What are social marketing campaigns in Pakistan?

Definition: Social Marketing vs Social Media Marketing

Social marketing is the strategic use of marketing principles to influence behaviors that improve health, safety, the environment, or social well-being. It is closely linked to behavior change communication (BCC), social and behavior change communication (SBCC), and information, education and communication (IEC).

Social media marketing, by contrast, refers to using platforms like Facebook, YouTube, TikTok, Instagram, and WhatsApp for promotion. Social media can be one channel within a broader social marketing strategy, but social marketing itself is channel-agnostic and behavior-first.

• Goal: behavior change and social good (not sales)
• Tools: formative research, audience segmentation, behavioral insights, the “4 Ps” (Product, Price, Place, Promotion)
• Outcomes: measurable uptake of desired behaviors (e.g., vaccination, handwashing, helmet use)

Why Social Marketing Matters in Pakistan

Pakistan’s diverse demographics, languages, and geographies demand localized, culturally sensitive communication to shift norms and enable healthier, safer choices.

Key drivers:

• Public health priorities: polio eradication, routine immunization (EPI), maternal and child health, family planning, nutrition and stunting reduction, tuberculosis/dengue prevention, WASH (water, sanitation, hygiene).
• Civic and social needs: voter registration and turnout, road safety and helmet/seatbelt use, digital safety and scam awareness, girls’ education, climate resilience and air pollution reduction.
• Digital transformation: mass mobile phone penetration and affordable data enable SMS/IVR, WhatsApp, and short-form video to reach youth and hard-to-reach populations.
• Trust and inclusion: campaigns can bridge information gaps across rural/urban divides, low-literacy communities, and multiple language groups (Urdu, Punjabi, Sindhi, Pashto, Balochi and others).

Core Principles of SBCC/IEC

Effective social marketing in Pakistan typically follows these principles:

• Audience insight and segmentation: define micro-segments by province, language, gender, age, urban/rural, socio-economic status, and psychographics. Build personas (e.g., urban Pashto-speaking young father in Karachi’s katchi abadi; rural Sindhi-speaking mother with 3 children).
• Behavioral framing: identify barriers (e.g., myths about vaccines, opportunity costs, clinic distance) and benefits (health protection, social approval). Use gain-loss framing, social norms, and clear calls to action.
• The 4 Ps for behavior:
  • Product: the behavior or service (e.g., polio drops, helmets, contraceptives).
  • Price: monetary, time, social, or psychological costs. Reduce friction (e.g., free service, nearby outreach).
  • Place: where the behavior happens (homes via Lady Health Workers, schools, clinics, mobile vans, masjids, hujras, WhatsApp helplines).
  • Promotion: messaging and media mix that resonates culturally and linguistically.
• Co-creation with communities: engage elders, religious leaders (ulema), teachers, Lady Health Workers (LHWs), and youth ambassadors.
• Pretesting and iteration: test messages and visuals with target audiences in Urdu, Punjabi, Sindhi, Pashto, Balochi, and adapt based on feedback.
• Measurement culture: baseline, midline, endline; digital analytics; qualitative feedback loops for continuous improvement.

Ecosystem and Key Actors in Pakistan

• Government:
  • Federal and provincial Health Departments (EPI, Primary & Secondary Health Care, Population Welfare).
  • National and provincial Disease Control programs (polio, TB, malaria, dengue units).
  • Ministry of Climate Change and Environmental Coordination (air quality, Clean Green Pakistan).
  • Election Commission of Pakistan (voter education and turnout).
  • Regulators: PEMRA (broadcast standards), PTA (telecom/SMS), and data/privacy frameworks.
• International agencies and NGOs: UNICEF, WHO, UNFPA, UNDP, Gavi, World Bank, USAID, FCDO, GIZ, PSI/Greenstar, HANDS, IRSP, Aahung, AKU/AKDN, Mercy Corps, WaterAid, IRC, Save the Children, and many local CSOs.
• Private sector and CSR: telecoms (Jazz, Telenor, Zong, Ufone), FMCGs (Unilever Lifebuoy, P&G Safeguard, Reckitt Dettol), food and beverage firms, banks and FinTech (JazzCash, Easypaisa), media houses, creative agencies, and influencer networks.
• Community-level workforce: Lady Health Workers and Supervisors, vaccinators, teachers, polio “Sehat Muhafiz,” religious scholars, local councilors, and volunteers.

Channels and Tactics That Work in Pakistan

• Mass media:
  • TV and radio spots in multiple languages with clear CTAs; dramas and edutainment storylines; talk shows with experts.
  • Outdoor: billboards, wall-chalking, bus wraps, transit media, community noticeboards.
• Digital and mobile:
  • Facebook/YouTube/TikTok short videos; WhatsApp broadcast lists and chatbots; Instagram Reels; influencer collaborations; community groups.
  • SMS, IVR, and robocalls for reminders (e.g., clinic days, immunization drives). Ensure opt-in and language preferences.
• Community engagement:
  • Door-to-door visits by LHWs; micro-plans for polio and EPI.
  • Mosque announcements, Juma khutba endorsements where appropriate.
  • School sessions, madrasa outreach, hujra/baithak gatherings, street theatre, mobile health camps.
  • District-level Ulema boards, community elders, and mother support groups.
• Helplines and service touchpoints:
  • Government helplines for health information or registration (for example, previous use of 1166 for health info, 8171 for social protection, and 8300 for voter details). Always verify current numbers and procedures.
  • Clinic desks, pharmacies, and telemedicine kiosks.
• Partnerships and events: PSL cricket tie-ins, Global Handwashing Day, World Polio Day, school enrollment drives, community clean-up days.

