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Behaviour-change marketing through everyday products

Using everyday FMCG products which men buy to subtly change their attitude towards women in areas of high violence..

Photo of Sandiip Saravanan
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From the time we wake up to the time we hit the sack, we use multiple products on a daily basis without giving them a second thought. Why not use these everyday items to promote the messages of respect for women, standing up against women-violence. For eg: - How about a subtle visual cue on the above messages in the toothpaste, brush, soap you use daily without a second thought. Am not talking about the gory images as in cigarette packs, but something very subtle, which would make a would-be-rapist rethink the consequences - from an empathy point of view or penalty point of view.

Though we may not consiously look at these messages everytime we use them, they do get processed subconsciously ( We consciously process only 20-30% of the daily inputs). And messages which get recorded can drive behavior change - if done right. 

More importantly - this provides an opportunity for brands with all their marketing and financial muscle to get involved. Think of the impact we can make if we get the FMCG brands like Unilever, P&G, etc to rally around this cause through their product lines - products which are used by Billions in both developing and developed markets; products which definitely are in the reach and being used by would-be rapists. 

Update: Added an example of a marketing initaitive done by Coke for WWF  on the environmental cause..

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Photo of Meena Kadri

Great thinking, Sandip. When I spend to years living in India, I remember hearing about an NGO who were working to raise awareness on HIV. One of the big groups they were keen to target was truck drivers. They realised that they all used shaving equipment – and added messaging to shaving items (not through their producers – but added at outlets in shops which truck drivers frequented) Will be interesting to think about the various opportunities for messaging on FMCG's for our upcoming Ideas phase.

Makes me wonder what kinds of supplementary research folks could do which would lead to further insights to support our creative thinking on this topic (interview consumers? interview shop owners? Find out what FCMG's have done on social messaging to date?) Looking forward to what you all might come up with to enrich this avenue of exploration!

Photo of Sandiip Saravanan

Good point Meena - should raise it as a topic interviews too.. I just added in an example done by Coke

Photo of Meena Kadri

Just remembered this too: http://www.randomspecific.com/edible-branding-reaches-millions

Photo of Sandiip Saravanan

Haha..what a campaign! That's some really smart marketing

Photo of Anne-Laure Fayard

Great post Sandiip.

You might also looked into the Gilette's campaign: http://www.openideo.com/challenge/womens-safety/research/soldiers-wanted
What I found interesting is that they did some research upfront before coming up with this campaign; they challenged the image of the macho man that could be associated to Gilette; they created a dialogue with women and worked in partnership with NGOs to educate; while still building their brand image and getting a benefit out of it.


The edible branding reminded me of this other one: http://www.huffingtonpost.com/2012/01/12/braille-burgers-wimpy_n_1201622.html

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