Individual report on the social marketing campaign (summative) and Essay

Individual report on the social marketing campaign (summative) and Group presentation on a social marketing campaign (summative - Essay Example Non smokers are also affected through passive smoking as they will be exposed to the risk of inhaling tobacco substances from the smokers. Thus, everyone has a responsibility to promote safe health among all the people. As such, this reflective report is primarily concerned with reviewing the following brief: â€Å"role of social marketing campaign in influencing behaviour change towards smoking.† The report seeks to critically discuss the main factors that can influence a successful social marketing campaign. In some instances, social marketing campaigns fail to achieve their objectives given that the marketers will overlook some of the important aspects that can lead to behaviour change towards smoking. Thus, the main weakness in the presentation of the brief above is that it did not meet the criteria of implementing a successful social marketing campaign and it is going to address the necessary procedures that can be taken in order to design and implement an effective commu nication campaign. Why social marketing? Social marketing is very effective in promoting behaviour change through the use of communication campaigns. ... gn is a purposive attempt to inform, persuade, or motivate behavioural changes in a well defined and large audience generally for non commercial benefits to the individuals and society at large by means of organised communication.† Tobacco smoke produces chemicals that can flow to every part of the body but the immediate effects of these chemicals may not be readily visible to the human eye in a short period of time which is the reason why some of the smokers end up developing what is termed cognitive dissonance. This is a situation whereby the smokers will find solace in the fact that they have been smoking for a long period but have never experienced illnesses related to this bad habit (Rice &Atkin 1989, as cited in McQuail 2000). However, the media play an important part since the campaign is intended to change the behaviour of the targeted audiences. In this particular case, there is need for the group to take into consideration the theories of communication and the media i n order to successfully implement the anti tobacco smoking campaign. For instance, the agenda setting theory in the media posits to the effect that the repeated conveyance of the message will be setting an agenda for the public (McQuail, 2000). In most cases, there is need for the marketers involved in the social marketing campaign to target the opinion leaders since these have greater influence on the behaviour of the targeted audiences. Individuals are more likely to be influenced by people who are similar to them while at the same time they will be perceived as more trustworthy than the strangers. Peer education which derives from this theory is effective in combating this particular problem whereby it can be noted that a particular group of targeted audience is likely to be influenced