Its Okay Campaign
MKT 309 Social Marketing and sustainability
Assignment: Report on a social marketing campaign
Title: It’s not ok.
Name: Kiki Miu
ID: 42220114
Tut: Monday 1pm
Tutor: Marion
Introduction In this report, the New Zealand campaign ‘it’s not ok’ was chosen as a social marketing campaign. In the first part, the first 6 of 16 tips for success are going to be analyzed. It included the successful of the campaign, target audience, proposed change behaviour, barriers to change, remove barriers and benefit bring from the campaign. In the second part, social norms theory and the planned behaviour theory are chosen in 8 of the behaviour change models which appropriate to this campaign. Background ‘It’s not ok’, a series of campaign from New Zealand, its aim is to encourage New Zealanders to get involved into family prevention violence work and to change the attitude and behavior that tolerant any family violence. This campaign was launched in 2007 and it is still an on-going campaign. Their vision is to stop violence together with shared words and actions. There were some past campaign with similar actions and missions but their achievements were not obvious. To ensure the success of the campaign, the New Zealand government used a social marketing framework. Audience-driven approach is used to change behavior. Second, rather than just targeting individuals, they creates environment to support desired behavior. At the same time, they had a good research and on-going evaluation. Different campaign tools were set up in this social campaign. For example, the TV advertisements were at a national level and it is supported by the whole society such as the Navy and the National Defense (Appendix A & B). Because of the above strategies and actions, the ‘it’s not ok’ campaign was very successful. It increased 95% awareness of family violence. Two-third of the population was now more concern about family violence and one-third of them were taking
Assignment: Report on a social marketing campaign
Title: It’s not ok.
Name: Kiki Miu
ID: 42220114
Tut: Monday 1pm
Tutor: Marion
Introduction In this report, the New Zealand campaign ‘it’s not ok’ was chosen as a social marketing campaign. In the first part, the first 6 of 16 tips for success are going to be analyzed. It included the successful of the campaign, target audience, proposed change behaviour, barriers to change, remove barriers and benefit bring from the campaign. In the second part, social norms theory and the planned behaviour theory are chosen in 8 of the behaviour change models which appropriate to this campaign. Background ‘It’s not ok’, a series of campaign from New Zealand, its aim is to encourage New Zealanders to get involved into family prevention violence work and to change the attitude and behavior that tolerant any family violence. This campaign was launched in 2007 and it is still an on-going campaign. Their vision is to stop violence together with shared words and actions. There were some past campaign with similar actions and missions but their achievements were not obvious. To ensure the success of the campaign, the New Zealand government used a social marketing framework. Audience-driven approach is used to change behavior. Second, rather than just targeting individuals, they creates environment to support desired behavior. At the same time, they had a good research and on-going evaluation. Different campaign tools were set up in this social campaign. For example, the TV advertisements were at a national level and it is supported by the whole society such as the Navy and the National Defense (Appendix A & B). Because of the above strategies and actions, the ‘it’s not ok’ campaign was very successful. It increased 95% awareness of family violence. Two-third of the population was now more concern about family violence and one-third of them were taking