How do we get people to do what's good for them? Dry January. Developing behaviour change campaigns conference, 14 July 2016
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The presentation discusses the effectiveness and scalability of the 'Dry January' campaign, highlighting its positive impact on participants' health and behavior change. It emphasizes collective experiences, the importance of social norms in reducing alcohol consumption, and provides evidence of its benefits, such as money savings and improved well-being. The campaign's success is attributed to its participative nature, exploitation of social media, and strategic marketing rather than educational efforts.
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How do we get people to do what's good for them? Dry January. Developing behaviour change campaigns conference, 14 July 2016
- 1. Dry January: Participative, scalable and effective Tom Smith, director of campaigns
- 2. This presentation • Rationale behind Dry January • Does it work? • Campaign growth • Monetarising
- 3. The case for doing something Photograph: Matt Cardy/Getty Images Matt Cardy/Getty
- 4. What needs to happen? • Most effective measures involve action on price, availability and marketing. Not education. • But is there something we can do now support people to look at their drinking and change our national conversation?
- 6. What do the insights tell us? • Talk about ‘us’ rather than ‘you’ • Cutting down with others might be easier • Health benefits important but saving money and losing weight might be more motivating • An “excuse” to drink less might be helpful
- 8. Social norms
- 9. Focus of the campaign • Positive not negative focus • Collective experience, so “us” not “you”. • No blame, no ‘f word’. • No medical jargon.
- 10. Why Dry January? • Provides a moment of reflection for people who want a break or have concerns • Provides a cover for those who don’t like the peer pressure of our drinking culture • Sparks conversations about ‘not drinking’ rather than celebrating drunkenness – It Works!
- 11. Participants
- 12. Long term behaviour change
- 14. Health and Well-being •81% of participants say they saved money •63% of participants got better sleep •46% of participants lost weight •85% of participants felt they benefited from the sense of achievement
- 15. Why does Dry Jan work? Experiential participative challenges show behaviour-change promise (e.g. Stoptober) Dry Jan combines mass media appeal with individual digital communication Social media based - taps into peer networks Social contagion - has normalised a behaviour and even turned it into a cultural movement
- 16. 2016 Reach #Dryjanuary impressions 180 million Press Mentions 2085 globally/1549 UK Facebook likes 43,866 Twitter followers 6694
- 18. Revenue Generation • Individual giving • Local Authority contracts • Dry January App • Corporate partnerships
- 19. Partner activity
- 20. We Support Enhanced Local Authority Activity Bespoke local evaluation (including outcomes measures, detailed process evaluation and return on investment) Stakeholder engagement (including pre- campaign insight development and planning)
- 21. Merchandise
- 23. www.dryjanuary.org.uk Tom Smith Acting Director of Campaigns [email protected]
- 24. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
- 25. 14 July 2016 London #CCbehaviourchange Developing behaviour change campaigns Sponsored by