Tag Archives: communications

New Research Suggests The Color Pink is Bad for Breast Cancer

Gender Cue ResearchA new research area around gender cues and its impact on awareness and fundraising efforts is just getting off the ground according to Dr. Stefano Puntoni, an Associate Professor of Marketing Management at the Rotterdam School of Management, in an interview conducted by Harvard Business Review.

“[Gender que research] is quite new…Over the past 10 years, researchers have put more effort into thinking about consumer welfare. What can we we do as researchers to help consumers make better decisions?” Dr. Puntoni said. “How can we effect change in areas like overeating and disease prevention? This is part of that. We could go more general with gender cue research, but breast cancer is such an important disease that I want to study this more on its own.”

Dr. Puntoni is talking about the findings from 10 different experiments over the past three years that suggest gender cues (such as the color pink) may be counter-productive to campaigns against women’s diseases, such as breast cancer awareness and fundraising efforts. The main insight from the research found that when women saw branding that included gender cues (like the color pink), the branding and ads were less effective. Why? Possibly because the subconscious goes into a state of denial, causing women to:

  • Think they are less likely be at risk
  • Say they are less likely to donate in reaction to a breast or ovarian cancer advertisement

The infographic below created by One to One Global highlights more of the Dr. Puntoni’s research:

Gender Cue Research

Komen Responds

A spokeswomen for Susan G. Komen responded to the research in Ad Age saying that: “The research is food for thought but pink has worked well over the years,” she said. “I would say that in our experience for over 30 years now we’ve been pretty successful using pink. We’ve raised over $2 billion for research and community programs to help people with breast cancer. I don’t want to necessarily discount [the research]. It’s something to look at and consider, but our historic experience has been that we’re doing okay with the pink.”

The AdAge article continues:

Susan G. Komen, who died of breast cancer in 1980, also wore a lot of pink, the spokeswoman said, forming a strong association for her sister Nancy G. Brinker, who later founded Susan G. Komen for the Cure. “It’s not just a random color we selected,” she said. “It actually reflects the connection between the two sisters and the promise that was made.”

Though some have seen success with the color pink specifically, the research around gender cues is “something to consider” for breast cancer and beyond. Just like there’s cause fatigue, perhaps there’s been so much success—that younger generations of women don’t see the risk or the need to donate.

What do you think?

Citation:
Puntoni, S., Sweldens, S. & Tavassoli, N.T. (2011). Gender Identity Salience and Perceived Vulnerability to Breast Cancer. Journal of Marketing Research, 48(June), 413-424.
flickr credit: ILRI

The Right Place at the Right Time

This is my fifth post in the seven-day quest to now raise $2200 to provide not just 7 roofs, but roofs for all 14 Guatemalan families. In these seven days, I’m posting updates, answering your questions and sharing insights gained. This post elaborates on why I chose to focus on Guatemala and #loveroofs. So far, we’ve raised $1590–only $610 more to go! Please consider donating and spread the word.

Have you ever been in the right place at the right time without meaning to be? In a previous trip to Guatemala, my mom was in one of the villages we’ll be visiting. If you visit this village during the day, you will see many children and few adults. Most of the adults are working out in the fields and the children have no where to go and nothing to do. The only food they have are the limes that grow on the trees nearby whose citric acid breaks down their teeth and mouth.

Meeting Asa

While walking in the village, my mom noticed three children walking ahead of her. One of the children, she noticed wasn’t responding to the other two. On a hunch, she started clapping–still no response from the 8-9 year old girl. Catching up with the girls, she realized her hunch was right–that the one girl, whose name is Asa, was deaf.

Pulling out her compact mirror, my mom worked with Asa, making sounds and showing her how to use the mirror to watch herself try to mimic the sound. My mom then had Ana touch my mom’s throat and then touch her own throat to feel the vibration of sound. We later learned that Asa was not only deaf, but was also thought to be mute, as she had never said a word, nor made any sound. Asa was not born deaf and mute–rather she became deaf when her father threw her against the wall when she was a little younger than 3 years old.

