A Comparative Analysis of International Non-Profit Marketing Campaigns

This report provides a comparative analysis of non-profit marketing campaigns, focusing on anti-tobacco and blood donation initiatives across various countries including India, the USA, Bangladesh, Malaysia, the UK, and Australia. The report examines the tactics employed in each country, considering cultural differences and the use of media such as social media, TV, and print advertisements. The analysis includes examples of advertising campaigns, such as the 'Tears You Apart' campaign in India, the 'Missing Type' campaign in the UK, and campaigns utilizing pictorial warnings and social media. The report highlights the strategies used by non-profit organizations and governments to raise awareness, increase blood donations, and discourage tobacco use. The report also compares and contrasts the approaches taken in different countries, identifying commonalities and differences in their marketing tactics. The report references several sources to support its findings.

Running head: NON-PROFIT-MARKETING CAMPAIGNS
Non-Profit-Marketing Campaign
Name of the Student
Name of the University
Author’s note

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Table of Contents
Discussion........................................................................................................................................2
1. Anti-tobacco Campaigns.............................................................................................................2
1.1 Not-for-profit No tobacco campaign in India........................................................................2
1.2 Not-for-profit No tobacco campaign in USA:.......................................................................3
1.3 Not-for-profit No tobacco campaign in Bangladesh.............................................................5
1.4 Not-for-profit No tobacco campaign in Malaysia.................................................................6
1.5 Comparison among the tactics followed in the above mentioned countries.........................7
2. Not-for-profit advertising campaigns for Blood donation:..........................................................7
2.1 Indian advertisement:.............................................................................................................7
2.2 U.K. Advertisement campaign:.............................................................................................9
2.3 Australian Advertisement:...................................................................................................10
2.4 United States:.......................................................................................................................11
2.5 Comparison among the tactics followed in the above mentioned countries:......................12
References......................................................................................................................................13

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Discussion
At the present situation, the most effective way of reaching to the people throughout the
world is to give advertisements in the social media sites, TV, newspaper etc. Many pf the not-
for-profit NGOs or governments are using the way of advertising in the mentioned Medias for
different types of concerns like anti-tobacco, HIV aids, anti-poverty, blood donation or other
similar factors. In this paper, the two selected topic for discussing and analysing the advertising
campaigns and the cultural differences over the countries are anti-tobacco and blood donation.
The way of representing, the required factors in the advertisements may be different due to the
cultural differences of the different countries, which is the main concern of this report.
1. Anti-tobacco Campaigns
1.1 Not-for-profit No tobacco campaign in India
There are almost 267 tobacco users in India among which nearly 14.6% are youth. There
are a number of health consequences in tobacco, which kills about one million Indians each year.
However, the tobacco industry has been instrumental in spreading the tobacco industry globally
through different marketing campaigns as well. Therefore, over the years, there had been no
reduction in the number of users of tobacco in India. In order to generate awareness among the
citizen, there are a number of strategies followed by different Not-for-profit organization. In a
lieu of protecting the Indians from the harmful effect of the tobacco, Cigarettes and Other
Tobacco Products prohibition act was proposed in the year 2003 (Hammond et al., 2012).

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Tactics followed
In India, different NGOs are working in anti tobacco campaigns. Tears You Apart is an
example of such advertising campaign in India. One of the major tactics followed by the not-for
profit organization of advertising campaign is citing the real victims suffering from cancers due
to tobacco smoking in order to create awareness among the general public. It also features the
advantages of quitting tobacco and living a healthy life. Even the packets of tobacco come with a
warning message.
Figure 1: Representing warning message as a tactic of advertising campaign
(Source: Hammond et al., 2012)
1.2 Not-for-profit No tobacco campaign in USA:
Tactics
Researches prove that almost 480,000+ annual deaths are due to the use of tobacco in US.
As advertising campaign for generating awareness among the public, USA non-for profit
organizations have embarked on teaching kids about the harmful effects of tobacco smoking by
arranging different anti tobacco campaigns. The tactics followed in USA is similar to the tactic

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followed in India. It arranges comprehensive program to show the negative impact of smoking
on human health, urging people to quit smoking (Wilson et al., 2012).
Figure 2: Representing the anti tobacco advertising campaign

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(Source: Wilson et al., 2012)
1.3 Not-for-profit No tobacco campaign in Bangladesh
Bangladesh experiences high production as well as consumption of tobacco. A high
percentage of people living in Bangladesh is addicted to tobacco products and are suffering from
tobacco-related health issues. Several non-for-profit advertising take place in the country for the
welfare of the people.
Tactics followed
The anti-tobacco campaigns aim to create mass awareness about the ill-effects of tobacco
in the country. Pictorial warnings and banners are used for depicting the health related issues that
can occur by consuming tobacco products (Henriksen, 2012). The not-for-profit advertisements
of Bangladesh depict the number of deaths within a given time span.

