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Social Marketing Sugar The Hidden Killer
Aminul Hoque 000 654 857 Miguel Cardoso 000 668 274 Gordana Pavlovic 000 668 505
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Introduction • Todays Presentation will include: • Key findings from primary and secondary research on the consumption of
sugar • Application of the Health Belief Model, Theory of Planned Behavior and the
Cognitive Dissonance Theory • Behavior change strategy • Measured objectives & outputs • Budgeting
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Sugar The Hidden Killer • The dangers of sugar are becoming obvious, people are developing diabetes at a faster rate,
obesity levels are rising, NHS costs are increasing. • BUT people like sweet foods! • It is now our job to find ways of reducing all of these things mentioned above… how? • A new campaign! • Aiming to:
- Reduce sugar and calorie consumption - Raise awareness on sugar and health - Change eating habits
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Our Focus •
Who: 18-25 Year Olds
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Demographics: Students, Young Professionals, Young Parents
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Where: London and South East England
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What: Educating the audience on the effects of sugar consumption and diabetes, making changes to eating habits, reducing the consumption of sugar.
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Consumption of Sugar in the South East • The British Heart Foundation has calculated that in the year of 2008/10 that London’s
consumer of total sugars per person, per day was at 103g, and for the South East of England inhabitants it was 120g.
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Diabetes in the South East England 7% of 3.4 Million= Approx. 238000 people in the South East England with Diabetes
8% of 3.4 Million = Approx. 256000 people in The South East England with Diabetes 9% of 3.4 Million= Approx. 306000 people in The South East England with Diabetes
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Eating Habits 53% of the UK think they eat somewhat healthy 17% think they do not eat healthy 30% believe they eat healthily
Source: Kantar (2013)
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Overweight and Obese Figures Across Countries
Source: NHS- Sepho (2005)
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NHS Costs • Obesity- The resulting NHS costs attributable to overweight and obesity are projected to
reach £9.7 billion by 2050, with wider costs to society estimated to reach £49.9 billion per year (NHS, 2012)
• Obesity costs the NHS over £1 billion per year, and society as a whole up to £3.5 billion per year.(NHS, Sepho, 2005)
• Diabetes cost approximately £23.7 billion in the UK in 2010/11, including both direct and indirect costs. (Diabetes UK, 2013)
• The current cost of direct patient care (treatment, intervention and complications) for
those living with diabetes is estimated at £9.8 billion (£1 billion for type 1 diabetes and £8.8 billion for type 2 diabetes). (Diabetes, 2013)
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Legislations ‘Government pledges to consider new fat and sugar laws’ (Metro, 2013) ‘Politicians should consider banning children’s foods containing a high sugar content’ (Metro, 2013)
BBC Nutritionist Amanda Ursell Highlights food which need attention in reduction
- Breakfast cereals, reducing high sugar content - fruit juice drinks (not pure fruit juice) - added sugar (BBC News Health, 2013)
FSA- Legislation sets requirements for food labels in the UK and aims to ensure food labels are an honest presentation of food (GOV.UK, 2014) Labour party calls for new approach on obesity by introducing new maximum permitted levels of fat, sugar and salt in food (Labour, 2013)
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Primary Research How many grams of sugar do you think there are in a can of coke? Male/19/ Student: “Urm about 4g?”
There are on average around 33g of sugar in a can of coke
Can you name 3 symptoms of diabetes? Male/ 24/ Bank Clerk: “Feeling tired, vision worsening? I can’t name any more ”
There are more than 10 different symptoms of diabetes
Do you know your GDA of sugar? Female/23/ Sales Assistant: “Not at all, oops” The average person should not consume any more than 90g of sugar a day How would your behavior change if you found you had diabetes? Female/ 23/ Young Professional: “I’d become cautious about my diet”
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Health Belief Model
Adapted from Becker and Nancy (1984) (Rosenstock et al., 1988)
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Health Belief Model
Adapted from Becker and Nancy (1984) (Rosenstock et al., 1988)
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Cognitive Dissonance Theory Dissonance DOWN Action
Target market are consuming less sugar and calories
Eating too many bad sugars and consuming too many calories is bad for you
Change Belief
Dissonance is UP
The target market are consuming too much sugar and calories Belief
Dissonance DOWN Target market agree that eating too many sugars and calories is bad for you
Change Action Change Action Perception
Dissonance DOWN Adapted from Festinger, L (1957) cited in Aronson, 1969
Target market are now aware of the risks of sugars and calories
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Previous Case Studies
The Sugar Pack Health marketing campaign in LA 2011-2012
(Barragan, et al., 2014)
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The Sugar Pack • Focus groups • Respondents knew the negative effects of excess sugar intake • Hesitant to believe that their children were at risk from such effects
• Drinking soda and young age
• Sports drinks were better than sodas (hydration) (mentality) • Although parents felt that children weren’t consuming to much sugar. There was a limit to how many sodas a child could have.
