Download - Countermarketing Big Tobacco for the LGBT Community

Carlos Moreno & Duane Cramer

Better World AdvertisingSan Francisco & New York City

Counter-Marketing vs.

Social Marketing

Counter Marketing - Efforts to permanently reduce demand for a product or service that may reflect poorly on the product itself, such as efforts by a group to discourage the use of a product the group deems unhealthy or bad for society.

Social Marketing - The systematic application of marketing and advertising techniques and strategies to achieve specific behavioral goals for a social good.

• Target defined groups of people on health and social issues

• Goal of changing individual behavior, usually through the modification of group norms.

• Emphasis on integrating the values, needs, and concerns of the target audience and the community into program planning and implementation.

• More than efforts to get people

not to buy cigarettes

• Changing norms and behaviors

• Success=community involvement

LGBT Media Campaigns

Social Marketing 101

Social Marketing Basics

• Coined in 1970’s by Philip Kotler

• Using principles and techniques of contemporary

advertising and marketing

• “Selling” ideas, attitudes and behaviors

• Public health and social change, not profit

• Public health and public education + media and marketing

Key Concepts

• Getting attention

• Message comprehension

• Repetition

• Multiple forms

• Interactivity

• Media-worthy

Social Marketing Process

• Research

• Needs Assessment

• Analysis of Previous Efforts

• Segment Target Audience

• Refine goals

FORMATIVE


• Creative process

• Copywriting and Design

• Comps

• Narrow Concepts

DEVELOPMENT


• Focus Groups

• Interviews

• On-line panels

TESTING


• Media Strategy and Buying

• Materials and Collateral

• PR/Earned Media

MEDIA PLANNING


• Campaign launch

• Media coverage

• Ad placement

• Materials Distribution

IMPLEMENTATION


• Process Ads placed, materials distributed,

Quitline calls

• Outcome Surveys, outcome metrics

EVALUATION

Does Social Marketing Work?

• Commercial advertisers spent $137

billion in 2008 in U.S

• 3000 advertising messages per day

• Smoking

• Seatbelts

• Drunk Driving

Classic SocialMarketing Campaigns

Effective Social Marketing

• Adequate resources

• Professional design

• Get attention

• Motivate change

• Start dialogue

4P’s of (Social) Marketing

• Product

• Price

• Place (distribution)

• Promotion

Advertising Techniques

• Bandwagon

• Testimonial

• Transfer

• Humor

• Repetition

• Emotional Words

Testimonial

Bandwagon

Transfer

Repetition

Emotional Words

Challenges

• Funding• Competing issues• Political constraints• Diversity within LGBT community• Comprehensive services