Social Marketing Plan

Background:
In 2014, International Nutrition Development said that 40 to 50% Pakistanis were living below
the poverty line. Poverty had gone from 34 per cent in 2007 to 40 per cent in 2012 and now 50%
in 2013-2014. Poverty is a curse to society and if its not helped, it drags nations to destruction.
Most of the poor people in Pakistan are stuck in vicious circle of poverty. Most of the population
living in rural and smaller cities of Pakistan has to suffer from several domestic problems which
keep them from working towards an improvement towards life. Few main causes of poverty in
Pakistan include:
Hunger and lack of food

Poor sanitation and unhealthy habits
Unemployment
Over population
Domestic issues mainly in rural areas
Lack of education
Ineffective government policies
Most of these people are stuck in the vicious cycle and do not realize that they can help improve
their life situations. They never get time to look beyond these issues in order to bring some
positive change in their lives and spend it to fighting to fulfill only the basic needs of food,
clothing and shelter. Moreover, a large population of Pakistan living in distant areas and smaller
villages are severely affected by natural disasters such as floods and droughts which adds further
drags them deeper into poverty.
Lack of resources, more population lack of investment in education lack of awareness
gender disparity, unhealthy lifestyle, more diseases, more crime, limited availability of food
lack of resources and higher population
There has to be an intervention from outside in order to bring change and break this cycle of
poverty. Here education is the main agent to change and it can trickle down effects to bring
healthy habits, empower women, reduce population and thus leading to fewer people sharing
limited resources and improving quality of life.
Purpose ad Focus:
The purpose of Live Better is to improve standards of living by reducing poverty and enabling
people to take control of their lives through better education, better agricultural productivity,
women empowerment, disaster management and making people stand for their rights.
What we do at Better Life

In order to empower people to help themselves and stand for their rights, we will educate them
on five important issues:
1.
2.
3.
4.
5.
Gender disparity
Natural disasters
Low agricultural output
Rights violation
Lack of education
The beneficiaries will not be provided any monetary help. But they will be educated on :
How they can overcome these problems themselves and that they can also take control of
their lives. They will be provided counseling sessions on the gender roles and how
females need to be helped with work and given better treatment for a better and healthier
family and also limiting the size of family to increase resources per person
how people can better manage their belongings in the times of floods and drought and
evacuate the places within time. They will be provided disaster management training
the rights that these people have on lands and will be provided a platfor to protest against
unjust violations of rights
better and more fruitful agricultural practices to increase output
There will also be sponsorship for childrens education in which a child will be admitted to
school on the expense of a donor who agrees to adopt them.
SWOT Analysis
Strengths:
Targeting beneficiaries with different needs thus catering a large market
Weaknesses:
Lack of support from government

Limited funds
Opportunities:
To expand in different areas such as help in employment generation

Large population living below povety line that needs help
Partnership with other NGOs
Threats:
Political risks involved
Government regulations
Bad economy
Other similar efforts In Pakistan

Kashf Foundation:
Kashf foundation has been providing micro financing facilities to bottom of pyramid households
to create and offer pro-poor and pro-women services and funds to improve their financial
conditions and thus improve standard of living.
Green Star:
Greenstar Social Marketing Pakistan (Guarantee) Limited was established in Pakistan in 1991 as
an affiliate of PSI and a nonprofit, nongovernmental organization. The organization's mission is
to improve the quality of life among low-income people throughout Pakistan by increasing
access to and use of health products, services, and information.
AUGMENTED
PRODUCT
Disaster
management
training
ACTUAL
PRODUCT
Child
sponsorshi
ps
Training
sessions for
agricultural
output
educatio
n
CORE PRODUCT
Better living
standards and
empowerment for the
Better
poor
agricultural
Achieving basic
output
rights
Disaster management
Counseling on
women roles and
advice on population
control
PRICE:
Monetary benefits:
Funds for education of children

Gifts provided to communities in donation
Training sessions
Non-monetary benefits:
Gender
equality
Empowerment
Better living standards
Saving of valuables during floods
More resources for each child due to reduction in population
Provision
of
platform
to stand
against
rights
violation
Non-Monetary costs:
Time given up in training sessions

Male ego given up
Domestic help from children given up
Conventional methods and ease given up in agricultural practices
Monetary costs:
Income given up from child labour

Income given up during time taken in training sessions
PROMOTION
Picture of a smiling woman will be used on the main page of
website, I the beginning or end of videos and on brochures and
banners. This image portrays a powerful woman with a lively smile.
Portraying picture of a happy and content woman is important
because women are the first one to suffer and last one to smile in a
community. If a woman is content, powerful and has a healthy smile
then it represents a prosperous community.
FOR DONORS:
Website: Most important tool for promotion of the cause to our donors will be website. Website
will have the largest reach to the donors and is the most important tool in social marketing. They
will contain information about the organization, its areas of work and a page to contact us and a
page for online donations or a ink with the account number f the organization. The website will
have to be kept updated with the activities of the organizations as its workforce count and its area
of reach.
Social Media: Social media will play an important role in the spreading of word about the
organization. Facebook will primarily be used to create an official page and event pages will be
created to attract volunteers for different training sessions. They will also keep readers updated
about short stories from the lives of beneficiaries and how the acts of the donors are helping
improve their lives.
Emails: Emails will be used to target major corporate and individual donors who will be
regularly about the activities and will be informed of the plans in near future. They will also be
invited for special events and annual reports will be sent to them attached in emails.
Online videos; online videos will be posted on video tubes and social media to inform people
about Better Life and its initiatives. Different videos will be made for each cause. One
motivational video will also be played on the educational and training sites dubbed into the
regional language.
For Beneficiaries:
Banners at site;
Large banners will be put up at the training and counseling site with the logo of Better Life. Rule
of 3 will be used with green logo and name in between, customized meesage on top right related
to education or women empowerment and in the bottom right there will be the main tag line
improve your lives. Take control. All these banners will be published in urdu apni zindagi
khud sanwaren. They will be further customized according to regional language.
Brochures:
Double fold brochures with green background will be distributed at the
sessions to provide information and contact details about the
organization and how are they helping people.
Placement:
Better Life will visit the following areas for disaster management:
Tharparker
Shikarpur
Shaheed benazirabad
Tando Allahyar
Shahdadkot
Khairpur
Ghotki
Kashmore
Umerkot
And nearby rural areas
Other areas for training and education include:
Dadu
Larkana
Sukkur
Thatta
Badin
Sanghar
Taluka Johi
Natanshah

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Background:

Hunger and lack of food

What we do at Better Life

Targeting beneficiaries with different needs thus catering a large market

Lack of support from government

To expand in different areas such as help in employment generation

Political risks involved

Other similar efforts In Pakistan

Funds for education of children

Time given up in training sessions

Income given up from child labour

Other areas for training and education include:

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