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Latest Updates

    Four Evidence-Based Principles for Creating Measurable Social Value

    As public health advocates we know that just telling people to do something doesn’t have much of an impact. Fortunately, social marketing principles have shown that creating social and personal value can spark and drive behavior change.

    At the 2016 Agents of Change Summit, Jeff French said “The question you should ask yourself everyday: How can I create some measurable social value for the people that I’m trying to help?”

    So, how can you create measurable social value? Start with four evidence-based principles:

    1. Citizen Insight:

      Know your audience and invest in understanding them. Go beyond basic demographics and figure out what motivates and drives them. Make sure you’re able to see the problem from their perspective. For example, some young adults might not be driven by preventing lung cancer but certain young adults, like Hipsters, do care about standing up against the animal testing and harmful environmental practices of big tobacco. People will chose to perform the same behavior for different reasons, so find the one that most aligns with your audience’s values. In turn, the behavior you are promoting will be seen as more valuable by your audience. The best public health programs are based on a deep contextual understanding of your audience and not just what you want to tell them.

    2. Systemic Action:

      Are you working on a one-off project or on creating momentum toward the bigger picture? Many public health challenges are interconnected, and if you’re working on one simple solution, chances are your focus is being drowned out by other competing factors. Understanding how different variable affect your behavior can help your efforts be more relevant. For example, if you’re working to get children to consume less sugar sweetened beverages, look beyond just parents not serving soda at home, and look at the policies of what is on the school lunch line, what coaches serve at practice, and the juice boxes at afterschool programs. Giving parents a way to educate the other adults influencing their children’s beverage intake can provide them with valuable tools to improve their family’s health

    3. Co-creation:

      Engage your audience so they can be part of the solution. When the audience is engaged, they derive value from the process as well as the campaign’s outcome. Look for ways you can work toward sustained and purposeful relationships that make the issue a personal one. Youth engagement models are particularly effective because they’re driven by the audience the campaign is looking to serve. But whether you’re engaging youth or adults, the engagement must contribute towards a tangible and meaningful outcome. Nothing undermines engagement efforts moran engagement just for the sake of engagement.

    4. Compelling Social Offers:

      Focus on creating compelling and relevant social offers that people actually want. Is another brochure valuable to your audience? Are you giving people something with benefits? If teenagers perceive the benefit of drinking to be a fun and social night out, asking them to stay home and not drink isn’t compelling, whereas engaging them at an event with live music and activities might be. Be aware of the perceived value of the behavior you are trying to change, and ensure that you are positioning the replacement behavior in an equally or more valuable light.

    For more examples of how to ensure your campaigns add value, check out Jeff French’s presentation, “Behavior Change That Creates Value For Your Audience” from the Agents of Change Summit.

    Latest Updates

    5 Tips for Using Social Media to Change Behavior

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    1. Segment your audience and go where they are.

    Don’t assume that everyone uses every platform. For example, Twitter is more popular among politically engaged adults, while Instagram is more popular for art and food lovers. Segment your audience using psychographics and then select the social media channels where your target audience is already having conversations online. If they move platforms, follow their lead.

    2. Use each social media platform differently.

    Use each social media platform the same way your target audience is using it. For example, the same person might use Twitter to catch up on news, a Facebook group to connect about homework, and Instagram for self-validation. Your brand should emulate their online behavior and interests.

    3. Show your audience you care about the same things they care about.

    Make sure the content you’re sharing is compelling to your audience–not just to you or your co-workers or boss. It doesn’t matter that you think lung cancer is a compelling reason to not smoke if the audience doesn’t see lung cancer as a real threat. Expand your content beyond just your message by talking about things your audience is interested in. This will engage them and make it more likely that they will read your more message-focused posts too.

    4. Speak to cultural values.

    Create content that taps into your target audience’s values. What do they stand for? What do they believe in? Use their values to argue for the behavior change you are looking for. This sparks engagement and nurtures sharing. Remember, they don’t have to agree with your reasons to change their behavior. Find reasons that align with their values.

    5. Make sure the tactic fits into your strategy.

    What is the outcome you’re looking to achieve? Wanting to have a Snapchat account is different than wanting to create conversation and dialogue around the risks associated with smoking on Snapchat. Be clear about the purpose for each account before you start using it. You may find that there is a popular platform that may not fit your goals.

    For more information on social media and technology, check out this panel discussion on Overcoming Technological Challenges in the Government from the Agents of Change Summit. And stay tuned for a big announcement about Agents of Change 2018.

    Latest Updates

    Rescue is proud to sponsor the Agents of Change Summit

    Agents of Change Summit

    We are excited to announce that the Agents of Change Summit website has launched and registration is now open. Join us in sunny San Diego on February 8 & 9, 2016 to explore the most effective strategies and technologies to change health behaviors.

    Networking Villages

    During the Summit, participants will be organized into unique networking villages to make sure they meet other participants working in similar areas. This unique concept will create an opportunity for participants to immediately translate information from keynotes and sessions into practical information for their program.

    Speakers

    This summit will feature keynote and panel presentations from over two dozen industry leaders in public health, marketing and technology including Rescue, FDA, CDC, Tumblr, Strategic Social Marketing and Google. Find out more about these speakers and see the full lineup here.

