Reference no: EM133410862
Case Study: Because the campaign is intended to alter the attitudes, beliefs, and knowledge of the target audience rather than concentrating on altering individual behavior, upstream influence is employed in this case. The campaign's objectives are to inform Texas employers about the American Academy of Pediatrics' advice that infants should be nursed exclusively for their first six months of life and persuade them of the financial advantages of establishing mother-friendly policies. The campaign intends to affect a long-lasting shift in the attitudes and practices of the businesses by focusing on the beliefs of the employers.
Questions: Based on this response:
1. Explain how the program could have targeted another level of influence? (A level different from the one identified in my response above.
The Texas Department of State Health Services created a social marketing campaign called the Mother Friendly Worksite Program, which aimed for companies in Texas to implement mother-friendly policies that made it easier for women to breastfeed when returning to work.
The campaign's target audience included medium and large size companies in Texas.
The social marketing campaign aimed to:
• Teach Texas employers that the American Academy of Pediatrics recommends that infants should be fed breastmilk exclusively for the first six months of life
• Have Texas employers to implement mother-friendly policies (i.e. time for breastfeeding, private locations for breastfeeding, storage options for breastmilk)
• Convince Texas employers that mother-friendly policies will reduce health-care costs and save the employer money in the long-term
2. There are threee types of objectives used in social marketing campaigns. What's an example of each type oof objective for the Mother Worksite Program using the information from the scenario.
3. The focus of this social marketing campaign was to implement mother-friendly policies in Texas workplaces. However, the Texas Department of State Heath Services could have decided to select another area of focus. Explain two criteria that practitioners can use when determining the best focus for a social marketing campaign.