The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
Social Marketing Plan for Transgenders
1. Social Marketing Proposal for
Acceptance of Transgenders as
normal human beings in the
Society
Term Project
Presented to
Mr Asif John
Lecturer Social Marketing
By
Laraib Yousuf (9020)
Umme Abiha Maaz (9218)
Zeeshan Valliani (12543)
2. Social Marketing Proposal
December 23rd, 2012
CONTENTS
CONTENTS................................................................................................................................. 2
ACKNOWLEDGEMENTS............................................................................................................. 5
Letter of Acknowledgment................................................................................................... 5
Letter of Transmittal............................................................................................................. 6
BACKGROUND........................................................................................................................... 7
Transgender is a general term applied to a variety of individuals, behaviors, and groups
involving tendencies to vary from culturally conventional gender roles. Neither male nor
female, these Transgenders (Hijras) are treated with disrespect and are denied many of their
basic human rights. They face discrimination and harassment in the workplace and are not
found in any respectable positions in Pakistani society, rather found begging and dancing at
weddings or indulging in prostitution. They are subjected to jeering, cat calls and public
ridicule. With no education or employment they have no hope for a better more dignified
future........................................................................................................................................ 7
Violence against transgenders, especially hijra sex workers, is often brutal, and occurs in
public spaces, police stations, prisons, and their homes. As with transgender people in most
of the world, they face extreme discrimination in health, housing, education, employment,
immigration, law, and any bureaucracy that is unable to place them into male or female
gender categories..................................................................................................................... 7
Denied legal and social justice, transgenders take on a magical persona that inspires fear and
sometimes respect from mainstream society. Hijras perform religious ceremonies at
weddings and at the birth of male babies, involving music, singing, and sexually suggestive
dancing. These are intended to bring good luck and fertility. Recently, the government has
recognized their plight and has taken legal actions. The apex court ruled that the
transgenders have the right over family inheritance. The apex court ordered that equal
rights should be given to the transgenders in all the fields of life including education and
employment in a dignified manner........................................................................................... 7
They are also human and are entitled to respect and rights that is essential for very human
being. Is there any chance that can a norm functioning adults in the society? Can they have
quality education and seek employment or are they forever condemned to be beg and roam
streets and be a source of degradable entertainment? ......................................................... 7
To tackle, this social marketing plan aim to educate masses and employers to make their
workplace more transgender friendly. The concentration on ‘friendly’ is to highlight the
importance of going beyond antidiscrimination and harassment policies and create a culture
that enables people to be open about their sexual orientation and gender identity. ............7
We will also facilitate employers that make their workplaces more transgender friendly. As
such, it focused on facilitators (including business benefits) and barriers to employer action,
2
3. Social Marketing Proposal
rather than on transgender policies and practices. It lists specialist NGOs ready to provide
support to our initiative............................................................................................................ 7
PURPOSE................................................................................................................................... 8
There are at least 80,000 such individuals nation-wide who are treated as social outcasts in
the Pakistani society. Most of Pakistan’s eunuch and transsexual community are mocked,
pitied and shunned by society, their life marred by hardships and sufferings. ........................8
The purpose of our campaign would be to help reduce their suffering by making the
transgenders themselves and the people accept them as a part of the society. This however
would take time because of the mindset that the transgenders are a public indecency and do
not deserve the same treatment as other people. Thus it would be our aim help make a
place for transgenders in the society so that they are not ridiculed about something that is
beyond their control and have respectable positions where they earn and do not need to
resort to begging and/or prostitution to survive and make a living. .........................................8
FOCUS....................................................................................................................................... 8
SITUATIONAL ANALYSIS............................................................................................................ 9
Micro Environment............................................................................................................... 9
Resource............................................................................................................................... 9
Service delivery .................................................................................................................... 9
Management Support........................................................................................................... 9
Issue Priority......................................................................................................................... 9
Current alliances and partners.............................................................................................. 9
Macro Environment.............................................................................................................. 9
Political/ Legal Forces........................................................................................................... 9
Economic Forces................................................................................................................. 10
Social and cultural Forces................................................................................................... 10
Technological Forces........................................................................................................... 10
External publics................................................................................................................... 10
SWOT ANALYSIS...................................................................................................................... 10
OBJECTIVES & GOALS.............................................................................................................. 11
Belief objective................................................................................................................... 11
Behavior objective.............................................................................................................. 11
GOALS..................................................................................................................................... 11
TARGET AUDIENCE.................................................................................................................. 12
PRIMARY TARGET MARKET – TRANSGENDERS THEMSELVES.............................................. 12
SECONDARY TARGET MARKET - SOCIETY............................................................................ 12
STAGES OF CHANGE................................................................................................................ 13
3
5. Social Marketing Proposal
ACKNOWLEDGEMENTS
Letter of Acknowledgment
December 23rd, 2012
Dear Readers
We are thankful to God for giving us the strength and capability to complete this Social
Marketing term project on “Acceptance of Transgenders as normal human beings in the
Society.”
