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Social Marketing – a Tool for Generating Social Changes in the Community

When I started many years ago my professional career, it was focused mainly on the communication policy of Marketing. I spend 10 years in the Bulgarian offices of some of the biggest worldwide communication agencies. And my passion werе the social marketing campaigns.

This was the reason why I wrote the publication, “Social Marketing – Tool for Generating Social Changes in the Community or a Brand That Needs Better Marketing”. This material of mine was included in the book Marketing and Strategic Planning: Theory, Practice, Education”, presented on the International conference “Marketing and Strategic Planning” in year 2004 in Bulgaria.

This is the reason why I love so much the leaded by me as Account Director social campaign of UNICEF in Bulgaria “The Silence Today Bears the Cries of Tomorrow”.

This campaign won Golden EFFIE Award 2010 for the most effective communication campaign in Bulgaria in the category “Social, media, political campaign”. And I was very proud with it.

So the social campaigns always have me on their side as a tool for generating positive changes in the community through education and raising awareness.

Today I’ll present you a selection of social campaigns, which make sense with their creative approach and their mission.

Here we go!


1.

Subject: Human rights

We live in a complicated world. People love, but at the same time they hate.

They look for the right person and then realize, that this is the wrong one.

They want family, but when it happens they don’t know the right way to have it, to love it, to support it.

The communication campaign below is developed by the advertising school “Brother” for the human rights organization “Amnesty” International and raises awareness for the domestic abuse.

Strong “white” messages on the “black” picture of the reality. Touching campaign!

Kameliya Kamenova Камелия Каменова маркетинг marketing
Kameliya Kamenova Камелия Каменова маркетинг marketing
Kameliya Kamenova Камелия Каменова маркетинг marketing

2.

Subject: Fake news

Remarkable campaign, developed by CJFE with strong key visuals and slogan.

We live in times of fake news, constant limitation of the access to information and growing censorship. All this makes the campaign very actual.

Main message: “Information is ammunition. Defend press freedom.”

Kameliya Kamenova Камелия Каменова маркетинг marketing
Kameliya Kamenova Камелия Каменова маркетинг marketing
Kameliya Kamenova Камелия Каменова маркетинг marketing

3.

Subject: Smoking really kills

Everyone knows, that:

  • smoking can cause lung cancer – cigarette smoking is the number one risk factor for lung cancer and it’s responsible for 87% of lung cancer deaths;
  • smoking can cause heart disease;
  • smoking can cause stroke, because it affects your arteries;
  • smoking can cause asthma.

Everyone knows, but obviously knowing is not enough. And here comes the reminding!

The social campaigns are one of the good reminders about this problem. They are dedicated to inform people how big this issue is in fact, so that to:

  • realize it
  • remember the bad effects of smoking
  • stop smoking – yes, once you start smoking, it’s hard to stop, but it’s not impossible.

Below are some good examples of such social campaigns – the common things between them are as follows:

  • they use the “KISS” approach (K.I.S.S.=Keep It Simple, Stupid!);
  • their visuals are simple, but clever;
  • they are mainly with “dark” background, but with “bright” message, that remains on your mind once you read it;
  • the messages are short, but straight to the point.

Here they are – see them, feel them, realize them!

Kameliya Kamenova Камелия Каменова маркетинг marketing
Kameliya Kamenova Камелия Каменова маркетинг marketing
Kameliya Kamenova Камелия Каменова маркетинг marketing

4.

Subject: Let the animals on our planet live!

The following visuals don’t need to explain their meaning.

They are so strong as an expression and copy, that I’m just speechless.

They are the proof, that the social ad campaigns have meaning, because they make us face the problem, realize it and really think about it.

Below are visuals of social campaigns, which raise awareness about one important environmental issue – to LET the animals on our planet LIVE.

Here are the visuals! I could not say this time “Enjoy it!”.

I’ll say “Think about it, do something positive about it and spread the message!”

Kameliya Kamenova Камелия Каменова маркетинг marketing
Kameliya Kamenova Камелия Каменова маркетинг marketing
Kameliya Kamenova Камелия Каменова маркетинг marketing
Kameliya Kamenova Камелия Каменова маркетинг marketing
Kameliya Kamenova Камелия Каменова маркетинг marketing
Kameliya Kamenova Камелия Каменова маркетинг marketing
Kameliya Kamenova Камелия Каменова маркетинг marketing
Kameliya Kamenova Камелия Каменова маркетинг marketing

Thank you for sharing this virtual place with me!

Be inspired and inspire!

x KK

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