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Tc new media plan

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Veronica Yow
Veronica Yow

This document outlines a new media campaign in Uganda to raise awareness about the harms of tobacco. The campaign will use social media platforms like Facebook, Twitter, and SMS to provide truthful information from reliable sources about tobacco. It will encourage participation through sharing stories, advocacy art, and signing a petition to support tobacco control legislation. The campaign aims to educate the public on various tobacco control policies and the health effects of tobacco using positive, expert messaging. Timing of posts will be analyzed to determine the most engaging days and hours for each platform. The campaign will be monitored using website and social media analytics.

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NEW MEDIA CAMPAIGN UGANDA 2013 Veronica Yow TEXT TO CHANGE E-mail: vyow@texttochange.com SIMPLE IN CONCEPT, POWERFUL IN RESULTS http://www.texttochange.com
SOCIAL MEDIA ONLINE SMS OFFLINE RADIO PUBLIC STUNTS
Social Brand ID & Story SOCIAL ATTRIBUTES Tells the truth about the harms of tobacco Social from reliable sources (WHO, MoH, etc.) Provides independent, reliable information Can really make a change Story Provides support & rally support Helps improve life standards and values Aware of local needs and issue Supported by reliable ambassadors
Social Brand ID & Story Supports and informs the people of Tobacco Kills: Say No & Save Uganda,. We provide necessary and Lives is a campaign to make reliable information to draw your Social people in Uganda aware of the own conclusions about the dangers Social harms of tobacco. Brand of smoking and make a change. Story Story With your help, we can really The campaign is held by reliable, make a change by passing the knowledgeable people and Tobacco Control Bill organisations and supported by (signing of petition). reliable ambassadors.
SOCIAL BRAND BENEFITS
Why should fans follow us: Whats in it for them? Tobacco Kills: Say No & Save Lives provides truthful, understandable and engaging information about the risks of tobacco to enable fans to play a KEY role in this campaign: INFORMATIVE INTERACTIVE Dangers of tobacco Fans get to share stories of how they were affected by tobacco Components of the TC Bill: Advocate through Art (fans get to share their ideas on TAPS public advocacy via different mediums & engage their friends Smoke-Free to support them & win support to implement their ideas) Labeling Fans get to map their favourite smoke-free places Alternative Trade Fans get to vote for the next cigarette label in Uganda Taxation Fans get to show their support on the Tobacco Control Bill by signing a petition
Inspiration from Ukraine: Graffiti to promote smoke-free law ADVOCATE THROUGH ART AN ONLINE COMPETITION MEDIUM Art THEMES Sports Dangers of Tobacco Public Space Tobacco Advertising, Promotion & Sponsorship ETC. Smoke-Free Environment Taxation and Price Point of Sale Warning Labels
MESSAGE ARCHITECTURE
How do we talk? Components Target group Making use of call-to-action: Like, Share, Main target: 13-65 years old, men & women Comment. in Uganda. SEO support: Using the campaign name Tobacco But also: people worldwide for international Kills and Tobacco Control Bill, but also pressure. combinations of generic keywords such as Tone-of-voice smoking, no-smoking, smoke free. Use name, Expert, passionate, friendly, open & accessible, description and relevant tags for YouTube videos service minded. No URL shorteners for Facebook and Google+; Principles only for Twitter. Reliability: provide truthful, understandable Short and punchy status updates on all social and grounded information about the harms of channels. tobacco in Uganda. Conditions Activating to participate: Tobacco Kills makes Content should be about the topics of tobacco, fans participate by talking to them, sharing (non)smoking and health in Uganda. grounded arguments and offering help to quit Political information about the Tobacco Control smoking and providing tools to join the Bill. campaign. We ask questions and listen to Message: Say no to tobacco in Uganda and save what the people have to say. lives. Message: Sign & share the petition to support the Tobacco Control Bill
