Critical Analysis of Social Marketing Campaign for Social Change

This report critically analyzes a social marketing campaign, specifically focusing on "Way2Go! Social marketing for girls' active transportation to school," and assesses it using the NSMC (National Social Marketing Centre) benchmarks. The report begins with an introduction to social marketing and outlines the campaign's objectives, which aim to increase physical activity among girls. It then delves into a detailed analysis of the campaign based on NSMC criteria, including behavior, customer orientation, theory, insight, exchange, competition, segmentation, and methods mix. The analysis incorporates insights from the "Way2Go" project and compares it with other relevant research, such as the "Assessing the Impact of a Social Marketing Campaign on Program Outcomes for Users of an Internet-Based Testing Service for Sexually Transmitted and Blood-Borne Infections: Observational Study." The report examines the campaign's strengths and weaknesses in each criterion, such as customer orientation through interviews and visual data, the use of theories like the socio-ecological and Social Cognitive Theory, and the segmentation of the target audience. Finally, the report suggests initiatives to improve the campaign's effectiveness, drawing on the analysis of the NSMC benchmarks and providing a comprehensive overview of the campaign's impact on social change.

Running head- MARKETING
Social marketing critical analysis
Name of the student
Name of the university
Author note

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Table of contents
Introduction................................................................................................................................2
1. Overview of the social change...............................................................................................2
2. NSMC benchmarks criteria analysis......................................................................................3
2.1 Behaviour.........................................................................................................................3
2.2 Customer orientation........................................................................................................4
2.3 Theory..............................................................................................................................5
2.4 Insight...............................................................................................................................6
2.5 Exchange..........................................................................................................................6
2.6 Competition......................................................................................................................7
2.7 Segmentation....................................................................................................................7
2.8 Methods mix.....................................................................................................................8
3. Initiatives to bring the improvements....................................................................................9
References................................................................................................................................10

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Introduction
Marketing is the initiative of the sellers to lure the buyers through strategies. In this
process, the main aim is to ensure the social wellbeing. However, this is not an easy task, as
the behaviour of the people differ according to its range and intensity. Measurement of these
behaviours is assistance in terms of estimating the impact on the community development
(Sauvage-Mar et al., 2019). This essay aims to analyse a campaign on “Way2Go! Social
marketing for girls' active transportation to school” through the incorporation of NSMC
criteria. Within this, the focus is on the initiatives undertaken for bringing the social change.
Along with this, the assignment also focuses on the steps taken for making the necessary
improvements.
1. Overview of the social change
In the competitive pace, proper frameworks are lacking in terms of governing the
educational establishment of the children. This is especially in case of the girl children
residing in the communities amidst shabby surroundings, which acts as a compromise into the
fulfilment of the basic needs for survival.
According to the article, “Way2Go! Social marketing for girls' active transportation
to School, Active Transportation to school (ATS) is one of the recent trends for increasing
the physical activities. Girls and young women are exempted from the usage of ATS from the
categories of physical, mental and community health benefits. Social marketing is one of the
effective frameworks in understanding the perspective of the girls (Sauvage-Mar et al., 2019).
The activity of developing these frameworks can be considered as a collaborative approach
towards campaigning for improving the health of the public domain. Experimentation on 79
girls between the age group of 7 and 15 years in Spring, Victoria is the typical evidence
behind this.

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According to the thematic analysis, participants from the elementary school preferred
health and fun while the middle school participants favoured socialization for enhancing their
academic establishment and development. Segmentation of the audience into different groups
was an initiative towards gaining a deeper understanding into the behaviours upon receiving
the information and messages. For addressing the issue, Way2Go project was funded by
Victoria Capital Regional District. Typical component of this project was peer to peer
promotions, where the participants stressed on the fun, which was reflected from the light
messages. This acted as an initiative towards encouraging ATS (Sauvage-Mar et al., 2019).
In comparison to this, the article, Assessing the Impact of a Social Marketing
Campaign on Program Outcomes for Users of an Internet-Based Testing Service for Sexually
Transmitted and Blood-Borne Infections: Observational Study is considered for analysing the
different ranges and intensity of the behaviours, which the people exposed in a given
situation or circumstance (Gilbert et al., 2019).
2. NSMC benchmarks criteria analysis
2.1 Behaviour
Most of the times the people perform the actions under the influence of the
unconscious mind. Under the pressure of drab monotonous schedules, the people just
concentrate on the ways to finish the task. Social marketing proves beneficial in terms of the
measuring and influencing knowledge, attitudes and beliefs of the people. Mention can be
made of the campaigns related to tests of sexually transmitted diseases and blood borne
infections, which lack effective research in terms of evaluation. In this case, the reliance is on
the process measures, which shapes the behaviours based on the achieved outcomes
(Sauvage-Mar et al., 2019). Web based campaigns and internet based health services are
plans for upgrading the standards of living for the girl children living in the communities.