We would like to thank the course instructor of Social Marketing Mr. Asif John for putting in
all the hard work in this course to make it a memorable experience for all of us. We
appreciate his guidance and shall appreciate valuable feedback on this report.
Sincerely,
Laraib Yousuf (9020)
Umme Abiha Maaz (9218)
Zeeshan Valliani (12543)
5
6. Social Marketing Proposal
Letter of Transmittal
December 23rd, 2012
Mr. Asif John
Lecturer Social Marketing
Institute of Business Management
Dear Mr. John,
Presented is our proposal for “Acceptance of Transgenders as normal human beings in the
Society”. The project involved secondary research and is prepared according to the guidelines
provided during the semester.
We would like to thank you for providing the guidelines & suggestions which enabled us to
complete this report as our final project. We have worked vigorously on this project to bring
you the accurate and reliable results.
Sincerely,
Laraib Yousuf (9020)
Umme Abiha Maaz (9218)
Zeeshan Valliani (12543)
6
7. Social Marketing Proposal
BACKGROUND
Transgender is a general term applied to a variety of individuals, behaviors, and groups
involving tendencies to vary from culturally conventional gender roles. Neither male nor
female, these Transgenders (Hijras) are treated with disrespect and are denied many of
their basic human rights. They face discrimination and harassment in the workplace and
are not found in any respectable positions in Pakistani society, rather found begging and
dancing at weddings or indulging in prostitution. They are subjected to jeering, cat calls
and public ridicule. With no education or employment they have no hope for a better
more dignified future.
Violence against transgenders, especially hijra sex workers, is often brutal, and occurs in
public spaces, police stations, prisons, and their homes. As with transgender people in
most of the world, they face extreme discrimination in health, housing, education,
employment, immigration, law, and any bureaucracy that is unable to place them into
male or female gender categories.
Denied legal and social justice, transgenders take on a magical persona that inspires fear and
sometimes respect from mainstream society. Hijras perform religious ceremonies at
weddings and at the birth of male babies, involving music, singing, and sexually
suggestive dancing. These are intended to bring good luck and fertility. Recently, the
government has recognized their plight and has taken legal actions. The apex court ruled
that the transgenders have the right over family inheritance. The apex court ordered that
equal rights should be given to the transgenders in all the fields of life including
education and employment in a dignified manner.
They are also human and are entitled to respect and rights that is essential for very human
being. Is there any chance that can a norm functioning adults in the society? Can they
have quality education and seek employment or are they forever condemned to be beg
and roam streets and be a source of degradable entertainment?
To tackle, this social marketing plan aim to educate masses and employers to make their
workplace more transgender friendly. The concentration on ‘friendly’ is to highlight the
importance of going beyond antidiscrimination and harassment policies and create a
culture that enables people to be open about their sexual orientation and gender identity.
We will also facilitate employers that make their workplaces more transgender friendly. As
such, it focused on facilitators (including business benefits) and barriers to employer
action, rather than on transgender policies and practices. It lists specialist NGOs ready to
provide support to our initiative.
7
8. Social Marketing Proposal
PURPOSE
There are at least 80,000 such individuals nation-wide who are treated as social
outcasts in the Pakistani society. Most of Pakistan’s eunuch and transsexual
community are mocked, pitied and shunned by society, their life marred by
hardships and sufferings.
