Our Perspective

      • Social marketing: Promoting social values

        02 May 2013

        image
        Drawing by Marina Danev for the “Saving energy” campaign

        What impresses me most about the whole concept of social marketing is how it applies the tried-and-tested techniques of commercial marketing to ‘sell’ social values in ways that have the potential to change our behaviour and improve society as a whole. When you think about it, social marketing is not so different from other efforts to influence public behaviour.People have different needs, of course, and form different groups in the community to resolve common issues that affect their lives. In short, they initiate different forms of association and make efforts to influence our behaviour: the same aim as that of social marketing campaigns. Adopting a social marketing approach, we recently succeeded in ‘selling’ the benefits of saving energy to 1,600 young people from seven different municipalities (Gevgelija, Valandovo, Bogdanci, Kocani, Probistip, Kicevo and Oslomej ) who ‘bought’ into the idea of energy efficiency. To ensure an effective social marketing campaign, we enlisted the help of the very people we were marketing to: young people. Why? Because people are often more receptive to messages coming from people they perceive as their peers.The relevant stakeholders—the municipal administration, teachers and principals and local NGOs, together with young people – agreed on the best wayRead More