Marketing Social Change

Customary practices to sell pro social behaviors are not considerably successful so far. Scientific approach leveraging principles of management and marketing, promises social marketers the desired social change. 

Detrimental human behaviors trigger a strong need for massive social change. Social change involves in bringing about attitudinal, behavioral and cultural changes amongst the masses. But how do we do this? Who are the key players? Age-old practices like educational programmes, traditional methods like mass communication and conventional media like radio, television, etc. were predominantly used for changing specific groups/communities. Although these programmes are not cost-effective as desired, they were successful to some extent. They’ve (most), however, failed to inculcate desirable social behaviors. Customary practices and mechanisms being used for social campaigns lack several important elements that are prerequisites for selling desired behavior(s) viz., effective communication and change management. Professional approach was rarely practiced. Firstly, most social awareness programmes didn’t apply the principles of communication and management. Secondly, marketing principles and practices that would have helped sell behavioral changes effectively were almost absent. But, social organizations yet have the option to use management practices for their social campaigns.  

Art of Selling ‘Change’ 

Social organizations and Govt., departments concerned have to assume the role of a marketer, think like a marketer and act like a marketer by applying marketing principles in all their social change endeavors. This approach leverages marketing practices such as marketing mix, market research, consumer behavior, branding, target marketing, promotion mix, media research and planning, celebrity endorsement, multi-cultural marketing, etc. 

Social marketing yields a significant influence in the behavior of people.  t has been practiced across the world for more than thirty years in the fields of public health, environmental protection and political marketing with considerate success. This technique has been under extensive practice by United Nations (UN) and other NGOs such as Public Service International (PSI) for marketing their international health programmes aimed at preventing and controlling HIV/AIDS, Tuberculosis (TB), etc. 

Non-business enterprises like NGOs and Govt., departments have tried using ‘social marketing’ in the areas of drug abuse, family planning, organ donation, etc.  For instance, Washington-based Population Services International (PSI), a leading non-profit social marketing firm, through its ‘clever and culturally sensitive’ promotional initiatives was able to increase the condom sales in Myanmar from 2.6 million in 1996 to 40 million by 2005. PSI designed a marketing campaign that involved a customized marketing mix. The marketing mix largely constituted a brand name and image that could gel with the conservative local population; package design – ‘silhouette of a couple at sunset under a palm tree’; use of Burmese language for the brand name and instructions to make the product more familiar to the local population (however later changed to English); and offering quality products at an affordable price.  With the support of huge international funds, PSI launched a massive condom-marketing programme carrying its advertisements on billboards and privately owned magazines. To generate brand familiarity and increase its brand recognition, PSI approached a leading Myanmar-based marketing agency to develop its own advertising mascot. To further promote general awareness about AIDS and use of condoms, PSI produced two television serials and two feature films and also began sponsoring TV shows like sports talks and English League matches. With a mission to reach every town and big village, PSI built its own national sales network instead of the commercial distribution system. It has its own full-time sales representative team of 28 persons and a wholesaler base of 50. Further, PSI targeted the pharmaceuticals, hospitals and small retail shops to sell its products. To reach small villages and towns, where a majority of its target population resides, PSI made its products available through various non-traditional outlets like betel nut stalls, massage parlours, guesthouses and barber shops. To increase its market, PSI diversified its product mix by innovating on the existing product to make it more appealing to consumers. As part of this, it has introduced banana and strawberry flavoured condoms.