MKTG 309 Social Marketing and Sustainability

Individual Assignment: A Report on a Social Marketing Campaign (2,000 words, 20 marks)

DUE: Final electronic copy submitted to Turnitin Week 11, Tues 22 May by 3:00pm
Final hardcopy with Turnitin receipt submitted to BESS Week 11, Wed 23 May by 11:00am

Consider the needs of your community and the world around you through the eyes of a social marketer.
To this end, choose a social, environmental or health issue (e.g. recycling, smoking, domestic violence,
speeding, healthy eating, Northern Territory Intervention, etc.) and a specific social marketing campaign
as it exists.  Employ the 16 principles of success to analyse your selected social marketing campaign.

 To ensure you have not chosen a commercial or cause-related marketing campaign, you must
have your topic approved by your tutor by Week 4 before you proceed.
 You cannot use any of the social marketing campaigns you used for your group presentation.
 You also cannot use any of the following campaigns:
o Earth Hour, “Pinkie” speeding campaign, Measure-Up, Skin Cancer
 All documentation, diagrams, tables and spreadsheets must be written as double-spaced, with
2.5cm margins on all sides of the paper, using 12 point Times New Roman font.
 The assignment should be no more than 2,000 words, not including references.
 Include all references (Harvard) and sources of data that you have used to compile the report.
o The report must contain references to at least 5 academic journal articles.
 Each section is worth 5 marks with an additional 5 marks for referencing and writing style.
Use the format as follows:

PART 1: Provide background, purpose and focus of the social marketing campaign (Chapter 5)
1.1  Summarise the key background information leading to the development of this issue.
(e.g. Increased rates in teen pregnancies, decreased whale populations).
o Justify the choice of this problem.  What is the cost to the community of this problem
continuing?  What has been tried so far?  What impact has that had?  Why do we need a
fresh approach?
1.2 What is the campaign purpose and intended impact or benefit? (e.g. reduced teen pregnancies,
protection of whales).
o How will we evaluate the campaign?  What are its measurable outcomes?
1.3 What is the campaign focus? (e.g. teen abstinence, changed laws prohibiting whaling).
o Who is trying to address the issue? (e.g. government: federal, state, local; non-profit
organisations, including charities; commercial organisations)
1.4 Conduct a situation analysis
o Internal Strengths, Internal Weaknesses, External Opportunities, External Threats

Part 2: Target market, Goals, Barriers and Competition (Chapters 6, 7 and 8)
2.1 Who is the target group?
2.2 Define the Objectives
o What behaviours, knowledge and beliefs are you trying to change?
o What goal is the campaign targeting?
o What are the barriers your audience may have to adopting the desired behaviour?
2.3 What are the key benefits your target audience will be motivated by?
o Remember to separate benefits for the target person from benefits to the community (unless
strategy is to tap into community guilt e.g., stop smoking for your children’s sake. )
2.4 What are the competing alternative behaviours?
o What benefits do your audiences associate with these behaviours?
o What costs do your audiences associate with these behaviours?

PART 3: Positioning and Marketing Strategies (Chapters 9 through 14)
3.1 Write a positioning statement
o and as more important and beneficial than [COMPETITION].
3.2 Product design and platform
o What is the core, actual and augmented products being offered?
3.3 Price
o Describe the monetary and nonmonetary incentives and disincentives for your target audience.
3.4 Place
o Where and when will the target audience perform the desired behavior?
o Are there any groups or individuals in the distribution channel able to encourage and support
your efforts?
3.5 Promotion
o Describe the key messages communicated to the target audiences.
o Who delivers and/or sponsors the message?
o Summarise the creative strategies: logos, taglines, copy/script, visuals, colours, sounds
o What communication channels are used?

Helpful Hints:
You can include details about the campaign used (e.g., photographs, detailed explanation of the
marketing experience, example of the marketing creative, etc.), as an appendix in the final report.

Refer to Appendix A (steps 1 through 7) in your textbook for further information.

For advice on Harvard referencing these sites may be helpful to the writing of your report:
Plagiarism – what is it and how to avoid it

Referencing General Guide

Referencing Critical Examples in the Harvard Author-Date Style

Report on a Social Marketing Campaign  (2,000 words, 20 marks)
Part 1:  Background, Purpose and Focus of the Social Marketing Campaign (5 marks)

Poor 0 1 2 3 4 5 Excellent

1.1 Summarise the key background information leading to the development of this issue.
1.2 What is the campaign purpose and intended impact or benefit?
1.3 What is the campaign focus?
1.4 SWOT: Strengths, Weaknesses, Opportunities, Threats

Part 2: Target market, Goals, Barriers and Competition (5 marks)

Poor 0 1 2 3 4 5 Excellent

2.5 Who is the target group?
2.6 Define the Objectives
2.7 What are the key benefits your target audience will be motivated by?
2.8 What are the competing alternative behaviours?

