The advertising world is today witnessing a sudden increase in advertisements with social messages. Social advertising is about applying marketing and advertising principles to promote various social issues, such as healthcare, wildlife protection, environment protection, etc. Traditionally, only the government and non-profitable organizations have been involved in promoting these issues. The scenario has, however, changed with many commercial organizations also initiating campaigns for social causes.

Companies mainly use advertisements for commercial purpose, i.e., to promote their product and brand. However, the market today is observing a sudden increase in the number of social, along with commercial ads. Social advertising is defined as the use of media-based messages that are intended to educate or stimulate people in the society to engage themselves in voluntary social activity such as health service, environment conservation, national unity, etc. Social advertising is used to change the perception, attitude and behavior of public at large and intends to bring about a positive social change. Social advertising encompasses the use of creative techniques to motivate the citizens to take desired actions. Effective social advertising campaigns identify the target audience and influence the people to associate themselves with good causes and undertake positive actions, which would help in benefitting society at large.

On the basis of their origin, social advertising in India can be categorized into two types, first, social advertisements whose sole purpose is to advertise for a social cause. Such advertisements are produced and designed mainly by the government, NGOs or non-profitable organizations. The second category includes ads of companies that associate themselves with a social cause. These ads, besides highlighting the social cause, also market a product or service. By initiating such campaigns and associating with a good cause, the company, not only displays its responsibility to society, but also creates a good brand image for itself and builds loyal customers.

Earlier, social advertisements were launched solely by the government and social agencies. The purpose of these ads was to provide information and generate awareness among the people about various social issues. But today, social advertising has undergone a change. These ads are, not only highlighting the social issues, but are also focusing on motivating the masses to come forward and participate in social causes. Such advertisements are using various creative approaches to motivate the public. Today, many commercial organizations, along with government organizations, are working to launch campaigns to spread awareness about various social issues.

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