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Dawn special report: Predators in the workplace – Pakistan – DAWN … – DAWN.com

Did an American NGO ignore multiple complaints of sexual harassment at its Pakistan office?

KARACHI: Dr Saima Nadeem* was in a meeting with three colleagues, all men, when she says that one of them her boss asked her an extremely offensive, sexually explicit question. While the other two men snickered, she flushed with embarrassment. According to her, this was far from an isolated incident, that she would be repeatedly called into his office and asked indecent and intolerable questions of a sexual nature.

Another doctor at the same organisation, Anisa Hasan*, in a sworn affidavit spoke of sexual innuendo and harassment at the hands of her boss. I was also threatened with a transfer to Multan due to my reluctance [to have] social contact outside the office. The transfer threat was made knowing I was a single mother and dependent on my family for child support.

This is but the tip of the iceberg in what appears to be a shocking years-long saga of workplace sexual harassment that has left a trail of shattered lives in its wake.

The alleged perpetrator is a senior executive of DKT International, an INGO headquartered in the US, and, according to at least five of its female employees in Pakistan, the companys American management showed utter indifference to their complaints.

The women claim that the former country director of DKT Pakistan, Dawar Warraich, carried out a sustained campaign of sexual harassment that began soon after he took up the position in late 2015. Three of the alleged victims have filed sworn affidavits detailing what they went through; two have sent him legal notices; and at least one has taken him to court.

They say the ordeal destroyed their mental peace and for some, led to permanent adverse effects on their personal and professional lives.

A workplace free of sexual harassment is a vital aspect of the long battle for gender parity. In a patriarchal society like Pakistan, the fear of victim-blaming and character assassination inhibits many individuals from taking action against their harassers.

Nevertheless, with increasing numbers of women joining the workforce, many are refusing to be subjected to sexist and degrading treatment at their place of employment. Each one of them who breaks the silence strikes a blow for equality.

Did an American NGO ignore multiple complaints of sexual harassment at its Pakistan office?

Protection of Women from Sexual Harassment at the Workplace Act 2010 requires every organisation to set up a three-member enquiry committee including at least one woman to investigate complaints of harassment and also provides for the establishment of ombudspersons at the federal and provincial levels to hear complaints. According to the latest annual report of the Federal Ombudsperson Secretariat for Prevention of Sexual Harassment, only 84 cases were registered from 2010 till 2013, while 398 cases were filed between 2013 and 2018. Between 2019 and 2022, however, 5,008 cases of sexual harassment were registered; a vast majority involve female victims.

"A few cases under the Act have made their way up to the high courts and even the Supreme Court, says lawyer Sara Malkani. However, implementation is still gradual and there are many organisations that dont have enquiry committees, and even when they do, we see that they arent hearing cases with the sensitivity and professionalism that is required."

In the West, particularly the US, the #MeToo movement sparked by allegations of sexual harassment and/or rape against former Hollywood mogul Harvey Weinstein who has since been convicted and sentenced to 39 years behind bars set off ripples around the globe.

That makes the conduct of an American NGO like DKT International all the more questionable. As Dr Saima put it: Was #MeToo only meant to empower American women? Do Pakistani women not deserve protection from sexual harassment? Why did DKTs head office not lift a finger to help us?

Founded in 1989, DKT International, according to its website is one of the largest private providers of family planning products in the world Five of the 10 largest contraceptive social marketing programmes in the world are DKT programmes.

DKT has offices in 24 countries across Asia, Africa and South America, with a sales presence in 60 countries. Its Pakistan programme launched in 2012 and by now has 1,200 plus health care clinics all over the country offering a range of contraceptive services.

Among DKT Internationals donors are governments, foundations and other organisations. These include, among others, the Bill & Melinda Gates Foundation; the UK governments Foreign, Commonwealth and Development Office; the United Nations Population Fund; and the Swedish International Development Agency.

How ironic then that at the Pakistan chapter of an organisation that counts women as its core clientele and where women play a critical role in providing services, multiple accusations of sexual harassment were not taken seriously by its American management. Incidentally, the complainants accusations were also backed by several of their male colleagues in emails to the DKT International head office.

