You are to develop a Social Change Strategy for your chosen initiative.
In developing your strategy, you will leverage knowledge harnessed from the Scoping Report, as well as additional insight you need to gather to refine your Strategy. You are required to develop a social change strategy that has relevance for the chosen target audience and is engaging so that it has the opportunity to influence the target audience’s behaviour towards the advocated socially ‘positive’ behaviour. The strategy is designed to implement a 3-month pilot trial of your initiative.
Remember that behavioural change is at the heart of social marketing. You are influencing consumption behaviour. Do not develop a government information/awareness, social media and/or a communication only initiative – as you are required to demonstrate behavioural change not only awareness. An assignment that directs majority focus to developing information only, or a social media only and/or a communication only strategy will fail this assignment!
Remember, when designing your social change strategy DO NOT only focus on communications, as communications alone is not social marketing (also refer to Lee & Kotler strategy wheel). Commence thinking about your strategy content relating to positioning, product, and price. Remember, your positioning strategy must align with your Social Change Focus.
Solution
Social Issue Overview
Problem Overview
Teenage pregnancy in Australia has emerged as a social issue, as 13- and 19-years old girls are getting pregnant. In the last decade, the teenage birth rate has been declined. However, the issue exists in the Australian society due to many factors. For preventing some adverse social outcome, the social change is essential to build the healthy and prosper society.
Purpose & Focus
The purpose of the social change is to reduce unplanned or unwanted teenage pregnancy among teenagers aged 15-19 years in Australia (Brown, 2016).
Target Audience
Along with the specific age group of teens, moral values, social ethics, and living standard are some critical factors, which are triggered by this social issue. Thus, when making the social change strategy, it is imperative to incorporate with these factors. Being a marketer of the company, I would like to target teens in this region. The company is looking to produce a social product, and teenage girls are the main target for the company, as far as the change in the social behavior is concerned (Fletcher, 2007).
SMART Objectives
- In 2018, the objective of the company is to reduce teenage pregnancy by 40% through the intended social product.
- In 2019, the company is expecting 90% safe sex, which can reduce unplanned pregnancy
- In these two years, the company’s objective is to change the social behavior of the people.
Strategy Development and Implementation
To justify the social change regarding this particular issue, the integration with the social cognition theory seems pertinent, as People have to change their behavior by replicating the behavior of others. When an individual observes the model behavior, he intends to use the information to guide the subsequent behaviors. Urgency, coalition, vision, communication, empowerment, quick wins, change building, and making it stick are several steps in the change model. Social cognition theory is necessary, as change can be observed through behaviors (Diaz & Fiel, 2016).
Defining the Market Position
Positioning Strategy
The positioning strategy of the company is to assist people to control the teenage pregnancy through a social focus. To position better in the mind of customers, there is a need to streamline the awareness regarding the unplanned pregnancy. The marketing position can be defined regarding the unplanned pregnancy in Australia. For Instance, it has been revealed that more than half of pregnancies in Australia are unplanned, and it is due to lack of awareness. Well, the social focus is to make people safe of prevent from the unplanned pregnancy. Instead of focusing on the sex relations, the most important thing is to position better through this social focus. The social focus is to streamline the responsibility in a relationship, and teenagers are the main targets in this regard.
Value exchange offer
The value change offer of the company, which is also depicted in the positioning strategy, is to reduce the negative behavior. When teenagers contain the sexual behavior and do not aim to contain the safe sex, it seems the negative behavior. Despite having safe sex options, people use to ignore it. The value exchange offer is creating the awareness and makes teenagers responsible in a relationship. The value exchange aims the positive behavior regarding the sex, as it empowers teenagers to reconsider different aspects of sexual relations. Doing sex safe, classy, and in a better way is the main aim.
Positioning Statement
“We want Australian Teenagers to view Active X condom as the source of safe sex amongst all other options because it can help to reduce the premature pregnancy.”
This positioning statement integrates with the purpose of the social change. Well, the intention is to come up with the differentiated product that can enhance the visibility of several benefits regarding teenage pregnancy. These benefits are
- Streamlining educational and career opportunities
- Preventing diseases caused by sex
- Increase the income level and living standard
- Eliminating the nasty influence of women life
- Getting away from being a single parent a
- Avoiding addictions and desperations
Customers in the target market (Australia) are looking to take these benefits. However, the differentiated social change should generally be accepted by the target audience (Andersen & Taylor, 2007 ).
