Community groups do many different things to solve the issues that interest them. A group fighting child hunger might advocate free breakfasts at school, increased funding for WIC (Women and Infant Children), and more child-oriented legislation from the state senate. And to accomplish each of these goals, the group will again probably do many different things: letter-writing campaigns, direct lobbying, and advertising in the media, to name just a few. Thousands of details and hard work by many people are usually involved in a successful initiative.
Looked at from a different perspective, however, it comes down to one thing. At the root of all of the group's work is one basic principle: change people's behavior. This is true not only for a child hunger campaign, but for almost any health or community development initiative. A coalition against violence wants people to stop committing acts of violence. A teen pregnancy initiative tries to put an end to children having children. And an organization for peace looks for the day when world peace is more than a lovely thought on holiday greeting cards.
This concept of changing people's behavior is the basis of this section, and of social marketing as a whole. We will talk about what social marketing is, and why it can be of use to you in your organization. Then, we'll go into more depth on marketing, and discuss what are known as the "4 Ps"--the four elements around which all types of marketing, social or profit-oriented, are centered. Finally, we'll finish with an overview of the stages someone will go through if their effort is successful.
It's a lot of information, and much of it is more conceptual in nature than many other sections of the Tool Box. The next three sections of this chapter, then, will try to ground these ideas more thoroughly, so they can be used in your day-to-day work.
So what, exactly, is social marketing? In Social Marketing Report, it's defined as, "the application of commercial marketing techniques to social problems." It means to take the same principles used in selling goods--such as shoes, television shows, or pizza--to convince people to change their behavior.
What does that mean? Well, instead of selling hamburgers, you're selling a life without heart attacks. Instead of convincing teenagers to buy blue jeans, you're convincing them to buy the advantages of postponing pregnancy.
Of course, if you are selling blue jeans, you're still trying to influence behavior--you're convincing people they need to wear your jeans--either for comfort, or for style, or for value. So then, what is the difference between social marketing and commercial marketing?
It's really summed up in one key point: commercial marketing tries to change people's behavior for the benefit of the marketer; social marketing tries to change people's behavior for the benefit of the consumer, or of society as a whole.
And, although it's not technically a part of social marketing, you'll probably want to...
The above list represents just the bare bones of a social marketing effort. Each of these points will be discussed in detail later in this section, and in Section Four of this chapter. For a full example of a very successful nationwide social marketing plan, see the Examples section at the end of the main text.
A lot of people confuse social marketing with one of its components, advertising. But leaves are just one part of the tree--even when they're only part you can see. Likewise, advertising is a very important part of social marketing, but it's still just a part.
Is that confusing? Well, look at the following messages:
On the other hand...
The bad news is, there is a definite art to it--it's not all something you're born with, and it's not only common sense. After all, people get degrees in this stuff; and major corporations such as Nike or Coca-Cola spend millions of dollars to ensure that their marketing campaigns are state-of-the-art.
Now for the good news: first of all, it's learnable. You may not have been born with phrases like market segmentation floating around in your head, but you can learn what they mean, and how to use them.
Second, it's scalable. Some campaigns are quite large, such as the National High Blood Pressure campaign discussed in the Examples at the end of this section. However, social marketing campaigns can also be quite a bit smaller. That is, you can do it on a local level, when you have limited resources. Just because your group doesn't run the Hyatt Regency, or hasn't resources anywhere in the same ballpark, that doesn't mean you can't take the same principles and put into effect the change that you want to see in your community.
So what makes the concept of social marketing particularly important? Perhaps you've been doing your work quite effectively for years without ever even hearing the phrase. That's actually pretty likely; the phrase was only coined about 25 years ago.
There are three major advantages, however, which suggest that social marketing is worthy of your consideration:
Bottom line? Social marketing is a good idea because it works.
Before we discuss social marketing further, however, it's important to have a grasp on the principles of commercial marketing, since that is what it's based on. As community health workers, or members of non-profit organizations, the idea might seem a bit odd. We're used to a completely different mindset. Terms like "marketing" may conjure up images of big business and corporate greed; they certainly don't make us think of programs to try to help our neighbors.
Even so, your neighbors may not be open to your ideas and programs right off the bat, and you may find yourself having to persuade them. This is what social marketing excels at. The idea may be new for you, or a complete change in how your perceive things. That change, however, may end up being the breath of air your organization needs to become even more effective in changing behavior.
The essence of all marketing can be summed up in what has been termed the "4 Ps." They are product, price, place, and promotion. Let's look at each in turn.
A good social marketing plan, then will try to reduce these costs. An anti-litter campaign will try to place more trash cans around the city; a smoking cessation group might offer support groups to help with the effort, nutrition counseling to counteract weight gain, and nicotine patches to reduce the pangs of withdrawal.
Likewise, if you are "selling" teen pregnancy prevention, what barriers make it difficult to prevent those pregnancies? Can teenagers easily obtain birth control, or is it difficult for them to get hold of? Maybe there isn't a good teen clinic in town. Or if there is a clinic available, maybe it's all the way across town, and it's only open on weekdays until 4:00, making it difficult to get to without missing school.
Social marketing efforts make it easier to change behavior by making sure the necessary supports are not only available, but also easily accessible to the most people possible. The less people need to go out of their way to make a change, the more likely they are to make it.
Promoting your cause doesn't need to take a lot of money. It can also take place through less costly methods, such as good old-fashioned word of mouth. Convincing people through a one-on-one conversation can be just as effective at changing someone's point of view as the best made commercial, or even more so. (Think about it. Which would make you get a tetanus booster: a television commercial or a suggestion from your doctor?) Word of mouth is a highly desirable part of social marketing.
Remember, though--advertising alone is not social marketing.
With that understanding of marketing in mind, let's turn now to the focal point of an effective campaign--the consumer. People will have different ideas and beliefs at different times. For example, among smokers, some may not believe smoking is that bad for them, others might understand the risks but not care, still others may not want to take the effort to stop smoking, and a final group of smokers may be actively trying to quit. A social marketing campaign will see all of these beliefs (and their related actions) as part of a continuum, and try to move people along to the next step.
The idea is that these changes won't happen overnight. Most people won't go immediately from believing smoking is "cool" and not really understanding the health risks to quitting right away. Instead, a social marketing campaign might start them thinking that it's not the best thing to do--and after that idea has had time to turn around in their head for a while, another part of the campaign will help them quit, and yet another part will help them remain smoke free.
How are these beliefs shaped and decisions made? Well, generally speaking, the following activities need to occur:
In much of Africa, women have traditionally had many, many children; in such countries as Nigeria, the average woman might bear as many as 12 children during her lifetime. A social marketing message that has been widely disseminated, then, is have fewer children. This message has been geared towards the goals of increasing women's health, and decreasing overpopulation and famine.
As we mentioned above, not every person will be at the same place on the continuum. It's like they are at different points on a bridge, spanning from attention to action. The tasks of the marketer are first to know who stands where on the bridge, and then to design messages to move each targeted person or group one or more stages further along that bridge, in the direction of desired action.
Social marketing is a concept that's fairly new to the health and development field. Nonetheless, it's an idea that shows immense promise, and can give you an excellent framework through which your organization can do what you have set out to do: help individuals and society as a whole live better lives. Is this something that can be used to further the goals of your program or coalition? The next section of this chapter, will help you decide the answer to just this question.
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Section 1. Understanding Social Marketing: Encouraging ...