Social Marketing and Sustainable Development Goals (SDGs): Case Studies for a Global Perspective

Preface
Contents
Theoretical Background: Social Marketing & Sustainable Development Goals (SDGs)
Learning Objectives
1 Introduction: Sustainable Development Goals (SDGs) and Social Marketing
2 Sustainable Development Goals (SDGs)
3 Social Marketing
3.1 Definitions and Core Concepts. Some Areas for Its Application
3.2 Social Marketing Streams
3.3 Social Marketing Approaches & Strategies
3.4 Marketing Mix Strategies (The 4 Ps)
3.5 The Social Marketing Program
4 Conclusions
References
Part I: Cases on Social Inequality
Social Marketing for Improving Women´s Rights: The Case of Dowry in Pakistan
Learning Objectives
1 Introduction
2 Dowry
3 Contextualization of the Case: The Situation in Pakistan
3.1 Violence against Women in Pakistan
3.2 UN Women Pakistan
3.3 Dowry Culture in Pakistan
4 ``Stop Jahezkhori´´ Campaign
5 The Road to Change: From ``Stop Hahezkhori´´ Campaign to ``Numaish´´ Campaign
6 Conclusion and Final Thoughts
7 Discussion Questions
Teaching/Classroom Notes
Synopsis
Potential Audience and Instructor´s Material
Learning
Time Frame for Class Discussion
Suggested Discussion Questions
Analysis
References
``No es de Hombres´´ (``That´s Not Manly´´): a Campaign for Gender Equity in Mexico
Learning Objectives
1 Introduction
2 Case Development
2.1 Campaign Background ``No es de Hombres´´ (``That´sNot Manly´´)
2.2 The Campaign ``No es de Hombres´´ (``That´s Not Manly´´)
2.2.1 Objectives
2.2.2 Target Audience
2.2.3 Phases
2.2.4 Place
2.2.5 Broadcast Media
2.2.6 Scope
2.2.7 Assessment
2.3 Subsequent Campaigns
3 Conclusions
4 Discussion Questions
Teaching/Classroom Notes
Synopsis
Potential Audience and Instructor´s Material
Learning
Time frame for Class Discussion
Suggested Discussion Questions
Analysis
References
An Open-Source Solution for Social Change: The Goodpush Alliance
Learning Objectives
1 Introduction
2 Case Development
2.1 The Founding of a New Sport-for-Development Program
2.2 Making a Bigger Impact
2.2.1 The Start of the Goodpush Alliance Initiative
2.2.2 Creating an Open-Source Platform
3 Conclusions
4 Discussion Questions
Teaching/Classroom Notes
Synopsis
Potential Audiences and Instructor´s Material
Learning
Time Frame for Class Discussion
Suggested Discussion Questions
Analysis
References
``We Know What We Are Doing´´: Campaign Toolbox against the Shortage of Young People in Skilled Crafts Professions
Learning Objectives
1 Introduction: High-Quality Vocational Training to Address the Looming Skilled Labor Shortage
2 Case Development: Craft Sector Seeks Suitable Applicants for Apprenticeship Occupations
2.1 Initial Situation
2.2 Objective of the Campaign
2.3 Target Group
2.4 Campaign
2.5 Out Of Home (OOH) Advertising
2.6 Print Ads
2.7 Online
2.8 Advertising Portal
2.9 Media Key Performance Indicators (KPIs)
3 Conclusions
4 Discussion Questions
Teaching/Classroom Notes
Synopsis
Potential Audience and Instructor´s Material
Learning
Time Frame for Class Discussion
Suggested Discussion Questions
Analysis
References
Corporate Social Marketing and the Labor Inclusion of People with Disabilities. A Case Study of Ilunion Hotels
Learning Objectives
1 Introduction
2 Case Development
2.1 The Spanish Situation: A Brief Empirical Analysis
2.2 The Ilunion Hotels Company
2.3 The ``Hotels with all Inclusive´´ Campaign
3 Conclusions
4 Discussion Questions
Teaching/Classroom Notes
Synopsis
Potential audience and Instructor´s Material
Learning
Time Frame for Class Discussion
Suggested Discussion Questions
Analysis
References
``You Can´t Ask That´´: Asking and Understanding to Achieve more Inclusive Societies
Learning Objectives
1 Introduction
2 Case Development
2.1 Online Television Entertainment-Education Contents for Social Change
2.2 ``You Can´t Ask That´´: Entertainment-Education for a More Egalitarian Society
2.3 The Spanish Version: ``Eso no se pregunta´´
3 Conclusions
4 Discussion Questions
Teaching/Classroom Notes
Synopsis
Potential Audience and Instructor´s Material
Learning
Time Frame for Class Discussion
Suggested Discussion Questions
Analysis
References
The Use of Events to Achieve Social Change: The Case of ILGA Portugal
Learning Objectives
1 Introduction
2 Case Development
2.1 Events as a Communication Action in Social Marketing
2.2 ILGA Portugal
2.3 ILGA´s Events
2.3.1 Pride Festival
2.4 Arco-Íris Awards
2.5 Purpose for Holding the Events
3 Conclusion
4 Discussion Questions
Teaching/Classroom Notes
Synopsis
Potential Audience and Instructor´s Material
Learning