The purpose of our campaign would be to help reduce their suffering by making the
transgenders themselves and the people accept them as a part of the society. This
however would take time because of the mindset that the transgenders are a
public indecency and do not deserve the same treatment as other people. Thus it
would be our aim help make a place for transgenders in the society so that they
are not ridiculed about something that is beyond their control and have
respectable positions where they earn and do not need to resort to begging and/or
prostitution to survive and make a living.
FOCUS
Our social marketing plan is about making people believe that yes transgenders can
easily form a part of our society and can contribute to it in a larger and more efficient
manner. Thus everyone needs to be educated about this and education starts from
schools and university. Holding seminars and workshops in universities and
promoting the education of transgenders would help in achieving this goal. We aim
to:
• Develop a fair and flexible labor market for transgenders
• Provide employment opportunities to transgenders
• Change Culture & Attitudes of people towards transgenders
• Opening up public spaces and empowering individuals and communities
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9. Social Marketing Proposal
SITUATIONAL ANALYSIS
Micro Environment
The micro environment includes the internal factors such as:
Resource
Funds and grants will be provided by our partners and government as well as foreign groups
who are interested in our social marketing plan. Monitoring and feedback is essential which
requires time and dedication of our staff. Doctors and psychologist who are experts in the
field of behavioral sciences that could help us in teaching eunuchs of their own self-worth and
help us in spreading awareness amongst the people.
Service delivery
Our first stitching and handicrafts department would be developed in Korangi, as this area is
closer to their community and with the success after getting positive response from eunuchs
and society we will further develop more units so that eunuchs from different areas can work
as labors and earn respectful wages. The training to skill them in stitching garments and
making handicrafts would also be provided there only.
Management Support
We have full management support in this project, and they have already been briefed about it.
Issue Priority
The social issue that our plan is addressing is of top priority for the organization because our
main objective is to work for human rights and every human being living in a society has to
be treated equally because each and every one of us have equal rights. We will be facing the
issue of “support from the society” as eunuchs are the neglected part of our society.
Current alliances and partners
Our partners include International Gays and Lesbians Human Rights Foundation, The Aman
Foundation, Hashoo Foundation, Bill Gates Foundation and Pakistan Poverty Alleviation
Fund/
Macro Environment
The macro environment contains the following external factors that could affect the
desired behavior:
Political/ Legal Forces
This year, laws have been enforced to collect the details of transgenders and issue
them NIC so that they could register themselves and get their voting rights being the
citizen of Pakistan. The apex court also ruled that the transgender also have the right
over family inheritance and even declared that no one can deprive them from their
right to their inheritance.
The apex court ordered that equal rights should be given to the transgenders in all the
fields of life including education and employment in a dignified manner and directed
the authorities to send copies of the court order to federal and provincial governments
and also directed strict implementation of the order.
Thus the political and legal scenario is in favor of our cause.
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10. Social Marketing Proposal
Economic Forces
High inflation and interest rate would affect us in having resources required for the
desired behavior in developing Transgenders’ future. Low economy and higher
unemployment rate here in Pakistan force our target audience to beg rather than
earning though any work.
Social and cultural Forces
Societal negligence and hash treatment by others, forces transgenders to remain
within their lifestyle and due to this they feel discouraged and resist changing in a
positive manner. Also the transgenders have formed a community of their own and do
not want to venture out of their comfort zone.
Technological Forces
Easy to use sewing and cutting machines and tools will help transgenders learn the
skills and will help them to operate it easily.
External publics
Our new potential partners could be other NGOs like the IGLHRF and we could even
take religious groups on board and partner with them.
SWOT ANALYSIS
STRENGTHS
• Motivated and dedicated staff
• Corporate social responsibility
• Our partners
WEAKNESSES
• Extremely difficult to persuade target audience for change.
• Limited funds
OPPORTUNITIES
• Collaboration with other NGO
• Go for more global funds for Transgender Equality
THREATS
• Unwillingness of people to accept transgenders
• Existing discriminatory laws & policies
10
11. Social Marketing Proposal
OBJECTIVES & GOALS
Knowledge objective
Primary: Raising awareness on treating transgenders as normal human beings in the
society
Secondary: Provide support to transgender community and facilitating fair and
flexible labour market providing equal opportunities to transgenders.
