Social marketing uses traditional marketing concepts to change health behavior, with the ultimate outcome of a healthier population. Social marketing campaigns have been used to raise awareness of risk and risk behaviors, to promote the adoption of healthy behaviors, and to encourage cessation of unhealthy behaviors. In this assignment, you will be analyzing social marketing campaigns.
For this assignment, select two social marketing campaigns that have been conducted on the same health issue. Be sure to select social marketing campaigns or health issues different from those you used in previous discussion questions, assignments, or the final project.
The Internet, write a 3–5-page paper that addresses the following:
- Evaluate both campaigns discussing their strengths and weaknesses.
- Examine how each of the 4Ps of the marketing mix—price, product, promotion, and place—was addressed in each campaign.
- Compare and contrast the campaigns in terms of the definitions of social marketing provided in the readings.
- Examine the outcomes or objectives for each campaign.
- Describe the intervention strategies for each campaign.
- Conclude the paper with your recommendation for the most effective campaign, giving a brief justification.
Requirements: 4-5
Answer preview
In 2014, the FDA launched “The Real Cost” public education campaign with smoking prevention messaging targeting teenagers. One of the strengths of this campaign is that it used numerous traditional and digital media types to reach its target audience (FDA, n.d.). Anti-smoking messaging and education were delivered on television, radio, and social media adverts. Posters were also placed in high school bathrooms all around the country. Another strength of this campaign is that it was able to adjust to the needs of its target audience. Even though the campaign initially sought to deal with cigarette smoking, once the FDA realized that teenagers were taking smokeless tobacco, it adjusted its campaign to include changing teenagers’ knowledge, attitude, and beliefs about smokeless tobacco (FDA, n.d.). It did the same thing for e-cigarettes (FDA, n.d.). On the downside, the campaign did not inform teenagers who are
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