Social Marketing For Developing Research Capacity

Campaign and focus

Discuss anout the Social Marketing for Developing Research Capacity.

The chosen organization for the social marketing to be proposed is World Vision Australia that is incorporated in the nation of Australia. There are many of the branches located in many developed and developing countries all over the world that accounts to about 90 countries. This organization in Australia has dual role in the sense that it not only works in Australia but also had taken initiatives for social purposes in other ill developed regions of different countries all over the world. They mainly have different functions like the community development which is mainly done by the improving the poverty conditions and also the well being of different children all over the world (Elliot et al., 2014). They also encourage projects that help in the empowering of the communities with sustainable management learning and their development. They also believe in the humanitarian an emergency relief fund. Not only that they also tend to tackle different injustice that takes place on any individual or groups of such individual through policy and advocacy and engage  large number of interested volunteers and health care workers as well as different employees in  noble projects of making world a better place to thrive (Oguro & Burridge, 2016). They seek to involve Australians to be involved in making financial and non financial contributions to the mission and vision of the organization (“World Vision Australia -Annual report”, 2015).

The campaign will mainly focus on educating the teenage population about the growing concerns that is mainly associated with the teenage pregnancy issues. The campaign will be focused in reducing the incidences of teenage motherhood in the different rural and indigenous so that the quality of life for both male and female teenagers will be developed towards betterment. The campaign will also focus on providing proper education by the appointed volunteers and social activists so that they can understand the various physical and psychological factors that may be affected due to pregnancy in such a young age (Burbank, Senior & McMullen, 2015). The harm that it can bring to the new mothers will be strictly notified. Initiatives should also be taken so that they can be engaged in effective employment schemes and also provide them different therapies and treatments to overcome their substrate abuse and effective education for them (Barclay et al., 2014).

It has been found even to this modern generation, that the number of teenage mothers in the rural areas of Australia and also in the different indigenous groups, the number of teenage mothers is much high (Reibel et al., 2015). It accounts for about 63 girls becoming mothers before the age of legal adulthood of 18 (Shheran et al., 2016). When this number is compared with that of the teenage mother number in case of non indigenous Australia it is found to be about 15 in the number of 1000 mothers (Lewis & Skinner, 2014). This accounts to a data that the number of teenage mothers in rural and indigenous Australia is about 4 times greater than that of the urban women.  Although the number is found to decrease among all teenage mothers number in Australia but it is so only in urban areas were the rate of rural and indigenous teenage mothers have been then same (Marino et al., 2016). This is often found to be harmful as it raises the chances of still birth along with different obstetric and social risks. The different reasons that have been often identified as the contributors of such risk are poor socio economic background. The distinction and the line between the indigenous rural group and that of the non indigenous urban group always remained separate due to the socio economic differences. Their low economic support and social cultures are contributors. Moreover the rate of education achieved by the individual is also very low. Not only that the unemployment and the rate of excessive smoking and drinking have been some other reasons. These often results in risks associated with increased caesarian and abortion rates in such areas only. Therefore the campaign would mainly focus on educating the teenagers about the ill effects on the mothers and babies when conceived at early age. It would also help the teenagers to get education and employ themselves. These would be done through providing those opportunities to get better employment after fulfilling their education. Risks associated with smoking and drinking should be explained along with the practices that would help them o keep away from such substance abuse disorder (Quinlivan, 2016).

Justification of appropriate target market

While conducting the SWOT analysis of the organization, it is found that:

Strengths:

They are a renowned organization and usually believed in achieving success in their fixed objective. They prefer a planned approach that contains an entire planning of the time framework, funds and the outcomes they want to achieve. They achieve their mission successfully with the help of the able employees who are not only focused but have a very good corporate background. They often develop excellent marketing strategy and brand development through effective community, affection, care and good behavior with moral virtues and ethics that often help their service users and target population to achieve success (“World Vision Australia -Annual report”, 2015).

