social marketing of change campaigns to bring about a social good

7/28/2019 Social Marketing of Change Campaigns to Bring About a Social Good

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PRODUCT OFFERING

In Social marketing, the product is that which is being sold - the desired behaviour and the

associated benefits of that behaviour. It also includes any tangible objects and services developed to

support and facilitate the target audience’s behaviour change. It is, therefore, as described by

commercial sector markets, a “complex bundle of benefits” that is offered to the market to satisfy

some need (ref 2 page 195 book from google). Figure 1 tabulates this for all three campaigns.

Figure 1. Behaviour change benefits

Drink Driving Smoking Medicine

Desired

Behaviour

Keep BAC below 0.08% if

planning on driving.

Quit smoking Acquire preventative medicine

for seasonal / unsystematicviruses / illnesses

AssociatedBenefits

Avoid serious accidents;avoid car beingimpounded; no car insurance rise; avoid being

pulled over by police

Recent quitters feel goodabout their decision to quit,avoid cancer risks, avoidfitness and health risks

Avoid seasonal flu and other influenzas

TangibleObject

A breathalyzer can be soldover the internet

E-cigarettes, smoking areasare very limited so chancesof exposure can beminimised

Unable to pass on possibleinfluenzas to loved ones, they

benefit from your vaccine too

Service Free taxis on New Year’sEve

Quit-lines, quit-buddies Facts, resource guides

TOTAL PRODUCT CONCEPT

Traditional marketing theory identifies three levels of a product: core product, actual product and

augmented product (page 195 ref 3). This platform is helpful to the social marketing planner in

conceptualizing and designing the product strategy.

A fundamental variant from commercial marketing is that the various benefits a target

audience experiences when performing a behaviour is the core product itself. As a result, the core

product isn’t the behaviours or tangible products and services being promoted. Encircling this is the

actual product - the specified behaviour being promoted - which is inevitably required if a ‘user’

wants to experience the benefits of the core product. Augmented products are the outermost of the

three product levels. Roberto (year) explains that any tangible objects and services being promoted

along with the desired behaviour are augmented, and “they are sometimes exactly what was needed

to provide encouragement, remove barriers, or sustain behaviour”.



Figure 2. T ree product levels for the three social marketing campaigns

Core Product(Benefits)

Actual Product(Behaviour)

Augmented Product(Tangible Objects and Services)

Drink Driving

Prevent injury for self andothers

Don’t drink and drive Free taxi’s on New Year’s Eve

Smoking Longer and healthier life Quit smoking Quit-line

Medicine Prevention from preventablediseases

Immunize children on time Wallet-sized immunization card

PRODUCT LIFECYCLE

Products go through a lifecycle and are classified into certain stages based on their position in the

marketplace. Rather than profitability and sales being the determinants for the positioning of a

product at a particular stage, it is dependent on the effectiveness of the campaign in changing social

behaviours. The marketplace is constantly changing and so program effects must be regular

monitored and management must be prepared to rapidly alter strategies and tactics. This can be

illustrated by a linear process whereby the number of minimised behaviours is proportional to how

many people the campaign has affected. Only when the campaign proves to change or alter social

behaviours can the lifecycle be completed, and a similar lifecycle begins with a new campaign.

DRINK DRIVING CAMPAIGNS

The lifecycle of Anti- drink driving campaigns are similar to that of anti-smoking in the sense that

the effectiveness of the campaign in reducing the prevalence of drink drivers allows the lifecycle to

be completed. The lifecycle is a good indication of the communication hierarchy model. The first

phase is aimed to raise awareness about the dangers and consequences of drink driving. For

example, the Kids absorb your drinking campaign for DrinkWise Australia aimed to raise awareness

amongst parents that their behaviours and attitudes to alcohol are a primary influence to the

following generation. The proceeding phase is the strategy that is employed to provide information

and expert advice to the target audience. The Drink wise Australia campaign informed parents by

expert advice and information from professional medical, psychological and health fields, and

empowered them to be positive role models when it comes to alcohol and drink driving. The New

South Wales "Plan B campaign" was launched in August 2012 and is currently in the growth stage

of its lifecycle where the campaigns effectiveness is yet to be evaluated. The Plan B campaign

heavily relies on digital, cinema and free to air television. Online users can access a range of Plan B

options which include taxi information, transport information and nearby.



