Designing advertising campaigns in light of the entrance of the seven doors of social marketing to promote the values of citizenship

Mostafa, Abeer Hassan Abdo; Abo Donia, Samar; ElTalony, Engy Mohamed Fathy Awad

doi:10.21608/mjaf.2022.159183.2830

Designing advertising campaigns in light of the entrance of the seven doors of social marketing to promote the values of citizenship

Document Type : Original Article

Authors

¹ Advertising department-Faculty of Applied Arts-Helwan University-Egypt

² Faculty of Applied Arts- Helwan University - Egypt

³ Advertising Department- Faculty of Applied Arts - Helwan University

10.21608/mjaf.2022.159183.2830

Abstract

Abstract:

Social marketing is one of the areas worthy of attention, as it is concerned with issues and problems related to the life, health and well-being of citizens, especially in developing countries. On the one hand and society on the other hand, in order to achieve the public interest by preparing effective and purposeful advertising campaigns, which is an important way to reach the largest segment of the target audience and achieve the desired effect. Through changing awareness, attitudes, beliefs and behaviors, and one of the most important issues that occupy governments in their development programs is how to enhance the values of citizenship for the Egyptian citizen by modifying or changing the current behavior to enhance the different values of citizenship.

In order to overcome the obstacles facing the process of social change that is required to promote those values, the “The Seven Doors Social Marketing Approach” must be studied, which is one of the main directions in social marketing theory that focuses on overcoming the barriers and overcoming the obstacles facing the process of social change. It makes the public or the citizen able to achieve their aspirations and desires for health, security, and the sustainability of the future. It clarifies every step or obstacle as a door that we must open in the context of raising awareness; To achieve lasting social change. It is possible to benefit from this approach, on which the study depends, to identify the steps of designing advertising campaigns in order to change the ideas and trends of the target audience, as well as their behaviors towards strengthening the concept of citizenship, and knowing the impact of advertising campaigns whose purpose is to influence the target audience, and this is the subject of our research.

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