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In case of the Way2Go project, schemes like PA benefits, mental health, carbon
climate change and socializing seem beneficial in terms of luring the community people
towards the academic services. Here, the focus is mainly on the involvement of the girl child
of the community people into the projects. In this, promotional activities through games,
competitions, peer to peer modelling helps in establishing strong contact with the community
people. Ensuring that the communities have proper access to the networks is crucial in terms
of luring the community people towards the marketing. Otherwise, they would lag behind in
terms of the recent initiatives and the information (Sauvage-Mar et al., 2019).
For addressing this issue, SMART goals can act as an effective option. In case of
ATS, 30 to 60 minute long seminars were conducted on the focus groups for assessing the
perspectives and opinions related to the associated benefits, barriers and determinants. On the
other hand, the method of GetCheckedOnline (GCO) was used for overcoming the testing
barriers, which prevailed in the people with high infection rates. Typical components of this
were risk assessment, laboratory requisition, specimen inspection in labs and online delivery
of the results (Gilbert et al., 2019). In this case, involvement of the users was the only means
for assessing the approach of the users towards the initiatives undertaken. On the contrary,
follow ups were conducted on the responses of the focus groups in case of Way2Go project.
Poster presentation proved effective in terms of reflecting the responses of the groups
regarding the attractiveness level of ATS.
2.2 Customer orientation
Variation within the sources is vital in terms of assessing the attitudes and beliefs of
the clients. In this context, interviews act as a cornerstone towards measuring the reason
behind the exposure of certain behaviours. In the article about Way2Go project, the posters
and visual data are the primary tools, which provides an insight into the underdeveloped
condition of language and speech in case of the girl children residing in the communities

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(Sauvage-Mar et al., 2019). Semantic stimuli technique was a typical component in the
interview. In contrast to this, the other article mentioned about health initiatives for men,
where the focus was mainly on upgradation of community based gay men’s health. This acts
as a compromise with the health and educational needs of girls and women of the
communities.
In case of the way2Go project, the 4 P SM framework proved effective in terms of
assessing the involvement of the girls into the educational parameter. Commercialization of
the behaviours of girls, in the perspective of education, is an initiative towards detecting the
potential risks, which can hamper their educational establishment. Social marketing has
upgraded the standards of living in case of the youths. The initiatives in this direction are
reducing the instances of alcohol abuse, consumption of smoking and safer sex practices. On
the other hand, JustMakesSense (JMS) campaign was used for increasing the convenience
of the customers (Gilbert et al., 2019). This was through the means of social media, which
enhanced the trafficking of the audience towards the services.
2.3 Theory
Complex variations in the human behaviours necessitates the incorporation of
theoretical considerations. This is not only in case of the marketers but also for the researcher
intending to carry out further study on human behaviour. According to the article, Way2Go!
Social marketing for girls' active transportation to school, socio-ecological and Social
Cognitive Theory (SCT) gains an important position. Along with this, theory of planned
behaviour and social learning theory have been incorporated.
Theory of planned behaviour is effective for the marketers in terms of introducing
projects like Way2Go and campaigns for testing the effectiveness of internet based services
in cases of sexually transmitted diseases and blood borne diseases (Gilbert et al., 2019).

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Conducting surveys and interviews on the participants help in detecting the behaviours of the
users. The responses provided by the participants is assistance in terms of enhancing the
knowledge, skills and expertise of the students, especially the girl children in the
communities. The assumptions of the theory propose place the individuals in the same group,
based on imitating others for exposing the reactions to a particular aspect. This imitation
helps them in learning the concepts in a better manner. In this, the concept of classical
observation can be infused. This is in terms of learning by observing others. Interactions
between two individuals is the key towards assessing the behaviour and response of others
(Sauvage-Mar et al. 2019). Planned behaviour of the marketers in providing access to the
community people is assistance towards gaining an insight into their behaviours and
intentions towards availing the services of education or health checkups.
2.4 Insight
Typical components of insight include the drivers behind fulfilling the targets. Semi
structured focus groups were selected as samples for determining the factors related to school
attractiveness. In this, modes of transport and involvement strategies gain an important
position in case of Way2Go project. On the contrary, online checking methods were adopted
for providing treatments for sexually transmitted diseases and blood borne infections. In this
case, adopting social media assisted in gaining an insight into the behaviour of the users
towards the levied services (Gilbert et al., 2019).
2.5 Exchange
Marketing is the exchange of goods between the buyers and the sellers with the
intention of gaining trust, loyalty and satisfaction. In the Way2Go project, Capital Region
District of Vancouver Island is the seller and the girls living in the communities are the
buyers. In case of GetCheckedOnline, gay, bisexual men are the targets. In case of Way2Go,
the open coding was conducted for maintaining the balance between the data across the age