Belief objective
Acceptance of transgenders as normal human beings in the society through education,
skills development and providing them employment, that will eventually benefit our
society.
Behavior objective
Primary: People should consider transgenders as part of the society and normal
human beings.
Secondary: People should support workplaces that are transgender friendly and
provide them with equal treatment and opportunities.
GOALS
Following are the main goals of this program:
• Mass awareness about transgenders through television, newspaper and
magazine ads, articles etc
• Establishment of laws for protection of transgender civil rights
• Repeal laws and policies discriminating transgender and gender variant
individuals
• Support employers providing equal opportunities to transgenders
• Provide training through specialized Skills development programs
• Creating employment opportunities for transgenders
• Establishment of factory providing employment to transgenders
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12. Social Marketing Proposal
TARGET AUDIENCE
Our target market is categorized into two that is primary target market and secondary
target market. The primary audience are transgenders because our main social issue is
focusing on the development of transgenders and giving them a respectable place in
the society. The transgenders themselves think of transgenders as a part of the
workforce and not as providers of cheap entertainment for others.
Our secondary target market includes our society as a whole because whatever our
steps are, it wouldn’t be completed without the support from our society, and we have
to change their mindset and perception regarding transgenders.
PRIMARY TARGET MARKET – TRANSGENDERS THEMSELVES
VARIABLE SAMPLE CLASSIFICATION
Geographic
Country Pakistan
City Karachi
Density Urban
DEMOGRAPHICS
Gender Transgender
Age 15 – 55 years
Occupation Beggars, prostitutes
Religion Islam, Christianity, Hinduism and any
other
PSYCHOGRAPHICS
Social class Lower-lower
Life style Hopeless
Personality Low self esteem
BEHAVIORAL
Attitude towards service Positive
SECONDARY TARGET MARKET - SOCIETY
VARIABLE SAMPLE CLASSIFICATION
Geographic
Country Pakistan
City Karachi
Density Urban
DEMOGRAPHICS
Gender Male & Female
Age 22 onwards
Occupation Households, professionals etc
Religion Islam, Christianity, Hinduism and any other
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13. Social Marketing Proposal
PSYCHOGRAPHICS
Social class Middle, Upper middle & Upper class
Life style Achievers and strivers
Personality Optimistic, ambitious
BEHAVIORAL
Attitude towards service Not readily acceptable but appreciated
STAGES OF CHANGE
The stages of change model consists of six stages, each having different level of
changing the behavior. In our plan the desired behavior that we want eunuch and
society to adopt is basically in between the 3rd and the 4th stage that is preparation and
action.
“Most people in the Preparation stage are (now) planning to take action and are
making the final adjustments before they begin to change their behavior.” While “the
action stage is one in which people most overtly modify their behavior and their
surroundings.”
We say this because the government has already made laws so that the transgenders
are not discriminate against to see that the transgenders are treated with respect. Also,
the transgenders themselves are also taking actions, entering the job markets and
educating themselves.
On the other hand however there are still people who do not participate in it and are
stuck to the old ways, including transgenders who still think that begging and dancing
is the only way they can make a living.
BENEFITS, BARRIERS & COMPETITION
Benefit
For transgenders, perceived benefits are:
• Human Resourcing: easier recruitment; improved morale, commitment,
motivation, reduced stress, reduced absence/sickness, better employee
relations, higher retention and, ultimately, increased efficiency, productivity
and customer service;
• Avoidance of tribunal costs and damage to reputation
Barrier
The main barriers to transgender action identified are:
• Lack of support from the family
• Employers’ own nervousness about the issue;
• Belief that no action was necessary as the organization was already fair;
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14. Social Marketing Proposal
• Lack of knowledge about what to do;
• Anticipated objections from employees (these were sometimes realized); and
• Prioritizing other equality strands, since these were seen as more cost effective
• Lack of perceived need (due to the small size of the trans population and lack
of any recognized trans employees);
• Lack of knowledge of gender identity issues, legal requirements and
appropriate actions; and
• Hostility and fear towards transgender people generally, both from
management and staff.