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The New York Campaign
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New York City Pouring on the Pound Campaign (Health, 2013) •
Similar traits to The Sugar Pack
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Shock Tactics
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“You wouldn’t eat 16 packs of sugar, why are you drinking them?” Powerful and relevant
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What Didn’t Prove Effective? •
“Hard hitting advertising that showed images of morbidly obese children.” (Barragan, et al., 2014)
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Comparison adverts were also turn down, which seemed to distract the message
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Not enough information on how to better the issue
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Strategies Up-Stream (Policies and prevention)
Mid-Stream (Implementation)
Down-Stream (Tactical interventions)
Lobbying:
PR and Campaign Advertising: - Social Media - Mobile phone application
Events:
- Coca Cola - Sugar taxation (12p)
Adapted from (French, 2012)
- Cooking Classes - Supermarket giveaway coupons
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Marketing Objectives and Goals Behavior, Knowledge & Beliefs • 1. Reduce sugar and calorie consumption between 18-25 year olds by 20%, in year 1 • 2. Raise awareness and educate on sugar consumption and amount of sugar in food
and health issues (i.e. diabetes) that can be developed from high sugar consumption to London and the South East of England, 18-25 year olds, in year 1. • 3. Change the target audience’s behaviour towards eating habits, by reducing the
sugar consumption, and monitoring diabetes diagnosis after a year of campaigning (and post campaign) in the South East of England.
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Advantages of Social Media
(Statista, 2012)
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Evaluation throughout and post the campaign • Tube ridership (record: 4.4 million people in one day) (TFL, 2012)
• Social media statistics • Surveys – People aged 18-25 would be considered as eligible for the research; – Questions on diet habits, sugar levels in food, socio-demographics; – Make a possible time line for activity (1 year approx.)
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Campaign / Budget
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Gantt Chart
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Concept Idea
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Thank you for your attention
Any questions?
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References • Aronson, E., 1969. The theory of cognitive dissonance: A current perspective. Advances in experimental •
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social psychology, 1(1), pp. 1-34. BBC, 2013. Amanda Ursell. [Online] Available at: http://www.bbc.co.uk/wales/raiseyourgame/sites/preparation/healthybody/pages/amanda_ursell.shtml [Accessed 1 March 2014]. BHF, 2011. Heart stats. [Online] Available at: https://www.google.co.uk/url?sa=t&rct=j&q=&esrc=s&source=web&cd=3&sqi=2&ved=0CDcQFjAC&url=http %3A%2F%2Fextras.bhf.org.uk%2Fheartstats%2FHeartstats%2FRISK%2520FACTORS%2FDiet%2FRegion al%2520differences%2FConsumption%2520of%2520fats%2520salt%2520sugar%2520fi [Accessed 1 March 2014]. Diabetes, 2103. Diabetes.org. [Online] Available at: http://www.diabetes.org.uk/Documents/About%20Us/What%20we%20say/0160b-state-nation2013-england-1213.pdf [Accessed 1 March 2014]. French, J., 2012. The Free Social Marketing Toolbox. [Online] Available at: http://strategic-social-marketing.vpweb.co.uk/Free-Tool-Box.html [Accessed 1 March 2104].
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References • GovUK, 2014. Food standards: labelling, durability and composition. [Online]
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Available at: https://www.gov.uk/food-standards-labelling-durability-and-composition [Accessed 1 March 2014]. Health, N., 2014. Pouring On the Pounds Ad Campaign. [Online] Available at: http://www.nyc.gov/html/doh/html/living/sugarydrink-media.shtml [Accessed 1 March 2014]. Kantar, 2013. British eating habits revealed. [Online] Available at: http://uk.kantar.com/business/health/uk-eating-habits-and-obesity/ [Accessed 1 March 2014]. Labour, 2013. Labour calls for new approach on obesity. [Online] Available at: https://www.labour.org.uk/labour-new-approach-obesity,2013-01-05 [Accessed 1 March 2014]. Metro, 2013. Government pledges to consider new fat and sugar laws. [Online] Available at: http://metro.co.uk/2013/01/05/labour-calls-for-fat-and-sugar-laws-3338981/ [Accessed 1 March 2014].
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References • NHS, 2012. Diabetes: cases and costs predicted to rise. [Online]
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Available at: http://www.nhs.uk/news/2012/04april/Pages/nhs-diabetes-costs-casesrising.aspx [Accessed 1 March 2014]. Rosenstock, I. M., Stretcher, V. J. & Becker, M. H., 1988. Social learning theory and the health belief model. Health education quarterly, 15(2), pp. 175-183. Sepho, N., 2005. Choosing health in the South East: Sepho. [Online] Available at: http://www.sepho.org.uk/Download/Public/9783/1/SEPHO%20obesity%20report%20Nov%200 5.pdf [Accessed 1 March 2014]. Statista, 2012. The Rapid Rise of Social Media. [Online] Available at: http://www.statista.com/markets/21/topic/194/social-media/chart/521/the-rapidrise-of-social-media/ [Accessed 1 March 2014]. TFL, 2012. Record ridership continues. [Online] Available at: http://www.tfl.gov.uk/corporate/media/newscentre/metro/25189.aspx [Accessed 1 March 2104].