Report: Analysis and Evaluation of a Social Marketing Campaign

This report offers a critical analysis of a social marketing campaign, specifically the "Your Speed Is Shared" initiative by the New Zealand Transport Agency (NZTA). The analysis begins with an introduction to social marketing and its objectives, followed by a detailed discussion of the campaign's target audience (male drivers aged 35-60) and its objectives of changing driver mindsets towards speed. The report explores motivational factors, such as positive reinforcements and technological advancements, and barriers, including personality traits and perceptions, that influence drivers' behavior. It further examines the impact of positive and negative message framing on behavior change, highlighting their respective advantages and disadvantages. Finally, the report assesses potential campaign evaluation measures and their strengths and limitations. The report concludes by summarizing key findings and insights related to social marketing campaign development and evaluation.

Advance Social Marketing

Table of Contents
1.0. INTRODUCTION....................................................................................................................1
2.0. DISCUSSION...........................................................................................................................2
2.1. Advertising 'Hierarchy of Effects'...................................................................................2
2.2. Message Framing.............................................................................................................5
2.3. Campaign Evaluation Measures......................................................................................6
2.4. Future Stages...................................................................................................................9
3.0. CONCLUSION.......................................................................................................................13
4.0. REFERENCES.......................................................................................................................14
5.0. APPENDICES........................................................................................................................16
5.1. Appendix 1....................................................................................................................16
5.2. Appendix 2....................................................................................................................16

1.0. INTRODUCTION
Social Marketing refers to the actions and procedures adopted by marketers to attain
“social good” (Basil, Burton & Nesbit, 2015). A prime agenda of this type of marketing is
ensuring that positive individual health and well-being is promoted through its activities and
initiatives. Furthermore, it is quite a different marketing discipline than traditional marketing,
efforts of which are focused upon influencing certain sorts of behaviours which are directed
towards improving health, prevention of injuries, contributing to communities as well as
protecting the environment (Lee & Kotler, 2015).
The assessment below is based on critical analysis of social marketing campaign
development and evaluation. For this purpose, I have chosen the “Your Speed Is Shared”
campaign which was conducted by the New Zealand Transport Agency (NZTA, 2019). The
assessment covers analysis of the target audience for the campaign and its desired objectives.
Several barriers and motivational factors to adopt a desired behaviour are identified. Pros and
cons of positive, as well as negative, message framing is also discussed. Finally, the report
highlights several potential campaign evaluation measures that are associated with the campaign,
along with evaluation of their strengths and limitations.

2.0. DISCUSSION
2.1. Advertising 'Hierarchy of Effects'
2.1.1. Target Audience
The New Zealand Transport Agency recently launched an advertising campaign titled
“Your Speed Is Shared.” This campaign targets individuals believe in having control over their
own speed while driving, without realising the risk and safety issues they expose themselves as
well as fellow passengers to. More specifically, the target audience is male drivers aged 35-60
years, who habitually drive at a fast speed and are inclined towards maintaining this habit
(NZTA, 2019). The reason for this is that they are quite confident about their capabilities and
driving skills, which, according to them, would keep them protected from any misunderstanding.
Moreover, the target audience for this campaign perceive no risk in driving fast. Furthermore,
another cause of concern for the target audience is related to their perception towards speed and
stubborn mindset related to having full control over their speed.
2.1.2. Objective of the Campaign
As per the agency's information, almost 12 individuals per week are either injured, or
killed due to speed-related accidents within New Zealand (NZTA, 2019). Moreover, there is a
perceived belief that speed is not the cause for accidents, which enhances the risk of more of
such mishaps.
The purpose of this campaign is to change drivers’ mindsets regarding speed, through
bringing positive changes within their attitudes and taking a safe system approach towards
human fragility. It also seeks to reduce road-rule violations and encourage compliance with the
road safety standards. To achieve this, the approach of the campaign is to use passengers as the
medium to deliver messages to the target audience.
2.1.3. Motivational Factors in Adopting Desired Behaviour
There are several appropriate factors which could motivate a certain kind of behaviour
within an individual. Furthermore, adopting a certain behaviour requires aspects and factors
which ensure that the target audience for the campaign could get inclined towards adopting a
positive behaviour towards their actions.
As per Vance (2017), several factors motivate drivers in context with following the
norms of safe driving and indulging in better practices. For example, organisations hiring drivers

