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REINFORCING MOTIVATION

A skeleton 3-year plan for Reinforcing Motivation


11th July, 2008
Prepared by MCBD and MEC
The ingredients of any long-term comms strategy

Objective What exactly do we need to achieve?

Target Who do we need to connect with?

Insight How can we best connect with them?

Channels Where can we best connect with them?

Message What exactly do we need to say to them?

Vehicle How do we need to say it?

Phasing When do we need to say it?


Our strategic building blocks

Objective What exactly do we need to achieve?

Target Who do we need to connect with?

Insight How can we best connect with them?

Channels Where can we best connect with them?

Message What exactly do we need to say to them?

Vehicle How do we need to say it?

Phasing When do we need to say it?


We now have a very clear idea of what we need to achieve

•The overall PSA (21 % prevalence by 2010) looks set to be achieved


•The R&M PSA (26 % prevalence by 2010) looks much more challenging
•To hit the latter target, 518,769 R&M smokers need to quit successfully
over 3 years
•Of these, 317,303 need to be comms-driven
•Of these, 257,461 need to be driven by national DH comms

Model is being revisited mid August by Fuel using new GHS data on
prevalence, as there's belief that the legislation had a greater effect
on prevalence than first estimated.

Source: DH Marketing Strategy Paper


Our strategic building blocks

Prompt 582,000 R&M smokers to quit


Objective successfully, over the next 3 years

Target Who do we need to connect with?

Insight How can we best connect with them?

Channels Where can we best connect with them?

Message What exactly do we need to say to them?

Vehicle How do we need to say it?

Phasing When do we need to say it?


Our strategic building blocks

Prompt 582,000 R&M smokers to quit


Objective successfully, over the next 3 years

Target Who do we need to connect with?

Insight How can we best connect with them?

Channels Where can we best connect with them?

Message What exactly do we need to say to them?

Vehicle How do we need to say it?

Phasing When do we need to say it?


We have a very clear understanding of who we need to connect with

4.35
Have Kids 5-9: 628,000

Have Kids 10-15: 719,000

Have Kids 0 - 4: 623,000


Size of Household

3.35

Under 35 Singles (No kids):


557,000
Grandparents: 637,000
60 70 80 90

2.35
Empty Nesters: 867,000
Under 35 Couples (No kids):
304,000
Older Couples 35+ ( No kids):
250,000

Older Singles 35+ ( No kids):


113,000

1.35

People Closest to you

A much tighter focus on R&M smokers, with a particular bias to family lifestages

Source: TGI 2007. R&M Smokers – England Only (definitions in appendix)


We have also prioritised your niche audiences
Adults R&M Nearing Gay Men Pregnant Eastern Bangladesh Black /
workers Retirement 25 - 34 women European i men 35 + Caribbean
Men Women 15 - 34

Definition used on NRS 16 + ( England Lower supervisory 60-64 C2DE Est. 2,8m gay men Had baby <11mths Eastern European Bangladeshi Men aged Black Caribbean Wmn
survey coding Only ) & tech or in UK & 15.6% of Men 35+ 15-34
Routine/Semi UK are aged 25-34

Size of 41 , 655 , 000 11,394,000 1,243,000 198,041* 919,000 462,840** 340,000*** 99,000
audience ( NRS )

% who smoke 24 % ( DH ) 31% (DH) 29% (TGI) 60% 17% (DH) 31% (DH) 40%(DH) 24% (DH)
(Survey
Shop)

No . who smoke 9 , 997 , 200 3,532,140 360,470 131,595 156,230 143,480 136,000 23,760
Index vs . GB 100 129 120 250 71 ( 29% 129 166 100 (compared
pop who smoke prevalence in to all women 15-
R&M pregnant 34 index = 69)
women)

% who are 27 % n/a 53% (?, but 18% 58% (TGI) 33% 14%
R & M workers low) (postnatal
could bias low
( NRS ) R&M figure)

* Source: Treasury data of 6% of total pop. are gay (pro rata’d to Men 25-
34
** ) Source: Worker Registration Applications May 2004 – Mar 2008
*** Source: 2001 Census data pro rata’d to Men 35+

Although we still have to discuss whether these


niche audiences merit specific messages and/or media
Our strategic building blocks

Prompt 582,000 R&M smokers to quit


Objective successfully, over the next 3 years

A much tighter focus on R&M smokers, with


Target a particular bias to family lifestages

Insight How can we best connect with them?

