The Lucky Iron Fish Project (http://luckyironfish.com/)
To quote what “The Lucky Iron Fish Project” is from its website, it is a social entrepreneurship organization implementing a simple health innovation to alleviate iron deficiency and iron deficiency anemia in Cambodia, especially in women and children.
From the video, it’s easy to know the critical way to solve the health problems in Cambodia is to add some iron materials in diets. However, people just can’t accept the black dirty metal put into their soup. Therefore, the team started to think from culture and custom perspectives. They found out the fish is the symbol of luck, and when the iron material is made with fish shape, people accept and are willing to use it, and it solved the iron deficiency problems.
Sometimes, we have great products or wonderful solutions, people may still don’t buy them, even you give them freely. Thus, no matter how strong the products are, it is still useless. This also shows the importance of marketing. The marketing master - Philip Kotler said, “Social marketing is a process that applies marketing principles and techniques to create, communicate, and deliver value in order to influence target audience behaviors that benefit society (public health, safety, the environment, and communities) as well as the target audience.”
The answer turned out to be quite simple and creative, but we need to spend time thinking more deeply. Hope there are more and more people make the world a better place by doing meaningful things like this project did.