Within 15 minutes of working with my mom (who just so happens to have a degree in speech pathology), Asa made her first sound.

Finding Your Voice

On this trip, there is a chance that my mom will get to see Asa again and that I will get to meet her. We hope this happens, as the moment was meaningful for not just Asa, but also for my mom. In March, Asa was seen again in the village and the picture to the right was taken. Do you see what’s written on her shirt? Maybe, someone meant for my mom to be in the right place at the right time.

For those of us who are on Facebook, have a blog or Twitter, we take for granted our ability to have a voice–to express ourselves. Imagine 1) not having that opportunity and on top of that 2) never learning how to communicate not just words, but also sounds.

Let us be thankful, willing and giving.

Can We Do It? 7 Roofs, 7 Families, 7 Days… and 7 Questions

Questions Answered Here--Even Silly OnesMarketing and communications professionals can learn by studying, learning, training and from doing. In the next seven days, I am going to learn by doing and invite you to join me. What exactly do I mean?

In my last post, I shared news about an upcoming trip to Guatemala my mom, my grandma and I are making alongside fellow changemakers. Part of this trip is working to raise funds to provide seven roofs for seven families in seven days, a total of $1100 ($157 per roof).

7 Questions…

Over the next seven days, I also plan to answer seven questions based on things I learn during this process, insights you help me to discover, why I chose CrowdRise over other fudraising platforms, how fundraising relates to social marketing, the role of the free agent and any other items you may be curious about. I hope this seven-day adventure not only raises funds for those who need it–but also helps us grow as professionals.

So Sound Off:  What questions do you have when it comes to fundraising change?

flickr credit: Travelin’ Librarian

Quote of the Week: Impersonal Engagement

This week’s quote comes from Joseph Yoo of Step by Step–a blogger I discovered through Andrew Conrad. Yoo talks about a time when he was in seminary and worked at the Korean United Methodist Church of Greater Washington. In his post, Yoo shares a story with us about a small significant moment that I think is significant still today and outside the walls of the church.

On this particular day, Yoo was helping out with the church’s youth ministry  where the youth would go out to the parks of DC and hand out sandwiches to the less fortunate. On this day though, there were more people than there were sack lunches available and the following interaction occurred:

As the kids were getting in the car, one of the homeless men came up to the passenger window of the van. Thinking he needed a sandwich, the pastor said, “Sorry, we don’t have any more sandwiches. But Jesus loves you.” The man started yelling back, “I know Jesus loves me! But what about you?”

Impersonal Engagement

Yoo goes on to say how the pastor just kept repeating the same thing: Jesus loves you. And the guy kept asking the same thing: Yes, but what about you? until the car drove off. I won’t do it justice, but Yoo goes on to talk about how impersonal things get sometimes–even when you have good intentions. And that sometimes, to truly make a difference and show you care, you have to get engaged and this may mean you have to roll-up your sleeves, get your hands dirty and get involved.

Your Challenge

Does this sound familiar? I find Yoo’s story relevant because in the world of social media–it gets easy to thank someone for a RT. It gets easy to post a photo. It gets easy to give a #followfriday shout out. It gets easy to ask them for feedback or respond to an inquiry. It’s gets easy…and impersonal. So, here’s your challenge:

Take Five Steps Back

  1. Review your communications. Look through your Twitter feed and Facebook postings. Count the number of times you have an authentic interaction with a customer versus the number of promotional postings or generic responses.
  2. Review the conversations you’ve had with customers. Have you taken the conversation to the next level? Did you answer their question?
  3. Talk to outsiders. For example, call local media–not to pitch a story. But just to ask them what they think about your organization or cause.
  4. Know your competition. Look at your competitor’s website, Twitter, Facebook, blog, etc. How are they engaging people? What can you learn from them? What gaps exist?
  5. Get outside your comfort zone. Talk to people that don’t work in your department or function within your organization. Showing people you care inside the organization will build an attitude of caring.

What else? How can we make sure we are authentically engaging people and building relationships?

