Marketing Social Change
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How to promote positive attitudes and behaviors for peace? slides explore theory and practice in the application of strategic communications to peace and social change

How to promote positive attitudes and behaviors for peace? slides explore theory and practice in the application of strategic communications to peace and social change

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Marketing Social Change Presentation Transcript

  • 1. focus on the individual and hismotivations for change based on values,habits and social/institutional normsSocial Marketing- is a strategyfor bringing about changeFocus is on attitudes andbehaviours of individuals andgroups.Social marketing specificallytargets the personal, relationaland structural dimensions ofchange.Normative-Re-Educative approach
  • 2. Stages of Change• Support repetition of positive reinforcements tobehavior• Troubleshoot strategy plan if relapse occurs• Deliver on incentives or disincentives5• support small steps towards change• Help find new reinforcers of positive change• Encourage/facilitate/supply social support for action4• Engage commitment thru incentives or disincentives• Promote and support ownership of behavioralchange• Negotiate handles3• Values vs. actions (cognitive/emotional dissonance• Support process• Minimize costs/ maximize benefits2• Creative problem solving• Building trust• Inform1Intervention typology
  • 3. Methods of ChangeCommand or tell them what to doOffer open safe space to talkabout concernsMORE?
  • 4. 10 Steps of Marketing Social Change• Purpose• FocusBackground:• SWOT Analysis• Past or similar efforts: activities, results, and lessons learnedSituation/Conflict Analysis:• Size, Demographics, geographics, related behaviours, psychographics,• Stages of change (readiness to buy)Target Market Profile:• Social marketing objectives: behaviour, knowledge and beliefs• Goals that are measurable and time sensitiveMarketing objectives and Goal:• Perceived barriers to desired behaviour• Potential benefits to desired behaviour• Competing behavioursTarget Market Barriers, Benefits and Competition:• How we want our target audience to see the desired behaviour relative to competing behaviours.Position Statement:• Product:• Core: benefit to target market of desired behaviour• Actual: desired behaviour• Augmented: tangible objects and services• Price: Monetary fees, incentives, disincentives; nonmonetary incentives and disincentives• Place: Where and when to promote that the target market will perform behaviour. Where and when to acquire any tangible products or services• Promotion: Messages, messengers, communication channelsMarketing Strategies:• Purpose and audience for evaluation• What will be measured: outcome and impact measures• How and when measures will be takenEvaluation Plan:• Costs for implementing marketing plan, including evaluation• Any anticipated incremental revenues or cost savingsBudget:• Who will do it? When?Implementation Plan:Kotler, P. & Lee, N. (2008) Social Marketing: InfluencingBehaviors for Good (3rd Addition). Los Angeles, Ca: SagePublications.
  • 5. Marketing MatrixProduct:• Core: benefit totarget market ofdesired behaviour• Actual: desiredbehaviour• Augmented:tangible objects andservices.Price:monetary fees,incentives,disincentives;nonmonetaryincentives anddisincentivesPlace:Where andwhen topromote that thetarget marketwill performbehaviour.Where andwhen to acquireany tangibleproducts orservicesPromotion:Messages,messengers,communicationchannels
  • 6. Most peacebuilding interventions only offer augmented products: leavingThe user unprepared to continue the behavior.Problem:
  • 7. “Turn Mines into Vines”Class exerciseSocial Problem?:Desired behavior change?:Matrix: Product? Place? Promotion? Price?Target Audience?:What does the audience want in exchange for adopting newbehavior?What is the competition offering (spoilers and opponents ofchange)?Does the roots of peace campaign deliver?http://www.takepart.com/videos/roots-of-peace-landmine-psa/33958
  • 8. When shouldSocialMarketing beused?
  • 9. How to achieve most favorableresults?Conflict-sensitive and peace journalismPeace-promoting citizen mediaPeace-promoting entertainment mediaAdvertising or social marketing for conflict prevention andpeacebuildingMedia regulation to prevent incitement of violence.”Himelfarb, S. &Chabalowski, M. (Oct. 2008)Media, Conflict Prevention andPeacebuilding:any targeted media project’s impact is proportionalto the number of media strategies it uses. Maximummedia impact on conflict prevention and peacebuildingwill occur when all five of the following strategies are employed.