Social Marketing and Communications June 26, 2013 · Social Marketing and Communications . June 26, 2013 . Welcome to the webinar! We will begin in a moment. To listen to audio via
48
Social Marketing and Communications June 26, 2013 Welcome to the webinar! We will begin in a moment. To listen to audio via phone: US (Toll Free): 1-888-850-4523; US (Toll): 1-719-234-7800 Participant Code: 418086 For technical support, please call Adobe at (800) 422-3623 The slides and recording from today’s webinar will be available to download at: http://www.futureswithoutviolence.org/section/our_work/tweens_and_teens/_6_26_13
Welcome to the webinar! We will begin in a moment.
To listen to audio via phone: US (Toll Free): 1-888-850-4523; US (Toll): 1-719-234-7800
Participant Code: 418086
For technical support, please call Adobe at (800) 422-3623
The slides and recording from today’s webinar will be available to download at: http://www.futureswithoutviolence.org/section/our_work/tweens_and_teens/_6_26_13
• Four years: Nov 2008 – Nov 2012 • $18 million investment in 11 communities • Funded by Robert Wood Johnson Foundation
and Blue Shield of California Foundation • Focus on 11-14 year old youth
Presenter
Presentation Notes
DEBBIE Explore innovative and practical solutions to prevent teen dating violence and promote healthy teen relationships among 11-14 year old youth. (pre-dating/just dating 11-14 year olds) Futures Without Violence is the National Program Office. National partners include Finn Partners for media and communications; RTI for evaluation
Boston, MA
Providence, RI Bronx, NY
Bridgeport, CT
Indianapolis, IN
Atlanta, GA
Wichita, KS
Boise, ID
Los Angeles, CA
Oakland, CA
The Communities of Start Strong
Austin, TX
Indiana University Health
Boston Public Health Commission
RYASAP
Jane Fonda Center, Emory University
Catholic Charities
SafePlace
Peace Over Violence
Sojourner House
Family Violence Law Center
Bronx-Lebanon Hospital
Idaho Coalition Against Sexual & Domestic Violence
Presenter
Presentation Notes
DEBBIE
Socio-Ecological Model • Educate and engage
youth in & out of school • Educate/engage teen
influencers • Change policy &
environmental factors • Promote social norms
change through social marketing and communications
Presenter
Presentation Notes
DEBBIE Successful Prevention Requires a Multi-Faceted Approach Today we will focus on the social marketing and communications component
Presenter
Presentation Notes
DEBBIE
Social Marketing and Start Strong • Social norms change is
critical • Engage media to promote
healthy relationships messages
• Opportunity to be creative • Obvious place to involve
youth leaders • Requirement of the
initiative
Presenter
Presentation Notes
NANCY in addition to working with kids in the schools and in face to face environments we also need to - Meet teens where they “live” – SOCIAL MEDIA – Facebook, Twitter, YouTube , to name a few – this is where teens are “hanging out” and this is where they learn about relationships, “the good, the bad and the ugly”. Media obviously plays a role in how teens perceive relationship norms, this is where they learn much of what they perceive to be OK ways to treat each other Above all, this was an arena for Start Strong sites to unleash their creative energies and an easy place to involve youth. DEBBIE Social Marketing and Communications were so important to the overall strategy of Start Strong that each site was required to commit 25% of their total funding to this part of the work.
Test your TXT lingo:
LOL
Presenter
Presentation Notes
KHADIJA: - An audience test: How well do you know your text lingo? Are you in touch with how teens communicate these days? - Type into the text chat box what you think LOL means Laugh Out Loud
PAW
Presenter
Presentation Notes
KHADIJA: - Parents Are Watching - We start with these examples to point out how different things are for teens today than they were when most of us were starting to date and think about romantic relationships. NANCY: - My generation worried about our parents overhearing our phone conversations because we only had one phone for everyone to use. In those days you were tethered to the phone via the cord and the phone was generally located in the busiest place in the house, The Kitchen! There was no such thing as a private conversation and you were not allowed on the phone very long. These days, young teens can be on their phone anywhere, anytime and frequently unmonitored by their parent or an adult.
