Social

Strategies
Marketing

A report on strategies and

media combinations
18
20
THE
Objectives
Discuss the importance of developing strategy
appropriate to your social marketing/social mobilization
program
Describe media combinations which could be
considered in social marketing strategies
Apply an appropriate social marketing strategy to your
social marketing/social mobilization program 
 What we
learned
Key steps in developing social marketing strategies (Duxbury)
before
Step 1. State your Purpose.
Step 2. Identify and segment your Target Audience.
Step 3. Set objectives and targets.
Step 4. Analyze barriers and benefits.
Step 5. Work on the 4Ps Marketing Mix (Product, price, place and promotion)
Step 6. Establish monitoring and evaluation strategies.
Step 7. Work out your budget and funding resources.
Step 8. Pilot your marketing strategy.
 SOUP KITCHEN FOR
THE SCHOLARS
This is a social marketing project of Jack Serrano a former
student of  Novaliches High School that aims to reward
bright, but needy primary and high school students with
good nutrition throughout the school day. The  group of Mr.
Serrano  will be identifying a district that is considered poor
and list down all the students at the top of their classes in
the schools located in the district. These names will be
presented to supermarkets and groceries near the area and
they will be asked to donate all the fruits and vegetables
that are for disposal. The group who will in turn, churn these
out to delicious, healthy meals through the help of a
network of volunteers that will be  divided into collectors,
cooks and delivery personnel.  cooking them and to delivering them to the students.
The project is no doubt ambitious and will count on
enormous Volunteerism and the spirit of championing
welfare of deserving members of the community from the
community itself. Social media will be the key in to get the
 project running. After identifying deserving students from
various schools, a campaign to make the community aware
of the plight of bright, but oftentimes hungry students will
be implemented,  followed by an introduction of the group,
its mission and its specific plans. Signing up of volunteers
who will first hit the ground running by urging people to
sign petitions calling for supermarkets and groceries to
donate their products that are for disposal. These
volunteers, also through social media, will look for fellow
volunteers that will ensure steady operations of the project
 from collecting the products from stores to preparing and
        
 STEPS APPLIED
AND DEFINED
Steps in developing Social Marketing were present in the campaign of Mr. Serrano
  
1. Campaign Purpose
2. Target Audience and Objective-ABCD approach composed of 4 elements audience,
behaviour, condition and degree.
3. Objectives and SMART targets, stands for:
specific, measurable, attainable, realistic and time bound.
4. Analyse the barriers and benefits
5. Product, Price, Place and Promotion
Develop tools and strategies to address major barriers and benefits
Product – the offer made to target adopters
Price- the cost
Place – the means by which the social product is delivered to the target adopters.
Promotion – the means by which the social product is promoted to the target adopters.
6. Monitoring and evaluation
7. Budget and funding sources
 5 FUNCTIONS OF
EFFECTIVE
SOCIAL
MARKETING
STRATEGY
Social media, “which refers to technologies, platforms and services that enable individuals to engage in
communication from one-to-one, one-to-many, and many-to-many” (Media convergence, 2017), is becoming one
of the most important drivers of media and technological convergence in the world today.This audience and
content-rich platform is a great place to engage with people. How? Sameer Kahn discussed five functions of
social media which you should keep in mind when preparing your social marketing strategy: 
Listen
Social media’s currency is conversation. In today’s digital world,
feedback is almost instantaneous. Employ monitoring tools to
listen in on what people are saying, whether positive or negative.

Analyze
What is their response to your campaign? What are the hot
topics being discussed online? 

It isn’t enough to listen; you need to make sense of the

conversation too. Identify the personalities that emerge in the
conversations. Profile the people who are talking. Determine
which messages are important to you, and respond to these

Engage messages accordingly. Ex. Facebook, can be measured by likes

and comments while Twitter is by re-tweets

Khan indentified 3 pillars of engagement: campaign, content, and connections. Make sure
the campaign is specific to your target audience. Deliver content that is timely, frequent,
and high quality. People want to get updates from their favorite brands regularly. Respond
to this demand and establish connections with them. To cultivate this relationship, it’s
important to see the “customer” as an individual with a distinct background, and a unique
behavior and set of preference.
Influence
The more you engage with your consumers, the more there are
influencers are created. According to Khan, influencers are
people who passionate about your brand. In the process of
continues engagement with them, they become experts about
your products and help you reach other people within their
network. 