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Figure 3: Anti-tobacco campaign in Bangladesh
(Source: Henriksen, 2012)
1.4 Not-for-profit No tobacco campaign in Malaysia
Malaysia is trying to reduce the number of tobacco users through anti-tobacco campaigns
and advertisements. Different NGOs are taking the initiatives to conduct anti-tobacco campaigns
and reduce the number of deaths due to tobacco-related health issues.
Tactics followed
Malaysia focuses mainly on TV commercials and outdoor notices for spreading mass
awareness. The not-for-profit advertisements demonstrate the negative effects of tobacco
consumption. Malaysia also spreads awareness through social media websites. Posters and
banners are used for spreading details about the diseases that are caused by consuming tobacco
products (Wilson et al., 2012).
Figure 4: Anti-tobacco campaign in Malaysia

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(Source: Wilson et al., 2012)
1.5 Comparison among the tactics followed in the above mentioned countries
The marketing tactics followed in Bangladesh is different from that of the other countries
as the advertisements depict the number of deaths due to tobacco consumption within a given
time span. India and USA follow similar tactics where the main focus is on banners and TV
commercials for spreading awareness. Malaysia focuses on notices and social media marketing
for spreading awareness among the people.
2. Not-for-profit advertising campaigns for Blood donation:
2.1 Indian advertisement:

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Figure 5: Indian Advertisement
(Source: Naco.gov.in., 2018)
The example used here is taken from the advertising campaign done from the government
of India. In India, the blood donation campaign is one of the most popular social concern. The
main concern behind this is the increasing amount of thalassemia patients and shortage of blood
supply in the blood banks. This advertisement campaign was used for increasing the awareness
regarding the importance of the blood donation throughout the country. In most of the cases, the
advertisement regarding the blood donation campaigns use of rhymes can be found. In many
cases, the Indian culture also uses the popular faces or celebrities for advertising.

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2.2 U.K. Advertisement campaign:
Figure 6: UK Advertisement
(Source: The Independent, 2018)
In the year 2016 the department used the social media in order to fight with the falling rate of the
blood donors in UK. The main objective of this campaign is to promote the user generated
content on the social media in order to spread the awareness about the importance of blood
donation in general people and specifically among youngsters on the social media. In the

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national blood week of 2016, the department started the campaign “Missing Type”, which is
about informing the donors about the scarcity of the blood types “A”, “O”, “B” in the blood
supply.
The main idea of the campaign was to omit the above mentioned letters, from different famous
and generally recognizable brand names, place names. This campaign was intended to increase
the user generated content on the social media in order to inspire the target age group which
was 17-24 years.
Brands omitting the letters “A”, “O”, “B”
2.3 Australian Advertisement:
Figure 7: Australian Advertisement
(Source: Campaign Brief Australia, 2018)

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This is an example of word of mouth advertising campaign was held by Australia's
leading influential word of mouth agency, Social Soup for Australian Red Cross Blood Service.
The advertisement campaign got a huge success as it was spread over the social media. The use
of social media sites is the most useful strategy used in this culture at present. The use of
celebrities for the advertisements can also be seen in this culture.
2.4 United States:
Figure 8: Blood donation advertisement campaign in U.S.
(Source: Healthwatchcenter.com, 2017)
This is the example of an advertisement campaign in U.S. This is an online advertisement
for developing awareness regarding the blood donation in United states and Canada. The strategy
used here is to show the numerical data points regarding the necessity of blood in the country.

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2.5 Comparison among the tactics followed in the above mentioned countries:
After analyzing the strategies used in the four countries, no significant cultural
differences found among the countries. It has been found that all the countries are using the
social media as the major platform of doing the advertisement campaigns regarding the blood
donation. However, among the four advertisements, Indian culture reflects strongly among the
advertisements in terms of rhymes and design of the campaigns.

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References
Campaign Brief Australia. (2018). Australian Red Cross Blood Service case study: How an
influential word of mouth campaign increased blood donations via Social Soup.
Retrieved 18 January 2018, from http://www.campaignbrief.com/2013/05/australian-
red-cross-blood-ser.html
Hammond, D., Wakefield, M., Durkin, S., & Brennan, E. (2012). Tobacco packaging and mass
media campaigns: research needs for Articles 11 and 12 of the WHO Framework
Convention on Tobacco Control. Nicotine & Tobacco Research, 15(4), 817-831.
Henriksen, L. (2012). Comprehensive tobacco marketing restrictions: promotion, packaging,
price and place. Tobacco control, 21(2), 147-153.
Home - Health Watch Center. (2018). Health Watch Center. Retrieved 18 January 2018, from
http://healthwatchcenter.com/
Naco.gov.in. (2018). National AIDS Control Organization | MoHFW | GoI. Retrieved 18
January 2018, from http://naco.gov.in/
The Independent. (2018). The Independent. Retrieved 18 January 2018, from
http://www.independent.co.uk
Wilson, L. M., Avila Tang, E., Chander, G., Hutton, H. E., Odelola, O. A., Elf, J. L., ... &
Apelberg, B. J. (2012). Impact of tobacco control interventions on smoking initiation,
cessation, and prevalence: a systematic review. Journal of environmental and public
health, 2012.