Basant Purohit
Social marketing campaigns are used to urge people to behave in a way that would benefit others. While some people behave as desired, it is unclear whether the campaign has influenced the behavior or has been necessitated because of personal/ situational factors. This study, exploratory in nature, using both projective techniques and a survey questionnaire, studied the impact of seven campaigns communicating different social themes. The study found that some campaigns had a fair degree of recall, but none had any significant impact on changing the behavior. The reason for non-action included the perceived risk or effort associated with the behaviour. Movement along a ‘risk-effort’ matrix is suggested to improve their effectiveness.