Time Frame for Class Discussion
Suggested Discussion Questions
Analysis
References
Integrating the Environmental, Social, and Economic SDGs into an Educational Organization
Learning Objectives
1 Introduction
2 Case Development
2.1 Initial Training on the 2030 Agenda
2.2 Definition of the Organization´s Strategic Objectives and Priority Action Lines in the SDG Field
2.3 Specific Actions to Achieve the Priority SDGs
2.3.1 Actions Linked to the Environmental SDGs
2.3.2 Actions Linked to the Social SDGs
2.3.3 Actions Linked to Economic SDGs
2.4 Analysis, Results, and Dissemination
3 Conclusions
4 Discussion Questions
Teaching/Classroom Notes
Synopsis
Potential Audience and Instructor´s Material
Time Frame for Class Discussion
Suggested Discussion Questions
Analysis
Answer
References
Part II: Cases on Regional Inequalities
Social Marketing Strategies to Attract Immigrants to Depopulated Areas: The Case of Hyogo Prefecture in Japan
Learning Objectives
1 Introduction
2 Case Development
3 Conclusion
4 Discussion Questions
Appendix
Teaching/Classroom Notes
Synopsis
Potential Audience and Instructor´s Material
Target Audience
Teaching Methods and Equipment
Teaching Instruction
Learning
Time Frame for Class Discussion
Duration
Suggested Discussion Questions
Analysis
References
Inland Paladins or Wanderlusts? Fighting Rural Depopulation and Promoting Sustainable Development in an Inland City of Portugal
1 Introduction
2 Case Development
3 Results
4 Discussion and Lessons Learned
5 Discussion Questions
Teaching/Classroom Notes
Synopsis
Potential Audience and Instructor´s Material
Learning
Time Frame for Class Discussion
Suggested Discussion Questions
Analysis
References
A Social Marketing Program for Local Products and a Local Market: The Case of Setúbal, Portugal
Learning Objectives
1 Introduction
2 Case Development
2.1 Local Commerce and Municipal Markets: The Case of Setúbal
2.2 Local Products and the Livramento Market in Setúbal
2.3 Marketing Management of the Livramento Market
2.4 The Competitive Situation of the Livramento Market in Setúbal
2.4.1 SWOT Analysis
2.4.2 Axes of Strategic Action for the Market
3 Discussion Questions
Appendix: Setúbal Livramento Market: Results of a Consumer Survey
Teaching/Classroom Notes
Synopsis
Potential Audience and Instructor´s Material
Learning
Time Frame for Class Discussion
Suggested Discussion Questions
Analysis
References
The ``Smart Destinations´´ Model from the Perspective of Social Marketing. The Case Study of Gijón as an Example
Learning Objectives
1 Introduction
2 Development of the Case Study
2.1 The Smart Destination Model and the Sustainable Development Goals (SDGs)
2.2 The Smart Destination Model as a Case of Social Marketing
2.3 The Smart Destinations Network
2.4 The Smart Destination Model and its Methodology
2.5 Digital Platform for Smart Destinations
2.6 The Gijón Case Study: Towards a Responsible and Sustainable Form of Tourism
3 Conclusions
4 Discussion Questions
Teaching/Classroom Notes
Synopsis
Potential Audience and Instructor´s Material
Learning
Time Frame for Class Discussion
Suggested Discussion Questions
Analysis
Suggested Assignment Questions
References
Colors and a Pinch of Salt: The ``Sustainable Mexico Reborn´´ Strategy for Enhancing Quality Education
Learning Objectives
1 Introduction
2 Case Study
2.1 Background: The ``Sustainable Mexico Reborn´´ Strategy
2.2 Case Study: The ``Roads of the Mexican Renaissance´´ Initiative and the ``Moctezuma Fish Route Race´´
3 Conclusion
4 Discussion Questions
Teaching/Classroom Notes
Synopsis
Potential Audience and Teaching Materials
Learning
Timeframe for Class Discussion
Suggested Discussion Questions
Analysis
References
Part III: Cases on Environment, Healthy Lifestyles, and Responsible Consumption
Supporting Well-being in People and Helping Pollinators Through a Community Garden Project
Learning Objectives
1 Introduction
1.1 Community Gardening in Australia
1.2 Pollinators, Well-being, Belongingness
2 Case Development
2.1 Precontemplation
2.2 Contemplation
2.3 Preparation
2.4 Action
2.5 Maintenance
3 Conclusion
4 Discussion Questions
Teaching/Classroom Notes
Synopsis
Potential Audience and Instructor´s Material Classroom Notes
Learning
Time Frame for Class Discussion
SuggestedDiscussion Questions
Analysis
Further Classroom Activities: For Digital Learning and Oncampus Classes
Online Class: Workshop
Practical Hands-on Immersive Learning Activity
References
Corporate Social Marketing for Sustainable Animal Well-Being: The Pedigree Promotion of Homeless Dog Adoption
Learning Objectives
1 Introduction