Partnerships Strategy
The main partnership strategy regarding the social change in the Australian market is the integration with “Can Teen”. It is a non-profit organization, which deals with young people suffering from cancer, and provides the primary care. It can be the key strategic partner, and business can be diversified to meet this society goal. It is the only strategic partner of the company. The emergence of top-quality consultants and professionals can help to give a boost to this initiative of the company. “Can Teen” has perceived the teenage pregnancy quite differently. This strategic partner usually streamlines the relations among teenagers. The sexual activity seems open and encouraged. The mission of this partner is to support the teenage pregnancy to create a strong bonding between mother and child. For Instance, this partner believes in the mutual growth of both parents and children. Supporting the parenthood has been justified by thus partner due to possible maturity and responsibility among teenagers. It provides necessary health facilitation at the community level, which is a great protection.
Product Strategy
The social product is ‘Active X Condoms”. It is a brand-new social product along with several features. The snugger, standard, large, and extra-large are several sizes of Active X condom. The purpose of this product is to change behavior and attitude of people. Regarding different sex practices, the Active X condom is to be used to make a shift in the social behavior. Interestingly, this product has been designed for teenagers. This social product is relevant to the behavior of people, as they do not seem active in the relationship. Thus, active x is to be made and streamlined to make teenagers active to prevent them from an unplanned pregnancy. The main feature of this product is its high quality. It is professionally tested product, which justifies the safe sex at the end. These are flavored condoms, which are designed for varied sizes. These can be easily kept in wallets.
The augmented elements of this social product are the prevention from the sexual transmitted diseases. Normally, the sexual transmitted disease does not contain any symptom. Thus, prevention from different diseases, causes by sexual activities, is possible. Regarding features, people can add this condom to the birth control line to enhance the extra pregnancy protection. It does not cause the latex allergies or sensitivities. Also, this condom contains polyurethane, polyisoprene, and nitrile, and all these plastic elements are latex free. The packaging design of this condom is attracted. 7 condoms are packed in the box along with the fixed logo on it.
Why I design it?
I have designed this social product is to prevent teenage pregnancy and some horrible effects. The purpose of this product is to change behaviors of teenage girls and boys. In Australia, getting away from oral, anal, or vaginal sex is a good approach that can make some results quite predictable. It is a fact that there are several benefits of Active X condom (Sanghavi, 2012). The Active X name and logo is due to people’s behavior, which attracts youth. When conveying the message to the target audience, describing this symbolism is effective.
The core element of this product is quality, feature, brand name, and packaging. It is flexible and made of high-quality rubber material. It protects teenagers from unplanned pregnancy. The packaging process is also very attractive, as protection of unplanned pregnancy is promised. Active X is a brand name, which actually a symbol of unplanned pregnancy and it compels people to buy it.
I have designed this logo for the brand in this particular way because it looks straight and active, which justifies the themes and purpose. X is a symbol of the sexual relationship in the society, and “active “shows the behavior of people to stop the unplanned pregnancy or teenage pregnancy (Pittman, 2013). It is the airtight packed product, which is available in assorted flavors or fragrances as well.
Getting away from sex is not an awareness program. Partners must wait for the time and intercourse when they agree or ready for this relationship. However, the safe sex is the main priority as far as this Active X condom is concerned. It is great prevention from the unplanned pregnancy. (Barr, Simons, Simons, Gibbons, & Gerrard, 2013).
There is some core augmented elements of this social product. For Instance, people must make a habit to use Active X condoms for effective the sexual relationship. (Battersby, 2015).
Another core element is directing people focus on sex precautions. Instead of creating awareness regarding the teenage pregnancy, Active X condoms can promote other social norms, ethics, and many other deeds to make the difference (Berg & Nelson, 2016).
Another important core element of this social product is the alignment with social and religious values. Active X condom is not a product for prevention only, as it provides options to choose a right path. In other words, it is a remarkable social initiative, which can become a key source to encounter the unplanned pregnancy (Brown, 2016).
Aligning this social product with the social cognition theory, For Instance, the change occurs due to observing different things in the society. Similarly, as far as the teenage pregnancy and social change strategy are concerned, there is a rise in the issue. Youth or target group has to make the difference between right and wrong, and having safe sex through the condom is a perfect choice. (Catie, 2017).