Channels Where can we best connect with them?

Message What exactly do we need to say to them?

Vehicle How do we need to say it?

Phasing When do we need to say it?


Our strategic building blocks

Prompt 582,000 R&M smokers to quit


Objective successfully, over the next 3 years

A much tighter focus on R&M smokers, with


Target a particular bias to family lifestages

Insight How can we best connect with them?

Channels Where can we best connect with them?

Message What exactly do we need to say to them?

Vehicle How do we need to say it?

When do we need to say it?


Phasing
We have a deep understanding of how to connect with them

Qualitative
Ethnography TGI Tracking
research

Within the last year, a wealth of research has pointed to the importance
of family and loved ones to R&M smokers

Source: Directions, The Nursery, TGI, BMRB


An important point

Friends Children

‘Loved ones’
Wider is an inclusive
family term, covering Partner
many relationships

Parents Grandchildren

Siblings
Our strategic building blocks

Prompt 582,000 R&M smokers to quit


Objective successfully, over the next 3 years

A much tighter focus on R&M smokers, with


Target a particular bias to family lifestages

Insight Loved ones are all important

Channels Where can we best connect with them?

Message What exactly do we need to say to them?

Vehicle How do we need to say it?

Phasing When do we need to say it?


Our strategic building blocks

Prompt 582,000 R&M smokers to quit


Objective successfully, over the next 3 years

A much tighter focus on R&M smokers, with


Target a particular bias to family lifestages

Insight Loved ones are all important

Channels Where can we best connect with them?

Message What exactly do we need to say to them?

Vehicle How do we need to say it?

Phasing When do we need to say it?


We have developed a multi-layered strategy to connect with R&M smokers over time

“Your smoking affects your loved ones not just


Cultural
Shift

Time 08/09 09/10 10/11

Comms
Objective Establish Evolve Deepen

Shape of ATL Launch + Understanding


‘Smoke Free’
Community
Comms BTL Support through content
Activation

Test and Learn


Use of media will reflect the different roles over time

An example of how the strategy might evolve

08/09 09/10 10/11


ESTABLISH: EVOLVE: DEEPEN:
Through the line comms Develop understanding Community Activation

TV/Cinema TV TV TV TV TV

Outdoor Outdoor/Press Outdoor

PR PR National Press

Press Ambient Ambient

Ambient Local Channels Local Channels

Online Online Online

Community activation Community activation

W.O.M. W.O.M. W.O.M. / PR

Source: MEC
Our long term vision for Community Activation

Community
focused

Current model :
Top - down TV led
strategy
+
New Model test Community led
in key regions : activation strategy :
Locally
activated Regional Programme
support of marketing and
programme event activities
supported by above –
the – line media
Top down

Increased Accountability through optimisation


New measures on :- Campaign elements , Attitude shifts , Behavioural change & Active Response
What do we mean by community? And how does it all
fit together?
Lead Generation Community Reinforcing
Motivation

Advertising Advertising

Deployment of local budgets


Face to Face

SunAdvertoial
Talksport
/IPCBauer
Advertoials
Football Foundation

Local Authority stickering


MSN

GPs
Pharmacies
Employers Sun Bus
Our strategic building blocks

Prompt 582,000 R&M smokers to quit


Objective successfully, over the next 3 years

A much tighter focus on R&M smokers, with


Target a particular bias to family lifestages

Insight Loved ones are all important

Channels A shift towards community activation

Message What exactly do we need to say to them?

Vehicle How do we need to say it?

Phasing When do we need to say it?


Our strategic building blocks

Prompt 582,000 R&M smokers to quit


Objective successfully, over the next 3 years

A much tighter focus on R&M smokers, with


Target a particular bias to family lifestages

Insight Loved ones are all important

Channels A shift towards community activation

Message What exactly do we need to say to them?

Vehicle How do we need to say it?

Phasing When do we need to say it?


