Project Prevention, a US charity that pays drug addicts $300 if they prove they have been sterilised is coming to the UK. I’m not going to use this post to take a position on the debate about whether addicts should be discouraged from having children.
Monthly Archives: April 2010
Another interesting meeting of the CIM Social Marketing group yesterday, including two short presentations of social marketing case studies in the UK.
OD999 (encouraging drug users in Lancashire who observe an overdose to call 999) highlighted the value of involving the target group in deciding on messages and the language e.g. avoiding the use of the word “police” and using the term “gone over”.
Smarter Travel Sutton and Richmond from Transport for London made good use of segmentation to generate the greatest reduction of car use in a short space of time and focused on the exchange – what’s in it for the car driver if they cycle or walk instead? An interesting finding was that it isn’t lack of awareness or concern about climate change that prevents people from driving less (generating less CO2).
Reflecting on this as an individual, I wonder if the 5 a day campaigns follow the same principles. I’m aware that eating 5 a day, for example, is a good idea. So why don’t I do it? Maybe because the exchange isn’t compelling. And are the people who tell me to do this speaking my language?
I’ve just had a rummage inside the National Social Marketing Centre’s Planning Guide and Toolbox. I liked it so much, it now has pride of place in my ‘Kitchen’. Don’t be put off by having to register; it’s free and very quick to do. Once in, you’ll find the resource is divided into six stages e.g. Getting Started to take you through planning, implementing and evaluating a social marketing project.
I like that the tools are downloadable and editable and include reflective activities e.g. the self assessment tool in Word “Do I think like a social marketer?”.
Nice, clean design to the online toolbox so the visitor isn’t overwhelmed by the amount of material (although it’s clear there’s a lot there if you dig around).