การใช้หลักการตลาดเพื่อสังคมในการสื่อสารเพื่อป้องกันการฆ่าตัวตาย / สิริพร มีนะนันทน์ = Social marketing in suicide prevention communication / Siriporn Meenanan
This qualitative research has a purpose of studying about a suicide prevention communication under marketing for society by analyzing 4 related documents in suicide prevention campaigns in the foreign countries.The result of the research has discovered that a suicide prevention communication project in the foreign countries’ aspect has been categorized the target group into two main groups which are the risk group and those who have a close relationship with a risk group. A risk group is adolescence. And a close acquaintance group consists of parents, families, friends, teachers and school staff members. The target behaviors of this project towards a risk group expect them to share their stories or experiences through the website created for a project and to openly express their pressure inside to their close companion. While the target behavior of a close acquaintance group are to be willingly listen to a risk group’s problems and then seeking the way to solve those problems. In a case that a risk group is not a member of their families, the target behavior is changed to be delivering the problems to a risk group’s families. A suicide prevention communication project mainly focuses on being a connection for adolescences to have a positive reaction in the society. Secondly, to inform a new idea that suicide is not supposed to be kept in secret. Thirdly, to show them that seriousness and being under pressure are normal and every person could possibly face them. Finally, to create an equality for all genders and races. These are developed by studying basic information which contains statistic data and previous researches. A concept of social products shows that the core products are hope and awareness. The actual products are sharing the experiences, having interaction, giving an advice, and listening to the problems. And augmented products are knowledge, a space to express their feeling, also a place to receive suggestion. A concept of a price shows that a target group will have to spend their time writing or posting messages on a website. They need time to try to understand and memorize all of the necessary information. Nevertheless, they need time to write down their emotion expression or questions that need to be advised. The place for such activity is found in a form of website. Every project has their own website for a target group to access their social products. About the marketing, a project employs messengers who have either direct or indirect experience about suicide, including celebrities and well-known people. For the containing detail, they communicate through words to convince a target group to realize about those previously shared experiences. They rely on messages of a project, along with promoting the website and a project hotline. They deliver information through many media channels which are television-radio, printing media and Interactive PSAs.
