Sitting on a Bus 99, my eyes usually rest upon the advertisements that are pasted. “Safe sex, prevent bronchitis, do not make 199 your dial line” are fragments of phrases I caught while looking at the advertisements.
Well well… marketing in non-profit organizations? What approaches are usually needed? Stumbling across Akva’s blog, I managed to learn more about pro-social advertising too. Quoting from Akva’s blog, ‘pro-social advertising is a new and innovative concept, which focuses on relevant, social, health and/ or public issues which are often considered as a threat to the audience.’ It is often creatively used to raise awareness of a problematic issue that people can relate to. Of course, the social/ health and public issue must be communicated across.
Source: starzlife.com
Source: waynebesen.com
Source: akvablog.wordpress.com
Similar to marketing in non-profit organizations in some way, ‘creativity and innovation’ is the main gist of pro-social marketing. Such approaches include:
- Social marketing – main aim is not to make profit but rather seek the public to take action.
- Using catchphrases and slogans – aren’t the above examples memorable?
- De-marketing – the use of marketing to reduce the demand for socially undesirable products. Or informing and persuading citizens to act in a particular way. (Eg.: Do not buy fur-clothing!)
- Public relations – public endorsements etc.
- Internet technologies – published news online etc.
Great post!