must appropriately and essentially develop a culture of promoting safety practices within the
company, by providing training to drivers. This would help in bringing in positive change
towards the mindset of drivers in relation to following safe driving practices.
In addition, providing drivers with appropriate education would help them redirect their
point of view that the speed is shared and could not be owned up by a single individual. This
could be an essential aspect in terms of inducing positive attitude towards adoption of safe
driving practice.
Moreover, another aspect which is positively associated with the behaviour of interest is
acquisition of feedback. This would help in getting their viewpoints on their perceptions,
viewpoints and mindsets, that reveals causes behind a directed behaviour. Moreover, analysis by
the author reveals that positive reinforcements in terms of adopting safe driving practices are one
of the biggest motivating factors for drivers to ensure that they drive slowly and consider safety
of their passengers as utmost priority.
In addition to this, different studies explore, that it is important for an organisation to
develop a culture of safety by positive reinforcements (Vault, 2019). This is because this strategy
supports acknowledgement of efforts and hard work of employees, in relation to safety.
Moreover, it further requires the company to provide additional benefits or rewards to such
employees, which would contribute in development of a safety culture.
Moreover, according to Together for Safe Roads (2017), technology too has a very
prominent role to play in motivating drivers to consider safety while driving. Technologies such
as Artificial Intelligence and Automation, for example, scan the environment while the car is in
motion, detect areas of risks, and guide drivers to slow down accordingly.
However, as per the motivational factors are concerned, the approach used by the
campaign is directed towards communicating passenger's views in terms of speed and sharing the
same with individuals in the target market. Thus, communication is yet another appropriate and
effective method which would help to broaden the mindset of drivers. Moreover, it would allow
them to consider that even passengers and other vehicles on the road have the right and control
over the speed which the driver must adopt. Creating a scenario with experiences of a passenger
would encourage target audience in driving safely and slowly, hence, undergoing all the
measures to avoid any sort of harm or injury to the patients.
2.1.4. Barriers in Adopting Desired Behaviour

In contrast with the above factors, there are several other factors which could be a barrier
for the target audience to adopt the behaviour which is being implied and induced by the
campaign. These are relatively stronger aspects that restrict an individual from adopting a
specific behaviour.
According to (Scott-Parker, Goode and Salmon, 2015), there are certain factors which are
strong barriers and intervention towards healthy and safe driving practices. Their analysis within
the rising road accidents delivered several factors enhances stubbornness in changing one's
mindset. The very first aspect is an individual's personality. It is very difficult to persuade a
drivers having a dogmatic personality to slow down their driving. This means that risk taking is
one of the most prime aspects which is evident within their personality. It is hence, one of the
biggest barriers in terms of adopting safe driving practices.
Moreover, as per their research, another barrier is related to their perception. This trait is
composed of several attitudes and belief systems which a person strongly believes in. As per the
information presented within their analysis, drivers, who usually drive in a fast pace, are keen to
develop perception associated with their driving and handling skills, that they could not
experience any harm from their actions as there is a strong perception amongst them of having
full control of the vehicle as well as the surrounding environment. Such strong perception could
likely be a barrier as it could get very difficult for campaigns and agencies to change their notion
of belief among their capabilities.
According to Hollnagel (2016), social factors such as lack of education, absence of peers
and inappropriate education could also lead to barrier for safe driving practices within
individuals who tend to drive fast. For instance, one must be educated to appropriately
understand the consequences of speedy driving. Absence of the same within drivers could be a
restriction to induce an appropriate behaviour. In addition, absence of peers could be another
strong barrier for drivers to adopt positive behaviour towards road safety. This is because they
don't perceive the situation from an emotional angle, which could induce more recklessness in
their behaviour.
2.2. Message Framing
According to Chang, Zhang and Xie (2015), Message Framing refers to the approach
which is appropriately used in order to construct communication as well as information. The
agenda of this activity is towards instilling a certain motivation within an individual or a group.

