BIG Values in Social Marketing

In social marketing, address what people really care about and the BIG values that people hold.

BIG benefits are derived from appealing to BIG values:

1. Love
2. Recognition
3. Pleasure
4. Health
5. Success
6. Security
7. Power
8. Positive self image
9. Social Acceptance
10. Comfort
11. Freedom
12. Peace of mind
13. Status
14. Adventure

Whatever you are selling, think about how to frame the message to address one of these values.

In my social marketing class, the instructor asked us each to fashion a message concept encouraging straight young men to use condoms.  

I was assigned #3 - Pleasure:  "Squeezing some lube inside the tip of a condom before putting it on feels even better (juicier) than not using one at all."

The classmate assigned to #1 - Love, came up with the message concept:  "If you love her, then you'll use one."  (Yikes, what if he doesn't love her?  What would motivate him to use one?)

Another classmate came up with:  "If you carry them, then you'll get some." (#5 - Success?)

#13 - Status:  "How many condoms did you go through this year?"

#4 - Health:  "Stay healthy for your future partners (picture of an older man with a hot, young wife)"

#10 - Comfort:  "If you're always stocked, then you'll never have to go out in the cold in the middle of the night to get one."