Ethical Perspectives

Ethical Perspectives
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Social marketing on the use of latex condom among the youths is a responsible social activity that aims at ensuring that STI infections are reduced even as the youth engage in sexual activities. Such a marketing plan comes with some considerations on the side of the marketer. The considerations include providing truthful, fair and accurate information while involving the target users and focusing on the long-term benefits of the marketing plan (Bragg, 2006).
Ethical perspective relevant to increasing condom use among the teens and young adults aims at decreasing the cases of STIs among the young people. While doing social marketing for this great social concern is advisable to provide truthful, fair and accurate information to the young people of the ages 17-24 concerning the use of condoms. The benefits that are associated with the use of such protective should also be explained in details. When carrying out a social marketing on the use of latex condoms it is in order to provide the facts about the benefits that come with using the condoms (Attwood & Smith, 2011). For instance telling the youths and the young adults that using latex condoms do not reduce sexual pleasure and its effective use has a 97% protection against contracting sexually transmitted diseases. By being truthful about the facts on the disease control, the youths will be ready to take up the initiative and spread the message across (Lee & Kotler, 2011).

But then if the facts argued when trying to market the product have some fallacies, the target groups may become so resistance on the product. In so doing, they will make the company loss market and the main objective of reducing STIs infections won’t be achieved.
Fairness is also another ethical perspective that is crucial to the social marketing plan and it entails the ability to balance the desires of the target people and also the objectives of the organization in a fair manner. It also entails being able to avoid any manipulation at all cost while securing the consumer’s particulars. In this scenario, the needs of the youths include having safe sexual intercourse while maintaining sexual pleasure even when they use the latex condoms. The latex condom company wants to make sales and earn profits; the company should ensure that it balances their interests with the interests of the youths. While marketing the product, it is good if the main goal of reducing STI infection is given the first priority and not disclosing the information of the users. It is the fairness of the marketer that will determine the survival of the company in the area. Providing fair information to the youths will ensure the youths accept the product and make the firm earn profits (Brenkert, 2002).
Providing accurate information also plays a major role in the marketing plan to be effective in that if the young people are told that using condoms does not reduce sexual pleasure, they expect it to be true (Bale, 2011). And then providing the youths with the correct data concerning the chances of the condom protecting them against STIs will make them handle the product with a lot of care.
When undertaking a social marketing on the effective use of latex condoms, the accuracy and fairness of the claims with the main goal of ensuring satisfaction of the target population would build customer trust and confidence on the product. It also leads to the loyalty of the customers thus huge benefits to the company.
References
Attwood, F., & Smith, C. (2011). Investigating young people sexual cultures: An introduction. Sex Education, 11(3), 235–242.
Bale, C. (2011). Raunch or romance? Framing and interpreting the relationships between sexualized customs and young people’s sexual wellbeing. Sex Education, 11(3), 303–313.
Bragg, S. (2006). Having a real debate: Using media as a resource in sex education. Sex Education, 6(4), 317–331.
Brenkert, G.G. (2002). Ethical Problems of Social Marketing. Journals of Public Policies & Marketing, 21(1), 14–25. Retrieved from http://journals.ama.org/doi/pdf/10.1509/jppm.21.1.14.17601Lee, N.R., & Kotler, P. (2011). Appendix B, Social marketing resources. In Social marketing: Influencing behaviors for good (4th ed.), (pp.472-482). Thousand Oaks, CA: Sage.