IIM RAIPUR

Social Marketing
Six examples from India

Group 10
Harish Dasa (14) Santosh Malla (22) Raja Kumar Naik (32) Venkata Ashok (44)

Introduction Concept: Social marketing is the planning and implementation of programs designed to bring about social change using concepts from commercial marketing. The ultimate objective of this kind of marketing is to influence action. Programs to influence action will be more effective if they are based on an understanding of the target audience's own perceptions of the proposed exchange. Though marketing efforts must incorporate all the "4 Ps," earning profits is not an objective of Social marketing. Recommended behaviors always have competition which must be understood and addressed. The marketplace is constantly changing and so program effects must be regularly monitored and management must be prepared to rapidly alter strategies and tactics. It encourages a long-term behavior change that benefits society. Public health community is one area where it has been most widely used and explored. It has been widely used for campaigning against smoking, Cancer awareness programs, AIDS preventive initiatives, programs against Female foeticide and many other environmental and social initiatives. There is a debate about CSR initiatives by Corporate companies to be considered as Social Marketing campaigns. Some of the examples of Social Marketing in India are given below: (a) Laadli Mumbai's girl child campaign: Objective: The campaign objective is to change the perceptions and values to create a positive image of the girl child. It is a value campaign to reduce female foeticide. It uses Media to shape public perceptions and values. The Involvement of Medical professionals is done for effective implementations of the PCPNDT Act. Its main campaigns are Save the Girl Child, One Million Signature Campaign- one million signatures against the practice of sex selection. It is also conducting several weekend workshops and children's programs as a part of campaign. Achievements: It got a pledge count of 34,779 for One Million Signature Campaign.

One Million signature campaign

(b) Save our Tiger Campaign:

Objective:"Save our tiger campaign" is one of the recent campaigns which have generated a lot of buzz. The interest is because it has managed to touch consumers emotionally on the issue of saving our national animal. It is a campaign by Aircel as a CSR initiative. It endorsed Dhoni Indian Cricket captain in the advertisements.

Achievement: As many as 1012843 people have pledged their support for this campaign. This program helped create awareness about the plight of tigers through numerous rallies, parades and fests across the country.

(c) Bell Bajao Campaign: Objective: Bell Bajao is a campaign which urges local residents to take a stand against physical abuse through simple acts. The campaign was launched on August 20, 2008 by Breakthrough in collaboration with the Ministry of Women and Child Development, UNIFEM and the UN Trust Fund. "Bell Bajao!" is a domestic violence awareness campaign. This campaign promoted individual action against domestic violence. The campaign featured award-winning Public Service Announcements, as well as media and training tools. The campaign targets boys and men and calls on them to intervene if they witness domestic violence. A key aspect of the campaign was thinking of men as partners in ending domestic violence, instead of only as violators.

Achievements: Among the group of respondents on which a survey is conducted to test the exposure of the campaign 79 percent of the respondents reported getting exposed to the television spots of the campaign. However the exposures to radio spot and poster /newspaper were negligible. The stories collected in the first round came mostly from the volunteers and NGO workers who themselves reported changes in their knowledge, attitudes and action as a result of their association with the Breakthrough community leadership training programme (d) National Literacy Mission: Objective: This advertisement was created for the National Literacy Mission. The National Literacy Mission (NLM) was set up by the government of India to make 80 million adults in the age group of 15 - 35 literate over an eighty year period. By "Literacy", the NLM means not only learning how to read, write and count but also helping people become aware of why they are deprived and helping them move towards change. The objective of this advertisement was to emphasize the benefits of literacy. Achievements: The literacy movement has the following achievements:

Literacy Campaigns have been launched in 597 districts, out of which 174 districts are in Post Literacy programs and 328 districts in continuing education phase.

Literacy projects sanctioned so far under all the schemes of NLM are estimated to cover more than 150 million neo-literates.

125.6 million have already been made literate under all programs of NLM.

(e) Pulse Polio Immunization [PPI] Program: Objective: This advertisement was created for the Pulse Polio Immunization [PPI] Program of India. Pulse Polio Immunization [PPI] Program was India launched in December, 1995. Its target is to eradicate Poliomyelitis. The aim of this advertisement was to encourage people to get their children vaccinated for Polio. Achievement: Tremendous progress has been made in the last few years to interrupt polio transmission in India. The number of polio cases dropped to a record low of 42 in 2010 compared with 741 in 2009. To date, in 2011, India has had only one case of polio, in January in Howrah district of West Bengal. The traditional polio endemic states of Uttar Pradesh and Bihar have not reported any cases of polio this year.

(f) National Aids Control Organization: This advertisement was created for National Aids Control Organization. The National AIDS Control Organization (NACO), established in 1992, is a division of India's Ministry of Health and Family Welfare that provides leadership to HIV/AIDS control programme in India through

35 HIV/AIDS Prevention and Control Societies, and is "the nodal organization for formulation of policy and implementation of programs for prevention and control of HIV/AIDS in India." The aim of this advertisement was to discourage discrimination of Aids patients. Achievements: The recent HIV estimations highlight an overall reduction in adult HIV prevalence as well as new infections (HIV incidence) in the country, although variations exist across the states. The analysis of epidemic projections has revealed that the number of annual new HIV infections has declined by more than 50 percent during the last decade. It has also been decently successful in misconception of AIDS .However, a lot needs to be done.

Video advertisements: save the girl child: http://www.youtube.com/watch?v=M9kXQPBH4Y8 say no to corruption: http://www.youtube.com/watch?v=R7mHBh3NM6U Teach India campaign: http://www.youtube.com/watch?v=tb1rGxdOzNg Star care AIDS Campaign: http://www.youtube.com/watch?v=44HCXtb_FD0 No smoking : http://www.youtube.com/watch?v=Sm5UyrEqGhQ Bell Bajao :http://www.youtube.com/watch?v=9t3BPv8tBP4

References: 1) http://www.social-marketing.org/sm.html (accessed 5/12/2011) 2) http://en.wikipedia.org/wiki/Social_marketing (accessed 5/12/2011) 3) http://rajeshaithal.blogspot.com/2010/03/save-our-tiger-aircel-campaign.html (accessed 5/12/2011) 4) http://en.wikipedia.org/wiki/Bell_Bajao (accessed 5/12/2011) 5) http://www.bellbajao.org/learn/breakthrough-insights-research-reports/ (accessed 5/12/2011) 6) http://laadli.org/ (accessed 5/12/2011) 7) http://72.47.221.122/news/laadli_1_million_signature_campaign_needs_two_minutes_of _your_time (accessed 5/12/2011) 8) http://aicps.org/social-programs/pulse-polio (accessed 6/12/2011) 9) http://en.wikipedia.org/wiki/Pulse_Polio(accessed 6/12/2011) 10) http://www.nlm.nic.in/(accessed 6/12/2011) 11) http://en.wikipedia.org/wiki/National_Literacy_Mission_Programme(accessed 6/12/2011) 12) http://india.gov.in/spotlight/spotlight_archive.php?id=20(accessed 6/12/2011) 13) http://www.hivpolicy.org/biogs/HPE0016b.htm(accessed 6/12/2011) 14) http://www.nacoonline.org/NACO(accessed 6/12/2011)