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Candid, First-Person Views on the Inspiration to Change. Break-out session one Room 315. Prepared by: Larry L. Bye, Field Research Corporation Lex Matteini, Runyon Saltzman & Einhorn March 4, 2009. Agenda. Campaign evolution: where are we? Research objectives and methods
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Candid, First-Person Views on the Inspiration to Change Break-out session one Room 315 Prepared by: Larry L. Bye, Field Research Corporation Lex Matteini, Runyon Saltzman & Einhorn March 4, 2009
Agenda • Campaign evolution: where are we? • Research objectives and methods • 7 insights to extend the campaign • 5 concepts for new executions • Selection of the “It’s Harder” concept • Discussion
Campaign evolution: where are we? Year 3 of Champions for Change • Maintaining a role modeling strategy • Influencing self-efficacy and normative beliefs • - if she can do it, I can do it • - if lots of moms do it, I should do it • Providing social support • - mass media provides inspiration • - direct mail provides education
Campaign evolution: where are we? But we also need change We need continuity • Executions wear out • The environment changes • Our understanding evolves New brand, product, and strategy Objectives are gradual
Research: objectives & methods (formative research)
Research:objectives & methods Objective: Inform how to articulate and extend strategy for the next 2 years … By re-examining: • Does the issue remain relevant? • Current degree of motivation? • Relationship to disease prevention benefit? • Changes in perceived barriers?
Research:objectives & methods Objective: Inform how to articulate and extend strategy for the next 2 years … By exploring: • Emotions aroused by issue? • Relationship of skills to success? • Perceived social normative environment? • Societal expectations: Signals? Sources?
Research:objectives & methods Objective: Inform how to articulate and extend strategy for the next 2 years … And also exploring: • Reactions to current TV spots? • Are “champion” moms different? How?
Research:objectives & methods Methods: • In-depth interviews in LA, Oakland • Purely exploratory • 185% FPL mothers of children 5-17 • African American, Spanish speaking, and multicultural panels • Special screening and interview environment
1. Feelings about change Key Learning: • Saliency of childhood obesity is high on surveys • Mothers say they are committed to change • In reality, it’s more complicated • “want to”, “should do”, “hope to”
1. Feelings about change Key Learning: • But, it’s very challenging • Emotional content of issue is rich and great
1. Feelings about change Spanish verbatims: • “Well I kind of feel guilty, even though I know that I’m doing the right thing.” • Q: “And how do you feel when, for example, you sister criticizes your choice to say ‘no’ to your kid?” A: “Badly, because since she says this in front of other people, and then they’ll say ‘how selfish she is – she doesn’t want to give him anything’” • “Even more so if the child is with you, they make you feel badly”
2. Ability to change Key Learning: • Confident, enthusiastic about the basics of being a good mom • Watch what kids eat, serve F&V • Encourage physical activity • Explains high self efficacy scores
2. Ability to change Key Learning: • But … deeply struggling with efforts to do more • Crafty family resistance • Mom’s own guilt • Increasingly expensive
2. Ability to change Spanish verbatims: • “Honestly, I think they should promote different activities than videogames and TV for the kids. And I’ve been trying to find activities to entertain my kids, and honestly they’re expensive. I was looking for swimming classes and they’re $80 and $90 dollars in one week, for each child. And I think, Oh Lord, how are we going to do this?” • Q: “And what other barriers besides price, in terms of promoting fruits and vegetables?” A: “That they don’t want to eat them … that they don’t like them.”
3. Skills to change Key Learning: • Examples of skills that resonate … • How to plan and cook healthy meals that taste great • How to gain family support • How to incorporate physical activity in family time
3. Skills to change Key Learning: • Examples of skills that resonate … • How to substitute healthier alternatives rather than saying “no” • How to make the best of what’s on sale • How to deal with guilt and frustration
3. Skills to change Spanish verbatims: • “But I know fast food is bad. So I brought the video home for them to watch – it’s called ‘Super Size Me’ – and it talks about McDonald’s and now they don’t want to eat it as much.” • “Once with my little girl, they had the Chicken Little toy and she wanted one, so I asked the man if he could sell me the toy. I gave her the toy and we went home and she ate her dinner.”
4. Support for change Key Learning: • Moms are not seeking perfection – just the patience and determination to make ongoing progress, taking small steps • Very strong desires for ongoing informational and emotional support
4. Support for change Key Learning: • Information: moms scan a broad landscape • TV, magazines, retail, web, classes, doctors • Seeking variety of new ideas to facilitate behaviors (esp. food-related); never enough or too much • Word of mouth has particular appeal: desire to find out what’s worked for other moms
4. Support for change Key Learning: • Emotional support is lacking; moms need more • Panels served as support sessions • participants shared deep emotions • clear evidence of bonding • moms left reluctantly, visibly uplifted • Particular appeal of “My Community” spot
4. Support for change Spanish verbatim: • “In my experience, well I go to church and at that church I exchange with a lot of women, and I’ve had the opportunity to talk about healthy things and all, and I can see how there are women I want to learn from, and see all the good changes there are, and I say ‘how great’, yes … but I love to learn from the positive and good things people do.”
5. Beliefs about change Key Learning: • Moms greatly underestimated the proportion of other moms engaged in family behavior change efforts
5. Beliefs about change Key Learning: • Subsequent concept testing research reaffirmed: moms tend to feel they are unique in their efforts • Recent Benchmark data corroborate this tendency • This is common among public health issues
5. Beliefs about change Spanish verbatims: • “My doctor told me the last time I went, he stared at me and asked: ‘Do you plan to be chubby the rest of your life?’ And that got me thinking.” • “But it happens that one day, my husband mainly, he didn’t want to eat, he didn’t like salads, he said it’s like grass, and that it wouldn’t fill him up.” • “So my friend says ‘no – it’s just that you’re too … you have your daughters, and some day they are going to reproach you because you didn’t let them eat’.”
6. Changing eating habits Key Learning: • Very informed about healthy eating, maybe overloaded • Lots of substitution: sugar-free, fat-free, water, low-salt • Less mentions of fruits & vegetables • Perceived benefits tied to organic
6. Changing eating habits Spanish verbatims: • “I think they’re also good to avoid illnesses … like Vitamin C for the flu … and they say the strawberries have antioxidants.” • “Sometimes they (the media) say that it’s better to eat more vegetables than fruit … fruit has a lot of sugars.”
7. Abandoning change Key Learning: • Economic distress psychological distress other priorities • Fresh fruits & vegetables perceived as expensive to start with • Food price increases compound the problem