How to Design a Social Marketing Campaign (Step-by-Step)

1. Define the behavior and outcome:
   • Be precise: “Increase completion of the child’s EPI schedule by 3 percentage points in District X in 12 months,” or “Raise helmet wearing among male motorcyclists 18–35 in Lahore by 10%.”
   • Set SMART objectives and a theory of change.
2. Conduct formative research:
   • KAP surveys; qualitative interviews with caregivers, fathers, elders, vaccinators; social listening in Urdu and regional languages.
   • Map barriers: rumors, fear of side effects, distance, cost, clinic wait time, social norms.
3. Segment and prioritize audiences:
   • Primary: the person doing the behavior (e.g., caregiver, rider).
   • Secondary: influencers (fathers, mothers-in-law, ulema, teachers, employers).
   • Tailor by language and media habits.
4. Develop your behavioral strategy:
   • Value proposition: what immediate benefit does the audience get? (e.g., “Two drops protect your child’s future.”)
   • Design the “exchange” to lower costs: bring services closer, flexible hours, incentives that don’t coerce.
5. Create and pretest content:
   • Message framing (gain/loss), credible messengers (doctors, ulema, athletes), simple visuals for low literacy, local idioms, and storytelling.
   • Pretest scripts and visuals with target users; refine language and imagery.
6. Build a channel plan and media mix:
   • Allocate budgets across TV/radio/OOH/digital/community based on reach and cost-effectiveness.
   • Use geo-targeting for hotspots; stagger bursts around key dates (polio NIDs, dengue season, Ramadan, school calendar).
7. Partnerships and field operations:
   • Coordinate with Health/Education departments, NGOs, telecoms, local influencers.
   • Train field workers; ensure materials and logistics (cold chain for vaccines, helmets distribution points, handwashing stations).
8. Implement with strong frequency and consistency:
   • Follow a weekly calendar; keep messages consistent across touchpoints; use local languages.
9. Monitor, evaluate, and iterate:
   • Track leading indicators (reach, calls, clinic footfall) and outcomes (behavior uptake).
   • A/B test creatives; adjust spend to best-performing channels; document lessons learned.
10. Risk and rumor management:
    • Prepare Q&A and rebuttals; work with trusted voices; activate rapid response on misinformation.

Measurement, KPIs, and Evaluation

• Outputs: GRPs/TRPs, impressions, reach, frequency, OOH placements, number of community sessions, materials distributed.
• Outcomes (behavioral): immunization completion rates, clinic visits, helmet/seatbelt observations, contraceptive uptake, handwashing station use, voter registration checks.
• Digital performance: video completion rate, click-through rate, cost per acquisition (CPA), WhatsApp chat initiations, chatbot resolution, call volume to helplines.
• Cost-effectiveness: cost per behavior change, cost per incremental percentage point, social return on investment (SROI).
• Research designs: pre–post (baseline/endline), randomized controlled trials where feasible, controlled time series, mystery shopper audits, spot checks.
• Equity lens: disaggregate by gender, age, district, and socio-economic quintiles.

Real-World Examples of Social Marketing in Pakistan

1) Polio Eradication Communication (Sehat Muhafiz)

Pakistan continues intensive polio eradication efforts. Campaigns combine door-to-door vaccination with mass media, mosque announcements, and targeted outreach to hesitant households. Tactics include micro-planning, transit vaccination points, endorsement by religious scholars, messaging in local languages, rumor rebuttal, and a focus on child protection and trust. The approach blends SBCC, robust logistics, and community partnerships.

2) COVID-19 Public Health Messaging

During the pandemic, authorities and partners used TV, radio, SMS, WhatsApp, and press briefings to promote masks, distancing, and vaccination registration. A national helpline and digital portals provided guidance, and mass vaccination drives were tied to community mobilization. Lessons: transparent data, consistent spokespeople, and multilingual content improve compliance and trust.

3) Dengue Prevention and Vector Control

Provincial health departments run annual campaigns around monsoon season to encourage eliminating standing water, using repellents, and early care-seeking. School sessions, neighborhood clean-up drives, local radio, and SMS alerts target high-risk neighborhoods. Visual checklists and before–after photos help households adopt preventive routines.

4) Handwashing and WASH Campaigns

NGOs, government, and private FMCG brands promote soap use and safe water. School-based programs on Global Handwashing Day, mHealth reminders, behaviorally designed cues at handwashing stations, and radio dramas in rural districts are staples. Simple, vivid visuals and child-friendly characters are effective with low-literacy audiences.

