Description
The concept of social marketing, different stages involved in social marketing. It explains the concept with the help of Lifeboy's social programme called Lifeboy Swasthya Chetna.
Social Marketing
• Social marketing refers to the application of commercial marketing concepts, tools, resources, skills and technologies to encourage socially beneficial behaviour among those segments of the population not served, or not adequately served by existing public and private systems.
• Social Marketing - the domain of government • Focus on health promotion, road safety, environment protection, and improving citizens’ quality of life
Government &social marketing
• The National Population Policy 2000 (NPP 2000) recognises the immense potential of Social Marketing in expanding the outreach and coverage of health care products and services, and emphasises the need to formulate and implement social marketing schemes for provisioning products and services, through partnerships between the voluntary sector, non– government organisations, the private corporate sector, Government, Panchayati Raj Institutions and the community. It recognises that all of this will accelerate achievement of the national socio-demographic goals.
Example
• Brand name –Safewat • 2.5% chlorine solution Dropper dosing -one drop for one litre water • 100 ml. bottle costs approx. quarter dollar • Launched in June’04 in
Project Background
• Urban slums : 0.25 million population Duration July’03-Dec’05 • $200,000 by USAID • Goal: To reduce under five child mortality due to diarrheal diseases Purpose : • Improve hygiene & safe drinking water practices • Better management of diarrheal cases
Behaviour Change Communication Activities
• Water testing in community groups before product launch • Inter-personal communication –household visits by 136 trained community workers • Track behaviour change • Product demonstration • Referrals • Women’s meetings
Strategy : An Integrated Approach
Successful launch of Safewat
5 Stages of Social Marketing
• Define Problem: Know what you want to do and why (your expertise is key) • Market Research: Understand your audience: barriers, motivators, etc. • Planning: Determine best way to reach audiences and to achieve goals • Implementation: Make it happen • Evaluation: Define and measure successes
Lifebuoy Swasthya Chetna
•
The Lifebuoy Swasthya Chetna programme was initiated in 2002 as a rural health and hygiene initiative in India. In partnership with local government bodies, the Lifebuoy Swasthya Chetna programme is designed to spread awareness about the importance of washing hands with soap. It also promotes general hygiene in rural areas that are difficult to reach through usual marketing campaigns such as television, press or in-store advertising and promotions.
•
• The campaign has three communication tasks: • To establish the presence of germs, even on clean hands, through the use of a 'glow germ demo kit' that has been developed by Unilever for use in Lifebuoy Swasthya Chetna. The simple and powerful tool makes unseen germs visible. • To establish the consequences of these hidden germs, which when ingested, can cause stomach infections and , or be transferred to eyes causing painful eye infections, or infecting wounds. • To establish how current practice is not enough to fight these germs by using the glow germ demo kit to demonstrate that washing with water is not enough, and that it is necessary to wash hands with soap for germ protection.
• Covering 130 million people in 30,000 villages since 2002, the Lifebuoy Swasthya Chetna programme has made its mark as the single largest private hygiene education project in the world. • The Swasthya Chetna programme re-launched in 2009, and will cover even more villages in India as part of the Lifebuoy brand's crusade.
Conclusion
• Lead to behavioural change among priority target groups of specific target groups. • Expand the market in rural areas and urban slums, using Government rural health infrastructure in addition to private distribution networks.
Conclusion cont.
• Involve the private sector and encourage public-private partnership at all levels. • Expand the current basket of products. • Apply commercial franchising techniques to the delivery of standard preventive services.
Conclusion cont.
• Encourage these shifts with Government subsidies for the development of new rural markets, better targeting of free distribution towards most vulnerable groups, and funding of specific interventions in specific areas (areaprojects). • Diversify the sources of funding (private corporate sector).
Conclusion cont.
• Set-up a new mechanism for stronger stakeholder involvement in the management of the programme. • Improve the management of the programme with the development of rational and transparent guidelines for product management, allocation of government funds, monitoring and evaluation.
Conclusion cont.
• Along with its partners, set-up a Code of Ethics for social marketing practices, and corresponding sanction measures.
Reference
• Chandran Johnson S, Aylur Kailasom S, Solomon S, Santhanam A, Plewman C, Crane S;International Conference on AIDS. Int Conf AIDS. 2000 Jul 9-14; 13: abstractno.WePpC1396 www.hul.com www.mohfw.nic.in
• •
THANK YOU
doc_728388702.pptx
The concept of social marketing, different stages involved in social marketing. It explains the concept with the help of Lifeboy's social programme called Lifeboy Swasthya Chetna.
