This book discusses how various social marketing campaigns have taken up and had an impact on important aspects of quality of life across the world. The chapters bring up case studies from different regions, showing how successful social marketing campaigns have been instrumental in addressing public health challenges, discrimination and exclusion, violence, and inequity; and in changing public perceptions in different countries and through public and nonprofit organizations, but also through businesses. Thus, this book approaches social marketing from a quality-of-life (QOL) marketing philosophy, taking an international perspective. It includes 26 case studies discussing how social marketing campaigns were developed and implemented in specific cases related to disease prevention and risk behavior, safe and healthy lifestyles, and inclusion and interpersonal relationships. It also covers social marketing campaigns related to COVID-19 in various countries.
The book is both comprehensive and provides in-depth understanding of every case, and is useful for research, policy making, development communication and social marketing. Graduate students, researchers, practitioners, and social marketers alike will find this book interesting.
Author(s): M. Mercedes Galan-Ladero, Reynaldo G. Rivera
Series: Applying Quality of Life Research
Publisher: Springer
Year: 2021
Language: English
Pages: 442
City: Cham
Preface
Contents
Contributors
Part I: Health: Disease Prevention and Risk Behavior
Chapter 1: Theoretical Background: Social Marketing and Quality of Life
Introduction
Social Marketing
Definitions and Core Concepts: Some Areas for Its Application
How the Quality-of-Life Paradigm Can Guide Social Marketing
Social Marketing Streams
Social Marketing Approaches and Strategies
Marketing Mix Strategies (The 4 Ps)
The Social Marketing Program
Ethical Considerations
References
Chapter 2: Laboratory of Hemoderivative: Commitment to the Quality of Life. Social Marketing Campaign ``Donate Plasma, Donate ...
Introduction
Citizens´ Health and Access to Hemoderived Medicines
A Different Laboratory
A Campaign Focused on Quality of Life
Discussion Questions
Teaching Notes
References
Chapter 3: The Importance of Social Marketing in Skin Cancer Prevention: The Case of Portugal
Introduction
Development of the Case
Skin Cancer: Description of the Disease
Social Marketing and Skin Cancer
Methodology
Results
Conclusions
Final Remarks
Discussion Questions
Teaching Notes
References
Chapter 4: Quality of Life as an Outcome Disclosure of Positive Appeals in Social Advertisements: The Case of HIV/Aids Prevent...
Introduction
Case Development
Conclusions
Discussion Questions
Teaching Notes
References
Chapter 5: COVID-19 Pandemic and Social Marketing: Enhancing Quality of Life in a Global Health Crisis
Introduction
Case Development
COVID-19: Description of the Disease
Consequences of the Public Health Emergency of International Concern (PHEIC)
Measures for the Management of the COVID-19 Pandemic
Social Marketing in the Face of COVID-19
Methodology
Social Marketing Strategies at an International Level
Situation in Argentina, Colombia, Portugal, and Spain
Effects of COVID-19 Pandemic on Quality of Life (QOL)
Conclusions
Discussion Questions
Appendix 1: Some Examples of Messages
Appendix 2: Examples of Different Tones Used in the Campaigns
Teaching Notes
References
Chapter 6: From ``Stoptober´´ in the UK to ``Mois Sans Tabac´´ in France: How to Import and Evaluate a Complex and Large-Scale...
Introduction
Theoretical Frameworks and Social Marketing Principles of the ``Mois sans tabac´´ and Adaptation of the Campaign to a French C...
Theoretical Frameworks and Social Marketing Principles
Adaptation of the ``Stoptober´´ Campaign to the French Context
Evaluation of ``Mois sans tabac´´: Various Methods, Indicators, Sources and Results
Impact of the Campaign on the Main Target: Smokers
Engagement, Involvement and Attitude of Partners
Evaluation of Exposure to and Perception of the Campaign of the Whole Population
Conclusions
Discussion Questions
Teaching Notes
References
Chapter 7: Promoting Quality of Life Through a Social Marketing Campaign for Road Safety
Introduction
Case Development
The Campaign
Communication in Digital Media
Conclusions
Discussion Questions
Teaching Notes
References
Chapter 8: Micro Documentary ``Prevention on the Web´´ for School Children in the City of El Alto (Bolivia)-A Proposal for Its...
