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By: Ehsan Khodarahmi L4 • Framing social issues for social marketing programmes • Stakeholders in social marketing issues • Target market for social marketing programmes and ethical considerations in choosing target markets 1. How do we convince people to think about issues? 2. How do we convince them to think about the issues in such a way that they will want to solve them? a) How do we convince them to think about issues in such a way that they want to solve them through individual actions? b) How do we convince them to think about issues in such a way that they want to solve them through public policies? Standard dissemination of information • Telling • Pushing messaging Preferential dissemination of information • Talking • Listening and sharing • Consumer choices In groups of 3 discuss how individuals can be encourage to take responsibility for their own actions. Stakeholders in social marketing issues are as follows: Specific population groups – i.e. activists Government agencies Politicians Advocacy groups Public policy think-tanks Journalists Media professionals • Traditional communications and ‘message-based’ approaches are only having a very limited impact on people’s actual behaviour • Increasing evidence showing effective social marketing can improve impact and effectiveness of interventions Customer based social marketing approach understanding the customer generating ‘insight’ what ‘moves & motivates’ directly informing intervention options (intervention mix & marketing mix) Source: FCIPR • Relevant to the quality of life of local people • Area and outcome focused • Constructive and forward-looking • Joint and participative “Successful behaviour change is built on a thorough and well grounded understanding of current behaviour and the people engaged in it. The aim of this understanding is to identify that grail of social marketing: the mutually beneficial exchange”. • • • • • Participation Education and experience Fun whilst learning Challenging misconceptions Feeding back into the programme Thank you for your attention, see you in the seminar. Enjoy your break.