Weakness:

They have decentralized leadership that often creates a delay in decision making and passing of funds. They mainly has a reactive culture than a proactive culture which is often criticized by other competitive charities. They have cumbersome governance structure and a form of biasness is found in allocating finds to various projects.

Opportunities:

They are well branded and reputable charity with great deeds done for the various underprivileged children and community. Therefore they are trusted by the donators. Collection of fund is not a difficult task for this organization. Hence smooth functioning in the upcoming projects are always expected (“World Vision Australia -Annual report”, 2015)

As the issue of teenage pregnancy is a very sensitive issue which is even trued by government to control, they are believed to be having great opportunities if the program is conducted successfully.

Threats:

This charity often faces completion with many other charities which might be also a threat while conducting this research. The volunteers who are chosen for the project may also face threats as this stigma is often avoided to discuss with the elders of the rural and indigenous community (“World Vision Australia -Annual report”, 2015)

Therefore they have to be excessively skilled to carry out the technique.

On successful captaining, one can achieve the best outcomes. After thorough workshops of the harmful effects of the teenage pregnancy, the rate of the pregnancy would be believed to have reduced. Once the teenagers understand that the various life threatening effects that it may bring to the health of the teenage females, it can be expected that they would tend to lessen the risks associated with this activity. Moreover it is also believed that once the the teenagers get involved with education and also learn to understand how the education can help them in having a quality life, they would also be keen to take upon education from their own will and thereby they can seek for good employment sectors for providing service (Ritter, Dore & McGechan, 2015).  Again when they get educated and employ themselves in varieties of activities, one can easily turn away their attention from excessive smoking and drinking habits. Moreover application of the different evidence based studies for the substrate abuse disorder can also help the organization and its volunteers to achieve the mission (Dillon et al., 2014).

SWOT analysis

The fund that should be allotted for the campaigning should only be fixed after the entire project plan and the procedure of achieving it evaluated and analyzed entirely. After complete analysis of the requirements and the various places, accommodation and the resources required conducting the campaign, and then only the request for funds would be laid. Funds should first be allotted to the different resources that are required for first establishment of the residence system that would be required by the volunteers to stay in. even resources are also required by them to create workshops where education would be provided to the teenagers (Willoughby, 2015). Different organizations should be approached to give chances for such teenagers to employment and therefore a partnership is to be developed that also requires establishment. Moreover, healthcare initiative would also require expenditure of resources for substrate abuse therapies and treatment.

A large number of places in Australia is been suffering from high rate of teenage pregnancies and each of the regions should be handled by different groups of volunteers. Besides Ballarat, Horsham and Ararat are also in news to be having high number of pregnant mothers that have 3.5 times higher rate than state average. Even the National Women health policy 2010 has suggested that Aboriginal and Torres Islander women are most vulnerable and therefore the most of the initiatives should start from these regions. Regions of New South Wales especially the northern part and western part contain high rate of indigenous people. A news channel report that 0.5 % to 11.9% teenage pregnancy rate varies from northern Sydney to Far west. Second highest is western NSW with 7.9% and third being mid north coast at 7.6%. Therefore all these regions will be campaigned (“Region has high teen birth rate”, 2017).

The promotion and communication will all be responsible of the project manager and the fund collection managers. World vision team has a program resource team, their particular ambassadors and associated managers who are mainly responsible for creating the marketing and publicity promotion plans. This not only helps to bring more and more fund donations but also helps to create awareness of a program being conducted by the organization. This helps to create a word of mouth publicity that will attract many interest participants. Moreover, arrangement of leaflets, signboards and others are to be looked by the promotion manager. The better the publicity will occur, it will help to bring more heads under the campaign and the success rate of the project will thereby increase (Hassan, 2015). Therefore proper communication indeed is very helpful for increasing the success chance and the effectivity of the campaign. Another very good chance of promoting the session is by providing free check up service for women in the rural area. The terms of the heads for free checkup will definitely attract the women from rural and indigenous backgrounds and would help to successfully establish the promotion.