This is where we have lacked clarity

Inconsistent
research

Inconsistent
consumers
We have now explored a huge range of potential messages

There have been multiple messages under each of the following banners:

Own health
Family health

Emotional impact on Family Life

Child behaviour and Perception

Physical appearance

Societal appearance

Cost

Many are at least partly motivating to at least


part of our audience, so we need to prioritise

Source: Directions Message Bank Research, 2008


Our key criteria for prioritising the messaging

1.Fit with the overall objective


The need for mass action and step-change
2.Fit with the audience
R&M smokers, with a bias to family lifestages
3.Fit with the over-arching insight
The importance of loved ones in R&M smokers’ lives
4.Fit with the channel strategy
The increasing importance of community channels and W.O.M.

A holistic approach, tied back to the overall task and strategy


Other important considerations

The more general literature on behavioural change


points to the need for *

Dissatisfaction A positive image


with the present of the future

This provides a useful structure within which


to
think about our motivation messaging

* The Marketing Plan cites 4 other criteria, but these are less relevant to Reinforcing Motivation
Key messages to stoke dissatisfaction with the present

•Your smoking encourages your kids to copy you


•Your smoking could make you a burden on your loved ones
•Your smoking may rob you of time with your loved ones
•Your smoking worries your loved ones
•Your smoking harms your loved ones more than you think
•Your smoking could reduce the quality of your time with loved
ones
•Your smoking could leave your loved ones abandoned
•Your smoking makes it hard to keep up with your kids

All of these messages have tested well in research and


meet the criteria outlined earlier
The role of ‘external appearance’ in stoking dissatisfaction

•This territory was found to be motivating to younger women


•However, it is less motivating to our core audience and fits less well with the
over-arching insight/strategy
•Moreover, the issue was held to be too closely entwined with other health
issues
- drinking, diet, use of sunbeds, lack of exercise etc

We would not recommend force-fitting it into this campaign but would


recommend using this as the basis of a targeted cross-health campaign
Key message to show a positive image of the future

Whereas a multiplicity ...one specific message


of messages seems to seems to be key to
be necessary to make portraying a positive
smokers dissatisfied image of the future
with the present...

The simple notion that “huge numbers of smokers are


quitting every day – why not join them?”

Other than mirror images of the negative messaging,


this was the only positive motivator to really shine through
in research and also fits our criteria very well
Summary of proposed messaging

Overall: Your smoking affects your loved ones – not just you

Stoking It encourages your kids to copy you


dissatisfaction: It could make you a burden on your loved ones
It may rob you of time with your loved ones
It worries your loved ones
It harms your loved ones more than you think
It could reduce the quality of your time with your loved
ones
It could leave your loved ones abandoned
It makes it hard to keep up with your kids

Positive image
Join the huge numbers of people quitting every day
of the future:
Our strategic building blocks

Prompt 582,000 R&M smokers to quit


Objective successfully, over the next 3 years

A much tighter focus on R&M smokers, with


Target a particular bias to family lifestages

Insight Loved ones are all important

Channels A shift towards community activation

Emphasise that smoking affects your loved ones, and encourage


Message people to join the huge numbers of people quitting every day

Vehicle How do we need to say it?

Phasing When do we need to say it?


Our strategic building blocks

Prompt 582,000 R&M smokers to quit


Objective successfully, over the next 3 years

A much tighter focus on R&M smokers, with


Target a particular bias to family lifestages

Insight Loved ones are all important

Channels A shift towards community activation

Emphasise that smoking affects your loved ones, and


Message encourage people to join the huge numbers of people quitting
every day

Vehicle How do we need to say it?

Phasing When do we need to say it?


We have developed a clear point of view on how the communications should be ‘glued’ together

Creative
Tone
vehicle

A line to invest meaning in Smokefree,


possibly with some kind of visual/aural device

Source: MCBD ‘Creative Glue’ presentation


Indeed we have a strong recommendation on this point...

