Social Awareness Campaigns
Added on 2021-04-24
12 Pages2335 Words31 Views
Running Head: SOCIALAWARENESS CAMPAIGN1Social Awareness Campaign
Social Awareness Campaign 2Introduction Social marketing refers to the process to develop and integrate the marketing approaches to the social change process. It is the process of developing activities, through which the organization can maintain the behavior so that individuals and the society can benefit as a whole. Social marketing is different from other forms of marketing as it is focused on influencing the social behaviors to influence the target audience and the society. In the current report, a marketing plan is proposed for the social issue of health in the younger population of the students in Canadian University of Dubai Campus. The social campaign will be targeted to improve and motivate people to lead a better and healthy lifestyle. It marketing plan is focused to improve the lifestyle, whether it is regarding the mental/social, physical choices (Roncancio et al, 2017). The healthy lifestyle can be achieved through food choices and training. The major challenge in the public health is the lack of awareness for the health and obesity. This phenomenon is negatively impacting on the health of the young people. Youth is attracted towards unhealthy junk foods and the life style has resulted in lack of exercise among the employees. The current marketing plan will promote regular exercise and the inclination towards healthy lifestyle. Situational Analysis The situational analysis is focused in analyzing the current situation of the youth obesity and the awareness of the youth regarding the obesity, health eating and regular exercise. In this essence, the current section is focused on conducting SWOT analysis of the current situation. Strengths There is substantial awareness of the obesityWeaknesses Financial constraintsCurrent lifestyle which leads to
Social Awareness Campaign 3inactivity and consumption of junk foodOpportunitiesThere is opportunity to initiate the campaign in the University campus to gain access to large number of peopleThreats Advertisements of fast food chains and junk food companiesHigh cost of healthy food Lack of accountabilityThe above situational analysis sheds light on the current situation of the students in the university. The students are aware of the severe consequences due to the lack of exercises. However, they do not have to the time or the motivation to engage in exercise. As the University is vibrant with the youth, the people are not likely to engage in the cooking activities. The healthy food available in the University campus is very costly for the students (Hyder, 2016). Therefore, it is important that the university conducts some intervention approaches for motivating the University students towards positive behavior. Selection of Target AudienceThe target audience refers to the audience with specific set of demographic or psychographic features, which will be influenced by the decision. The target audience refers to the intended audience of a publication or advertisement to promote a product or service. The target audience can be categorized according to the demographic or the psychographic features. The focal point of the current marketing campaign is the University candidates or the youth, who are not
Social Awareness Campaign 4engaged in the physical activities. Therefore, they are the intended audience of the organization. It is important to determine the target audience of the marketing campaign, so that the marketing efforts can be focused and effective (Zhu & Chen, 2015). If the target audience of an organization is not determined; then it is very challenging to fabricate an effective marketing campaign. The target markets of the social campaign are:Primary Target Market:Young Students registered in the Canadian University: Several students registered from different ethnicity and nationality has come across to study as the Dubai Campus of the Canadian University. They are in the age group of 18-30 with graduation and post-graduation qualification status. The behavioral information includes the hobbies and interest of the target consumer. In the present case, the target consumer have the behavioral characteristics of the target audience is excessive sitting and lack of physical activity (Tuten & Solomon, 2017). As the schedule of the target audience is very busy, the youth is attracted towards junk food, which is not healthy for the health. Secondary Target Market:The secondary target market of the present marketing campaign is the youth living in the near vicinity of the University. It is a social marketing initiative; therefore, the youth from the nearby universities will also be invited to the organization. The students from the external university are also invited to participate in the health programs (Heinze, Fletcher, Rashid & Cruz, 2016). They can enroll in the university programs by giving small fees. Set Behavioral Objectives and Target Goals
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