Transcript UNDERSTANDING SOCIAL MARKETING

UNDERSTANDING
SOCIAL MARKETING
Minggu 1
Content
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The Nature and Role of Social
Campaigns to Change Public
Behavior
The Social Marketing Approach to
Social Change
Social Marketing Research
The Nature and Role of Social Campaigns
to Change Public Behavior
Social Problems
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ILLITERACY
DRUG AND ALCOHOL ABUSE
TEENAGE PREGNANCY
SPREAD OF AIDS
POOR NUTRITION
Seringkali Kampanye sosial
digunakan untuk mengubah sikap
dan perilaku masyarakat.
Example:
“Designated Driver” concept (1989)
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National media campains against drunk
driving
Unique alliance: The Harvard School of
Public Health, Hollywood, Madison Avenue,
and broadcast network.
The project goal: to change American
social norms regarding drinking and
driving and thereby reduce alcohol-related
traffic deaths.
The project was impressed by striking
concept of Scandinavian practices
Example:
“Designated Driver” concept (1989)
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When a Swede drive to a party and is
offered an alcoholic beverage  “No
thanks, I’m driving”.
When a Swedish couple goes out for the
evening  “Who’s driving tonight?
The implications are clear 
“The designated driver doesn’t drink”.
Example:
“Designated Driver” concept (1989)
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In contrast, American norm is to drink and
drive
By the time American teenagers, a
majority say they have been a passenger
when the driver was drunk.
On weekend night after 10.00 PM, over
8% of drivers on US road are impaired by
alcohol.
If current trend continue, > 1million
American will die in alcohol related
crashes.
History of social change campaigns
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Ancient Greece and Rome  free the
slaves
England: during the Industrial Revolution
abolish debtor prisons, grant voting right
to women, abolish child labor.
In recent time : social change campaigns
have focused on health reforms
(antismoking, the prvention of drug
abuse, nutrition and physical fitness
Focus in recent time
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health reforms : antismoking, the prevention of
drug abuse, nutrition and physical fitness.
Environmental reforms : safer water, clean air,
the preservation of national parks and forest,
protection of wildlife refuges.
Educational reform : increase adult literacy,
improve public schools, raise student’s test
scores in science and math.
Economic reform : industrial cities, boost job skill
and training, attract foreign investors)
More effective in Sweden
Program to raise a nation of nonsmokers
Include:
 Intensive antismoking education in
schools and maternity clinics
 Restrictions on cigarette advertising
 High cigarette taxes
 Bans on smoking in public places
 Full-services clinics to assist people who
want to stop smoking
Developing Countries (Philippines, Indonesia, china)
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To inoculate children against viruses
To make widespread the use of oral
rehydration therapies
To promote family planning
Literacy
Healthful diets
di Indonesia
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Program KB (sangat gencar saat Orba)
Kesehatan Balita (didukung Posyandu)
Sejak 2000 : Gender Mainstreaming
(Pengarusutamaan Gender = PUG)
Mulai: kampanye bahaya merokok (Mulai
didukung Perda, aturan iklan rokok, dll)
Himbauan penghematan air, tidak
mencemari lingkungan, menanam pohon
dll.
Definition
Social change campaign is an
organized effort conducted by one
group (the change agent) which
intends to persuade others (the
target adopters) to accept, modify,
or abandon certain ideas, attitudes,
practices, and behavior.
Failure factors of social change campaigns
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A hard core of “chronic know-nothings”
The likelihood of individual responding to
new information
People tend to avoid disagreeable
information
People will read different things into
information they receive, depending on
their beliefs and values.
Several factors that dilute media impact :
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Audience factors : apathy, defensiveness and
cognitive ineptness
Message factors : message that do not convey
real motivating benefits to citizens in an
attention-getting way
Media factors : failure to use appropriate
media vehicles at the proper time or in
effective ways
Response-mechanism factors : failure to
provide receptive, motivated citizens with an
easy way to respond positively to a
campaign’s objectives.
Condition Associated with Social Campaign
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Monopolization (no message that are
contrary)
Canalization (to channel the existing
attitude – preexisting attitudes are
easier to reinforce than to change)
Supplementation (mass mediaoriented communication is
supplemented by face-to-face
communication).
Success factors from the targeted adopters
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The force (intensity of person’s motivation
toward a goal)
The direction (knowledge of how and
where to respond positively)
The mechanism (the existence of agency,
office, outlet)
Adequacy and compatibility (the ability
and effectiveness of agency in performing
its task)
Distance (an individual’s estimate of the
energy and cost to change an attitude or
behavior)
The core elements
in a social change campaign
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Cause
Change Agent
Target Adopters
Channels
Change Strategy