POST TYPES
POST TYPES Twitter account: @TobaccoKillsUG (FACEBOOK) Hashtags: #TobaccoKillsUG, #TobaccoKills, #TobaccoControlBill, #TobaccoBill, #SmokefreeUganda Post types: mostly short & punchy text updates, images & hyperlinks Branded Twitter background 140 character texts, URL shorteners Combination of hashtags, for Also think about: example: @TobaccoKillsUG asks you to Polls sign the #TobacoControlBill. Vote for a Cover images #SmokefreeUganda! Fill-in-the-blank posts X vs Y posts Events
HARMLESS ? (used to manufacture Tar (material for paving road) Toluene paint) Nicotine (used as insecticide) Methanol (A Main component in rocket fuel) Napthalene (An ingredient in moth balls) Lead (used in Batteries) Acetone (found in nail polish Hexamine (Found in Barceque remover) lighter fluid) Acetic Acid (An ingredient in Formaldehyde (embalming fluid) hair dye) Ammonia (A common household Carbon monoxide (released in car cleaner) exhaust fumes) Arsenic (found in rat poison) Cadmium (active component in battery acid) Benzene (found in rubber cement) Butane (used in lighter fluid) There are approximately 600 ingredients in cigarettes. When burned, they create more Think again..... than 7,000 chemicals; 69 of which are known
MALE. FEMALE. YOUNG. OLD. LEGISLATOR. FARMER. YOUTH. PARENT. SMOKER. NON- SMOKER. TOBACCO IS A SILENT KILLER. TAKE ACTION NOW.
1 second 2 second 3 second 4 second 5 second 6 second every 6.5 second someone dies from tobacco use TOBACCO IS A SILENT KILLER. TAKE ACTION NOW.
THEMES & TOPICS
Themes & Topics Effect of smoking on life expectancy Diseases Evidence & caused by Research smoking PERSONAL HEALTH Risks for Risks for pregnant (young) women children Sports / healthy lifestyle
Themes & Topics General health effects Evidence & Diseases research SECOND- HAND SMOKING Effects on Going out children/ pregnant women At the workplace
Themes & Topics Actualities/ events Media kit / what can Ambassadors you do to help POLITICAL Effect of Topics of the the Bill campaign Tobacco Control Bill
Themes & Topics Alternative Payrates crops FARMERS Risks for Success tobacco stories farmers Ways to get help
Themes & Topics TAPS
Themes & Topics EFFECTS OF TOBACCO FARMING ON CHILDREN
TIMING & FREQUENCY
TIMING & FREQUENCY On which day and time do we post? Until the setup and activation of performance based community management and statistical analyses in which we will be able to gather valid insights within 2 to 3 months, we will rely on research by Buddy Media which shows that: The weekend is most engaging for Twitter; The most engaging hours to post on Facebook are outside of office hours, the so called non-busy hours; The most effective times to tweet are during the busy hours, when posting on Facebook is not recommended. In order to create an always on conversation, it is wise to keep both Twitter timing and Facebook timing in mind
TIMING & FREQUENCY
TIMING & FREQUENCY How often do we post? Through Performance-based Community Management we will obtain insights into the best posting frequency. We will use the KPI Posting Strategy for this and analyse the relationship between posting frequency and unlikes. Strategies for effective Facebook wallposts based on experience and research: Limit posts to two a day; engagement rates are 40% higher when there are less than three posts a day. Exceptions can be made when exclusive campaign, current and relevant content is offered. We will start with 4 posts a week. Data analyses will show over time what is best! Again its quality, not quantity, that counts. In order to create the most engagement on Tweets, its important to find the Tweet spot. The graphic below shows the number of Tweets that obtain the most engagement. Since the fewer the Tweets, the higher the engagement, it is important to Tweet on the most engaging days and hours, which will be found through statistical analysis.
TIMING & FREQUENCY
MONITORING Overview OVverview
MONITORING
MONITORING Most important websites during the past three months
MONITORING
MONITORING Tweets during the last 3 months
MONITORING
Veronica Yow TEXT TO CHANGE E-mail: vyow@texttochange.com SIMPLE IN CONCEPT, POWERFUL IN RESULTS http://www.texttochange.com

