Social Marketing - Essay Example

Social Marketing Contents Contents 2 Target Audience 3 Campaign Focus and Objectives 3 SMART Objective 4 Works Cited 6 of professor Name of course Date Social Marketing Target Audience Air pollution is a problem that encompasses a wide number of people. Numerous research works have been published that deals with the harmful effects of air pollution on people. Few researchers have focused on the environmental damage that is caused as a result of the air pollution. It can therefore be argued that if people or organizations that are causing air pollution in the first place are targeted then the extent of the pollution can be reduced.

The target audience for this campaign includes all parties that cause air pollution in the first place. The list includes manufacturing companies releasing large amounts of smoke and toxic chemicals in the atmosphere. Target audience also involves people travelling in old automobiles releasing excessive smoke and all individuals using electric appliances like air conditioners, vacuum cleaners and other products that release toxins. Researchers have observed that traffic related air pollution is a major factor that causes differences in the level of pollution among cities (Small and Kazimi 7-32).

The rationale behind targeting industrial firms for the campaign is that a vast proportion of air pollution comes from unplanned industrial growth, use of outdated technologies, inefficient systems of waste disposal and lack of proper regulation (Jaffe 132-163). The list is not mutually exclusive as air pollution can also be caused by nuclear air tests and leakage of toxic gases in the atmosphere. Therefore any agent who are directly or indirectly involved in causing air pollution are targeted through this awareness campaign.

Campaign Focus and Objectives The primary objective of this campaign is to raise awareness among the people regarding the causes of air pollution and the potential impact it has on the health of living organisms. The idea is to create regulatory policies that have the potential to reduce air pollution in the future. Researchers have shown that using alternative forms of renewable energy like solar power cells, biomass and hydroelectric sources have the power to lower air pollution. Additionally, the adaptation of cleaner and greener technology in production and manufacturing brings down the level of air pollution and enhances the sustainability of companies (Fischer, Parry and Pizer 523-545).

This awareness campaign wishes to change the existing behavior of the manufacturing companies that uses outdated technologies and unsustainable practices creating air pollution (Shrivastava 183-200). Certain behavioral changes like driving at a constant speed, periodic maintenance of vehicles and using public transport have the capability to reduce the level of pollution caused by vehicles. According to the research conducted by environmental researchers had shown that bringing behavioral changes regarding destructive environmental attitude in people have a great deal to reduce the adverse impacts on environment (Cone and Hayes 74).

People seem to be less aware about the harmful impacts that air pollution creates on their life as well as the environment. The purpose of this campaign is to impart knowledge about the harmful impacts of air pollution on health and environment and the potential costs it creates on the society. It can be expected that this campaign will increase knowledge level of individuals about the adverse impacts of air pollution and this in turn will alter their behavior. The existing belief of people regarding the causes and impacts of air pollution can be altered through the campaign by showing the extent of adversity air pollution creates in their life.

SMART Objective The overall objectives of the campaign can be put forward in the SMART framework: Specific: The campaign aims to reduce the air pollution caused by manufacturing companies, household and traffic vehicles. Measurable: The effects from the campaign can be easily measured by comparing the level of air pollution before and after the campaign is taken by measuring the level of air pollution through environmental monitors. Achievable: The campaign can easily find solutions to the existing problems caused by air pollution if the regulatory authority passes new laws to formulate taxes and other measures to reduce pollution.

Realistic: The goals are realistic because the major sources of pollutants have been discovered and they are targeted. Time-based: The campaign wises to achieve the goals within one year of operation. Works Cited Cone, John D., and Steven C. Hayes. Environmental problems/behavioral solutions. Cambridge University Press, 1980. Print. Fischer, Carolyn, Ian WH Parry and William A. Pizer. “Instrument choice for environmental protection when technological innovation is endogenous.” Journal of Environmental Economics and Management 45.3 (2003): 523-545. Print. Jaffe, Adam B, Steven R.

Peterson, Paul R. Portney, and Robert N. Stavins. “Environmental regulation and the competitiveness of US manufacturing: what does the evidence tell us?”Journal of Economic literature (1995): 132-163. Print. Shrivastava, Paul. “Environmental technologies and competitive advantage.” Strategic management journal 16. 1 (1995): 183-200. Print. Small, Kenneth A. and Camilla Kazimi. “On the costs of air pollution from motor vehicles.” Journal of Transport Economics and policy (1995): 7-32. Print.