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!!!