Campaign messages are effective tools in promoting change in behaviour. However, message
framing is one driving force which could actually help in perception changes within individuals.
Positive Message Framing is one of those approaches which is directed towards
appropriately changing the mindset of an individual by instilling and inducing positive emotions.
On the other hand, negative message framing is based on constricting a behaviour which could
lead an individual to an undesirable circumstance. The latter uses negative emotions in order to
lead others in avoiding behaviours that could put their, as well as others' safety into jeopardy.
According to Wansink and Pope (2014), there are several advantages of using positive
message framing over negative one. One such example is that it helps to lure people towards
adopting a certain behaviour due to its nature of being gain-oriented. This works on the notion,
that if individuals are either rewarded or educated about positive outcomes for a specific
behaviour, they would likely adopt the same effectively.
In addition to this, positive message framing such as involving peers in advertisements in
campaigns like “Your Speed is Shared”, could help transforming mindset of individuals within
the targeted audience through positive emotions of having someone who's waiting for them.
However, there are several negative points associated with the same as well. For instance,
positive message framing is only effective in those individuals which are “reward- oriented”.
Thus, in case an individual is not inclined towards gaining a positive outcome, this approach
would thus fail, due to their perceived emotion of conducting the right type of behaviour.
However, as per the analysis of Van’t Riet and et. al. (2014), the amount of risk which is
perceived plays an effective role in message framing. With positive messages, marketing
campaigns fail to act in terms of informing about the consequences and risks associated with a
certain sort of behaviour. Thus, as per their analysis, the extent of negative message framing
depends on the activity or behaviour adopted by an individual. Moreover, one major advantage
of using this method against positive message framing is that it allows the campaigns to inform
about the risks associated with the perception and belief system of the target audience, just like
the one in “Your Speed Is Shared”. However, there are certain cons that are related to negative
message framing as well. For instance, taking extreme measures while advertising might
demotivate an individual from performing a certain activity altogether, for example, driving.
Moreover, this approach is limited to only those individuals who are “punishment sensitive” or
who fear a negative outcome. However, where perception plays a strong role in motivating

someone towards their negative behaviour, this approach might not work effectively due to these
people having a belief of not extreme outcome of their actions.
In context with the “Your Speed is Shared” Campaign, it uses negative framing. The firm
is doing so through a range of different advertisements involving passengers in order to instil
fear amongst the drivers of what their actions might cause. Moreover, another way through
which they enforce negative message framing is by showing the actual feelings of passengers
when car is driven faster than it is required. Through this approach, the campaign is planning at
promoting fear of outcomes associated with behaviour of drivers. Moreover, they are also
communicating the message that drivers are not the sole owners of speed, rather they share the
speed with passenger, other vehicles on the road, as well as outside environment.
In terms of effectiveness, the campaign adopts a new approach, wherein perception of
customers are included in order to promote safe driving practices. Thus, with this method,
reinforcements are directed towards changing of mindset of drivers through enlightening them
about experiences of fellow passengers. However, the tone of the message delivered is quite
severe, and consequences of over speeding are being focused upon. This would provide the
drivers with information, which they might be ignoring up till now. However, the message
framing is not strong enough to instil fear within drivers. This is because the tone of message
framing is not direct within the advertisements. Moreover, there is a bit ambiguity in messages,
which might be perceived in a different manner. All these aspects enhance the ineffectiveness
within the marketing campaign which must be modified in order to achieve better results.
2.3. Campaign Evaluation Measures
After development and implementation of campaigns, there is a need for effective and
essential evaluation of the same, which would measure the effectiveness of the campaign at
several stages of its implementation. In addition to this, this would also ensure a regular
monitoring of the implementation of campaign, which would highlight certain issues to be
modified in case the plan does not work as per the expectations.
According to Skulme & Praude (2015), surveys are one of the most effective measures
that are associated with evaluating the marketing campaigns effectively. This could appropriately
be used to gain a detailed perception of drivers in context with the overall campaign. In addition
to this, one of the major aspects associated with surveys is that it could track a lot of people at
once, and hence, perception of huge number of drivers could be acquired using this method. A

