diva creative - social marketing specialists
October 2008
DIVA'S PRESENTATION WELL RECEIVED AT THE WORLD SOCIAL MARKETING CONFERENCE IN BRIGHTON
For the second year, diva have presented an abstract at the annual conference organised by the National Social Marketing Centre; this year focusing on the environment
The presentation - 'Engaging local people around air quality and climate change' was extremely well received by delegates from across the UK, including Defra.
Amanda Pearce, Director of diva, presented a practical seminar focusing on diva's social marketing work around climate change and air quality at one of the sessions held on Monday 29th September.
Her presentation focused upon two key campaigns - Care4Air, and air quality awareness raising campaign, and Sheffield is My Planet, an initiative which aims to engage local people in taking positive action to reduce the impact of climate change.
Care4Air encourages organisations and individuals to take positive action to improve the air quality, whilst Sheffield is My Planet demonstrates how lifestyle changes impact directly locally, providing local people with interventions to support behaviour change. This includes dissemination of information on local ‘green’ suppliers, how to support local environmental initiatives, etc. It also informs and encourages by providing specific data which illustrates how a sustained behaviour change (eg reducing car journeys) can impact on the city’s carbon footprint.
The seminar will look at how a number of aspects of the campaigns
- engaging local people and encouraging behaviour change by communicating in a highly accessible, positive and focussed way
- how behaviour change can have an impact on a local level
- use of competition and exchange principles
- a segmentation approach based on attitude and propensity for change
- how interventions such as awards schemes, an online tv channel and engaging online activities act as key tools for engagement
- evidence of impact in the form of local surveys, campaign outcomes and the impact of the interventions in securing a significant level of political support for an issue which historically had been problematic for policymakers
Social Marketing principles applied
Customer insight and scoping – evidence from report ‘Tipping Point or Turning Point? – Social Marketing and Climate Change’, IPSOS MORI, the DFT August 2006, NS Omnibus and local data, citizen’s surveys and research exercises conducted by local universities.
A focus on identified sustained behaviour change
Using research and key motivators for individuals to make behaviour change as theoretical framework
Social Marketing approaches used
Exchange analysis, relating directly to the competing factors that target audiences are faced with combined with local knowledge base. The segmentation model, draws upon data from the BRASS Research Centre, Beyond Awareness: Motivating Pro-Environment Consumer Behaviour, and the campaigns use Beacon Dodsworth P2 People and Places geo-demographic people classification.
The marketing mix used with a range of engagement methods (celebrity endorsement – Bill Oddie, local air quality data available on line, awards scheme, website with content designed for use as part of national curriculum etc).
If you are interested in registering for the conference, please go to the conference website which can be found via the National Social Marketing Centre's website - www.nsmcentre.org.uk