good morning to all
Well , today I am very
happy to be here in my alma mater
the udlap presenting a sum theme
importance and enormous benefit of
each one of us as individuals
but above all as a society
a subject that I’m passionate about and this is the
social marketing
social marketing works change
change of perceptions change of
behaviors and finally change of
habits in an individual in a society
and why then to improve our
quality of life
How many behaviors do we have each
day or how many habits are we going
developing that finally are not the
appropriate and there is a world of habits and
behaviors
here some this is a subject that already
is our most resolved
society
wearing the safety belt was not a
habit was not a subject many years ago
now it is
however on issues of I see problems
vials
right now what would be the most serious
outside and handle and is doing
a cause of death
good mexico has indices nothing
presumed on obesity issues and
overweight and experts say that
working on two behaviors
consumption of healthy food and
physical activation 30 of 30 minutes at
day you can reduce campaigns
anti-tobacco anti-alcohol campaigns
save water and so there may be a
world of topics in which the
marketing can intervene in a manner
integral which is what we have been
taking in mexico
much social advertising to the best and the
advertising only helps us
awaken a little to give us a little
Chinese information
then it’s not enough in a
intervention to be able to change the
habit
there are countries like russia australia
england even england has a
national center of social marketing
that gives cross-cutting support to all
other areas of government where the
social problem is the
behavior of the individual
in Mexico we are starting with
comprehensive interventions
however good still we could
grow a little more
today I would like to talk about this topic that
maybe it’s the one that brings the most index to
worrying global level for our
country
obesity epidemic of the 21st century according to
the world health organization a
subject that not only afflict mexico
however in Mexico it is one of the
countries with more obese people in the
world
seven out of 10 adult Mexicans
we suffer from overweight or obesity because
supposed
we bring behaviors that are not
suitable among them the consumption of
sugary drinks a Mexican consumes
163 liters of soft drink per capita at
year according to the national institute of
public health and that’s a subject too
cultural
the subject that we like the drink
sugary and we prefer it over the
simple water consumption and that’s what
we are teaching our children by
example the one that the child gets used to
to drink a sugary drink there
experiments for example with children
Europeans where the child arrives
running sweaty and what you ask for water
simple and you give him water his face says is not
I want water because it is not water
for the then good
we bring first world place in children and
obese teenagers first place 60 by
hundred of children who suffer harassment
are obese and in both roles
both attackers obviously as
attacked and well it is that we bring
excessive distribution of both
food as junk drink
that’s what we find in our
streets and that’s what is much more
accessible to each of our children
and of us also as a society has
there have already been rules and new laws that have
prevented this type of food by
example in school cafeterias his step
but it’s not enough
australia for example if you had
national nations
what you have more available are fruits
vegetables in super presentable cones
or it is not food in terms
general healthy but good those not
is what happens in Mexico
we bring a high degree of consumption of
Fat and sodium sugar is part of the
cause of this problem and here we have
our life and she to an increase of
consumption of hypercaloric foods and
obviously a decline in practice
of physical activity and coupled with this
beliefs
the chubby child is the one we perceive
that is fine we do not even perceive it
as sick
the chubby child is the healthy child and the
that is full equipe that feed him
healthier eaten enough when
he really is a boy
experts say that the size of your
fist that size your stomach
approximately
so then a child should eat less
however this is one of the
perceptions and beliefs that
we have as a society I will invite you
to watch a video made in a campaign
in Atlanta that illustrates this very well
problematic
I do not think it’s time for my
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the means is the
there will be something similar to our reality
the issue is that we have to do something
there are two types of execution at the level
creative we can work on
benefits of adopting a new change of
behavior or also in this case
that work the consequences of a
a habit
so what is the challenge obesity and
Overweight can be prevented if it can be prevented
through working new beliefs
new behaviors changes of
habits
of course that these interventions in
Most of the cases work
governments at any kind of level
from a state or federal local
the ongs of course however my
question is whether we as
individuals we can not do something in
Our day to day
maybe public health has to come
to tell me what are the habits and
behaviors that we have to change
there are some very relevant data that we
say psychologists the experiences and
