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ENVIRONMENTAL BEHAVIOUR CHANGE:

ENVIRONMENTAL BEHAVIOUR CHANGE:. Will Social Marketing’s ‘Toddler’ grow up in time?. “KNOW THE ENEMY” CAMPAIGN. RELATIVE MATURITY OF HEALTH AND ENVIRONMENTAL SOCIAL MARKETING. OPPORTUNITIES FOR ENVIRONMENTAL SOCIAL MARKETING. A BRAND IS NOT A PRODUCT.

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ENVIRONMENTAL BEHAVIOUR CHANGE:

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  1. ENVIRONMENTAL BEHAVIOUR CHANGE: Will Social Marketing’s ‘Toddler’ grow up in time?

  2. “KNOW THE ENEMY” CAMPAIGN

  3. RELATIVE MATURITY OF HEALTH AND ENVIRONMENTAL SOCIAL MARKETING

  4. OPPORTUNITIES FOR ENVIRONMENTALSOCIAL MARKETING A BRAND IS NOT A PRODUCT

  5. ENVIRONMENTAL SOCIAL MARKETING:PEOPLE THINK IT’S IMPORTANT Collective Reducing the road toll in NZ Protecting NZ from unwanted pests/diseases Making sure NZ is working towards addressing sustainability and climate change Binge drinking Ensuring New Zealanders save enough for retirement Discrimination against people with mental illness Preventing accidents and injury around the home Getting people to stop smoking Addressing problem gambling Personal

  6. CHALLENGES FOR ENVIRONMENTALSOCIAL MARKETING

  7. HOW THE TODDLER HAS GROWN: FIRST STEPS

  8. Waterway a resource Heartland Boaties - Family fun & ‘Social’ fishing Personal responsibility Government responsibility Jet Boating Heartland - ‘Passionate’ Fly Fishermen Heartland Of Sport serious Kayakers 100% natural environment HOW THE TODDLER HAS GROWN:CRAWLING BEFORE WALKING

  9. HOW THE TODDLER HAS GROWN:FIRST STEPS

  10. HOW THE TODDLER HAS GROWN:AND THE NEXT STEPS

  11. HOW THE TODDLER HAS GROWN:MEASURING PROGRESS Have you personally taken any different actions when using freshwater recreational areas to help stop the spread of didymo? 2006 2007 Base: 2006 (n=757, respondents who had seen, read or heard any communications relating to didymo), 2007 (n=1550, all respondents) Didymo Campaign Evaluation 2007

  12. Strongly disagree Disagree Agree Strongly agree HOW THE TODDLER HAS GROWN:MEASURING PROGRESS Below are some statements that other people have made about the communications about didymo. Please indicate to what extent you agree or disagree with each statement % who neither agree/disagree: 10% 14% 17% 18% 18% 18% 18% 23% 25% 35% 34% 38% 36% Base : All respondents (n=1550) Didymo Campaign Evaluation 2007

  13. HOW THE TODDLER HAS GROWN:LINKING OUTPUT TO OUTCOME Base : All respondents (n=1550) Didymo Campaign Evaluation 2007

  14. HOW THE TODDLER HAS GROWN: EXCHANGES AND ENGAGEMENT

  15. HOW THE TODDLER HAS GROWN: MATURING AND DEVELOPING

  16. HOW THE TODDLER HAS GROWN:DEVELOPING A UNIQUE PERSONALITY High Low Customer Imprisonment Heavy Fines (Enforcement Communications) Decided not to comply Economic Sociological Light Fines Social Marketing Don’t want to comply Enforcement Intervention Communications Intervention Business Industry Psychological Try to, but don’t always succeed Social Marketing Licensing Legal Incentive Education Factors that influencecustomer decisions and behaviour Willing to do the right thing Low High

  17. ARE WE READY TO GROW UP?

  18. THANK YOU

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