Social Marketing: Campaign Analysis - Assignment Example

? Social Marketing: Campaign Analysis Task Introduction Social Marketing incorporates the transfer of information from higher authorities down to the common individual to warn and inform against the vices that the society normally presents to its members. The vices constitute drinking and driving, racial discrimination and abuse of the weaker gender. Social Marketing aspect is normally placed to favor the target audience and in most cases seizes to generate profit to the marketer (Ewing, 2001, p.5). The key influences of the campaign are usually aimed at delivering conscious teachings to the market warning against the vices that are upheld by harmful societal entities (Weinreich, 2010). Its use has been applied on main health issues and campaigns against domestic violence. This paper seeks to talk on two advertising campaigns and application of the Social Marketing strategy in their implementation. Violence against women- Australia says no Message This campaign seeks to eradicate the injustice that women face from the powerful entities that normally affects their participation in society. There is violence subjected against women at the home front and various sexual harassment attributed that limit their maximum participation. The need to free them from this demeaning act has been upheld by the Australian society through offering forums and means of expression where they can freely air their grievances (Philip, 2010). Channels to report forms of abuse have also been constructed with phone calls reporting the several cases heightening. The media in Australia are used to communicate to women and men about the importance of limiting acts that degrade women’s value. Target Audience This is the people that the message is created to influence. The result is always meant to give positive feedback that would eradicate the desired vice. The target of this campaign involves women who are subjected to the domestic violence and men, the perpetrators. Most of violence the Australian society witnesses are through the action of men. Communication objective The general objective is to inform the individuals of the society especially women to contact the given phone line to report cases of domestic violence. Men are encouraged to stop using violence measures to resolve issues that emanate in the domestic setting (Donovan & Vlais, 2005, p.41). The advertising communicates the dangers of violence and the negative impact it accords the family and the general society. Through applying measures to eradicate the entity, relative cases may be reduced. The phone line and establishment of reporting centre help to measure the level of the threat thereby applying means to reduce its spread. Positioning statement This means the measures and steps that the campaign would apply to help curb domestic violence. It touches on the importance of the awareness campaign and the means it would apply to achieve the desired benefits. The aim of the campaign is to establish a system that would continuously offer help on reporting cases of violence during the 24 hours. The women are sensitized on the need to raise their voice on the topic and seize to suffer without help from an external force. Support is provided to the reported cases as the government and society takes initiatives to eradicate the entity. Benefits to Promise The campaign acknowledges that there is violence subjected upon Australian women and seeks to eliminate the threat by providing help. 4Ps The products that the campaign offers are a helpline that operates 24 hours of the day to report cases of domestic violence and offer consequent response in retaliation. The population is not charged for this service and is available free-of-charge. The place of implementation is the Australian society and the entire country. The mediums used to promote the campaign are through televisions, booklet that contains information on the entity, radio campaigns and advertised pages on various magazines. Openings These can be in the forms of commercials, booklets distributed to every household internet advertising campaigns and the newspaper advertisements. Paranoia drinking campaign Paranoia drinking campaign offer the audience the emotional and a new approach that centers on the psychological approach. The approach utilized in the campaign is an improvement of the traditional approaches to road safety awareness. The campaign aimed at capitalizing on the guilt that drunk drivers undergo and examines the nervousness, agitation and panic being arrested for drinking and driving (TRMS 2011). Message The message presented in the campaign is that drivers should not imbibe alcohol and at the same time drive since they risk getting arrested by the authorities, which may lead to fines or even jail terms. Drinking for drivers can also lead to humiliation from the members of the family, as well as, the remaining portion of the community. The campaign also stresses to drivers who wish that they do not meet up with authorities who may offer the breathing test. The campaign makes the drunk drivers aware of the risk that drinking poses in relation to the breathing test that can be undertaken anywhere at any time (Homel 2004, 1). The campaign makes the drivers aware that the cars owned by any police are mobile RBT. The campaign presents the idea of penalties that most people fear. Drinking offers awareness to drivers on the penalties that they might attract when they are caught out drunk. The penalties may range from fines to jail terms, which cause inconveniences to the lives of the drivers (Robertson 19, 2008). Target audience The campaign targets any person who aims at drinking and later on, drives home whether alone, with a group of colleagues or transporting the public. Communication objectives The behavioral objectives of the campaign intend to; augment consciousness on the police itinerant RBT procedures, the possibility of being caught while drunk, and finally to underpin the improperness of driving while drunk. The knowledge objective of the campaign is to present the fact that the police cars are mobile RBT, which can be utilized, by the police, to catch any drunk driver. The belief objective of the campaign is that social marketers bring out the idea to potential drivers that avoiding drinking and driving will eradicate the possibility of someone’s license being revoked or being imprisoned. Positioning statement The campaigners insist that all drivers in NSW, especially the drunk drivers to take everything into contemplation prior to drink driving. Benefits to promise Drink driving present series outcomes to drunk drivers meaning that eradication of drink driving, will drastically reduce the chances of persons being arrested, and facing unending problems. It also means reduced numbers of accidents that emanate from drunk drivers. 4 p’s According the campaign, the products are the television, radio, press and online adverts (TRMS 2011). These products offer a satisfactory solution to the presented problem. The price of the information provided by the campaign is free to ensure overall impact to the populace. The campaign targets all drivers or populace from NSW, which is a sizeable city with multicultural populace. Openings The openings are the television and internet, the printed sources and radio. The openings offer free commercial and online advertising. Promotion The concerned organizations interact with the target audience to transform social behavior within the society. They utilize advertising, community relations, sponsorship and media encouragement (TRMS 2011). They focus on creating and sustaining demand for product. Conclusion Social marketing plays a chief role in encouraging social behavior change by utilization of psychological marketing ideas. Social markets utilize these ideas to effect, social behaviors for the benefits of the target audience and the general populace. Bibliography Ewing, M., (2001), Social Marketing, London, Routledge. Donovan, R. and Vlais, R., (2005), VicHealth Review of Communication Components of Social Marketing/Public Education Campaigns Focusing on Violence Against Women. Melbourne. Victorian Health Promotion Foundation. Homel, Ross (2004). Crime on the Roads:Drinking and Driving. Retrieved on 25 January 2012, from: < https://www.griffith.edu.au/__data/assets/pdf_file/0007/82636/crime.pdf > Philip, R., (2010), Violence Against women. Australia says no, PR, retrieved on 25 January 2012, from: . Robertson, R. Drinking and Driving Report. Retrieved on Jan 25, 2012, from TRMS (2011). Advertising campaigns. Retrieved on Jan 25, 2012, from Weinreich, N., (2010), What is Social Marketing?, Weinreich communications, retrieved on 25 January 2012, from: . Read More