More Related Content

Tc new media plan

  • 1. NEW MEDIA CAMPAIGN UGANDA 2013 Veronica Yow TEXT TO CHANGE E-mail: vyow@texttochange.com SIMPLE IN CONCEPT, POWERFUL IN RESULTS http://www.texttochange.com
  • 2. SOCIAL MEDIA ONLINE SMS OFFLINE RADIO PUBLIC STUNTS
  • 3. Social Brand ID & Story SOCIAL ATTRIBUTES Tells the truth about the harms of tobacco Social from reliable sources (WHO, MoH, etc.) Provides independent, reliable information Can really make a change Story Provides support & rally support Helps improve life standards and values Aware of local needs and issue Supported by reliable ambassadors
  • 4. Social Brand ID & Story Supports and informs the people of Tobacco Kills: Say No & Save Uganda,. We provide necessary and Lives is a campaign to make reliable information to draw your Social people in Uganda aware of the own conclusions about the dangers Social harms of tobacco. Brand of smoking and make a change. Story Story With your help, we can really The campaign is held by reliable, make a change by passing the knowledgeable people and Tobacco Control Bill organisations and supported by (signing of petition). reliable ambassadors.
  • 6. Why should fans follow us: Whats in it for them? Tobacco Kills: Say No & Save Lives provides truthful, understandable and engaging information about the risks of tobacco to enable fans to play a KEY role in this campaign: INFORMATIVE INTERACTIVE Dangers of tobacco Fans get to share stories of how they were affected by tobacco Components of the TC Bill: Advocate through Art (fans get to share their ideas on TAPS public advocacy via different mediums & engage their friends Smoke-Free to support them & win support to implement their ideas) Labeling Fans get to map their favourite smoke-free places Alternative Trade Fans get to vote for the next cigarette label in Uganda Taxation Fans get to show their support on the Tobacco Control Bill by signing a petition
  • 7. Inspiration from Ukraine: Graffiti to promote smoke-free law ADVOCATE THROUGH ART AN ONLINE COMPETITION MEDIUM Art THEMES Sports Dangers of Tobacco Public Space Tobacco Advertising, Promotion & Sponsorship ETC. Smoke-Free Environment Taxation and Price Point of Sale Warning Labels
  • 9. How do we talk? Components Target group Making use of call-to-action: Like, Share, Main target: 13-65 years old, men & women Comment. in Uganda. SEO support: Using the campaign name Tobacco But also: people worldwide for international Kills and Tobacco Control Bill, but also pressure. combinations of generic keywords such as Tone-of-voice smoking, no-smoking, smoke free. Use name, Expert, passionate, friendly, open & accessible, description and relevant tags for YouTube videos service minded. No URL shorteners for Facebook and Google+; Principles only for Twitter. Reliability: provide truthful, understandable Short and punchy status updates on all social and grounded information about the harms of channels. tobacco in Uganda. Conditions Activating to participate: Tobacco Kills makes Content should be about the topics of tobacco, fans participate by talking to them, sharing (non)smoking and health in Uganda. grounded arguments and offering help to quit Political information about the Tobacco Control smoking and providing tools to join the Bill. campaign. We ask questions and listen to Message: Say no to tobacco in Uganda and save what the people have to say. lives. Message: Sign & share the petition to support the Tobacco Control Bill
  • 11. POST TYPES Twitter account: @TobaccoKillsUG (FACEBOOK) Hashtags: #TobaccoKillsUG, #TobaccoKills, #TobaccoControlBill, #TobaccoBill, #SmokefreeUganda Post types: mostly short & punchy text updates, images & hyperlinks Branded Twitter background 140 character texts, URL shorteners Combination of hashtags, for Also think about: example: @TobaccoKillsUG asks you to Polls sign the #TobacoControlBill. Vote for a Cover images #SmokefreeUganda! Fill-in-the-blank posts X vs Y posts Events
  • 12. HARMLESS ? (used to manufacture Tar (material for paving road) Toluene paint) Nicotine (used as insecticide) Methanol (A Main component in rocket fuel) Napthalene (An ingredient in moth balls) Lead (used in Batteries) Acetone (found in nail polish Hexamine (Found in Barceque remover) lighter fluid) Acetic Acid (An ingredient in Formaldehyde (embalming fluid) hair dye) Ammonia (A common household Carbon monoxide (released in car cleaner) exhaust fumes) Arsenic (found in rat poison) Cadmium (active component in battery acid) Benzene (found in rubber cement) Butane (used in lighter fluid) There are approximately 600 ingredients in cigarettes. When burned, they create more Think again..... than 7,000 chemicals; 69 of which are known
  • 13. MALE. FEMALE. YOUNG. OLD. LEGISLATOR. FARMER. YOUTH. PARENT. SMOKER. NON- SMOKER. TOBACCO IS A SILENT KILLER. TAKE ACTION NOW.
  • 14. 1 second 2 second 3 second 4 second 5 second 6 second every 6.5 second someone dies from tobacco use TOBACCO IS A SILENT KILLER. TAKE ACTION NOW.
  • 16. Themes & Topics Effect of smoking on life expectancy Diseases Evidence & caused by Research smoking PERSONAL HEALTH Risks for Risks for pregnant (young) women children Sports / healthy lifestyle
  • 17. Themes & Topics General health effects Evidence & Diseases research SECOND- HAND SMOKING Effects on Going out children/ pregnant women At the workplace
  • 18. Themes & Topics Actualities/ events Media kit / what can Ambassadors you do to help POLITICAL Effect of Topics of the the Bill campaign Tobacco Control Bill
  • 19. Themes & Topics Alternative Payrates crops FARMERS Risks for Success tobacco stories farmers Ways to get help
  • 21. Themes & Topics EFFECTS OF TOBACCO FARMING ON CHILDREN
  • 23. TIMING & FREQUENCY On which day and time do we post? Until the setup and activation of performance based community management and statistical analyses in which we will be able to gather valid insights within 2 to 3 months, we will rely on research by Buddy Media which shows that: The weekend is most engaging for Twitter; The most engaging hours to post on Facebook are outside of office hours, the so called non-busy hours; The most effective times to tweet are during the busy hours, when posting on Facebook is not recommended. In order to create an always on conversation, it is wise to keep both Twitter timing and Facebook timing in mind
  • 25. TIMING & FREQUENCY How often do we post? Through Performance-based Community Management we will obtain insights into the best posting frequency. We will use the KPI Posting Strategy for this and analyse the relationship between posting frequency and unlikes. Strategies for effective Facebook wallposts based on experience and research: Limit posts to two a day; engagement rates are 40% higher when there are less than three posts a day. Exceptions can be made when exclusive campaign, current and relevant content is offered. We will start with 4 posts a week. Data analyses will show over time what is best! Again its quality, not quantity, that counts. In order to create the most engagement on Tweets, its important to find the Tweet spot. The graphic below shows the number of Tweets that obtain the most engagement. Since the fewer the Tweets, the higher the engagement, it is important to Tweet on the most engaging days and hours, which will be found through statistical analysis.
  • 29. MONITORING Most important websites during the past three months
  • 31. MONITORING Tweets during the last 3 months
  • 33. Veronica Yow TEXT TO CHANGE E-mail: vyow@texttochange.com SIMPLE IN CONCEPT, POWERFUL IN RESULTS http://www.texttochange.com

