Mediaboss Marketing

In that public health messaging, how have you described MPX? There's a conversation around it not being compared to a sexually transmitted infection has that been helpful or harmful in the long run?

I think that the long run is not here yet. So I think we will see at this time next year what impact we've had.

I do believe we're all trying to figure this thing out. The scientists are trying to figure out how this is manifesting in the way that it is. But I just think people just want to be protected, and they want to ask questions about the muscle, whether it should be shot subcutaneously or intradermal. There have been a lot of questions about that. And, "What is this vaccine?" So, similar to vaccine hesitancy that we experience with COVID, we're seeing with people of color [that] a lot of those questions have been coming up.

Coming into a space like ours, our center serves everyone. But we are Black-founded and Black-led. And our clinic is very representative of this, the most marginalized people in our community. So when people come in, they see people like them who are able to explain what we understand so far to them, and people have been very appreciative.

I see your center's website uses both "MPX" and "monkeypox." How are you navigating that?

We have been saying "MPX" [pronounced "em-pox"] to people. But it is monkeypox. I know the CDC is working to change that language, or the name, but people know "monkeypox" now because it's been out there.

But we've also been sort of changing the language. When we talk with people, we will say "MPX" just as a way to get away from that whole "monkeypox" language, which has also been stigmatizing to a lot of people.

A connected question is, if people feel less stigmatized, are they more likely to seek help?

Definitely. And with HIV, the whole HIV social marketing and media process was all about destigmatizing getting tested for HIV, getting treatment for HIV.

And [MPX] is new. So it's going to take time. But we are seeing a lot of people come in who do not want to be exposed to MPX. You know, I've never seen this. There was no vaccine for HIV. So just to see people coming in in droves to get vaccinated it's new.

Folsom Street Fair is happening in San Francisco on Sunday, September 25 which draws a lot of people and promotes a sex-positive message. How can people continue to participate while keeping in mind the risk of getting infected?

I can say that here in Oakland, I know that PrideFest was just [on September 4], and before that was Oakland's other Pride event. And so I know thousands of people have been vaccinated working through Alameda County Department of Public Health, which has been setting up those pods throughout the city. So more people have had access to at least first-dose vaccinations.

I just think as long as people follow the guidance that is on the CDC's website. There are other organizations, [like the] San Francisco AIDS Foundation, so many other organizations out there that are helping people to understand how to be safer. I feel our LGBTQ community has been very responsive, and they've been very responsible, just wanting to get vaccinated. And that is one reason you're seeing the numbers come down.

Is there something like a playbook for how an organization responds when there is an outbreak of a virus like MPX? What are those steps and what are some of the priorities?

I really believe that counties have to include POC communities, in addition to other communities as well. Because when the outbreak happened here, the county went to which makes sense the Steamworks [bathhouse], which is a place that's known for sex, where people have sex.

But what I believe is, they should have immediately prioritized people of color communities, and people who have access to those communities. It should be something that happens simultaneously, instead of a sort of reactionary approach, which resulted in lots of white gay men having access right off the bat to this vaccine, and other communities not having immediate access.

But when we reached out to the county and let them know, "Hey, what's going on? What about us?" there was an immediate pivot. And we've been working in partnership with [Alameda County]. And it's been really a great partnership.

Read more:
'Our Community Has Been Very Responsive': Oakland LGBTQ Community Center's Joe Hawkins on Managing the MPX Outbreak - KQED

Mailchimp is targeting marketers where theyre spending their time: on social media. The email marketing company is aiming to appeal to marketers by targeting them on apps like TikTok, Facebook, Instagram and more with ads touting new tools like its customer journey builder, predictive segmentation and content optimizer.

A lot of marketers spend their time marketing on social media themselves, so it makes sense for us to show up in the space to stay relevant and get folks engaging with our ads, said Jeremy Jones, global campaigns director at Mailchimp.

Mailchimp wants to appeal to marketers by touting its ease of use. Growing a business can feel like a guessing game regardless of whether youre a brand-new marketer or a wizened marketing genius, said Jones.

The companys in-house creative agency, Wink Creative which has 40 members on staff, created the ads in collaboration with the film production company Smuggler and director Bjrn Rhmann. CMO Michelle Taite challenged them to combine their quirky, expertly absurd nature with a more sophisticated feel.

