Challenges and Ethical Considerations PUBH 535, Social Marketing in Public Health August 19, 2015

Learning Objectives Understand the beginning role of social marketing and how this role has been defined in the marketing and public health profession. Understand the current challenges of social marketing Discuss some of the ethical considerations of social marketing

In the Beginning Social Marketing started as a concept originated by sociologist GD Wiebe in 1950’s The roots within the marketing field began with the work of Kotler in Practical application began with family planning programs in the 1960’s. SM did not have identity for many years.

Since then Several textbooks devoted to social marketing Chapters about SM in marketing and health comm textbooks Journal of Social Marketing Social marketing conferences Social marketing centers in Scotland, Canada, Poland, and in the UK.

Now Healthy People 2020 has specific objectives surrounding social marketing Social marketing has become a household name Overall objective is no longer promoting ideas but influencing behavior

Misconceptions You ask most people what social marketing is and they will tell you it has to do with social media. Social marketing goes much further than commercial marketing: we are not selling a product, we are selling change for greater good.

Misconceptions Marketing is manipulative Marketers are shallow and unethical Marketing is too expensive Marketing is just putting different labels on what other brands have always done

Challenges There is lack of buy in by senior administration The SM field has poor brand positioning

Challenges Not enough case studies and wide-scale success stories, not well publicized. SM lacks academic standing as opposed to other programs.

Time to Overcome Must look at the benefits of SM: – Target audience plays a major role – Focused on whole behavior change – Tailored to specific target audience segments – Better uses resources – Moves beyond the promotion of the product

Time to Overcome Costs: – It is now easier to find social marketers – More private marketers putting their efforts towards social problems – More online resources – Free training and resources

Time to Overcome SM is increasingly widely adopted It is being used in many areas Now groups and conferences where people can share best practices.

Time to Overcome Taken together there is no reason why social marketing cannot work in public health

Areas for Improvement Committed and extensive private sector involvement Create academic programs SM as a scholarly field of study Basically it is a exciting new journey within public health!

Ethics Currently no concrete ethical blueprint exists Biggest grey area is: – Individual freedom versus community good – Who’s right and who’s wrong? Two schools of thought: – Deontology – Teleology

Schools of Ethical Thought Deontology: – To be ethical we must use the right means regardless of the outcome – Immanuel Kant’s: Categorical Imperative Problem is the ethicality of rewards: – The means used to change behavior

Schools of Ethical Thought Teleology – Good or bad of the outcome is what counts – Utilitarianism Problem is determining the appropriate goal

Standards for Marketing Proposed standards for marketing – Be truthful – Protect privacy – Don’t model inappropriate behavior – Don’t be offensive – Be fair and balanced – Avoid sterotyping – Protect children

Ethical Dilemma “One cannot not communicate” Step further: “one cannot not manipulate when communicating about health and disease”

Ethical Dilemma Solutions Deciding in advance what their health-related goal is, and then constructing their messages to fit that goal. Promoting the “common good” Ensuring that a community standard is used to determine the common good

Fear Appeals Common in print and tv advertising Several problems: – Keeps the person from making a rational and free choice – Exploit particular vulnerabilities – Create consumer anxiety

Fear Appeals Teleologist may support use of fear: – If the product, behavior, or idea being promoted is beneficial to society. Deontologist may reject use of fear: – It is morally wrong to cause anxiety and distress These fear messages may cause a boomerang effect

Readings Andreasen, AR Marketing Social Marketing in the Social Change Marketplace Jones, SC. & Hall, DV (2006) Ethical Issues in Social Marketing. Proceedings of the 3 rd Australasian Non-Profit and Social Marketing Conference Newcastle, August 2006, Australia: University of Newcastle.

Sources Andreasen, AR. (2002) Marketing Social Marketing in the Social Change Marketplace. Journal of Public Policy & Marketing, vol. 21 (1), Pang B, Kubacki K, (2015) "The four Es of social marketing: ethicality, expensiveness, exaggeration and effectiveness", Journal of Social Marketing, Vol. 5 Iss: 1, pp.83 – 99