Skip main navigation

Partnership in Social Marketing

video
13.5
The last section is about social marketing. Business marketing tries to get money, but social marketing just tries to improve people’s health behavior. So the main goal is different between two. Again, social marketing try to improve health behavior, not money. It is defined as “the use of commercial marketing techniques to help a target population acquire a beneficial health behavior”. So this is one of the most effective behavior change strategy. And it is popular for influencing behavior in both the government and not-for-profit sectors around the world. For social marketing campaigns, it involves five steps. It begins from planning. Then developing a message and necessary materials. After that, pretesting is important.
96.5
This stage is particularly important because the same materials may not be relevant to different communities if culture is different. When it is ready somehow, we can implement it. Then the last step is evaluation. As you can see this is a cyclical process and after the evaluation, much better planning can be created, and they go to the next step.
134.8
For social marketing, many P’s are used: product, price, place, promotion, publics, partnership, policy, purse strings. And as you can see, partnership is an important aspect of the social marketing model. In this, partnership means the collaboration of multiple individuals or organizations who work on the same issue. As the expected goal for social marketing is usually big or difficult, It is not sufficient for one organization to fulfill all necessary roles and resources. In order for this to happen, the partnership in collaboration must share the same goal. Again, sharing the same goal is a key to a success. Let me show you one case of social marketing in India.
208.3
In southern part of India, a community-based social marketing project was implemented in the late 1990s. And this is reported by UNAIDS, and the program name is Programme aXess. As I mentioned, the target of social marketing is behavior change. In this case, the main focus was to reduce high-risk sexual behaviors to prevent HIV infection, and partly to encourage family planning. The unique point of this program was they also try to make personal and community income generation. For this, the program team disseminated health related information and products solely by individuals to selected commercial retailers. They did not use mass advertising or wholesale distribution.
280.1
The key features of the program were: sales agents, or partners, they call it “partners”. They were selected from the general public, so those who use some materials goods, they became sales agents. The partners sold the products such as condoms, sanitary napkins to others and received a margin on the sales. When a person recruited another new partners or sales agents, he or she was in financially rewarded, based on the volume of the products that was used by the people recruited. These are some examples of their principal activities. First, they created a PC-based software package to register and track “partners”. For this, the donor agencies helped a lot for long period, consistently.
351.2
Second, they developed a “family” brand called “aXess” for condoms and sanitary napkins. Later, when they started to sell iodized salt or soap. And lastly, they developed training package for network marketing. There are many other activities, but these are the outstanding ones. This program was very successful. Particularly, right product mix, not only condoms, other less controversial products they mixed and this mixture helped achieving community participation. The similar effort was done long time ago in Japan. Using condoms is a little bit shameful for young mothers. So to encourage use of condoms, they, Japanese young mothers team created the books, in which they put condoms and other pharmaceuticals.
429.4
And they deliver these books and when someone pick up condom, they put money for it and nobody knows who used condoms. So this is another type of mix of these things. Second, in 2 years after this project, 8,000 partners were enrolled and sexual and reproductive health messages was effectively disseminated through this “one-to-one” approach, “partner-to-partner” approach. Finally, it was an effective use of micro-level partnership to scale it up to a meso-level partnership.
482.4
In the beginning, I introduced three types of partnership: micro-level, meso-level and macro level. And I think this project evolved from micro-level to meso-level. This is very interesting. UNAIDS made a lot of similar efforts in many parts of the world, and I do not show it in here but one of another interesting case is a project in Thailand. In Thailand, HIV-related stigma was a big issue, so UNAIDS helps them to create a team of private partner relations. They created a team of HIV positive person and HIV negative person, and when they made a team, UNAIDS gave resource fund to start a new business. And this was very successful to start a new business by HIV positive people.
557.4
And the HIV positive and negative people work together during this process, the stigma toward HIV positive person reduced a lot. So, they got money and they reduce stigma. And public sector also supported this program very well. So, in this way, the public and private partnership grew a lot in Thailand. There must be many other cases, and once it is documented in official documents or academic journals, we can know more and more about the importance of public-private partnership, and this will be a key to improving to making a successful health promotion project.
620.1
I want to emphasize it again: partnership is a key to success for health promotion. Thank you very much.

Social marketing is defined as “the use of commercial marketing techniques to help a target population acquire a beneficial health behavior.” It is popular for influencing behavior in both the government and not-for-profit sectors around the world.

For social marketing, these are the elements relates, product, price, place, promotion, publics, partnership, policy, and purse strings. For the social marketing model, partnership means the collaboration of multiple individuals or organizations who work on the same issue. As the expected goal for social marketing is usually big, it is not sufficient for one organization to fulfill all necessary roles and resources. In order for this to happen, the partners in collaboration must share the same goal.

Dr. Jimba will then present an example from India. A community-based social marketing project was implemented in the late 1990s. Its name was Programme aXess. With the analysis of this example, he will conclude this week’s contents.

This article is from the free online

Capacity Building: Core Competencies for Health Promotion

Created by
FutureLearn - Learning For Life

Our purpose is to transform access to education.

We offer a diverse selection of courses from leading universities and cultural institutions from around the world. These are delivered one step at a time, and are accessible on mobile, tablet and desktop, so you can fit learning around your life.

We believe learning should be an enjoyable, social experience, so our courses offer the opportunity to discuss what you’re learning with others as you go, helping you make fresh discoveries and form new ideas.
You can unlock new opportunities with unlimited access to hundreds of online short courses for a year by subscribing to our Unlimited package. Build your knowledge with top universities and organisations.

Learn more about how FutureLearn is transforming access to education