The other day I got my hand on a flyer by Dar Al Shifa raising awareness of H1N1. Now, dont get me wrong or take this post as bashing the people at Dar Al Shifa Kuwait, but something about that campaign had bad marketing written all over it.
I love societal marketing. Any marketing for the greater good is something I support with ten fingers (Arabic expression. sorry, got lost in translation), but this campaign was just poorly done.
For starters, it had an expensive 300 gm, full color paper distributed in lavish, giant paper bags. Plenty of them. Will this help people to sanitize or aid them in their next shopping spree? The goal of any social campaign is to influence public behaviour and measure it. A secondary goal could be to get corporate sponsorships / endorsements.
This campaign had neither. What good is any marketing if you cant measure it? Too bad.
Good intentions, decent budget, no marketing accountability. Another day of Bad Marketing in Kuwait.
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