When she made it clear that she would not give him what he wanted, the country director without any rationale had her transferred to Lahore. The legal notice sent on her behalf to DKT says that he was aware that our client was vulnerable as she, a self-supporting woman, had escaped Lahore with her children to keep a distance from her emotionally abusive husband. As a consequence of the vindictive transfer she lost custody of her children to her estranged spouse.

As per documents in Dawns possession, DKT International President and CEO Chris Purdy was first intimated about Mr Warraichs behaviour by email on May 3, 2016. Hadiya Rafiq*, a young woman who former colleagues described as a rising star at DKT, alleged that in late 2015 she was subjected to extremely inappropriate behaviour by Mr Warraich while on the way to an appointment. I was both shocked and frightened .

She said she reported the matter to the previous country head whom she saw as a mentor. Unfortunately, she said, the latter informed Mr Warraich, after which I found myself completely sidelined. My ideas were mocked, my work dismissed out of hand and I was constantly berated in the presence of other colleagues. I spent hours playing computer games in the months before I left. She says she never heard back from Mr Purdy.

This, say the complainants, appears to have been a pattern silence from the company CEO and a campaign of sustained bullying and intimidation by Mr Warraich, with assistance from some DKT employees. Dr Anisa in her affidavit dated Oct 25, 2021 said that on the advice of sympathetic colleagues, she tried to stay out of his way by conducting health camps outside the office but he soon began to turn up there as well.

A hostile atmosphere was created at work. On three occasions starting from February 2017, I was held against my wishes in a room where three men interrogated, shouted and bullied me for more than five hours. This was after office hours and no female was present. Mr Warraich was allegedly present on two of those occasions.

Another female doctor also claimed she was made to stay back at the office till 11.30 pm, hours after a regular workday, long after other female employees had gone. Further, it is alleged in the legal notice sent by her lawyers that Mr Warraich would enforce upon her to be dropped back home by one of her male colleagues whereas she would normally be picked up by her brother. [T]his reflected badly upon [her] reputation as she was being dropped home late at night by different men each day .

According to her, when she made it clear that she would not give him what he wanted, Mr Warraich without any rationale had her transferred to Lahore which left her no choice but to drop out of the MBA course she was pursuing in Karachi on the weekends and which she had nearly completed.

The legal notice sent on her behalf to DKT says that Mr Warraich was aware that our client was vulnerable as she, a self-supporting woman, had escaped Lahore with her children to keep a distance from her emotionally abusive husband. As a consequence of the vindictive transfer she lost custody of her children to her estranged spouse who belongs to an influential family. During that forced posting that lasted three years, she says she was given no work, received no increments or promotions, rendering her career stagnant.

According to the complainants, Mr Warraichs campaign of persecution did not stop even after the women, having found no other recourse, left DKT to work elsewhere. Consider Dr Anisas case. In April 2017, after she joined Marie Stopes, another reproductive health INGO. During her probation period, she was informed by its management that they had received a written complaint from DKT saying she had been terminated from DKT due to corruption. She was asked to resign from her new job.

I sent an email and several reminders to Mr Dawar asking him to clarify his position in writing to MSS but he never bothered to reply. His HR denied writing such a letter but refused to put this in writing . It was ALSO made public by innuendo and verbal means that I was corrupt. I wrote to DKT International [on May 1, 2017] but received no reply. I took my case to HRCP but then did not pursue that further as I was made aware that to do so meant vilification and career ruin in future too.

As a single mother I could not afford this. Ultimately, because she could not get the required clearance from DKT, Marie Stopes did not retain her. The ordeal has taken an enormous toll on Dr Anisas mental health, say former colleagues. According to one of them, She was an extremely confident woman, but when I met her recently I was shocked to see her reduced to a shadow of her former self.

In response to Dawns questions, DKT International President and CEO Purdy stated: DKT strongly denies the allegations levelled by various persons and has yet to see any concrete evidence to support them. He said it is incorrect to suggest that no inquiry or investigation took place and that DKTs internal auditor reached out and made himself available to the complainants but none of them came forward and no evidence was provided.

