In terms of the B-BBEE Act, the South African Marketing, Advertising and Communication (MAC) Sector Code was promulgated on 1 April 2016.
Section 20 of the code refers to responsible Social Marketing. MAC Sector organisations can claim up to 5 B-BBEE points for responsible Social Marketing.
What is Social Marketing?
Social Marketing was first introduced into academic literature in July 1971 by Philip Kotler and Gerald Zaltman in their article Social Marketing: An approach to planned social change (Journal of Marketing, volume 35 pp3-12, 1971).
A comprehensive explanation for Social Marketing would be:
Social Marketing is the practice of the science and principals of modern marketing together with components of other disciplines to:
- Influence policy makers, the media and the community at large to give due attention to and to dedicate sufficient time, funding and resources to a social challenge.
- Create sufficient awareness, understanding and motivation within the target group and/or individual to a point where the individual and/or group takes positive and constructive action.
As a result, both the individual and/or group and society benefit from an effective social marketing campaign.
For more insight into effective social marketing contact john@arnesenandassociates.co.za
arnesenandassociates.co.za 