PROPOSAL ON DRUG ABUSE IN PAKISTAN ( SOCIAL ISSUE)

Social issue: Drug Abuse
Purpose: To Reduce Drug Abuse in Pakistan
Focus:
 To reduce Drug Abuse at University.
 To reduce Drug Abuse at Home
 To reduce Drug Abuse at Parties.
 To reduce Drug Abuse at Colleges and Schools.
 To reduce Drug Abuse at Hostels.
 To reduce Drug Abuse at Work, Job.
Background:
Drug Abuse all around the world is increasing day by day. It silently kill the youth of the world. According to world health organization 2016 report most of the youth is involved in these type of activities. When we are talking about drug abuse in the Pakistan, drug abuse has increased exponentially in Pakistan. According source it’s confirm that smugglers got illegal drugs from the neighboring Afghanistan. According to the United Nations office on drugs and crime, Pakistan has 8.9 million drug users, its seems too much population of Pakistan is involved in this harmful activities. According to UNODC calculates that more than 300000 Pakistanis aged between 15 and 64 use heroine regularly.
Afghanistan is the country which is responsible for 75% of the world drug supply so its border is with Pakistan so it’s very easy for smugglers to get heroine and other harmful drugs from Afghanistan that’s the reason it is available in Pakistan in Pakistan very easily and cheaply.
Government response to social issue:
Although, the increasing in the number of drugs user creates alarming situation for whole country, the government response has been minimal at best. Few programs are active in the country to help drug addicts and smuggling and availability of the drugs in the country has gone almost unchecked. In short we can said that government action are not too much effective to reduce this silent killer of the country youth and future assets.
Anti-narcotics force is the government agency responsible for tackling drug smuggling and use within the Pakistan. Its anti-narcotics responsibility to end this harmful disease from the country.
According the news newspaper in Pakistan drug addiction kills 700 people every day in Pakistan, this figure shows the severity of this problem in Pakistan. How too much problematic this social issue is
In October 2016, an NGO that is working on the social issue highlights that about 53% of the students in leading private chains are addicted to various kind of drugs. They said that as they are belongs to rich family so to arrange money for drugs is not big issue for them. According to UN report, 78% male and 22% female are victim of this dangerous disease.
Each year the united nation office on drugs and crime celebrate international day against drug abuse and illicit trafficking. In which whole world different program are arranged to aware people about the impact, disadvantages of the drug addiction. In this year 2016, 26 may they celebrate the international day against drug abuse and illicit trafficking in which they select listen first them for this year. “Listen first- listening to children and youth is the first step to help them grow healthy and safe.”

Barriers:
 The one of the main barriers that come in the between when any social campaigns n want to change their behavior is that mostly youth, people those are involved in drug addiction are belongs to rich families so it’s easy for them to purchase from anywhere even from abroad if not available in the Pakistan.
 The barriers that disturb us in changing the behavior of our target audience that this whole business is supported by the powerful and wealthy persons in the country. Moreover drugs mafia and police are with smugglers.
 The barriers we faced when we behavior of our not to change the behavior of our target audience is that it is considered as fashion trend in the Pakistan. People do drug addiction in the groups, parties.
 Another barriers that we faced to change is easily and cheaply availability of it in the Pakistan.
 The another barriers we will face that mostly drug addiction people are believe that it’s difficult to leave this once we adopt it .

Vision:
To make the country free from drug abuse and make our human capital more healthy and productive.
Mission:
To reduce drug Abuse from country by providing awareness to our people, to make them strong mentally as well as physically. To make them life happy, healthy and productive.
Positing:
We want our human capital to avoid drugs addiction to see their future better, healthy and productive than those who used drugs.
Objectives:
We divided the objective regarding this camping into three terms behavioral, knowledge and belief objectives:
Behavioral objectives:
We want our direct audience to abandon or leave this behavior. We want our target audience to abandon their existing behavior.
Knowledge Objectives:
As it’s clear from word we will try to provide all information to our target audience regarding this. We will provided those facts and figure about the using drugs. We will also show them real cases of life, who used this harmful product in their life and what happened to them.
Ex: As I mentioned above that according to the news newspaper 700 people die daily due to drug addiction in Pakistan.
Belief Objectives: We want our in target audience to believe that using drug is a harmful for their health.
Target goal: Decrease the number of drug user in the Pakistan by 25% in the first two years.

