Social Marketing

This commercial, which aired when Proposition 8 was to be voted on in California, is an example of social marketing. According to Kotler, social marketing is defined as "the use of commercial marketing concepts and tools in programs designed to influence individuals' behaviors to improve their well-being and that of society" (203). Thus, instead of using marketing to advertise or inform others of products or services, social marketing seeks to impact people's behaviors in order to benefit society.

The commercial is an example of social marketing because it is a campaign for equality of all human beings, regardless of sexual orientation. The women in this commercial calls for voters in California to vote "no" against Proposition 8 because they believe in "dignity, kindness, and compassion," but more importantly, "equality for all." As a result, they are urging other voters to vote against Proposition 8 in order to make sure that everyone's rights will be protected. Ultimately, they believe that voting no will be beneficial to society because it will ensure equality.


Karlyn Kurokawa, Section E