This edition highlights four programs. The first is "Word Up, Arizona" that is covered in Stuart Elliott’s In Advertising column in the NY Times. Stuart usually covers the corporate side of advertising, so it's always nice to see the public sector get some time in his bright spotlight. Though the “social marketing” words are never mentioned, I thought some readers might be interested in the tactics the Arizona Department of Health used for their teen pregnancy reduction program. They are certainly up to the edge and the campaign tactics reflect a high degree of trust they must have in the agency they are working with – were that the case more often. The campaign is unusual for a couple of reasons. One is that the ads present their message - "Abstain or use a condom" - in the form of what is known as spoken-word poetry, as it is performed in competitions called poetry slams. The other reason the campaign is unusual is its extensive use of nontraditional media, which includes cellphone text messaging, e-mail messages and the Internet in addition to more conventional media like television, radio, posters and billboards. Such media are, of course, mainstays of the teenagers at whom the campaign is aimed.
California has just launched the "My Strength is Not for Hurting " social marketing program, targeted at 14-18 year-old males to reduce the prevalence of sexual violence. Sample ad copy reads: "So when she was too drunk to decide, I decided we shouldn't," and another adds "So when I paid for our date, she didn't owe me."
Illinois Governor Blagojevich has announced an expanded social marketing effort to reach African Americans with education, prevention and testing to reduce HIV/AIDS. Kudos to the social marketers in Illinois who have "the words" in the Governor's press release.
The campaign is called BASUAH – (Brothers And Sisters United Against HIV/AIDS)- A Governor Blagojevich initiative to fight the spread of HIV/AIDS. Numerous media outlets statewide have agreed to partner with the State of Illinois to boost this effort geared toward the African-American community. The state will increase funding efforts ten-fold to $2.5 million, build media partnerships and form key partnerships with churches, colleges and South Africa to address this public health crisis.
Finally, though I usually do not cover PR for agencies who profess to use “social marketing” (as opposed to the programs they may be doing), I have included a release about RARE as many people in social marketing often ask about resources and programs where social marketing is addressing environmental and conservation issues. Here is an award winner.
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