Behavior Change Communication is a development communication strategy to make a positive behavioral change in the individual level. In a sense it support individual to have a good change in the private life as well as in a big scale to the society itself.
Roles of Behavior Change Communication:
• Increase individual knowledge
• Encourage participation
• Reduce discrimination
• Improve skills and sense of self-efficiency
Behavior change communication similar to Media Advocacy or Social marketing but the difference is here it brings individual level change. And as we can imagine if the change started to happen then in a mass scale then it will change to society too.
Examples of Behavior change communication:
* Using the dust bin.
Tuesday, August 18, 2009
Saturday, August 8, 2009
Social marketing & its four "P"
What is Social marketing?
Social Marketing is a systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral changes for a social good. It can be used for making a positive change in the society for the society. So social marketing is to market or spread a new improved thought in the society. For a example we can say that we can start a social marketing about a thought that “Don’t smoke”.
How it is different to Media Advocacy?
They are almost same by their objective in the society. But the difference is in their systematic approach. Media advocacy work on a higher level, in the policy level but social marketing works on individual level.
The "Four P's" of social marketing
1) Product: In social marketing "product" is not some thing tangible, physical products. It is like an objective or goal of making awareness among the people for there betterment & the society.
2) Price: Here price can not be said as money. It is the sacrifice people have to do for benefit that they will get after adopting the concept.
3) Place or channel: Place or channel is the way people will get the information or product which we are marketing socially. It can be a school, office or mass media itself. This part can affect previous part of price.
4) Promotion: Lastly, the last "P" of this process is promotion. Promotion is the final use of advertising, public relations, billboards etc.
Social Marketing is a systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral changes for a social good. It can be used for making a positive change in the society for the society. So social marketing is to market or spread a new improved thought in the society. For a example we can say that we can start a social marketing about a thought that “Don’t smoke”.
How it is different to Media Advocacy?
They are almost same by their objective in the society. But the difference is in their systematic approach. Media advocacy work on a higher level, in the policy level but social marketing works on individual level.
The "Four P's" of social marketing
1) Product: In social marketing "product" is not some thing tangible, physical products. It is like an objective or goal of making awareness among the people for there betterment & the society.
2) Price: Here price can not be said as money. It is the sacrifice people have to do for benefit that they will get after adopting the concept.
3) Place or channel: Place or channel is the way people will get the information or product which we are marketing socially. It can be a school, office or mass media itself. This part can affect previous part of price.
4) Promotion: Lastly, the last "P" of this process is promotion. Promotion is the final use of advertising, public relations, billboards etc.
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