SMOKING CAMPAIGNS

Anti- smoking campaigns pass through various stages of growth as a result of their effectiveness in

minimizing the prevalence of adult smoking. When current smokers are effected enough to quit

smoking and when current quitters are comforted with their attempt to quit, chances of relapse is

minimised. Once this occurs, the lifecycle is completed and a new campaign can begin. The

Indigenous Anti Smoking campaign "Break the Chain" was launched on March 28 2011. The

specific aim of this campaign was to contribute to halving the smoking rate for Indigenous

Australians by 2018. This was to be achieved by generating a higher level of salience and personal

relevance of the health impacts of smoking, promoting and supporting quit attempts and helping to

avoid relapse amongst quitters. A face to face survey of respondents was recruited to analyse the

effectiveness of the campaign. Some of the results indicated that 92% of respondents reporter

hearing or seeing smoking- related advertisements in the past six months, 81% stated that the

advertisement related to them and 23% stated that they were getting tired of seeing the ad. 57% of

respondents also indicated they were planning on taking action to quit smoking in the next month.

This campaign has passed through the stages of consumer awareness through to consumers action

to change their behaviours. However, the repetitiveness of ad's has reduced the effectiveness of the

campaign in changing behaviours as respondents get "tired" of seeing or hearing the

advertisements.

PREVENTATIVE MEDICINE CAMPAIGNS

The product lifecycle of preventative vaccines is primarily seasonal due to preventative vaccine

marketing being consequently seasonal. Some on- going preventative medicine undeniably requires

lifecycle similar to the previously mentioned marketing categories, however this report only targets

seasonal medicine. The i- did campaign was launched to encourage women to be receive the

Gardasil vaccination against cervical cancer. In Australia, around 700 women are diagnosed with

cervical cancer each year, with 200 of those who die as a result of the illness. The campaign

allowed around 1.2 million women between the ages of 18 and 26 to receive the gardasil

vaccination free of charge from 2007 to 2009. The results of the campaign showed that it reached

8.7 million australians. Hours of broadcast coverage was shown across major Australian television

and radio networks across the country. Since the HPV program launched, 3.7 million does of

Gardasil have been distributed in Australia and the vaccine uptake was doubled in the first 6 months

of the program. 70% of the women vaccinated recalled seeing television and coverage relating to

the i-did campaign and over 91% stated they would recommend a friend to be receive the

vaccination.



BRANDING

Kotler and Armstrong (1991) define a brand as “a name, term, sign, symbol, or design, or a

combination of these, intended to identify the goods or services of one seller or group of sellers and

to differentiate them from those of competitors”. The aforementioned actual product has additional

components that at this level may include any brand names developed for the behaviour, the

campaigns sponsoring organization, and any endorsements. Additionally, a product’s augmented

level provides opportunities to brand and to ‘tangibilize’ the campaign, creating more attention,

appeal, and memorability for target audiences (Fine).

BRAND EQUITY

If a brand is able influence purchase decisions, it is valuable. This ‘added value’ the brand brings to

the product is known as brand equity (Kotler).

DRINK DRIVING CAMPAIGNS

Anti drink driving promoters have also established a brand that lingers in the thoughts of potential

customers. Slogans that aim to become a part of Australian colloquialisms have shown to be the

most prevalent in drink driving campaigns. For example ‘drink and drive, bloody idiot’ was a

major part of these campaigns and it has slowly been intergrated into Australian slang. Although

campaigns and slogans are markedly different one feature has remained ever-present throughout.

The slogan on these advertisements although differing from ‘drink drive and well nail you’ from

‘drink drive, bloody idiot’ has always appeared in the colors black and yellow at the end of

advertisements on television or on the add in other places. This has been purposely thoughout to

draw an association between drink driving and emergency scenes that are cordoned off with. The

same use of color causes people to assosciate with emergency scenes with thinking about drink

driving. The brand promise made by these groups is that drink driving will kill you and your mates

and you will get caught. The main objective of the advertisements is to play with the emotions of

consumers by making them fearful, scared or insulted.