healthy eating habits in
early age will be extended in the
adolescence and adulthood
that is what we learn from young children
or what we are teaching the children
is what they will repeat in the age
adult
if the child gets used to it, he learns that
simple water is delicious
that’s what you will consume in the age
adult the same happens with the intake of
vegetables recíclate incredible that
we have children who do not locate with
name and flavor
the vegetables or a state in the southeast
Mexican where the focus groups
they said this vegetable that is like that
green largue not to be not remembered
with it went away makes you crazy goal
however the food brands
junk super partners and super
remembered good the apprentice
that early flavors are going to
influence the subsequent feeding
the experience developed pleased by
some flavors then let’s go
experiencing the flavors we want
be the favors that we are going to
experiment in the future
I bring you this this model is a model
of social marketing that we’re going to
try to adapt our life a bit
daily
Of course, in any
social marketing intervention will
requires an agent change yes it can be
public health or can be the ngo
but you can also do it
You can be a change agent in your house in
your work your school happens to have
always around a group of relatives
and friends with whom we can locate
that there are habits that we must change or
behaviors that we must change and
you have to select at least one
which is the one that most afflict us
let’s select a habit or a
behavior this habit
behavior this is a plan of
social marketing with its six
six pillars elements then
select one that you have to work
we work on incentive rewards
as well as trademarks
our promotions and they bring us a two
by one etcetera is an incentive to the
purchase
here we also have to work with
incentive rewards
what would be the rewards
incentives that we would work with the
what we want and there we do not need
market research and
qualitative research because with
they with we live every day and we know
who want as they want it under what
circumstances
let’s work on the distribution because it
consumes food and junk food
because it is widely distributed that
there is in our home or what’s in
our workplace
we have healthy food or drinks
because if the child finds refreshment in
the house is because we bought it then
it is much more accessible
consume the soda
or for example the simple water we put it
as attractive as sugar water
that is, in the glass jar
highly presentable maybe not
We are not giving promotion value
as well as at institutional level can
have campaigns in the mass media
alternative and now digital
here we can also work with
messages inside the place where
I develop messages every day
example like that the vegetables are
delicious or that simple water is
highly moisturizing and refreshing and that
the delicious simple cold water are
messages that support allied behavior
and obviously we need allies
institutions organizations all in
set for the same theme allies in
your home mother who could
being your first ally to the best is not your
husband the eldest son
why because he is the one who is most
willing to change
the one that has greater facility to believe
this new message will have to be your
first ally so that together
go for the last one that is the one
It could be the one with more
resistance that change
let’s go first for the easy ones to
that then together we work with
social pressure with group question
to work a change of
behavior and obviously rules
regulators as well as now the
anti- tobacco campaigns have to walk
much going to an area to be able to smoke and
so then 12 cigarettes are reduced
every day in each individual like that here
we need a rule that regulates the
consumption is that you eliminate it to the best of
your view but that regulates is in a
balance this type of consumption and you should
have rules at home or at work
or in the family
with these six elements the
Social marketing aims to break that
resistance that we have to change
the change is a process can not be a
event and look start from that
we recognize that there is a problem since
that you begin to recognize if I stop hbo
to stop or lower alcohol consumption by
example we can increase the simple water
or many times the segments of men
the truth of the vegetables theme is not
your theme
good how do I go to work this
new change in my life
then we go to stage 2 when there is
a group that is already willing to
adopt a change and then start to
take actions
ie the weekly shopping and no longer
not only do we have what
we usually buy if we do not go
increasing that food consumption
healthy
we started making small changes to
that then begins to change the
behavioral behavior and in the long
term is maintained and then it
It becomes a habit then to change a
behavior and finally change a
habit is not an event is a process
that can sometimes last for months and even
years
but it is not impossible if we continue to
erreka times and you have to go back to
continue
then I would ask would be what
habits better in my life with the life of
what I want
we have asked ourselves that ever I
my great message or what I would like
to work with you today is
you can be an agent of change
start there
thank you very much
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