As per the complainants, no internal auditor made any effort to contact them. (One of them told Dawn, Ive never even heard of such an individual.) This appears to be corroborated by the executive who succeeded Mr Warraich as country director. His email response to Dawn appears later in this report.

Dawn also wrote back to Mr Purdy to ask for evidence that the internal auditor had reached out and made himself available to the complainants, but received no response.

The case of Dr Maheen Bashir* is somewhat different. She was not a DKT employee, but was working at Marie Stopes when she says Mr Warraich contacted her about a vacancy at a senior position at DKT and set up a meeting with her. As per the legal notice sent by Dr Maheens lawyers, during the interview on Dec 23, 2019, she became aware Mr Warraich was, without any shame and absolutely without consent, recording a video of our client.

Mr Warraich then asked her to accompany him to the conference room to meet with other team members. Here a most peculiar incident allegedly took place. When one of the female staff members said she had a stomach ache, Mr Warraich blatantly asked whether she was going through her menstrual cycle, and then continued on by rubbing her shoulders and back, and then [telling Dr Maheen that] the said female employee has a problematic cycle and suffers a lot.

She told Dawn: I thought Id had a really narrow escape. I felt there was something seriously wrong in that environment. Disturbed by what she had experienced, Dr Maheen turned down the DKT job offer. Soon however, she found herself being disregarded from tasks and activities at Marie Stopes and her management stopped sharing financial details/ plans with her, which was previously shared with [her] and was imperative for her role .

When she inquired about the change in attitude, she was informed by her management that Mr Warraich had called some of her colleagues and said to the effect that she had allegedly made promises to him about disclosing confidential information about Marie Stopes and that she would be leaving Marie Stopes to work for him soon.

She said the unsubstantiated rumours made her work environment so difficult that she couldnt work there any longer, and as a result suffered a reputational loss that compromised her career prospects. Despite contacting DKT Pakistans HR department multiple times and submitting a detailed account of the alleged harassment she had suffered, Dr Maheen said she got no response.

In an email conversation with Dawn, Mr Warraich stated: I strongly deny [these allegations] as being false, fabricated, concocted, vague and baseless and pursued with ulterior motives to defame me and harm DKT. I have never sexually harassed anyone nor engaged in any sort of campaign of persecution and intimidation against the complainants. Such claims are incorrect and preposterous.

Asked why a three-member inquiry committee was not set up to look into the complaints, as per the law, Mr Warraich claimed: [O]ne complainant had emailed DKTs head office in Washington, D.C., USA in May 2016 after leaving the organisation The other complainants never lodged any claims of harassment against me while I was Country Director of DKT Pakistan having left the post in May 2021.

However, Mr Purdys own email to Dawn appears to contradict this claim. He wrote: [I]n 2016 and 2017, the DKT Washington DC offices received whistleblower emails alleging harassment and bullying in the DKT Pakistan offices.

The complainant who emailed DKTs head office in May 2016 was Ms Rafiq mentioned earlier in this report. While it is true that she had left the company by then, Ms Rafiq had also approached a female senior manager, Saleha Asim*, with her complaint towards the end of 2015 while she was still employed there and Mr Warraich was the country manager.

Aside from Ms Rafiq, another female employee separately approached Ms Asim around the same time with complaints of sexual harassment against Mr Warraich.

Ms Asim asked the human resources manager to set up an enquiry committee to look into their allegations. (DKT Pakistan did not have such a committee, which was a legal requirement.) When Dawn reached out to her, Ms Asim confirmed this. She added: After the second incident report, I informed Mr Chris Purdy as the matter pertained to the country director. Within days I found myself sidelined and my work virtually disappeared. My team was told not to report to me. I left the organisation about eight weeks later of my own accord .

Both Mr Purdy and Mr Warraich told Dawn that Ms Asim resigned on account of performance issues; they alleged that this precipitated a smear campaign against DKT.

Mr Purdy added: She left very disgruntled. However, when this paper reached out to Ms Asim, who resigned from DKT in early 2016, she said: I have always been a convenient scapegoat but my performance appraisal done two months before Dawar became country head and the increased salary paid directly to me by DKT International should debunk any doubts about my performance.

