Consumer Behavior in Education and Awareness Campaigns

This article discusses the types of learning used in education and awareness campaigns, the importance of message involvement for the target audience, effective approaches for older adults, and two areas of social marketing that effectively use the approach.

Running head: CONSUMER BEHAVIOR
Consumer Behavior
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1CONSUMER BEHAVIOR
Table of Contents
1. Types of Learning used in Education and Awareness Campaigns..............................................2
2. Important of Message Involvement for Target Audience............................................................2
3. Effective Approach of Education and Awareness Campaign for the Older Adults....................3
4. Two Areas of Social Marketing that Effectively Used the Approach.........................................3

2CONSUMER BEHAVIOR
1. Types of Learning used in Education and Awareness Campaigns
Logo mentioning ‘Beware of Rhino’ with an image of a rhino on a skateboard has been
used as a part of the education and awareness campaign for alerting the pedestrians of accidents
caused due to distracted wandering of the pedestrians across the tram tracks. Such education and
awareness campaign targets the younger adults in opting for an approach that in addition to
promoting awareness also help in shaping the behavioral choices. The approach undertaken has
humorous connotation and is far away from the traditional authoritarian messaging (McCarthy
2016). Thus, portrayal of rhino on a skateboard zooming down the street and leaving the
pedestrians fleeing promotes awareness of safety through the usage of humor. This approach also
tries to gain credibility by moving away from the dictating norms of behavior.
2. Important of Message Involvement for Target Audience
Messages are important since they try to guide the target audience. The tone of the
message creates the necessary impact for the target audience. The campaign of AT&T,
Communications Company of USA aims at the younger drivers for preventing them from the
dangers of texting and driving by putting across a message like ’You drive, you text, you die’
that remained more in tune with the target audience (Davis et al. 2013). Thus, messages put
across must focus on the causes instead of the consequences. Similar approach followed by the
campaign undertaken by the Fire and Rescue Service of Northern Ireland. The message put
across was ‘We’re the Target, You’re the Victim’ with an aim in reducing the number of
firefighter assault by the young people. The campaigns however tried to put across a message
through community members including the perpetrators. Then there was the ‘Recycle Me’

3CONSUMER BEHAVIOR
campaign that avoided the traditional approach in urging the young people for considering
donating organs.
3. Effective Approach of Education and Awareness Campaign for the Older Adults
The effective approach for the education and the awareness campaign for the older adults
must also avoid an authoritarian approach and focus more on the consequences instead of the
cause (Sutherland et.al 2013). This is because; although older adults are matured individuals but
an appealing poster with a more humorous approach always creates a greater appeal with an urge
to follow it. The campaign must also focus more on increasing the knowledge and awareness of
older adults.
4. Two Areas of Social Marketing that Effectively Used the Approach
The two areas of social marketing that can effectively use the approach include website
and social media platforms. Campaigns undertaken through website helps in increasing
awarenees amongst a greater number of people since nowadays people have become increasingly
tech savvy (Ashley and Tuten 2015). In other words, campaigns portrayed through website
involves greater audience engagement. Social media platforms like Facebook, Twitter, Instagram
and Snapchat are popular platforms that appeals people in a greater mannner. Campaigns
undertaken through these platforms not only become popular but also become the voices of the
millions.

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References:
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing, 32(1),
pp.15-27.
Davis, K.C., Nonnemaker, J., Duke, J. and Farrelly, M.C., 2013. Perceived effectiveness of
cessation advertisements: the importance of audience reactions and practical implications for
media campaign planning. Health Communication, 28(5), pp.461-472.
McCarthy, B., 2016. Consumer Behaviour and PR.
Sutherland, J., Edwards, P., Shankar, B., & Dangour, A. D. (2013). Fewer adults add salt at the
table after initiation of a national salt campaign in the UK: a repeated cross-sectional
analysis. British Journal of Nutrition, 110(3), 552-558