After the required reading from class and a great class discussion I wanted to explore some aspects of setting goals and objectives. I watched the video mentioned in the timeline of development of social marketing in the Lee and Kotler textbook. The link to the video is at the end of the blog post. I recommend you watch the video before reading the blog post. I enjoyed this video as someone who’s goal is to help people and make a difference in my lifetime. It really made a connection to some of the things I have noticed about public communication campaigns that are out there and what is wrong with the image they represent as a motivator to change. I found analyzing the ads and watching the video helped me define better goals and objectives for campaigns. It also encouraged me to explore the ethics of social marketing as well.
- People don’t want to be judged. People want to feel love and accepted and have fun! That I believe is a top priority for humans. As a lactation specialist I believe this ad will deter people from breastfeeding. Breastfeeding now is recommended until 2 years of age by American Academy of Pediatrics. That is a long time to worry about everything you eat. The food displayed on the breast is a staple (maybe not the most nutritious) of american cuisine. It is better for the mother to breastfeed while eating cheeseburgers then it is to not breastfeed or feel bad breastfeeding after eating a cheeseburger. This ad plays too much on this populations fears and anxieties of making bad choices rather then focusing on the good choice of breastfeeding.
The second ad below is much more positive and promoting. It is increasing self efficacy which from my reading of the public communication campaigns is a very effective change agent. The mother then feels empowered and supported by not being judged and criticized for her daily food choices and therefore I feel her breastfeeding will continue longer and will remain her first feeding choice for future children. The human body has an amazing way of taking out a lot of very important nutrients from various foods!
This ad below I feel is also promoting and positive. It promotes the health choice of breastfeeding through showing famous and successful women who breastfeed. They are working women and working women can breastfeed. New mothers often choose not to breastfeed at all due to the fact that they have to work. This empowers women to believe they can be breastfeeding mother and a working mother at the same time.
- Making difficult things fun, easy, and popular! I liked how Bill Smith described social marketing as this. The readings and discussion from the class also have mentioned the strengths of these three characteristics in a public communication campaign. Here are some examples I found:
The ad below shows the convenience of breastfeeding. It promotes the easiness of the behavior including mention of the financial cost, the time spent on a preparing a bottle, and they love and connection that is expressed with the act of breastfeeding.
The campaign image above is a great humorous campaign ad. It shows that if men were able to share the responsibility of breastfeeding they would. I like how it also reminds the women/mother of their special abilities that men/father will never have the opportunity to experience. So therefore makes them more appreciative of the opportunity by making it seem popular and supported by others even men.
I have enjoyed comparing campaign ads on topics I care about as a NICU nurse and I really enjoyed how simply the Ted talk by Bill Smith broke the ads down for me. As a future MPH Health communicator I would prefer to stay away from fear based campaigns and focus on encouraging positive behavior change campaigns whenever that is possible because when it comes down to it I just want to make people feel good!