Part 3: Positioning and Marketing Strategies (5 marks)

Poor 0 1 2 3 4 5 Excellent

3.1 Write a positioning statement
3.2 Product design and platform
3.3 Price
3.4 Place
3.5 Promotion

General Writing & References (5 marks)

Poor 0 1 2 3 4 5 Excellent

 Grammar, spelling, writing mechanics: organisation, logic and clarity of expression.
 Tables, charts and graphs with sources
o Professional presentation: neatness, page numbers, proper margins, etc.
 All ideas of others correctly cited and referenced using Harvard style within the body
of the assignment as well as in a reference list included at the end of the assignment.
o Any errors or omissions may earn zero marks for entire assignment and risk
being reported to the faculty’s Dean of Students.

TOTAL OUT OF 20 = ______________   TUTOR: _______________________




The world is increasing as the population are increasing uncontrollably and the life expectations have also increased. So today there is lesser death and more births. With the rise in population there is rise in the utilization of lot of products and so in the process lot of wastes are also being generated. The organic wastes does get accumulated in the soil and thus make the soil rich and the environment pollution free but the inorganic or synthetic waste creates lot of pollutions and also hard to be decomposed (Baird & Cann, 2008). One such waste which is creating maximum pollution is Polythenes.

Polythene is one type of plastic that is made up of long chain of hydrocarbons known as thermoplastic polymers. Polythenes are used for commercial purposes like packaging, surgery, carriage purpose and so on. Hence it is considered to be one of the most useful objects. But is polythene safe to be use? The Polythene is known to cause maximum pollution in the environment because of two reason and those are that polythene does not get decomposed and assimilated in the soil and secondly the melting point of polythene is quite high around 200 degree Celsius and at such high temperature when the polythene are burn they causes lot of smokes and pollutions (Baird & Cann, 2008). Polythenes largely affects the animal life especially the live stocks who when consumed the waste polythene from the environment not only get problems but also the products obtained from these live stocks creates problems in human beings too.

A large number of campaigns have thus started by various government as well as private organizations in order to put a ban on the use of polythenes. It is not completely possible to ban the production of polythene as it is essential for some of the unavoidable things but the use of polythene for general purposes can definitely be reduced and the polythenes should be recycled and reused rather than throwing in the environment or decomposing or burning it.  The campaigns against polythenes has always been successful all over the world and because of these campaigns a lot of countries have stopped the use of polythenes for general shopping purposes and also in many countries the reuse and recycle of polythenes goes on. Some of the principles based on which the success is obtained in these campaigns are:

a)     Setting the mission and goal of the campaign: Every work done in this world should have some goal, missions and vision. A work done without any specific vision never gets successful (Bartley, 2007). So before starting any kind of social campaigns it is very much necessary that the team sit together and design their goals and the manner in which they are going to carry out the campaigns. All the details should be documented and various pros and cons should also be discussed which are associated with the campaign. In this case the team need to design strategy which should include making people aware of the polythenes side effects through banners or videos, getting the media so that people all over the world get the message and many such things can be decided (Tren & Freidenberg, 2008). Point one of Appendix can be referred to understand the way the campaign mission and goals can be set.

b)     Taking examples of past successful campaigns: It is always essential to refer the past successful campaign cases. This will provide an insight on how to proceed with the campaign and what all obstacles one can face during the process of the campaigns. In case of campaign against polythene once can get lot of accessible information on internet on the manner in which the previous campaigns were held and the different success factors in those (Harlina & Hamid, 2011). The main thing that can be learnt is when the organization carried the campaign how it drive a large number of people to be part of such campaigns. In point 2 of Appendix examples of some of the successful polythene campaigns have been mentioned along with their success result.

c)     Targeting the audience: It is essential to learn that which audience are needed to be targeted so that a change in their behaviour can be bought and the campaign can be successful. In case of campaign against polythene the campaign has always proved to be successful with children, house wives, people who shop frequently and other regular vendors (Kennedy, 2010). Proper campaign in the residential areas can make the people understand the way they can use the polythene and protect the environment. In point 3 of Appendix all the possible target audiences has been mentioned.

d)     Methods to Change the Behaviour: A successful campaign is the one in which the target audience behaviours should change. Just by doing a campaign against the polythene is of no use if the people does not respond or moved by it (Bartley, 2007). Hence the campaign needs to have many inspirational stuffs (Refer point four in Appendix) that can make the people realize that how their contribution can protect the environment. Then the way they stop using polythene at their home will bring a change in the entire society.

e)     Removing all the barriers: Any kind of work or campaign faces some kind of obstacles and so it is necessary to remove these obstacles before starting the campaign. All the necessary permissions from all the authorities should be taken and it should also be noted that the campaign does not encourage any anti social elements which will affect the campaign dignity and message (Kennedy, 2010). In the fifth point of the appendix some of the obstacles that can be associated with the polythene campaign have been mentioned.

