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SOCIAL MARKETING

What is Social MarketingSocial Marketing is the Practice of Utilizing the

Philosophy, Tools, and Practices of Commercial

Marketing for Health and/or Social Programs.

Social Marketing Sells a Behavior Change to a

Targeted Group of Individuals

- Accept a New Behavior

- Reject a Potential Behavior

- Modify a Current Behavior

- Abandon an Old Behavior

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HISTORY OF SOCIAL MARKETING

Social marketing was "born" as a discipline in the 1970s, when

Philip Kotler and Gerald Zaltman realized that the same marketing

principles that were being used to sell products to consumers could

be used to "sell" ideas, attitudes and behaviors.

Kotler and Andreasen define social marketing as "differing from

other areas of marketing only with respect to the objectives of themarketer and his or her organization.

Social marketing seeks to influence social behaviors not to benefit

the marketer, but to benefit the target audience and the general

society.The technique has been used extensively in international health

programs, especially for contraceptives and oral rehydration therapy

(ORT), and is being used with more frequency in the United States for

such diverse topics as drug abuse, heart disease and organ donation.

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Like commercial marketing,the primary focus is on theconsumer--on learning whatpeople want and need ratherthan trying to persuade themto buy what we happen to be

producing. Marketing talks tothe consumer, not about theproduct.

The planning process takesthis consumer focus intoaccount by addressing theelements of the "marketingmix." This refers to decisionsabout 1) the conception of aProduct, 2) Price, 3)distribution (Place), and 4)Promotion. These are oftencalled the "Four Ps" ofmarketing. Social marketingalso adds a few more "Ps

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Social Marketing- An Effective Tool in

the global response to HIV/AIDS

Contents At a glance

Background

Social marketing approach Condom social marketing

Distribution and communication

Research and evaluation

Measuring the success of social marketing program

Distribution and consumer profile Communications and behavioral change

The challenges

The responses

The role of UNAIDS

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Best Practice

CollectionIn countries where the health infrastructure is both underdeveloped andunderfunded, a social marketing approach makes the product availableand affordable, utilizing commercial marketing techniques, while linking itto a communications campaign geared to sustainable behavior change.

In response to the HIV/AIDS epidemic, social marketing programmershave made condoms accessible, affordable and acceptable to low-incomepopulations and high-risk groups in many of the worlds developingcountries.

This presentation is intended to provide a clear understanding of socialmarketing, its key components and the role social marketing can and

continues to play in preventing and slowing the spread of HIV/AIDS.

It defines the rationale for social marketing, provides practicalexamples of its effectiveness and addresses many of the issues

currently being raised by the donor community, including cost,competitiveness and sustainability. It concludes by advocating the

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At a glance

Social marketing has becomeincreasingly popular among

governments and donors as a way

of addressing serious healthissues in developing countries.

While the concept has its roots in

family planning, much of theattention has been due to the use

of social marketing the HIV/AIDS

i mi .

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BACKGROUND

Social marketing. is the adaptation of commercial marketing

techniques to social goals. Using traditional commercialmarketing techniques, social marketing makes needed

products available and affordable to low-income people, while

encouraging the adoption of healthier behavior.

In many developing countries, public sector health systemsare unable to ensure that products and services reach a largepart of the population and in particular, those at the low end of

the cash economy. Clinics are limited in number.

This is especially true for HIV/AIDS, where staff need tohave a thorough understanding of the means of transmission

and its prevention. In many countries, cultural norms,

geography, and low literacy levels compound the problems.

There exists, therefore, an unmet need for a regular supplyof high quality health products, which are both accessible and

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The Social Marketing Approach

The social marketing approach addressesboth supply and demand issues.

Programmers utilize the existing

commercial where they are needed.Infrastructure to make products available

to low-income consumers when and when

they are needed.

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Condom social marketing (CSM)

Distribution and communications.

Two sides of the same coin

Condom Social Marketing (CSM) emerged as

an effective tool in combating the spread of

HIV/AIDS in the mid 1980s In 1996 social marketing more than 783 million

condoms in over 50 countries and conducted

targeted communications campaigns in

countries as economically and culturally diverse.

Condoms are procured using donor funding,

attractively packaged and sold through the

existing commercial infrastructure. Social

marketing programs employ the same

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Social Marketing

Condoms are procured using donor funding, attractivelypackaged and sold through the existing commercialinfrastructure. Social marketing programs employ the samemethodology for distribution as commercial companies.