WHAT WAS THE DEFINING
EVENT OF YOUR
GENERATION?
Presenter
Presentation Notes
NANCY: - So, what was the defining event of your generation????…for your students, it has been the rapid growth of social technology and the social web over the last decade.
1 Billion
Presenter
Presentation Notes
CHRISTINA: - Take a look at this chart. Youth today cannot remember a time when people didn’t have 24/7 access to each other. They are digital natives.
and it’s a whole new world…
Presenter
Presentation Notes
CHRISTINA: - It is not an exaggeration to say that these kids are growing up in a different world and it makes them different. - This difference also often gives adults a lot of discomfort! - Let’s take a moment and think about what that means: - The problem isn’t Facebook or YouTube or anything else on the internet for that matter the problem is that most kids come to the internet totally unprepared. So they do what most kids do when they have to learn on their own, they experiment. violence is a by product of that. -privacy? -identity? -intellectual property?
DIGITAL COURAGE
Presenter
Presentation Notes
NICOLE: - Invisible wall
with new challenges
nothing is private
it’s easy to be mean
runaway digital footprint
Presenter
Presentation Notes
NICOLE
it’s easy to be an upstander
everyone can create and share
Presenter
Presentation Notes
MELISSA/KHADIJA
“Me and my cousins will make up dances and put them on YouTube. Then other kids will give us shout outs and tell us how we can improve our moves.” - Jaylin, 14
Presenter
Presentation Notes
MELISSA/KHADIJA: - 76% of youth have commented on content that a friend published online
“On Tumblr, me and my girls write about what’s going on in our lives. I’ll talk back if I see something that’s on the real or messed up. We always know where things stand.” -Jade, 15
Presenter
Presentation Notes
MELISSA/KHADIJA
How can we create
teaching and learning
tools that are relevant
to this generation?
Presenter
Presentation Notes
NANCY: SO we asked ourselves… how can we create teaching and learning tools that are relevant to this generation?....they live in the “real time, constant feedback generation” ASHLEY: AUDIENCE QUESTION for text chat answers
KIDS CREATE THE CONTENT (With some help from adults)
Presenter
Presentation Notes
NANCY Involve teens! A genuine youth voice in your materials is invaluable. - We love our teens, but we learned a lot about the risks and the rewards: Risk: unreliable content; need for monitoring –(they believe the sky is the limit, so some ideas are unrealistic (bringing Justin Bieber to town was not in our budget) But the rewards outweighed the risks: teens know how to talk to other teens; The more involved they were the more empowered and creative they became; plus, they learned the basics about social marketing CHRISTINA Real Robots example of play-testing with high school then middle school youth. KHADIJA We’ve learned in Idaho that teen leadership rocks. It honestly seems impossible to me for organizations to be targeting teens without having teens help them out! Having a fellow classmate or friend show their passion for a cause is what influences others the most. Teens know best about themselves and other teens, and making sure that they are in an accepting and open environment is important so that they can be honest. Encourage teens to be real!
Training is Essential
Presenter
Presentation Notes
NICOLE Training and digital education is essential. - Boston summer youth leadership institute Teens need leadership training: how to behave in professional situations as representatives of your organization, how to model behavior for peers and younger peers Also time to process and grow. Its not about simply creating mouthpieces for the organization but really helping teens authentically shift their value systems and buy into the messaging. Ie jealousy is a healthy part of a relationship CHRISTINA How to maintain a respectful digital presence NANCY Teen leaders in Wichita signed contracts with guidelines around what music they would listen to MELISSA/KHADIJA -
SET YOUR MIND TO THE
“CREATE/SHARE” STATION.
Presenter
Presentation Notes
CHRISTINA Make it interactive and allow plenty of opportunity for user-generated content.
Presenter
Presentation Notes
CHRISTINA KHADIJA What Christina did with Hook Up with Respect in Rhode Island is a great example of one of the most important aspect of good youth social marketing: that local teens create local projects. Teens should be the backbone behind any youth marketing, but especially when it comes to local projects, they can give the best insight into local teens. Lingo and fads change across the nation, and it’s really cool when you see social marketing that fits with that your own group of friends is doing.
