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Social marketing

This advertisement is using a social marketing approach. Social marketing is a process for influencing human behavior on a large scale, using marketing principles for the purpose of societal benefit rather than commercial profit.

Product

Product can be tangible, like a behaviour, a service or a product itself being exchange with the target audience for a price and benefit. Or it can be intangible like a youthful feeling, peace of mind, or the hope to do something you want to do. In this case, the product is a behaviour that we want people to do which is to put on the safety belt in exchange of some effort and time. In order for people to accept this behaviour, it must compete successfully against the benefit of the current behaviour.

Price

Price refers to the cost to the target audience in making the desired behaviour change. This is the downside of what we are asking our audience to do or things that they have to give up. It can be financial, or more often related to other “costs” like: time, effort, lifestyle, psychological cost. In this case, by putting on the safety belt, the costs to the target audience are driving pleasure, time gain and eliminate routine behaviour. Some people are afraid that buckling up the seatbelt could wrinkle their clothes. And some find it uncomfortable or because it is just cooler to drive without wearing it. Well, does this really matter when talking about life? Therefore, for people to accept the new behavior, the perceived costs have to be less than the perceived benefits for people to act. This advertisement effectively put on the very key message that “deaths could be very well avoided if the occupants of the cars involved in the accidents wore the seatbelt”. This will definitely draws people’s attention and concern, and it is definitely worth giving up time and pleasure for – perceived benefits.

Place

Place is channels through which products or programs are available. Before we decide these channels we should ask ourselves that where does our audience already gather? Where might they be in right frame of mind? After that, place the services, product and activities at places or times that: people are likely to be thinking about the problem/issues, are convenient for people, they are likely to see or hear the information and are where they will act. For this case, this advertisement can put up on TV, internet, where not only the road user can see but also the general public.

Promotion

Promotion stands for communication messages, materials, channels, and activities that will effectively reach your audience.Promotion should be attention-getting to stand out from all the other non-health information people get through TV, radio, the internet, newspapers, etc. It should be place in a medium and in a location where your audience will notice it. Repeat it, Repeat it, Repeat it. Communication research tells us people need to hear new information approximately 11 times before it starts to sink in! And most importantly, make it memorable. Connect it with something that is important to the audience. This is a very efficient commercial with a car accident showing the importance of wearing your seat-belt in a car because it's the seatbelt that keeps passengers in place. A variety of print materials (flyers, bulletins, brochures, fact sheets) can be developed and distribute to the general public (all road users). Mass media messages (talk shows, and TV news) also carried a large portion of the promotion load.

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