Social marketing as a formal discipline was ‘born’ in the 1970s and was only implemented by the health committee in the late 80’s. About a decade later “Social Marketing: An effective tool in the global response to HIV/AIDS” was released by the United Nations. It was written when social marketing as a practice was not yet established, and organizations were tasked with convincing donors and marketers that social marketing programmes were effective tools in combating epidemics and bringing awareness to various causes. Because of this, the document was written from a persuasive stand point; championing the role of social marketing, providing rationale and case studies, and addressing concerns such as cost, competitiveness and sustainability. Today, the effectiveness of social marketing is no longer debatable, the issue we face now, however, is how to do it well. Although this document is outdated and not as relevant as it was in 1998, there are still a lot of significant learnings that we can take from it. I took the time to peruse the UNAIDS release and highlight some of the points that social marketers today can take away from it. It is also noteworthy to mention that the release dealt primarily with Condom Social Marketing (CSM), so many of the examples and cases focus heavily on that topic.
1. Changing Perceptions and Behaviors, not just Conversations
Up until the mid-80s CSM was not widely used as an effective tool in combating the spread of HIV/AIDS. However, by 1996, social marketing programmes distributed more than 783 million condoms. But it wasn’t as simple as handing out condoms to whoever would take them. These organizations were faced with the task of changing the conversation about condoms within many cultures. Talking about sex was (and in many places still is) a taboo subject, and buying condoms could be seen as promiscuous or embarrassing, especially if one was forced to buy them at a chemist or clinic. Through social marketing and donor funding however, organizations were able to implement competitive profit margins, brand promotions, attractive packaging and alternative distribution channels to make condoms as widely available and accepted as cigarettes, sodas and light bulbs. Other organizations such as the Botswana Social Marketing Programme developed the Tsa Banana project that created outlets geared towards youth. These outlets provided a relaxed, non-judgmental environment where young people could recieve condoms as well as advice. Today, social marketers need to remember that messages cannot simply be about awareness, but must also focus on messages and tactics that change ingrained and deep-rooted cultural behaviors.
2. Element of Surprise: Non-Traditional Tactics
Although the document does not specifically mention ‘non-traditional’ advertising techniques as a focal point, many of the case studies include guerilla marketing tactics as supplementary communications methods. Programmes in India, Uganda and Cambodia incorporated the use of street magicians, talk shows and puppet shows to communicate HIV/AIDS awareness messages. These tactics were not only innovative, but effective, raising awareness by 80% in some target groups.
Today, non-traditional advertising techniques are equally as important as print and television ads within a campaign. However, my own humble opinion is that the best social marketing efforts are those that surprise the audience and literally ‘wake up’ society, focusing primarily on non-traditional, guerilla tactics. The Truth street campaigns are a great example of this, utilizing hyperbolic statements and actions to educate the public about tobacco related deaths and illnesses. As saturated with messages as our society already is, it is becoming increasingly important to include elements of surprise and innovation whenever possible. One sided communication messages simply no longer work. Which leads me to the next point.
3. Engagement
“Engaging Consumers” is a highly used (and often misused) catch phrase that gets thrown around in advertising agency conference rooms on a regular basis. Although it is an extremely hackneyed phrase, the effectiveness of user engagement done right, is not over exaggerated. Many of the strategies mentioned in the release focused heavily on engaging communication methods, including what we now refer to as ‘user generated content’. HIV awareness efforts such as a radio show that answers questions from listeners, and booklets for teenagers illustrated and designed by teenagers, are forms of engagement that were effective when this release was written more than a decade ago. Today, social marketers are challenged with the opportunity to engage larger audiences, across an increasing number of platforms, using more creative techniques.
A lot has changed since this release was written twelve years ago. Technology has advanced tremendously, the world is becoming smaller, and HIV/AIDS education is an increasingly accepted and recognized necessity. However, many of the issues that cause marketers and organizations faced in 1998 are still very relevant today. Low literacy rates, lack of educational facilities, cultural and religious barriers, corrupt government figures and the lack of adequate infrastructures in many parts of the world, are very real obstacles that we still face today. However, I stand by my belief that through the use of technological advances, innovative and engaging problem solving techniques and solid communication and marketing strategies, it is possible to make the world a better place through advertising and marketing.
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