2 Case development
2.1 Pet Industry and Animal Well-Being Figures
2.2 Raising Awareness About the Homeless Animal Problem: endpethomelessness.com
2.3 Providing Comprehensive Non-Profit Solutions to Pet Homelessness: The Pedigree Foundation
2.4 Encouraging Dog Adoption: Creative and Emotional Communication
3 Conclusions
4 Discussion Questions
Teaching/Classroom Notes
Synopsis
Potential Audience and Instructor´s Material
Learning
Time Frame for Class Discussion
Suggested Discussion Questions
Analysis
References
The Power of Our Diet: Less Meat for a Healthier Life and Planet
Learning Objectives
1 Introduction
2 Humans: Homo Carnivorus
3 A Mouthful of Steak Is like Taking a Bite Out of the Planet´s Health
4 (Animal) Life on the Farm
5 Social Marketing Campaigns to Change Policies and Behaviour
6 Conclusions
7 Discussion Questions
Teaching/Classroom Notes
Synopsis
Potential Audience and Instructor´s Material
Learning
Time Frame for Class Discussion
Suggested Discussion Questions
Analysis
References
The Green Button: Social Marketing for a Government Seal to Support more Sustainable Purchasing Decisions when Buying Textiles
Learning Objectives
1 Introduction
2 Case Development
2.1 The Seal
2.2 Company-related Audit Criteria
2.3 Product-related Audit Criteria
3 The Social Marketing Campaign
4 Dual Target Groups
5 Results
6 From Seal Awareness to Change in Purchasing Behaviour
7 ``Green Button´´ 2.0
8 Conclusions
9 Discussion Questions
Teaching/Classroom Notes
Synopsis
Potential Audience and Instructor´s Material
Learning
Time Frame for Class Discussion
Suggested Discussion Questions
Analysis
References
Reducing Salt Consumption through a Nudge Technique: The Case of PÃO.COME
Learning Objectives
1 Introduction
2 Case Development
3 Results
4 Discussion and Lessons Learned
5 Discussion Questions
Teaching/Classroom Notes
Synopsis
Potential Audience and Instructor´s Material
Learning
Time Frame for Class Discussion
Suggested Discussion Questions
Analysis
References
Social Marketing and SDG 12 on Social Networks: A Case Study of Carrefour on Instagram and Twitter
Learning Objectives
1 Introduction
2 Case Development
2.1 ``Act for Food´´ Project
2.2 ``Zero Waste´´ Project
3 Conclusions
4 Discussion Questions
Teaching/Classroom Notes
Synopsis
Potential Audience and Instructor´s Material
Learning
Timeframe for Class Discussion
Suggested Discussion Questions
Analysis
References
How Can Social Marketing Help the Sustainability of Water Use in Tourism? The Case of Tourist Accommodation
Learning Objectives
1 Introduction
2 Case Development
2.1 The Context
2.2 Social Marketing Program Development
2.2.1 Selection of the Behavior
2.2.2 Identifying the Barriers and Benefits
2.2.3 Designing a Strategy That Utilizes Behavior Change Tools
Social Norms
Commitment
Incentives
Feedback
2.2.4 Piloting the Strategy with a Small Segment of a Community
2.2.5 Piloting the Strategy with a Small Segment of a Community
3 Conclusions
4 Discussion Questions
Teaching / Classroom Notes
Synopsis
Potential Audience and Instructor´s Material
Learning Objectives
Time Frame for Class Discussion
Suggested Discussion Questions
Analysis
References
The Spanish Cancer Association: Supporting SDGs
Learning Objectives
1 Introduction
2 Cancer Is Equal for Everyone, But Facing Cancer We Are Not All Equal
3 Campaigns Contributing to the SDG 3
3.1 Colon and Rectum Cancer Can Be Prevented: ``This Shit Could Save Your Life´´
3.2 How to Prevent Lung Cancer: ``The Last Casting´´
3.3 ``Call It Cancer. The Reality Behind the Word´´
4 Campaigns Contributing to the SDG 10
4.1 ``Breasts Out for Them´´
4.2 ``Facing Cancer We Are Not All Equal´´
5 Conclusions
6 Discussion Questions
Teaching Notes
Synopsis
Potential Audience and Instructor´s Material
Learning
Time Frame for Class Discussion
Suggested Discussion Questions
Analysis
References
The Central Lechera Asturiana Women´s Race: A Case of Social Marketing Oriented to the Practice of a Healthy Lifestyle for Wom...
Learning Objectives
1 Introduction
2 Case Development
2.1 Origin of the Women´s Race
3 From Race to Circuit, Thanks to Central Lechera Asturiana
3.1 The Women´s Race Circuit and Its Solidarity Dimension (SDGs 3, 5, and 10)
3.2 Women´s Race Circuit and Its Multi-Activity Dimension
3.3 Women´s Race Circuit and Its Communication Strategy
3.4 The Women´s Race Circuit: Impact and Results
4 Conclusions
5 Discussion Questions
Teaching/Classroom Notes
Synopsis
Potential Audience and Instructor´s Material
Learning
Time Frame for Class Discussion
Suggested Discussion Questions
Analysis
References