Abstract/Description
Marketing has become the key factor in deciding the success and failure of not only the enterprises but also social causes. The impact of such marketing tactic is eventually determined in the behavior of the target group. This paper is designed to discuss the development of public awareness programs to mitigate risks regarding floods and other natural hazards. Such mitigation can be done by two ways i.e. Structural and Non-structural. Undertaking a good plan covers the steps one should take before, during or after a hazard that will not only minimize risks but also lessen the injuries and Protect people‟s health and lives. Social marketing campaigns are therefore deliberately planned to change the target audience behavior towards particular matter. Public awareness programs and their implementation on local level are the core techniques for disaster risk mitigation strategies. Literature proposes that people do not take on ways to change their behaviors and keep continue their stereotypes rather than changing. A model of behavior change by Prochaskau and DiClemente(1986) suggests that people move through five stages starting from ignorance to getting committed to the behavior change. It enlightens the stages that at which identifying will be vital for individuals to move to the next stage for the behavior change. Pre-contemplation: People do not consider changing or quitting their addicted behavior. Contemplation: People start thinking about the desired behaviors. Preparation: People adapting the desired behavior and carrying out changes. Action: People start moving forward and bring out the real change in their addicted behaviors. Maintenance: People make challenge and are thus loyal to their behaviors. The paper is proposing an objective to build disaster preparedness, services through immature and volunteer groups in the target communities to reduce their vulnerabilities to disasters and natural calamities beyond their limits to combat them. This model shall introduce train and equip volunteer groups (comprised of local activists) in all targeted areas for raising awareness of their respective communities in the basic disaster risk management techniques, so that it may lessen the possibilities of injuries and casualties. The author is running a successful Event Management & Public Relations company in Pakistan and has successfully designed and executed social marketing campaigns during earthquake in 2005 and massive flood in the year 2010. Those catastrophes are considered bigger than the combined damage of Tsunami and Haiti. The paper will also reveal the action plan used to help the team of volunteers to rebuild Pakistan.
Location
Seminar Room, S3 Ground Floor, CED Bldg
Session Theme
Session 4: Parallel Sessions
Session Type
Event
Session Chair
Dr. Huma Baqai
Start Date
4-5-2014 9:00 AM
End Date
4-5-2014 11:00 AM
Recommended Citation
Kiyani, S. A. (2014). Parallel Sessions (Marketing Paradigm): A social marketing framework for the development of public awareness programs - Pakistan’s perspective. International Conference on Marketing. Retrieved from https://ir.iba.edu.pk/icm/2014/day2/1
Included in
Parallel Sessions (Marketing Paradigm): A social marketing framework for the development of public awareness programs - Pakistan’s perspective
Seminar Room, S3 Ground Floor, CED Bldg
Marketing has become the key factor in deciding the success and failure of not only the enterprises but also social causes. The impact of such marketing tactic is eventually determined in the behavior of the target group. This paper is designed to discuss the development of public awareness programs to mitigate risks regarding floods and other natural hazards. Such mitigation can be done by two ways i.e. Structural and Non-structural. Undertaking a good plan covers the steps one should take before, during or after a hazard that will not only minimize risks but also lessen the injuries and Protect people‟s health and lives. Social marketing campaigns are therefore deliberately planned to change the target audience behavior towards particular matter. Public awareness programs and their implementation on local level are the core techniques for disaster risk mitigation strategies. Literature proposes that people do not take on ways to change their behaviors and keep continue their stereotypes rather than changing. A model of behavior change by Prochaskau and DiClemente(1986) suggests that people move through five stages starting from ignorance to getting committed to the behavior change. It enlightens the stages that at which identifying will be vital for individuals to move to the next stage for the behavior change. Pre-contemplation: People do not consider changing or quitting their addicted behavior. Contemplation: People start thinking about the desired behaviors. Preparation: People adapting the desired behavior and carrying out changes. Action: People start moving forward and bring out the real change in their addicted behaviors. Maintenance: People make challenge and are thus loyal to their behaviors. The paper is proposing an objective to build disaster preparedness, services through immature and volunteer groups in the target communities to reduce their vulnerabilities to disasters and natural calamities beyond their limits to combat them. This model shall introduce train and equip volunteer groups (comprised of local activists) in all targeted areas for raising awareness of their respective communities in the basic disaster risk management techniques, so that it may lessen the possibilities of injuries and casualties. The author is running a successful Event Management & Public Relations company in Pakistan and has successfully designed and executed social marketing campaigns during earthquake in 2005 and massive flood in the year 2010. Those catastrophes are considered bigger than the combined damage of Tsunami and Haiti. The paper will also reveal the action plan used to help the team of volunteers to rebuild Pakistan.
