Social Marketing
Naomi Radke, seecon international GmbH
Social Marketing
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Copyright
Included in the SSWM Toolbox are materials from various organisations and sources. Those materials are open source. Following the opensource concept for capacity building and non-profit use, copying and adapting is allowed provided proper acknowledgement of the source
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Disclaimer
The contents of the SSWM Toolbox reflect the opinions of the respective authors and not necessarily the official opinion of the funding or
supporting partner organisations.
Depending on the initial situations and respective local circumstances, there is no guarantee that single measures described in the toolbox
will make the local water and sanitation system more sustainable. The main aim of the SSWM Toolbox is to be a reference tool to provide
ideas for improving the local water and sanitation situation in a sustainable manner. Results depend largely on the respective situation
and the implementation and combination of the measures described. An in-depth analysis of respective advantages and disadvantages and
the suitability of the measure is necessary in every single case. We do not assume any responsibility for and make no warranty with
respect to the results that may be obtained from the use of the information provided.
Social Marketing
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Contents
1. What is Social Marketing?
2. Fundamental Marketing Principles
3. Marketing Mix – the 4 P’s
4. The 6 Phases of a Social Marketing Process
5. Example of a Social Marketing Strategy
6. Applicability
7. Advantages and Disadvantages
8. References
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1. What is Social Marketing?
A definition
“Social marketing is the use of commercial marketing techniques to
promote the adoption of behaviour that will improve the health or
well-being of the target audience or of society as a whole.”
Printed truck of the SuperAmma
Campaign to promote
handwashing. Source:
http://www.superamma.org [Accessed: 24.10.2013]
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1. What is Social Marketing?
A promotion framework
• Similar to conventional marketing BUT to achieve a social benefit
(improvement of health, conservation of resources) NOT to sell a
product
• Not a stand-alone awareness raising tool BUT a framework/structure
that combines classic promotional tools with knowledge from
scientific fields (economy, psychology, sociology, anthropology, ...)
• Not easy to implement:
• Changing intractable behaviours
• Often in complex economic, social and political climates
• Often with very limited resources
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1. What is Social Marketing?
Applied to water and sanitation promotion
Improving current situation regarding sanitation and water is mostly
connected with behaviour change of the local communities!
Social marketing can change current behaviour and therefore improve
health of the local community!
TV commercial in
Indonesia.
Source:
http://www.awbnetwork.org/inde
x.php?option=com_k2&view=item&
id=135&Itemid=88 [Accessed:
24.10.2103]
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2. Fundamental Marketing Principles
Principals critical to success of social marketing campaigns
• Understand the audience (needs, wants, barriers, motivations)
• Be clear: What should the audience DO?
• Exchange: offer your audience something appealing in return for
behaviour change
• Competition: your audience can always choose to do something else
• Be aware of the “4 P’s of Marketing” (see next slide)
• Role of policies, rules and laws in efforts to affect behavioural
change
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3. Marketing Mix – the 4 P’s
The “4 P’s Framework” allows:
• Development of the appropriate product
• At the right price
• Easily available through strategic sales placement
• Known about through promotion
• (5th P: sometimes policy is also needed)
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3. Marketing Mix – the 4 P’s
Product
• Not necessarily physical/tangible (e.g. household latrines)
Also
• Services (e.g. sludge removal service)
• Practices (e.g. using proper toilets, saving water)
• Ideas (e.g. environmental protection)
Source: LUETHI et al. (2013)
BUT
Source: http://communitypowerkenya.kbo.co.ke/
[Accessed: 24.10.2013]
Before designing a product, consumer must be aware that there is a
PROBLEM that the product addresses (e.g. Household latrine can
address the problem diarrhoea)  Demand creation!
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3. Marketing Mix – the 4 P’s
Price
• Behaviour change (even though that has no price tag)
• But products that come with behaviour change have a price (e.g.
toilets, soap for hand washing, etc. )
Products need to be affordable for the target audience!
• Subsidies or incentives may be necessary to boost the social
marketing intervention
Source: http://www.gadgetsandgear.com/moneytoilet-paper.html [Accessed: 24.10.2013]
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3. Marketing Mix – the 4 P’s
Place
• Products required for behaviour change need to be available and
accessible for the target audience
• E.g. urban and rural poor need clean sanitation facilities nearby in
order to change their open defecation practices
• E.g. soap needs to be available in nearby stores and water needs to
be available to wash hands
Handwashing requires access to water.
Source:
http://www.wsp.org/about/Cartoon%20Calendars/2007%20Calendar
[Accessed: 24.10.2013]
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3. Marketing Mix – the 4 P’s
Promotion
• If your “product” is a new behaviour or social norm, promotion is
often difficult
Understanding of the motivations of the target audience
Knowledge of their primary and trusted channels of
communication
• Raise awareness
• Desire to adopt the new behaviour
Advertising raising awareness of link between water
pollution and child death. Source: http://www.adsngo.com/2010/07/19/bad-water-unicef/ [Accessed: 24.10.2013]
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3. Marketing Mix – the 4 P’s
The 5th P: Policy
• Sometimes needed for social marketing programs
• Can be used to make unhealthy behaviour harder
• E.g. banning open defecation in public places
• Can be used to make desired behaviour easier
• E.g. subsidising the provision of hand-washing facilities in schools
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3. Marketing Mix – the 4 P’s
Social marketing – not just promotion!
