Social marketing is the use of commercial marketing concepts and tools in programs designed to influence individuals’ behaviors to improve their well-being and that of society.
With the Olympics recently wrapping up, Athletes have been front and center in the media. To promote remaining clean from steroids, United States Olympic Committee partnered with the Ad Council to create the Don’t Be an Asterisk campaign. The campaign includes print ads, commercials, and radio spots.
Don’t Be an Asterisk is an example of social marketing because the ad’s ultimate goal is to deter steroid use. It uses strong words to help protect societal health: Don’t let steroids make you fake. Don’t be an asterisk. Also, the campaign takes preventative measures by aiming their efforts at young adults on Facebook, Twitter, and Youtube.
Juliann Morrison, Section E