Barnstable County Human Services Social Marketing Plan A

Barnstable County Human Services Social Marketing Plan: A Parental Alcohol Intervention Marissa Donovan Audrey Laganas Marilu Terrones Social Marketing and Health Communication Summer Institute 2016 Emerson College Boston, MA

Campaign Purpose � To increase the viability of healthy family structures potentially threatened by injudicious use of alcohol for families living as permanent residents on Cape Cod.

Focus � Improve children’s relationship with alcohol by having parents reflect on their own habits through a confidential alcohol selfassessment empowering them to model better behavior.

Target Audience �Primary: ◦ Parents of children transitioning out of middle school �Secondary: ◦ Policy makers ◦ School board ◦ Teachers ◦ Students ◦ Other parents

Audience Profile: David � Married, 47, daughters grades 7, 9 and 13 � Accountant, Chatham � Involved parent � Enjoys occasional alcoholic beverage with dinner � Other parents drink more � Oldest daughter, Lauren, in trouble drinking at friend’s house � Not yet talked with any of their daughters (short of punishing Lauren) about alcohol � Gets teenage drinking info from friends

Audience profile: Marie and Joe � � � � 39 and 42 years old Sons, 13 and 16 Own pizza restaurant Drink alcohol frequently Believe consumption is average Joe drinks some beers at work, some at home Marie notices beer in refrigerator at home seems to run out faster She thinks this is happening since Joe and Mark (16 years old) had their first beer together

Audience profile: Sandra � Sandra, 43, divorced � Nurse at local hospital � Daughter, Alyssa, age 14 � Limited social life, meets divorced girlfriends at local bar � Alyssa hangs out at friends’ houses, beach in summer � Mom sometimes working at curfew time � Checks in by cell phone � Biggest worry: Alyssa will end up exactly like Mom

Competing behaviors and messages Behaviors: � No time for self-reflection � Denial � No incentive to do it � Self-efficacy: lack of tools, confidence Messages: � There’s no problem � My behavior doesn’t influence my kids’ behavior � I need my wine � Drinking is a right of passage

S. M. A. R. T Objectives By September 2017… Knowledge Increase by 10% the number of parents able to pinpoint two problem behaviors related to alcohol consumption and/or social norms. Beliefs Increase by 5% the number of parents who believe that alcohol is a problem (perceived susceptibility) and that they have a role and responsibility in alcohol modeling and education (increase selfefficacy). Behavior A 10% of parents will complete the alcohol self-assessment to model better behavior towards alcohol habits.

Theoretical Framework � Health Belief Model Informed Social Marketing Plan • Benefits of taking action • Barriers

Theoretical Framework � Theory of Planned Behavior (reasoned actions) Intentions Subjective norms Attitudes Perceived behavioral control • Actual behavioral controls including barriers • • Actual behavioral control

Theoretical Application � Attitude ◦ Taking survey will make difference � Subjective Norms ◦ Other parents are taking survey ◦ Other parents self-reflecting on drinking �It’s OK to care about your drinking � Perceived Behavioral Control ◦ Increase self-efficacy, can make a difference �Actual behavioral control, survey is available we are facilitating it directly

SWOT Analysis (Internal) Strengths � County-wide � MOAPC support Grant � SAPC Grant � Existing coalition � Stakeholders already at the table Weaknesses � Lack of budget and staff � No previous experience with alcohol-related interventions targeting middle school students

SWOT Analysis (External) Opportunities � Perceived alcohol problem � Trusted community partners � Supportive political climate Threats � Older population (without kids) may not care � Party culture � Alcohol and hospitality industry

Marketing Mix PRODUCT PRICE PLACE PROMOTION

�Parents complete brief alcohol selfassessment �Goal is not judgment but empowerment

Positioning “A Better You – A Better Family”

“Costs” “Benefits” Fear of judgment Make it fun and non-threatening Denial of role in children’s drinking Self-efficacy: You will gain power to improve your child’s life Survey fatigue Time, access � Privacy Not a survey; It’s a self-help tool Available at events you’re already attending Confidential, private

�High school orientation night ◦ Get raffle ticket for completion �Computer surveys ◦ Raffle table set up with computers ◦ No more than 5 minutes ◦ Send out link for parents that were not able to make it, another raffle ◦ Nudges (signs) along walk in

�Key Promise ◦ If I complete a brief alcohol self-assessment, I will know what I need to do (if anything) to improve myself and my family’s relationship with alcohol. �Support Statements ◦ Because I want my children to have a healthy alcohol environment and good role models so they will be comfortable making alcohol decisions.

�Tone ◦ Humor with understanding �Communication channels ◦ Parent-to-parent, key informers (sport games, etc. ) ◦ Social media: Facebook, email, school website ◦ PTO to find key informers ◦ Earned media ◦ Community meeting (involve stakeholders) ◦ Promotional giveaway

�Openings ◦ High school orientation night right after April vacation �Creative Considerations ◦ Political considerations ◦ High-school literacy level ◦ English is probably fine ◦ Stay away from promotion of alcohol

They may not listen to you, but they watch you. Are you modeling responsible drinking?

Evaluation Plan � Formative ◦ Pre implementation �Insight into parents habits, reflections, beliefs � Process ◦ Is survey measuring what we want it to? �How survey received at parent night? �Asking partners, did people take it? � Outcome ◦ Post implementation �Behavior change, changes in social norms, change attitudes �Down the line—changes in student drinking rates

Behavioral Economics � Not allowing people to open tabs � Different color cup for the third drink � No having pitchers (must buy individual drinks) � Smaller cups at bars/restaurants � Drinking punch cards-decide how many drinks you will have up front � First 2 drinks are free and third one you have to pay for