THIRD ASSESSMENT

SOCIAL MARKETING

2 Case Studies

SUBMITTED BY: SUBMITTED TO:

MISS SHREYA KOTHARI MR. HARENDRA
SECTION A CHOUHAN SIR
ROLL NO. 70306


CASE I : Prevention of HIV/AIDS in Delhi Slums

Acquired Immuno Deficiency Syndrome (AIDS) is a fatal transmissible

disease of the immune system caused by the human immunodeficiency
virus (HIV). HIV slowly attacks and destroys the immune system, the
body’s defence against infection, leaving an individual vulnerable to a
variety of other infections. AIDS is the final stage of HIV infection (Barnett
and Whiteside 2002; Janeway Jr. and Travers 1997; Unnikrishna, et al.
1993).
AIDS was first reported in 1981 by investigators in New York and
California. Initially, most U.S. AIDS cases were diagnosed in homosexual
men, who contracted the virus primarily through sexual contact, or
intravenous drug users who became infected by sharing contaminated
hypodermic needles. In 1983, French and American researchers isolated
the causative agent, HIV, and by 1985 serological tests to detect the virus
were developed (Barnett and Whiteside 2002; Janeway Jr. and Travers
1997; Lindenbaum 1999; Mach 2000; Mann 2001).
AIDS does not inevitably lead to death. It is very important to tell to
people. Psychological factors are critical in supporting immune function. If
you suppress this psychological support by telling someone he is
condemned to die, your words alone will have condemned him. -Dr. Luc
Montagnier (Discoverer of HIV)
Delhi has an area of 1,483 square kilometers making it the largest city in
the country. The total population of Delhi is around 1,67,53,235 out of
which 30% reside in slums. Delhi is divided into nine districts and the total
population of Delhi is 1,67,53,235, out of which the population of slums
are 20,30,000.The researcher selected five highly populated district, viz.
North-West Delhi, South Delhi, West Delhi, South-West Delhi and North-
East Delhi.
Comparing them to other urban Delhi people, their socio-economic
condition is lacked far behind, due to this reason they are not well aware
of the importance of health, hygiene, sanitation and education in life. Due
to their illiteracy, the educational, instructional instruments and schemes
distributed by Government agencies and NGO’s are far much extent of no
use to bring the awareness within their community.
To identify new strategies of Communication to disseminate
information about HIV/AIDS, 25 Medical practitioners were interviewed
out of which 5 belongs to each surveyed region i.e., Region A (North-
West Delhi), Region B (South Delhi), Region C (West Delhi), Region D
(South-West Delhi), Region E (North-East Delhi).These medical
practitioners are the ones who are in constant touch with the slum
people in terms of their health issues. The slum dweller comes in
contact with these doctors for their small as well as big health related
problems.
Medical practitioners said people living in Delhi slums don’t even know
what HIV/AIDS is? Most of the Medical practitioners said that the people
living in the slums are lacking the knowledge about HIV/AIDS and they
don’t even know that information is the only preventive measures for
the same. They also highlighted the point that just because these slum
dwellers are illiterate and them unable to read Newspaper/Magazine.
Therefore TV is the only Mass Media through which they can become
aware about HIV/AIDS.


SWOT Analysis:

The overview of the SWOT analysis proves that the

weaknesses of policy makers should be converted
into their strength that can happen only when the
producers those are not making short films, advance
documentaries should better gear-up and start
focusing on making such programs frequently.
This will bring more opportunities for slum dwellers
to eliminate the threat they have to their lives.
The less aware they are about HIV/AIDS awareness
the more is the risk of encountering the disease.
Strengths:
Attentive towards interpersonal communication in
context to HIV/AIDS awareness.
Wide reach through latest technology.
Increased awareness among people.
Public welfare.
Societal benefit.
Weakness:
Currently no spread of awareness through Radio,
Internet and Film.
They don’t produce the program for TV.
Opportunities:
Can improve the Socio-economic status of the slum
people so that the HIV/AIDS awareness will be more
successful.
Once the Socio-economic status is raised than the
households those are not able to afford the Mass Media
they will be able to bring the Mass Media in their
homes.
Threats:
The less aware people are about HIV/AIDS awareness
the more is the risk of encountering the disease and
this will be our threat.
 ON WORLD AIDS DAY YOU
CAN SAVE LIVES.

