Behavioural change through social marketing

Department of Health

Behavioural change through social marketing

Department of Health

Business challenge

The Department of Health HACC services division co-ordinates service providers that enable frail, older people and people with disabilities to live in the community as independently and autonomously as possible.

The HACC Active Service Model is a quality improvement initiative that seeks to bring a more person centred, capacity building and restorative care approach to HACC services in Victoria. The goal of the Active Service Model project is to provide the tools to the service providers so they are able to deliver motivation and support for their clients and carers.

It was critical for the success of the project to have a thorough industry consultation process. An advisory group was established to represent consumer, carers and HACC service providers during the development of the project.

Strategy

The strategy behind the program was to provide HACC funded service providers in Victoria with tools and resources to assist them in communicating the Active Service Model approach to clients, carers, non-HACC funded referring providers and the broader community in a clear and consistent way. It was not a large-scale, department driven advertising campaign – this is a grassroots community program.

Execution

HACC services division contracted Evergreen Advertising to work with them on the development of a toolkit that would assist the service providers in bringing the Active Service Model to life.

During the creative process, it was very important to consider concepts and wording that would have universal understanding, be very simple and yet reflective of the entire community; age, economic circumstances, ethnicity and even regional and metro focus.  

The creative concept centred on the individual client having choices and being part of the solution.  Through a series of 4 Advisory Panel meetings and 6 community focus groups it was determined that the following key elements needed to be developed for the toolkit:

  • Toolkit handbook – a full overview of the program and how to use materials
  • Brochure – with the option to localise
  • Factsheet – a simple way to print information in-house 
  • Posters 
  • Image bank of photographs

To ensure the materials could be used for all nationalities they were translated into 10 languages.

Results

Social marketing programs cannot be measured in days and weeks, it is a gradual process. The results to date can be taken more from the feedback of service providers involved in development of the program. The campaign and the process has been very positively received with real value and usefulness seen for the materials, especially the image library as there is a shortage of photography that can be used in this area without copyright issues. Another example of success was full attendance at all advisory meetings, even when it meant a 4 hour drive to attend.

Business challenge

The Department of Health HACC services division co-ordinates service providers that enable frail, older people and people with disabilities to live in the community as independently and autonomously as possible.

The HACC Active Service Model is a quality improvement initiative that seeks to bring a more person centred, capacity building and restorative care approach to HACC services in Victoria. The goal of the Active Service Model project is to provide the tools to the service providers so they are able to deliver motivation and support for their clients and carers.

It was critical for the success of the project to have a thorough industry consultation process. An advisory group was established to represent consumer, carers and HACC service providers during the development of the project.

Strategy

The strategy behind the program was to provide HACC funded service providers in Victoria with tools and resources to assist them in communicating the Active Service Model approach to clients, carers, non-HACC funded referring providers and the broader community in a clear and consistent way. It was not a large-scale, department driven advertising campaign – this is a grassroots community program.

Execution

HACC services division contracted Evergreen Advertising to work with them on the development of a toolkit that would assist the service providers in bringing the Active Service Model to life.

During the creative process, it was very important to consider concepts and wording that would have universal understanding, be very simple and yet reflective of the entire community; age, economic circumstances, ethnicity and even regional and metro focus.  

The creative concept centred on the individual client having choices and being part of the solution.  Through a series of 4 Advisory Panel meetings and 6 community focus groups it was determined that the following key elements needed to be developed for the toolkit:

  • Toolkit handbook – a full overview of the program and how to use materials
  • Brochure – with the option to localise
  • Factsheet – a simple way to print information in-house 
  • Posters 
  • Image bank of photographs

To ensure the materials could be used for all nationalities they were translated into 10 languages.

Results

Social marketing programs cannot be measured in days and weeks, it is a gradual process. The results to date can be taken more from the feedback of service providers involved in development of the program. The campaign and the process has been very positively received with real value and usefulness seen for the materials, especially the image library as there is a shortage of photography that can be used in this area without copyright issues. Another example of success was full attendance at all advisory meetings, even when it meant a 4 hour drive to attend.

Want to increase the effectiveness of your communications with Boomers and Seniors?

Want to increase the effectiveness of your communications with Boomers and Seniors?