USE a condom
VACCINATE your child
Social Marketing
BREASTFEED your baby
GO to school

By Definition
“Social Marketing is the
application of commercial
marketing technologies to the
analysis, planning, execution,
and evaluation of programs
designed to in uence the
voluntary behavior of target
audiences in order to improve
their personal welfare and
that of their society”
(Alan Andreasen,1997)

What Social Marketing is...
• A social behavior change
strategy
• Consumer-focused
• Most effective when it activates
people
• Targeted to those who have a
reason to care
• Strategic and requires efficient
use of resources
• Integrated, and work on the
“installment plan”
• Link to Zola ad

What Social Marketing is not...
• Just advertising
• A clever slogan or messaging
strategy
• Driven by the organizational
expert’s agenda
• Promotions or media outreach
exclusively
• An image campaign
• A fundraiser
• Done in a vacuum
• A quick process

The Basics
Know your audience
Create action
Offer an exchange
Acknowledge the
competition
Keep the “four Ps” in
mind

Know your audience
No such thing as “general
public”
Segment into narrowly
de ned groups
Understand their
demographics and
psychographics thoroughly
photo:www.corbis.com

Philosophy of Exchange
Human Nature means we
minimize our costs and
maximize our rewards when
possible - basic cost/bene t
analysis.
Increase or Highlight
Bene ts/Rewards
Decrease or De-
emphasize Barriers/Costs
Make changes in product,
price, place or promotion
if necessary

Exchange: Pepsi Generation
You give me $1
You get:
Thirst quencher
Good taste
Fun
Youthful feeling
A new boy/girlfriend
photo:www.corbis.com

Stop AIDS, Love Life
Survey Reseach
Infection rate: 3 - 4
percent
Ghanaians tend to
abstain and be faithful
to their partners
Low condom use
The social risk was seen
as higher than health
risks

Stop AIDS, Love Life Objectives
Increase risk perception
Increase social support
for preventative
behaviors
Increase condom sales
Increase care and
compassion for people
living with HIV/AIDS

Stop AIDS, Love Life Phase 1
Prevention messages
A, B, C of prevention
Strategies
Entertainment-Education
Peer Counseling

Stop AIDS, Love Life

Create an action: A new idea should...
Have a relative advantage
Be compatible with social norms
Not be too complex
Be observable others trying/doing
Can be “tried out”

Exchange: Prevention Behaviors
You Give?
You Get?

What competition??
Know your environment
Competing messages
Non-action vs. action
Have ability to respond
Political changes
News events
Other organizations’
work
photo:www.corbis.com

The “Four Ps”
Product
Behavior, service, product
being exchanged with the
target audience for a price and
a bene t
Price
Cost to the target audience of
changing behavior
Time; Effort; Lifestyle;
Psychological Cost

The “Four Ps”
Place
Where does your audience
access products or
programs?
Where do they engage in
the desired behavior?
Promotion
Communication to the
audience about product/
program, price and place
variables

More Ps?
Publics: all the people who can
affect the programs success
Partnerships: other
organizations with similar goals,
target audience access or
credibility, desire or resources
Policy: government or
organizational policies that can
serve as a catalyst for large scale
social change
Purse Strings: funders such as
corporate partners, foundations
and government agencies
Source: Nedra Weinreich

Seven Principles
Begin with the desired action
Messages must:
• Create personal connection
• Offer key benefit or reward
• Promote an action
• Be memorable
Be inescapable
Have unique competitive position
Be emblematic of the cause & extend
the brand
Be flexible
Be tested many times
Robin Hood Marketing, Katya Andreson

Entertainment Education