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groups. The intention here was to develop relevancy between the propositions and the results.
On the other hand, social media was the means for exchanging information related to the
online checkups for sexually transmitted diseases and blood borne infections (Gilbert et al.,
2019).
2.6 Competition
In order to maintain the pace with the contemporary brands, marketers intend to
involve more and more customers. In this rat race, the marketers fail to delve deeper into the
behaviour of the customers. For addressing the issue, flexible strategies are needed in terms
of adding flexibility into the market position. Joint venture with the contemporaries is one of
the wise steps towards averting the illegal instances. In case of Way2Go project, youth
friendly tone was used for promoting the educational services. Development of the school
based schemes, incentives acted assistance in competing with others in terms of ensuring the
academic establishment of the community girls. On the contrary, concepts like “click through
rate”, “cost per account” and tests are fruitful for fulfilling the needs of the gay, bisexual and
other men (Gilbert et al., 2019).
2.7 Segmentation
Segmentation of the participants helps in achieving an easy understanding of the
needs, demands and requirements of the customers. Segmentation depends on lifestyle,
location and behaviour towards possessing the quality and branded products. In case of the
Way2Go Project, campaign segmentation has been applied for gaining an insight into the
different attitudes, beliefs and perceptions of the girls regarding going to schools. Along with
this, social marketing principles have been applied into the levels of attractiveness within the
educational services. In this application, the awareness of the researchers about the standards
and benchmarks have been enhanced. Through the application of this technique, it has been

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found that involving the audience into the campaigns create mass appeal for acquiring the
transformation (Sauvage-Mar et al., 2019).
As a matter of specification, the article selects demographic segmentation in terms of
achieving an understanding about the attendance rates in the schools in case of the
community girls. In comparison to this, the article online testing services for the sexually
transmitted diseases and blood borne diseases, segmentation lacks any mention, as the
services are directed towards the section of gay men in the community.
2.8 Methods mix
Marketing mix is an effective means for reaching to the specific needs, demands and
requirements of the audience. Typical elements of this mix are product, price, place and
promotion. This mix acts as an experimentation for the involving the customers in enhancing
the brand image. Effective alternatives and backup plans makes the marketing practices
sustainable (Sauvage-Mar et al., 2019). In case of the article on Way2Go project, the
marketing mix can be described as follows-
Product PA benefits, mental health check-ups, carbon climate change, independence
and socializing projects are the means through which the attendance rates of
the girls of 7-15 years, living in the community, can be improved.
Promotion Advertising of the projects like games, competitions, quizzes are the means
through which the marketers lure the girls of the age group of 7-15. Using
friendly and informal tone is crucial in terms of reaching to a large number
of audience. Peer to peer modelling is assistance in terms of enhancing the
learning capacities of the girls through peer supervision and guidance.
People Way2Go project was funded by Victoria Capital Regional District and Roy
Watson Traffic Safety Fund.

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Place Improvements in the trail and bike routes is an effective means for
increasing the attendance rates in the schools. Making driving less
convenient by removing the parking spaces would help the parents to drop
the students at short walking distances from schools.
Price Aspects like distance, weather, traffic safety and strangers adds to the
concerns and worries of the parents. Due to these concerns, the parents
hesitate to bear the expenses of admitting the girls into the schools. These
factors reduces the attractiveness levels of the schools.
Table 1- Marketing mix for Way2Go project
(Source- Sauvage-Mar et al., 2019)
3. Initiatives to bring the improvements
Cost effectiveness, easy to access and frequent occurrence makes Way2Go project a
recommended one for the upliftment and development of the girls belonging to the age group
of 7-15 years. Agenda for change needs to be developed by the regional health authorities.
This can be done through the adoption of strong and flexible marketing strategies like
marketing mix, which would help in assessing the effectiveness, feasibility and
appropriateness of the plans. This technique would act assistance in understanding the
different behaviours and responses. Gaining an insight into the different attitudes and
responses would help in developing customer oriented services, indicative of increasing the
revenue share and profit margin.

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References
Gilbert, M., Salway, T., Haag, D., Kwag, M., Edward, J., Bondyra, M., ... & Ogilvie, G.
(2019). Assessing the Impact of a Social Marketing Campaign on Program Outcomes
for Users of an Internet-Based Testing Service for Sexually Transmitted and Blood-
Borne Infections: Observational Study. Journal of medical Internet research, 21(1),
e11291.
Sauvage-Mar, C., Naylor, P. J., Higgins, J. W., & VonBuchholz, H. (2019). Way2Go! Social
marketing for girls' active transportation to school. Preventive Medicine Reports,
100828.