Does this make you want to talk to someone about teen pregnancy?

As a budding researcher, one of the things I am most curious about investigating is the extent to which US-developed public service announcements affect decision-making of Caribbean youths. In essence, considering the large amount of original content and ads we are exposed to, do they have any effect on what we do? Particularly in the context of health behavior. For example, the Ad Council and the National Campaign to Prevent Teen and Pregnancy is rolling out new ads intended to reduce the rates of unplanned pregnancy among unmarried youths ages 18 to 24. The ad uses humor to emphasize the importance of birth control and end with the line: “You didn’t give up on sex. Don’t give up on birth control either. We know already that teen and young adult pregnancy rates are high in our communities. Do the commercials make you think twice? Does it make you want to talk to someone about this topic? Or is it just some other commercial that you flip through?

CBMP evaluating LIVE UP campaigns

I’ve always been impressed by the work of the Caribbean Broadcast Media Partnership (CBMP) on HIV/AIDS primarily because  strongly believe in the power of the media to get prosocial messages across. And, as with any campaign, it’s important to know what works and what doesn’t. Monitoring and Evaluation is just as important as Design and Implementation.

A few weeks ago, I received an e-mail from the folks at CBMP asking me to take a survey about their campaigns. Now, I have to admit the e-mail looked a little shoddy because it did not have the excellent graphics that I’ve come to associate with the organization. To be honest, it was just a few lines of text and nothing else. However, I can say that the survey is real and here’s what it said:

“For the past 5 years, the CBMP has rolled out 4 creative campaigns yielding over 53 TV and 43 radio PSAs as they aimed to share HIV information, reduce stigma and ultimately change behavior now they want to know – Did it work? In the coming weeks, with support from UNICEF, CBMP has contracted CARIMAC to conduct audience surveys to get feedback on the LIVE UP campaigns. You too can be a part of this exciting exercise. You just have to visit http://www.iliveup.com and click on the survey button to give us your feedback on LIVE UP!”

The survey is conducted in collaboration with the Caribbean Institute for Media and Communications (CARIMAC), another institution that I admire for their strong work on social and behavior change communication across the region. The aim is “to know what messages you have seen and remember, and what you think Caribbean people have understood from the campaign.”

To access the survey, go to http://www.iliveup.com/ and click on “Take Our Survey” in the upper right hand corner.

How the Social Marketing Process happens

This is a follow-up post to the one I did a few weeks ago about Social Marketing vs. Social Media. The folks over at thornley & till created another excellent graphic on how the social marketing process happens at their organization. This is a great resource for student attempting to understand the process as well as instructors and managers who want to teach about the process.

What do you think?

The original is posted at the thornley & hill blog: http://thornelyhill.co.uk/blog/?p=103

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This week, I got an e-mail from a colleague who wanted to discuss ‘social marketing’ such as Facebook outreach to enhance our health communication project. This reminded me of a graphic I received not long ago from Neil Thornley from Thornley & Hill UK who’s also concerned about the conflation of social marketing and social media marketing. Below is a graphic he designed to help explain the two concepts.

In Neil’s word:

Well, simply put:

Social marketing is designed to lead to changes in behaviour, changes in policy or changes in environment to benefit the social good.  Social media is a tool (alongside direct marketing, advertising etc.) which utilises social networks to drive sales (in accordance with a marketing plan), create positive PR and/or drive brand awareness.

Both represent a shift towards consumer orientation to realize organizational (social) goals and tailoring the product to the customer.

Source: http://thornelyhill.co.uk/blog/?p=84

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Here’s the agenda for the Global Health Council’s Communications working group meeting:

1:00    Welcome and Introductions
1:10    Get the Message – A Caribbean Text Message    Advocacy Campaign
Soren Nielsen, Communications Consultant,Get the Message Campaign
Lessons learned, challenges and results from an NCD-awareness campaign that led to 500,000 text messages across the Caribbean

1:50    New Media Working Group

2:05    Discussion: The Working Group moving forward

Global Health Council
1111 19th St NW, Suite 1120
Washington, DC

And to learn more about the campaign, visit https://caribbeanhealth.org/2011/03/25/get-the-message-support-healthy-caribbean-coalitions-mission-on-cncds/