Changing Behaviors Through Social Marketing: Wisconsin DOJ Sends a DOSE OF REALITY

DOR_logo_tagIn the words of Attorney General Brad Schimel, prescription opiate abuse is now a “public health crisis” in Wisconsin. Deaths and hospitalizations from overdoses are increasing, and four out of five heroin addicts start by abusing prescription painkillers. That’s why Schimel ordered the development and implementation of a statewide Prescription Opiate Abuse Prevention, Education, and Awareness Campaign to address the issue and stop its spread in Wisconsin. The strategy for the new DOSE OF REALITY – Prevent Prescription Painkiller Abuse in Wisconsin campaign is social marketing. According to Kotler and Andreasen, “social marketing seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society.”

So, how do you build a statewide campaign aimed at changing habits and behaviors, include the many stakeholders involved and do it on a budget-conscious basis? Anne Schwartz, Director of Communications & Public Affairs, Wisconsin Department of Justice will lead a discussion on the genesis of this campaign and its impact so far. Laura Monagle, APR, Vice President of Client Services and Public Relations at AFFIRM will provide insight into the planning and research.

You’ll learn:

* What social marketing is, when to use it and how it works

* How to build a coalition around a topic with many stakeholders

* What you need to do to uncover your target audience’s barriers or motivations to the change

* The measures of success.

Anne Schwartz A 4_ppAnne E. Schwartz was appointed Director of Communications and Public Affairs for the Wisconsin Department of Justice by Attorney General Brad Schimel in Januar y 2015. She is responsible for developing and implementing strategic communications for DOJ. Additionally, she provides training for law enforcement nationwide through the Wisconsin DOJ.

Schwartz is an award-winning 26-year veteran print and broadcast journalist, author, and a nationally recognized trainer on the subject of strategic communication and public relations for emergency management and public safety professionals.

She joined Wisconsin DOJ following 8 years at the Milwaukee Police Department (MPD), where she developed and commanded the department’s Office of Media & Communications. She advised the MPD on the effects of its policies and procedures on the public; developed long-term strategies for working with the media; promoted MPD’s community affairs functions; and managed crisis and emergency response for regional law enforcement. Schwartz also hosted “CrimeLine” for Time Warner Cable Television, a show she created and co-produced.

Schwartz received a 2013 Webby Award in the Government category. Under her leadership, her team created and developed MPD’s website – a game-changer and best practice in how public safety agencies communicate with their constituencies. The campaign has been adapted by law enforcement nationwide..

In 1991, as a reporter for the former Milwaukee Journal (now the Milwaukee Journal Sentinel), she broke the story of Milwaukee serial killer Jeffrey Dahmer and later wrote a book on the case, “The Man Who Could Not Kill Enough:  The Story of Milwaukee’s Jeffrey Dahmer.” The reporting team was nominated for a Pulitzer Prize.

laura monagleAs VP of client services and PR at AFFIRM, Laura Monagle, APR, and is responsible for leading the way on strategies like public relations, social media, compelling content and mobile marketing. Client experience includes ManpowerGroup, Johnson Controls, Orange Glo International, Godfrey & Kahn, the Business Health Care Group and The Fireside Theatre. Laura is a past president of the Southeast Wisconsin PRSA Chapter, has co-chaired the Milwaukee Press Club’s annual City of Milwaukee Birthday Party, and supported community service for the United Performing Arts Fund, Boulevard Ensemble Studio Theater, Sojourner Truth House, March of Dimes and the MACC Fund.

Coming to the February meeting? We’ll be collecting disposable razors, lip balm and mini-Kleenex packs to donate to Repairers of the Breach Homeless Day Shelter as part of our ongoing community service project with them.



Breaded Sicilian Style Chicken Breast, Angel Hair Pasta with Butter and Garlic, Steamed Broccoli Spears, Diced Bell Peppers

Vegetarian Option:

Cheese Ravioli, Steamed Broccoli Spears, Diced Bell Peppers, Green Beans Almondine


When: Feb. 17, 2016

Time: 11:30 networking/registration, 12-1:30 luncheon

Where: Italian Community Center, 631 E. Chicago Street (free parking in back)


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