Competitive profit margins, coupled with intensive brandpromotion, ensure that the product is made widely availablein a variety of outlets.

As noted earlier, this greatly expands availability,

contributes to the normalization of condoms, making themmore culturally and economically acceptable to potentialusers. For example, the Social Marketing for Change(SOMARC)/Uganda programs sells its. .Protector condomsthrough a commercial distributor, Twiga Chemical Industries,and supplements this with five sales persons devoted entirely

to the program.

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Research and evaluation

A valuable element of a successful condom social marketingprograms is a strong research and evaluation component. Researchplays a significant role in the development of the brand, itspositioning and promotion .

As social marketing programs mature, research plays anincreasingly important role. Behavioral and attitudinal changes aremonitored through knowledge, attitudes and practice (KAP) studiesand other population based surveys.

Research is also conducted into the effectiveness of distributionnetworks and consumer profiles. While sales figures play animportant role in evaluating the success of social marketingprograms, distribution and consumer surveys allow projects to definewho purchases condoms and where. Based on this information,projects can expand and/or alter distribution and promotion

strategies to reflect the needs identified.

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Measuring the success

of Social Marketing Programs

SALES Programs use sales as a base line against

which to measure success. The adoption ofthis criteria presumes that when someonepurchases a condom they will use it.

In 1996, social marketing programsworldwide sold over 783 million condoms.Many of these sales took place in countries

that had little or no exposure to condomsprior to the establishment ofCSM programs.

The sales table in Appendix A highlightsgrowth in the number ofCSM programmesbeing supported, and the rapid increase in

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Distribution and consumer profile

Communications and behavioral

changeSocial marketing programs also conduct research

to assess whether condoms are available when and

where consumers need them and whether AIDSprevention programs are reaching their targeted

consumers.

Distribution surveys are undertaken regularly and

provide the project with an accurate picture of wherethe product is available, both geographically and by

outlet. Information gathered from consumer-based

surveys allows the project to evaluate whether the

targeted group is buying the product and to amend

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THE CHALLENGES

As awareness of HIV/AIDS has risen, such programs face a

variety of challenges in continuing to limit the spread of thedisease. Among the most important of these is the need to move

beyond awareness and to achieve sustained behavior change.

Established programmes reflect increasing levels of AIDSawareness and can now concentrate on developing effective and

targeted communications to tackle barriers to healthier behaviours.

Efforts are being concentrated on highly vulnerable groups,

women, adolescents and, increasingly, policy makers within hostcountries. In many countries, the latter represent a group whose

views are respected within the community and their support is

crucial.

The ro rammatic challen es osed b the chan in nature of

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THE CHALLENGES

Social marketing programmes have responded to thischallenge by improving cost effectiveness, diversifyingproducts and donors, and recovering an increasing

percentage of costs. Such initiatives, while an integral part of

any successful social marketing programme, are not an

alternative to donor funding.

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THE RESPONSES

Social marketing may include advocating the inclusion ofsocial marketing in national health plans, the allocation of

resources from multilateral donors and bilateral donors to

social marketing programmes, and the facilitation of a positive

legislative environment for social marketing initiatives.UNAIDScan also educate bilateral and multilateral

donors, including its co-sponsoring agencies, on the need for

and merits of social marketing for AIDS prevention, and can

encourage them to support social marketing programmesdirectly or through national governments.

In countries where social make offers an excellent meansof disseminating best practices and lessons learned in social

marketing. ting programmes are being launched, UNAIDS

can take an active role as fundraiser. Finally, the UNAIDS

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ROLE OF UNAIDS

Social marketing has been shown to be an effective andcost-efficient approach in addressing the health needs of low-

income populations throughout the world.

Condom social marketing programmes have madecondoms accessible, affordable and acceptable in many of the

worlds poorest countries.

Innovative communications campaigns havedisseminated prevention and behaviour change messages to

thousands of individuals and their communities.

Social marketing programmes in over 50 countries havemade condoms available, affordable and acceptable to those

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VIDEO SHOW

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REFERENCES

http://www.buckleupamerica.org/

http://www.thetruth.com/

http://www.hc-sc.gc.ca/hppb/socialmarketing/