A Skeleton 3-Year Plan For Reinforcing Motivation 11 July, 2008 Prepared by MCBD and MEC

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?

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

Prompt 582,000 R&M smokers to quit

Objective successfully, over the next 3 years



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

A much tighter focus on R&M smokers, with

Target a particular bias to family lifestages



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


Insight Loved ones are all important




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


Channels A shift towards community activation




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:


Emphasise that smoking affects your loved ones, and encourage

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



Emphasise that smoking affects your loved ones, and

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

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



every day
Vehicle Live Smokefree




every day

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


Insight Family/loved ones are all important

every day
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
• 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
•

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REINFORCING MOTIVATION

A skeleton 3-year plan for Reinforcing Motivation

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?

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?

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

Source: DH Marketing Strategy Paper

Prompt 582,000 R&M smokers to quit

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?

Prompt 582,000 R&M smokers to quit

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?

Have Kids 10-15: 719,000

Have Kids 0 - 4: 623,000

Under 35 Singles (No kids):

Older Singles 35+ ( No kids):

People Closest to you

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

Although we still have to discuss whether these

Prompt 582,000 R&M smokers to quit

A much tighter focus on R&M smokers, 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?

Prompt 582,000 R&M smokers to quit

A much tighter focus on R&M smokers, 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?

When do we need to say it?

Source: Directions, The Nursery, TGI, BMRB

Prompt 582,000 R&M smokers to quit

A much tighter focus on R&M smokers, with

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?

Prompt 582,000 R&M smokers to quit

A much tighter focus on R&M smokers, with