Marketing concepts and theories to support social issue:
Marketing mix:
As we know that marketing mix is one of the most effective tool of the marketing. Its consist of four elements such as price, place, product and promotion. These all have their own importance in the marketing.
Product:
In social marketing products covers to areas. One that is the idea, concept on the bases we started our campaign to promote the social issue. The area that is cover in product elements is the physical product itself. In this campaign we are not providing any physical products so we have only idea or concept to whom we are promoting.
As we know that product is classified into three elements
Core, actual and augmented.
Core: In core as we are know that we talk about the major benefits product provide to people. In this our core product is save the lives of people who lost their lives in such a harmful addiction.
Actual product: The desired or actual product is to reduce drug abuse in a country. People considered this addiction as bad for their lives and families. Go to the doctor for treatment.
Augmented product: In this we will provide counselling session to people, awareness on the drawback of using this product. Awareness seminars, educate them.
Price:
 Price is the second mean elements of the marketing mix.
 Nonmonetary incentives Provide Positive Public Recognition.
 Monetary disincentives: Fines and Penalties
 Nonmonetary disincentives: Negative Public Recognition.
They will save the amount which they are paying for drugs products. The cost can be the amount they spend on their treatment for leaving this habit Non-Monetary cost can be time , efforts , energy, physiological risk and physical discomfort they put to stop this behavior. In spite of that in price we can count the total people who changed their divided by the amount we invest to change the behavior of the people.

Place:
It is particular space where our target audience can changed their behavior. In this we can with the help of government closed the shops, places where this product is available. In spite of that we will try to reduce their behavior at work, school, university, office, parties, and places appealing their institution to fine these types of behavior.
Promotion:
To educate people about our campaign is done through the promotion activities, we will use social media and digital media where we can inform people about the consequences of using this product. Print advertisements, TV advertisement, bill boards. Twitter and all other possible channels of communication which help us in approach our target audience.
Strengths:
Situation analysis:
Significance of issue: As we mentioned in the background that more than 8 million people are involved in this activity, especially youth, so it’s a very serious and new issue people will give attention to this.
Funding: As we are working with some NGOs of the Pakistan that are also linked with government of Pakistan so we have huge funds for this campaign, which will help us to target as much as people we can.
Celebrity: As Imran khan is celebrity spokesperson, which has well-known followers in Pakistan. It will help us in getting more response from the audience.
Weakness:
Less Experience: We have less experience in this, we started this organization two years before, and we have less expertise in this work.
Rely on Government: As we are mostly rely on government funding’s. Our 70% findings are coming from governments our other partners are less.
Opportunity:
International day against drug abuse and illicit trafficking is big opportunity for us to highlights this issue among public and aware them about this issue.

International Funding Opportunity:
As this is the international issue, United Nations office on drugs and crimes are currently providing funds, support to those who take initiatives to reduce this social disease form world.
Threat: on the other hand, there are some factors that can create threat to our project are giving below:
 People start drugs at an early age.
 Drugs is easily available in Pakistan.
 There is no any national body in Pakistan except anti-narcotics to end this.
 Culture: People are think that taking drugs is fashion.
Target audience: For this proposal we have divided the target audience in the four audience
Parents: For the youth who is depend upon their family for expenses, especially these are doing study at their collages, so parents should watch their activities and see, where their child use money.
Supervisor: When we are talking about the people who are talking drugs at the workplace, office timing.
Collages, Schools, and Universities Management: In this those students which are talking drugs in school at their hostel and in campus we will target their management for this purpose.
Government: We will try to influence government to take some positive steps to reduce this silent killing poison from the country.
Recommendation: When we look on the background I described in the start of the proposal it’s mentioned that government is not taking this issue serious, Pakistan has only anti-narcotics force that is working on this but not effectively, so government should take some positive and quick steps to end such a human capital destroying diseases from the country. Government must stop the supply of this from different borders especially from Afghanistan as it is mentioned in the background that mostly drugs, heroine is coming from Afghanistan for this government should make the border security and checking tough so make the supply of this product impossible. Parents should watch their children activities and try to avoid them these activities. Teachers, management in schools, Universities, Collages, make tough rules against this. Supervisor, Human Resource Management team in the work place make this practices tough by making tough laws and policies.
In the end main role is of the government because if they do the work honesty set the tough rules and make the supply of drugs, heroine difficult then no one can take this harmful product in our country.