Concepts about social marketing, examples of campaigns and the 7 step approach for an educational campaign.

1. Social Marketing Making change happen.

2. This document is intended to guide you thru an easy step-approach of what is Social Marketing and how we can use it within the social programs.

3. Social Marketing -First: Whatis…

4. Social Marketing. When and What is it? Social marketing was introduced as a discipline in the 70s, when “the father of Marketing”- Philip Kotler and Gerald Zaltman realized that the same marketing principles that were being used to sell products or services could be used to “sell" ideas, attitudes and behaviors. So, they define social marketing as differing from other areas of marketing only with respect to the objectives of the marketer and his or her organization.

5. Social Marketing. So… Easily, It’s all about the planning and execution of the concept (=message) to benefit the target audience and the general society, not the company. How? By promoting distribution of ideas or services to influence the target audience to: ACCEPT REJECT MODIFY or ABANDON A BEHAVIOR

6. Social Marketing

7. =

8. Social Good

9. Social Good )

10. Social Good )

11. Social Marketing = Social Good Examples: Anti-tobacco campaign Get a dose of Physical Activity Recycling Awareness about a health issue

12. Social Marketing -Thetools

13. Social Marketing. Elements of the (Mkt) Mix The Marketing Mix is a tool that refers to an easy way to identify the core decisions of the social program. Product = Conduct/Behavior Price = The cost of achieving the benefit Place = Convenient places for doing it Promotion = Communication

14. Social Marketing. Elements of the (Mkt) Mix The Marketing Mix is a tool that refers to an easy way to identify the core decisions of the social program. Product = Conduct/Behavior Tangible Conduct E.g. Physical Products Intangible E.g. Services and practices

15. Social Marketing. Elements of the (Mkt) Mix The Marketing Mix is a tool that refers to an easy way to identify the core decisions of the social program. 2) Price = The cost of achieving the benefit Tangible Cost E.g. Money Intangible E.g. Time, effort

16. Social Marketing. Elements of the (Mkt) Mix The Marketing Mix is a tool that refers to an easy way to identify the core decisions of the social program. 3) Place = Convenient places for doing it Tangible Convenience E.g. Logistics (warehouse, stock..) Intangible E.g. Where are you? = Outside a bar? A clinic?

17. Social Marketing. Elements of the (Mkt) Mix The Marketing Mix is a tool that refers to an easy way to identify the core decisions of the social program. 4) Promotion = Communication Tangible Comm. E.g. Advertising, Selling Personnel Intangible E.g. Message, Media advocacy, public relations

18. Social Marketing. Types of Campaigns The importance of nutrition Cognitive “I'm not lazy, I'm just being energy efficient” for “I enjoy walking, I feel like I’m improving my health.” Behavioral Vaccination Campaigns For Action Be respectful Values

19. Ok, now how we do it? the Process of targetgroup You’ll need of your learning to understand

20. Ok, now how we do it? learning

21. Learning? = Education. Education is the panacea for all social marketing programs. Without it, just makes no sense launching a social marketing campaign. First of allyour target must have the right (mental) tools to understand what you’re trying to “sell” them. Then you’ll need to introduce a one step-by- step “engineered awareness” approach.

22. Engineered awareness. When it comes to behavior change, there is a distinctly managerial hubris to all this. WE are the managers. We have the TRUE KNOWLEDGE and CORRECT BEHAVIOUR. THEY (target audience) don’t have it. If we can INJECT our knowledge into the (passive) audience, then = they will realize the error of their ways and start behaving correctly.

23. Engineered awareness. It's widespread, especially amongst engineers and managers. It is based on the assumption that AWARENESS BUILDING is the key to behavior change.

24. Social Marketing - Seven-step guide

25. 7 steps to social change Knowledge Desire Skills Facilitation Optimism Stimulation Reinforcement

26. 7 steps to social change: Expressed as affirmations. 2. DESIRE 1.KNOWLEDGE 3. SKILLS 7.REINFORCEMENT 4.OPTIMISM 6.STIMULATION 5.FACILITATION

27. 7 steps to social change: Expressed as affirmations. I want to I know I should 2. DESIRE I can 1.KNOWLEDGE 3. SKILLS That was A success 7.REINFORCEMENT 4.OPTIMISM It’s worthwhile 6.STIMULATION 5.FACILITATION I’m joining in It’s easy

29. know there is a practical, viable solution or alternative. This is important. People are practical - they will always demand clear, simple, feasible road maps before they start a journey to a strange place.

30. identify the personal costs of inaction and the benefits of action in concrete terms people can relate to (e.g. they 'own' the problem).An awareness campaign aims to harness people's judgment.

