A Social Marketing Perspective on the Ideas Advocacy of Non-Profit Organization- A Case Study on Formosa Girl’s Day promoted by The Garden of Hope Foundation

• Main Authors: Jui-Ting Lo, 羅叡婷
• Other Authors: Cheng-Neng Lai
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/rm8jws

碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 102 === In March 2013, the Executive Council announced to set October 11 as "Formosa Girls’ Day", the secondary National Day. A letter announcing the "action plan to promote the rights and benefits of the girls” was issued. It put forward a proposal to enhance four major areas: girls’ physical and mental health, education and manpower investment, physical security, media and traditional customs. It also included 75 implementation strategies. The various ministries were urged to actively implement the work to promote the rights and benefites of the girls. A friendly social environment should be created in which girls have a fair opportunity to develop and achieve self-fullfilment (Executive Council, Gender Equality Commettee [Gender Equality Committee], 2013). The " Formosa Girls’ Day" was promoted by the Garden of Hope Foundation (abbreviated to the Garden of Hope). In 2003, it advocated that the gender equality in education should be grass-rooted, and requested the government to pay close attention to girls and to invest in girls. In 2012, the United Nations announced October 11 as International Girls' Day (International Day of the Girl Child) . In the same year, the Garden of Hope lobbyed the government legislators to support the founding of " Formosa Girls’ Day", and finally received a positive response from the government. They reached agreement on the stage goals that the Garden of Hope promotes gender justice. This study employs Andreasen, AR (2006)’s proposal that social marketing behavior changes BCOS (interest or motivation, cost, or other organization attitudes and self-efficacy). The four elements are the analytical framework. This study explores the Garden of Hope’s promotion of "Taiwan Girls’ Day" in different stages of policy initiatives and public relation strategies. This study collects and analyzes the relevant stories of the Golden Hope Foudation over the years. Though the literature is lacking, this is supplemented by in-depth interviews. The interviewees are the head of the organizations and the main promoters of the Taiwan Girls’ Day. This study looks into the development process and strategy through secondary data analysis and a complementary set of interviews. III The analysis and study find that the critical success factors are: advocating values and standng close to the government, continuing to provide services and public advocacy activities, mastering the international situation to formulate action strategy under the trend of globalization, and maintaining network relationships. In addition, this study summarizes conclusions as follows: attitude of organizations or project leaders is the key influential factor,the target of advocacy and marketing may vary according to different process stage, a successful model would include two themes- public education and politic advocacy, these two themes can run separately or jointly.