Ms Asim also shared the contents of an email she said was written by Mr Purdy in 2022 to her prospective employer which read as follows: I am pleased to reach out to you to assure you that [Ms Asims] departure from DKT Pakistan had nothing to do with any issues related to her personal or professional integrity .

Ms Malkani, the lawyer Dawn spoke with said: There are often witnesses who can testify they were informed by the complainant of this incident soon after it took place and their statement has some evidentiary value. There could also be witnesses who could say that the accused person [also] harassed them previously or harassed other people in the workplace, so they can also come forward as character witnesses.

According to some of the complainants, DKTs acts of omission and commission rendered them even more vulnerable. They alleged that not only did Mr Purdy turn a deaf ear to their complaints but that Mr Warraich, the alleged perpetrator, was informed about the content of their emails without being made to answer for his actions.

Dr Saima says: Soon after wed written, I and [another alleged victim] happened to pass Dawar on the stairs. He stopped us, and said wed be sorry wed sent those emails. How else would he have known if Mr Purdy had not forwarded our emails to him? (While Dr Saima had ccd a male colleague on the email, her colleague had written to Mr Purdy alone.) According to the Code of Conduct in the legislation on sexual harassment, The alleged accused will be approached with the intention of resolving the matter in a confidential manner.

Mr Purdy did not address the question Dawn asked as to whether he had forwarded the complainants confidential emails to Mr Dawar.

DKT Pakistans code of conduct, available on its website, spells out a strict policy against harassment. It reads: DKT Pakistan follows a zero-tolerance policy regarding discrimination, bullying, harassment, sexual exploitation & abuse. All employees have an obligation to report any form of discrimination, harassment or exploitation against her/him, another employee .

According to the code of conduct, in the event that a complaint of this nature is confirmed, the perpetrator could find himself fired. The company further claims that its zero tolerance policy follows the minimum standards as those outlined in the Government of Pakistans The Protection against Harassment of Women at the Workplace Act 2010.

To gauge how well the DKTs zero tolerance policy works in practice, consider how the afore-mentioned Act defines harassment. According to the law, harassment is any unwelcome sexual advance, request for sexual favours or other verbal or written communication or physical conduct of a sexual nature or sexually demeaning attitudes, causing interference with work performance or creating an intimidating, hostile or offensive work environment, or the attempt to punish the complainant for refusal to comply to such a request or is made a condition for employment.

According to one of the women Dawn spoke with, the campaign of vindictiveness that Mr Warraich allegedly waged left the victims so frightened that they only raised their heads above the parapet after he was given another international posting as country manager.

On June 11, 2021, Dr Saima emailed the incoming Pakistan country manager, Justin Main Thompson and attached two earlier emails written by male colleagues at DKT that corroborated the allegations of sexual harassment.

Mr Thompson wrote back to say: Thank you for bringing these to my attention. DKT International takes all such allegations extremely seriously, and I have forwarded these to our head office in Washington D.C. . The emails were forwarded to Mr Purdy and HR director Michele Thorburn, but again, says Dr Saima, there was a deafening silence.

When Dawn emailed Mr Thompson who no longer works for DKT he said he was assured by Chris [Purdy] that these issues had been investigated and the matter was closed. [Mr Warraich] had been investigated by David Negus (at that stage an auditor for DKT) in Pakistan. I spoke to Negus who admitted [that no alleged victims] had been interviewed by him throughout the investigations.

As per Section 4 of the sexual harassment law, the inquiry committee shall within three days of receipt of a written complaint enquire into the charge and may examine such oral or documentary evidence in support of the charge or in defence of the accused as the Committee may consider necessary.

During this period, the committee shall communicate the charges to the accused in writing, who will then be required to submit a written defence within seven days. Moreover, the committee shall submit its findings and recommendations to the competent authority within 30 days of the initiation of inquiry.

