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Volume VIII, Number 3, Winter 2002
Issue Topic: Public Communications Campaigns and Evaluation
Promising Practices
Credibility, Relevance, and Inescapable Truths: Effective Messages for Youth
Tim Mask describes three strategies for improving the effectiveness of behavior change campaigns that were used with success by the Partnership for a Healthy Mississippi.
Working with the Partnership for a Healthy Mississippi to create multimedia, youth-oriented ad campaigns that counter tobacco marketing, our agency has developed a formula for strategic communications with impressive results. Since we launched the campaigns, Mississippi has witnessed a reversal of escalating youth tobacco use. Since 1999, the Youth Risk Behavior Survey has measured a 25% decrease in smoking by high school students and a 30% decrease in middle school students.
The formula we used is not tobacco-specific. It applies well to any youth-targeted social marketing effort, especially if it is health related. Our methodology calls for all social marketing strategies to center around three aspects: credibility with the audience, relevance to the audience, and inescapable truths.
Strategy 1 – Credibility
Credibility is the individual youth’s assessment of the communication. Is it believable? Has the youth had an experience (first- or second-hand) that casts doubt on the message? For example, anti-smoking messages stating “cool kids don’t smoke” or “you can’t be a cheerleader and smoke” are obviously lacking in credibility, as there is no shortage of “cool” kids and cheerleaders who smoke. However, a message that states “if you smoke, you can’t play sports as well” might be credible. It is a given that some “star” athletes smoke, but the question might be raised as to how good the star athlete might be if he or she did not.
Strategy 2 – Relevance
Relevance relates to credibility. It is important to establish relevance in the youth’s perceived world, rather than the actual world—and these two worlds are not the same. Social marketers must look beyond what youth do and examine why youth do what they do. Understanding the psychographic condition and mindset (i.e., attitudes, preferences, values, habits, feelings, lifestyle choices, etc.) of a particular generation or youth subculture is imperative before relevance can be established.
Strategy 3 – Inescapable Truths
Inescapable truths are best described as short, impactful statements, often facts or statistics, which the audience cannot rationally dismiss out of hand. Both youth and adults are apt to use “intellectual alibis” when faced with a social marketing message that negatively portrays an aspect of their personal behavior. For example, an anti-smoking message that reads “smoking causes lung cancer” leaves the door open for an intellectual alibi. Youth targeted by this message could simply believe that smoking is something they will stop by the time they are 25, finish college, get married, etc. Inescapable truths prevent youth from making such rationalizations. A youth-targeted anti-smoking message that reads “90% of people who die from smoking started before age 18” prevents the application of an intellectual alibi.
Evaluating the Strategies
Campaign evaluations that consider these three factors look beyond the final numbers. Behavioral change is, of course, the ultimate goal. However, in measuring campaign success in stages, it is also important to evaluate any changes/perceptions in the youth mindset about message credibility and relevance. The degree to which messages are credible and relevant will be measured in attitudinal changes. Brand awareness and message recall are important, but not as important as attitudinal shifts.
Related ResourcesLynn, R. (2002). Marketing to millennials: How to break through with a breakthrough generation. Jackson, MS: Maris, West & Baker Advertising Communications. Mask, T. (2002, July/August). The power of multi-messaging. Kidscreen Magazine, 21-22. Available at www.kidscreen.com/articles/ Mask, T. (2002, March 15). Millennials, lightspeed media, and the death of youth fad marketing. Exchange. |
We address credibility and relevance in an effort to change attitudes; we use inescapable truths to change behavior. Initially, we can evaluate our inescapable truths through message recall and awareness rates. This will later translate into a behavioral change, assuming the fact or truth presented really is “inescapable.”
To measure a campaign’s success, it is necessary to evaluate both individual psychographical impact and individual behavioral shifts. A particular campaign might address youth in a relevant and credible manner, but not fully close the door on rational intellectual alibis. Psychographic and behavioral evaluation allows for successful communication components to remain intact, while uncovering areas where refinement is necessary.
Timothy Mask
Account Planner/Youth Marketing Specialist
Maris, West & Baker Advertising Communications
18 Northtown Dr.
Jackson, MS 39211
Tel: 800-440-4320
Email: tmask@mwb.com
Website: www.mwb.com