Ethics in Social Marketing and Health Communications

Notes for a Workshop at the University of Toronto Health Communication Unit Franois Lagarde January 28, 2002

Outline

Introduction Standards Ends and Means Ethical Dilemmas (Worksheets) References

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Ethics - (c) F. Lagarde

Introduction
Ethics
Typically defined as the study of standards of conduct and moral judgment. It is particularly useful to us when it helps us resolve conflicting standards or moral judgments. It is not as simple as deciding what is right and what is wrong. The toughest ethical dilemmas arise when two seemingly right principles are in conflict.
Smith, 2001
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Introduction (contd)

Do the ends always justify the means? Is some exaggeration acceptable to get your audiences attention? Are you able to answer questions, such as Who are you to tell people what to do? Have you chosen a population segment based on real needs or because it will be the easiest one for you to reach? What should you do if your results show that you have done more harm than good?
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Introduction (contd) Workshop Description

Most social marketing and health communications projects give rise to ethical dilemmas related to either the ends being pursued or the possible strategies and tactics used to achieve them. Issues are often raised during the course of a project by project managers, board members, senior management, colleagues, clients, audience members, community groups, partners, the media, opponents to the cause, or even by your friends, children or partner. This workshop will provide ways to identify ethical dilemmas and consider practical solutions.
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Introduction (contd) Please share your anecdotes/experiences on:

Actors (individuals and organizations) Offering (behaviour/action/product/program/service) Motive (from self-interest to total altruism) Audiences (intended and unintended) Context (when and where) The Act Consequences (intended and unintended) Ethical dilemmas
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Introduction (contd)

Socratic (Method) Manner of teaching and philosophizing; reaching conclusions by means of question and answer.
Webster Encyclopedic Dictionary

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Ethics - (c) F. Lagarde

Introduction (contd) Overall Objectives of the Workshop

Familiarize participants with potential ethical dilemmas in social marketing and health communication initiatives Provide participants with basic tools to identify ethical dilemmas and consider alternatives Apply these tools to initiatives Encourage participants to address and discuss ethical dilemmas systematically in their organization

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Ethics - (c) F. Lagarde

Introduction (contd)
Bias Towards Action Not a Justification for Inaction

Doing the right thing and doing it the right way

Basil, 2001

Do unto others as we would have others do unto us. How do we balance the ethical needs of [social marketing / health communications] with the power and obligation of our profession to reach and persuade?
Smith, 2001

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Ethics - (c) F. Lagarde

Standards
Marketing Standards

Be Truthful Protect Privacy Dont Model Inappropriate Behaviour Dont Be Offensive Be Fair and Balanced Avoid Stereotyping Protect the Children

Smith, 2001
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Standards (contd)
Some Principles of Participatory Communication for Social Change ...empowering people... voice...hearing about the lives and circumstances of the poor and excluded in words and terms that they themselves use. community ownership [is] present - The community itself had to be in charge of the communication initiative, even if the community had not originated it... Project appropriated by the community. communication adopt[s] different forms according to need... experiences well-established at the community level, not just onetime projects with a lifespan limited by donor's inputs. strengthen democratic values, culture and peace...reinforcing the community based organisations and allowing the majority to have a voice. Cultural identity should be central to the communication experience.
Gumucio Dagron, 2001 January 28, 2002 Ethics - (c) F. Lagarde 11

Ends and Means

Roles of Values

The official goal of the intervention tends to be accepted as a given, and the interventionists challenge is to find ways to harness workers values or the organizations culture to implement a successful intervention. The role of values in the intervention enterprise should be broadened. The definition of the problem corresponds to explanations of causality; beliefs regarding what has caused it.

Guttman, 2000
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Alternatives Definitions of Ethical

(Basil, 2001)

Ends
Good

(teleology) Bad

Means
(deontology)

Good Bad

Moral Justifiable

Righteous ?

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Worksheets

References
Basil, M.D. Teaching and Modeling Ethics in Social Marketing. Ethics in Social Marketing. Ed. A.R. Andreasen. Washington, D.C.: Georgetown University Press, 2001. 184-200. Gumucio Dagron, A. Making Waves. New York: The Rockefeller Foundation, 2001. Guttman, N. Public Health Communication Interventions Values and Ethical Dilemmas. Thousand Oaks: Sage Publications, 2000. Smith, W.A. Ethics and the Social Marketer: A Framework for Practitioners. Ethics in Social Marketing. Ed. A.R. Andreasen. Washington, D.C.: Georgetown University Press, 2001. 1-16.
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Recommended Readings
Cohen, D.A. et al. A Structural Model of Health Behavior: A Pragmatic Approach to Explain and Influence Health Behaviors at the Population Level. Preventive Medicine 30 (2000): 146-154. Rothschild, M.L. Carrots, Sticks, and Promises: A Conceptual Framework for the Management of Public Health and Social Issue Behaviors. Journal of Marketing 63 (1999): 24-37.
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Franois Lagarde
Social Marketing and Communications Consultant Telephone: (514) 694-7129 Fax: (514) 694-0332 flagarde@videotron.ca

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