Like they say: If it were easy, everyone would be doing it. Don’t be everyone. Be unique–this is how you will offer true value to your customers.

flickr credit: Matthew Yaktine

The One Review of the iPad You Must Read

On the social media and tech stream this week, we have the iPad. Despite my thoughts on how the name “iPad” was determined, the iPad draws one’s curiosity.

I don’t have an iPad nor have I seen one in person, but Jeff Jarvis’ review captures two of the bigger implications of this new technology that deserve your attention.

  • Web sites vs. Apps
  • Content Consuming vs. Content Creating

I’m not going to repeat all that Jarvis says in his review–I’ll let you read his words directly as his points are worth your time and consideration. Instead, I’ll add in my own comments.

On Web sites vs. Apps: As mobile marketing continues to grow and evolve across the board (fyi: Mobile Health Conference coming up in May), this will become an ever-greater question. Not just in terms of execution and strategy, but also in terms of analytics. Many organizations are just now getting a grasp on their Web site analytics and how the data can offer insight and direction regarding an organization’s overall mission and objectives. The next phase many are working to figure out–is how to measure and assess not just a Web site–but a Web presence. The division between a site-based Web and an app-based Web will throw in another element into the analytics puzzle.

On Content Consuming vs. Content Creating: I may not have an iPad, but I do have the Barnes and Noble Nook. I love my Nook, but I want to do so much more with it. Barnes and Noble, if you’re reading this, please borrow a page from Netflix. So, I understand Jarvis’ point. As a consumer, there are times when I appreciate that my Nook is an ereader–nothing else. But there are times–where I want more. With the ipad, you have some degree of more–but not everything. Like Jarvis said, you don’t even have a camera (which seemed odd to me when the iPad launched). I think there is a need for balance. I don’t want another mini computer that I can connect to my email and social networks. I also don’t want another phone or a super machine. What I do want–is a relaxing user environment where I have the option to create, share and consume at my leisure on my terms. But then again, maybe I’m not the audience for the iPad. Maybe there are those that just want to consume–and not create or distribute.

Thoughts on Publishing and Content: I find this conversation interesting not because of the Web vs. App conversation or the hardware vs. software talk, but more so because it gets to the heart of publishing and distribution of content. The development of e-readers are changing the world of publishing and how the traditional business-model of journalism operates. Many are hoping, that if done right, it can “save” journalism. But here’s the thing: Journalism does not need saving. Instead, it needs pioneering. Perhaps, the “business-model” of journalism is where the rubber meets the road. This is where we need our innovations…  in my humble opinion.

In general, I agree with Jarvis’ main point about “implications.” How we maneuver down the road of information, communications and consumer-technology, will have implications. This is why, as consumers, it is important for us to know that our choices–where we spend our money, how we relate to information, how we choose to communicate, the type of content we consume and the type of content we produce–carries implications.

Your thoughts needed: Are the iPad, e-readers and tablets the best we can do?

*****

This post was originally going to be the quote of the week–but I couldn’t choose just one sentence to highlight as Jarvis’ whole article stretches one’s thinking.

The Social Round-Up

You all seemed to like this last time, so here we go again. I want to make sure I provide the best links for you–links that I feel deserve your time and attention. So, this won’t be every week. It may be every other week…or every month.

Onward.

******

Social Change

  • Stories of Change–20/20 Predictions: For Ashoka.org’s third Stories of Change eBook series, Ashoka asked its social entrepreneurs to think about what the world would look like in 2020. And to follow-up that question, Ashoka asked them what each would do in the next year to move us closer to their vision.
  • A Wiki of Experts: The WeAreMedia project put together this “Expertise Map,” offering a long list of people who are passionate about doing good. If you are looking to connect with good people, this could be a good starting point.
  • The Other City: This film sets out to explore DC–the other side of DC, the side with an HIV/AIDS rate equal to Africa. If you are in DC, be on the lookout as I’m thinking we should get a group together to go to the screening once its announced.

