Social Marketing in the News

A Rare Interview

Carrie Crockett: Could you describe Rare's mission, in a nutshell?

Brett Jenks: Basically, we're setting out to build a global constituency for the environment, one community at a time. I think our method of constituency-building inspires the inhabitants of the world's most ecologically important places -- in part, because of pride in their environment, and in part, to protect their source of livelihood. Our primary projects are working to preserve endangered species and ecosystems, as well as to protect and establish national parks where none existed before...Our campaign managers study for 10 weeks in their own language at one of our three university centers in Mexico, the U.K., or Indonesia. They study social marketing and public opinion polling, among other things. From that point on, they have 12 months to launch and run the campaign. We're trying to get our mascots elected as symbols of the environment, much like winning a political election. For example, tens of thousands of school children end up knowing the Pride Campaign song written to protect an endangered species in their local community. We also use tools ranging from music videos to billboards to meetings with municipal leaders to promote, for example, why people should have pride in their watershed.

It's sort of like a cross between a New Hampshire primary and Smokey the Bear -- very grassroots, but at the same time, very marketing-savvy

Company Launches Pool Table Branding Campaign

Population Services International-Tanzania (PSI-Tz), announced yesterday its national campaign to brand pool tables with a message “Cheza Salama, Tumia Salama” meaning “Play safely, Use Salama condoms”.

The launching of the campaign has gone hand in hand with the official announcement that the organisation will award the winner of the on-going Dar es Salaam region‚l pool table competition with a branded new table worth 1.2m/-.

Welcoming the audience, PSI-Tz Tanzania Corporate Affairs Manager, Mary Mwanjelwa said her organisation has been in the country for the last 13 years and is committed through social marketing to increase demand for and consistent use of quality health products by making them affordable and accessible to vulnerable groups.

Ottawa Hopes Anti-Smoking Ad Attracts You Tube Parodies

In what may be a first for the federal government, Health Canada has posted its new anti-smoking ad on the You Tube Web site, with the unusual hope that Internet surfers will make fun of the spot....

In another new-media idea championed by the Minister, the department is producing podcasts, the first of which will feature a tracksuit-clad Mr. Clement doling out fitness and healthy eating tips. He would also like officials responsible for publicizing public-health information to look to the new generation of music videos for stylistic inspiration.

"I thought we should at least get into the 21st century at some point in 2006 when it comes to how we convey social marketing and, basically, the government's messages," said the Minister.

Mr. Clement's bespectacled, scholarly look belies a keen interest in alternative rock and other elements of pop culture not normally associated with middle aged politicians.

He said he first suggested about nine months ago that Health Canada use You Tube, where everyone from teenagers to major TV networks post videos that people can view for free on their computer or download to another device.

The response back then from officials? "What's You Tube?" recalls the Minister.