Product

The tagline for the campaign is ‘teenage hood is for living lives, not for giving birth to lives’

This message is believed to create attention and will mainly strike chords with teenager who is facing this problem and also their family members. Teenagers not entangled in any such consequences will also try to reach the real meaning of the tag line and will definitely try to visit concerned workshops for understanding the root causes of this issues.

Conclusions:

From the entire report and the way it has been planned, it can be expected that the campaign for the eradication of teenage pregnancy from the rural and indigenous community of Australia can be made successful. Proper planned approach, fund and initiatives of volunteers of the World Vision Australia will make the entire project praiseworthy and reach zenith of success.

References:

Ahern, N. R., & Bramlett, T. (2016). An Update on Teen Pregnancy. Journal of Psychosocial Nursing and Mental Health Services, 54(2), 25-28.

Barclay, L., Kruske, S., Bar-Zeev, S., Steenkamp, M., Josif, C., Narjic, C. W., … & Kildea, S. (2014). Improving Aboriginal maternal and infant health services in the ‘Top End’of Australia; synthesis of the findings of a health services research program aimed at engaging stakeholders, developing research capacity and embedding change. BMC health services research, 14(1), 241.

Burbank, V., Senior, K., & McMullen, S. (2015, July). Precocious Pregnancy, Sexual Conflict, and Early Childbearing in Remote Aboriginal Australia. In Anthropological Forum (Vol. 25, No. 3, pp. 243-261). Routledge.

Dillon, M. E. (2014). Adolescent Pregnancy and Mental Health. In International Handbook of Adolescent Pregnancy (pp. 79-102). Springer US.

Elliott, J. H., Turner, T., Clavisi, O., Thomas, J., Higgins, J. P., Mavergames, C., & Gruen, R. L. (2014). Living systematic reviews: an emerging opportunity to narrow the evidence-practice gap. PLoS Med, 11(2), e1001603.

Hassan, T. (2015). The Impact of teenage Pregnancy on Mode of delivery And fetal outcome (Doctoral dissertation, UOFK).

Lewis, L. N., & Skinner, S. R. (2014). Adolescent Pregnancy in Australia. In International Handbook of Adolescent Pregnancy (pp. 191-203). Springer US.

Marino, J. L., Lewis, L. N., Bateson, D., Hickey, M., & Skinner, S. (2016). Teenage mothers. Australian Family Physician, 45(10), 712.

Oguro, S., & Burridge, N. (2016). The contribution of non-government organisations to human rights education in Australian schools. Third Sector Review, 22(1), 3.

Quinlivan, J. A. (2016). Magic dolls: no quick fix for teenage pregnancy. The Lancet, 388(10057), 2214-2215.

Region has high teen birth rate. (2017). Northern Star. Retrieved 5 February 2017, from https://www.northernstar.com.au/news/region-has-high-teen-birth-rate/1600125/

Reibel, T., Morrison, L., Griffin, D., Chapman, L., & Woods, H. (2015). Young Aboriginal women’s voices on pregnancy care: Factors encouraging antenatal engagement. Women and Birth, 28(1), 47-53.

Ritter, T., Dore, A., & McGeechan, K. (2015). Contraceptive knowledge and attitudes among 14–24?year?olds in New South Wales, Australia. Australian and New Zealand journal of public health, 39(3), 267-269.

Sheeran, N., Jones, L., Farnell, L., & Rowe, J. (2016). Adolescent motherhood in an Australian context. Journal of Applied Youth Studies, 1(3), 41.

Willoughby, J. F. (2015). Effectiveness of a social marketing campaign promoting use of a sexual health text service by teens. Journal of health communication, 20(10), 1206-1213.

World Vision Australia -Annual report. (2017). Worldvision.com.au. Retrieved 5 February 2017, from https://www.worldvision.com.au/docs/default-source/annual-reports/wv-annual-reports/annual-report-2015-v2.pdf?sfvrsn=2