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SOCIAL MARKETING S2 2022 Assessment

(b) Strategic social marketing campaign components
Priority Audience Segment
Identify a segment and discuss how the campaign content could be modified
to meet the specific needs of the segment. Elaborate why or how the
suggested modification for customization is important to assure the success of
the campaign.
Desired Behaviors
Audience Insights: Barriers, Desired Benefits
The focus towards the public behavior change. What behavior you intend to
Marketing Intervention Tools to Help Citizen Behavior Change:
o Product Strategies
o Price Strategies
o Place Strategies
o Promotional Strategies
(c) Identify a theory and discuss the elements of the theory that can be used in
the campaign you designed.
(d) By using the partnership analysis, identify TWO (2) possible partners in your
campaign for the segment you proposed. Explain your selection.
(e) Suggest TWO (2) possible ways to fund your designed campaign for the
segment you identified.

Question 1 (60 marks – 1200 words) Outline a Strategic Social Marketing Campaign design (in your preferred country context) for ONE of the goals of United Nations Sustainability Development Agenda (SDG) from the list provided below to influence public behaviour change.

  • Climate Action

(b)  Responsible Consumption and Production

  • Life below Water

(d)  Zero Hunger

The selected goal from the list above is Life below water in the context of Australia.

To answer this question, briefly explain the focus of your intervention and outline the following components of a strategic social marketing campaign and related principles for success.

  • Description for the selected ONE (1) Sustainability Development Goal from the list above (6 marks)

Life below water is the ocean is at the heart of the global processes that keep the Earth liveable for humans. The sea provides and regulates our rainfall, drinking water, weather, climate, coastlines, much of our food, and even the oxygen in the air we breathe. A sustainable future necessitates careful management of this vital global resource. However, due to pollution, coastal waters are currently deteriorating, and ocean acidification is having a negative impact on ecosystems and biodiversity. Small-scale fisheries are also suffering as a result of this. The preservation of our ocean must remain a top concern. The health of people and the environment depends on marine biodiversity. To decrease overfishing, marine pollution, and ocean acidification, marine protected zones must be efficiently maintained and well-resourced, and restrictions must be put in place. Life below water has many targets to achieve for the better, the reason for this goal is so that it targets oceans, seas, and marine resources must be conserved and used responsibly for long-term development. Oceans encompass three-quarters of the Earth’s surface, contain 97% of the planet’s water, and account for 99 percent of the planet’s living space by volume. The livelihoods of almost three

billion people are dependent on marine and coastal biodiversity. The annual market value of marine and coastal resources and industries is projected to be $3 trillion, or roughly 5% of world GDP. Over 200 million people are employed directly or indirectly by marine fishing.

(b)  The focus towards the public behaviour change (6 marks)

Australia has a set of 10 targets to achieve by 2025 to ensure sustainability is maintained and achieved. These include reducing all types of marine pollution, including marine debris and nutrient pollution, by 2025. By 2020, protect at least 10% of coastal and marine areas, in accordance with national and international legislation and based on the best scientific data available. By 2030, increase the economic advantages from the sustainable use of marine resources to Small Island developing States and least developed nations via sustainable fisheries, aquaculture, and tourist management. Australia has a number of targets for life below water, some of which are applicable to Australia and some that are not.

The Australian government is yet to decide if it will meet the goals of the UN’s Sustainable Development Goals SDGs but there is uncertainty over what they could be achieved. Some of these targets have been left hanging out to dry with uncertainty of what to do.

(c)  Strategic social marketing campaign components

  1. Priority Audience Segments (6 marks)

A list of key audience groups that appear to have been left out at times for specific, relevant, desirable behaviours that would enable to aid marine life and allow it to be more sustainable by imposing limitations to protect it, in addition to the general public, is provided below.

  1. The most vulnerable – marine life, immigrants, the homeless, refugees, the elderly, pregnant women, people with diseases, and anyone living on or near the poverty line as they may not know English or know how to help out the marine life to ensure sustainability.
    1. Volunteers – marine professionals, marine biologists, those who deal with marine creatures, and people who clean up the ocean.
    1. Community — people of various religions, people who are doing their part by recycling and properly organising trash so that it does not end up in the ocean,

community-based organizations/non-profits, ordinary people doing good things and exceeding expectations.

  • Families – children of all ages, parents, grandparents, and guardians all contributing to a more sustainable existence by ensuring waste does not end up in the ocean.

ii.  Desired Behaviours (6 marks)

Many of the social marketing principles that looked to be followed in establishing and advocating desirable behaviours were extremely unique, specific, and consistently stated, which was one of the most remarkable social marketing principles. The most heavily emphasised behaviours tend to be those that apply to the general public.

The changes to follow to ensure goals are achieved are by the World Health Organisation and they promote:

Reducing pollution in the sea Reducing the acidity of the oceans

Ecosystems must be protected and restored. Sustainable fishing

Protect coastal and marine environments.

Put an end to the subsidies that contribute to overfishing.