Editor's Notes

  • #3: Consistent with pathway models of behavior change, the findings demonstrate that individuals requesting general information are not necessarily prepared to access services, while those seeking service availability information are motivated to utilise them. Intuitively, this seems reasonable: If you already know what MC is all about you wont use Tohara, youll just want to know where you can get the procedure (i.e., youre knowledgeable & motivated).
  • #5: How communications workAdvertising and marketing communications work in a number of ways. Put most simply, these can be three:By consciously communicating information.By creating desirable associations for the brand or product: this process may not be conscious, will often not be verbal. Because it uses images or stories the communication is less precise than giving information. However we know that it is no less powerful as a way of influencing behaviour.By raising top of mind awareness of a brand, or reminding people of information or associations previously communicated.
  • #6: Information give facts, endorsements, guarantees, etc Demonstration show product in action, torture tests, side by side, etcDramatisation create a story, find compelling metaphors, etc Leverage existing brand strengths, remind people of brands history, use established devices and mnemonics
  • #7: When I [desired action], instead of [alternative], I will [reward]Rewards may be:Functional sensory emotional expressive
  • #9: Dialing TOHARA is not strongly associated with having gone for circumcision, while dialling WAPI has a statistically significant association.
  • #11: Dialing TOHARA is not strongly associated with having gone for circumcision, while dialling WAPI has a statistically significant association.
  • #16: Dialing TOHARA is not strongly associated with having gone for circumcision, while dialling WAPI has a statistically significant association.
  • #17: The TTC interactive platform was used to capture the responses from the designed key words.
  • #23: Dialing TOHARA is not strongly associated with having gone for circumcision, while dialling WAPI has a statistically significant association.