Competition
The competition to transgender action is identified as:
• Begging: Due to negligence by the society they are left with no choice but to
beg. Therefore the begging (preferred behavior over the desired behavior) is
acting as our competitor.
POSITIONING STATEMENT
“We aim to change all public and private discrimination
against transgender in various areas such as health care,
employment, housing, public accommodation and education by
behavior change through skill development program and by
lobbying policy makers to create laws that protect the civil
rights of transgender and repeal laws and policies that
discriminate transgender and gender variant individuals”.
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15. Social Marketing Proposal
MARKETING MIX
Product
Core: Changing the behavior of how the eunuchs are viewed and treated by society
and how they view their own selves by making them productive rather than begging
and prostitution.
Actual: Initially get trained by us and work in the factory to earn a wage instead of
salary and also try to find jobs off their own. Try people to accept them in society
through awareness programs.
Augmented: By providing them employment and education. Distribution of thought
provoking pamphlets as well as holding seminars, writing blogs and speaker sessions
where transgenders could speak about their problems. Having a website dedicated to
them to help people understand and create awareness. A television documentary to
support their cause would also be helpful to create awareness amongst the masses.
Price
Transgenders who are willing to work would have to face criticism from their
communities and surrounding which would demotivate and create doubts in them to
work. They would face resistance, jeering and ridicule from the society in general
which would make them doubt their own self-worth.
Place
The first stitching department would be setup in Korangi and with its success and
performance more units would be installed in different area where the eunuchs would
receive training and then jobs also. We would diversify and try to get them placed in
other companies too.
Promotion
It would be done through leaflets, newspapers, word of mouth; NGO’s, door to door
calls in areas where eunuchs are living and through meetings with the leaders of
Eunuchs supports programs usually the eunuchs have an elder who they respect
reverently and follow. If that person is on borad the program would be easier to
implement. To create awareness about our campaign we will also use TV as a
medium for our tvc of the campaign as it is the medium that has the most reach.
We can also use celebrities who urge people to treat these people with respect and
give them their rights and accept them as a part of the spciety. We can use the tagline
‘yeh hum mein se hain, inhain apna samjhein’ - this reflects the that we want people
to accept them as members of our society.
Partnership
Our partners would be people who have similar aims such as International Gays and
Lesbians Human Rights Foundation etc
Policy
Chief Justice Iftikhar Mohammad Chaudhry and Justice Khilji Arif Hussain, issuing
the order, directed the ECP “to collect the details of eunuchs from the social welfare
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16. Social Marketing Proposal
departments of the provinces where they are registered and take steps to register them
as voters”.
Purse string
Our donors would be:
• International Gays and Lesbians Human Rights Foundation
• The Aman Foundation
• Hashoo Foundation
• Bill Gates Foundation
• Pakistan Poverty Alleviation Fund
MONITORING & EVALUATION
Output Measures
For measuring our output we will place offices in areas were the transgenders live. As
most of them live in the same area, placing small offices near there would be more
easily reachable. These offices would have our representatives who will hear and
complaints by the transgenders who are not given their rights so that a legal action can
be taken against such people.
Thus we would also be able to evaluate if the campaign’s success by the number of
complaints lodged. This office would also keep track of the workers and their work so
that are up to par and of good quality, proving the transgenders training where they
need it.
For this, we will however need to take the policy makers and the government on
board for the leal activities and help the transgenders will need for justice.
Moreover we would also measure the reach through our Facebook page and website
with frequency which would show the increase/the rate of awareness of the campaign.
Outcome Measures
For Outcome measurements we will be looking into Changes in Behavior and
Changes in Awareness.
For changes in behavior we will be measuring that out of total 80,000 transgenders
living in Karachi, how many have stopped indulging in degrading activities like
begging and prostitution. Plus we will also monitor the transgenders coming to our
organization for training, studies etc. and check their progress in learning and
lifestyle.
For measuring the awareness we will be calculating the visits of our Facebook page
per week/per month. We will also be monitoring our phone lines where people will be
calling for further information or assistance.
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17. Social Marketing Proposal
Impact
For the impact, we will be measuring the total number of transgenders that started
working at the end of each year due to the training/studies provided by us. However
this number might not be large enough as some employers might not believe in it.
