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The TV commercial is set in what looks like a pub, commonly found in many big African cities, a table of friends it would seem, encouraging one of their friends to take part in what looks like a who can down more beers competition. The scene changes to show a young man and his girl-friend order for a glass of water, the ensuing message talks about resisting peer pressure: its an HIV aids commercial. Messages like these are common all over Africa, from large outdoor signs highlighting the virtues of abstinence, to promoting testing, to informative messages about different causes, malaria, water, sanitation . The list is endless.
In Africa and perhaps the wider developing world, social Marketing has adopted commercial marketing techniques to reach their various target groups.
The very nature of social messages is centered around just that, social issues: health care, development , governance and a host of relevant community life improving causes.
relationships that are deep enough to drive change in behavior. This can no longer be achieved in a crowded market place, where awareness techniques far exceed real engagement.
Social engagement
The key lies in accepting that the custodian of social messages is the wider communities who stand to benefit most from a change in social behavior. And the most powerful form of engagement comes in Experience marketing For real success to be achieved, focus should be on community ownership, partnership and
empowerment that cannot be achieved from top-down marketing mix model, as applied in traditional marketing but rather a bottom bottom-up campaign focused on real engagement.
multidimensional strategies to deliver a single thought process. There are tools will be able to effectively measure the impact of the messages beyond the traditional onal reach and recall parameters utilised in the traditional advertising models, needed most by social marketing practitioners.
The The core of social messages is in making meaningful relationships that are deep enough to drive dri change in behavior. This can no longer be achieved in a crowded market place, where awareness techniques far exceed real engagement
For case studies on how this s has successfully been applied visit www.expagency.biz www.expagen or contact the writer at carol.abade@expagency.biz
Carol Abade is the group CEO of Exp, the largest Pan African Experiential Agency, operating in more than 22 countries in the continent.