Polio program popularly known as Pulse Polio (do Boond Zindagi ki), Anti-Tobacco
for Cancer Prevention, preventing sale of tobacco to minors, placement of Pan
shops away from schools, use of contraceptives for safe sex, AIDS prevention and
population control , blood donations camps, Say No to crackers, Swaach Bharat
Abhiyan, Use seat belt while driving etc. are some common examples of Social
Marketing which can be heard or seen through advertisements or celebrity
endorsements or campaigns or SMS, are impacting our daily life in form of debates / discussions,
awareness, active participation from public and thus leading to behaviour change
of individual and / or Society . Social Marketing is applicable in many areas e.g,
Alcohol consumption, health care, Obesity, drunk driving, hand hygiene,
is intended to bring change in individual or society through behaviour or
social change. It requires the activation of people for being effective. The impact
of social marketing was felt way back in 1951 in USA and there after being evolved
in many new forms. Now-a-days social marketing is being effectively used in
developed and developing countries as an important strategic tool in public
health care system.
challenge of social marketing is individual outreach for counselling and education
programs due to availability of limited resources. Further it is complicated by
local factors like religion, beliefs, practises, ethics, individual or
collective behaviour, diversity, demographics in a region or a country.
of social marketing
Concepts in Social
marketing are basically derived from traditional marketing. It focuses on
non-tangible products like ideas, behaviour/ attitude or lifestyle changes.
Sometimes there are blurred lines between social marketing and traditional marketing.
Stead et al (2006) has mentioned that social marketing can be applied both upstream
and downstream. Stead et al (2006) have mentioned four key features of social
marketing 1) Voluntary behaviour change (no force or pressure), 2) Changes are
induced by applying the principle of exchange 3) Marketing techniques like segmentation,
targeting, positioning, consumer oriented marketing research and use of Marketing
mix, 4) Goal of social marketing is to improve the individual welfare and society.
and Nancy R lee have mentioned in their book named as The Sage Handbook of Social Marketing (Published by Sage Publications,
2011) how SM has evolved in past 4 decades 1) domain of SM from Public health
system has extended to other areas namely injury prevention, environmental
protection, involvement of community and latest financial well-being)