    Visit the Agents of Change Summit website to discover more on why practitioners, scientists and creative minds working in behavior change are coming together at AOCSummit.org.

    Register Now

    Latest Updates

    NAA Convention 2015

    If you’re attending the National AfterSchool Association Convention in Washington DC next week, you’re invited…

    Join us this Monday and Tuesday for two workshops to learn how you can recruit and retain older youth through research-based best practices.


    #HowTo: Attract High-Risk Teens to After School Programs

    Monday, March 9, 2015     9:30AM – Chesapeake 4 & 5M

    At-risk teens must be willing to participate in your program. Learn how you can attract these teens and engage them in your after school programs based on research with over 5,000 teens.


    #BigCityBigGoals: Re-Branding NYC After School

    Tuesday, March 10, 2015     9:30AM – National Harbor 12

    Dive deep into how a research-based program structure and best practices are significantly enhancing recruitment and enrollment for NYC’s after school system.


    Many after school programs continue to struggle with the recruitment and retention of middle and high school students. Research shows that understanding older youth culture and identities is critical to know what teens are looking for in their out-of-school time. Rescue SCG will share strategies and research from its after school programs to reach older youth.

    Watch our High School After School marketing in action:

    Contact us for more information about these workshops and Rescue SCG’s after school expertise.

    Latest Updates

      Rescue Agency is officially a Certified B Corporation.

      We’re thrilled to announce that we’re officially a Certified B Corporation.

      Certified B Corporations are a new type of corporation which uses the power of business to solve social and community issues. It sets a new gold standard requiring that companies meet the highest levels of performance, accountability and transparency.

      The B Corp certification is to sustainable business what Fair Trade certification is to coffee or USDA Organic certification is to milk.

      B Corporation’s values are aligned with everything we believe in. From the start, Rescue Agency has been all about positively impacting the communities in which we live. Our mission is to make healthy behaviors easier and more appealing. We’re a marketing agency focused not on selling goods but creating good.

      Our commitment to the B Corps community is reinforced by the work we do on behalf of our clients every day. From promoting after school programs and tobacco free lifestyles to supporting fresh foods in food deserts and physical fitness in schools, we seek not only to be the best in the world at what we do, but the best for the world.

      The B Corp community is made up of over 1,000 companies in 34 countries from 60 industries with 1 unifying goal: to redefine success in business. We thank all of our clients who have given us a chance to be a small part in what we’re convinced will become a big movement.

      Four Evidence-Based Principles for Creating Measurable Social Value

      As public health advocates we know that just telling people to do something doesn’t have much of an impact. Fortunately, social marketing principles have shown that creating social and personal value can spark and drive behavior change.

      At the 2016 Agents of Change Summit, Jeff French said “The question you should ask yourself everyday: How can I create some measurable social value for the people that I’m trying to help?”

      So, how can you create measurable social value? Start with four evidence-based principles:

      1. Citizen Insight:

        Know your audience and invest in understanding them. Go beyond basic demographics and figure out what motivates and drives them. Make sure you’re able to see the problem from their perspective. For example, some young adults might not be driven by preventing lung cancer but certain young adults, like Hipsters, do care about standing up against the animal testing and harmful environmental practices of big tobacco. People will chose to perform the same behavior for different reasons, so find the one that most aligns with your audience’s values. In turn, the behavior you are promoting will be seen as more valuable by your audience. The best public health programs are based on a deep contextual understanding of your audience and not just what you want to tell them.

      2. Systemic Action:

        Are you working on a one-off project or on creating momentum toward the bigger picture? Many public health challenges are interconnected, and if you’re working on one simple solution, chances are your focus is being drowned out by other competing factors. Understanding how different variable affect your behavior can help your efforts be more relevant. For example, if you’re working to get children to consume less sugar sweetened beverages, look beyond just parents not serving soda at home, and look at the policies of what is on the school lunch line, what coaches serve at practice, and the juice boxes at afterschool programs. Giving parents a way to educate the other adults influencing their children’s beverage intake can provide them with valuable tools to improve their family’s health

      3. Co-creation:

        Engage your audience so they can be part of the solution. When the audience is engaged, they derive value from the process as well as the campaign’s outcome. Look for ways you can work toward sustained and purposeful relationships that make the issue a personal one. Youth engagement models are particularly effective because they’re driven by the audience the campaign is looking to serve. But whether you’re engaging youth or adults, the engagement must contribute towards a tangible and meaningful outcome. Nothing undermines engagement efforts moran engagement just for the sake of engagement.

      4. Compelling Social Offers:

        Focus on creating compelling and relevant social offers that people actually want. Is another brochure valuable to your audience? Are you giving people something with benefits? If teenagers perceive the benefit of drinking to be a fun and social night out, asking them to stay home and not drink isn’t compelling, whereas engaging them at an event with live music and activities might be. Be aware of the perceived value of the behavior you are trying to change, and ensure that you are positioning the replacement behavior in an equally or more valuable light.

      For more examples of how to ensure your campaigns add value, check out Jeff French’s presentation, “Behavior Change That Creates Value For Your Audience” from the Agents of Change Summit.

      NAA Convention 2015 Posted: March 6th, 2015