Pricing Strategy
For implementing this social product, the most appropriate social price strategy is the penetration pricing strategy. The penetration pricing strategy is a pricing trait of the company. The company wants to keep the prices of products low to enhance the customer attraction and boost the sales in the competitive market. The purpose of this pricing strategy is to make customers switch to the new brand due to low price. The intention is to keep the social price in the Australian market quite low. Instead of creating a balance between costs and benefits, it seems compulsory to increase the visibility of benefits than cost. For Instance, regarding the incentive strategy, the management can increase the motivational level regarding adopting Active X condoms. If Australian teenagers are getting behavioral benefits at a low cost, they will be motivated to sustain their behavior. Thus, the pricing strategy can play a vital role in eliminating these social issues and rationale this social product. As mentioned, the intended social behavior is to get away from unplanned pregnancy. People in Australia, especially teenage girls and boys can change the social behavior through the penetration pricing. When channelizing the Active X condoms in Australia, streamlining some monetary incentives, non-monetary, monetary disincentives, and non-monetary disincentives is a good approach. For Instance, the social pricing links with the low monetary cost. Teenagers will be spending less on abortions and other medical complications due to use of Active X condoms
It is the monetary incentive. On the other hand, the non-monetary aspect is the social change, which is a powerful source of unplanned or teenage pregnancy. Relate to the monetary disincentives; the Australian society may contain fewer health issues, which is a big hurdle regarding revenues and profitability of healthcare organizations (Eloundou-Enyegue, 2004). The monetary components of this pricing strategy are high profitability, revenues and cash flow due to the rapid boost in the sales process. The non monetary component if these pricing strategies are customer behavior, attraction and the engagement with the brand. Interestingly, these components will help to motivate good behavior (Safe Sex). For Instance, it is available at low prices. The attraction and engagement in the low cost will lead towards the good behavior, and it seems beneficial for customers.
The consumer behavior comes into the life as a prominent concept, which includes need recognition, information research, and evaluation of alternatives, purchase decision, and post purchase behavior. The penetration pricing strategy is a good source to shape the consumer behavior. After recognizing and evaluation this social product in context of price and quality, teenagers can make decision.
The non-monetary disincentive in the Australian society due to this social pricing can be impaired relationship between teenager groups. However, the impact of this non-monetary disincentive is quite less than the unplanned pregnancy. Through the social change strategy or social product, the intention is to accelerate or maximize the good behavior. The targeting can be enhanced through offering Active X products at low prices for youth. Due to low- or average-income level, a low-cost Active X condom is an easy and adaptable option for people. Through low prices of this product, social behavior or benefit can be maximized.
For the monetary components of pricing strategy, the lowest cost of the product as Active X condom will be available only $0.20/per condom for teenagers and young people which is the lowest price of condom in Australia.
For non-monetary components of Active X condom are high quality condom, easy availability, prevention from HIV and other sexually transmitted diseases, encouraging sexual partner to praise for using Active X, and Reduction in embarrassment to use condom through influence of positive social norms.
According to Exchange theory, the benefits of social change through Active X condom are more than its cost like prevention form sex diseases, avoidance from addiction, relief from desperation, free from the tension of being a single parent, health benefit to boys and girls and so on.
Place Strategy
For making the social change through the social product, it is necessary to identify some key areas to target people. The “Can Teen” is a key strategic partner to help the company channelize the product in the society. For Instance, as mentioned, the strategic partner is “Can Teen”, which can help to meet the social products targets. In short, the “Can Teen” can hire to streamlines the product along with some key social benefits and incentives. To encounter this significant issue in Australia, making the winning placement strategy is the suitable idea (Lachance, Burrus, & Scott, 2012). The attraction is a key factor in the social product placement. In major cities such as Melbourne, Sydney, Perth and Adelaide, educational institutes, public places, hostels, bars and many other places are the soft target for this product. For Instance, in schools and universities, the “Can Teen” can make regulations and depict the logo of Active X condoms to prevent the unplanned pregnancy. These are some destinations, which can make the expected or desired behavior a reality. Social media channels are also the good platform for the administration to place this social product. People can demonstrate the desired behavior or social change o these media channels. It seems a great chance to grab the immense range of customers (Teenagers 15 to 18). Through several departments of “Can Teen” such as healthcare, public awareness, and many others, the placement can be done in all those areas, which are untouched. The product is more convenient and accessible to adopt in educational institutions, bars, brothels, hotels and many other public and private place. Placing the logo of Active X condoms in bars, social dating sites, and private meeting places is the main priority of local community. It can help in rationalizing the product (Novella & Ripani, 2016). Another placement strategy has become a vital option. Interacting with teenagers at different public places is workable. Giving some Active X condom gifts to people is an effective approach to create the awareness (Scott, 2017).
