engaging rural aboriginal communities through social media ... david ppt… · social media to...
TRANSCRIPT
Engaging rural Aboriginal communities through
social media to promote healthy lifestyles
• deliver population based health promotion social marketing campaigns reaching a large proportion of the Gippsland Aboriginal population
• improve healthy lifestyle factors with related benefits to prevalence of chronic disease, cancer and other health conditions – and ultimately increase life expectancy.
The project aims to:
‘Sport is a great platform
for health promotion’
62% of Adult Aboriginal and Torres Strait Island people us Facebook Daily Facebook use
Daily Facebook use:
Compared to 42% of Adult Australians Nationally
Source: McNairn Ingenuity Research 2014
62% 42%
0
500
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1500
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2500
Our Facebook Fans; Likes
Likes
Gender and Age breakdown
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2000
4000
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12000
Engagement
Likes
Facebook Engagement
Targeted Advertising
Facebook videos views
VIEWS - TITLE 5 900 - Irvinh Mosquito – young football player 5 700 - WHAT HAPPENS WHEN YOU COOK COKE… 3 700 - Indigenous Round address by Aunty Beth Lyons 3 500 - A hard earned thirst needs a big cold water! - #DrinkWaterUMob 3 800 - Indigenous Round at Woodside Football Netball Club 3 000 - Do you care about our Mob? Join our 715 - #GetChecked 2 700 - Bairnsdale U18 Boys at the VACSAL Statewide Aboriginal Basketball Classic! 2 300 - Indigenous Round promotional interview with Shaun Braybrook. 2 300 - Interview with Toby Radford at the Evonne Goolagong Foundation Tennis Day. 2 200 - Indigenous Round promotion for Heyfield Football Netball Club
‘people change their health attitudes and
behaviours as a result of social
marketing campaigns’
• #Choosehealthy • #BeSmokeFree • #GetChecked • #GetActiveFor30
Health messages:
Australian Catholic University
Research Papers available at www.gippsport.com.au/programs/deadly-sport-gippsland/
Formal Evaluation
Attitudinal and behaviour change effects from two social marketing campaigns:
#BeSmokeFree Campaign (n=28) #ChooseHealthy Campaign (n=33)
All of those who smoked said they had thought about reducing or quitting
(5 out of 5)
61% thought about changing their drinking or eating habits
(20 out of 33)
75% reported talking with somebody else about reducing or quitting smoking
(21 out of 28)
Almost half reported talking to somebody else about changing their
eating and drinking habits (16 out of 33)
75% of those who smoked reported reducing or quitting smoking
(4 out of 5)
39% reported changing their eating and drinking behaviours
(13 out of 33)
Evaluation also found:
• Social marketing campaigns would be enhanced by: – More formative work; identifying meaningful messages and communication techniques – Greater partnerships and collaboration with State and local Aboriginal agencies – Increasing resources for merchandise and advertising in mainstream media
• Statewide Campaigns where Deadly Sport Gippsland provided local content worked well.
• Building a social media following takes time and resources
• Use content people want to engage with • Partner with statewide campaigns and provide local
content
Key Learnings:
• Tim Owen – Victorian Department of Health and Human Services
• Lynda Berends – Australian Catholic University & TRACE Research
• Frances Cieslak – Larter Consulting
• Lisa Williams (current) & Karina Crutch (2014-15) – Program Staff
Acknowledgements
More Information
Program website: www.deadlysport.com.au
Evaluation reports: www.gippsport.com.au/programs/deadly-sport-gippsland/