Ads to Entertain than Hardsell (sic)
Advertisements no longer persuade. They are a form of entertainment, complete with its own codes of storytelling… One disturbing trend [among advertisements in India] was that brands which operate in the same category were becoming mirrors of each other… The other feature that stood out in 2006 was the almost complete absence of the rural consumer, except in social marketing campaigns or when a ‘coffee-table’ view India was being presented through shots of Rajasthan… Social messages too had found their way into mainstream advertising (Surf Excel) but there was a thin line between the do-good advertising and exploitative advertising.
Orissa [India] Introduces Female Condom
Stating that so far only men were taking an active role in promoting safe sex because the condoms available in the market were all meant to be used by them, Chaudhury said now women will have the liberty to use `female condom' as per their wish.
`This will enable women to help prevent HIV/AIDS more actively.'
According to OSACS officials, the condom will be supplied to the sex workers through social marketing at a subsidized price of Rs 4 / 5 per pack as against its market price of Rs 40 to Rs 50.
Growing Fruit Fanatics
Second grade students gathered around LeAnn Mitchell, Redwood City [California] Elementary School District wellness coordinator, as she read “The Ugly Vegetables,” by Grace Lin — a story about a little girl who didn’t understand why her garden wasn’t full of beautiful flowers like the other neighborhood gardens.
In the end, the ugly vegetables made a delicious soup that made the neighbors jealous just like the little girl had been. The second grade students brainstormed about possible vegetables to use in a soup such as pumpkins and cucumbers. Once the children had vegetables on the brain, they headed to seats in the cafeteria to try a few new fruits and vegetables…
The food critic program is part of the Children’s 5 a Day-Power Play! campaign is a statewide social marketing initiative designed to motivate 9- to 11-year-old children to eat five or more servings of fruit and vegetables and be physically active for 60 minutes every day.
Health Task Force Releases Recommendations for Improving Care
The citizens health task force appointed by Oakland [California] Mayor Ron Dellums released its recommendations Tuesday, calling for sweeping improvements in programs, a special health coordinator in the mayor's office and a range of new services in schools and poor neighborhoods to close the city's glaring disparities in delivery of care…
Among the task force recommendations:
- Establish a healthy community bill of rights.
- Launch a social marketing campaign aimed at promoting healthful living in Oakland and a more economically vibrant community.
- Create an inventory of existing health care services and identify gaps in access to health care.
- Establish a regional think tank to periodically review health issues in the community.