Measure
While social media provides constant feedback, it’s important
you still measure the impact your campaign is having. Tools like
Facebook Insights, Google Analytics or Brandwatch are just
some of the tools that help you make sense of the data. 
As more people join social media, the traditional gatekeepers of influence are also being challenged. One of
the issues emerging from this is how social media influencers behave. I’m sure you’ve followed celebrities,
bloggers, and vloggers on Facebook and Instagram who share “paid” posts, leveraging their so-called “clout”
to promote a brand. With this in mind, take the time to read this article entitled: 

Why luxury resorts are fed up with 'freeloading' social media 'influencers' and
share us your thoughts about it.
How to
BALANCE TRADITIONAL AND SOCIAL
MARKETING STRATEGIES

4 Concepts of Marketing:

A    - Attention        - Getting Customers

I      - Interest           - Generating interest by highlighting the benefits
D    - Desire              - Must have / Mind-set
A    - Action              - Motivate customers to react positively
SOCIAL NETWORKING MAKES IT EASIER FOR SMALL BUSINESS
OWNERS TO REACH POTENTIAL CUSTOMERS BUT HARDER TO ENGAGE
THEM AND BUILD ON-GOING LOYALTY. HOWEVER, WHEN YOU ARE
ABLE TO SUCCESSFULLY COMBINE BOTH TRADITIONAL AND SOCIAL
MEDIA STRATEGIES, YOU WILL HAVE DEVELOPED AN EXTREMELY
POWERFUL MARKETING TOOL FOR YOUR COMPANY.

- Andre Kay, CEO and Chief Marketing Officer for Sociallybuzz, a social media
management firm
SUGGESTIONS IN INTEGRATING TRADITIONAL
WITH SOCIAL MARKETING:
1. Connect print media with social marketing by providing the link to the company website on all your printed
advertisements (brochures, business cards, etc.)

2. Print Testimonials of your customers from your social media accounts to your print ads.

3. Link an offline promotion with an online advantage by doing an “x-deal” with your customers. You may give a
free product / service to your customers in exchange of an agreement to post the promo they get from you to their
social media accounts.

4. Build Customer Engagement with Email Lists or Opt-in Cards by giving special discounts to those who will sign-
up in your online promotions or liking your social media post.

5. Enlist all Employees in Blending Strategies by seeking their help to notify customers regarding your social
media presence.

6. Cross Sell Online and Offline by giving your customers the correct and valid url of all your social media accounts
to make sure that they are all proper aware of how they can easily find you in case they need purchase your product
or ask for your service.
Social
Marketing
for Social
Mobilization
 Social Mobilization – it is the process of bringing together all
feasible and intersectoral social allies to raise people’s
awareness and demand for a particular development
program. Will lead to strengthen community participation for
sustainability and self-reliance. (McKee 1992).

Social Marketing – is a set of integrated activities aimed at

making the clientele accept the product or practice. Through
the power of communication, it helps create a climate
conducive to social and behavioral change. (McKee 1992).
Its main objective is to increase the acceptability of a social
idea or practice. 
It uses marketing principles and techniques to reach the
desired goals.
 Elements of Social Marketing
Social Marketing had evolved when developing countries ignored the social
program for it wasn’t pleasing and presentable for them, in other words, not Product – tangible product, a social
catchy at all. They were easily attracted and open to the well-packaged and cause/idea/practice or any form of
advertised products, through marketing strategies. Development planners behavioral change that could help to reach
and policy workers started adapting the concept of marketing. the social marketing goals.

It is undeniable that social marketing drew from commercial marketing but it Price -  not just the monetary cost of the
differs in motive or objectives. Commercial Marketing is more on economic product but also the following:
profit or personal interest and social marketing is on social development or
Opportunity Cost – time lost for other
behavioral change.
activities.
Physical Cost - the stress and risk
Social Marketing Objectives (Stuart 1992):
exerted.
to promote social ideas, values, and practices supportive of Social Cost - possibility of being
development goals through people participations; negatively judged by others.
to increase and facilitate the acceptability of a social idea, cause Place – refers to the channels on how the
or practice among its intended audience; ideas deliver or on how to the target clientele
to reinforce or change people’s knowledge and understanding, accept or obtain the social marketing goals.
attitudes, beliefs, skills and practices; and
to resolve problems confronting a target group that could lead to Promotion – refers to strategies and activities
improving their living condition. to popularize the idea or concept of
development. 
Additional Elements:

People – refers to the target audience as well as to

the resources and implementors.
Process – refers to the steps on how to reach the
target audience and how they will acquire the
product.
Presentation – refers on how presentable the
product, it also refers to packaging 
Positioning – proper and suitable presentation of
the product. It should be distinctive and attractive.
Partnership – having connections with others
especially those who have the same goals.
Policy/Politics – law makers/ government
interventions and other activities that supports the
program in reaching the goals.

