Guided By: Prof. SV Prasad1 Alternative to Road Crew Case
Example in Indian Context
o Pune RTO’s Zebra crossing campaign
o The social marketing campaign focuses on the issue of severe lack of pedestrian-centric traffic infrastructure, and negligence on the part of both drivers as well as pedestrians. o In 2015 and 2016, the number of deaths due to road accidents in Pune was 399 and 420 respectively. The number of pedestrians who died in these accidents was 119 and 132 respectively. This year, till the end of March, the number of deaths due to road accidents was 91 while 22 of them were pedestrians. o A behavior change was required to turn around this trend on the part of drivers.
SOCIAL MARKETING 2 Behavior focused positioning in Indian Context
NECC’s Campaign to speed up Egg Consumption
• In 1980s, Egg Consumption was static in a predominantly vegetarian India • Poultry farmers struggled with low demand for eggs • Dr B V Rao, was able to establish NECC in 1982, in a bid to increase consumption • Popular campaigns were launched depicting Eggs as a healthy supplement which can be consumed everyday by everyone