Many behaviour change programs only target the fourth P:
PROMOTION!
BUT
Social marketing is always at least the combination of the 4 P’s!
... Because behaviour change is difficult to achieve if necessary
products are not available at right price and place!
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4. The 6 Phases of a Social Marketing Process
Phase 1: Describe the problem
• Based on thorough review of available data, current literature on
behavioural theory and best practices or programmes addressing
similar problems
• E.g. SWOT-Analysis: finding Strengths, Weaknesses, Opportunities,
Threats
• Develop a strategy team to help develop and promote the program
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4. The 6 Phases of a Social Marketing Process
Phase 2: Conduct the market research
• Target audience?
• What makes different consumer groups alike/different from each
other?
Need to approach different consumer groups in different ways
(own priorities and needs)
E.g. for a general sanitation campaign you cannot have a
standard product (e.g. arborloo) and only promote through one
channel (e.g. radio)
• Objectives:
◦ Cluster target audience into useful segments
◦ Which target audience segments are most ready to change
behaviour
◦ What do they want or need most in order to do that
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4. The 6 Phases of a Social Marketing Process
Phase 3: Create the market strategy
• Heart of marketing program: WHAT you want to achieve and HOW
• Based on research findings (Phase 1) select target audience and
desired behaviour
• Specify benefits the target audience will receive for behaviour
change (benefits they really care about!)
• Specify key barriers that the program will help the target audience to
overcome
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4. The 6 Phases of a Social Marketing Process
Phase 4: Adapt your marketing mix
Different marketing mix for all identified segments:
• Different products
• At different prices
• Available at different places
• Reach segments through different communication tools
Also, develop a plan, timeline and budget for each intervention,
highlight key partner and stakeholders.
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4. The 6 Phases of a Social Marketing Process
Phase 5: Plan monitoring and evaluation
• Monitoring data are used to ensure the program is implemented as
planned and whether strategy is suitable
• Consider also environmental factors (e.g. policies, economic
conditions, new programmes, structural change): have they changed
in ways that affect the program?
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4. The 6 Phases of a Social Marketing Process
Phase 6: Implement the intervention and evaluation
Implementation of the programme and evaluation takes:
• Launching the programme
• Producing materials
• Procuring needed services
• Sequencing, managing and coordinating the respective interventions
• Staying on strategy
• Fielding the evaluation
• Capturing and disseminating findings and lessons learned
• Modifying activities as warranted
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5. Example of a Social Marketing Strategy
Promoting hand-washing with soap (1/2)
• National and state-wide hand-wash marketing programmes in Ghana,
Peru, Senegal, South Africa, Indonesia, among others
• E.g. http://www.globalhandwashing.org/
• It is guided by the following principles:
1. These deaths are preventable (research shows: hand-washing
can reduce diarrhoea by almost 50%)
2. Hand-washing with soap is a right
3. Large-scale changes in hand-washing practices can be
achieved
Source: http://www.globalhandwashing.org/
[Accessed: 28.10.2013]
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5. Example of a Social Marketing Strategy
Promoting hand-washing with soap (2/2)
Performance of Global Handwashing
Dance, Japan.
Global Handwashing Day &
International Day of Disaster Risk
Reduction, Philippines.
Source: http://www.globalhandwashing.org/ [Accessed: 28.10.2013]
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6. Applicability
Social marketing
• Very useful if you are dealing with a large number of “end
customers”
• Improving the current situation in your area regarding water and
sanitation mostly requires a fundamental change in behaviour of the
local community
• Social marketing
can efficiently
change current
behaviour and
improve the wellbeing of the local
community
Source: ECOSAN CLUB (2013)
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7. Advantages and Disadvantages
Social marketing
Advantages:
• Combines knowledge from
various scientific fields in
order to get best
understanding how to change
behaviour
• No need to be a marketing
expert to implement social
marketing
• Potential to strongly improve
the well-being situation of
your community
• Forces you to take a
customer-oriented standpoint
Social Marketing
Disadvantages:
• Implementation requires a
marketing team in order to
conduct the 6 phases
• Requires time and money for
planning and implementation
• Requires some understanding
of marketing principles
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8. References
ECOSAN CLUB (Editor) (2013): Sanitation Comics. Vienna: Ecosan Club. URL:
http://www.ecosan.at/ssp [Accessed: 28.10.2013]
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“Linking up Sustainable Sanitation,
Water Management & Agriculture”
SSWM is an
initiative
supported by:
Created
by:
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