Social Marketing Social marketing is defined as "the design, implementation and control of programs aimed at increasing the acceptability of a social idea or practice in one or more group of target adopters.

1. Social Marketing & Behaviour Change
Communication
Dwarika Prasad Uniyal & Suren Sista

2. What is Marketing in Conventional Sense?
• Rooted in a Context
• Creating Value
• Delivering Value
• Capturing Value
• Sustaining Value
• Impacts Society
• Customer Centricity / Focus
• Product/Service/Social Idea
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3. Social Marketing
Social marketing is defined as "the design, implementation and control
of programs aimed at increasing the acceptability of a social idea or
practice in one or more group of target adopters.
Involves partnerships with civil society organizations (often in lead
roles) to develop policy, message, and outreach to promote
behavioural change
Social marketing aims to ‘reach’ one or a number of target groups in
order to initiate and effect changes in their ideas and behavior.
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4. Role of Social Marketing is to effect intended
Behaviour Change
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5. What is Behaviour Change Communication?
• Behavior change communication (BCC) is an interactive process of
any intervention with individuals, communities and/or societies (as
integrated with an overall program) to
develop communication strategies to promote positive behaviors
which are appropriate to their settings. This in turn provides a
supportive environment which will enable people to initiate, sustain
and maintain positive and desirable behavior outcomes.
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6. What is Behaviour Change Communication?
• Behavior change communication (BCC) is
• interactive process of any intervention
• with individuals, communities and/or societies (as integrated with
an overall program)
• to develop communication strategies
• to promote positive behaviors which are appropriate to their
settings.
• This in turn provides a supportive environment
• which will enable people to initiate, sustain and maintain positive
and desirable behavior outcomes
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7. Components of Social Marketing Campaigns (BCC)
1. Define a target audience
2. Get the attention of the “audience”
3. Present a problem or danger and establish its salience to the audience
4. Frame responsibility (and sometimes blame)
5. Motivate them to act by showing that their actions can make a
difference
6. Outline specific actions that can be taken to address the problem
(admonitions)
7. Maximize campaign impact through choice of medium and timing
8. Develop partnerships
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9. Levels of Behaviour Change
Individual Level
Community/Society Level
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10. Barriers to Behavioral Change
• Information and cognition problems
• Attitudes and beliefs problems
• Peer effect problems
• Incentive problems
• Monitoring problems
• Enforcement problems
• Resource problems
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11. Theory of Change Model
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12. EXERCISE (To be done by each participant)
• List (one or more) social issue(s) that you consider as important
• Use the learning from these sessions to frame an appropriate strategy
to tackle the issue(s)
• Use the Theory of Change model to enumerate what your
expectations are from the strategy for the problem for the issue(s)
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13. Additional Readings
• Those interested may want to refer to the reading,
MacFadyen L, Stead M & Hastings G (1999) SOCIAL MARKETING. In Baker MJ
(ed.). The Marketing Book, Fourth ed., Oxford, UK: Butterworth Heinemann, pp.
562-592.
• A concise version by the same authors titled "A Synopsis of Social
Marketing" is available at the link,
http://sswm.info/sites/default/files/reference_attachments/MACFADYEN%201
999%20A%20Synopsis%20of%20Social%20Marketing.pdf
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14. Thank You