Now, integrating with the first step of the change, Australian society needs well directed and reshaped placement of Active X condoms through creating the urgency. Due to some “Can Teen” interventions, the availability of Active X condom in every store can create the change urgency. Targeting is to be started from the 13 years old girls to change the behavior. Accordingly, the 15-year-old girl is to be targeted or treated quite differently. The activists may keep some demographics interest in minds in the Australian society and place the product. It does not require the awareness program, as it is the direction for people to change the social behavior as whole in Australia. The social cognition theory depicts the evolvement with the time, and interestingly, people can get the knowledge quickly. Definitely, due to the assertive approach of Australian people, this particular strategy is going to work well (Ralston, Lerner, Mullis, Simerly, & Murray, 2012).
Promotion Strategy
The target audience is 15-19 years old teenagers in Australia. The company will elaborate different strategies, benefits, and ways to accept this new social product. Interestingly, the social cognition theory is lining up with this promotion on radio, as the shift in the national or social mentality depends on the knowledge or information through observing others. The issue is emerging, and the national and social mentality is to be changed through these promotions. Teenage targeting contains several aspects. For Instance, from 15 to 16 years old teenagers, targeting can be done through learning and awareness. From 17 to 19 years old teenagers, targeting becomes easy, as the social product is the best option for these people to prevent the teen age pregnancy.
Brand Logo
On both Facebook and Snap chat, the purpose of the promotion is to attract the customers to grant attention and direct them to change or shape the behavior. Depending on several demographics, the modernity of the society or individual (teenagers) is to be demonstrated on these social media channels. When the society modernizes, several attitudes towards becomes negative. Consequently, in the third month, when interacting with the target audience, the intention is to support the change and get the Active X condom generally accepted effectively.
These are some key social change theory insights, which aligned with three months promotional plan on both traditional and social media channels in Australia (Kermond, 2015).
Evaluation and Monitoring Strategy
| Outcome Evaluation strategy | |||||
| Social change Measure | Metric | Data collection process | How it will be measured | ||
| Social change objectives | Strategic Performance
customer awareness The shift in social norms and values |
The data collection process seems unique to derive some key insights. The data can be collected through social departments, communities, educational institutions, and towns. | People are quite aware of the safe sex and know the importance of Active X condom, and it seems the best measure | ||
| brand recall and recognition | Acceptance
Healthy activities Alternative things |
The data can be collected from conducting different surveys in schools, park’s theme parks, and many other public places. People can easily be targeted to obtain some changes or facts to measure accordingly | People are practicing the safe sex and make the preference of Active X condom when intending sex. | ||
| Communication strategy | Streamlining media channels
Storytelling
|
The data can be obtained through the navigation of different online media channels as far as the existence of people, and the product is concerned | People traffic on online media is quite visible, as customers are supporting this act. | ||
| behavioral actions | Using condoms
Safe Sex |
Society events, organizations and enrolment offices in Australia are soft targets to obtain the data. The data collection approach is qualitative. | Women seem assertive, aggressive and want to be the great contributor to the society, and it seems the great measure | ||
| Cognitive awareness and knowledge. | Observing prevention
Making safe decisions |
Healthcare department is a key source, as several diseases can observe due to unplanned pregnancy | In the relationship, people are quite satisfied due to no fear, as it seems the best measure. | ||
| Impact Evaluation Strategy | |||||
| Social measure | Metric | How will it be measured | |||
| Maximized condom production | Shift in sales | Monthly or quarterly, the sales of the Active X condoms can be evaluated, as it can help to make some future predictions | |||
| Reduced number of unplanned pregnancies | Hospitalization data | The number of premature pregnant women is diminished, and due to the consistency of this social benefit, it is to be sustained in the future as well. | |||
| Reduction in single parent | Social observations | Australian Institute of family studies can help to derive family tree. If the single parent populations reduced, the social change is successful. | |||
Conclusion
In the end, it is to conclude that the management is expecting the big shift in the social behavior through successful execution and evaluation of the social product. Teenage pregnancy is a big issue, and with the passage of the time, it is to be encountered. The time for the social change matters, and therefore, and each aspect of the process has triggered by social cognition theory and several change steps. It is the comprehensive marketing process, and definitely, it is workable in the Australian market. Overall, the possible measure is to observe the change in the current market. The social change is a powerful source for the big shift and evolvement.