Social Marketing

  • The Dragons of Behavior Change: If you read my “Awareness Fever” post, then you will want to read Craig Lefebvre’s follow-up post. In this post, Craig takes the conversation to the next level. Say, everyone around the table agrees to focus not on awareness–but on behavior outcomes, then what? Enter the land of the dragons. You are going to need to prepped with the right tools, resources and questions to ask. Craig’s post can help get you started on the right foot for the journey.
  • Healthy People and Social Marketing: Mike Newton-Ward share with us the update regarding adding a social marketing objectives to Healthy People 2020 saying, “This is proving to be quite the year for social marketing! Just today I learned that social marketing is in the preliminary Healthy People 2020 Health Objectives for the nation!” This is a big step for social marketing. BIG.
  • MINDSPACE: Influencing Behavior through Public Policy: This document comes out of the UK’s Cabinet Office and the Institute for Government. The fact that this type of report was even written–let alone by such two high profile organizations gives me great hope. The document aims to use behavior change theory to move policy makers to better address some of our worlds greatest problems. The document’s announcement includes the words: “Today’s policy makers are in the business of influencing behavior.” If only more people not only realized that–but were equipped with the rights tools–social marketing–to make an impact. Caveat:  I just found the resource and printed it out for myself, so I can’t yet speak to it in its entirety–but a huge thanks to Craig for his post that brought this resource to my attention.
  • Journal of Social Marketing: Until now, the only social marketing journal was the Social Marketing Quarterly. In 2011, this will no longer be true as the first issue of the Journal of Social Marketing will be published. Currently, the journal is recruiting work for publication.

Social Media and Communications

  • Twitter Your Own Adventure: Remember those “Choose Your Own Adventure” books? Welcome to the Twitter edition. I share this because as the use of social media becomes more sophisticated–storytelling is becoming ever more crucial. How can you be creative in how you tell a story?
  • Open for Business–The Google Apps Marketplace: With over 2M businesses having used Google applications over the last three years, Google has recently announced its Google Apps Marketplace. The marketplate is a “new online store for integrated business applications. The Google Apps Marketplace allows Google Apps customers to easily discover, deploy and manage cloud applications that integrate with Google Apps.” Already, more than 50 companies are now selling their business applications within the marketplace. This is a big development that we will be sure to watch as App stores similiar to Apple’s and Apps.gov continue to emerge and evolve.
  • 10 Steps for Optimizing the Brand for Social Search: Brian Solis provides a jam-packed post full of helpful information and next steps.
  • Top 10 Best Practices for Federal Government Web Sites from USA.gov: Whether you are a newbie or a veteran, this site offers something for everyone. If not this Web page, all of Webcontent.gov is a great resource and helpful guide.

What about you? What good info have you read lately? Please provide the link in the comments so we can all check it out. Also–if you’re in love with your Google Reader like me, here’s my public profile. Let’s connect.

flickr credit: Benimoto

Quote of the Week: Failure Happens (and One Way to Avoid It)

This is not a boggy-too sad to read post. This post is about failure, yes, but it’s also about what can be learned from it. This week’s quote comes from Sarah Ragsdale over at the Walking the Path blog:

“Failure happens.”

However, Sarah doesn’t mope and pity in the eye of failure–instead she offers insights into why failure happens based on the text Marketing in Public Health. Sarah reviews four types of common failures when it comes to communications interventions:

  1. Strategy failures occur when external barriers exist in the community that cannot be overcome by communication messages. For example, a condom usage campaign may be very effective in raising awareness, but if condoms are not available in the community, the campaign is moot.
  2. Execution failures are the result of poorly constructed messaging or targeting the wrong audience. We must always remember to do our homework and study our audiences.
  3. Measurement failures happen when we planned the communication strategy appropriately and delivered it well, but we had a poor evaluation strategy.
  4. Expectation failure results from overestimating the campaign’s impact in the community. Change occurred but not to the level stakeholder’s expected.

