Written by Nancy Lee, as part of her Social Marketing Sightings theme.

President Biden gave his first prime-time address to the nation on March 11. Much of the content related to COVID and I couldn’t (and still) can’t help but think, he must have been listening to a social marketer when he wrote his speech. Actually, maybe it was written by a Social Marketer!

Here are quotes relative to a social marketing framework:

(Benefit for protecting ourselves and others)
“I carry a card in my pocket with the number of Americans who have died from COVID to date. It’s on the back of my schedule. As of now, total deaths in America, 527,726”.

(Priority Audiences)
“We’ve been focused on serving people in the hardest hit communities of this pandemic, Black, Latino, Native American, and rural communities”.

(Product)
“We’ll have enough vaccine supply for all adults in America by the end of May. And we’re mobilizing thousands of vaccinators to put the vaccine in one’s arm. Calling active duty military, FEMA, retired doctors and nurses, administrators, and those to administer the shots”.

(Place)
“And we’ve been creating more places to get the shots. We’ve made it possible for you to get a vaccine at nearly one — any one of 10,000 pharmacies across the country. We continue to work on making at-home testing available”.

(Promotion)
“We will launch with our partners new tools to make it easier for you to find the vaccine and where to get the shot including a new website that will help you first find the place to get vaccinated and the one nearest you”.

(Promotion: Trusted Messengers)
“Listen to Dr [Anthony] Fauci, one of the most distinguished and trusted voices in the world. He’s assured us the vaccines are safe and have gone through a rigorous scientific review. I know they’re safe. Vice President [Kamala] Harris and I know they’re safe”.