Social Marketing for

Social Welfare
 What is Social Marketing?
 Examples of Social Advertisements?
 DEFINITION
It is a process for influencing human behavior on a large scale,
using marketing principles for the purpose of societal benefit
rather than for commercial profit. (Bill Smith 1999)

 It's about applying marketing and advertising principles to promote

health and social issues and bringing about positive behaviour
change.

 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
 Accept a New Behavior
◦ Wear a Life Vest While Boating (reduce drowning
events)
 Reject a Potential Behavior
◦ Pregnant woman should avoid alcohol (reduce incidence
of birth defects)
 Modify a Current Behavior
◦ Parents Wear car seat belts As a Model (reduce
injuries in accidents)
 Abandon an Old Behavior
◦ If You Smoke, Quit (reduce incidence of birth
defects)
 NON COMMERCIAL
 AIMED FOR SOCIETAL BENEFIT
 PERFORMED BY GOVERNMENT, NGO’S OR
BIG CORPORATES.
 DIRECTLY RELATED TO ATTITUDE OF THE
PEOPLE
 USE OF BIG AND POPULAR PEOPLE
1. Choose the right people for your campaign
2. Work excessively on Trust factor
3. Search search search.
4. Use the right channels to target the right
audience
5. Good content works wonders
 HELPS IN ERADICATION OF SOCIAL EVIL

 HELPS CHANGE ATTITUDE OF THE PEOPLE

OF THE SOCIETY

 HELPS CHANGE/IMPROVE REPUTATION OF

A COMPANY
 DON’T DRINK AND DRIVE
 QUIT SMOKING
 HIV/AIDS
 POLIO
 DOWRY ERADICATION
 CONSUMER INTERESTS
 ENVIRONMENT
AIDS AWARENESS
ANTI-SMOKING CAMPAIGN
 Define Problem -Based on Analysis, Community
Assessment Already Completed.
 Identify Behavior Change/Actions That Could

Reduce/Eliminate Problem.
 Identify Potential Audience for Marketing

Intervention.
 POPULAR PEOPLE ARE BEING HIRED FOR A
BETTER IMPACT.
 People like Amitabh Bachchan, Sachin Tendulkar
are often seen in ads for social causes.
 They have been endorsing ads for social causes
like pulse polio or Asian conservation awareness.
 Recently, cricketers were seen promoting ‘World
Hand Washing Day’.
 John Abraham and Bipasha basu endorses for
environment i.e. global warming.
 Celebrities have even promoted education by
charging the customers one rupee extra on
the purchase of various products.

 Selling of ‘Help Age India’ cards for the

benefit old people.
Prepared By:

 Sanjay Parmar(18)
 Vishal Parmar(19)
 Praveen Vishwanathan(20)
 Anurag Premchandani(21)
 Neha Punjabi(22)
Thank You!!!