ABSTRACT

The social marketing campaign is a value-laden communicative process aiming to change individual behavior and public policy. Due to its normative nature and implications, this process has to be assessed for its ethicality. The existing evaluative matrices focus on corporate marketing, largely neglecting the public value aspect that nongovernmental organizations promote through social marketing campaigns. The integrative model proposed here assesses the ethicality of social marketing campaigns by non-profits. Its theoretical framework draws on Rawls’s concept of veil of ignorance . The model is tested on the “I Stand with Planned Parenthood” campaign, demonstrating that it qualifies as an ethical campaign, even though some elements raise important questions.

摘要

社交营销活动是一个充满价值的沟通过程，旨在改变个人行为和公共政策。由于其规范性和含义，因此必须对其过程的道德性进行评估。现有的评估矩阵专注于公司营销，很大程度上忽略了非政府组织通过社会营销活动促进的公共价值方面。这里提出的整合模型评估了非营利组织进行社会营销活动的道德性。其理论框架借鉴了罗尔斯的无知面纱概念。该模型已在“我有计划生育的立场”运动中进行了测试，表明尽管有一些因素引起了重要问题，但该模型符合道德运动的资格。