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264 CHAPTER 11 ■ Socialism Meets Social Marketing

Messengers
SOMARC employed interper-
sonal communications (and
messengers) to the greatest de-
gree possible to address the diffi-
cult challenge of changing the
target’s long-standing, closely
held beliefs and misconceptions
about reproductive health. One-
on-one conversations between
target consumers and individuals
representing trusted profession-
als, friends, and key family deci-
FIGURE 11-4 Producing Red Apple TV Advertising sion makers were modeled in
Photo by chapter author Red Apple advertising in addi-
tion to the execution of a broad
set of tactics designed to stimu-
late structured peer conversations/
counseling.
SOMARC worked extensively
with the newly formed and rap-
idly growing nongovernmental
organization (NGO) community
to determine which NGOs had
access to target audiences and an
institutional interest/ability to
organize seminars and peer
counseling efforts. The following
represents a sample of the types
FIGURE 11-5 Producing Red Apple TV Advertising of organizations and efforts
Photo by chapter author SOMARC used to implement its
interpersonal communications
efforts.

Association of Business Women of Kazakhstan
The association worked with consumers, media, other NGOs, and government
to improve the status and chances for successful business careers of Kazakhstani
women.