CAPTURING THE RIPPLES: ADDRESSING THE SUSTAINABILITY OF THE IMPACT OF SOCIAL MARKETING

Authors

  • GIDEON ARULMANI University of Portsmouth and Canterbury Christchurch University
  • AGISA ABDULLA Bluemoss

DOI:

https://doi.org/10.24234/miopap.v6i3.131

Abstract

This article reports the development and implementation of a social marketing campaign that was designed to address the interactions between employment seekers and employment providers in the Republic of Maldives. The campaign was implemented in an environment of negative mindsets among young peopletoward skill–based training and occupations. This in turn has resulted in employers preferring an expatriate workforce, leaving large numbers of Maldivian youth unemployed. Social marketing was used as a device to valorize the notion of work and career by promoting affirmative and positive attitudes toward work. A part of the overall strategy was a career counseling program which followed the campaign to build on this valorizing effect and provide a contextually grounded structure and system for making effective career choices.

Author Biographies

GIDEON ARULMANI, University of Portsmouth and Canterbury Christchurch University

University of Portsmouth and Canterbury Christchurch University, United Kingdom The Promise Foundation, India

AGISA ABDULLA, Bluemoss

Bluemoss Consultant, Singapore

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Published

2014-12-12

How to Cite

ARULMANI, G. ., & ABDULLA, A. . . (2014). CAPTURING THE RIPPLES: ADDRESSING THE SUSTAINABILITY OF THE IMPACT OF SOCIAL MARKETING. Main Issues Of Pedagogy And Psychology, 6(3), 15-29. https://doi.org/10.24234/miopap.v6i3.131

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Articles