Thus we would also check the complaints and the number of transgenders who come
to seek help from our offices. We will also be taking into account the satisfaction
level of work (feedback from employers).
Transparency
We will give utmost importance to the transparency in all our processes. All are
expenses will be audited by renowned international auditors, we will also publish
Monthly and Annual reports of all our expenses with pictures of our activities that
will be mail post to all our donors. A dedicated committee in administration will
ensure the usage of funds are done in transparent manner and that vendors are selected
on merit.
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18. Social Marketing Proposal
BUDGETING
Initial Investment for Garment Factory
Units Per Unit Cost Total Cost
Machinery
Textile Machinery 50 35,000 850,000
Furniture
Chairs 120 450 54000
Tables 55 1900 104,500
Irons 6 5865 35,190
Scissors 50 200 10,000
Trainers 10 15000 150,000
Material Cost on Training 38,000
Rent per month 38,000
Electricity per month 40,000
Salary (Stipends)
Sewing 50 10,000 500,000
Cutting 30 8,000 240,000
Packaging 20 7,000 140,000
Total Production Department (Training + Investment) 2059,690
* 1st month figures training + investment
Garment Factory Budget (After 1st month training & investment)
(Sewing, Cutting & Packaging)
Units Per Unit Cost Total Cost
Rent per month 38,000
Electricity per month 40,000
Salary (Stipends)
Sewing 50 12,000 600,000
Cutting 30 10,000 300,000
Packaging 20 8,000 160,000
Production Department Cost 1018,000
Marketing Budget
Quantity Price/qty Total Price
Website Design & Development 50,000
Social Media Marketing 50,000
Road Show 100,000
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19. Social Marketing Proposal
Pamphlet 20,000 5 100,000
Monthly Report 80 100 8,000
Monthly eNewsletter 2,000
Total Marketing Cost 400,000
Administrative Costs (Per Month)
Human Resource 60,000
Marketing 400,000
Finance 40,000
Utilities 80.000
Miscellaneous Expenses 50,000
Total 630,000
Funding from Sponsors (Per Month)
The International Gays and Lesbians Human Rights Foundation 306,0000
Aman Fund 400,000
Hashoo Foundation 400,000
Bill Gates Foundation 40,000
Pakistan Poverty Alleviation Fund 40,000
Total Funding 1186,000
Total Costs 164,8000
Savings + 462,000
IMPLEMENTATION
The transgender equality action plan demonstrates our commitment towards
improving equality for transgender people in all aspects of their lives. We will work
with Lesbian, Gay, Bisexual and Transgender to let people know their views and
insights on the problems they face in the society. We will provide them training and
will set out the framework for Government and Donors to act as a leader and catalyst
for change, taking the first steps to advance transgender equality.
In line with the Sponsor’s commitment to transparency and accountability, we are
committed to provide training to transgenders in different skills every quarter so they
can be a part of the workplace environment. Apart from the training we will work
with government, businesses and society at large for behavior change, these include
marketing – television ads, newspaper ads and lobbying for transgender rights in the
National parliament.
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20. Social Marketing Proposal
REFERENCES
1. Hilary Metcalf and Heather Rolfe, Barriers to employers in developing lesbian, gay,
bisexual and transgender friendly workplaces,
http://www.homeoffice.gov.uk/publications/equalities/research/LGBT-barriers-
equality-workplace/LGBT-equality-workplace?view=Binary, March 2011, data
viewed: December 2012
2. Qamar Zaman, Ensuring equality: Transgenders equal citizens of Pakistan, rules SC
http://tribune.com.pk/story/442516/ensuring-equality-transgenders-equal-citizens-of-
pakistan-rules-sc, September 2012, data retrieved: December 2012
3. Lauren Frayer, Pakistan's Transgenders In A Category Of Their Own
http://www.npr.org/2012/09/03/160496712/pakistans-transgenders-in-a-category-of-
their-own, September 2012, data retrieved: December 2012
4. Junaid Kelkar, Eunuchs, Social Marketing Plan, data retrieved: December 2012
5. Transgender, Wikipedia, http://en.wikipedia.org/wiki/Transgender, data retrieved:
December 2012
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