Live Smokefree
Our strategic building blocks

Prompt 582,000 R&M smokers to quit


Objective successfully, over the next 3 years

A much tighter focus on R&M smokers, with


Target a particular bias to family lifestages

Insight Loved ones are all important

Channels A shift towards community activation

Emphasise that smoking affects your loved ones, and


Message encourage people to join the huge numbers of people quitting
every day

Vehicle Live Smokefree

Phasing When do we need to say it?


Our strategic building blocks

Prompt 582,000 R&M smokers to quit


Objective successfully, over the next 3 years

A much tighter focus on R&M smokers, with


Target a particular bias to family lifestages

Insight Loved ones are all important

Channels A shift towards community activation

Emphasise that smoking affects your loved ones, and


Message encourage people to join the huge numbers of people quitting
every day

Vehicle Live Smokefree

Phasing When do we need to say it?


Considerations

•The need for negative ‘dissatisfaction’ spikes to surprise and


jolt people into action

•The need for ongoing ‘positive future’ activity to build


sense of normalisation over time

•The need to spread out ‘similar’ messages

•The need to spread out ‘similar’ audiences

•In the case of SHS, the need to leave a little distance


from the 2007 legislation



Join the huge numbers of people quitting every day Positive
It makes It could It may rob It could
It could It harms
it hard reduce you of make you It encourages
leave your your loved
to keep the quality time with a burden your kids
loved ones of ones more It worries
up with your loved on your to copy you
abandoned your time than you
your kids
Dissatisfaction

think ones loved ones


with your
loved ones
Your smoking affects your loved ones – not just you Overall
‘ 11 ‘ 10 ‘ 09 ‘ 08
Draft phasing of messaging
Join the huge numbers of people quitting every day Positive
It makes It could It may rob It could
It could It harms
it hard reduce you of make you It encourages
leave your your loved
to keep the quality time with a burden your kids
loved ones of ones more It worries
up with your loved on your to copy you
abandoned your time than you
Dissatisfaction

your kids think ones loved ones


with your
loved ones
Your smoking affects your loved ones – not just you Overall
‘ 11 ‘ 10 ‘ 09 ‘ 08
What this means in terms of audience coverage
We have a very clear understanding of who we need to connect with

4.35
Have Kids 5-9: 628,000

Have Kids 10-15: 719,000

Have Kids 0 - 4: 623,000


Size of Household

3.35

Under 35 Singles (No kids):


557,000
But may be covered by niche 70activity and cross-health
60 80
Grandparents: 637,000
90

2.35
Empty Nesters: 867,000
But may be covered by niche activity
Under 35 Couples (No kids):
304,000
Older Couples 35+ ( No kids):
250,000

Older Singles 35+ ( No kids):


113,000

1.35

People Closest to you

A much tighter focus on R&M smokers, with a particular bias to family lifestages

Source: TGI 2007. R&M Smokers – England Only (definitions in appendix)


In summary: our outline 3 year plan

Prompt 582,000 R&M smokers to quit


Objective successfully, over the next 3 years

A much tighter focus on R&M smokers, with


Target a particular bias to family lifestages

Insight Family/loved ones are all important

Channels A shift towards community activation

Emphasise that smoking affects your loved ones, and


Message encourage people to join the huge numbers of people quitting
every day

Vehicle Live Smokefree

A series of negative ‘spikes’ supported by


Phasing ongoing positive activity
Discussion
APPENDIX
Audience Definitions
• Survey: TGI 2008 Q2 TJD07

• Base : R&M Smokers – England Only

• Groups:

• Have Kids 0 – 4
• Have Kids 5 – 9
• Have Kids 10 – 15
• Under 35 couples no kids ( Married / Living as Married)
• Under 35 singles no kids
• Over 35 couples no kids ( Married / Living as Married)
• Over 35 singles no kids
• Empty Nesters – Have had kids but there are none in HH (no age distinction)
• Grandparents – Have grandchildren

• Axis:
• Average number of persons in household (y axis)
• Proportion of respondents who agree with 3 or more of the following statements
– It's Important My Family Thinks I'm Doing Well
– DA My Family Is More Important To Me Than My Career
– I Enjoy Spending Time With My Family
– DA We Usually Have Family Meals At The Weekend
– My Favourite Pastime Is Staying With My Family
– I Like To Have Close Friends Who Support Me In Hard Time