The ad spots were developed following an internal brainstorm that focused on cultural moments and trends.Mailchimp is looking to stand out with the spots by using avant-garde visual elements for the spots which will air on TV until 2023.

From its previous campaign, in which the brand advertised a program it created to support for entrepreneurs of color, Mailchimps marketing strategy has evolved more to reflect what its customers asked for new features and tools to grow their revenue streams and kick-start their business momentum per Jones. We started to mention these features last year but with this campaign, were really leaning into the benefits a lot more and even developed claims around them for marketers to understand their advantage, he said.

It is unclear how much of Mailchimps advertising budget is allocated to this campaign, as Jones would not share overall budget specifics. According to Pathmatics data, the brand spent a little over $18.9 million so far on advertising efforts this year. The ads will also appear on Instagram, Facebook, Twitter, Reddit, Pinterest, and TikTok. Jones also declined to disclose how much of its advertising budget was split between the social platforms.

Were putting ad dollars behind our creative campaign so that it reaches as many potential customers and consumers on social media as possible, in the hopes that we can bolster brand visibility and sales for these deserving small businesses, said Jones.

Due to the macroeconomic climate, small and medium businesses are increasingly shifting their marketing budgets to channels and tactics that are transparent and measurable. The pressures for accountability to every dollar is at an all-time high, and Mailchimp is tapping into that emotional trigger with this campaign while keeping the creative execution light and fun, saidMargo Kahnrose, CMO at the omnichannel platform Skai. That one-two punch of serious, timely message and sugar-coated delivery can make for a powerful advertising campaign.

https://digiday.com/?p=465384

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Why Mailchimp wants to boost brand visibility, sales by targeting marketers on social media - Digiday

Pinterest is launching a new promotional campaign in which it looks to further distance itself from its social network roots, by framing Pinterest as a more positive space, free of the judgment and criticism that comes with those other apps.

As you can see in this example, the new campaign (annoyingly titled Dont Dont Yourself) looks to highlight the inner saboteurs that hold us back, with Pinterest being the antidote to doubt.

Though why Pinterest would be any different to other social platforms in this respect isnt really established - outside of Pinterest saying so.

As explained by Pinterest:

Developed in partnership with award-winning UK creative studio, Uncommon Creative Studio, the campaign introduces Pinterest as the inspiring anti-dont where people go to do.

I really dislike weak puns like this. I dont know who, in what board room, came up with that anti-dont wording, but if you were ever doubting your own campaign creative, take heart in the fact that this is the best that Pinterest, a multi-million dollar company, could come up with.

Dopey terms aside, the campaign is interesting, and it does help to frame Pinterest as a more creative, experimental space.

But again, Im not sure how well that will translate to actual usage.

As noted, Pinterest been trying to distance itself from the social network tag for years, preferring instead to call itself a catalog of ideas or similar. And it is less of a social media platform than those other apps, with the focus more on the content itself, and on products specifically, as opposed to interpersonal engagement and community.

Really, Pinterest is a UI-fueled digital store, showcasing the latest in innovative, creative products, from retailers small and large. That diversity of listings is what makes the app valuable, but whether that makes it a more open space for freedom of expression, Im not sure.

The new campaign will run across TV, cinema and streaming in the US, UK and Germany, while Pinterest is also running a related tie-in for World Mental Health Day (October 10th), with a live, interactive installation in New York, that takes on one of those inner saboteurs.More info to come on that.

More here:
Pinterest Launches New Campaign to Highlight Freedom of Expression in the App - Social Media Today

A series of Family Health Day Camps at the Department of Health, Sindh facilities were conducted in 6 districts of Karachi division and Hyderabad district to mark the launch of 'The Challenge Initiative' in Sindh

HYDERABAD, (UrduPoint / Pakistan Point News - 17th Sep, 2022 ) :A series of Family Health Day Camps at the Department of Health, Sindh facilities were conducted in 6 districts of Karachi division and Hyderabad district to mark the launch of 'The Challenge Initiative' in Sindh.

The ceremony was chaired by Technical Advisor and focal person FP2030 Dr. Talib Lashari, and attended by District Health Officers (DHOs) of South, West, Korangi, and officials of DoH, PPHI, and development partners.

