Strategies of social marketing in raising awareness about social protection

[T. Panajotović]

Društvene nauke / Oranizacione nauke Social sciences / organizational sciences

Globalni procesi ekonomskih i društvenih promena i rast broj siromašnih i socijalno ugroženih pojedinaca i porodica su intenzivirali potragu mnogih zemalja za odgovarajućim načinima poboljšanja socijalne zaštite. Nove potrebe koje zahtevaju nove vidove, usluge i isporučioce socijalne zaštite su relevantne i za Republiku Srbiju. Visok nivo društvene svesti o potrebama i problemima sa kojima se suočavaju socijalno ugrožena lica je snaga jednog društva koja odražava ponašanje koje vodi jednakosti i njihovoj socijalnoj inkluziji. Analiza relevantne literature je ukazala da su tehnike uticaja na ljudsko ponašanje mnogobrojne, i da se značajni potencijali ovog uticaja pronalaze u socijalnom marketingu. Nalazi dosadašnjih istraživanja su ukazali da su istraživanja značaja i uloge socijalnog marketinga u razvoju socijalne zaštite i u povećanju svesti o socijalnoj zaštiti skromna, uprkos njegovim mogućnostima. S toga se pretpostavilo da strategije socijalnog marketinga mogu biti osnovu za razvoj socijalne zaštite u Republici Srbiji. Za testiranje postavljenih hipoteza sprovedeno je istraživanje na uzorku organizacija državnog i nedržavnog sektora u sferi socijalne zaštite u Republici Srbiji. Istraživanje je potvrdilo postavljene hipoteze. Osim toga ponuđeni su model strategija socijalnog marketinga u povеćanju svesti o socijalnoj zaštiti i model plana kampanje socijalnog marketinga u povećanju svesti o socijalnoj zaštiti u Republici Srbiji. Model strategija socijalnog marketinga je tip integrisanog modela koji je prožet holističkim i strategijskim pristupom. Zasnovan je na preventivnim i reaktivnim strategijama, a usmeren ka marginalizovanim grupama. Model plana kampanje socijalnog marketinga je orijentisan na interese društva u celini i zasnovan na oglašavanju kao optimalnom alatu za podizanje svesti o socijalnoj zaštiti. Sve strategije socijalnog marketinga treba da imaju proaktivni karakter. Tek tada se može očekivati da nivo kolektivne svesti u Republici Srbiji demonstrira zdravo društvo u pogledu tretmana nejednakosti i diskriminacije. Na tom putu je neophodno angažovati sve snage, jer pojedinačne intervencije ne mogu doneti dugoročne koristi.

Global processes of economic and social changes and the growing number of poor and vulnerable individuals and families have intensified the search of many countries for appropriate ways to improve social protection. New needs that require new types and services of social protection, as well as new service providers are also relevant for the Republic of Serbia. A high level of social awareness of the needs and problems faced by vulnerable people is a strength of society that reflects behavior that leads to equality and social inclusion of a vulnerable people. The analysis of the relevant literature indicated that the techniques of influencing human behavior are numerous, and that significant potentials of the influence are found in social marketing. The findings of previous research have indicated that research on the importance and role of social marketing in the development of social protection and in raising awareness about social protection is modest, despite its possibilities. Therefore, it was assumed that social marketing strategies could be the basis for the development of social protection in the Republic of Serbia. To test the hypotheses, a survey was conducted on a sample of the organization of the public sector and the organizations of the non-public sector in the field of social protection in the Republic of Serbia. The research confirmed the set hypotheses. In addition, the model of social marketing strategies to increase social protection awareness and the model of social marketing campaign plan to increase social protection awareness in the Republic of Serbia were offered. The social marketing strategy model is the integrated model that is imbued with a holistic and strategic approach. It is based on preventive and reactive strategies, and is aimed at marginalized groups. The social marketing campaign plan model is oriented to the interests of society as a whole and is based on advertising as an optimal tool for raising social protection awareness. All of the social marketing strategies should be proactive. Only then can it be expected that the level of collective consciousness in the Republic of Serbia demonstrates a healthy society in terms of treatment of inequality and discrimination. It is necessary to engage all forces on that path, because individual interventions cannot bring long-term benefits.

socijalni marketing, socijalna zaštita, svest, strategije, marketinška komunikacija

social marketing, social protection, awarenes, strategies, marketing communication

UDK=658.8:364(043.3)

V, 325 str.

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