I would like to call your attention to reason number 3–measurement and evaluation. Why? Because this can be one of the easiest to avoid and is also one of the most important elements in any social marketing campaign. Think about a project that you are currently working on–do you have an evaluation strategy for your communications? If not, some resources you may find helpful are provided below:

If you do have an evaluation strategy, I want to also challenge you and ask you two questions: What are you evaluating and why are evaluating it? Often, by asking these questions, you can avoid some of the other failure pit stops that Sarah mentioned. I know our team internally are asking ourselves these very questions on some great projects we are brewing up–and I look forward to continued thoughts from the team and from you. Because when it comes to “success” in social marketing, my head automatically thinks of desired behaviors, behavioral objectives and behavioral outcomes–what does your mind think of?

flickr credit: fireflythegreat

Questions to Prevent Awareness Fever

They know about us, who cares if they don’t buy? Would any company ever say this?? Hey, we spent $5M, and made $1M–but at least more people know about us–look at all the awareness we got. No, they would not. Better phrased, they would not be satisfied with that answer. They’d want more information. They’d look at the whole product cycle–from development, to placement, to price, to promotion and beyond.

So, why, fellow health marketing and do-gooders do we settle with “awareness-building?” To be frank, every time I’m in a meeting and I hear the word awareness, my skin crawls. Awareness is great–but there’s a time and place for it. I’m aware of Ritz crackers, but I buy Wheat Thins. I’m aware of Powerade, but I buy Gatorade. There are times I might know about your cause–but I won’t donate. Other times I might know you need help, but I won’t volunteer. I know exercise is healthy, yet I’m still sitting here typing this blog post. There is a reason to these behaviors and decisions. There are motivations, barriers, incentives, costs, and more.

If our friends in the private sector won’t settle, we shouldn’t either. Thus, in the comments, let’s suggest questions to ask when awareness fever strikes our next meeting. Ready, Set, Go.

Questions to Prevent Awareness Fever

  1. How do we turn awareness into action? submitted by Holly Grande
  2. How do we measure awareness? submitted by Holly Grande
  3. What does awareness mean for the campaign? submitted by Holly Grande
  4. So, what do we want people to do with all that awareness? submitted by Mike Newton-Ward
  5. Why do you want to increase awareness in the first place? submitted by Steve Radick
  6. Why does the general public need to know what your division/branch/organization is doing? submitted by Steve Radick
  7. Why should people care? submitted by Steve Radick
  8. When did awareness change anything? submitted by Craig Lefebvre
  9. How can we move people towards action? submitted Fard Johnmar
  10. What are you really offering people that’s new in exchange for the change you want in their routine? submitted by Peter Mitchell
  11. How are you so sure people don’t know this already? submitted by Peter Mitchell
  12. Are people seeking out this kind of information? submitted by Peter Mitchell
  13. Wouldn’t it be better to offer people something they already want? submitted by Peter Mitchell
  14. who is already aware, and what they need in order to move them along to the next stage on the path to taking action? submitted by Nedra Weinreich
  15. Is awareness given, but no action taken? submitted by Christiane Lellig
  16. Is awareness of the sender’s problem necessary for audience to take an intended action? submitted by Christiane Lellig
  17. Once we raise awareness in the room, what ACTIONS are the people in the room going to take in their lives? If we can’t answer the question, START OVER with a new plan. submitted by Mike Domitrz
  18. Your turn. Yes, you–the person nodding their head who’s frustrated with this very same thing. I know you’re out there. (I’ll update this list below with your questions and give you some link love.)

flickr credit: Leo Reynolds

Being Empowered in Government 2.0

The other week I had the honor of chairing the Advanced Learning Institute’s “Social Media and Government” December conference. There were some great presentations, even better discussions and what I was impressed with most–many more sophisticated questions. In government communications, it’s no longer good enough to be the first or to be using social media. More and more, you have to show a return on investment. You have to tie what you are doing to why you are doing it–and focus on what you are trying to accomplish.

When it comes to social media and government, some do not know where to start. Thus, as my keynote at the conference, I presented: Being Empowered–Faces and Places You Need to Know. To me, being empowered is closely related to leadership. We can’t lead our organizations or our colleagues if we aren’t first leading ourselves. Hence, why we must become empowered. Being empowered means two things: being encouraged and being equipped. So, I share my presentation with you here to help you achieve both of those items. The faces will help encourage you and the places will work to better equip you.

Being Empowered

If you have added “faces and places,” please leave them in the comments as we are all always learning.