Above all we must realize that each of us makes a difference with our life. Each of us impacts the world around us every single day. We have a choice to use the gift of our life to make the world a better place - or not to bother.
(Jane Goodall)
For many people, ‘pro-social behavior’ may appear as an empty and inflated cliché. Nevertheless, pro-social behavior may be virtuously simple, starting with basic day-to-day comportment – such as holding doors or helping an old woman up the stairs – and continues to volunteering or charity donation in form of money, food, or old clothes. Recycling or buying fair-trade products might be another everyday example. In general, pro-social behavior is any selfless, kind, and altruistic act, which would not benefit us – at least not in a material sense – but especially some other person, the whole community or the whole world. However, the personal benefit for each of us may lie in an elevating feeling of inner satisfaction, resulting from a contribution to public good.
Recently booming sector of pro-social advertising, social marketing, and public service announcements (PSAs) is here to help with a necessary social change. Social marketing, often impugned and underestimated tool of social and environmental improvement, can be defined as “selling of socially and personally positive behaviors to ensure or improve one's health or safety” (Harris, 2004, p. 335). Despite many potential obstacles to effectiveness and to a more tangible impact of pro-social advertising, certain positive effects have been proved. According to Richard Jackson Harris, professor of Psychology at Kansas State University, the positive effects of social marketing and media campaigns can be divided into five main areas.
Firstly, pro-social media help to boost awareness on important social, public, environmental, and health issues. Secondly, a cumulative exposure draws the attention of the community to particular problems and thus may increase receptivity of the public regarding the given issue. The next positive consequence lies in a “stimulation of later conversation with one's family, friends, or doctor.” Even though the resulting positive behavior change might not be caused directly by the advert, at least it helps with arousing a discussion. The fourth effect is providing a stimuli for further exploration of the topic and for seeking additional information. Finally, the pro-social marketing is able to emphasize and strengthen the already existing positive attitudes and behavior. (Harris, 2004, p. 339-341).
PSAs are particularly important in the area of public health. The history offers many examples of their effectiveness, especially in the area of so called ‘civilization diseases,’ such as lung cancer resulting from smoking, obesity, or high blood pressure. An interesting illustration coming from the US can be found in a Christopher Byron’s article, also published on this blog: “When broadcasters were required to air one anti-smoking ad for every three cigarette ads, the smoking rate decreased so markedly that the cigarette industry decided to stop advertising on TV altogether – and a few years later Congress made cigarette ads illegal” (Byron, 2007).
The main difference between commercial and pro-social advertising is that the latter is trying to make us think, ponder over the current world problems and eventually to help, while the primary aim of the profit-making ads is to influence or persuade for a purchase. It is an area which deserves to be in a limelight of the public interest, in order to stimulate a productive discussion, followed by a proper action. According to Osocio (http://osocio.org), a phenomenal blog devoted to pro-social advertising, such ads and campaigns should be appreciated and celebrated. What do you think?
List of References:
Byron, Ch. (2007). AIDS Awareness: Smokey and the Cell Video – the Personal Public Service Announcement. NowPublic – Crowd Powered Media. Retrieved December 25, 2008 from http://www.nowpublic.com/culture/aids-awareness-smokey-and-cell-video-personal-public-service-announcement-0
Harris, R. J. (2004). A Cognitive Psychology of Mass Communication. Available from http://www.questia.com/read/104643229?title=A%20Cognitive%20Psychology%20of%20Mass%20Communication
Opening Quote. (2008). Positive Communication. Retrieved January 7, 2009 from http://marcomblog.web-log.nl/