31. 7 steps to social change: one step at a time. 2.DESIRE (imagining yourself in a different future) Change involves imagination. People need to be able to visualize a different, desirable, future for themselves. This is different to being able to recognize rational benefits, is an emotion, not a kind of knowledge. To design a campaign that harnesses your audience's imaginations, you'll have to start by liberating your own .

32. 7 steps to social change: one step at a time. 3.SKILLS (knowing what to do) Being able to easily visualize the steps required to reach the goal. This is not about emotion - it is purely rational (it is what we have rationality for). People learn skills best by seeing someone else do them. The best way to do this is to break the actions down into simple steps and use illustrations to make visualization easy. It's amazing how many social marketing campaigns forget this element.

33. 7 steps to social change: one step at a time. 4.OPTIMISM (or confidence) The belief that success is probable or inevitable. Strong political or community leadership is probably an important ingredient of optimism. I can't over-emphasize optimism. EPA research showed about 14% of the population are disabled from environmental action by their sense of isolation and powerlessness. If government and business are not leading by example, who can blame people for sensing their individual efforts may be futile?

34. 7 steps to social change: one step at a time. 5.FACILITATION (having outside support) People are busy with limited resources and few choices. They may need accessible services, infrastructure and support networks that overcome practical obstacles to carrying out the action. If personal behavior change is blocked by real-world obstacles (and it usually is) then all the communications on earth will be ineffective. The role of an 'education' strategy might therefore need to be expanded to involve the establishment of new services and infrastructure. This is why recycling has been successful - we now have simple, quick, low-cost collection services which make recycling easy.

35. 7 steps to social change: one step at a time. 6.STIMULATION (having a kick-start) We are creatures of routine. Even with all the knowledge, desire, good will and services in the world, there is still the inertia of habit to overcome. Consciousness is the tool human beings use to overcome habit, but we are unconscious most of the time. There are two kinds of approach: threatening or inspirational.

36. 7 steps to social change: one step at a time. 6.STIMULATION (having a kick-start) The dilemma: when you threaten your audience (ex. Quit smoking or you will die), probably you make an instant impact. People will change the behavior in the short time, butin the end it’ll be only by an impulse, they will not understand the real meaning of the core message. So, it will pass some days and probably they’ll return to do the same behavior. The inspirational has always happened in a collective context - a kind of inspirational mass conversion which is based on our human social instincts. A learning process from the roots - It will take some time, but reward of knowing that your audience have learned what you told them is priceless (for you and for them).

37. 7 steps to social change: one step at a time. 7.REINFORCEMENT (Feedback ) Effective social marketing is about continuous recruitment and reinforcement of messages - with regular communications which report back to people on the success of their efforts and the next steps which are expected of them.

38. Social Marketing - Researchmethodology

40. Research methodology The actual impact of a social marketing program is difficult to assess accurately. Can a public service announcement reduce mortality from heart disease? Probably not, but many such efforts can combine synergistically over time. The only way to establish a cause-and-effect relationship between your social marketing program, changes in behavior and health outcomes is to conduct a community intervention study. At whatever level you perform evaluation, the information gained should be (must) used to improve your program in the future.

41. Social Marketing -Yes, you can.

42. Make it happen Now you know how to do it, but what are the really core power for making the change?

43. Consistency Social changes need time, need the whole 7 steps process, and also need reinforcement of the key messages over time... don’t let die your campaigns... is like a wine process: with time and effort it’ll give you the best wine-ever (product).

44. Perception is reality Look around you, feel it, listen.... your program is in the air? Did you notice how people are changing? this is a great research tool to evaluate if your campaign is going on the right path. (and it’s free)

45. Everything communicates If you are launching a recycle campaign. are you using the right paper to print your messages? your company have a program of reduce paper consumption? do you have recycle bins? do you use rain water for the toilets?.... be congruent of all your actions, even yourself if you believe what you are saying. (Give the example)

46. Now you know how to make the change happen.

47. Thank you! Please be in touch! Jose M. Sanchez Email:// jose.m.sanchez@gmx.com Twitter:// @josemsanchez80 Linkedin:// http://mx.linkedin.com/in/josemsanchez80

48. SpecialThanksto. - NedraKline Weinreich, thanks for all your support and teachings, and especially for giving me inspiration to continue preaching social marketing. - All my Ministry of Health teammates, thanks for all your histories and also from sharing your passion to save the world. - Erika Nohemi Pacheco, my love, my love, thank you for always (no matter what) be there when I need you. Thank you for all the love, the teaching, the lectures, the sincerity, the impulse, the dose of stamina, the songs and the power you gave me in all my crazyness. Thank you love of my life.

49. References National Cancer Institute, « Making Health Communication Programs Work . » U.S. Dept. of Health & Human Services, 2002 Weinreich, Nedra « Hands-On Social Marketing: A Step-by-Step Guide to Designing Change for Good. » Sage Publications, 2010 Andlife…