Marketing_Management_14th_Edition-min

638 PART 8 CREATING SUCCESSFUL LONG-TERM GROWTH
publicity—AT&T even featured Mycoskie in a commercial—and sales
revenue for the first five years of the firm’s existence has been estimated
at $50 million.
These two Argentinean children
are wearing shoes donated by
TOMS as the result of customer
purchases of two pairs of its classic
alpargata footwear.
Social Marketing
Cause-related marketing supports a cause. Social marketing by nonprofit
or government organizations furthers a cause, such as “say no to
drugs” or “exercise more and eat better.” 71
Social marketing goes back many years. In the 1950s, India started
family planning campaigns. In the 1970s, Sweden introduced social
marketing campaigns to turn itself into a nation of nonsmokers and
nondrinkers, the Australian government ran “Wear Your Seat Belt”
campaigns, and the Canadian government launched campaigns to
“Say No to Drugs,”“Stop Smoking,” and “Exercise for Health.” In the
1980s, the World Bank, World Health Organization, and Centers for
Disease Control and Prevention started to use the term social marketing
and promote interest in it. Some notable global social marketing
successes are:
• Oral rehydration therapy in Honduras significantly decreased deaths from diarrhea in children
under five.
• Social marketers created booths in marketplaces where Ugandan midwives sold contraceptives
at affordable prices.
• Population Communication Services created and promoted two extremely popular songs in
Latin America, “Stop” and “When We Are Together,” to help young women “say no.”
• The National Heart, Lung, and Blood Institute successfully raised awareness about cholesterol
and high blood pressure, which helped significantly reduce deaths.
Different types of organizations conduct social marketing in the United States. Government agencies
include the Centers for Disease Control and Prevention, Departments of Health, Social, and
Human Services, Department of Transportation, and the U.S. Environmental Protection Agency.
The literally hundreds of nonprofit organizations that conduct social marketing include the
American Red Cross, the United Way, and the American Cancer Society.
Choosing the right goal or objective for a social marketing program is critical. Should a familyplanning
campaign focus on abstinence or birth control? Should a campaign to fight air pollution
focus on ride-sharing or mass transit? Social marketing campaigns may try to change people’s
cognitions, values, actions, or behaviors. The following examples illustrate the range of possible
objectives.
Cognitive campaigns
• Explain the nutritional values of different foods.
• Demonstrate the importance of conservation.
Action campaigns
• Attract people for mass immunization.
• Motivate people to vote “yes” on a certain issue.
• Inspire people to donate blood.
• Motivate women to take a pap test.
Behavioral campaigns
• Demotivate cigarette smoking.
• Demotivate use of hard drugs.
• Demotivate excessive alcohol consumption.
Value campaigns
• Alter ideas about abortion.
• Change attitudes of bigoted people.