Spread
Awareness
Not Rumours
 Conclusion:
The SWOT analysis proves that the weaknesses of
policy makers should be converted into their strength
that can happen only when the producers those are
not making short films & documentaries should better
gear-up and start focusing on making such programs
frequently. It is recommended, workshops and
training programmes should telecast on TV to
inculcate the Media habit and improve personal
hygiene. With this the Government agencies like NACO
and Delhi State AIDS Control Society should produce
more programs related to HIV/AIDS for TV.
HIV/AIDS is not only health related problem but also a
social, economic, political and cultural problem as
well. Therefore during the dissemination of HIV/AIDS
awareness we must take care of the Socio-cultural
values.
Interpersonal Communication is the finest way to
communicate things across. There should be more
interpersonal communication training programmes for
field workers so, that they are able to communicate the
AIDS related issues in a better way.
Most of the Medical practitioners said that the people
living in the slums are lacking the knowledge about
HIV/AIDS and they don’t even know that information is
the only preventive measures for the same.
HIV/AIDS is not only health related problem but also a
social, economic, political and cultural problem as well.
Therefore during the dissemination of HIV/AIDS
awareness we must take care of the Socio-cultural
values.
 My point of view:

The private Medical practitioners of slum area should be well

versed with HIV/AIDS related researches and issues.
The Journalist should be highly skilled to cover the HIV/AIDS
related news and stories with due sensitivity which it deserves.
It is very much clear in the study that the doctors and the staff
dealing with HIV positive patients are hesitant to attend them. But
instead they should be more cautious and attached to the patients
while attending them. This will give a sense of security and
confidence to the patients.
HIV/AIDS is not only a health issue but also one of the Social,
Cultural, Economic, Political and Human Right issue. Therefore its
remedy lies not only in medicine but also in Socio-economic and
Cultural discussions, initiatives, schemes and forums in these
areas.
Interpersonal Communication, Group Communication and
Traditional Communication are the effective mode of
communication for disseminating knowledge about HIV/AIDS.
Therefore it is recommended that there should be well trained
health communicator for HIV/AIDS awareness dissemination.
The stakeholders of NGO’s and Government agencies must learn
the art of allocation financial resources properly and avoid wasting
funds on flimsy activities.
The International and National level Seminars & Conferences
should be organized by the Government and Educational
Institutions on regular basis.
The Mass Media organizations and Media education institutions
should organize health related Workshops and Symposia for their
employees and students respectively so that they can be well
aware of the challenges related to HIV/AIDS.
According to me TV is the most popular Mass Media among slum
dwellers therefore there should be more HIV/AIDS related
programs shown on TV, so that they become easily aware.
Attractive Group Communication like Power Point Presentation,
we will be able to remove misconception and misunderstanding
that they have about HIV/AIDS.
Thha
annk
k
T
yo
youu!
!
 Case II: The Family Planning Programme

India’s population is fast chasing a 1000-million mark. In spite of all

efforts, the population is increasing almost at the same rate as that of
before. So far, only a fractional decline in the population growth from