SMOKING CAMPAIGNS

Although anti-smoking campaigns do not have to compete with opposing brands branding is still

very important so that smoking and the effects of it last with ‘consumers’. Campaigners for the

prevention and cessation of smoking have used individual branding for their two products. The first

smarter than smoking targets teens and encourages them not to smoke. The brand ‘smarter than

smoking’ has remained a brand that teens can associate with but also has a deeper side to it. Smarter



than smokings most recent campaign has focused on addiction and has the slogan ‘start smoking

now and addiction will choose for you’ the advertisements often take place where many teens are

tempted to smoke such as at parties when their friends are smoking. The messages of their latest

campaign are cigarettes are addictive, smoking ruins your future, smoke and you will limit your

chances and you can choose not to start and you will not get addicted. Smarter than smoking aims at

becoming increasing favorable to teens by associating itself with sporting team and events for

example the smarter than smoking state netball league. Smarter than smokings brand promise that if

you don’t smoke you won’t become addicted is very true and therefore is looked upon promisingly

by all age groups. The second approach brand used by marketers to prevent and cease smoking is

the ‘Quitnow’ campaign that aims at motivating current smokers to quit smoking. Two campaigns

methods are used one that focuses on the negatives of smoking such as lung cancer and death.

Advertisements of this nature either feature on cigarette packets, on television or in public. These

advertisements have shown to be very effective with well educated people among uneducated

people these have proved less effective. A second campaign has been established to target people of

lower socioeconomic status that focuses on the health and monetary benefits of quitting smoking.

The slogan for this campaign is “every cigarette you don’t smoke is doing you good’ the

advertisements show a woman with the benefits listed such as saving up to $4000 per year and how

that even stopping for as little as 5 hours can lead to excess nicotine leaving your system. Both of

these separate campaigns both make the brand promise that smoking cessation will improve your

health and will also be better financially. These two separate campaigns one targeted at young

adults and one targeted at current smokers when used in unity target both the prevention of smoking

but also the stopping of smoking once ‘addiction has chosen for you’

PREVENTATIVE MEDICINE CAMPAIGNS

Advertising for seasonal vaccines is only appropriate during certain periods such as flu season or

when a new vaccine is available on the market. The brands created for these products promote the

good sides of these new medical break throughs. These advertisements have messages of self

servicing and caring for man kind. One slogan used to promote the influenza vaccine is “slow down

the spread of influenza, get a shot’ this draws attention to both protecting yourself and others by

stopping the spread both within ourselves and within society. The brand promises for this brand are

that if you have the vaccination you will not contract the disease that is prevented. The brand

equity of the influenza vaccine for children was recently decreased after the brand promise that

children would be alright was broken after children became sick after having the vaccine. This had



a huge effect on the current government as many people believed that it was the governments fault

for this sickness caused and the vaccine had a negative effect.

POSITIONING

A group of buyers who have the willingness, ability and opportunity to purchase a product are

known as a market group. The market targeting stage gives them an understanding of their best

prospective market segments. Companies break the market down into subgroups that have

characteristics that are relatively similar. The consumer market is segmented into four groups being

geographic, demographic, psychographic and behavioural. Geographic includes climate, local

population and market density, demographic includes age, ethnicity and social class, psychographic

includes lifestyle, personality attributes and motives and behavioural includes brand loyalty, price

sensitivity and benefit expectations.

Positioning describes how target markets perceive the organisation’s offer relative to

competing offers. This is how customers distinguish products of the organisation and brands from

competitors when they have many alternative options, (Elliot, Rundle-Thiele & Waller 2012). If a

brand wants to become successful they need have a clear positioning, shown through a creative

name, their overall identity and aspects of the product, behaviour and services they are selling

(Chikezie 2011). Positioning strategies are employed by companies to better target the market.

There are several strategies including product attributes, benefits offered, usage occasion, type of

users, against a competitor, away from competitors and product class (Elliot, Rundle-Thiele &

Waller 2012).

CAMPAIGNS

DRINK DRIVING

Long term benefits offered by the anti drink driving campaigns are the idea that you will not lose

your license and do not get injured or injure other people or property. The users targeted are

majority young males as 17-39 year old males made up 64% of drink drivers involved in fatal

crashes, however both genders and all ages are considered. Not-for-profit organisations like this one

are competing for clients and do so by providing desirable products and client satisfaction while

building long-term relationships.



SMOKING CAMPAIGNS

Long term benefits include health benefits, e.g. not getting lung cancer, and also a change in the

way people view you. Major themes are aimed at potential psychographic types (attributes relating

to personality, values, attitudes, interests, or lifestyles), they also appeal to specific demographic

groups that are the cornerstone of tobacco sales or are ripe for expansion. User occasions include

times when needing to reduce anxiety, desirable occasions, peer pressure (people, places, ideas,

personality characteristics). Not-for-profit organisations like this one are competing for clients and

do so by providing desirable products and client satisfaction while building long-term relationships.

