Social Marketing

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Social Marketing
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Basic Definition

• A means to promote a beneficial social change by
  using the basic principles of commercial marketing

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Conglomerate

• Marketing
• Mass Communication
• Instructional Design
• Health Education
• Behavioral Analysis
• Anthropology

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Commercial Marketing

• Product
• Price
• Place
• Promotion

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Commercial Marketing Versus Social Marketing

• Simplicity
• Controversy
• Persuasion
• Target Audience
• Success

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Examples of Social Marketing

• Click it or Ticket seatbelt ads
• National WIC Breastfeeding Promotion Project
• Truth Campaign Anti-smoking

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The Five Steps of the Social Marketing Process
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Audience Analysis

• Research recent programs concerning problem
• Formative Research General information gathering
  on possible target audiences
• Organizational Networking

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Strategy Formation

• Select a specific target audience
• Determine measurable objectives
• Identify tactics activities to facilitate
  change
• Social Marketing Plan!

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Program Development

• Identify primary audience
• Product development
• Prototypes final production

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Implementation

• Careful timing management

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Monitoring Revisions

• Formative Evalutation
• Summative Research

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Case Study

• Every Cigarette is doing you damage

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Phase One January March 2002

• Focus the health effects of smoking and the link
  between smoking and heart disease

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• Video one

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• Video two

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• Television Advertisements including Artery,
  Helpline
• Helpline
• Beermats
• Booklet Stopping Smoking Made Easier
• Information leaflets

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Phase two January to March 2003

• Focus The health effects of smoking and the link
  between smoking and strokes.

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(No Transcript)
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• Television Advertisements including Stroke and
  Helpline
• Radio Annoucements
• Information Leaflets
• Cards and Posters
• Booklet Stopping Smoking Made Easier revised

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Phase Three June 2003

• Focus The health effects of smoking and the link
  between smoking and lung cancer.

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(No Transcript)
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• Television advertisements including Tumor,
  Lung and Helpline
• Radio reruns

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Evaluation

• Pre-campaign survey 1209 people
• Dec 2001 688 smokers and
  recent quitters
• 523 non-smokers
• Post-campaign survey -1206 people
• April 2002 763 smokers
• 523 non smokers

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• Smokers who recognized the campaign
• 58 more likely to quit to 41 no difference
• Recent ex-smokers who recognized the campaign
• 68 said it helped them to stay off to 32 said
  it had no effect
• 3 out of 5 smokers and ex-smokers said the
  campaign encouraged them to stay off to quit.
• Yearly rate increase from 19 to 24 following
  the campaign (20,000 more people attempting to
  quit)

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Any Questions?
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Class Project

• Increasing contraception use and/or abstinence

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• Discuss the ways in which we can hypothetically
  promote the use of contraception and abstinence.