Ethical Considerations:

At Every Decision Point

Leonilita F. Badillo

Themes of Ethical Considerations

• Issues concerning social equity• Competing priorities• Full disclosure• Responsible stewardship• Conflicts on interest• Whether ends justifies the means

Steps in Planning Process

• Choosing a Program Focussocial issues can positively affected

using several different approaches but what happens to those not selected? What if the focus that was selected undermine alternative approach?

Selecting Target Audiences

• Majority of the resources have been allocated to one or a few market segments, how does the planner address concerns with social inequity? What about the reverse situations in which resources are allocated equally? Hoe about the ones with the greatest needs?

Setting Objectives and Goals

• What if trends indicate that a behaviour objectives we are supporting is conflict with other desired behaviours; or what if our research reveals that the goals our funder/sponsor would like to support is not attainable for our target audience?

Researching Audience Knowledge, Beliefs and Behaviour

• Explore existing knowledge, beliefs and behaviour of our target audience relative to objectives and goals established

Product: Designing the Market Offering

• In social marketing model, the product platform was described to include a core product (benefit or behaviour), an actual product (desired behaviour) and in some cases an augmented product (tangible object or service)

• Ethical considerations will arise with each level

Price: Managing Cost

• Ethical considerations related to pricing strategies’ include issues of social equity (e.g. Fixed versus sliding scale fees); potential exploitation (e.g. Offering monetary incentives to drug-addicted woman for voluntary sterilization) and full disclosure of all cost (e.g. Requirements to toss food composters daily order to receive stated benefits.

Thank You For Listening