Survey in context with the campaign is constructed appropriately in order to evaluate he
effectiveness of “Your Speed Is Shared” (Refer to Appendix 1).
As per DeFranzo (2012), one of the major advantages of using surveys as a method to
acquire drivers' feedbacks to evaluate the campaign is that, it is quite easy to organise.
Furthermore, another effective advantage associated with the same is that it would help in
gaining detailed descriptions about effectiveness of the campaign. As an example, drivers'
responses in context with the event and whether and how it changed their behaviour was
appropriately acquired using a survey. Thus, this effectively satisfies the agenda of the campaign,
i.e., changing the behaviour of drivers towards their driving habits. This would further assist in a
better and effective evaluation of the social marketing campaign. As an example, the result of the
survey effectively conveyed that 75% of the drivers were impacted heavily by the event,
whereas, 20% had a substantial amount of impact. Moreover, there were almost 80% positive
responses when asked about changes in behaviour and perception. However, there are several
disadvantages of using surveys as a method for evaluation. For instance, it is very difficult to
persuade individuals and encourage them of providing their feedbacks. In addition to this, due to
subjectivity, it might get difficult to evaluate the campaigns as each candidate would be giving a
different answer to similar question, which would enhance ambiguity. Furthermore, there are
chances of some questions remained unanswered, that would further enhance unclear
assumptions.
According to (Anastasia, 2015), one prominent method of evaluating the campaign is
through using databases like Google Analytics. It allows the marketers to evaluate their
campaigns using different segments and comparison tools, which allows them to segregate
several factors that are required to be modified to enhance the effectiveness. In addition, this tool
appropriately researches the overall digital market, through which it allows marketers to have
effective and accurate results. One of the major advantages related with this method is that
evaluation of the campaign could be done on real time basis. As an example, Google Analytics
showed more than 5,000 individuals engaged in social media discussions during the first week of
the campaign. At any point of time, this would allow to gather accurate, relevant and
spontaneous data, which would further allow the marketers to effectively evaluate the
effectiveness of the campaign.

However, as per Bowman (2019), Google Analytics fail wherein a depth analysis is
included, regarding aspects which made the campaign popular, or reasons behind the actions of
target audiences which are related to the social campaign. For instance, the analytics showed
more than 10,000 views on the social media page, however, did not gave accurate data regarding
the elements for which the campaign was in trend. Thus, it would be inducing ambiguity within
the system, along with missing the depth that is required within the analysis, which would hinder
the evaluation of “Your Speed Is Shared Campaign”.
In the viewpoints of Morello (2019), positive feedbacks is a method which is used
evaluate the marketing campaign appropriately. This could be acquired through questionnaires
which is a tool used to gather objective responses from individuals. A sample is utilised in
context with acquiring these responses which are likely to help marketers in evaluating the
campaigns effectively. A sample of 50 customers were considered for the questionnaire (Refer to
Appendix 2). One of the major advantages of using customer feedbacks through questionnaires is
that, it could be quantifiable. For instance, the responses obtained from questionnaire were
highly quantifiable to judge the effectiveness of the campaign. Around 85% of the overall
customers claimed that they witnessed a positive change in the behaviour of their driver in terms
of safety and speed. This would help in evaluating the overall social campaign in numeric terms,
which would enhance the scope of accuracy within the evaluation, as well as, subjective
responses would save time in context with evaluation of results. For example, when asked about
safety, almost 70% responded that the campaign contributed to a great extent in terms of safety
in their rides, whereas, 20% responded that a limited enhancement in terms of speed was
witnessed by them after the ride.
However, according to Debois (2019), there are certain disadvantages associated with the
same. For example, there is a risk that customers give false feedbacks within their responses, just
for the sake of getting away with it. In addition to this, due to objectivity, the motives and agenda
behind their responses might not be appropriately judged due to its nature of limited response.
Furthermore, the answers could be assessed with different perceptions, leading to ambiguity. All
these aspects might construct barricades in evaluating the overall marketing campaign.
Out of all the methods mentioned above, surveys could be effectively used in context
with evaluating “Your Speed Is Shared” campaign. This is because, in comparison with other
methods, it could be used in gaining effective responses from the target audiences, towards

