Applied Social Marketing and Quality of Life: Case Studies from an International Perspective PDF
Preview Applied Social Marketing and Quality of Life: Case Studies from an International Perspective
Applying Quality of Life Research: Best Practices M. Mercedes Galan-Ladero Reynaldo G. Rivera Editors Applied Social Marketing and Quality of Life Case Studies from an International Perspective Applying Quality of Life Research Best Practices SeriesEditor Helena Alves, Department of Management and Economics, University of Beira Interior,Covilhã,Portugal EditorialBoardMembers JoeSirgy,VirginiaPolytechnicInstituteandState,Virginia,VA,USA GracielaTonon ,FacultyofSocialSciences,UniversityofPalermo,BuenosAires, Argentina Patsy Kraeger, Institute for Public & Nonprofit Studies, Georgia Southern Univer- sity,Statesboro,GA,USA FrancescoSarracino,StatisticalOfficeofLuxembourg,Luxembourg,Luxembourg KaiLudwigs,HappinessResearchOrganisation,Düsseldorf,Germany This book series focuses on best practices in specialty areas of Quality of Life research, including among others potentially: community development, quality of work life, marketing, healthcare and public sector management. In today’s world, governments, organizations and individuals alike are paying increasingly more attention to how their activities impact on quality of life at the regional, national and global levels. Whether as a way to tackle global resource shortages, changing environmental circumstances, political conditions, competition, technology or oth- erwise,thefar-reachingimpactofdecisionsmadeintheseandotherareascanhavea significant impact on populations regardless of their level of development. Many lessons have been learned; yet many are still to be realized. Across a number of volumes on diverse themes, this book series will address key issues that are of significant importance to decision makers and participants across all sectors. The series will be invaluable to anyone with an interest in applying quality of life knowledgeincontemporarysociety. Moreinformationaboutthisseriesathttp://www.springer.com/series/8364 (cid:129) M. Mercedes Galan-Ladero Reynaldo G. Rivera Editors Applied Social Marketing and Quality of Life Case Studies from an International Perspective Editors M.MercedesGalan-Ladero ReynaldoG.Rivera UniversityofExtremadura AustralUniversity Badajoz,Spain BuenosAires,Argentina ISSN2213-994X ISSN2213-9958 (electronic) ApplyingQualityofLifeResearch ISBN978-3-030-83285-8 ISBN978-3-030-83286-5 (eBook) https://doi.org/10.1007/978-3-030-83286-5 ©TheEditor(s)(ifapplicable)andTheAuthor(s),underexclusivelicensetoSpringerNatureSwitzerland AG2021 Thisworkissubjecttocopyright.AllrightsaresolelyandexclusivelylicensedbythePublisher,whether thewholeorpartofthematerialisconcerned,specificallytherightsoftranslation,reprinting,reuseof illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similarordissimilarmethodologynowknownorhereafterdeveloped. Theuseofgeneraldescriptivenames,registerednames,trademarks,servicemarks,etc.inthispublication doesnotimply,evenintheabsenceofaspecificstatement,thatsuchnamesareexemptfromtherelevant protectivelawsandregulationsandthereforefreeforgeneraluse. The publisher, the authors, and the editorsare safeto assume that the adviceand informationin this bookarebelievedtobetrueandaccurateatthedateofpublication.Neitherthepublishernortheauthorsor theeditorsgiveawarranty,expressedorimplied,withrespecttothematerialcontainedhereinorforany errorsoromissionsthatmayhavebeenmade.Thepublisherremainsneutralwithregardtojurisdictional claimsinpublishedmapsandinstitutionalaffiliations. ThisSpringerimprintispublishedbytheregisteredcompanySpringerNatureSwitzerlandAG. Theregisteredcompanyaddressis:Gewerbestrasse11,6330Cham,Switzerland Toallthepeopleandorganizationswhowork tomakeabetterworld,tohelpotherpeopleto improve their quality of life. Preface In the age of globalization and digitalization, societies face important challenges related to public health, education, the environment, etc., which can be addressed andsolvedbysocialmarketing,andwhichhaveagreatinfluenceonpeople’squality oflife. Thus,socialmarketinghasbecomeakeytooltopromote,modify,discourage,or evenabandoncertainideas,values,attitudes,and/orsocialbehaviors. Theaimofthisbookistodescribedifferentcasesabouttheapplicationofsocial marketing in different areas, in different countries, and by different organizations (publicandnonprofitorganizationsmainlybutalsobusinesses),andwhichhavean impactonthequalityoflifeoftheirtargetaudiences.Thereby,thisbookapproaches social marketing from quality-of-life (QOL) marketing philosophy in an interna- tionalcontext,includingcasestudiesfromdifferentregionsaroundtheworld. Therefore,thisbookisstructuredasfollows: (cid:129) Atheoreticalinitialchapter,tointroducetheconceptsofsocialmarketing,quality oflife,andthelinkbetweenthesetwoterms. (cid:129) 25 case studies: they are brief but sufficiently complete, so that readers can understand the initial problem and see how the social marketing campaign was