Be aware of what’s catching your audience’s attention
Presenter
Presentation Notes
NANCY Monitor popular sources of news and gossip for teens to stay abreast of teen culture Fortune or misfortune, at the beginning of Start Strong was the Rhianna/Chris Brown relationship violence and also the Teen Mom show became popular - Also, we scanned local media for any stories that might be relevant NICOLE - One of my “jobs” with SSBoston was to check out Jezebel, etc
Presenter
Presentation Notes
KHADIJA - Memes have been huge for awhile and are still huge! Memes are pictures with sarcastic sayings that make a point. A good way to reach teens is to create memes that spread your message! For example…
Presenter
Presentation Notes
NANCY If you create a blog or website, serve up content that corresponds to your audience's frequently searched keywords: 1. In Wichita we spent a lot of time analyzing the keyword searches that brought people to our site. 2. We crafted blog content around these search terms. 3. This allowed us to develop content that is highly relevant to our audience and recruit more people to our site in the process.
Prevention, Start Strong style
Presenter
Presentation Notes
NICOLE: The way we do prevention at Start Strong is hiding the broccoli under the cheese. If we say come discuss conflict resolution chances are you wont get as many youth and they might not be as engaged. Now if you say lets talk about healthy break ups or songs that are currently on the radio you will get everyone interested.
AAP ADVOCATES FOR SAFER MEDIA AND MUSIC LYRICS
“On average, American youth listen to music from 1.5 to 2.5 hours per day, and an analysis of at-risk youth revealed they listen up to 6.8 hours per day. Studies have shown that a preference for certain types of music or music videos with explicit references to drugs, sex or violence can be associated with negative effects on schoolwork, behavior and emotions. Heavy metal and hard rock music have also been associated with increased suicidal risk, depression and delinquent behavior.”
Presenter
Presentation Notes
NICOLE: What’s the public health intervention? We figured out what worked with CB/Rihanna. We were purposeful with this project. American Academy of Pediatrics came out with a statement paper saying that music has a direct impact on the lives and health of young people. There is no causation but after a meta analysis of research they felt justified in saying there is a correlation between the types of music teens listen to and health outcomes. Our peer leaders were walking in everyday with ear buds in so we thought how can we can we create a discussion around this issue.
Presenter
Presentation Notes
NICOLE: (Ashley will remind people that these tools will be available for their use/download, so don’t spend too much time on each one.) Came up with the Sound Relationships Nutrition Label. Describe briefly. And the goal is for it to be used as a discussion tool. We have gotten calls from Marrietta Georgia where a church is using it Most importantly it is relevant to their lives. Just ask them for the latest relationship themed song they are listening to. But to entice local media to pick it up and promote it that wasn’t enough so we decided to have our peer leaders come up with a top 10 list sharing the top 10 healthy and unhealthy relationship songs of the year and we put it out right around the end of the year when all the other yearly top lists come out. AN dit grew legs and gained traction. So the lesson is taking something you know is important and spinning it with a pop culture lens.
34
Presenter
Presentation Notes
NICOLE Another example, using YouTube video viewing
Presenter
Presentation Notes
NICOLE From our friends in Bridgeport Media literacy tools are a good way to connect with youth leaders.
36
As much as things change…
Presenter
Presentation Notes
NANCY As much as things change….
37
Presenter
Presentation Notes
NANCY They also stay the same! - Common Sense Media released a survey last year that said 49% of 13- to 17-year-olds prefer face-to-face conversations to digital ones. - Young teens in particular crave offline activities. They are legally restricted from most social networking sites until they are 13. Often they have parental restrictions on their online time and activities. Many Start Strong sites had great success with theater programs. We did in Wichita, and Austin, Indianapolis, Bridgeport did as well.
What other offline
activities can attract
young teens?
