718 The Marketing Book
benefits of the product, thereby adding value
and encouraging consumption and loyalty (see
Chapter 15).
Similar thinking can be applied in social
marketing. For example, Lefebvre (1996) argues
that all health communications have an emo-
tional dimension – a ‘personality’ or ‘tonality’ –
whether the health promoter intends it or not.
The message, channel and execution all contrib-
ute to this. He cautions that health commu-
nicators – just like their commercial counter-
parts – must use research, design and careful
targeting to ensure that the tonality matches the
needs of their target audience.
Leathar (1980) and Monahan (1995) endorse
the notion that health communicators should
actively promote positive images about health.
For example, Monahan concludes her paper:
Positive affect can be used to stress the benefits
of healthy behaviour, to give individuals a
sense of control, and to reduce anxiety or fear.
All of these tactics are likely to enhance the
success of a communication campaign.On a more specific level, qualitative research
conducted with pregnant women (Bolling and
Owen, 1997) also emphasizes the importance of
emotional communication, concluding that
messages have to be sympathetic, supportive
and non-judgemental. The primary need, the
research suggested, is to establish a sense of
trust.
Taking things a step further, social market-
ers have also adopted the idea of branding.
Case 7 describes an attempt to brand positive
health in Scotland during the 1980s. The brand
was called ‘Be All You Can Be’.Media advocacy
Another channel by which social marketers
seek to influence public opinion and policy
makers is via unpaid publicity in the mass
media (Wallack et al., 1993; Chapman and
Lupton, 1994). This involves negotiating with
and satisfying media gatekeepers: newspaper
editors and journalists, television and radio
producers, advertising regulation authorities.Case 7 Branding in social marketing
During the 1980s, SHEG, the government body responsible for health education in Scotland, were facing
three problems with their use of the media. Their campaigns tended to be fragmented, topic based
rather than whole person oriented and authoritarian rather than empathetic. Material seemed to be
telling people how to run their lives, rather than enabling and encouraging them to make their own
informed health decisions.
These problems could not be solved within individual campaigns, however carefully pretested or
creatively developed. It was therefore decided to develop an overview or ‘umbrella’ campaign that could
communicate a general lifestyle message of empowerment. In addition, the campaign needed to link the
positive imagery to clear solutions to real health problems – that is, provide branded health products.
The result was ‘Be All You Can Be’, a communication campaign which ran in broadcast and print media,
promoting a theme of empowerment and positive health. An extensive communication and awareness
monitor showed that it became familiar to, and was strongly endorsed by, the Scottish population.
However, there were problems with the campaign. First, the general Be All You Can Be messages
left people uncertain as to what they should do next. People needed specific guidance to work out a
response. Second, the campaign was restricted to the media, with few links to other delivery modes,
again making it appear insubstantial. In essence, the campaign was succeeding in promoting a corporate
identity for health, but not offering the branded products that enabled people to buy into it.
Sources: Hastings and Leathar (1987); Leathar (1988).