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SOCIAL SOCIAL
ADVERTISINGADVERTISING
WHAT IS SOCIAL ADVERTISING?
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
Examples of Social Advertisement
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)
Examples of Social Advertisement
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)
FEATURES:-
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
ADVANTAGES:-
HELPS IN ERADICATION OF SOCIAL EVIL
HELPS CHANGE ATTITUDE OF THE PEOPLE OF THE SOCIETY
HELPS CHANGE/IMPROVE REPUTATION OF A COMPANY
SOCIAL CAUSES:-
DON’T DRINK AND DRIVE QUIT SMOKING HIV/AIDS POLIO DOWRY ERADICATION CONSUMER INTERESTS ENVIRONMENT
ENVIRONMENT
PUSH HIM OUT OF BEGGING AND NOT OUT OF YOUR WAY!
A guerilla advertising in India using innovative everyday media (glass doors):
• Amitabh Bachchan A world-famous Indian actor who has won dozens of major awards throughout his career, Bachchan is a UNICEF goodwill ambassador focused on polio eradication and HIV/AIDS issues.
ANTI-SMOKING CAMPAIGN
DRINK AND DRIVE
Aircel “Save Our Tiger” the latest campaign where it intends to draw attention towards dwindling
numbers of tigers across the planet and bring forward the seriousness of losing tigers from our planet. Cricket Player and Aircel’s brand Ambassador Mahendra Singh Dhoni, footballer Bhaichung Bhutia and south Indian actor Surya are part of this campaign.
Process of Social Advertisement
Define Problem -Based on Analysis, Community Assessment Already Completed.
Identify Behavior Change/Actions That Could Reduce/Eliminate Problem.
Identify Potential Audience for Marketing Intervention.
CELEBRITIES ENDORSING SOCIAL ADS
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.
UNUSUAL METHODS 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 of old people.
CHEERS!!!CHEERS!!!
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