However, DKT International continued to ignore the womens sworn affidavits as well as the two legal notices sent on June 25, 2022 years after the initial complaints were made. It was only after a human rights activist contacted the UK governments Foreign Commonwealth & Development Office to inform them of the alleged sexual harassment, and the FCDO asked DKT Pakistan to carry out an independent review was there any response.

On Nov 2, 2022, the two complainants who had sent legal notices to Mr Warraich received a letter from Supreme Court advocate Rukhsana Ahmad. She wrote she had been commissioned by DKT International and DKT Pakistan to conduct an external independent third-party investigation on their behalf to verify the veracity of the allegations of harassment .. The letter asked them join the investigation and inquiry and record their evidence before Ms Ahmad within 15 days.

However, Dr Saima has instead pinned her hopes for justice on the civil suit she filed in October 2022 at the Sindh High Court. According to her lawyer, Syed Ali Hyder, My client apprehended a one-sided biased enquiry. This belief was further reinforced by the fact that such action was only initiated after our client filed the civil suit seeking inter alia damages.

In his email to Dawn, Mr Purdy said that Ms Ahmads independent review concluded in January 2023 with a detailed report running into hundreds of pages. After carefully scrutinising the voluminous record, the investigator did not find merit in the complaints.

While referring to the lawsuit, Mr Warraich has claimed that Dr Saima has avoided to proceed with the said case to date, which is a matter of court and public record.

On the contrary, Dr Saimas lawyer shared the copy of an application he filed on Feb 2, 2023 for urgent hearing of the case. The case has only come up for hearing four times [and] we have been there on each and every date.

*Victims names and some identifying details have been changed.

Published in Dawn, March 22nd, 2023

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Dawn special report: Predators in the workplace - Pakistan - DAWN ... - DAWN.com

How to Build a Million-Dollar Social Media Agency

Opinions expressed by Entrepreneur contributors are their own.

Every time I speak to entrepreneurs and brands, they always seem to complain about a lack of reliable and skilled social media managers. A quick glance at your social media feed will show you how even 8- and 9-figure companies are lost when it comes to posting online.

This is why, if you have a Wi-Fi connection, a phone, and you know how to write and schedule a few Instagram posts, you could easily replace your current 9-5 job with something that allows you to work from anywhere, whenever you want.

Related: 12 Tips and Tools for Managing Multiple Social-Media Accounts

The first thing you should do is create a portfolio that shows potential clients your skills when it comes to managing social media accounts.

If you don't have any experience yet, you could reach out to friends or family members who have a social media account and ask them if you can manage it for them for free. You only need to do this for three months to have a substantial portfolio that will put you ahead of anyone who has a degree in communication, social media management or marketing but no practical experience.

Another way to build a portfolio is to apply for beginner paid gigs. The best platforms to do this are Upwork or Fiverr. Sure, the pay might not be the best in terms of compensation, but you'd be building a portfolio in no time and get testimonials that you can use once you start approaching bigger clients.

Once you have gained some experience managing social media accounts, it's time to attract clients that can pay you $500-2000 a month to manage their accounts.

Here, most aspiring social media managers will usually resort to cold emailing or cold calling to find potential prospects and initiate a conversation. And while this approach might work for some, it puts you in a weaker position and makes negotiating a higher rate more difficult.

That's because, when it comes to negotiating, you always want to come from a place of authority. Contacting a client that has never heard of you can work if you're already an established figure. But if you're just a beginner, it will just show that you're desperate to work.

So, what's a better approach to finding those clients that pay you premium fees?

Related: How This 18-Year-Old High School Student Built a 6-Figure Social Media Consulting Business

One way is to keep using platforms like Upwork and Fiverr. If you started there, it'll be easier to keep searching for clients there, as you'd have collected good reviews and will have built a reputation as a trustworthy professional.

But a better way is to post on social media platforms to build your authority. This has two advantages. First, it will show potential clients that you aren't just claiming you can manage a social media account. You are practicing it, which is the strongest form of social proof you can have. Second, it will help you attract potential clients that will see you as an expert in your field and will happily pay you your fee without any hassle.

