using an understanding of psychological motivation to...
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Using an understanding of
psychological motivation to deliver
marketing success
Alexia Clifford, Deputy Director of Marketing, Public Health
England
Jane Asscher, Founding Partner - Strategy and
Management, 23red
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Agenda
• The Principles behind PHE’s behaviour change programmes
• Change4Life Vision
• The Behaviour Change Model
• The Movement
• Programme in action: SmartSwaps 2014 Campaign
• Evidence of success
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The principles behind PHE’s behaviour change
programmes
• We are locally driven
• We are transparent and evidence led
• We will create more innovative content
• We will provide “on-demand” digital public health
• We will only ever work in partnership
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Change4Life Vision
Change4Life’s aim is to inspire a social movement through which
government, the NHS, local authorities, business charities, schools,
community leaders and families can all play a part in improving children’s
diets and physical activity levels.
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Government Departments, agencies and programmes
Food manufacturing
Non Governmental Organisations
Media
Physical activity
Retail
Local Delivery
Health professionals Local Authorities
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Engaging the nation
1,937,406 families have
joined Change4Life
accounting for 2.5m
people
10.35% experience a
positive significant shift
after one year
220,000 children
participated in sport
38,000 more children
getting 60 active
minutes
89% of mums are
aware of Change4Life
and 95% of mums
associate it with
healthy eating
Dunn Humby analysis
showed encouraging
differences in 8
categories featured in
meal mixer
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Smart Swaps Campaign 2014
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Headline learnings from consumer
research
• Showing visually what’s lurking inside every day foods helps drive
motivation to change
• People don’t want to stop. But they will make an easy, like for like swap
• Swaps made repeatedly over time are more likely to embed faster
• Long term change will require maintenance
• Calories are important but need to be handled with care
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The Initiative
We wanted to sign people up to choose one (or more) easy
swaps that could be made every day, and support them in
maintaining these swaps for one month
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The campaign imperatives
Make this feel like a whole new
movement of swapping rather than
just isolated swaps
Create a clear role for registration in the programme and actively drive
consumers into it
Understanding existing shopping
behaviour in order to break down
ingrained habits
1
2
3
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The Customer Journey
Landing page Registration Swap commitment
What you get:
- Vouchers
- Smart Swap Swapper
- Fridge magnets
- New improved Smart
Recipes app
- 4 weeks eCRM and SMS
Smart Swapper, fridge magnets
+ vouchers\
Share to social
Weekly eCRM
Yes No
Download app
Media channels
Retailer in-store offers
Shopping reminder Response Tips and offers
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The Tools
The Smart Swapper with punch out swap fridge
magnets
- A wheel of meal ideas for each swap
- CTA icon to the meal mixer app for full recipes
- Stick to fridge to act as handy reference and
reminder
- Fun pledge based fridge magnets
- Daily calorie limit magnet guide
- Stick to fridge to act as handy reference and
reminder
and money off
vouchers
- Hundreds of offers to encourage
a swap
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How this translated to media
AWARENESS
CONTEXTUALISE
NUDGE
REINFORCE
TV – 40s and 10s across relevant programming for our audience, throughout
January
Inserts – to sample the ‘Smart Swapper’ and drive registration to the
programme
Radio – 30 second ads to time target swaps at relevant times e.g. cereal swap
at breakfast
Digital - Search, contextual display, registration driving display, mobile & social
at relevant times
Outdoor and mobile – at supermarkets, in order to influence as
close to the point of purchase as possible
Social media – sharing swapping examples, hints and tips as well
as encouraging sign up
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The Campaign in action
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Retailers created their own in-store
campaigns…
POS Advertising ASDA magazine features Offers In store leaflet
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…and offered unprecedented support
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Local authorities were engaged up and
down the country
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…as were schools…
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…and contributed to some fantastic
results • 87% of mums saw the TV ad at least once and on average 10
times
• Over 1 million downloads of the Change4Life recipe app
• Sign ups to the campaign took the total number of Change4Life
family sign ups to 1.9m
• Social media activity took total number of followers to 750,000
• The majority of people who signed up to make a swap “stuck to it
like glue”
• Has led to significant savings on an individual level which has
been validated by retail data
• Kantar Purchasing data shows that for the 5 swaps there are
significant changes vs the same period one year ago
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Thank you