Presenter
Presentation Notes
ASHLEY
39
39
39
Presenter
Presentation Notes
NICOLE Confronted the online reality and repercussions of navigating relationships in an online medium in an offline forum.
Healthy Teen Break-Ups Summit
MYOscars
Art Show
Denim Day in LA, NY & USA
Broken Harmonies
Taking Control
Don’t U Luv Me? The Outrage Texting 4 Life Changing Lives Youth
Theatre Ensemble
Films Awareness Campaigns
Workshops Events
Performance Groups
Contests
Blogs Essays Stories PSA’s
Poetry SLAM
Presenter
Presentation Notes
CHRISTINA: Take advantage of opportunities off-line to promote your on-line movement Create films and include a final slide of your website. Also hand out material driving people to your website at the event Host an event, workshop, Poetry slam, create contests, create a performing group – again take the opportunity to provide materials driving participants to the website
Promote event on website
Posters promoting event – see details at
website
Hand out materials at event with web address
Pictures and videos of those at
the event
Kids go to website to see
themselves, vote, and tell their
friends
Presenter
Presentation Notes
CHRISTINA: Create an event where teens have to go to your website to participate To vote To enter a drawing To download a video or blog Contests Create the event that offers an incentive that your potential visitors will promote themselves (in this case a band contest where the winning band receives their own music video production)– promote it on the website, encourage the competing bands to promote through their social media sites (remember, they want to win the video so they will do a lot of the promoting for you), through posters, announcements at school, etc. – hand out materials (website card, t-shirt, etc) at the site that direct your participants back to the website to do something (in this case to vote for their favorite band) – take lots of pictures and videos so kids can see themselves on the site – set a window of time for voting (the competing bands will continue to drive their followers to your website) – Announce the winner Caution – you will need to set up the voting so only one vote per computer is allowed. You want unique visitors to your site.
42
42
Writing & Student Council Contest • 700 Junior/Middle
School Submissions
• 950 High School Submissions
• 300 + Power of Words
Presenter
Presentation Notes
MELISSA/KHADIJA - Promoted online, participation offline in classrooms, in-person community event
Be innovative (and take risks)
Presenter
Presentation Notes
MELISSA/KHADIJA At the midnight premiere of New Moon on November 19th, Start Strong Idaho teens conducted a survey at theaters in the Boise area. Had quizzes for teens to fill out as they waited. Had ambassadors mix with the crowd. Gave out prizes to promote the 3rd choice to raise awareness of Bella’s ability to work on defining herself and who she wants to be rather than be absorbed by team jacob or team edward.
Presenter
Presentation Notes
NICOLE: - One of the things that is crucial in healthy relationship promotion is being proactive in thinking about potential messaging. - There are two things we have learned is figure out what is not being talked about when we discuss teen relationships and promote it or figure out how to take and old concept/concern and discuss it in an interesting way. - We are often asked to provide youth victim voices for stories on dating abuse. We try to pivot the story towards one highlighting teens working in healthy relationship promotion.
Build relationships and be collegial
Presenter
Presentation Notes
MELISSA: Acting as a resource for media allows you the chance to plug healthy relationships and help shape stories from teen dating violence focused into healthy relationship focused. BUT partnering with media can have its pitfalls. - i.e. Partnering for an event with a radio station that often plays songs with unhealthy relationship content
Don’t Forget Community Relationship
Building
Presenter
Presentation Notes
CHRISTINA Connecting youth issues across the community begins to build that wider social norms change. Inserting healthy relationships messaging into the programming of groups in the community working on related and unrelated youth issues was a key tactic for many Start Strong sites.
Each 90 minute webinar will begin at 11 PT/12MT/1CT/2ET July 17: Educating and Engaging Youth In- & Out-of-School August 7: Policy TBD: Start Strong Evaluation
All webinars are recorded; recordings and registration information
can be accessed at: www.StartStrongTeens.org/webinars
Upcoming Webinars
Presenter
Presentation Notes
DEBBIE Registration is open for the upcoming webinars, the next one on July 17. Previous webinars on Start Strong overall and Influencers are recorded and can be accessed on the same registration page as well.