Introduction
Social Marketing for Children´s Quality of Life
Prevention on the Web, Project from GAMEA in 2017
Evaluation of the Model Applied by GAMEA: A Proposal Based on the EU Kids Online Model
Improvement Proposal for an Online Risk Prevention Project for Children in Bolivia
Conclusions
Discussion Questions
Teaching Notes
References
Chapter 9: Social Marketing, Quality of Life, Well-Being, and Violence Against Women: Analysis of the Hashtag #MeToo
Introduction
Case Study Development
Violence Against Women Campaigns on Social Media: #MeToo Case Study
Case Study Methodology
Results
Conclusions
Discussion Questions
Teaching Notes
References
Part II: Safe and Healthy Lifestyles
Chapter 10: ``For a Million Steps´´: The Use of Social Marketing and Wearable Devices in the Promotion of Physical Exercise to...
Introduction
Wearable Devices to Support Physical Exercise
Case Development
``For a Million Steps´´: Physical Exercise with the Support of Wearable Devices
Conclusions
Discussion Questions
Questions Regarding the Social Marketing Towards Quality of Life
Questions Regarding the Case Study ``For a Million Steps´´
Additional Questions
Teaching Notes
Questions Regarding Social Marketing Towards Quality of Life
Questions Regarding the Case Study ``For a Million Steps´´
Additional Questions
References
Chapter 11: The Behobia: San Sebastian Race-Promoting Sport, Health and the Quality of Community Life
Introduction
The Behobia: San Sebastian Race
The Behobia-San Sebastin Race and Improvements in Healthy Lifestyles and the Quality of Life of the Runners
The Behobia-San Sebastin Race and the Gender Gap
The Behobia-San Sebastin Race and Runners with Disabilities
The Behobia-San Sebastin Race and Environmental Sustainability
Conclusions
Discussion Questions
Teaching Notes
References
Chapter 12: An Original Social Marketing Campaign to ``Try Vegan´´: Effectiveness and Impact on Quality of Life
Introduction
Social Marketing
Case Study: Veganuary
Veganuary Identity Versus User-Generated Content
Conclusions
Discussion Questions
Teaching Notes
References
Chapter 13: The Impact of Sustainable Food Systems on Quality of Life: Innovating Hospital Food for Health, Healing and Well-B...
Introduction
Development of the Case
The Problem: Changing the Governance of Food Systems in Health Institutions
The Intervention: The Nourish Program for Making the Impact of Sustainable Food on Health and Healing Understood and Valued
Impact of the Intervention: Evaluating the Effects of the Nourish Program on QOL of Relevant Stakeholders
Conclusions
Discussion Questions
Teaching Notes
References
Chapter 14: ``Pakistan Without Waste´´: Improving the Quality of Life Through Corporate Social Marketing
Introduction
Case Development
The Problem of the Plastic Pollution: The Situation in Pakistan
The CSM Campaign of Coca-Cola Company and WWF-Pakistan: ``Pakistan Without Waste´´
Coca-Cola Company Pakistan
World Wildlife Fund (WWF) For Nature: Pakistan
``Pakistan Without Waste´´: A Corporate Social Marketing Campaign
Conclusions
Discussion Questions
Teaching Notes
References
Chapter 15: La Hormiga Verde as a Case of Social Marketing to Improve the Quality of Life Through Recycling Waste Electrical a...
Introduction
Problems of WEEE for the Quality of Life
The Case of ``La Hormiga Verde´´
The Business Model
La Hormiga Verde as a Case of Social Marketing
La Hormiga Verde Contest
The Contest´s Mechanics
Results
Results in Terms of Quality of Life
Results in Terms of Awareness
Results in Economic and Recognition Terms
Results in Terms of Communication
Conclusions
Discussion Questions
Teaching Notes
References
Online Resources
Chapter 16: Social Marketing for Flood Risk Management: A Local Communication Campaign in Spain
Introduction
Case Development: A Social Marketing (SM) Campaign with Which to Enhance Social Resilience to Floods
First Step: Pre-intervention Research
Second Step: Design and Implementation of the Communication Campaign
Third Step: Post-intervention Research
Conclusions
Discussion Questions
Teaching Notes
References
Chapter 17: We Stay Well Together: A Social Marketing Campaign
Introduction
Case Development
Project Planning and Execution
First Step: The Definition of Teams and Tasks
Second Step: The Choice of the Social Media
Third Step: The Campaign Launching and Operationalization
Monitoring
Outcomes
Conclusions
Discussion Questions
Teaching Notes
Answers to Discussion Questions
References
Part III: Inclusion and Interpersonal Relationships
Chapter 18: Case Mosca Hnos.: Breaking Gender Stereotypes Through the Game
Introduction
Case Study Development
A Look at the Social Cause
Situation of Women and STEM Disciplines in Uruguay
A Different Perspective: Quality of Life
The Company
The Social Organization
The Communication Agency ALVA
The Campaign
Impacts of the Campaign
For the Company
For Society
For Employees
For the Social Organization Involved
For the Agency
Conclusions
Discussion Questions
Teaching Notes
References
Chapter 19: Quality of Life Marketing, Innovation and Change Management: The Rasti Robotics and Education Team
Introduction
Case Development
Lockdown and the Digital Gap
From Blocks to Robots
ERRE: Why Robotics?
