please do 15 pages only my chosen topic is teenage pregnancy

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W4_A2_Maclure_WeekFourProject.docx

Running head: SOCIAL MARKETING CAMPAIGNS 1

SOCIAL MARKETING CAMPAIGNS 7

Barbara Maclure

South University Online

Week Three Project

Teen pregnancy is an issue of concerns in the entire world. Many youths are exposed to early unintended pregnancy due to lack of adequate knowledge regarding the means of preventing early pregnancy. These youths are also exposed to sexually transmitted infections such as HIV among other diseases. Unpremeditated pregnancies are consisting of aspects related to unintended and mistimed births as well as pregnancies which are ending with abortion. According to the report by Guttmacher Institute, approximately 49 percent of pregnancies in U.S. n 2001 were unplanned. About 82 percent of the youths pregnancies were unplanned and most of them ended in abortion (Evans, Gard, & Silber-Ashley, 2013).

Social marketing is involves the process of development and integration of marketing perceptions with other strategies which in turn impacts on the behavior which are beneficial to individuals as well as the communities for a greater social good. Social marketing campaigns are consisting of the particular behavioral change component. It also involves the use of messages to convince people to practice safe sex practices or use of contraceptives of condoms. Social marketing has the ability to help in reducing unintended adolescent pregnancy.

The selected social in this case are Parents Speak Up National Campaign (PSUNC) and the 4parents.gov campaign Website and its related parental and youths guides. Parents Speak Up National Campaign (PSUNC) is a nationwide campaign with an important theme that is focusing on some of the aspects or messages that parents should be sharing with their children during the pre-adolescent and the adolescent. These messages are related to the aspects of delaying the onset of sexual activity. PSUNC is aimed at increasing the behavioral outcome which leads to postponed inception of sexual activity. It is also promoting the message on the importance of parent to child communication as a proximal behavior consequence which results in a postponed onset of sexual activity. This campaign strategy also involves the use of risk communication approaches for example promotion of the individual-efficacy and use of the fear appeals for the purposes of communicating health risks that occurs as a result of early onset of sexual activities and some possible benefits of posting it. Despite the positive roles played by this campaign strategy, there are also some drawbacks it presents. It overlooks social, economic, and environmental factors among different audiences. This campaign fails to consider the reading level of less educated parents (Gard, Cassie, Jones, & Kan, n.d).

The 4parents.gov Website is aimed at offering information to parents concerning the means of talking with pre-teenagers on issues related to sex, accurateness of social norms amongst youths, supposed barricades amongst parents towards having talks with teens, topics related to quality parental-child relationship and the future set objectives, establishment of the rules as well as expectation concerning dating and sex. This website is also teaching on the features of stronger connections, the impacts of teenage sexual activity, and certain exceptional topics related to what can be done in cases a teenager already had sex, and pregnancy. Other information within this site includes contraception, homosexuality, and legal issues. The weakness of this program is that it cannot be afforded by many people especially those who are unable to access the internet or lacking smartphones.

How each of the 4Ps marketing mixes is addressed by each campaign

Parents Speak Up National Campaign (PSUNC) is targeting a delayed onset sexual activity among youths through having early and frequent talks to their pre-adolescent and the adolescent to help in the reduction of early pregnancies. With regard to the prices, this campaign strategy promoted the use of risk communication approaches for example promotion of the individual-efficacy and use of the fear appeals for the purposes talking about some of the health risks associated with early engagement in sexual activities and benefits of postponing such behaviors. With regard to the place, there are PSUNC booklets for parents. The promotion messages in the booklets are related to information on how to communicate with a teenager about sex; the accuracy of the social norms; quality of parental child relationship and the setting of the objectives for the future; and establishment of the rules and expectations.

With regard to the 4parents.gov website, the aspect of a product is that this site is talking with pre-teenagers on issues related to sex, the truthfulness of social norms amongst youths, and the apparent barriers amongst parents towards talking with the teens among others. These are mainly aimed at reducing teenage pregnancies. The price or benefit related to this program is that it improves the parental relationship with teenagers while discussing issues on sexual activity. The information related to the goals of this campaign program can be found from the website 4parent.gov. Some of the promotional information in relation to the reduction in teen pregnancy includes contraception, homosexuality, legal issues, and features of healthy relationships, the impacts of teenage sexual activity, and some special topics related sexual activity among others.

Comparing and contrasting the social marketing campaigns

Social marketing campaign involves the process of integrating and developing marketing concepts with other strategies to help in influencing the behaviors which can be of beneficial to individuals and the community in to ensure that there is existence of social good. Social marketing involves the use of multiple media to reach the targeted audience and bringing about behavioral change. Social marketing might involve the use of social media tools with other strategies like traditional media such as radio, television, and promotional materials. The two campaign strategies i.e. 4parent.gov and the PSUNC are aiming at influencing the change in the behavior to benefits individuals (teenagers) within the society. They both aimed at reducing teen pregnancies. Both are targeting the means of improving parent-child communication about sexual activity.

The difference between the two is the source of media used for the communication of for the passage of the message. PSUNC involves the use of booklets to pass the messages related to the mechanism of communicating with a teenager about sex; the accuracy of the social norms; and parental child relationship quality among others. On the other hand, 4parents.gov involves the use of an online platform through its website to communicate its message.

The objectives of each campaign

Parents Speak Up National Campaign aims at increasing the behavioral outcome to ensure that there is a delay in the onset of sexual activity while 4parents.gov is aimed at offering information to parents concerning the means of talking with pre-teenagers on issues related to sex and accuracy of social norms among youths in addition to other aspects.

Intervention strategies for each campaign

PSUNC increases the behavioral outcome which leads to the process of delaying the onset of sexual engagement; promotes the message on the importance of parent to child communication as a proximal behavioral outcome and use of risk communication (Gard, Cassie, Jones, & Kan, n.d). On the other hand, 4parents.gov is using the approach of providing information related to the effective methods of talking to the teenagers by the parents, accuracy related to social norms among teenagers, some of the barriers preventing effective parent-child communication on issues related to sex; quality relationship creation of the rules and expectations among others.

Conclusion

Social marketing campaigns involving the PSUNC and 4parents.gov are playing a great role in the reduction of teen pregnancies. However, PSUNC is important as compared to the 4parents.gov since the booklets can be accessed by many people (the targeted audience) to learn on some of the important aspects related to the delayed onset of sexual activity among teenagers. Few people can able to access smartphones so that they can view the information in the 4parents.gov.

References

Evans, W. D., Gard, J., & Silber-Ashley, O. (2013). Social Marketing as a Strategy to Reduce Unintended Adolescent. The Open Communication Journal, 1, 1-8. Gard, J., Cassie, W., Jones, S., & Kan, M. (n.d). Organizational Use of a Media Campaign Booklet to Encourage Parent-Child. RTI International, Research Triangle Park, NC.