Increasing the economic advantages of long-term marine resource management Correctly recycling and disposing of rubbish at home so they don’t end up in the ocean

Developing a system that allows the ocean to be cleaned out from pollution Organising fundraises to raise money to clean the ocean and protect marine life

iii.  Audience Insights: Barriers, Desired Benefits (12 marks)

Barriers to the life below water are:

Sea levels are rising as a result of global warming, posing a hazard to coastal population areas.

Many agricultural chemicals and fertilisers wind up in coastal waterways, causing oxygen depletion and the death of marine plants and crustaceans.

Sewage and other runoff from factories and industrial plants are discharged into the oceans.

Oil spills damage the oceans, while sewage treatment plants in the United States release twice as much oil per year than ship spills.

Almost a third of the harmful pollutants and nutrients that enter coastal regions and seas come from air pollution.

Poisonous algae, cholera, and a slew of other plants and animals have invaded harbour waters, upsetting the natural equilibrium.

According to the UN Food and Agriculture Organization, 31.4 percent of fish stocks are overfished or exploited to capacity.

Benefits to life below water are:

Marine parks should be established to conserve biodiversity. Reduce the use of harmful fishing methods like trawling.

Reduce the use of military sonar, which has the potential to injure or kill whales and other marine animals.

By embracing conservation initiatives, you may help fishermen preserve their livelihoods.

Measures should be put in place to limit the quantity of fish captured by mistake.

iv. Marketing Intervention Tools to Help Citizen Behaviour Change: (24 marks) o Product Strategies

Tangible goodsServices
HydrocarbonFood, fresh water, fuel, fibre, and
Fields of natural gasother things are provided via
Fishprovisioning services.
Mammals of the seaClimate, water, and disease
Aggregates of sand and gravelmanagement, as well as pollination,
Deposits of placer goldare examples of regulating services.
Nodules of polymetallic metalsSoil formation and nutrient cycling
Stones of great valueare examples of supporting services.
KelpEducational, aesthetic, and cultural
Lobster with spines (crayfish)heritage values, as well as
Crustaceansrecreation and tourism, are
Algaeexamples of cultural services.

o Price Strategies

Monetary incentives and disincentives for desired behavioursNonmonetary incentives
Set-aside programmes for agricultural land Property acquisition financed by the government or facilitated by a grant Wetlands and wetlands reserves Conservation easements and covenants Cost-sharing and management contracts Conservation plans for endangered species Biodiversity cultivation as a tradition Transfers of biodiversity across countries Payments to organic farmers as an incentive Fiscal policy and taxes Fees for users Penalties for non-compliance Damages penalties Liability for the environment Bonds for performance Habitat protection plans Pollution in the seaTradeable development rights Individually transferrable fishing quotas Mechanisms governing property rights Commercialization of species Deals on biodiversity prospecting Offsets from forestry Trading of air emissions Trading of effluent discharges Water rights that can be traded Implementation in collaboration Franchise agreements that span the globe Eco-labelling is a method of identifying products that are environmentally friendly.

o Place Strategies

At home:

Reducing pollutants by choosing nontoxic chemicals and properly disposing of herbicides, pesticides, and cleaning products

conserving water by using less water so that excess runoff and wastewater do not flow into the ocean; and conserving water by using less water so that excess runoff and wastewater do not flow into the ocean.

Reducing waste – reducing how much is thrown away and properly disposing of trash

In the neighbourhood:

Choose sustainable seafood, buy less plastic, and bring reusable bags while shopping. Using fuel-efficient automobiles, carpooling, riding a bike, or walking to reduce vehicular pollution

Choose energy-efficient light bulbs to save electricity.

While on the water:

Fishing ethically – using “catch and release” techniques to keep more fish alive. Anchor in sandy places away from coral and sea grasses to practise safe boating. Observe “no wake” zones.

Respecting the environment – a healthy environment and survival go hand in hand, therefore treat it with care.

Anywhere, at any time:

Volunteering — participate in beach clean-ups and community clean-ups.

o Promotional Strategies

Reduce your carbon footprint and energy usage Choosing seafood that is both safe and sustainable Reduce your use of plastic items

Assist with the upkeep of the beach

Don’t buy anything that exploits marine life Be a pet owner who cares about the ocean

Support organisations dedicated to ocean conservation

Make a difference in your neighbourhood by influencing change Become knowledgeable about the water and marine creatures There is a pressing need for widespread community response

Highlighting the fact that it will require everyone to make a difference


Question 2 (10 marks – 200 words) Identify a theory and discuss the elements of the theory that can be used in the campaign you designed in Part A.

This is a theory based on value expectations. The Health Belief Model (HBM) is a psychological health behaviour change model that was created to explain and predict health-related behaviours, particularly in terms of health-care utilisation. Individuals evaluate their perceived personal risk of bad health outcomes from maintaining their present behaviour against the possibility of positive health outcomes from changing their behaviour, according to the HBM model. People’s beliefs about health issues, perceived advantages of action and impediments to action, and self-efficacy, according to the health belief model, explain involvement (or lack of engagement) in health-promoting behaviour. In order to initiate the health-promoting behaviour, a stimulus, or cue to action, must also be present.

