Constituting the UK’s National Benchmark Criteria on Social Marketing
choose one of the eight criteria constituting the UK’s National Benchmark Criteria on Social Marketing (French, Blair-Stevens, 2006) and describe how it has been applied in a social marketing program implemented in Australia or internationally. The goal is to understand the criteria and the theoretical and practical issues associated with its use. should review the academic literature (published books and journal articles) and the “grey” or unpublished literature, such as reports, articles, blogs, videos, and presentations. Some additional learning materials for the benchmark criteria will be available through the LMS, however, you will need to do most of your research.
Sample Solution
The Australian Government's "Slip, Slop, Slap, Seek, Slide" campaign is a well-known example of a social marketing program that effectively applied the audience research and segmentation criterion of the UK National Benchmark Criteria. This campaign aimed to reduce the incidence of skin cancer by encouraging Australians to adopt sun-protective behaviorsFull Answer Section
How the Criterion Was Applied:- Comprehensive Audience Research: The campaign conducted extensive research to understand the target audience, including demographics, sociocultural factors, and behaviors related to sun exposure. This research helped identify specific segments of the population, such as young people, outdoor workers, and beachgoers, who were at high risk of skin cancer.
- Targeted Messaging: The campaign developed tailored messages and strategies for each target segment. For example, messages for young people emphasized the risks of sunburns and premature aging, while messages for outdoor workers focused on protecting against skin cancer and heat-related illnesses.
- Segmentation: The campaign segmented the target audience into distinct groups based on their risk factors, attitudes, and behaviors. This allowed for more effective allocation of resources and targeted messaging.
Theoretical and Practical Issues
While the audience research and segmentation criterion is essential for effective social marketing, there are some theoretical and practical issues associated with its use:
- Defining the Target Audience: Identifying the most appropriate target audience can be challenging, especially when dealing with complex social issues.
- Segmentation Challenges: Segmenting the target audience into meaningful groups can be difficult, particularly when there are multiple factors to consider.
- Data Limitations: Access to high-quality data on target audiences may be limited, making it difficult to conduct effective research and segmentation.
- Ethical Considerations: Collecting and using personal data raises ethical concerns, and it is important to ensure that data is collected and used responsibly.
The audience research and segmentation criterion is a crucial component of successful social marketing campaigns. By carefully understanding the target audience and tailoring messages accordingly, organizations can increase the effectiveness of their interventions and achieve desired behavioral outcomes. However, it is important to address the theoretical and practical challenges associated with this criterion to ensure that campaigns are well-designed and implemented