Is about applying marketing and advertising principles to promote health and social issues and bringing about positive behaviour change

1. Social Advertising

2. Is about applying marketing and advertising
principles to promote health and social
issues and bringing about
positive behaviour change

3. Some of the issues discussed through
Social Advertising campaigns
• Female Foeticide
• Blood Donation
• Importance of Going to School
• AIDS Awareness
• Use of Condoms
• Right To Vote
• Save Electricity, Save the Planet for Our Children
• Polio Eradication
• Eve Teasing
• Anti Smoking Campaign
• Respect for National Anthem
• Family Planning
• National Integration

11. • When it comes to effective Social
Advertising, it is essential to keep the target
audience in mind while creating the
message.
• A thorough understanding of the target
group further improves the impact of the
message being delivered.

12. • Social Advertisements should carry a short
message which is to the point.
• Such messages can be dramatic and should
ideally stand out from the clutter of all other
advertisement

13. • Social advertising by commercial brands
has been one of the ways for brands to
increase their stature and strengthen their
brand proposition.

14. • Tata Tea - the ‘Jaago Re’ campaign
• Campaign ‘Walk While You Talk’ -
created a buzz among the audiences.

15. • Tata Tea’s new campaign, which is yet to go air,
has taken up the issue of corruption this time.
Conceptualised on the lines of — ‘Be the Change
you Seek’ - the campaign urges citizens to fight
against corruption
• Center Fresh, took an already existing brand
proposition – ‘Zubaan pe Lagaam’, to another
level when it launched a tongue-in-cheek
campaign showing public servants, doctors and
policemen talking too much, but not doing any
actual work.

16. Social Responsibility
• SR of a company can be classified as level
1 and level 2
• Level 1- include SR in their business
philosophy
• Level 2 – sponsor messages that are aimed
at promoting a social cause