Susceptibility perception – referring to a person’s subjective perception of the risk of helping life below water to ensuring a sustainable future

Severity as perceived – referring to a person’s feelings or seriousness about how they feel helping marine life and taking considering the benefits of helping achieve the goal and considering the consequences if found not to be contributing to achieve the goal.

Perceived advantages – referring to a person’s perception of effectiveness of various actions to reduce the endangerment of marine life and the effects it is making on our planet. The individual taking great lengths to protecting our marine life.

Perceived impediments – refers to a person’s feelings on the obstacles to performing a recommended outcome. Depending on the way a individual is feeling it can impact what route they take making it unrecognisable of the outcome it is causing to marine life.

Activation signal – referring to cues to help creating a sustainable marine life, cues such as, advice from others, waiting for an issue to arise, letting it get to late before helping.

Self-efficacy is a term that refers to a person’s ability to succeed

Question 3 (10 marks – 200 words) Select ONE (1) of the segments from the list you provided in part A (ci) and discuss how the campaign content could be modified to meet the specific needs of the segment. Elaborate why or how the suggested modification for customization is important to assure the success of the campaign (10 marks)

One of the segments provided above was the most vulnerable. These are things and people such as marine life, immigrants, the homeless, refugees, the elderly, pregnant women, people with diseases, and anyone living on or near the poverty line. The campaign content can be modified for these individuals as obviously some may be new to Australia or not know English, some individuals can be limited to what they can do therefore restricting how they can help in certain ways. To meet the needs of this segment English classes can be provided to teach individuals the way we speak and the way we write so they understand our culture and understand the rules and guidelines of the ways they can help life below water. Those who have a disease or whom a pregnant can have a carer allocated to them or classes like physios assisting to go beyond their limitations so that their movement is not restricted or having a extra pair of helping hands to lead them in the right direction of protecting our marine life and creating a sustainable environment. This is highly important as it can really help our nation in protecting the life below the water and achieving targets

that may not be applicable to us. By doing these things more individuals have a better understanding and can do the right thing.

Question 4 (10 marks – 200 words) By using the partnership analysis, identify possible THREE (3) partners in your campaign for the segment you proposed in Question 3 above. Explain your selection.

Three possible partners are public partners, commercial partners and Community partners. Each of these partners can help in their own way, ensuring the give the correct access to the vulnerable so they are educated and have knowledge on marine life and what is happening and how they can prevent it to ensure sustainability. Public partners can help by having access to skills, resource availability and policy expertise. Commercial partners can help by having business intelligence, trustworthiness opportunities for CSR. Community partners can help by gaining understanding of the DM process and Input from the ground up in the formulation of initiatives. Partnering with Aquariums so they give an insight to marine life and how and what can be done to protect them as the vulnerable don’t have access to these things depending on where they come from. Companies that produce machinery to clean the ocean can partner up with my campaign as its eco-friendly and helps create sustainability. A company like Mount Franklin can also partner up as they have implemented changes to reduce plastic waste and make the water bottles more recyclable, so they don’t end up in the ocean. These companies can teach the vulnerable a valuable lesson to protecting the ocean and marine life to achieve sustainability.

Question 5 (10 marks – 200 words) Suggest FOUR (4) possible ways to fund your designed campaign for the segment you identified in Question 3.

Four possible ways of funding my designed campaign to help the most vulnerable is by:

  • Creating and running fundraises to raise money and awareness about our oceans and the marine life beneath it, the awareness will educate individuals of how important it is to do the right thing and practice sustainably. Money will go towards equipment and classes to help individuals to learn our language so that they can understand our guidelines and what they should be doing to help the ocean.
  • Having sponsorships from major companies to provide a fund into to educating the vulnerable about our oceans and sustainability and how important it is.
  • Having commercials/ ads with a link displayed to donate money to marine life and rebuilding our ecosystems to be more sustainable and providing classes to help immigrants, refugees and people with diseases so they are not restricted and have the knowledge and access to right equipment to help our ocean life.
  • Having a show that generates revenue to be able to host the desired classes needed to help the vulnerable understand our oceans and learn about sustainability to do the right thing and achieve our targets and achieve our goal of life below water and meeting its needs.


United Nations (2020). Goal 14 | Department of Economic and Social Affairs. [online] Available at:

The Global Goals. (2016). Goal 14: Life Below Water. [online] Available at:

United Nations (2018). Oceans – United Nations Sustainable Development. [online] United Nations Sustainable Development. Available at:

Transitioning to Sustainable Life below Water. (n.d.). [online] Available at:

Goals, S.D. (2021). Life below water. [online] Sustainable Development Goals. Available at:


[online] Available at:

Environment. (2010). 10 Things You Can Do to Save the Ocean. [online] Available at: the-ocean.

N.R. LEE. MBA. (2020). Reducing the spread of COVID -19; A social marketing perspective. [online]. Vol 26 No.3 0c2e?response-content-disposition=inline%3Bfilename%3D%22Answering%20Guideline


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