Nuriyatul Lailiyah

 The used of marketing principles and techniques to influence a target audience to voluntary accept, reject, modify, or abandon a behavior for the benefit of individuals, groups, and society as a whole

 Most often social marketing isu used to influence an audience to change their behavior for the sake of improving health, preventing injuries, protecting the environment, or contributing to the community.

 Accept a new behavior  Reject potential behavior  Modify a current behavior  Abandon an old behavior

 Behavioral change is voluntary  Social marketers cannot promise a direct benefit or immediate payback in return for a proposed behavior change.  Apply a customer orientation to understand what target audiences currently know, believe, and do.

 The process begin with marketing research to understand market segment and each segment’s potential needs, wants, beliefs, problems, concerns, and behaviors.  Marketers then select target market they can best affect and satisfy.  Establish clear objectives and goals.  Use 4 major toolbox in the marketer’s toolbbox: 4P:product, price,place, promotion. (marketing mix)

 Divide the market into similar groups (market segment),  measure the relative potential of each segment to meet organizational and marketing objectives  choose one or more segments.

 Commercial marketing : sell goods and services  Social marketing: sell behavioral change  Commercial: primary aim is financial gain.  Social: individual or society gain Competitors  Commercial: often identified as other organization offering similar goods or services that satisfy similar needs.  Social: competition is most often the current or preferred behavior of the target market and the perceived benefits associated with that behavior.

 Give up an addictive behavior  Change a comfortable lifestyle  Resist peer pressure  Go out of their way  Be uncomfortable (take VCT test)  Establish new habits (excercise 5 days a week)  Spend more money

 Be embarrassed  Hear bad news (have your cholesterol tested)  Risk relationship (take keys from a drunk driver)  Give up leisure time (volunteer)  Reduce pleasure (shorter showers)  Give up looking good  Spend more time

 Customer orientation  Exchange theory is fundamental  Marketing research is used  Audiences are segmented  Marketing mix is applied  Result are measured and use for improvement

 Issues related to increasing quality of people’s life. According to the locus:  Global Issues  National Issues  Local Issues

Jenis kekerasan Jumlah Kekerasan terhadap Istri Kekerasan terhadap perempuan anak Kekerasan terhadap pekerja rumah tangga Sumber: Komnas Perempuan (dalam Hasyim dkk, 2:2009)

Jenis kekerasanJumlah kasus(%) Perkosaan Kekerasan Dalam Rumah Tangga Kekerasan Dalam Pacaran69616 Prostitusi perempuan48211 Buruh migran3197 Perdagangan perempuan1403 Pelecehan seksual1373 Total Sumber: LRC-KJHAM, 2009

Jenis kekerasanJumlah korban(%) Prostitusi perempuan Perkosaan Kekerasan Dalam Rumah Tangga Buruh migran Kekerasan Dalam Pacaran7145 Perdagangan perempuan2532 Pelecehan seksual2422 Total meninggal 100 Sumber: LRC-KJHAM, 2009

Jenis kekerasanKasuskorbanpelakuKeterangan Perkosaan meninggal KDRT meninggal KDP meninggal Prostitusi71434 Aparat, masyarakat Buruh migran meninggal Perdagangan perempuan Pelecehan seksual Total Sumber: LRC-KJHAM, 2009

 Tobacco use  1200 people die by tobacco (Thanks for smoking)  Most of smokers in Indonesia are poor. (LP2K Semarang)  Fruit and vegetables intake  only few Indonesian consume enough fruit and vegetables everyday  Osteoporosis  3 from 10 people in Indonesia potential in having osteoporosis