SOLUTION: social issue and organisation | My Assignment Tutor

Social (Change) Marketing Harman singh University of Lethbridge Submitted to- Professor Michael Basil 1. Introduction to social issue and organisation The purpose of the report is to analyse one of the social issues that is also considered as wicked problem. This analysis leads to offering a plan addressing this issue, but the selected issue is tobacco use. Use of tobacco is one of the Major causes of heart disease, cancer, lung disease, stroke, chronic obstructive pulmonary disease, diab etes. Moreover use of tobacco or smoking is also responsible for risk for tuberculosis, problems related to immune system, certain Eye disease and includes rheumatoid arthritis. According to world health organisation tobacco consumption has leading cause of death and illness and key measures must be taken to reduce the demand for tobacco (who, 2021). In the organisation that will consider as part of the plan for involving in efforts in order to implement the plan is non-smokers rights Association. This is a non-profit health organisation that has been responsible for tobacco control efforts in Canada for over 40 years. The Association was founded in 1974 in Toronto initiated as a small volunteer group that was purposefully created for achieving clean air for specifically non-smokers (nsra-adnf, what-we-do, 2020). The objective of this plan is to decrease the percentage of tobacco use In Canada. The current statistics represent that in 2018 roughly 4.9 million people that is 15.4% of Canadians who are aged 12 or above smoke cigarettes either on occasion or daily basis. The smokers might have reduced from 2015 to 2018, however large population has found to be consuming tobacco that needs to be reduced. The second hand smoke is largely impacting population health concern, which must be reduced with this plan (canada, 2020). The purpose of the campaign is to increase awareness about harmful impact of tobacco among teens, and increase awareness about consumption of second hand smoke intentionally or unintentionally. The focus of the campaign will be to not exactly telling what to do, but to share real facts, real stories and let individual make their own decision regarding tobacco consumption. The real cost of tobacco, dip, cigarettes and Vapes will be presented. Sting smoke-free will be promoted. However the areas of focus will be solution oriented that is providing steps taken by smokers to quit smoking and stay smoke-free. 2. Situation analysis Non-smokers right Association as identified is non-profit health organisation in Canada working for smoke-free environment. The organisational key resources leads to tobacco control groups and information sources. This includes Canadian counsel for tobacco control, action on smoking and health, health Canada and various international links like World health Organisation, tobacco BBS, Journal of tobacco control. The company‘s expertise of working towards controlling tobacco for last 42 years. The mission of the company is to promote public health and also eliminating the death cost and illness caused by tobacco that also includes second-hand smoke. As identified, the support to the organisation is quite appropriate, where the information source is correct considering the national and international authorities. Moreover the company‘s current alliances Like smoking and health action foundation reflects company strength and internal affairs (nsra-adnf, what-we-do/what-is-shaf, 2020). Strength • Relevant source of information from national and international resources and associations • Expertise for last 42 years for tobacco control (nsra-adnf, resources, 2020) • Association with non-profit health organisation that is working towards public policy research and offering education designing for reduction of tobacco resulted diseases and death (nsra-adnf, news, 2020). Weakness • Lack of public interest because of awareness • Difficulty in gaining attention of youth, where service seems to represent increasing population of Canada initiating smoke either occasionally or daily External forces The external environment of non-smokers rights Association Represent the forces like demographic, economic, legal, external public, technological and cultural forces. These forces might act as opportunity or threat for the company Environmental opportunities External public and political or legal environment act as opportunity as government support to such associations for overall reduction of tobacco use in the country is quite high. Therefore appropriate use of legal laws and regulation related to tobacco use and second-hand smoke is easy. Technological factors may also act as opportunity, because of increasing technology and increase in opportunity for the company to distract and educate people about harmful impact of tobacco Environmental threats Demographic factors act as major threat for the campaign, as the changing consumer behaviour, increase in E-cigarette trends (nsra-adnf, key-issues, 2020) Economic environment also act as threat, as financial requirement is higher to implement such campaigns. Prior and similar efforts that are noteworthy include education among youth using social media platform, technology in order to reach out maximum people with regard to actual statistics, real stories and harmful effects of tobacco consumption among people. Moreover encouraging people to quit smoking, helping them quit smoking with appropriate measures taken are also part of prior efforts. 