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?