In a study in social marketing by Rothschild (1999) we learn about changing problem behaviour through the use of carrots (marketing), sticks (law) and promises (education). Rothschild bases this approach on Lindblom’s (1977) theory of social control in political economic systems where he observes that three kinds of social control exist in these environments, persuasion, exchange and authority. To date, campaigns in Australia aimed at the rollout have relied on promises (persuasion, education); essentially reasoned statements explaining benefits. This approach has no immediate reward or punishment and is reliant on voluntary uptake whereby the public is asked to accept the benefits and use their own initiative to act. But to date, there are clearly not large enough numbers seeing the upside of benefits given perceived costs.
If promises aren’t working, then we need to look at carrots (exchange, marketing). This reflects the reinforcement of voluntary behaviour using incentives or consequences. This includes improving the cost benefit relationship, placing greater value on space and time, and delivering comparative advantage to make the choice to get vaccinated more attractive. We are seeing the first two of these approaches used in Australia with the improvement of the cost benefit relationship and the placement of greater emphasis on the value of people’s time by opening larger more easily accessible vaccination centres and booking systems. However, we are yet to see any attempts to deliver on comparative advantage – why would spending our time getting vaccinated be appealing beyond the promise of safety from the virus? This is the bread and butter of marketing and we are seeing this tactic being used abroad. For instance, Anheuser-Busch last week launched a promotional campaign indicating that it will “buy Americans 21+ a round of beer” once the Biden administration’s 70% vaccination goal is reached in the “Month of Action” recently announced. Further, in Ohio, the first winner of Ohio's 'Vax-a-Million' COVID-19 lottery was announced receiving AU $1.29 million. These may seem like trivial incentives, but they appear to be working.
"The Marlboro Man was invented to get men to smoke “Mild as May” an underperforming light cigarette- you smoke these boys and you’re a man." Reuters Photographer
It needn’t be money or gifts provided, it may be social and individual identity that is received. The Marlboro Man was invented to get men to smoke “Mild as May” an underperforming light cigarette- you smoke these boys and you’re a man. The gambling industry has reframed having a punt as a rite of passage into adulthood, something social, something to do with your mates. Alcohol with the name “Chick beer” and “Mummy’s time out” is designed to encourage women to drink more. Coke Zero and all of it machismo imagery, was developed because men weren’t prepared to drink diet cola.
To date there has been a reliance on education with a moral framing around choice and individual right. It may be time for a little targeted and more savvy marketing with the promise of greater good on the horizon. For instance, lotteries, give always, and opinion leaders/cultural ambassadors like Lisa Wilkinson, Warnie, Kylie, Dusty Martin, Kathy Freeman, Sam Kerr, Walid Ali, Dame Edna, Ray Martin, telling us we’re a bit like them if we get the jab.
Jacinda Ardern, when interviewed on CNN last week, said "I literally felt like we were preparing New Zealanders for war”. One wonders if this needs to be a framing in Australia. Why not liken getting vaccinated to taking a risk for your country’s safety, for current and future generations? Is it time to make those ANZAC parallels, pull at those heart strings, tap into the national psyche of what it means to be an Australian?
Rothschild’s last recommendation is the stick (authority, law). Only needed where behaviour simply cannot be changed. In recent weeks we have seen this take affect with mandated lockdowns providing the stick that has finally got many Victorian to walk in or book for vaccination. This is not by design nor is it wanted as strategy for a full vaccine rollout.
Author: Professor Simon Pervan
Professor Simon Pervan is Deputy Dean (Research and Innovation), and a Professor of Marketing, in the School of Economics, Finance and Marketing
