable Campaign Summary
Obesity
Injury Prevention
Cell Phone
while Driving
Climate Change
Homelessness
Aggressive
Driving
Helmets
Seat Belts
Drinking/Driving
Recycling
Anti-smoking
Mass
Engagement
Low awareness/
Aware
Consciousness
Behaviour
Unengaged
No mass
engagement
Societal pressure
Modification
1-3 years
3-5 years
5-10 years
30 years
After the first phase of the Preventable campaign, results indicate:
• A positive shift in attitudes and behaviours with regard to preventable injuries
• Positive support for the Preventable brand
• The campaign is successfully moving Albertans from low awareness and unengaged towards
increased awareness and engagement
4
Results: Campaign Effectiveness Model
Recall of
preventable.ca
advertising
campaign
Campaign Effectiveness
Shifts in key
awareness, attitude
and self-report
behaviour metrics
over time
Reaction
5
Television & Mass Media
Distracted Driving
Distracted Driving
Texting & Driving
6
Ambient Messaging & Guerilla Activity
7
Partnerships & Co-Branding
8
Campaign Launch Effectiveness
Results
• Campaign unaided recall 33% (from Sept. 13 to Nov.13)
• Awareness of tag line, Have a word with Yourself quadrupled
• Ads were considered informative, relevant, credible and
generated self-reflection
• Ads demonstrated strong resonance particularly in context
of the limited spending and ad run
• Positive shifts (5-10%) observed in attitudes towards injury
prevention
9
Results: Awareness – Magnitude of the
Issue BC – Jan. 2014, AB – Nov. 2013
Not
Seen(AB)
Injuries are the #1 killer for those
aged 1-44
Seen(AB)
Not
Seen(BC)
Injuries cost lives
Seen(BC)
Injuries cost billions of dollars
Injuries are an important issue
0%
20%
40%
60%
80%
10
Results: Attitudes – Inevitability of
Injury BC – Jan. 2014, AB – Nov. 2013
Preventing injuries is a daily
consideration
Not
Seen(AB)
Injuries only happen to other
people
Seen(AB)
No one anticipates getting hurt
It is inevitable that people get
injured
Not
Seen(BC)
The majority of injuries are
preventable
Seen(BC)
Concern Impact of Injury – Family
Concern Impact of Injury – Life
Concern About Injury Impact
0% 10% 20% 30% 40% 50% 60% 70%
11
Results: Self Reported Precautionary
Actions BC – Jan. 2014, AB – Nov. 2013
Taking over-the-counter…
Not
Seen(AB)
Jaywalking to cross a street
Taking prescribed medication as…
Seen(AB)
In your work environment
Near power lines
Around the pool/lakes/water
Not
Seen(BC)
Around ladders
Seen(BC)
Riding a bike without a helmet
Driving while fatigued
Storing dangerous…
Mixing medications
Multitasking while driving
0%
20%
40%
60%
80%
100%
12
Going Forward
Future Campaign Considerations
•
Campaign has been in market in BC for 6 years; still performing well, but time for a
refresh
•
Since we launched, a lot more organizations are talking about specific preventable
injuries: distracted driving, drowning, etc
•
While this is great news as it means more people are talking about specific behaviours
and injury categories which will help address the epidemic of preventable injuries; it
creates an opportunity for Preventable to refocus
•
Preventable is the only one talking about the overarching attitude that connects all these
various preventable injuries: This is Preventable’s unique space
14
Future Campaign Considerations
•
Thought-provoking approach that respects people’s intelligence
•
Let our audience draw their own conclusions
•
Non-paternalistic; Not fear-mongering; Not kill-joy
•
Can we generalize: not tied to a single injury scenario
•
Flexible:
•
•
Need to accommodate the overarching attitude in the high level umbrella on TV as well as more
tactical ‘moment of risk’ and partner-specific opportunities
•
Need to be able to run creative in any season and any jurisdiction and have it be relevant
Longevity: Develop a campaign for the next 3 to 4 years
15
2015 Research
•
Reviewed 6 years of quantitative and qualitative research and data
•
Conducted a series of exploratory focus groups to develop, test, and refine new creative
approaches
Conducted an extensive on-line survey (digital focus group) in BC and AB (350
interviews):
•
•
•
•
•
•
•
Initial reactions after exposure to new campaign platform (open-ended)
Key element and message that stuck to mind (open-ended)
Agreement with a series of attitudinal statements related to the key campaign objectives
Agreement with a series of ‘emotional’ feelings towards injury prevention and risk taking
Ratings of the concept on key diagnostics elements (e.g., relevancy, information, conviction,
credibility of sponsor, potential wear-out, differentiation from other campaigns on topic, alignment
with current feelings towards injury, etc.)
A series of open ended questions around the why they gave the ratings they did to the above
diagnostics elements
16
Future Campaign – What Did We Learn
•
Continue to focus on the over-arching attitude and connecting the dots
•
Move our target audience
•
From this: “Bad stuff happens to others, but not to me. I’m always in control of
my own risks. And if sh*t happens, it happens.”
•
To this: “Sure, serious injuries happen, but most don’t have to. It’s up to me.”
•
Near misses approach is very effective, avoid all ambiguity and show the antecedent to
the injury
•
Don’t make the target audience think too hard
•
“Have a word with yourself” is becoming a memorable tagline in a non-preachy way
(versus “use you head” etc)
•
Continue to remind the target audience that they know the correct behaviour in different
risky situations
17
The Y7 Campaign– “Seriously”
18
The Y7 Campaign– “Seriously”
19
Conceivable Impact
Results: Unintentional Injury Deaths in
BC, 2005-2011
Alberta Results: Imaginable?
Based on our prior experience with injury patterns in Alberta if
we reduce injury deaths the following reductions would take
place:
• for Albertans between 25-54 years of age
o 32 fewer deaths
o 980 fewer admissions
o 17,864 fewer emergency department visits
• for Albertans between 0-24 years of age
o 21 fewer deaths
o 840 fewer hospital admissions
o 27,219 fewer emergency department visits
So what does this mean?
22
Alberta 5-year Results – Imaginable?
We would avoid the following direct medical costs related to
preventable injury:
• $17,600,000 deaths
• $18,200,000 hospital admissions
• $12,200,000 emergency department visits
• $22,100,000 injury disabilities
•
•
$70,100,000 Million in Direct Medical Costs Avoided
$76,000,000 Million in indirect Costs Avoided
$146,100,000 Costs Avoided - and if only 10% - 20% is
ascribed to Preventable $14,610,000 - $29,200,000
Payback investment of~7 million over the next 5 years 2.0 – 4.2
23
Preventable Partners
• Partnerships are critical to the Preventable strategy
• To date, the following organizations have joined Preventable BC
24
Partners Wanted – Preventable:
Alberta
25
How have you been affected by injury?
26
Thank You
Questions?
[email protected]
To become a partner or for more information, contact:
Patti Stark| 780.492.2330 | [email protected]