Once you have attracted four to five clients this way, it's time to turn them into repeat customers. The simplest way to do it is to overdeliver so much that they'd be crazy to not continue working with you. If you do so, you simply need to create an offer to manage their social media accounts that can last between three to nine months that gives you some predictable revenue.

The goal when working with a client on a retainer basis is to keep communications tight and constantly remind them of the wins you are providing them (like increasing their followers or monetizing their platforms). Doing so will also help you routinely raise your rates without losing too many clients and can even make those clients refer you for more work.

On top of maintaining good relationships with your existing clients, you should still actively search for new clients by posting on your pages (or using other lead-generation methods). This will put you in a stronger position when it comes to raising your rates or negotiating different packages.

Still, there is always a cap on how much money you can make working 1-1 with a client. This is why every smart social media agency will eventually package the solutions, frameworks, templates and any other assets they use with their clients in a format that can be sold to many people at the same time.

Related: 6 Tips to Start Your Million-Dollar Business From Scratch

If your clients all share the same struggles, and you have a solution for it, you can easily turn that into an ebook, a video course or anything else that can be sold digitally. This will allow you to break through the freelance income barrier and scale to a million dollars a year.

It might take some time to get there, but these are the steps that 99% of successful social media agencies have followed. The earlier you begin building your social media agency, the sooner you will reap the benefits.

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How to Build a Million-Dollar Social Media Agency

The Analytics Show Explores Game-Changing Role of Generative AI in Social Media Marketing Through an Interview – EIN News

The Analytics Show Explores Game-Changing Role of Generative AI in Social Media Marketing Through an Interview  EIN News

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The Analytics Show Explores Game-Changing Role of Generative AI in Social Media Marketing Through an Interview - EIN News

Fully filling the fuel tank will not cause an explosion due to hot weather, clarify oil marketing companies in response to misinformation spreading on…

Fully filling the fuel tank will not cause an explosion due to hot weather, clarify oil marketing companies in response to misinformation spreading on social media  The Hindu

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Fully filling the fuel tank will not cause an explosion due to hot weather, clarify oil marketing companies in response to misinformation spreading on...

Social Marketing – What Is It, Concept, Types, Examples

The term social marketing refers to the adoption of commercial, promotional technologies into programs that are intended to influence the response of target audiences to improve both the individuals well-being and the well-being of the community in which they belong.

You are free to use this image on your website, templates, etc., Please provide us with an attribution linkArticle Link to be HyperlinkedFor eg:Source: Social Marketing (wallstreetmojo.com)

It includes concept development, pricing, information exchange, delivery, and market analysis. Social marketing is developing, putting into action, and managing programs intended to influence the degree to increase acceptance of social ideas. It is a type of marketing that is expanding quickly and has a significant potential to lead to decreased consumption.

Social marketing, sometimes known as marketing for good, is a strategy that promotes positive societal transformation by focusing on influencing individuals actions or ways of life rather than just selling an item or service. Its emphasis on community engagement is distinct from commercial marketing, marketing via green or sustainable practices, and marketing via social media.

The goal of such marketing is to modify peoples behaviors for the greater good of society to the individuals profit and benefit of society as a whole by using the concepts of commercial marketing and the social sciences.

It is used by a wide variety of nonprofit organizations and charities, as well as by government organizations, emergency services, and agencies. Likewise, some examples are highway safety alliances, policemen, firefighters, and paramedic groups. Social marketers also handle campaigns for charitable causes of a commercial brands product or business.

In addition, nonprofit organizations use such marketing to boost their fundraising efforts. It helps in furthering their organizations mission or effecting societal shifts. Following are the strategies that can be used for doing social marketing.

Generally,with low finances, implementing a full social marketing program and not just a communication effort requires outside resources and experience. Hence, Cooperation and reciprocity are powerful. See if there is a similar group that regularly addresses the target audience. If so, building a strategic relationship for assisting their existing projects helps. Beyond regular partners, other groups may appeal to a similar target market.

Online marketing helps firms stretch costs. Hence, digital media and new websites have created numerous new possibilities. However, online is a cheap, ever-changing landscape. So, ensuring web marketing reaches the target demographic is vital. Also, it should not be used as a solo method.

