Social marketing overview of BRAC Communications: A focus on BRAC Humanitarian Crisis Management Programme

Abstract

BRAC, a globally leading non-governmental organisation, has been working for the betterment of people since its inception. BRAC with their simple, holistic and human-centric approach was effective and resilient enough to provide sustainable solutions and create opportunities for people to realise their full potential. BRAC with their robust social marketing approach understands the root issue of their target audience. BRAC with its unique strategies and resources such as ultra-poor graduation approach and integration of volunteers for door-to-door visits have been effective enough to understand the perception and attitude towards one another. In terms of designing, implementing and promoting the interventions BRAC Humanitarian Crisis management Programme fulfils all the criteria of Social marketing benchmark proving the effectiveness of their social marketing approach. The social marketing approach of BRAC does not only ensure the perception change of their target audience, but with the support from BRAC Communications ensure national and international visibility, through this BRAC uses the traditional marketing tool to empower and change the perception of their global audience regarding the Rohingya issue. Through this report, I have reflected the effectiveness of the social marketing approach of BRAC in terms of stabilising the relationship between the Rohingya people and the host community.