Sociology 2172A/B Lecture 9: Social Advertising
30 May 2018
School
Department
Course
Professor
Social Advertising
●In Ancient Greece and Rome
○To free slaves
●In England
○To abolish debtor prisons
○To grant voting rights to women
○To do away with child labour
●In 19th century America
○Abolition, temperance, prohibition, anf suffragette
○Regulate quality of foods and drugs
●In recent times
○Health promotion
○Environment
○Education (literacy, stay in school, etc.)
○Economy
○Other issues like human rights, anti-racism, family violence, etc.
●Health Promotion Strategies at Health Canada
○Use same techniques as companies use in the commercial sector to solve a social issue
○Deliver health promotion messages to specific populations
○Help individuals make decisions related to maintaining and improving health and well-being
○The beginning of health promotion was in the 1970s
■Lalonde Report 1974
●“A New Perspective on the Health of Canadians”
●Lifestyle physical social and economic environments are important too
●Influential in shaping broader ideas in Canada and internationally
●Should the government be in business of:
○Modifying human behaviour?
○Marketing social change?
■Participaction (1972)
●Program to battle exorbitant healthcare costs
●Launched before Lalonde Report
●First federal government-type program whose mandate was to improve the health of
Canadians
●Groundbreaking campaign that put physical activity on the map in Canada
■Dialogue on Drinking (1976)
●About drinking in moderation
●First campaign whose goal it was to change behaviour
●Was not connected to drinking and driving
○1980s: Social Advertising becomes institutionalized
■Regulated, boards set up, rules to follow
■Creation of a Social Marketing Unit (1981)
●To collaborate with program managers to develop multi-faceted social marketing
campaigns
●“To inform, educate, and encourage Canadians to make proactive changes in their
behaviours for the betterment of themselves, those they care for and for their community”
■Generation of Non Smokers (1981)
●First phase was tv commercials that promoted a positive image of non smokers
●Goal of the program was to generate a generation of non smokers
●Target audience were teenagers who hadn’t started smoking yet
Document Summary
Other issues like human rights, anti-racism, family violence, etc. Use same techniques as companies use in the commercial sector to solve a social issue. Deliver health promotion messages to specific populations. Help individuals make decisions related to maintaining and improving health and well-being. The beginning of health promotion was in the 1970s. A new perspective on the health of canadians . Lifestyle physical social and economic environments are important too. Influential in shaping broader ideas in canada and internationally. First federal government-type program whose mandate was to improve the health of. Groundbreaking campaign that put physical activity on the map in canada. Was not connected to drinking and driving. First campaign whose goal it was to change behaviour. To collaborate with program managers to develop multi-faceted social marketing campaigns. To inform, educate, and encourage canadians to make proactive changes in their behaviours for the betterment of themselves, those they care for and for their community .