5) Family Planning and Reproductive Health

Population Welfare Departments and partners like Greenstar, UNFPA, and Aahung support campaigns on birth spacing, modern contraceptive methods, and counseling. Strategies center on couple communication, male engagement, myth-busting, and discrete access points via LHWs, pharmacies, and clinics—framed around health, prosperity, and child well-being.

6) Nutrition and Stunting Reduction

Programs promote early initiation and exclusive breastfeeding, complementary feeding, iron–folate supplementation, deworming, and growth monitoring. Social marketing aligns counseling by LHWs with mass media and community support groups, often leveraging social protection platforms that target vulnerable households.

7) Road Safety and Helmet/Seatbelt Use

Traffic police, safe city authorities, and media partners run helmet and seatbelt drives with on-ground enforcement, OOH visuals, and influencer messages. Nudge tactics—like free helmet checks, discounts, or community pledges—paired with enforcement are more impactful than awareness alone.

8) Civic Participation and Voter Education

Voter information campaigns focus on registration, polling procedures, and peaceful turnout. SMS verification services, localized radio, and community meetings improve reach. Using clear, non-partisan language and accessible formats ensures trust and inclusivity.

9) Digital Safety and Financial Inclusion

Telecoms and banks run awareness on avoiding scams, safe internet for children, and mobile wallet usage. Practical demos, IVR tips in local languages, and school roadshows help users adopt safe digital behaviors and access e-services confidently.

Challenges and How to Overcome Them

• Language and literacy diversity: use audio-first, pictorial materials, voice notes, and local dialects.
• Trust deficits and rumors: involve local champions, health workers, and religious scholars; respond quickly with empathetic, factual content.
• Access barriers: bring services closer via mobile units, weekend hours, and community hubs; align with market days or prayer times.
• Gender and social norms: ensure women-friendly spaces and timings; engage men, mothers-in-law, and gatekeepers; provide female mobilizers.
• Security and last-mile constraints: micro-plan routes; coordinate with local administration; employ transit and fixed-point strategies.
• Data and privacy: obtain consent for SMS/WhatsApp outreach; secure data storage; comply with applicable regulations.
• Fragmented efforts: establish coordination across departments, NGOs, and private sector to avoid duplication and improve coverage.

Compliance and Ethics

• Regulatory compliance: follow PEMRA codes for broadcast, PTA rules for telecom messaging, and applicable cyber laws and privacy frameworks.
• Informed consent: for surveys, SMS programs, and use of images; safeguard vulnerable populations and children’s data.
• Non-coercion and dignity: avoid stigmatizing language; ensure incentives do not pressure individuals; respect cultural and religious values.
• Accessibility and inclusion: provide content for people with disabilities (captions, audio descriptions) and consider geographic and socio-economic equity.

Future Trends in Social Marketing in Pakistan

• WhatsApp-first engagement: official WhatsApp Business APIs for reminders, chatbots in Urdu and regional languages, voice notes for low-literacy users.
• Short-form video and micro-influencers: localized creators on TikTok/Instagram/YouTube Shorts drive credibility with youth segments.
• Data-driven optimization: social listening in local languages, media mix modeling, and geospatial dashboards to target hotspots.
• AI and IVR: Urdu/Punjabi/Pashto voice bots answering FAQs; personalization with consented data.
• Public–private partnerships: telecom zero-rating for health info, FMCG co-branded hygiene campaigns, sports partnerships for reach.
• Climate and air quality behavior change: low-cost home interventions (masks on smog days), community heat action plans, water conservation nudges.

Frequently Asked Questions

Is social marketing the same as social media marketing?

No. Social marketing focuses on behavior change for social good using any suitable channel. Social media marketing is one set of tactics within it.

Which languages should I produce content in?

Use Urdu for national reach and adapt to local languages (Punjabi, Sindhi, Pashto, Balochi, and others) for depth and trust. Always pretest locally.

How long should a campaign run?

Behavior change often needs sustained exposure—plan for 6–12 months with bursts aligned to seasons (e.g., monsoon for dengue) and service availability.

How do I measure success?

Track both exposure (reach, frequency, impressions) and outcomes (clinic visits, vaccine completion, observed helmet use), ideally with a baseline and endline survey and service data triangulation.

What budget do I need?

Budgets vary widely by geography and channels. Start by quantifying the cost per target person reached and the expected cost per behavior change; co-finance with partners where possible.

How can religious leaders help?

Engage respected ulema early; co-create messages aligned with values of protection and community welfare; invite them to address rumors and endorse behaviors.

Are incentives ethical?

Small, non-coercive incentives (e.g., convenience, recognition, or service improvements) can be ethical. Avoid creating inequities or pressuring choices, especially in health.

Conclusion

Social marketing campaigns in Pakistan are most effective when they are people-centered, locally grounded, and rigorously measured. By combining audience insights, culturally resonant messaging, an integrated media mix, strong partnerships, and robust monitoring, social marketers can accelerate progress on health, safety, civic participation, and environmental goals. Whether you are planning a polio push, a dengue-prevention drive, a road safety initiative, or a girls’ education campaign, the same principle applies: make the right behavior the easy, supported, and socially endorsed choice.