whom the whole campaign has been directed. Moreover, a detailed response could also be
acquired, which would lead to better assessment and hence, effective evaluation.
However, while the evaluation of effectiveness of the overall marketing campaign was
appropriately conducted by the above methods, these are still quite ineffective in analysing the
behaviour of individuals after the campaign. This is because methods like Google analytics and
Questionnaires derive outcomes associated with the campaign, rather than an in-depth analysis.
Thus, it could be appropriately concluded, that the resources used above for evaluation of
the marketing plan were quite ineffective and insufficient in appropriately carving out the
evaluation of changes in behaviour of associated individuals for which the campaign was
conducted.
Hence, it is required that several improvements which are required to be adopted by the
marketers in relation to ensuring betterment in the evaluation of campaign. For instance, they
must undertake behavioural analysis through benchmarking or making the same as a Key
Performance Indicator (KPI), which would help the firm in acquiring the exact change in
behaviour of individuals based on several factors and milestones. Another aspect is through
interviewing the target audiences after the interview, which would showcase effective and
essential changes in their behaviour and analyse whether the campaign was effective or not.
2.4. Future Stages
There is need that future suggestions are included in road safety campaign to influence
behaviours of drivers. Agency should include different strategies so that campaign is effective in
informing drivers that their speed is dangerous for passengers which can cause serious injurious
and even death. Here are some strategies that agency can apply in campaigns:
According to Hoekstra, & Wegman, (2011), one approach is Fear Appeal, which lay
emphasis on belief of 'Scare People Straight' with the idea behind that drivers will accept
message. In this seminar will be conducted from same occupational personnel who are seriously
injured or handicapped due to fast driving. Individuals coming on stage and confessing about
real life examples. The ultimate goal is to create positive impact on behaviour with this strict
strategy. This will target the idea that when people are scared they take messages more seriously
which changes their respective behaviour. The effectiveness of this approach can be measured by
behaviours of drivers after the campaign. The scientific approach behind this strategy is that fear
results in promising positive outcomes in terms of susceptibility, acceptance of message and

perceived behaviour. This lay emphasis on Perceived Self-Efficacy that defines that individuals
prevent to do that activities which are portrayed in the message of fear appeal. This also arose
feeling of Perceived threat in which drivers will think that they are in danger due to
consequences of their own actions. For this, drivers have to feel that message which is portrayed
in fear appeal have harmful effects and this can be minimised by taking corrective actions the
ultimate goal is achieved. Fear appeal is more effective in case of individuals who are in late 40s,
50s or 60s as they take dangerous situations more seriously. The only approach that fear appeal
is 'if they are scared, they will change' and this will lead to positive outcome by changes in
beliefs, attitudes and perceptions of drivers. Individuals speaking about their life stories can
create fear in the minds of other as they can really feel the respective consequences of actions.
The ultimate objective if this strategy is to create fear in mind of others and change their attitude.
Another strategy is Controlling Automaticity of behaviour. The perception of becoming
an expert after certain amount of experience or practise leads to paying less attention to
consequences. This is not fear appeal but controlling behaviour so that drivers make conscious
decisions before speeding up their vehicles. This attitude does not come because they are not
informed, or they do not know about the traffic safety rules but due to possible positive results in
speed driving. This behaviour is deliberate processes of beliefs that nothing had happened in past
while driving fast so nothing will happen in future. There is need that this careless behaviour
should be targeted by informing them about the consequences of speed driving. This can be done
by peer advertisements will involve their peer members that will have emotional impact on the
mind of drivers so that they think rationally before putting vehicle on speed. This advertisement
will contain messages of individuals from their same age group and appealing to drive safe so
that their families are secure. This will emphasis more on emotional aspects in creating impact
on their careless behaviour so that some positive changes can be seen. These ads will be on
radio, television, print media and other social platforms which cover wide audience. In this close
relatives like mother, daughter, son or wife so that impact is powerful enough to change their
behaviour. This strategy is essential to divert behaviour of drivers in stimulation process
whenever they speed up their vehicles so that there are no accidents. This is traditional
promotional tool with emotional aspects to have strong impact on minds, behaviour, beliefs and
attitudes of drivers. The main objective is to have emotional connections showed in advertising