2.2% to 2.1% has been achieved. The picture on the population density
is rather gloomy as the density has increased from 216 to 267 people
per kilometer (The Economic Times, 1991). The situation in urban areas
is even worse. Similar is the situation in the rest of the developing
world which has led to environmental imbalance, poor living conditions
and an inferior quality of life. The UNFPA (1991) report on “State of
World Population” lays down targets to be achieved to curb population
explosion. It suggests that the number of couples in the developing
world using voluntary family planning methods showed a 50% increase
from 381 million in 1990 to 567 million by the year 2000 (International
Data Line, 1991). The report also goes on record that “reaching the
target will be critical for development and even the human survival in
the next century”. Such is the gravity of this problem and to combat it
one can anticipate the kind of efforts required, especially to achieve a
50% growth in the targets. In India, the need for family planning
programme was felt as early as early fifties. Family planning was then
taken up at a mass scale but till date little success has been achieved. It
is only the non-termination methods which have become popular to
some extent, but termination methods have yet to take off. Perhaps the
entire communication campaign on family planning has been faulty.
Inverted red triangle on a yellow background with a slogan “Do Ya Teen
Bachee Bus” was quietly changed to “Hum Do Hamare Do” and later the
visual showed only one child with a slogan “Larka Ho Ya Larki.....” Then
came 11 the “Emergency” during which people were forced to undergo
terminal methods.
The impact of these measures which were, no doubt, in the larger
interest of society, became negative to the extent that the people were
alienated. Those who underwent vasectomy were laughed at. This
happened because of the Arbitrary approach. Epstine, who has spent
three years in the interior of the state of Karnataka in southern India
and carried out evaluation studies on developmental programmes, has
categorically pointed out that the poor success rate of the
developmental programmes is due to two reasons. First, without any
exception most of our development programmes are top-down and
not bottom-up which is the essence of marketing. Nobody amongst the
population is ever asked. In fact, the recipients are never aware of what
they are getting. Secondly, lack of social marketing research skills to
develop an insight into the key sets of social, cultural and
anthropological variables to understand people’s behaviour which
would help in an understanding of the form in which any social
programme is to be packaged and delivered. Epstine’s observation very
aptly emphasises the need for a marketing approach for promoting
social programmes which should begin with a deeper and detailed
marketing research. People’s behaviour must be analysed in detail.
Perhaps, lack of such insight led to the failure of the programme in the
seventies. Although it is difficult to substantiate the observation with
empirical support, the failure of the family planning programme is
perhaps due to the failure in understanding the psyche of the masses.
What is perhaps required is to convince the masses on 100 per cent
survival of every single child coming to the family and then promoting
the idea of a smaller family norm. Ensuring 100 percent survival means
immunization, general hygiene, balanced diet, education etc.—
suggestive of what Levy calls a Cohesive and mutually Complimentary
marketing approach.
It would be appropriate to first research into the factors causing
resistance of the masses in adopting the programme resulting in the
poor performance of the programme. Secondly, what is important is
the position of the programme. At the moment people feel small to talk
about it in public. What is required is that people should feel motivated
to come forward voluntarily. Thirdly better, newer and foolproof non-
termination methods should be found out. The UNFPA Report on World
Population suggests that special attention is required to scientific and
commercial research to develop better methods for men. This would
encourage them to take more responsibility for family planning.
Fourthly, instead of promoting the concept of smaller family the
emphasis should be on 12 healthier, happier and better living. If the
earlier mentioned psyche of the people is correct then the efforts must
be focused on encouraging cent- percent survival of every single child,
which can be achieved through education. This in turn means
packaging the programme by understanding the psyche on one hand
and linkages between various social programmes (like, family planning,
immunization, home management of diarrhea, nutrition, sanitation and
hygiene etc.) on the other hand. Fifthly, the delivery systems should be
made effective and efficient. At present the system at the grassroots
level is excelling in imperfection. The conditions at the Primary Health
Centres need considerable improvement. The lowly paid Village Level
Workers need proper briefing about their job and the need to be
motivated to work for the programme wholeheartedly (Shanker, 1989).
Needless to say both PHCs and VLWs are the immediate contact points
at the grassroot levels and any step to improve their efficiency would
improve the efficiency of the programme. Lastly, due attention is to be
paid to the evaluation and control mechanism to ensure that whatever
is spent on the programme is well spent (Shanker, 1991)
 SWOT Analysis:
Strengths:
Formulation of a National Population Policy
National commitment to providing family planning services and
methods
Agreement among relevant government institutions on national Family
Planning goals
Existence of national strategic plans
Availability of evidence and tools for the development of family planning
programme
Distribution of comprehensive health care centers, maternal and child
health care centers.
Availability of trained service providers
Diversity of family planning methods available for users
Raising awareness about family planning
Positive change in the reproductive behavior and attitudes toward family
planning
Increased demand for family planning service

Weakness:
The lack of sustainability for family planning initiatives supported by
donors
Weak mechanisms for monitoring and evaluation
Having separate strategic plans for each organization which causes
some overlap
The absence of mechanisms for knowledge management and

dissemination of data.
Variation in supply and services provided in geographical regions and
lack of services in the neediest geographical areas.
Service providers’ bias toward certain family planning methods
Lack of female service providers and shortage of well-trained health
personnel
 Lack of sufficient efforts to attract cases to the use of family planning
methods (missed opportunities) and poor counseling
Poor supportive supervision system and the monitoring and
evaluation system
Limited choices of family planning methods, especially long-term
ones
Increased rate of using traditional methods and the percentage of
unmet needs
Decrease of using some modern methods such as pills and IUD
Increasing of using traditional methods
Lack of sufficient data on the role of the private sector
Having social beliefs that hinder the provision of services except by
females
Misconceptions about the side effects of modern family planning
methods
Increase in the number of children desired.

