Behaviour Change Campaigns
MMResearch is best known for our intuitive and insightful research work in the development of social marketing campaigns, especially those focused on health behaviour change.
Our expertise crosses a range of health behaviours (smoking, tanning, nutrition, physical activity, drinking).
Case Study 1 - Anti-Vaping Campaign 2023–2024
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Cancer Institute NSW was looking to develop a behaviour change campaign, aiming to reduce the proportion of young people aged 14-24 years in NSW taking up or using e-cigarettes.
The overall aim of the research was to explore responses to territories and creative concepts, with the focus of Stage A being on identifying the key messages for the campaign and the focus of Stage B being on identifying the best concept to further develop.
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For this project, we conducted group discussions with teens and young adults aged 14-24, segmented by vaping status.
The developmental research for the campaign was conducted in two stages, including initial territory and message testing, followed by concept testing.
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Our research was used to inform the development of Cancer Institute NSW’s Anti-Vaping Campaign 2023-2024 titled 'Every vape is a hit to your health'. The campaign highlights the health harms and harmful ingredients in vapes, and connects young people to more information about vaping and quit support.
Case Study 2 - Clear the Air
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This project was conducted for the Make Smoking History program of Cancer Council WA, and involved evaluating advertising concepts for a social marketing campaign.
The campaign aims to educate young people about the harms of using vapes, prevent uptake among non-users, and encourage those who do vape to stop.
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For this project, we conducted group discussions and in-depth interviews with young adults and teens aged between 14 and 24.
We assessed each potential campaign concept in relation to aspects of likeability, personal relevance, message take-out, understanding, credibility, call to action, and likely impact on vaping behaviours, to assess the capacity of each concept to achieve the campaign objectives; and to provide guidance for the development of concepts.
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Our research was used by CCWA to develop the campaign, ‘Rotten Fruit’.
You can see the four short videos here.
An interactive campaign website was also developed, which can be found here.
Case Study 3 - The Con that Kills
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This project involved evaluating advertising concepts for a social marketing campaign that aimed to increase smokers’ knowledge of the way cigarettes are manipulated in the manufacturing process; and to create discord between the sensation of inhaling and the knowledge that the cigarette product is damaging to health.
This research is a part of a larger project that is designed to inform the development of corrective information about product attributes that have been determined to be misleading for smokers.
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For this project, we conducted group discussions with Victorian smokers, with the research crossing two stages. The first stage involved an initial evaluation of concepts, and the second stage assessed refined versions of concepts. The research sample included smokers of both Tailor Made and Roll Your Own tobacco.
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Our research was used by Quit Victoria to develop the campaign, ‘The con that kills’.
Case Study 4 - When you go out, don't let cancer in
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SunSmart Victoria was planning the development of a new SunSmart campaign for implementation during the summer of 2023-24. As part of the campaign development process, qualitative research was required to evaluate a range of message territories, with the results of the research informing the creative brief for the campaign.
For this campaign, SunSmart Victoria wished to return to a broad-based population campaign to ultimately effect change in a greater number of Victorians, including those at highest risk of skin cancer due to poor sun protection behaviours.
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We conducted a series of group discussions with men and women aged 20-49, with a mix of skin types, who reported having been burned and/or tanned in the last year.
The objective of the research was to assess advertising concepts in relation to aspects of attention, personal relevance, message take-out, impact on UV protection and any unintended consequence of the concepts among the target audience.
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This research was used by SunSmart Victoria to help develop the advertising campaign titled, ‘When you go out, don’t let cancer in’.
![]Make Smoking History](https://images.squarespace-cdn.com/content/v1/64c9b330ce06346bf3dbbb47/2c60861d-064a-4db4-af09-d7794002be7a/62b3d8a8b03ee501ca51899e_worried-about-you-past-campaign-thumbnail.jpg)
Case Study 5 - Make Smoking History
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This project was conducted for the Make Smoking History program of Cancer Council WA.
The Make Smoking History team were interested in developing a campaign aimed to communicate the serious health risks of smoking as well as encourage and motivate people to stop smoking, whilst increasing the self-efficacy of people who smoke to stop.
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To inform this campaign, our research covered 3 stages: an initial stage of exploratory research to identify potential directions for the campaign, followed by 2 stages of concept testing research, to assess advertising concepts in relation to constructs of Attention, Identification, Communication and Effect.
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This Watch the ad here. was used by the Make Smoking History program to develop the advertising campaign titled, ‘Worried about you’, a highly emotive advertisement that aimed to remind people who smoke about the worry that it causes their loved ones, and to motivate people to quit smoking.
Case Study 6 - Outdoor Workers and UV Protection
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The Cancer Institute NSW wanted to develop a campaign to increase the adoption of sun protection behaviours among outdoor workers in agriculture, construction and local government sectors. The communication objectives of the campaign were to promote awareness and knowledge that outdoor workers are at risk of cancer; that UV radiation is a workplace hazard; and of the effectiveness, benefits and proper use of sun protection within workplaces.
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The project involved a series of group discussions with outdoor workers, and in-depth interviews with managers and employers. The research participants included men who worked in agriculture, construction and local government industries.
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This research was used to inform the development of the ‘Change Your Routine’ campaign. The campaign used a combination of hard-hitting and supportive creative assets, and aimed to increase sun protection behaviours among outdoor workers to reduce their lifetime risk of developing skin cancer. It also urged outdoor workers to change their routine before skin cancer changes it for them by taking sun and UV radiation protection seriously.
Case Study 7 - LiveLighter® Campaign
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The Cancer Council WA wanted to develop a new social marketing campaign for the LiveLighter® program.
The campaign aim is to raise awareness of the serious health risks associated with carrying excess body fat, while urging Western Australians to reduce their risk through specific changes in behaviour.
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We conducted a series of group discussions with people aged 25-49 to explore reactions to a range of draft campaign concepts, assessing each concept in relation to constructs of Attention, Identification, Communication & Effect.
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Based on this research, two campaigns were developed.
The first was The Menu App campaign, which leverages the insight that the growth of delivery apps has made the consumption of junk food easier than ever before. The advertisement reminds consumers of the health risk that comes with carrying excess body fat from eating too much junk, and links cancer imagery with high fat and high sugar menu items, with the message, ‘Don’t treat junk food as everyday food’.
This can be found here.
A separate campaign based on the ‘Reverse’ concept was also launched.
Find that here.