Posting a story for free on any PR Web and sending bulk emails works well. Developing a list of prospects to send press releases and creating narrative articles about persons touched by the campaign and the advantages of behavior change helps spread the word.

Dont overlook word-of-mouth in healthy communication and marketing. Many individuals find the company through word-of-mouth. Keeping the target audience talking is vital for habit change since we all listen to our relatives, friends, and coworkers. The more avenues one can contact the target audience using social outreach, the more impact a firm has.

Widgets are code snippets that users may copy and paste into webpages or blogs. Creating widgets that partners may publish to backlink the firm helps. Action messages, not simply data, should be included.

Following are the types of social marketing.

It refers to companies that do not seek financial gain but use it as a marketing strategy to promote a cause. However, a typical example of nonprofit marketing is a campaign to generate donations and recruit volunteers using direct mail and mass media. Since this is the case, serving the greater good is the overarching aim, but the organizations primary objective is to earn money to be competitive with other charitable organizations.

This partnership between a for-profit and nonprofit company supports a charitable cause or other similar endeavors. In addition, the sales of the items produced by the commercial organization contribute to the pro-social motive. However, an equivalent would be something like sponsorship, when a charitable organization allows a for-profit firm to publicize its relationship with the charitable organization to improve peoples impressions of the for-profit corporation and the products it sells.

On the other hand, cause-related marketing generates revenue for the charitable organization as a direct consequence of the products or services sold. Therefore, advancing a social cause is not the primary purpose of a firm; rather, it is the secondary goal of a company to increase sales or any other marketing objective.

A comparison may be made between sponsorship and pro-social outreach. Nevertheless, the for-profit company aims to improve the publics opinion of its goods and services by establishing a cooperative partnership with an organization or cause that works to improve society. so social marketing allows firms to convey how they have a wake conscience for helping society back.

It is possible to confuse societal with social outreach or marketing, but the two are not the same. Kotler and his colleagues refer to businesses like this as socially responsible profit-making companies. However, societal marketing is considered a natural extension of the fundamental idea behind marketing. For making a profit from the determination and satisfaction of customer requirements in a manner that protects or enhances the consumer and society.

It is widely used in sectors of health and safety, environmentalism, and social action.

Let us look at the social marketing examples to understand the concept better.

Many organizations and health institutes utilize such marketing to reduce smoking and encourage quitting. These activities assist new smokers and help individuals with the habit quit. Some compelling TV ads portray real-life smokers with lung cancer or tracheostomies.

Many NGOs indulge in wildfire prevention social campaigns. Other tactics include billboards and signs near campers and fire extinguishing recommendations.

Conventional recycling marketing, such as curbside collection or electronics drop-off facilities, focuses on teaching. Showcasing reusable things, such as cloth or heavy-duty plastic bags for shopping, and how to reuse furniture are additional ways social outreach efforts on recycling operate, along with state-level bottle redemption programs.

The effort of such marketing by the American Disability Association promotes disability inclusion. It helped modify laws and rules to make transportation, housing, and playgrounds handicap accessible. To build an emotional connection with consumers, firms employ handicap awareness month, metro and elevator posters, and billboards.

Let us look at the advantages and disadvantages of the social marketing concept:

In public health, social marketing definition implies behavioral, persuasive, and exposure theories to target health risk behaviors. The social cognitive theory uses response repercussions, learning theory, and behavior modeling. The application of these marketing ideas and techniques to solve problems affecting a populations health is whats meant by social marketing in public health.

Instead of traditional advertising, such campaigns aim to effect positive social change. It employs marketing strategies to serve social change by educating people about an issue or cause and encouraging them to take action.

Social marketers focus on issues relating to society, the environment, and the economy. They contribute to malnutrition, poverty, lack of resources, inadequate schooling, poor health, and climate change. Communities use social marketing to influence peoples attitudes and actions, raise awareness, and spread positive messages.

This article has been a guide to What is Social Marketing and its definition. We explain its types, examples, and advantages & disadvantages. You may also find some useful articles here:

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Social Marketing - What Is It, Concept, Types, Examples