Social Marketing: An Answer to Complex Societal Issues

Beverley Kennedy, Sacramento

The prevalence of adult smoking has declined steadily in California since 1984. The number of vehicle fatalities in the state has also dropped a dramatic 37.3 percent between 2005 and 2010. Across the United States, awareness levels about cardiovascular disease being the No. 1 killer of women has nearly doubled since 1997. Why is this happening? What organization(s) or trend is responsible for improving the well-being of our citizens? The answer – successful social marketing campaigns. 

Social marketing is defined as the application of marketing concepts in order to modify specific behavior for the betterment of society. It is not social media – although the terms erroneously get interchanged on a regular basis – and while social marketing regularly utilizes many of the same communication tools as consumer marketing efforts, the primary goal of social marketing is to do social good.

What makes social marketing unique is the adoption of the fifth “P” which stands for policy/environment change.  An example is the adoption of the primary seat belt law by 32 of our states. The states that have adopted the law have seen a marked increase in seat belt compliance through the use of social marketing campaigns coupled with enforcement.

As we look ahead at the numerous issues facing our society, tapping into the power of social marketing will be pivotal in not only creating awareness, but also sustaining long-term change.  As a part of his agenda to improve the nation’s health, President Barack Obama has made a commitment to focus on critical issues such as HIV/AIDS.  In the president’s National HIV/AIDS Strategy three goals are outlined, including: 1) reduce the number of new HIV infections, 2) increase access to care and improve health outcomes for people living with HIV, and 3) reduce HIV-related health disparities. 

To attain these important goals a comprehensive, systematic and integrated approach will be needed. An approach that includes not only reaching out to multiple audiences to understand their needs better, but also inspires them to take action. Social marketing is an answer that has proven itself time and time again.  And while the president’s goals will not be attained overnight – if done correctly with research, dedicated partners, and proper measurement metrics – change can occur, not only for this  initiative, but for many complex issues facing our society.