f)      Make the Benefits Relevant: Many researchers believe that a campaign should be organized in a manner that it automatically spread the benefits and the benefits need not be specifically mentioned. Similarly when people organize the polythene ban campaign through the campaign it should be visible to the audience the various benefits and the organizers do not have to mention them in their speech or by any other methods (Harlina & Hamid, 2011). In the appendix the point 6 consists of an example of making the benefits relevant.

g)     Proper services to motivate the audiences: Different type of messages and services should be there in the campaign so that the audience do not take it just as a campaign or a speech but take it as a motivation to start doing their bit. Only by this the change can be bought and the campaign will be successful (Bartley, 2007). In the appendix the point 7 mention various services that can prove successful in inspiring the audiences.

h)     Campaign should have strong messages: Every social campaign need to have at least one strong message or else the target audience won’t get moved in the behaviours and thus there won’t be purpose of making so many efforts in the campaign.  Point 8 in the Appendix consists of the message towards the campaign.

i)      Carrying out analysis: Campaigns are similar to selling a product and so it is essential to analyze all the situations. Analysis models like SWOT can be used to determine the strength and weakness of the campaign (Trent & Friedenberg, 2008). Please refer point 9 in the appendix where SWOT analysis has been carried out to understand the campaign mission in a better manner.

j)      Monetary Involvement: No work in this world can be carried out without the help of finance and so the campaign needs some financial assistance. Before the start of the campaign based on its requirement a financial chart is need to be prepared and all the sources from which the money can be collected should be approached (Harlina & Hamid, 2011). In appendix the point 10 mentions all the sources from which the money for the campaign can be collected. Once the money is collected proper utilization should be carried out.

k)    Promotion of the Campaign: The more would be the audiences the more would be the success of the campaign and so it is essential to drive a big mass. Before the start the campaign the median and other communication methods like mobile SMS, pamphlets, general announcements should be done regarding the campaign and the day on which the campaign would be carried out (Trent & Friedenberg, 2008). As a result people will drive in more number.

Based on all these principles any social campaign can be made successful. The main aim of every social campaign is to raise the society and make the society fights for their rights and a noble cause. Any kind of social campaign consists of a theme that does not affect one or two people but the entire society or the entire world. I case of Campaign against polythene, the ill effects of polythene affects all the people of this world (Braid & Cann, 2008). If the situation is not handled now then it will go on creating problems and ultimately the world will become a messed up place. So, social campaigns should be organized at regular intervals and every social campaign should follow the various principles of success so that it can achieve the target and get all the desired goals.


  1. Bartley, T. (2007). “How Foundation Shape Social Movement”. University of California Press, Vol 54, 3, pp; 229-255.
  2. Baird, C., & Cann, M. (2008). “Environmental Chemistry”. New York: W. H. Freeman and Company.
  3. Harlina, N. and Hamid, A. (2011). “A study of Critical Success factor for Green Technology Implementation”. Master Thesis, University of Utara, Malaysia.
  4. Kennedy, A. (2010). “Using Community-based Social Marketing Techniques to Enhance Environmental Regulation”. Sustainability, 1138-1160.
  5. Trent, J.S. and Friedenberg, R.V. (2008). “Political Campaign Communication: Principles and Practice”. Rowman and Little Field Publications.


Principles Examples
  1. Setting the Goal and Mission of a campaign
In order to ensure a better and pollution free world to our kids it is essential to stop using Polythenes and keep the environment clean. The goal of the campaign is to make as much people aware of this fact
  1. Past Successful Campaigns
Campaign to make Satkosia Polythene Free,

Recycling of Plastic Bags in USA and use of Paper Bags in Stores.

  1. Audience who can be inspired through this campaign
a)     School children as they are the future

b)     House wives as they throw maximum garbage.

c)     Shopkeepers to switch to paper bags

d)     Local authorities to keep the environment clean

  1. Behaviour Change
It can be brought by making the people educated against the harmful effect of polythenes, showing them evidences by performing some experiments and giving them data.
  1. Barriers Removal
In order to carry out the campaign successfully permission should be taken from local authorities of the areas where campaign is to be carried out, ensuring the daily life of people do not get disturbed, avoiding any sort of anti social work and avoiding any misuse of the properties.
  1. Relevant Benefits
Through some practical activities like making a area free of polythene garbage, using the polythene to design some accessories and showing the way it can be reused and recycled.
  1. Motivation Techniques
Videos which features case where people have died due to polythene, Presentations to show the future with polythene, some past case studies etc
  1. Strong Message
One cannot expect everything by doing nothing. If we expect a proper world for us and our future we need to act today and act now. It is better to act locally and then think globally.
  1. SWOT analysis
Strength: The campaign has strong goal and message and so it will definitely awake the people.

Weakness: Difficulty in maintain the audiences.

Opportunities: More such campaigns can be organized at regular intervals.

Threats: Financial issues can rise.

  1. Financial Sources
a)     Government organizations

b)     Collecting funds through some programs

c)     Collecting funds from private sponsors

  1. Promotions
a)     Through Media (Television)

b)     Through daily newspapers and magazines.

c)     Announcements in local community centres.

d)     Pamphlets


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