Media Campaign Strategies

Strategies For You

Virtually everyone is familiar with traditional marketing campaigns employed by companies and large corporations. Many of these campaigns turn everyday people into customers who buy the company’s products or services. The idea behind social marketing is that the same marketing principles may be employed to successfully convince everyday people to adopt new ideas, attitudes or behaviours.

Four major components of social marketing for the benefit of animals include:

- Choosing a specific behaviour that is responsible for animal welfare problems.

- Clearly identifying and understanding your target audience and which of their behaviours you are interested in changing.

- Understanding what costs and barriers exist for your target audience in changing their behaviour, and determining how you can create benefits that offset these costs and barriers.

- Measuring the success of your campaign, and modifying it so that you keep the elements that are working and discard the ones that are not.

The concept of social marketing holds great potential for reducing negative behaviours which contribute to animal suffering.

Has your organisation had success using a social marketing strategy? If so, we would love to hear about it, and might even highlight your strategy on this website.