These elements of social marketing are truly effective

in social mobilization. With proper understanding and
application of these, reaching the right people with the
right message at the right time would be possible.
The following are the factors to consider in formulating Social Marketing:

1. Product – make sure that you know well the product, its significance and contributions.
2. Audience – be aware of your audience’ characteristics, profile and literacy rate. Segmenting the audience will give
necessary and applicable social marketing strategy.
3. Adult Learning Principle – can apply suitable learning principles. Adults learn when they want to and when they
feel they need to.
4. Presentation of Products – make sure that your product is well presented that directly suits to the needs of target
clients. Make them want it and need it. Present in a meaningful and persuasive way that you can gain their trust and
make them feel that they need you or your product. You can also publicize the success of your company and other
activities.
5. Positioning – present or sell your product/service in the most effective means. It could be a place of presentation or
through mass media. Just make sure that the target audience has access to this.
6. Resources  -make a list of the resources to be needed and the personnel assigned.
7. Priority List and Analysis – make a list of the company or target audience that are interested and could possibly buy
or avail your product/service. Make them as the first priority. Analyze the company or target audience that has a less
of chance of buying or purchasing your product or service and create another marketing strategy that suits their needs
or desire.
8. Connection – connect with other company or agencies that has same goals as yours. Make a good and productive
engagement with them. Treat them well especially the potential donors.
 Mobilizing
Public Will For
Social Change
Published in 2003, Mobilizing public will for social change, gives an in-depth view
of the theories and strategies of ‘public will’ campaigns and provides  concrete
parameters for their evaluation. It gave answers to the questions, which over the
years, communication researchers, sociologists, public health specialists and
political scientists sought to answer.

It gives several strategies for use in mobilizing the public through an intervention
of models of agenda setting, social problem construction, issue management,
social movements, media advocacy, and social capital. 
 The Philosophy of the Public Will Campaign
“Public sentiment is everything. With public sentiment nothing can
fail; without it, nothing can succeed. Consequently, he who molds
public sentiment goes deeper than he who enacts statutes or
pronounces decisions. He makes statutes or decisions possible or
impossible to be executed."

--Abraham Lincoln, 1858

 Public will defined:

ORGANIZED, STRATEGIC INITIATIVES

DESIGNED TO LEGITIMIZE AND GARNER
PUBLIC SUPPORT FOR SOCIAL
PROBLEMS AS A MECHANISM OF
ACHIEVING POLICY ACTION OR
CHANGE (HENRY AND RIVERA, 1998;
COFFMAN, 2002).
GOALS
Alter the policy potential of asocial problem in
such a way that it moves from having a Engineering of Consent -
relatively low profile on the unstructured and understanding of how
somewhat amorphous public agenda to a much communicators were
higher profile on the more structured and becoming increasingly able
concrete policy agenda. to shape and then mobilize
 Influence policy makers directly or through an the public will (Creel,
indirect path of mobilizing key groups of 1920).
constituents to take political action.
Emphasize the importance of community
involvement, mobilization and empowerment in
realizing social change. 
 “...choice behaviors in the context of
Influencing the public will structural opportunities and
constraints. Choices are made
cannot occur within a within such opportunities and

single level of analysis or constraints and choices interacting

with structural opportunities and

through the principles of a constraints can also alter or create

structural opportunities and

single theory of social constraints. These processes

necessarily shift between the
change. macrostructure and the
microstructure.” (Lin, 2001:xi)
 CHALLENGES FOR
Public Will Campaign Planners
A. BEYOND THE IDEOLOGY OF INDIVIDUALISM

Efforts of public will campaigners may be criticized and delegitimized as rooted in politics or partisanship.

Individualism rests at the base of the cherished “one-person, one-vote” tenet of democracy, and has long served as
the rationale for the pervasive use of individual-behavior-change campaign strategies.

Under this ideology, the responsibility for health rests with the individual, and thus such public health threats as
AIDS, smoking, premature heart attack and cancer historically have been viewed as individual-level problems.

The compatibility between the underlying cultural ideology of individualism and the public health construction that
individuals are responsible for their health, the individual behavior-change campaign strategy has long been used
and considered an appropriate and apolitical solution to social problems.

Thus, by seeking to institute change beyond the individual level, public will campaigns may be viewed with
suspicion or greeted with accusations of “politicizing” otherwise “scientific” issues.

The underlying cultural ideology favors the use of individual-level approaches to addressing social problems, often-
burdening proponents of public will campaigns with the need to explain and justify their goal of trying to change
the system. This structural condition has implications for the campaign’s goals and evaluation criteria.
B. EFFECTIVE PUBLIC OPINION

In any realistic sense, public opinion consists of the pattern of the diverse views and positions on the issue
that come to the individuals who have to act in response to the public opinion. Public opinion which was a
mere display, or which was terminal in its very expression, or which never came to the attention of those
who have to act on public opinion would be impotent and meaningless as far as affecting the action or
operation of society is concerned (Blumer, 1948).

“Effective” public opinion, is much more than the sum of individuals’ preference or attitudes, which is the definition
used in survey research (Blumer, 1948).

Effective public opinion is that expression of sentiment that actually reaches the systematic agenda of political
decision- makers, and can be achieved either directly through lobbying  and other forms of direct communication, or
indirectly, through publics motivated to mobilize for political action.

Hence, public opinion is a dynamic process with a desired goal of policy change, rather than a static snapshot of
individuals’ opinions. 
C. COMMUNITY AS THE MECHANISM OF CHANGE

A community is seen to be the as the actual mechanism, rather than mere location, of change (Bracht, 1999). This
view recognizes that individuals may make choices, but they do so from options determined by their environments.

This line of thinking conceptualizes community in social-psychological rather than geographic terms, and focuses
on such notions as networks, mobilization, participation, involvement, and sustainability.

It gives a notion that if community institutions (churches, schools, government offices, and the like) are not
participating, not reinforcing campaign themes and desired choices, efforts to mobilize the public will are unlikely to
be successful. This in turn suggests that community institutions are not static or immutable, but rather malleable and
capable of being mobilized in unified and coordinated fashion to shape individuals’ social, political and economic
environments.
Interdisciplinary
Models and Theories for
Public Will Campaigns
A. SOCIAL PROBLEM
CONSTRUCTION
Social problem exists when an
influential group asserts that a
certain social condition affecting
a large number of people is a
problem that may be remedied
by collective action (Zastrow,
2004).  In other words, “…our
sense of what isor is not a social
problem is a product, something
that has been produced or
constructed through social
activities” (Best, 1989 a:xviii) as
opposed to the objective
conditions themselves.
Issues become known as a
social problem only in the
context of a chronological era
and social structure when some
influential individual or group (a)
provides a label to the
phenomenon and (b) claims that
the condition is indeed a social
problem.
Viewed from the constructionist
lens, the study of social
problems does not result in a
focus on objective conditions  makers.
per se, but rather on values, labels,
strategies and the interests of
claims- making individuals and
groups, the goal of which is to
influence the public will in hopes of
garnering political resources to
remedy the social condition
defined as problematic.
Furthermore, the process of social
problem construction is highly
competitive, as competing claims-
makers seek to have their problem
definition—rather than that of a
competitor—accepted by the
media and political decision
 
The key term in this definition is “asserts,” for the prevailing
view of social problems comes from the constructionist
perspective, which focuses on the communication activities of
“claims makers,” i.e., influential individuals and/or groups
that make claims that certain objective conditions constitute
problems worthy of social attention and political remedy.
Students of social problem construction have identified a rich inventory of strategies used by claims
makers in public will campaigns to define and frame social problems:

typification, or defining a social problem and offering examples that

have potential to influence the public will (Best, 1989 a);
the use of numbers and statistics to demonstrate that asocial
condition affects many people and hence is worthy of serious
political attention; and
using the typification of a problem to imply an obvious solution;

Social problem construction is a necessary condition for the organization of a public will campaign.
At the same time, the construction of a social problem involves the use of public will campaigns to
define and typify the conditions that a claims making group contends are problematic and to raise
public awareness and eventually gain the attention of influentials
 B. AGENDA BUILDING

Agenda Building focuses on explaining the process through which

some issues emerge and gain prominence in the media, court
system and/or legislatures, whereas other issues never achieve
public prominence(Cobb and Elder, 1983; Baumgartner and Jones,
1993; Kingdon, 1995; Stone, 1997). It has obvious implications for
public will campaigns by its emphasis on strategies that can be used
to gain access to the public and systemic agendas. 
The theory is predicated on two fundamental concepts: scarcity and subjectivity. By their nature,
institutional agendas tend to have severe structural limitations (Hilgartne rand Bosk, 1988).

Scarcity is at the basis of agenda building theory. In order to gain access to one
of the limited and highly cherished slots on some institutional agenda, groups
must attempt to gain a competitive edge over rivals.

Subjectivity suggests that the meaning of an issue is not inherent, but rather
intentionally defined and redefined by groups seeking to make their issue more
“marketable” or attractive to the gatekeepers who control access to institutional
agendas.

The most enduring description of the agenda building process is offered by Cobb and Elder (1983).

The process starts with recognition of some conflict (analogous to a social problem in sociological
literature) involving differences of opinion regarding policy options, allocation of scarce resources,
interpretations of scientific information or other disagreements.

The next two ingredients in Cobb and Elder’s model of agenda building are
triggers and initiators.
Triggers are unforeseen events that the initiator links
to a conflict in an effort to gain visibility.
Examples of potential triggers can
include things like a death of a celebrity
due to AIDS (such as Arthur Ashe or
Rock Hudson), a train wreck, an act of
terrorism, a hurricane, a strike or an auto
accident. Examples of initiators are
public health champions who seek to
promote the public interest rather than
some personal gain, interest group
advocates who seek a redistribution of
resources, or political figures intent on
getting re-elected.
It is this interaction of conflict, trigger and initiator that
launches the agenda building process, potentially
converting a small,localized disagreement into some
national controversy that could end up on the docket  an issue will be defined; and
of the Court—or forgotten the next day.Skillful agenda
builders know that the raw materials of a conflict are
malleable and subjective rather than fixed. That is, an
issue is what someone defines it to be.
The primary tools of agenda building, as
conceptualized by Cobb and Elder (1983) are
comprised of five dimensions of an issue’s definition
that an initiator can control, five levers that can be
manipulated:
an issue can be defined either abstractly or
concretely; the degree of specificity is totally
up to the initiator;
Social significance or that refers to the number
of persons impacted by an issue;
Temporal relevance refers to the extent to
which an issue has short- or long-term
consequences;
complexity, or that refers to how technical and
complicated, or simple and easily understood,
 
precedence refers to how new or old an issue
is made to seem.

C. FRAMING
In the context of media practices and effects, framing
refers to “persistent patterns of cognition, interpretation
and presentation, of selection, emphasis and exclusion, by
which symbol handlers routinely organize discourse,”
whether verbal or visual (Gitlin, 1980:7).
Framing is analogous to “typification” in social problem
construction and a close cousin of “issue characteristics” in
agenda building: all of these concepts refer to the use of
symbols to represent an issue or social problem, with the
goal of maximizing influence on the public will.
Framing for access includes the use of such tactics as:
tying a news story with some anniversary of an historical
event; touting a new breakthrough or discovery; linking a
news story with a celebrity; finding an ironic twist in an
issue; identifying a local angle to an otherwise national
story; or linking a story to a holiday or seasonal event
(Wallacket al., 1993).
Framing for content involves the power to define. More
importantly for public discourse, framing establishes the
parameters in which individual choice and public policy
occur from a pre-ordained array of alternatives (Salmon,
1989; Salmon, 1990).
Framing is analogous to “typification” in social
problem construction and a close cousin of “issue
characteristics” in agenda building: all of these
concepts refer to the use of symbols to represent an
issue or social problem, with the goal of maximizing
influence on the public will.
Framing for access includes the use of such tactics
as: tying a news story with some anniversary of an
historical event; touting a new breakthrough or
discovery; linking a news story with a celebrity;
finding an ironic twist in an issue; identifying a local
angle to an otherwise national story; or linking a story
to a holiday or seasonal event (Wallacket al., 1993).
Framing for content involves the power to define.
More importantly for public discourse, framing
establishes the parameters in which individual choice
and public policy occur from a pre-ordained array of
alternatives (Salmon, 1989; Salmon, 1990).
Framing influences the perceptions and interpretations of
media consumers and politicians alike. Experimental
manipulations of the framing of news stories have been
found to result in “priming” effects, i.e., to cause people to
infer different conclusions about whether a particular
social problem is the fault of individuals or of the social
structure (Iyengar, 1991).
Framing is an indispensable element of public will
campaigns, and straddles the entire process of campaign
design and implementation. Framing is also a competitive
enterprise, as groups regularly seek to impose their
frames, their definitions on others, and to win acceptance
of their frames in the minds of the public and policymakers
alike.
Mass
Communication
and Social
Perceptions
In the 1970’s, communication scholars began
asking new questions about how media affected
individuals and society, especially in regard to
public will campaigns. The following theories
emerged from this period
 Agenda Describes the role of

Setting media in influencing

what issues are
important, and what is
included in the public
agenda. Three points
“the press may not be successful much of
the time in telling people what to think, were focused on by
but it is stunningly successful in telling its
readers what to think about.” - Bernard
researchers...
Cohen
1. Public Agenda Setting – this focuses on how
media concentrates its coverage of social issues and
how it influences how the general public perceives
the issues’ importance
Example: Major TV stations in the US carried an
extensive coverage of Hurricane Florence, while a
comparatively stronger and more destructive
Typhoon Ompong was battering the Philippines at the
same, and which received limited coverage. American
viewers may not find the cyclone in the Pacific as an
“important” issue despite its possible humanitarian
and economic cost in lights of the excessive and at
times exaggerated coverage of Hurricane Florence.
2. Policy Agenda Setting – describes the media’s
attention to a specific issues may largely influence
political leaders to respond (Salmon, 2003). Here,
policy makers believe that what the media talks about
is the same as what the general public is concerned
about.
Example: Local news coverage of traffic in Metro Manila
have led to legislators proposing bills which aim to limit
purchase of cars to homeowners with their own garage.
Little or hardly covered topics like a dengue outbreak in
Batanes, or labor issues faced by Nutriasia will not be
considered by the lawmakers as issues which resonate
with the general public.
3. Media Agenda Setting – describes how other
institutions influence the news coverage of certain issues,
including how major news organizations themselves
influence what other press agencies will cover.
Example: News by the Philippine Daily Inquirer or the
Philippine Star may influence local or regional newspapers
in terms of issues that they will cover.
 Spiral of
Silence
Public opinion...demands consent or at
least compels silence, or abstention from
contradiction (Tonnies, 1922:138)
This refers to the phenomenon of
homogenous public opinion because
of media’s influence. According to its
proponent, Elisabeth Noelle-Neumann,
the spiral of silence describes how
people tend to “keep silent” because
thee have an opinion which is opposite
that of the majority view held by
general public. According to Salmon
(2003), “Public opinion, thus refers to an
opinion that can be expressed safely
“in public” without a fear of social
ostracization or criticism.”
 Social  Social capital is seen as a way of

Capital linking people and communities

through informal networks. These
relationships and links are employed in
mobilizing public will for social change.
The community is not just where the
change is being sought and applied,
but is the mechanism for change itself
(Salmon et al, 2003).

This refers to “an investment in social

relations with expected returns in the
marketplace” (Lin, 2001 as quite in
Salmon et al., 2003).
What are the mechanisms of social capital?
1. Communication and Education – social ties at
a local level are more effective in communicating
and educating others about social issues because
they are familiar with one another and have
existing relationships as a foundation
e.g. the barangay kagawad will be able to
communicate to his neighbors the concern over a
dengue outbreak better than the DOH secretary
2. Influence and Power – Individuals or
institutions greatly influence the decision-making
process
e.g. Celebrities advocating for a specific cause i.e.
mental health; the Iglesia Ni Cristo recommending
candidates for elections
3. Credentials and Networking – the reputation
and network of an individual influences the
decision-making process
e.g. A local politician with a rags-to-riches story
may exert more influence in lobbying for
improved access to education compared to an
ordinary person.
4. Reinforcing awareness – mobilizing the public
will requires frequent campaigns to be carried out
in order to sustain the program
e.g. Earth Hour, National Mental Health
Awareness Month
 In mobilizing public will, social
marketing is an approach that employs

Social traditional commercial marketing tools

to help people adopt (instead of

Marketing
purchase) a behavior. The 4Ps of
product, place, price, and promotion
are applied to a social context. Not all
social marketing campaigns, however,
are used to mobilize public will. 
Examples of
Mobilizing
Public Will
Click it or Ticket
Brief History: In 1985 only 26% of North Carolina’s
population wore seat belts. Seat belt Safety was framed
as an individual problem. Safety experts from across the
state rallied together to reframe traffic safety as a public
health issue.
Legislation: The first legislation was approved targeted
at children. Legislators were able to pass a child restraint
law.
In 1985 – A statewide seat belt law was finally passed –
This is along with the efforts of legislators, academics,
citizen lobbyists joined together to create public will.
The Governor’s Highway Safety Initiative (GHSI) with
some seat belt and safety advocacy created the “Click it
or Ticket campaign through TV, radio, newspapers and
public appearances.  Other states take part in similar programs as well
Purpose of the Click it or Ticket campaign:
Remind the general population about seatbelt laws
Inform the public about the benefits of increased seatbelt
usage
Gather support for seatbelt safety issues
Warn the public about the upcoming seatbelt check points
Results of the campaign
Increase in seatbelt use to 82%
Encouraged the public to act for policy change
The fine charged for the seatbelt law goes toward local
schools therefore benefiting the community
Click it or Ticket was recognized by the National Highway Traffic Safety
Administration (NHTSA) as national mobilization is one of our best tools
for increasing awareness and belt use. Seat belts are the single most
effective safety technology in the history of the automobile. A NHTSA
study of lives saved by vehicle technologies found that, between 1960
and 2012, seat belts saved more lives—329,715, to be exact—than all
other vehicle technologies combined, including air bags, energy-
absorbing steering assemblies, and electronic stability control
Seat belt laws in the Philippines
We also have a seat belt law in the Philippines as well which is Republic Act No. 8750
which is known as the Seat Belts Use Act of 1999
The MMDA (Metro Manila Development Authority) also has a No Seat belt penalty with
meager fines of P1,000 on first offense and P2,000 on second offense. For third offense
the fine is P5,000 and have your license suspended for one week,

Seat Belts Use Act of 1999: “The driver and front seat passengers of a public or private
motor vehicle are required to wear or use their seat belt devices while inside a vehicle of
running engine on any road or thoroughfare.

In a report published by Vera Files, the failure to wear seat belts is the most violated traffic
rule in the country. The government still collected only around P80 million in seat belt
violations penalties.
Smoking – California Initiatives
History: As early as 1970s smoking was
considered an acceptable practice in most
public establishments. Grassroots organization The non-smokers rights
deemed that “little support from the mainstream
health organizations like the American Cancer activists gained the larger
Society, American Heart Association, and segment of the population
American Lung Association”
by presenting smoking as a
Different views to the problem:
social problem that
To non smokers’ right activists – social, eventually will affect
environment, and political problem
everyone.
To voluntary health organizations – a medical
problem, (which needs to be treated)
Smoking itself was considered an individual
problem, however, second-hand smoking is
not. 
Strategies and Initiatives
Initiated a public poll that supported tax increase
Used the Fairness Doctrines which forced media outlets to broadcast both sides of the
issue. 
Launched a massive signature campaign “signatures are even delivered in ambulances
to create media attention”
Launched a “Health Protection Act” campaign which focused on healthcare education
They were able to release to the public both financial costs and smoking related deaths
to California
By 2001, per capita cigarette consumption had fell 55% compared with a 30% decline
nationally.
Strategies and Initiatives
California Tobacco Tax and Health Promotion Act (Proposal 99) – increased the cigarette tax by 25
cents per pack. Money for the tax were allocated specifically for healthcare, education research and
environment. In order for this to take place, a public opinion poll indicated that 73% of the polled would
support a tax increase. I would also like to point out in this case that the Coalition for Healthy California,
the one pushing through with Proposal 99 had very little funding from small donations.

Fairness Doctrine is a federal policy in the US requiring TV and radio to present contrasting viewpoints
of controversial issues of public importance.

Cai (2012), was able to identify in her study that these campaigns do help increase people’s cognition,
awareness, and attitude toward antismoking. On the other hand no evidence shows a significant
relationship between these antismoking campaigns and smokers’ actual behavior change, especially
quitting the smoke - more attention needs to be paid to different strategies to attempt to address the
undeniable health implications for those who continue to smoke.
Violence Against Women Act
The act was passed in 1994 as a result of four years
of lobbying and activism. This is to address the
physical and sexual assault of women in public at
home and in the justice system.
Women’s rights movements are already visible in
the 1970s. They publicized the issue of violence to
be a new phenomenon. Marches, protests, rallies
are used to spread their message. 
Changing public opinion and influencing issue
awareness were considered essential. More than
one thousand groups and many more individuals
expressed their support. Advocacy groups such as
National Organization for Women (NOW) and Family
Violence Prevention Fund (FVPF) lobbied heavily.
By 1977, two national domestic violence bills has been
proposed though defeated. This attracted more attention
on the issue. In 1979 President Jimmy Carter created Office
of Domestic Violence in 1979 acknowledging the need for
legal and social reforms. In 1990 Senator Biden introduced
VAWA. It’s office drafted the legislation and introduced it to
the Senate without offering specific reasons for deciding to
action the issue. It is then realized that VAWA was proposed
to create penalties for gender-related violence and gives
the state money to formulate programs to combat
domestic violence and sexual assault. 
Gardsbane (2016) was able to indicate in her study that
Violence Against Women is a Global issue and is affecting
society in different ways. As a human rights and social
justice issue, s a public health imperative, as a major driver
of HIV and as a as an economic issue with direct costs.
The Susan J. Komen Race for the Cure
History: Breast cancer is the second-most deadly form
of cancer for women. Nearly 40,000 women die from
breast cancer yearly.  Public awareness was non
existent. After Nancy Brinker lost her sister to breast
cancer, she formed an organization dedicated to saving
lives and raising breast cancer awareness.
Programs under Susan G. Komen Foundation
The Race for the Cure – across all nation, local groups
organize 5k runs. As a whole, they attracted 1 million
participants. This is highly publicized relying both a
national advertising campaign as well as local media to
get the message out.
The National Breast and Cervical Cancer Early Detection
Program – Female foundation members spread the
word through Internet, media, and local groups. People
were encouraged to contact their congressperson to
stress the importance to fund this program.
By 1977, two national domestic violence bills has been
proposed though defeated. This attracted more attention
on the issue. In 1979 President Jimmy Carter created Office
of Domestic Violence in 1979 acknowledging the need for
legal and social reforms. In 1990 Senator Biden introduced
VAWA. It’s office drafted the legislation and introduced it to
the Senate without offering specific reasons for deciding to
action the issue. It is then realized that VAWA was proposed
to create penalties for gender-related violence and gives
the state money to formulate programs to combat
domestic violence and sexual assault. 
Gardsbane (2016) was able to indicate in her study that
Violence Against Women is a Global issue and is affecting
society in different ways. As a human rights and social
justice issue, s a public health imperative, as a major driver
of HIV and as a as an economic issue with direct costs.
The National SAFE KIDS Campaign
History: The number one killer of children is
unintentional injury (a.k.a accidents) In 1999,
5,834 children died from unintentional injuries.
In 2,000, almost 7 million children ended up in
emergency rooms because of unintentional
injuries.
The National SAFE KIDS Campaign is a
comprehensive campaign to protect kids from
unintentional injury.
Strategy of the campaign
1. Conduct media outreach and create public awareness
2. To encourage grassroots activity through local
coalitions
3. To gain support for injury prevention public policy
Local coalitions were created with load of information
about injuries and best prevention strategies
- These coalitions were able to provide information to the
media to gain public support on a broad scale.
- They were able to draft press releases and brochures
- The campaign took also a role in politics and they were
able to draft policies and legislation. 
Evaluating
Social
Change
For assessing micro-level outcomes – we can use experimental
studies.
Evaluating Potential Pitfalls
Micro level outcomes examples are individual attribution to a social
problem. What is the function of an individual to a bigger social Of course, given the examples of
problem. The subject of the experimental studies would revolve the campaigns mentioned, we will
around the individual and its settings, the conditions he is in. Which be always open to potential pit falls
then will be the topic of experiments as well. that may occur in launching our
programs. Therefore we need to
- Monitoring paradigm – focuses more on the changes that can adhere to the following evaluation
happen only on a specific time.  principles:

For assessing macro-level outcomes – case studies and quasi- 1. Do a systematic and rigorous
experimentation are more appropriate research

Macro level outcomes examples are the bigger scope examples are 2. The campaign must be based on
changes in public policy, community mobilization. They need to do a theoretical underpinning the
different case studies to compare several groups, build different campaign itself
phases in analyzing national campaigns and the like.
3. Campaigns always draw to the
- Advertising paradigm – This focuses more on intermediate Social Marketing theory
outcomes such as changes in awareness and behavioral intention.
1. In order to do a systematic research, it must conform to the following:

Formative research - uses qualitative and quantitative methods to provide information for researchers to plan
intervention program.
Efficacy Evaluation – determining the maximum of a campaign message given any circumstances
Process Evaluation – will tackle mostly efficiency to any communication strategy
Outcome evaluation – will determine whether objectives are met.

2. Theories are explanation on why things occur. Every strategy or campaign must always have a theoretical
equivalent so outcomes can be easily determined in comprehensive evaluations. 

3. Social Marketing Theory – Going back to the previous module on 4Ps pertaining to social problems and proposed
remedies.  Assessing intermediate outcomes would require the following steps:

          - Check whether a change occurred as a result of the campaign

          - Evaluate of intermediate outcomes can determine whether the campaign has impact
          - The evaluation should be designed, research parameters should be set and possible outcomes should be     
              finalized. There should be a means for looking social change intended and unintended.
Conclusion
Public will campaign can effectively shape opinion,
norms, community and individuals perceptions. This
paper offered inventory of theories, models, concepts
and strategy which draw in designing campaigns. Some
of it are challenging to implement and complicated to
evaluate but this will be our way to experience social
change.

We need more public will campaigns in order for us to

raise the importance of social change to motivate policy
action or change. 
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