'This is a landmark day as it witnessed a step forward to achieve our FP2030 targets' said Dr. Talib Lashari while addressing the launch ceremony in Karachi.

Theme of the launch was "Family Planning and Reproductive Health (FPRH) in the Era of Climate Change" highlighting the recent devastation due to floods in Pakistan.

TCI program is to be implemented by the Department of Health, and Population Welfare Department, coordinated by CIP, in collaboration with Greenstar Social Marketing the local hub of TCI in peri-urban areas/ slums of Karachi and Hyderabad.

The event's proceedings started with prayers for the flood victims, which were followed by a presentation describing the key components of the initiative.

Dr. Talib reiterated the commitment of the Sindh government to provide reproductive health initiatives along with health care for all, under the direction of Health Minister Dr. Azra Fazal Pechuho.

CEO of Greenstar Social Marketing Dr Syed Aziz-u Rab, Senior Country Advisor for FP/MNCH to the Bill and Melinda Gates Foundation Dr. Yasmeen Qazi, and Manger Family Planning at Bayer Pakistan Amir Majeed also spoke at the gathering and accentuated FPRH and maternal health during these challenging times in Pakistan, particularly in Sindh.

The program is being implemented across Sindh, Punjab and Islamabad Capital Territory.

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Family Health Day Camps Held To Mark The Launch Of The Challenge Initiative In Sindh - UrduPoint News

Islander Lee has co-authored 13 books with Philip Kotler.

About 45 years ago, Mercer Island resident Nancy Lee informed her parents that she would aim to contribute to a better world through her future work in the marketing realm.

While engaged in her graduate school studies at the University of Puget Sound, Lee read a book by author Philip Kotler that piqued her interest on how marketing can make an impact on individuals and society as a whole.

More than a decade after earning her master of business administration degree and working a pair of marketing jobs Lee was figuratively struck by the lightning bolt of social marketing, and it changed her life.

The scenario came about after Lee now employed as marketing director at Seattle Childrens Hospital was involved in a successful campaign to increase life vest usage amongst kids. After research showed that usage had risen by 25% through their campaign, Lee said, I took a deep breath and asked myself, What kind of marketing is this? She delved into Kotlers latest book at that time and was introduced to his writing about social marketing.

At that point, Lee knew what path to traverse: I want to do marketing that sells behaviors. Behaviors that are good for the individual as well as society. Thats why we call it behavior change for social good.

For the last three decades, Lee has led her own company, Social Marketing Services, Inc., taught social marketing at the University of Washington, worked as a strategic advisor for C+C and co-authored 13 social marketing books with Kotler. Their latest book, which was released in July, is titled Social Marketing Success: 100 Case Studies from Around the Globe.

Nancy Lee has been a joy to work with on all our co-authored books. Nancy is a superb scholar, researcher and writer. I feel blessed with having met Nancy Lee, Kotler said.

MERCER ISLAND CASES

Of the 100 summarized worldwide stories and their respective successful social marketing campaigns that focus on improving public health, preventing injuries, protecting the environment, engaging communities, supporting education and enhancing financial well-being, a pair of the cases involve the city of Mercer Island.

In the environmental realm, the city launched a program in October of 2014 to increase residential solar power installations with a major focus on peer to peer promotion, according to the book. It was a successful program, which resulted in 331 kilowatts of new power-generation capacity, that exceeded the citys goals and continues today. The Solarize Mercer Island program was funded by state grants, utility sponsorships and more.

Regarding decreasing home burglaries, Lee worked with the Mercer Island Police Department in developing the Lock It or Lose It campaign. The city launched this program in 2013 after learning from more than five years of data that 41% of the Islands home burglaries occurred through unlocked doors or windows. As a reminder for residents to lock up, the city mailed door hangers emblazoned with the message, Lock your doors whenever you leave home! along with additional information to 5,000 households. In a follow-up survey, 42% of the residents noted that they placed the item on their doors.

Lee, who also worked with the state on its Click It or Ticket seat belt safety awareness campaign, said that the cases in the book are meant to be instructional and inspirational.

My purpose is to get it in orbit. This is to help institutionalize social marketing, like bookkeeping, like any other kind of profession, she said.

Lee and Kotlers book is available at https://tinyurl.com/5fbtkr26.

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Contributing to a better world through social marketing - Mercer Island Reporter