Public Relations and Social Marketing

PUBLIC RELATIONS AND SOCIAL MARKETING 4(1+3)

Lesson 9 : Principles of Social Marketing

Program and communication design

Designing helps to determine how to shape the behaivourial products and structure the physical and social environment. It has to undertake two types of designing namely designing behaviours and designing environments.

1. Designing behaviours : The behavior chosen to promote as main product will depend on two aspects- i) acceptable and doable to the audience and ii) belief of the audience that the behavior is efficacious in preventing the problem.
   
   Example: Promoting safe menstrual cycle to rural adolescent girls
   Behaviours:
1. Preparing pads at home with sterilized cloth
2. Buying branded ones
3. Inculcating good washing habits
4. Sound disposal habits


2. Designing environments: It is to create a situation that encourages and support individual behavior changes and also increases likelihood for sustainability of positive change for long term.
   
   Example: Promoting safe menstrual cycle to rural adolescent girls
   Environment :
   
1. Sensitizing mothers and grandmothers
2. Involving grassroot level health workers