Unsafe Sex

Unsafe Sex - Social Marketing Plan

Table of Content

Summary

Background

Problem definition

Primary and secondary research

Audience

Goals and objectives

Marketing

Communication strategies

Summative evaluation

Unsafe Sex - Social Marketing Plan

Summary

Social marketing is a process of designing, implementing, and controlling programs to increase the acceptability of a prosocial behavior among population segments of consumers. This application of for-profit marketing principles to prosocial causes, as described by Philip Kotler and Eduardo Roberto in 1989, relies on (a) systematic targeting and audience segmentation through identification of certain demographic, situational, and behavioral characteristics to maximize the trade-off of message impacts and cost per individual contacted; (b) the use of consumer-based research and feedback from representative population segments about prototypical social products; and (c) management of a change program through evaluation. Social marketing has become one of the most widely applied models of social change in the world as those of us who work for social betterment have come to appreciate the broad applicability of marketing ideas beyond commercial products and services. In the same way that marketing has assumed strong importance in the operations of corporations such as Toyota, Google, and Netflix, social marketing has given shape to many of the efforts of large nonprofit organizations and agencies, such as the World Bank, the U.S. Agency for International Development, and the U.S. Centers for Disease Control and Prevention. What types of social problems is the social marketing approach applied to? In England, the government's National Social Marketing Centre created 10 demonstration sites to implement and evaluate campaigns about smoking cessation, men's lifestyle changes, diabetes control, alcohol use, and advantages of breast-feeding. In Canada, the province of Alberta has applied the social marketing model to a range of cancer prevention and cancer screening campaigns that are distinguished for their comprehensive approach to the establishment of need. (Brinkerhoff, 2002).

Background

Social marketing programs make careful a priori analyses of environmental factors. A social marketing perspective conceptualizes target audience members as consumers and seeks to establish “brand” loyalty, perceptions of desirable status associated with the social product and a network of product support. Decisions about a social marketing effort stem from data about wants (what values do the target audience express, what do they positively associate with those values), need (what are the objective problems or hazards that threaten the target population), current practices associated with unhealthy behavior (what psychological and sociological wants are being met by the behaviors that may be targeted for modification or change), the social and media environment (what issues and personalities do target audience members attend to, which media do they pay attention to or participate in), competition (which campaigns and corporate messages have the attention of priority populations), and potential partners (which organizations have existing service or product distribution channels that we can access, might our effort complement the offerings of other change agencies and, thus, strengthen their program portfolio).

Problem Definition

The effect of unsafe sex on society.

Research Question

To find out the problems related to unsafe sexual practices and its effects on people and our ...