References
Aggleton, P., & Parker, R. (2010). Routledge Handbook of Sexuality, Health, and Rights. Routledge.
Andersen, M. L., & Taylor, H. F. (2007). Sociology: Understanding a Diverse Society, Updated. Cengage Learning.
Andy, F., & Cartmel, F. (2006). Young People and Social Change. McGraw-Hill Education.
Barr, A. B., Simons, R. L., Simons, L. G., Gibbons, F. X., & Gerrard, M. (2013). Teen Motherhood and Pregnancy Prototypes: The Role of Social Context in Changing Young African American Mothers’ Risk Images and Contraceptive Expectations. Journal of Youth and Adolescence, 42(12), 1884-97.
Battersby, L. (2015, November 5). Number of our teen mums at record low. Retrieved from https://www.smh.com.au/national/number-of-our-teen-mums-at-record-low-20151103-gkptyy.html
Berg, N., & Nelson, T. D. (2016). Pregnancy and Dropout: Effects of Family, Neighborhood, and High School Characteristics on Girls’ Fertility and Dropout Status. Population Research and Policy Review, 35(6), 757-789.
Brown, A. (2016, November 12). Australia’s teen motherhood pregnancy rate falls to record low. Retrieved from https://www.canberratimes.com.au/national/act/australias-teenpregnancy-rate-falls-to-record-low-20161111-gsnfv8.html
Catie. (2017, August 3). Lessons learnt from a teenage pregnancy. Retrieved from https://www.sbs.com.au/news/insight/article/2017/08/03/lessons-learnt-teenage-pregnancy
Diaz, C. J., & Fiel, J. E. (2016). The Effect(s) of Teen Pregnancy: Reconciling Theory, Methods, and Findings. Demography, 53(1), 85-116.
Eloundou-Enyegue, P. M. (2004). Pregnancy-Related Dropouts and Gender Inequality In Education: A Life-Table Approach and Application to Cameroon. Demography, 41(3), 509-28.
Fletcher, J. M. (2007). Social Multipliers in Sexual Initiation Decisions Among U.S. High School Students. Demography, 44(2), 373-88.
Kermond, C. (2015, October 23). Teenage and pregnant, why we let it happen. Retrieved from https://www.theage.com.au/national/victoria/teenage-and-pregnant-why-we-let-it-happen-20151022-gkfu7v.html
Lachance, C. R., Burrus, B. B., & Scott, A. R. (2012). Building an Evidence Base to Inform Interventions for Pregnant and Parenting Adolescents: A Call for Rigorous Evaluation. American Journal of Public Health, 102(10), 1826-32.
Novella, R., & Ripani, L. (2016). Are you (not) expecting? The unforeseen benefits of job training on teenage pregnancy. IZA Journal of Labor & Development, 5(1), 1-18.
Pittman, G. (2013, October 28). Condoms should be more available to teens, doctors say. Retrieved from https://www.nbcnews.com/healthmain/condoms-should-be-more-available-teens-doctors-say-8C11479236
Ralston, P. A., Lerner, R. M., Mullis, A. K., Simerly, C. B., & Murray, J. P. (2012). Social Change, Public Policy, and Community Collaborations: Training Human Development Professionals For the Twenty-First Century. Springer Science & Business Media.
Sanghavi, D. (2012, July 31). Why Have Teen Pregnancy Rates Dropped? Retrieved from http://www.slate.com/articles/health_and_science/medical_examiner/2012/07/preventing_unwanted_
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Scott, K. (2017, May 24). Teen mums missing out on celebratory side of motherhood due to societal stigma. Retrieved from http://www.abc.net.au/news/2017-05-24/teen-mums-missing-out-on-celebratory-side-of-motherhood/8533572
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