PREVENTATIVE MEDICINE

Benefits offered include not getting the disease, feel less at risk of getting the disease and many

other health benefits. Usage occasions are seasonal e.g. Influenza vaccines. Users are anyone who

think they have a chance of getting the disease or are just getting it as a precautionary measure. Also

school children may get the vaccine as a school policy or offer. Not-for-profit organisations like this

one are competing for clients and do so by providing desirable products and client satisfaction while

building long-term relationships.

COMMUNICATION

Social marketing concentrates on concluding target audiences’ knowledge on and how they feel

about a problem before evolving into a new campaign intended to alter their attitudes / behaviors. In

order to influence enough people to change their behavior, the ‘product’ presented must be

communicated and positioned such that it is more attractive to the target market than their current

conducts. This model assumes that for social marketing, target audiences have the ability to be

‘receivers’ of all messages being sent out. McGuire suggests the series of steps a receiver goes

through in being persuaded constitutes a response hierarchy. The phases of this model are parallel to

the hierarchy of effects sequence; yet it contains an extra phase: the audience’s capability to retain

that portion of the grasped information they believe to be relevant. This phase is significant because

social marketing campaigns are designed to deliver information the ‘receiver’ will use later when

making a purchase decision.

CAMPAIGNS

It is important to “begin with the end in mind” when a campaign is evolving. Coffman (2002) talks

about impacts, outcomes, and outputs, working backward from long-term results to short-term tasks

that need to be fulfilled to bring about these results.



Promotion is only one element of an integrated marketing strategy despite being the most visible

element of the marketing mix. Promotion refers to any communication that occurs between the

originator of the program and the public. Communications can be conducted either on a mass scale,

reaching a large audience with a single message or on a personal, one-to-one basis.

RECOMMENDATION

SMOKING CAMPAIGNS

While the conclusions may not be easy to generalize, they do advise that public knowledge

platforms intended to distribute anti-smoking messages directed at young people have had varied

success. There seem to be two fundamental explanations for this. Firstly, fear-based messages are

overlooked; and secondly, approaches and strategies may not have sufficiently justified the ways in

which young people treat new material. Therefore anti-smoking campaigns might want to be

centered on more comprehensive research that tests in what way young people really process, and

act on, messages. This proposes that anti-smoking movements need to be precisely aimed and that

messages, and distribution strategies, must be more cautiously planned. In conclusion, a “one size

fits all” attitude could not be suitable.



REFERENCE LIST

Kotler, Philip, and Nancy Lee. 2004. Best of breed: when it comes to gaining a market edge while

supporting a social cause, “corporate social marketing” leads the pack. Stanford Social Innovation

Review, Spring: 14-23. http://www.ssireview.com/pdf/2004SP_feature_kotler.pdf

(accessed November 17, 2005).

Wiebe, G.D. 1951. Merchandising commodities and citizenship on television.

The Public Opinion Quarterly 15(4): 679-691.

Kotler, Philip, and Gerald Zaltman. 1971. Social marketing: an approach to planned social change.

Journal of Marketing 35:3-12.

Andreasen, Alan R. 1994. Social marketing: its definition and domain. Journal of Public Policy &

Marketing 13:108-114.

Kotler, Philip, Ned Roberto, and Nancy Lee. 2002. Social Marketing: Improving the Quality of Life.

2nd ed. Thousand Oaks, California: Sage Publications Inc.

Fox, Karen F.A. and Philip Kotler. 1980. The marketing of social causes: the first 10 years. Journal

of Marketing 44:24-33.

Fine, Seymour H. 1990. Social Marketing: Promoting the Causes of Public and Nonprofit Agencies.

Boston: Allyn and Bacon.

http://www.ssireview.com/pdf/2004SP_feature_kotler.pdf

http://www.ssireview.com/pdf/2004SP_feature_kotler.pdf



Weinreich, Nedra Kline. 1999. Hands-on Social Marketing: A step-by-step guide. Thousand Oaks,

California: Sage Publications Inc.

Lee, Nancy. 2006. Interview conducted by author. January 25. Mercer Island, Washington.

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