A Case study on social marketing


Campaign for the promotion of social development and social awareness is one of the prime objective of non-profit organisation in the society. The support campaigns are for the development of the society from the habits and practices performed. Following work in the report help us to understand the background of a specific campaign used for the bringing in upliftment of the awareness in the people to avoid drink and drive. The support of the campaign is to provide the youth and the elder of the society proper awareness regarding the healthy habit of not drinking while driving.

Background of the campaign

The plan B drinking campaign began in the year 2012. The prime objective of the plan is to make the youth and the adult of the organisational society understand the proper choice after party to reach home safely (roadsafety.transport.nsw.gov.au, 2017). Plan B provide positive approach design to engage methods and alternative arrangements for the people who get highly drunk to the home safely. The support of the Plan B is to make arrangements in terms of crisis of transport elderly drunk people. The campaign emphasizes that the random Breath Testing operation anytime and if proven high then they are advised not to drink and drive. The awareness of the campaign, the plan B in the year 2015 3.4 million random breath tests were conducted by the police in Australia alone where, 90% of the drivers were all drunk and which caused most of the rural area accident. It was evident from the test conducted by the organisation camp that most of the drunk drivers who indulge in fatal accidents were between the age 17 to 24 nearly 33% of the total youth population of Australia. 27% of petrol prices in rural areas involved drunk drivers and 28 to 20% of the fatal accidents in NSW includes driving while drinking as a prime factor (roadsafety.transport.nsw.gov.au, 2017). Including all the awareness programs the plan B provides humorous options to the people who get drunk easily to make them feel easy to choose for a better appropriate plan to reach home safely. Filmfare 2012 Plan B have affiliated 131500 taxi information for the better services towards di drunk people in the society of Australia in providing them safe journey to home.

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Aims and objectives

Each and every campaign in society have in specific to the calls and the reason behind the providing of the campaign. The prime aim and objective of plan B is to help. Originated in 2012 after a survey disclosed that in the society of Australia, people getting drunk in parties and driving in an unsafe manner to their home caused 1000 of fatal accidents taking Lives of many. The prime aim of the campaign the plan B is to provide support to the people who get highly drunk and faces problem in reaching home safely.

Objectives of the Campaign

  • To identify the prime reason to get high at a high level
  • To promote overall reduction in the Road toll
  • To promote alternative transport option and to empower drivers to make the people have safe journey to home
  • Maintaining Awareness of RBT police enforcement

Evaluation of the campaign Plan B

With the emergence of the campaign the plan B nearly 75% of the target audiences understood the core message of not drinking before driving (roadsafety.transport.nsw.gov.au, 2017). It is evident that the campaign result showed 80% of the young male driver considered the plan to be believable and worth listening to. Since, the beginning of the campaign near about 80% of the people in the society of Australia have trusted the campaign and began to make the campaign a role model to support not drinking befor

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