From Marketing as Exchange to Social Marketing for Quality of Life
Lockdown´s New Challenges
Conclusions
Discussion Questions
Teaching Notes
References
Chapter 20: Promoting Inclusive Education in Nigeria: Diary of a Special Needs Mum Initiative
Introduction
Case Development: Diary of a Special Needs Mum Initiative
Meet Bukola Ayinde
The Experience
The Aftermath: Inclusive Education
Outcome (Social Marketing: Getting the Conversation Started)
Conclusions
Discussion Questions
Teaching Notes
Promoting Inclusive Education in Nigeria: Diary of a Special Needs Mum Initiative
Target Audience
Communication Objectives
Content of Messages
Potential Channels
Other Governmental Actions and Tools
Suggestions
References
Chapter 21: Disability, Labour Inclusion and Social Marketing in Spain: The ONCE Foundation Case
Introduction
Case Development
The Problem Regarding Labour Inclusion for People with Disabilities in Spain
Social Marketing and Behavioral Economics to Face the Problem
The ONCE Foundation Campaigns: ``Don´t Be my Limit´´ and ``Working Is a Story´´
``Don´t Be my Limit´´
``Working Is a Story´´
Effects on Quality of Life
Conclusions
Discussion Questions
Teaching Notes
References
Chapter 22: Corporate Activism and Quality of Life: Starbucks Corporation Case Study
Introduction
Social Marketing, Corporate Activism and Quality of Life (QoL)
The Syrian Issue and Trump´s Immigration Policy
The Starbucks Case
Company History
Starbucks Social Marketing Campaign: Syrian Immigration
Starbucks Social Marketing and Activism as a Contribution to Quality of Life (QoL)
Did Starbucks Follow the Right Strategy?
Conclusions
Discussion Questions
Teaching Notes
Suggested Calendar
References
Chapter 23: Enhancing Women´s Quality of Life and Empathy through a Micro-Learning Social Marketing Strategy
Introduction
Social Marketing, Quality of Life and Empathy: A Theoretical Framework
EduQualitas SM Protocol Implementation
Results of the Digital Family Orientation Program
Conclusions
Discussion Questions
Teaching Notes
References
Chapter 24: Social Marketing Actions in Small-Format Convenience Stores: The Case of Oxxo in Mexico
Introduction
Corporate Social Responsibility and Social Marketing
Case Development: Reforestation: The `Good Neighbour´ Initiative
Background of the Social Marketing Campaign
The Social Marketing Campaign
Analysis and Results Obtained
Conclusions
Discussion Questions
Teaching Notes
References
Chapter 25: The Power of Color in Communities: The Social Impact Program `Comex for a Well Done Mexico´
Introduction
Case Study
Changing Social Values through Commitment
Understanding the Impact of Social Marketing Campaigns on Communities: A Quality-of-Life Approach
Links Between Relationship Marketing and Social Marketing: Experiences and Results from the `Comex for a Well Done Mexico´ Pro...
Conclusions
Discussion Questions
Teaching Notes
References
Chapter 26: A Marketing Contribution to the Recognition of Regional and Local Brands: ``Portugal Sou Eu´´ Case Study
Introduction
Case Development: ``Portugal Sou Eu´´ Program
Contextualization and Mission
Strategic and Operational Objectives
Initiatives and Promotion
Conclusions
Discussion Questions
Teaching Notes
References