Social Marketing
• Social marketing refers to the application of commercial marketing concepts, tools, resources, skills and technologies to encourage socially beneficial behaviour among those segments of the population not served, or not adequately served by existing public and private systems.
• Social Marketing - the domain of government • Focus on health promotion, road safety, environment protection, and improving citizens’ quality of life
Government &social marketing
• The National Population Policy 2000 (NPP 2000) recognises the immense potential of Social Marketing in expanding the outreach and coverage of health care products and services, and emphasises the need to formulate and implement social marketing schemes for provisioning products and services, through partnerships between the voluntary sector, non– government organisations, the private corporate sector, Government, Panchayati Raj Institutions and the community. It recognises that all of this will accelerate achievement of the national socio-demographic goals.
Example
• Brand name –Safewat • 2.5% chlorine solution Dropper dosing -one drop for one litre water • 100 ml. bottle costs approx. quarter dollar • Launched in June’04 in
Project Background
• Urban slums : 0.25 million population Duration July’03-Dec’05 • $200,000 by USAID • Goal: To reduce under five child mortality due to diarrheal diseases Purpose : • Improve hygiene & safe drinking water practices • Better management of diarrheal cases
Behaviour Change Communication Activities
• Water testing in community groups before product launch • Inter-personal communication –household visits by 136 trained community workers • Track behaviour change • Product demonstration • Referrals • Women’s meetings
Strategy : An Integrated Approach
Successful launch of Safewat
5 Stages of Social Marketing
• Define Problem: Know what you want to do and why (your expertise is key) • Market Research: Understand your audience: barriers, motivators, etc. • Planning: Determine best way to reach audiences and to achieve goals • Implementation: Make it happen • Evaluation: Define and measure successes
Lifebuoy Swasthya Chetna
•
The Lifebuoy Swasthya Chetna programme was initiated in 2002 as a rural health and hygiene initiative in India. In partnership with local government bodies, the Lifebuoy Swasthya Chetna programme is designed to spread awareness about the importance of washing hands with soap. It also promotes general hygiene in rural areas that are difficult to reach through usual marketing campaigns such as television, press or in-store advertising and promotions.
•
• The campaign has three communication tasks: • To establish the presence of germs, even on clean hands, through the use of a 'glow germ demo kit' that has been developed by Unilever for use in Lifebuoy Swasthya Chetna. The simple and powerful tool makes unseen germs visible. • To establish the consequences of these hidden germs, which when ingested, can cause stomach infections and , or be transferred to eyes causing painful eye infections, or infecting wounds. • To establish how current practice is not enough to fight these germs by using the glow germ demo kit to demonstrate that washing with water is not enough, and that it is necessary to wash hands with soap for germ protection.
• Covering 130 million people in 30,000 villages since 2002, the Lifebuoy Swasthya Chetna programme has made its mark as the single largest private hygiene education project in the world. • The Swasthya Chetna programme re-launched in 2009, and will cover even more villages in India as part of the Lifebuoy brand's crusade.
Conclusion
• Lead to behavioural change among priority target groups of specific target groups. • Expand the market in rural areas and urban slums, using Government rural health infrastructure in addition to private distribution networks.
Conclusion cont.
• Involve the private sector and encourage public-private partnership at all levels. • Expand the current basket of products. • Apply commercial franchising techniques to the delivery of standard preventive services.
Conclusion cont.
• Encourage these shifts with Government subsidies for the development of new rural markets, better targeting of free distribution towards most vulnerable groups, and funding of specific interventions in specific areas (areaprojects). • Diversify the sources of funding (private corporate sector).
Conclusion cont.
• Set-up a new mechanism for stronger stakeholder involvement in the management of the programme. • Improve the management of the programme with the development of rational and transparent guidelines for product management, allocation of government funds, monitoring and evaluation.
Conclusion cont.
• Along with its partners, set-up a Code of Ethics for social marketing practices, and corresponding sanction measures.
Reference
• Chandran Johnson S, Aylur Kailasom S, Solomon S, Santhanam A, Plewman C, Crane S;International Conference on AIDS. Int Conf AIDS. 2000 Jul 9-14; 13: abstractno.WePpC1396 www.hul.com www.mohfw.nic.in
• •
THANK YOU
doc_728388702.pptx