Social Marketing Proposal


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Social Marketing Proposal

  1. 1. By: Laraib Yousuf (9020) Umme Abiha Maaz (9218) Zeeshan Valliani (12543)
  2. 2.  Transgender is a general term applied to a variety of individuals, behaviors, and groups involving tendencies to vary from culturally conventional gender roles.
  3. 3.  Transgenders are treated with disrespect and are denied many of their basic human rights  They face discrimination and harassment in the workplace  Violence against transgenders, especially hijra sex workers, is often brutal, and occurs in public spaces, police stations, prisons, and their homes  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.
  4. 4.  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.
  5. 5.  To help reduce their suffering by making the transgenders themselves and the people accept them as a part of the society  Current mindset is that the transgenders are a public indecency and do not deserve the same treatment as other people  Our aim is to 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.
  6. 6.  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
  7. 7. MICRO ENVIRONMENT  Resource: Funds and grants will be provided by our partners  Service delivery: Our first stitching and handicrafts factory 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  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 transgenders are the neglected part of our society.  Current alliances and partners: Our partners include IGLHRF, The Aman Foundation, Hashoo Foundation, Bill Gates Foundation and Pakistan Poverty Alleviation Fund.
  8. 8. MACRO ENVIRONMENT  Political/ Legal Forces: This year, 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.  Economic Forces: High inflation and interest rate would affect us in having resources required for the desired behavior  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.  Technological Forces: Latest technologies such as remote trainings will help us in the program  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.
  9. 9. 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. 10. 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.
  11. 11. 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
  12. 12. Transgenders  Geographic Pakistan, Karachi, Urban  Demographic Transgender, 15-55yrs of age, beggars & prostitutes, different religious backgrounds  Psychographic Lower class, Hopeless, Lower Self Esteem  Behavioral Positive  Geographic Pakistan, Karachi, Urban  Demographic Male/Femals, 22+, Households & professionals, different religions  Psychographic Middle & Upper Classes, Achiever & Strivers, Optimistic & Ambitious  Behavioral Not readily acceptable but appreciated Government & Society
  13. 13. Barriers  Lack of support from the family  Employers’ own nervousness about the issue;  Belief that no action was necessary as the organization was already fair;  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.
  14. 14. Benefits  Human Resourcing: easier recruitment; improved morale, commitment, moti vation, 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 Competition  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.
  15. 15. “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”.
  16. 16. 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
  17. 17. 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 factory 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 and TV  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 society.
  18. 18. 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 transgenders from the social welfare departments of the provinces where they are registered and take steps to register them as voters”. Purse string  Our donors would be:  The Aman Foundation  Hashoo Foundation  Bill Gates Foundation  International Gays and Lesbians Human Rights Foundation (IGLHRF)  Pakistan Poverty Alleviation Fund
  19. 19. Output Measures  Number of complaints lodged  Number of Facebook page likes and website visitors to know awareness about the campaign  Number of Brochures distributes  Number of people registered for our skills development programs Outcome Measures  Number of transgenders stopped begging and prostitution.  Number of transgenders completed our skills development training Impact  Measuring the total number of transgenders that started working at the end of each year due to the training/studies provided by us.  Number of complaints resolved  Employers satisfaction level with transgenders
  20. 20. Administrative Costs (Per Month) Human Resource 60,000 Marketing 400,000 Finance 40,000 Utilities 80.000 Miscellaneous Expenses 50,000 Total 630,000
  21. 21. Marketing Budget Quantity Price/qty Total Price Website Design & Development 50,000 Social Media Marketing 50,000 Road Show 100,000 Pamphlet 20,000 5 100,000 Monthly Report 80 100 8,000 Monthly eNewsletter 2,000 Total Marketing Cost 400,000
  22. 22. 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) * 1st month figures training + investment 2059,690
  23. 23. 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
  24. 24.  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.