Abstract

The aim of the article. The aim of the article is to analyze marketing communicative measures against human trafficking which were implemented by public organizations in 15 regions of Ukraine in 2011-2012. There are following research objectives: to investigate what kind of campaign or program of preventing the potential victims of human trafficking has been used by Ukrainian public organizations during 2011-2012; to determine whether marketing communicative measures have been implemented on the basis of previously carried out researches for determining effective preventive methods and to find out if they were addressed to a target group of potential victims; to analyze the material used for the campaigns or programs and its dissemination. The results of the analysis. The analysis of data obtained from 15 investigated regions makes it possible to draw the following results: active informing of society about human trafficking by public organizations and authorities took place in 2011-2012, but their measures were not coordinated, communications were not integrated, without clearly defined executors, time frames, criteria of evaluation and were not based on previous researches. Monitoring of implementation of measures was not carried out by authorities. All target audiences were not reached; the choice of the target market and methodology of preventive work was based on previous researches; their actions were directed on target audiences of communications, which both are the population in general and potential victims, establishments aiding victims of trafficking in human beings, central executive authorities, local executive authorities; public organizations have used the following channels of communication: personal communications in forms of training, seminars, press-conferences, different outdoor actions, consultations on human trafficking combating by «hot line»; there is a problem of common, standardized, objective state statistics in the sphere of human trafficking combating and evaluation of preventive measures efficiency. Conclusions and directions of further researches. The author within this investigation: develops communication measures which would be based on researches of the specificity of behaviour of main groups of risk (non-profit target market) and the most effective marketing tools of impacting them; systematizes the preventing and combating of human trafficking by ensuring the coordination and delegation of responsibilities and resources between local authorities, which have the best access to the certain risk groups, and centralized development of printed materials; systematizes collaboration of public organizations, mass-media and governmental bodies at the local level through coordinated media events; suggests to involve public organizations in providing services to primary prevention of human trafficking through the system of social order; develops a system of social orders for participation of public organizations in the contribution of services of human trafficking primary prophylaxis; considers that ensuring the proportionality of the interdepartmental councils on questions about family, gender equality, demographic development, prevention of violence in family and human trafficking counteraction is made by increasing the share of public organizations to 20%.  

Keywords: human trafficking, marketing, public organization, marketing communication, vulnerable group

JEL Classification: P35, P37, P48.

Cite as: Borysova, T. (2013). Marketing communication practices of public organizations to prevent human trafficking. Marketing and Management of Innovations, 4, 75-85. https://doi.org/10.21272/mmi.2013.4-07

This work is licensed under a Creative Commons Attribution 4.0 International License

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