Page 103 - Social Marketing for Public Health Global Trends and Success Stories

57977_CH03_final.qxd:Cheng 11/6/09 11:34 AM Page 76

76 CHAPTER 3 ■ Saskatchewan in Motion

B U D G ET AN D TI M E FR AM E

The budget for the first three years (April 2003–March 2006) was CAN$2 mil-
lion per year:

• Advertising and promotion: CAN$800,000.
• Community grants: CAN$700,000.
• Resource development and training: CAN$300,000.
• Targeted strategies: CAN$100,000.
• Research: CAN$100,000.

The budget for the next two years (April 2006–March 2008) was CAN$1.6
million per year:
• Mobilizing communities (training, resources, grants): CAN$700,000.
• Raising awareness (advertising and communications): CAN$600,000.
• Building partnerships: CAN$125,000.
• Research: CAN$175,000.

In addition to the preceding resources, the following investments were
made:

• The University of Saskatchewan, a SIM research partner, has invested
several million dollars in research projects funded both internally and by
national research partners.
• Saskatchewan media have invested, on average, CAN$6 for every dollar
spent on advertising. From April 2003 to March 2008, approximately
CAN$2.3 million was spent, with media values estimated to be more
than CAN$13.8 million.
• SIM strategic partners have invested close to CAN$300,000 per year in
in-kind contributions.
• Efforts are in place to measure the significant investments made at the
community level and in various settings.

EVAL UATI O N

The process evaluation for SIM was conducted at the conclusion of the initial
three-year phase (March 2006) by an independent firm (Meyers Norris Penny,
2005). Consultations during the process evaluation led to the following conclu-
sions and lessons learned: