Implementing Behaviour Change towards Smoking: Role of Social Marketing - Essay Example

?Harmful effects of tobacco smoking According to the Institute for Social Marketing in UK , tobacco is the largest preventable cause of cancer deaths and other related illnesses. In order to ensure that young people as well as the general populace at large are not lured into smoking, social marketing is seen as an effective tool to discourage people from smoking. Johnson (2001) suggests that smokers face considerably increased deaths or numerous illnesses from cancer, heart diseases, stroke, bronchitis, emphysema and other respiratory diseases. Smoking can also cause dental problems and is also dangerous particularly to pregnant women in that it significantly causes complications in pregnancy that may lead to premature births, still births or low weight births. Non smokers are also affected through passive smoking as they will be exposed to the risk of inhaling tobacco substances from the smokers. Thus, everyone has a responsibility to promote safe health among all the people. As such, this reflective report is primarily concerned with reviewing the following brief: “role of social marketing campaign in influencing behaviour change towards smoking.” The report seeks to critically discuss the main factors that can influence a successful social marketing campaign. In some instances, social marketing campaigns fail to achieve their objectives given that the marketers will overlook some of the important aspects that can lead to behaviour change towards smoking. Thus, the main weakness in the presentation of the brief above is that it did not meet the criteria of implementing a successful social marketing campaign and it is going to address the necessary procedures that can be taken in order to design and implement an effective communication campaign. Why social marketing? Social marketing is very effective in promoting behaviour change through the use of communication campaigns. Social marketing is defined as the use of commercial marketing concepts and tools in programmes designed to influence individual’s behaviour towards a social problem such as smoking to improve their well being and that of the society (Kotler & Armstrong, 2004). On the other hand, Rice and Atkin (1989, p. 5 as cited in McQuail 2000), “a communication campaign is a purposive attempt to inform, persuade, or motivate behavioural changes in a well defined and large audience generally for non commercial benefits to the individuals and society at large by means of organised communication.” Tobacco smoke produces chemicals that can flow to every part of the body but the immediate effects of these chemicals may not be readily visible to the human eye in a short period of time which is the reason why some of the smokers end up developing what is termed cognitive dissonance. This is a situation whereby the smokers will find solace in the fact that they have been smoking for a long period but have never experienced illnesses related to this bad habit (Rice &Atkin 1989, as cited in McQuail 2000). However, the media play an important part since the campaign is intended to change the behaviour of the targeted audiences. In this particular case, there is need for the group to take into consideration the theories of communication and the media in order to successfully implement the anti tobacco smoking campaign. For instance, the agenda setting theory in the media posits to the effect that the repeated conveyance of the message will be setting an agenda for the public (McQuail, 2000). In most cases, there is need for the marketers involved in the social marketing campaign to target the opinion leaders since these have greater influence on the behaviour of the targeted audiences. Individuals are more likely to be influenced by people who are similar to them while at the same time they will be perceived as more trustworthy than the strangers. Peer education which derives from this theory is effective in combating this particular problem whereby it can be noted that a particular group of targeted audience is likely to be influenced towards behaviour change by people who are often regarded as role models in the society. Elements of the communication model Communication through the media is very important in promoting anti smoking campaigns given that the audiences have the power to create meaning from the message disseminated to them. McQuail (2000) suggests that the audiences have the power to create meaning from what they consume from the media and this has a bearing on their behaviour especially on how they will perceive the negative impacts of smoking. For instance, the uses and gratifications theory suggests that the audience have the power to decode meaning from the messages they consume from the media (McQuail, 2000). In this case, the communication model can be used given that members of the society are somehow connected through communication networks. In order to achieve the goal of changing behaviour among smokers, research forms the cornerstone of the process of social marketing. Basically, there are four stages involved in this process which include the following; planning, development, implementation and assessment (Kotler & Armstrong, 2004). Research process in the social marketing campaign It is important for the social marketer to plan the campaign which includes gathering as much information as possible about the targeted audiences. This forms the basic foundation of the research process whereby primary as well as secondary information can be used to gather necessary information about the targeted audiences. For instance, the method of focus groups can be used to gather the views of the people in relation to the way they perceive smoking and the related dangers to it. This information is very important since it will shape the main ideas of the communication campaign. Marketing research plays a pivotal role in a social marketing campaign. In order to produce superior value and satisfaction for intended audiences, marketers need information at almost every turn (Kotler & Armstrong, 2004). Marketers are increasingly viewing information not only as a as an input for marking better decisions but also as a strategic asset and marketing tool. Intellectual information plays a pivotal role in implementing a successful social marketing campaign. The advent of the internet for instance has revolutionised the way marketers generate information in great quantities and in this case, the group ought to harness new information and communication technologies to gather as much information as possible in order to be successful in fully implementing the social marketing campaign that is aimed at changing people’s behaviour towards smoking which has long term effects which are deadly. The problem already identified is that smoking is harmful to health which means that the planning process of gathering information for the social marketing campaign should always strive to address the pertinent issues related to this problem. In this case, a good marketing information system attempts to balance the information the users would like to have against what they really need and what is feasible to offer (Kotler & Armstrong, 2004). After gathering the necessary information about the intended campaign, the marketer will need to develop the ideas into meaningful message that can have a positive impact on the targeted people. Focus should be on the aim of the communication campaign and there is need to pre test the campaign so as to establish its likely effects on the targeted people. Implementing the campaign is not an end in itself but is one of the most important parts of the communication campaign where there will be need to ensure that there is feedback from the targeted audiences so as to measure the success of the campaign. Changes can be made along the way in order to constantly improve the communication campaign. There is need for the marketer to constantly stay in touch with the targeted audiences so as to be better positioned to establish a mutual relationship with them. As noted, there are no intangible benefits from a social marketing campaign but the aim is to change the behaviour of the people for their own good with regards to health related issues caused by smoking. The marketer needs to focus on the benefits of positive behaviour towards quitting smoking rather than using fear to convey the message to the targeted people during the development as well as the implementation stage of the social marketing campaign. Whilst there are many negative effects of smoking tobacco, the marketer needs to focus on long term benefits of quitting smoking such as improved health. There is need to present credible information that can actually appeal to the targeted audiences which will likely to have positive impact on their behaviour. For instance, pregnant women can expose the foetus growing inside the womb to danger and the message in the communication campaign should emphasise this important point. On the other hand, if people see the benefit of quitting smoking, there will be likely chances that they will change their behaviour. Implementation stage should focus on the actual response of the people to the campaign where emphasis will be put on the expected outcome of positive behaviour change. Having designed the message for the targeted audiences, there will be need for the marketers to select the best channel of communication that can be used to disseminate the intended information to the people. A combination of educative messages as well as entertainment (infotainment) can be used in presenting the message to the targeted group of people which will require constant assessment to establish if there is any change in behaviour of the targeted group of people. For instance, advertisements can be mixed with music which is likely to be effective as people will get some form of entertainment while at the same time consuming the message being conveyed. In most cases, this kind of communication is very effective given that people will involuntarily consume the message that can change their behaviour towards smoking in the long run. In this particular case, electronic media such as television can be used in conveying this very important message. Repeating the same message is another strategy that can be implemented given that the message will remain fresh in the minds of the people over a long period of time. Evaluation of the communication campaign is very important since it will enable the marketer to review progress being made. In order for the campaign to be successful, there is every need for the marketer to assess the implementation process so as to be better positioned to make necessary adjustments as well as recommendations. This is followed by segmentation of the audiences, targeting and positioning. Market Segmentation Designing and implementing a social marketing campaign research are positive means of changing behaviour among smokers for the betterment of their health. However, there is need to identify the targeted audiences in order for the campaign to be effective. This can be done through market segmentation of the targeted audiences so as to ensure that the messages to be designed will have the expected impact on the targeted group. Basically, market segmentation is defined as, “the process of dividing a total market into smaller groups of people with distinct needs, characteristics or behaviours that might require separate marketing mixes.” (Kotler & Armstrong, 2004, p. 239). Segmentation is mainly concerned with dividing the targeted audiences into smaller groups on the basis of demographic factors such as age, sex, gender, profession, religion and race. Psychographic segmentation is also effective given that it divides the targeted audiences into smaller groups on the basis of their opinions as well as lifestyles. For instance, an effective social marketing campaign can target parents as well as pregnant mothers since smoking does not only affect their own health but that of their children as well as other non smokers through passive smoking. The issue of passive smoking is of great concern since non smokers like children are also affected by chemicals found in the tobacco smoke. This is commonly known as second hand smoking which is equally dangerous to the non smokers given that their bodies will not be used to chemicals found in tobacco substances compared to those who are actual smokers. A social marketing campaign ought to encourage a 100 % smoke free environment for it to be effective in mitigating the negative impacts that are related to smoking. An effective campaign also ought to target pregnant mothers as smoking is dangerous to the young baby developing inside the womb. An effective social marketing campaign also ought to target young adults in particular as there is a tendency for them to be lured into this bad habit out of peer pressure from their friends or other elder people. In most cases, the largest population of smokers is comprised of men the reason why a social marketing campaign aimed at changing behaviour among smokers has to be designed in such a way that it will appeal to the interests of the targeted people to realise the advantages of quitting smoking. Smokers ought to be encouraged to take positive measures to quit smoking since it is never too late to stop the bad habit. Smoking is addictive and this is the reason why the anti smoking campaign ought to target the youths while they are still at an early age such that they will not face similar problems once they get trapped into this dangerous habit. In order for the campaign to be effective, it must target the health care professionals relevant information to disseminate to the smokers about the benefits of quitting smoking. Targeting the health care professionals can be effective given that these play a major role in promoting safe health among the members of the society. It may look as if quitting smoking is a difficult task but it is one of the most rewarding experiences in life in the long run. An effective social marketing campaign has to be everyone’s responsibility since the benefits of not smoking are good to the society as a whole. Marketing mix The use of commercial strategies in marketing a social idea is important in developing a successful marketing campaign. The social marketing planning process has to address the elements of the marketing mix which involves aspects such as price, place, product as well as promotion. However, the social marketing campaign is comprised of three additional Ps which include partnership, policy and politics. In this case, the product is something that is intangible. It is an idea that is helpful to the targeted audiences towards quitting smoking. Thus, in order to have a viable product, the targeted people must first perceive that they have a genuine social problem and they should also perceive that that the product offered is a good solution to the problem. A communication campaign is not mainly concerned with commercial gains but behaviour change among people. Thus, if the price of the product outweighs the benefits likely to be gained, the possibility of adoption of the idea is likely to be low hence the need for the marketers to strike a fine balance between the pricing strategy and the social needs of the targeted consumers. The consumers actually do not need to pay for the social marketing products that are meant to change their behaviour with regards to smoking. Place in this case refers to the channel of communication where the idea can be disseminated through to the targeted audiences. An idea is an intangible product hence it can only be conveyed to the people through a specific channel such as the media. Posters in shopping malls can also be used to convey the important message to the people. Medical professionals can also be used as ideal channels of conveying the message to the intended consumers. Promotion plays a very important role in ensuring the sustenance of the communication campaign since the targeted people will be motivated given that they will be assured of benefiting somehow from the campaign. Promotion consists of the combined use of advertising, public relations and media advocacy. The marketing mix in a communication campaign is also comprised of three additional Ps namely partnership, policy as well as politics. Since smoking is a complex issue with far reaching impacts on the society as a whole, there is need for involvement of different stakeholders such as the private sector as well as the government to pull their efforts together towards tackling this problem in the society. The policy framework within a given country also plays pivotal role in motivating behaviour change among the smokers. For instance, in UK there is a legislation that was promulgated in 2007 which makes it an offence to smoke in enclosed areas. Issues addressed by social marketing programmes are often controversial and they require some political diplomacy with the members of the community in order for the group to gain support and acceptance by the targeted audience. Strategies of implementing a successful anti smoking campaign Based on the brief above, it can be seen that the topic is too broad hence, in order for our group to successfully implement an anti smoking campaign, the following measures need to be put in place. As a point of departure, it is imperative for our group to streamline the topic area and focus on one particular aspect such as breast cancer in women. This will help us to be in a better position to specify the communication campaign such that we will remain focussed on its ideals. There is need for the group to limit the scope of the campaign and it must not be just a general campaign addressing the effects of smoking at large but should strive to appeal to a particular type of audience. The intended benefits to the targeted audiences must be clarified and the communication campaign should focus on the scale of the targeted group so as to ensure its effectiveness. In this case, breast cancer in women can be attributed to the impacts of smoking hence there will be need to conduct research so as to establish the validity of this claim. In some instances, if the aim of the campaign is not clear, it may be difficult for it to have a positive impact on the targeted audiences. Thus, in order for our group to achieve the goals of the intended communication campaign targeted at addressing the problems of breast cancer that are associated with smoking, the first step to be taken will be particularly concerned with conducting marketing research to gain as much information as possible that can be used in designing the communication campaign. Marketing research will enable the group to identify the needs of the targeted group as well as study their behaviour so as to be able to design information which is likely to impact positively on females who smoke. Our group ought to address psychological factors since these have greater influence on the way different people behave towards communication campaigns that are meant to change their behaviour in a given situation. Therefore, psychographic segmentation will be more ideal in this particular case. Kotler & Armstrong (2004) suggest that this kind of segmentation specifically deals with aspects such as age, attitude as well as opinions that shape the lifestyle of different people. These characters can allow the group to gain insight into the behaviour of the individuals hence shape the communication models that can be adopted to convince the targeted people that smoking is indeed dangerous to their health. The main idea of dividing people into smaller categories in this case is to get to the bottom of the matter in a bid to address the perceived problems that are associated with smoking. There is need for the group to know the targeted audience then conduct marketing research in order to identify the best possible method of reaching the targeted people. It is important for the group to first gather as much information as possible which reflects the views and opinions of the targeted group about the way they perceive the impacts of smoking such as breast cancer. The group ought to use creative methods in designing the message to be disseminated to the targeted people such that it can have a positive impact with regards to behaviour change. Audiences are not passive consumers of the information they get from different media but they have the power to evaluate and create meaning from the messages conveyed to them. It is therefore important for the group to tailor the message in such a way that it will appeal to the greatest number of the people in the targeted segment and these can also influence the others to change their behaviour against the social problem raised in the campaign. There is need for the group to evaluate the likely impact of the campaign before implementing it so as to identify the areas that may need to be fine tuned in order to get optimum results. The group also ought to put in place communication channels that are open and can allow it to be in constant touch with the audiences so as to get feedback about their views with regards to the communication campaign. It is advisable to the group that there is need to establish a mutual relationship with the targeted consumers so that they can freely interact and can exchange as much information as possible. Sharing of ideas and opinions is a virtue in this case as it will enable the group to be more specific in its intended communication campaign. The actual message to be disseminated should always be the focus of the communication campaign. The group should focus on the benefits of quitting smoking among women such as minimising the chances of developing breast cancer. Fear should always be avoided as this will scare away the people from the campaign. Though there many illnesses related to smoking, the campaign should not focus on these as the major themes but should advocate positive behaviour change which has long term benefits. By quitting smoking, the women in particular will stand to benefit as well as their children. Women breastfeed their children when they are still very young and it will be beneficial to the children if the women do not develop breast cancer as this may lead to suffering of an innocent child. The group should make an effort to ensure that the targeted audiences do not develop negative perceptions about the communication campaign aimed at positively motivating their behaviour against smoking. Some people have a tendency of finding comfort in far-fetched ideas that can be harmful to their health. It is important to create as well as share knowledge that is helpful to the society at large since the effects of smoking affect almost everyone. This is a social problem that requires a holistic approach in tackling it. Conclusion In conclusion, it can be noted that the Institute for Social Marketing in UK (2011) suggest that tobacco is the largest preventable cause of cancer deaths and other related illnesses. In order to ensure that young people as well as the general populace at large are not lured into smoking, social marketing is seen as an effective tool to discourage people from the habit. Basically, social marketing is mainly concerned with positively changing the behaviour of smokers whereby special consideration is given to the harmful effects of tobacco substances to the human body. From the discussion of the detailed report above, it has been observed that communication campaigns play a pivotal role in influencing positive behaviour among the smokers. A campaign which is moulded on the basis of marketing principles is likely to yield positive benefits among the smokers as the marketers in this case will have first hand information about the health care needs of the people targeted. It is imperative for the group to establish the needs of the targeted audiences and carefully design the message which puts more emphasis on the benefits of quitting smoking than to rely on instilling fear among the smokers. Thus, there is need for the group to follow the detailed steps above in approaching this cancerous problem among the members of the society who smoke. The group also needs to constantly stay in touch with the people so as to be able to make necessary changes that can be effective when dealing with the social problems associated with smoking. References A healthier England from July 1st 2007. (2007). Retrieved from http://www.smokefreeengland.co.uk/ Cant, M.C. (2000). Marketing Management. (4th Edition). CT: Juta. Hastings, G. (2007). Social Marketing. Butterworth- Heinemann. Institute for social marketing (2011). Retrieved from http://www.management.stir.ac.uk/about-us/institute-of-social-marketing Johnson, L. (2001). Harmful effects of smoking cigarettes. Retrieved from http://www.quit-smoking-stop.com/harmful-smoking-effects.html Kotler, P. & Armstrong, G. (2004). Principles of Marketing. NJ: Pearson Education Kotler, P. (1999). Kotler on Marketing: How to create, win and dominate Markets. London: Free press. McQuail, D. (2000). Mass communication theory. London: Sage Publications. Strydom, J. (2004). Marketing. 3rd Edition. CT: Juta & Co Ltd. Read More