Social marketing is a model designed to influence social behaviors and create social

change whose primary aim is to not benefit people and the physical, social and economic
environment in which they live. So, essentially instead of selling a product, social
marketing aims to sell a behavior or lifestyle that benefits society, in order to create the
desired change and they are able to do so through competing against undesirable
thoughts, behaviors, or actions. Social marketing is able to capture attention and spreads
awareness about a social issue through creativity and emotion. Most importantly, it
presents a compelling and simple way to make the world better, with an aim to make the
behavior most desirable.

Some of the areas where social marketing is applied are Health and safety (Anti-smoking,
Promoting exercise and healthy eating, Safe driving), Environmental causes(Anti-
deforestation, Endangered species awareness),Social activism(Anti-bullying, Fighting
gender stereotypes).

The drivers of these campaigns are nonprofit organization, charities, government

organizations and emergency services.
However what is important to understand is that the principles, theory and tools used in
commercial marketing can also be adapted in social marketing.

4Ps of Social marketing

 
 P1 - Product
Under social marketing, the “product” is the desired social action and the benefits this
action offers. In order to have a viable product it is important for there to be a genuine
problem within the community, which needs to be tackled with at the earliest.

P2 – Price
This price refers to the intangible costs incurred by the customer such as difficulty, time,
and psychological or emotional costs in the process. In order to promote the behavioral
change it is necessary convey that the benefits of change far outweigh the perceived costs
as this leads to a positive perception and chances of trial and adoption of the product is
much greater.

P3 - Place
This refers to the medium and method through which the majority of the population can
be approached. For a tangible product, this refers to the distribution system in contrast for
an intangible product it refers to the channels through which consumers are reached with
information or training. The primary element of the same is to ensure accessibility of the
offering and quality of the service delivery.

Promotion
This prong binds and ties all 4 “Ps” together. Promotion consists of the integrated use of
advertising, public relations, promotions, media advocacy, personal selling and
entertainment vehicles. The focus is on creating and sustaining demand for the product.
Research is crucial to determine the most effective and efficient vehicles to reach the
target audience and increase demand. The primary research findings themselves can also
be used to gain publicity for the program.
Examples of Social Marketing Campaigns

Plastic Bags Kill

Designed by BBDO Ad Agency, a Malaysia based company the product is to promote the
shift from disposable plastic bag use in favor of reusable bag use. The company is able to
achieve the same through striking imagery and messaging on the bags: “Plastic bags kill”.
Moreover the creativity showed creates an image of strangling the turtle with their hand
when held by customer’s appeals to strong emotions.

Save Paper, Save the Planet

An initiative by the World Wide Fund (WWF). The aim of the campaign is to reduce
paper towel use; the same is accomplished through a paper towel dispenser that displays
an image of South America. As more paper towels are used, the image of South America
becomes less and less green, reflecting the direct correlation between excessive paper use
and deforestation. The message “Save paper, save the planet,” and are able to realize that
the paper represents the health of the Earth, they’ll be more inclined to limit their use.
 The ALS Association Ice Bucket Challenge
The ALS Ice Bucket Challenge struck a chord that led to viral success and over $115
million was donated to finding a cure. Through the campaign we were also able to realize
the power of social media in the marketing process. The success of the campaign is
attributed to the fun and enthusiasm with which it was embraced by many. Moreover the
underlying cause of the campaign, which was to raise money for ALS research, rather
than promote a product, service or company enabled people to feel more inclined to take
part in the charitable viral phenomenon.

WWF Earth Hour

The earth hour is an initiative by the World Wildlife Federation held annually every
march. Individuals, organizations and city landmarks are encouraged to turn off their
lights for one hour to symbolize their dedication and as a show of solidarity for
commitment to the planet. The main goal of this event is to start a dialogue about climate
change, encouraging participants to make commitments beyond the hour. Indian

Indian
 Government’s Anti-smoking campaign
The government has taken lot of initiatives to eradicate smoking through extensive
advertisements about the ill effects of smoking on television, cinemas, print ads as well as
conducted direct campaigning in many villages. The government has also banned tobacco
companies from advertising. The campaign focuses mainly on lung cancer, mouth cancer
and other health repercussions caused because of smoking and chewing tobacco with an
aim to educate middle age men, teenage people who start smoking and village people
who are used to chewing tobacco.
However as evident it is visible that the governments campaign is quite inconsequential
and ineffective and needs to accommodate solutions and means for individuals who wish
to quit smoking. Another reason, which can be attributed to the failure, is that same
techniques are being used for different target and there is need for a different
communication strategy and methodology for each segment. While the current social
marketing strategy is not ideal and imperfect the same could be improved through
incorporation of the 4Ps as well as more deliberation over the same.

BETI BACHAO, BETI PADHAO

A campaign of the Government of India that aims to generate awareness and improve the
efficiency of welfare services intended for girls in India. In lieu of the trend of decline in
the Child Sex Ratio, defined as number of girls per 1000 of boys between 0-6 years of
age, which declined from 945 in 1991 to 927 in 2001 and further to 918 in 2011 is
alarming and a major indicator of women disempowerment.
Therefore the same is a coordinated and convergent effort to ensure survival, protection
and empowerment of the girl child. The primary objectives of this initiative are
prevention of gender biased sex selective elimination, ensuring survival & protection of
the girl child, ensuring education and participation of the girl child and the same has been
a campaign of raising awareness through advertisements across all channels of
communication of the importance and necessity and is implemented as a national
campaign with focused action undertaken in 100 selected districts low in CSR.