Relative to other nations on the same continent, the country of Oland performs p
ID: 36819 • Letter: R
Question
Relative to other nations on the same continent, the country of Oland performs poorly on many measures of social and health wellbeing. For instance, Oland has the highest rate of both alcohol related disease and also unwanted pregnancies amongst teenagers. Successive governments have presided over worsening social conditions in the country. High levels of taxation on individuals and heavy regulation of businesses have led to a lack of innovation and
economic prosperity. However, change is promised with the election of a new Government which has policy aims of economic regeneration, tax reforms and the introduction of a set of policies and measures to help address the country's social problems.
You work for an international marketing agency with expertise in social marketing and you have been asked to advise the new Government ministers on the potential for introducing appropriate social marketing programmes which could be used alongside other government measures.
Explain what would be involved in introducing a social marketing programme in Oland.
Explanation / Answer
The concept of social marketing
The term 'social marketing' first gained popularity in the 1970s when marketing gurus Philip Kotler and Gerald Zaltman argued that the same marketing principles used to sell products to consumers could be used to 'sell' ideas, attitudes and behaviours. Social marketing uses commercial marketing practices to achieve non-commercial goals, specifically by communicating with and then influencing a target population using marketing thinking and techniques. In doing so the approach combines science, practical 'know how' and reflective practice and is particularly useful in addressing issues
such as health and the environment.
The use of social marketing in international health programmes highlights the potential to Oland