Opportunities:
Wide reach through greater awareness
Overcoming social norms
Influential leaders supporting campaigns
Power of social marketing
Deep understanding and support by public
Supportive political will and support of religious leaders
Presence of supportive entity that seeks policy change

Threats:
Population growth that adds a significant strain on resources and
services
Lack of adequate funding to sustain programs and secure
contraceptives
Political instability
Policy formulation mechanism
Increase in the number of women of childbearing age
Impact of Family Planning Programme in India:

The initiatives taken by the Government in implementing the

Family Planning Programme have significant impact on the
country as a whole. Some major achievements are as follows:
1. Awareness of one or more methods of contraception.
2. Increase in contraceptives use over the years.
3.Knowledge of female sterilization, which is considered to the
most safest and popular method of modern family planning.
4.Increase in the use of condoms.
5. Increased knowledge about contraceptive pills.
6. Fertility rate low among educated women.
7. Fertility rate low among higher income groups.
8. The decadal growth rate has declined from 21.54 % in 1990-
2000 to 17.64 % during 2001-11.
9.The Crude Birth Rate has declined from 23.8 in 2005 to 20.8
(SRS 2015) and 24 states/UTs have already achieved the
replacement level TFR of 2.1 or less out of 36 states/UTs.
10. As a result of the initiatives of the Government, the country’s
Total Fertility Rate(TFR) has declined from 2.7 in 2006 to 2.2 in
2016 (NFHS- IV).
11. The implementation of National Family Welfare Programme
has been satisfactory with the performance in IUCD insertions
increasing from 52,75,440 to 55,40,743 and sterilisations
increasing from 40,30,409 to 40,70,597 from 2014-15 to 2015-16
as per HMIS reports available with the Ministry of the Health and
Family Welfare.
 Conclusion:
Both the cases (Aids awareness and Family planning) brought under
the spotlight exemplify the importance of the marketing
phenomenon in the social programs. It is seen that marketing is
omnipresent in all spheres of life and is not simply restricted to the
private establishments. For a program, which, is pertaining to social
causes and is not involved in heavy profit making, it is important that
the target must be achieved as it is in any commercial program.
Hence, marketing gets a pivotal role in any social work which is
targeting the welfare of the society at the large. One drawback
although is there with these social work organizations in terms of
capital investment. It is required that both government and private
establishments should come up for the welfare of society because it
is these organizations which can meet the marketing expenditures
required in these programs. If the expenditures are increasing in
these welfare programs, the revenue increase cannot be done as the
objective is to benefit the society and not profit making like in the
case of private commercial companies. Social Marketing is a half a
century old concept which says that the concepts of marketing
(which conventionally being seen as an instrument in promoting
different goods and services) can be successfully applied to a social
programme. In India, there have been some social programmes for
which an adhoc approach was used and the programme was not
successful. The family planning programme is one such programme.
On the other hand, there have been experiences wherein a proper
planning was undertaken and at the implementation stage the
programme was tailored to the social and cultural aspect of different
regions of the country, making the programme successful, clearly
suggesting that marketing concepts can be applied to social
programmes as well.
Family Planning program focuses on assuring complete knowledge and
access to reproductive rights and services and enables women and men
to make individual reproductive choice. The objectives, strategies and
activities of the Family Planning programme have been meticulously
designed in line with goals and objectives of various policies (National
Population Policy 2000, National Health Policy 2002 and National Health
Mission) and compliments India’s commitment at International Forums
(viz. International Conference on Population and Development-ICPD,
Sustainable Development Goals-SDG, FP2020 and others). Family
Planning has been a key priority area of the Government and it has been
vigorously pursued through the National Rural Health Mission launched
in the year 2005 in line with the policy framework for population
stabilization as envisaged in the National Population Policy, 2000.

My point of view:
Family planning program to be integrated with other health services.
Emphasis is in the rural areas
2-child family norm to be practiced
Adopting terminal methods to create a gap between the birth of 2
children
Door-to-door campaigns to encourage families to accept the small family
norm
Encouraging education for both boys and girls
Encouragement of breast feeding
Proper marriageable age adopted (21 years for men and 18 years for
women)
Minimum Needs Programme launched to raise the standard of living of
the people.
v Monetary incentives given to poor people to adopt family planning
measures.
Creating widespread awareness of family planning through television,
radio, news papers, puppet shows etc.

Family planning is not confined to only birth control or

contraception. It is important as whole for the improvement of the
family’s economic condition and for better health of the mother and
her children. First of all, family planning highlights the importance
of spacing births, at least 2 years apart from one another. According
to medical science, giving birth within a gap of more than 5 years or
less than 2 years has a seriously affect the health of both the
mother and the child. Giving birth involves costs and with an
increase in the number of children in a family, more medical costs
of pregnancy and birth are involved, along with incurring high costs
of bringing up and rearingthe children. It’s the duty of the parents
to provide food, clothing, shelter, education to their children. Family
planning, if adopted, has an effective impact on stabilising the
financial condition of any family.

Thaan
nkk
Th
y
yoou
u!!