Because SOCIAL MARKETING can be applicable for promoting merit goods, or for making a society evade demerit goods and therefore advancing the well being of society as a whole. Because SOCIAL MARKETING principles are widely used to improve community health.


wellbeing.€ Because SOCIAL MARKETING targets individuals and groups in legislative bodies. corporations. government departments. regulatory and legislative changes that protect and enhance people¶s health. and quality of life. who have the power to make policy. and non profit organizations. .


2.Effective strategies of social marketing include these steps: 1. Identify Your Audience The campaigners must identify which groups (or individuals) will need to act to solve the problem . Define The Health Problem and Your Goals The first step to creating a successful social marketing campaign includes defining the problem and setting goals and objectives to alleviate it.

. Understand Your Audience Through Formative Research It is important to try and understand where the target group is coming from. What are their opinions.3. ideals and values.

which strategy decreases the cost of the behavior change. which strategy improves the consumers ability to adopt the change . Choose Specific Strategies with Measurable Objectives The best strategy can be determined by determining the following: which strategy is most attractive for behavior change.4.

Design Appropriate Message After the ideal strategy has been selected. .5. the focus must be shifted toward determining how to make the target audience aware of the message.

.6. or insulting to the intended audience. Pretesting can help campaigners determine if their message is effective. word of mouth. TV and radio. expert testimony. ineffective for reasons they had not thought of. Select Communication Strategies with PRETESTING Some communication methods include: newspaper.

so monitoring for effectiveness is important. Was the ideal target audience reached? Did the promotion have an impact? Did the desired outcome occur? Why/Why not? .7. Implement and Evaluate Social marketing is a continual process.


It became a household buzz phrase and was embedded into the parents' expectations for their children. € "Just say no to drugs" y one of the most popular campaigns in the 1980s.€ "55 saves lives´ y one piece of social marketing in the late 1970s targeted people who drive or ride in cars and convinced them of the good of wearing seatbelts and driving 55 miles per hour. .

the latest research and campaigns to promote sun protection and skin cancer prevention. that leads the world in promoting a balance between the benefits and harms of ultraviolet (UV) radiation. is a multi-faceted program.€ SUNSMART (1988) y SunSmart. y Has the mission of telling people how they can reduce their skin cancer risk and how to identify changes to their own skin that may be a sign of skin cancers. . jointly funded by Cancer Council Victoria and VicHealth in Australia. y The SunSmart program regularly issues media releases to communicate their position on key cancer issues.

SUNSMART MEDIA CAMPAIGNS: € € € € € € € € € The Farmers campaign (March 2010) Dark side of tanning summer campaign (November 2009 to February 2010) Clare Oliver's No tan is worth dying for campaign (2008) Protect yourself in 5 ways national campaign (2007±08) Tattoo campaign: Skin cancer its killer body art (2004±05) Timebomb campaign: Every time you get sunburnt you are putting a time bomb under your skin ± time bombs that can turn into skin cancers (2000±01) How to remove a skin cancer campaign (1996±98) Leave your hat on campaign for a look at sun protection in the nineties (1991±93) Slip! Slop! Slap! Sid Seagull campaign (1980s) .

The program has prevented more than 100.SUNSMART achievement: € Rates of skin cancer in young people are declining and fewer people are getting sunburn.000 skin cancers and saved thousands of lives making it one of the most successful programs in Australia. € . Victoria leads the way with new solarium legislation.


PRESS RELEASE € The press release is the most common material provided to media outlets. yet thorough. description of an upcoming activity. whether it is rush or a service project. These documents provide a brief. CASE STUDIES € Case studies which show a good image of the company are shared with the media/ investors. . community etc.

BROCHURE € A booklet published by the organization which contains the organizations background. vision. present and future projects. mission. Eg: brochure given to new employees to give them a gist of the organization. etc. its past. its ethics. .

INTERNAL NEWSLETTERS AND PUBLICATIONS Newsletters. in which information about the company. employees etc. its profits.POSTER AND CALENDAR Any poster or calendar used to achieve a public relations objective. is given. .

PHOTOGRAPHS There are usually two types of photographs in publicity portrait shots. where people pose for the camera and smile. This also gives an opportunity for any member to submit a letter on their chapter for printing in a local or campus newspaper. where the subjects are doing something. .LETTERS TO THE EDITOR Submitting these articles does not require a media contact. and candids.

such as conduct a full interview with chapter members or write a feature article on an upcoming project. Even though your media contact will likely rewrite them. there are also times that a press release will encourage a reporter to do more. press releases will not be printed verbatim. While doing sponsorships one should try to brand it with the event simultaneously. However.INTERVIEWS (PresCon) € More often than not. . possibly including additional quotes or information they research on their own your press releases should be written well enough.

Youtube.WRITTEN SPEECH € The typewritten or printed text of a speech given to achieve a public relations objective. Blogspot . CORPORATE ADVERTISING € CONFERENCES AND SEMINARS Press Kit Company Website Advertisements TV/Radio INTERNET € SOCIAL MEDIA: Twitter. Multiply. Facebook.


organizations or individuals. and good will. then it gains a number of long-term benefits in terms of community support. use to establish and maintain a mutually beneficial relationship with the communities in which they operate. loyalty. The underlying principle of community relations is that when a company accepts its civic responsibility and takes an active interest in the well being of its community. € .What is community relation? € Community relation refers to the various methods companies.

and fosters as sense of teamwork that is essential in long-term success. Because community relations build public image and employee morale. € .Why do organizations engage in community relations? € Because community relations can help virtually any organization achieve visibility as a good community citizen.

What is community public? € Community public refers to the local community where the organization or a company is situated and perform its functions. local consumers and or the local officials of a specific community. They can be the local youth. € .

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