3. Behaviour objectives and goals Behaviour objectives From this campaign and plan the major influence that is willing to observe among the target audience is increasing awareness about tobacco free city, quit smoking, restricting smokers to consume tobacco or smoke in public to avoid second-hand smoke. Knowledge objectives The knowledge objectives from this campaign are education related to tobacco use, health issues, health concern because of the consumption. Moreover people must know with this campaign how to initiate to stop smoking, how to quit smoke, where to reach out for help for quitting smoke. Belief objectives From the campaign it is important to make target audience believe that they could easily quit smoking and quitting smoking is not a one-day process, but it is a practice that an individual must do every day. Goals The calls that are identified from this camping are reducing number of population in Canadians that smoke cigarettes from last statistics of 4.9 million people to minimum off 3% decrease. 15.8% of Canadians were found to smoke cigarettes; the goal is to reduce it to 13% (150.statcan.gc, 2019). Other potential target goals are increasing awareness among youth regarding health concerns because of tobacco consumption, behaviour towards smokers and encourage them to quit smoking, increase in number of quitters when it comes to smoke. 4. Barriers, benefits, motivators and competition Barriers Addiction to tobacco Lack of awareness Lack of trust among real stories or statistics Benefits Quit smoking for good Improve health concern specifically for second hand smoke Understand real cost of tobacco consumption Motivators Understand where to reach out to get help for quit smoking Products like Various chewy gums health in quit smoking Closed one health due to 2nd hand smoke Competition Alternative behaviour could be Shift to other tobacco products after quit smoking Benefits to audience is increasing awareness, easier to look for help for quit smoking Cost to audience for associated behaviour goal is getting treated to avoid addiction from smoking 5. Select target audience and influential others To primary target audience are based on firstly demographic customer segmentation. The major purpose is to increase awareness among youth to avoid smoking in near future. Youth is the future generation, and most proportionate population of the country, that must be aware about health concerns which tobacco consumption. Considering lifestyle as another segmentation basis, it can be said that the target audience will be working people. It has been identified that people with increased stress in their lifestyle are largely consuming tobacco products or smoking. The campaign will be focusing on such people and related behaviour. Additional audience The additional audience that could influence are tobacco retailers, tobacco manufacturers with appropriate packaging offering awareness about health concerns. Hospitals, doctors and nurses are also some of the influencers encouraging people to quit smoking and tobacco consumption. Influential others For desired behaviour the target audience to listen, watch or look up the campaign are relatives, friends or family of the smokers, tobacco consumers. The current state of mind of the target audience for desired behaviour is that there will not be a harmful impact if they consume tobacco products in Limited quantity. However the desired behaviour is to increase awareness and the harmful impact of even a small size or quantity of tobacco consumption. References 150.statcan.gc. (2019). Health Fact Sheets Smoking, 2018. Retrieved from https://www150.statcan.gc.ca/n1/pub/82-625-x/2019001/article/00006-eng.htm canada. (2020). health-canada/services/smoking-tobacco. Retrieved from https://www.canada.ca/en/health-canada/services/smoking-tobacco.html nsra-adnf. (2020). key-issues. Retrieved from https://nsra-adnf.ca/key-issues/ nsra-adnf. (2020). news. Retrieved from https://nsra-adnf.ca/news/ nsra-adnf. (2020). resources. Retrieved from https://nsra-adnf.ca/resources/ nsra-adnf. (2020). what-we-do. Retrieved from https://nsra-adnf.ca/what-we-do/ nsra-adnf. (2020). what-we-do/what-is-shaf. Retrieved from https://nsra-adnf.ca/what-we-do/what-is-shaf/ who. (2021). news-room/fact-sheets/detail/tobacco. Retrieved from https://www.who.int/news-room/fact-sheets/detail/tobacco