SOCIAL MARKETING CAMPAIGN STEPS ON THE AXIS SMOKE-FREE AIR SPACE CAMPAIGN

Social marketing is a non-profit marketing approach that focuses on behavioral change in the target audiences for a social benefit. Social marketing approach is applied through several campaigns which benefit from modern marketing rules and techniques. First of all, the success of social marketing campaigns depends on designing and applying the campaign process correctly. The main purpose of this study is to examine the social marketing campaign steps through the Smoke-free Air Space Campaign as a social marketing case related to the field of health, conducted by the Ministry of Health based on the law number 4207 in Turkey. This campaign has been planned and implemented through a period of several years and in this study it has been investigated within the framework of the first action plan covering the ‘2008-2012’ period. This period has been chosen due to the fact that the second action plan covering the ‘2015-2018’ period is still in implementation and the data and evaluations of the second action plan will be shared with the public in 2019. The campaign has been examined following a qualitative methodology and a case study design. Data has been collected through qualitative data collection techniques such as face-to-face interviews with senior managers of the campaign, documents on the campaign's official website, books and reports published by the Ministry of Health. As a result, it has been determined that this campaign was developed appropriately and implemented successfully in accordance with the social marketing campaign steps