Box 4: Outline of Social Marketing campaign Planning

Executive Summary

A brief summary highlighting plan stakeholder, background, purpose, target audience, major marketing
objectives and goals, desired positioning, marketing mix strategies (4Ps), and evaluation, budget, and
implementation plans.

1.0 Background, Purpose, and Focus

Who's the sponsor? Why are they doing this? What social issue and population will the plan
focus on, and why?
According to WHO in 2010 it was estimated that 1.24 million people were killed worldwide and 50
million more were injured in motor vehicle collisions. Young adults aged between 15 and 44 years
account for 59% of global road traffic deaths. Other key facts according to the WHO report are:[69]
Road traffic injuries are the leading cause of death among young people, aged 15– 29 years.91% of
the world's fatalities on the roads occur in low-income and middle-income countries, even though
these countries have approximately half of the world's vehicles. Half of those dying on the world's
roads are "vulnerable road users": pedestrians, cyclists and motor cyclists. Without action, road
traffic crashes are predicted to result in the deaths of around 1.9 million people annually by 2020.
Only 28 countries, representing 416 million people (7% of the world's population),
have adequate laws that address all five risk factors (speed, drink-driving, helmets,
seat-belts and child restraints)
Road traffic crashes are one of the world's largest public health and injury prevention problems. The
problem is all the more acute because the victims are overwhelmingly healthy before their crashes.
According to the World Health Organization (WHO), more than 1 million people are killed on the
world's roads each year. A report published by the WHO in 2004 estimated that some 1.2 million
people were killed and 50 million injured in traffic collisions on the roads around the world each
year and was the leading cause of death among children 10–19 years of age. The report also noted
that the problem was most severe in developing countries and that simple prevention measures
could halve the number of deaths.
Purpose of the campaign
The main purpose of the campaign is improving the community welfare of Bahir dare town
by increasing their awareness and changing their behavior towards the attitudes of traffic
car accident.
2.0 Situation Analysis

2.1 SWOT: Organizational Strengths and Weaknesses, and Environmental Opportunities and Threats

2.2 Literature review and environmental scan of programs focusing on similar efforts: activities
and lessons learned

Road safety communication campaigns have been found to be effective when combined with other

countermeasures, particularly enforcement. Important tasks of road safety communication include

promoting public acceptance of road safety measures (e.g. enforcement measures) and lessening the

public’s tolerance of risky behavior. Media can influence attitudes e.g. by providing information

about rules, explaining the consequences of risky behavior, and giving information about police

enforcement and possible punishments. Since the target of the campaigns are people or groups of

people, and as their behavior may differ from one country to another, the specific messages

addressed to the target group chosen for a campaign may vary from country to country and even

within a single country. Campaigns carried out at the European level and supported by European

and international organizations (such as in the measures described below) contribute towards

maintaining a high profile for road safety and thus towards mobilizing the decision‐makers at all

levels.

Ethiopia as one of the developing countries has one of the world’s worst road accident records as
measured by fatality rate of 170 fatalities per10, 000 motor vehicles. Ethiopia currently loses almost
1700 lives each year ; another 7500 are injured, and a further 7783 face property damage only due to
accidents (RTA, 2001; FTP, 2002). According to TRL (2000), the average annual cost of road accidents
in Ethiopia was about 400 million birr per annum, which accounted for about 0.8-0.9 percent of the
GNP. Clearly, these are sums of money that the country can not afford to lose every yea

In connection with the above facts road traffic accidents in Bahir Dar have increased over the years in a
disturbing rate in terms of both the direct economic loses and the social lives. This observation is
supported by Bahir Dar Special Zone Traffic Police (2002/03) accident statistics which shows that 347
accidents occurred in the years between 1995/6 and 2001/02 ( gives an average of 49.57RTA/Year),
which cost Birr 1,145,065 for property damage accidents only. The number of victims treated in
hospital, health center and clinics also show upward trend. Bahir Dar Special Zone Health Department
reported that in the last three years (1999/2000-2001/2002) only, 3188 road casualties received medical
treatment as in-patients and out-patients.

3.0 Target Audience Profile

3.1 Demographics, geographic, relevant behaviors (including risk), psychographics, social networks,
community assets, and stage of change (readiness to buy)

3.2 Size of target audience

4.0 Marketing Objectives and Goals

4.1 The Objectives of the campaign

The main objective of the campaign has a target changing the behaviors of car driver and reduce
the amount of traffic accidents in the Bahir dar city and their consequences through road safety
measures.

It has the following two main goals.

1. creating awareness of the venerable group and changing their behavior to wards traffic
accident.
2. focuses in changing behavior at reducing number of deaths and injuries caused by traffic
and consequently decreasing the number of road accidents.

4.1 Campaign objectives: specifying targeted behaviors and attitudes (knowledge and beliefs)

4.2 SMART goals: Specific, Measurable, Achievable, Relevant, and Time-bound changes in behaviors
and attitudes

5.0 Factors Influencing Adoption of the Behavior

5.1 Perceived barriers to the targeted behavior

5.2 Potential benefits of the targeted behavior

5.3 Competing behaviors and forces

5.4 Influence of important others

6.0 Positioning Statement

How do we want the target audience to see the targeted behavior and its benefits relative to alternative or
preferred ones?

7.0 Marketing Mix Strategies (Using the 4Ps to Create, Communicate, and Deliver Value for the
Behavior)

7.1 Product: Benefits from performing behaviors and any products or services offered to assist adoption
Core Product: Desired audience benefits promised in exchange for performing the targeted behavior
Actual Product: Features of basic product or service e.g., HIV/AIDS test, exercise, number of daily
fruits and vegetables Augmented Product: Additional products and services to help perform the behavior
or increase appeal

7.2 Price: Costs that will be associated with adopting the behavior and any monetary and nonmonetary
incentives and disincentives Costs: Money, time, physical effort, psychological Price-Related Tactics to
Reduce Costs: Monetary and nonmonetary incentives and disincentives

7.3 Place: Making access convenient Creating convenient opportunities to engage in the targeted
behaviors and/or access products and services

7.4 Promotion: Persuasive communications highlighting product or service benefits, features, fair price,
and ease of access Messages Messenger Creative and Executional Strategy Media Channels and
Promotional Items

8.0 Plan for Monitoring and Evaluation

8.1 Purpose and audience for monitoring and evaluation

8.2 What will be measured:

Inputs:- creating awareness to young driver trainees

Outputs:- changing the young driver behavior

Outcomes:- minimizing road traffic accident

impact :- reducing medical cost, minimizing the phycological cost of associated with road traffic
injuries contributing

8.3 How and when measures will be taken

9.0 Budget

9.1 Costs for implementing marketing plan, including additional research and monitoring and evaluation plan

9.2 Any anticipated incremental revenues, cost savings, or partner contributions

10.0 Plan for Implementation and Campaign Management

Who will do what and when, including partners and their roles?