How to make a cultural change happen to a large audience
Sometimes you need a large number of people to behave in a new way. This is called a cultural change. Just about the best example I can give of this is the recent campaigns to stop people smoking. The overall thing that the anti smoking lobby wanted to achieve was to make a culture where smoking was socially unacceptable.
Looking at this from a media and marketing point of view you can apply basic tools to the “non smoking” product. Let me introduce you to the adoption life cycle.
- unawareness of the product
- awareness of the product
- belif in the product or solution
- attitude to view product favourably
- intension to commit to product
- commitment to product
If you want people to do something new, then you have to help move them along the 6 point adoption cycle
What marketers do is segment their target demographic into these groups, Specific tactics can be employed to address each group. Target the bottle necks if most people dont know about the product then educate them (1 to 2), for those that know about it instill a belief in the products effect (2-3), and so on.
This method was used to make drink driving socially unacceptable, to increase sales of ipods and to rebrand the conservative party
The crazy thing about marketing the “non smoking” product is that exactly the same tactics were used to market somking to us in the first place.
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