Who likes us, and what difference does it make? Evaluating process, - PowerPoint PPT Presentation

Who likes us, and what difference does it make? Evaluating process, impact and outcomes of a social media campaign in skin cancer prevention. Jennifer Makin , Sue Heward, Kimberley Dunstone, Jane Hill, Cairin Conway

‘A Summer to Remember’ Facebook campaign ! SunSmart – skin cancer prevention program of Cancer Council Victoria ! SunSmart program of Cancer Council Victoria – skin cancer prevention ! ! Enabled ongoing engagement via status updates ! Branded campaign

Outputs – Facebook insights ! 4,387 likes ! 84% target age ! 46% male ! Data on most engaging posts, engagement and virality by day/time

Campaign objectives and aim Objectives 1. Increase engagement between Victorian adolescents and young people and the SunSmart program. 2. Challenge misconceptions and increase understanding of the health consequences of unsafe sun exposure, behaviour (13-17) and young people (18-24) practicing sun safe Aim: To increase the number of Victorian adolescents Increase positive attitudes towards sun protection. Increase susceptibility to skin cancer. . 4. Increase positive attitudes towards sun protection. Aim: To increase the number of Victorian adolescents (13-17) and young people (18-24) practicing sun safe behaviour.

Method ! Concurrent to Facebook campaign, mass media campaign evaluation ! Cross-sectional weekly online tracking survey ! Concurrent to Facebook media campaign evaluation campaign, mass ! Cross-sectional weekly online tracking survey of sun protection attitudes and behaviours !

Who likes us? ! Of the 566 respondents: – 50% did not remember seeing the page – 24% remembered but did not ‘like’ the page – 21% ‘liked’ the page ! – 4% initially ‘liked’, but later unliked

Objective 1: Engagement FB use, skin type, tanning preference by whether ‘liked’ page 100% 90% 80% 70% 61% 60% 60% 55% 54% 52% 50% 47% 50% 44% 42% 40% 30% 20% 10% 0% Use FB several times a day* Fair skin Like a tan Did not remember SunSmart FB page (n=284) Did not 'like' SunSmart FB page (n=136) 'Liked' SunSmart FB page (n=120)

Objective 1: Engagement Understanding, self-efficacy, severity, susceptibility 100% 90% 83% 78% 80% 74% 73% 72% 67% 67% 70% 64% 64% 57% 60% 48% 50% 39% 40% 30% 20% 10% 0% Benefits of a tan outweigh the risks If I protect, I can avoid melanoma Melanoma can be easily treated Little chance I'll get melanoma (disagree) (agree)* (disagree)* (disagree)* Did not remember SunSmart FB page (n=284) Did not 'like' SunSmart FB page (n=136) 'Liked' SunSmart FB page (n=120)

Objective 1: Engagement Tanning and sun protection behaviour, sunburn 100% 87% 85% 90% 79% 79% 80% 70% 70% 62% 60% 50% 39% 35% 40% 33% 31% 29% 27% 30% 20% 10% 0% Attempted a tan last summer Outside during peak UV last Sunscreen last weekend Sunburnt last summer* weekend Did not remember SunSmart FB page Did not 'like' SunSmart FB page Liked' SunSmart FB page

Additional measures of engagement ! Of those who ‘liked’ the page: – 24% talked about it with someone (IRL/online) – Around 60% agreed status updates were interesting, relevant, made them stop and think

What difference does it make? ! Of those who ‘liked’ the page: – 60% agreed status updates provided new information about sun protection or skin cancer – 65% agreed status updates made them think about what it would be like if they got skin cancer in future – 61% agreed status updates made them more likely to protect themselves from the sun – 58% reported having increased or thinking about increasing level of sun protection as a result

Objectives 2-4: Changes in understanding, severity, susceptibility, attitudes? 100% 90% 82% 82% 81% 77% 77% 76% 80% 70% 62% 60% 52% 50% 40% 30% 20% 10% 0% Benefits of a tan outweigh the risks I only need to protect at the beach/ Melanoma can be easily treated Little chance I will get melanoma (disagree) pool (disagree) (disagree) (disagree) Did not 'like' SunSmart FB page Liked' SunSmart FB page

Aim: Behaviour change? Since < date did online survey> : 100% 90% 80% 70% 61% 59% 60% 46% 50% 40% 40% 29% 30% 15% 20% 10% 0% Attempted a tan* Usually/always wore sunscreen* Sunburnt* Did not 'like' SunSmart FB page Liked' SunSmart FB page

Conclusions ! Who likes us? – Successfully engaged with the target group – Not just ‘preaching to the converted’ ! What difference does it make? – Not much … – … BUT: • concurrent paid media campaign • max. 12 weeks interactions (min. 2 weeks) • engagement increasing – ongoing intervention ! Importance of evaluation

Jen Makin Jen.Makin@cancervic.org.au sunsmart.com.au

Objectives 2-4: Changes in understanding, severity, susceptibility, attitudes among those who ‘liked’ the page? 100% 90% 83% 82% 78% 77% 75% 80% 72% 70% 62% 57% 60% 50% 40% 30% 20% 10% 0% Benefits of a tan outweigh the risks Melanoma can be easily treated Little chance I will get melanoma If I protect, I can avoid melanoma (disagree) (disagree) (disagree) (disagree) Pre-'liking' Post-campaign