developed. Thesecaseshavebeengroupedintoseveralthematicsections,focusedon: – Health: Disease Prevention and Risk Behavior. This section includes cases relatedtothepreventionofdiseasesandriskbehaviors. – SafeandHealthyLifestyles.Thissectionincludescasesrelatedtopromoting betterlifestyles(exercise,sustainablefood,recycling,etc.) – InclusionandInterpersonalRelationships.Thissectionreferstocasesrelated toinclusive educationand labor inclusion (people with disabilities,refugees, familyorientation,andcommunity-basedactionsforsocialchange). Withintheirdiversity,asimilarorganizationofallthechaptershasbeensought: (cid:129) Anintroductiontothetopic (cid:129) Thedevelopmentofthecase vii viii Preface (cid:129) Conclusions (cid:129) Discussionquestions(tobediscussedinclass,oroutsidetheclassroom) (cid:129) Teaching notes: with the possible solutions to the questions, or guidelines for workinganddiscussingthem(whentheyarepersonalopinionsanddonothave correct/incorrectanswers). Thisbookisaimedatundergraduateandgraduatestudentsinmarketingcourses ingeneral,andsocialmarketinginparticular.Itisalsointendedforsocialmarketers andpractitionerswhoworkinthisdiscipline,sothattheyknowdifferentexperiences of social marketing campaigns carried out in other countries and see the different results obtained. Thus, they can compare them and/or take them as a reference, improving their ability to design and implement new social marketing campaigns andstrategiesintheirspecificcontexts. Aseditors,wewouldliketoespeciallythanktheworkofalltheauthorswho,with their cases, have made this book possible. Their availability and collaboration in thesedifficultmonthsoflockdowninpracticallyallthecountriesduetotheglobal COVID-19 pandemic have been key to bringing this project to fruition. We have beenabletoverifyfirsthandtheeffectofsocialmarketingcampaignsonourattitudes andbehaviors(e.g.,thosethatwantedusto“stayathome”.or“usethemask”)with different results depending onthe countries, and how much they have affected our qualityoflife. Finally,we wouldalso liketothank theInternational Association ofPublicand Non-Profit Marketing (AIMPN - IAPNM), its members, and participants in its conferences, for the support they have given us, collaborating as authors in many ofthecasestudiesand/orhelpingtospreadthecallforchaptersofthisbook. We hope this book will be useful and enjoyable for readers, and will help to highlight the importance of social marketing around the world. And we also hope thatitwillencouragemoreresearchandworkinthisfield,tospreadthebenefitsthat social marketing can provide, especially in improving people’s quality of life worldwide. Weinvitereaderstocontactusiftheywish,tosendustheircommentsormake suggestionsforimprovementsforfutureeditionsofthisbook. Badajoz,Spain M.MercedesGalan-Ladero BuenosAires,Argentina ReynaldoG.Rivera November,2020 Contents PartI Health:DiseasePreventionandRiskBehavior 1 TheoreticalBackground:SocialMarketingandQualityofLife. . . 3 HelenaAlves,M.MercedesGalan-Ladero,andReynaldoG.Rivera 2 LaboratoryofHemoderivative:CommitmenttotheQuality ofLife.SocialMarketingCampaign“DonatePlasma,Donate Smiles”. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 EnriqueBianchi,MarianaMendoza,RominaPaiaro,DanielaFontana, andNatachaBeltrán 3 TheImportanceofSocialMarketinginSkinCancerPrevention: TheCaseofPortugal. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 JulianaCorreia,SusanaC.Silva,andPauloDuarte 4 QualityofLifeasanOutcomeDisclosureofPositiveAppeals inSocialAdvertisements:TheCaseofHIV/AidsPrevention Campaigns. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63 BeatrizCasaisandJoãoF.Proença 5 COVID-19PandemicandSocialMarketing:Enhancing QualityofLifeinaGlobalHealthCrisis. . . . . . . . . . . . . . . . . . . . . 73 M.MercedesGalan-Ladero,ReynaldoG.Rivera,EnriqueBianchi, EdyLorenaBurbano,HelenaAlves,JoseLuisVazquez-Burguete, andMariaPurificacionGarcia-Miguelez 6 From“Stoptober”intheUKto“MoisSansTabac”inFrance: HowtoImportandEvaluateaComplexandLarge-Scale SocialMarketingCampaign. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 117 RomainGuignard,AurianeDjian,AnnePasquereau,AurélieBlanc, KarineGallopel-Morvan,OlivierSmadja,JustineAvenel-Roux, FélicieDavid,JenniferDavies,GuillemetteQuatremére, PierreArwidson,andViêtNguyen-Thanh ix x Contents 7 PromotingQualityofLifeThroughaSocialMarketingCampaign forRoadSafety. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 133 JoãoFins,BeatrizCasais,FilipeMelão,andSusetePires 8 MicroDocumentary“PreventionontheWeb”forSchool ChildrenintheCityofElAlto(Bolivia)—AProposalforIts Improvement. . . . . . . .. . . . . . . .. . . . . . . .. . . . . . . . .. . . . . . . .. 143 BryanFabriscioPeñaranda-Casablanca 9 SocialMarketing,QualityofLife,Well-Being,andViolence AgainstWomen:AnalysisoftheHashtag#MeToo. . . . . . . . . . . . . 155 AraceliGaliano-CoronilandManuelaOrtega-Gil PartII SafeandHealthyLifestyles 10 “ForaMillionSteps”:TheUseofSocialMarketingand WearableDevicesinthePromotionofPhysicalExercise toAchieveQualityofLife. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 175 AnaIsabelPolo-Peña,DoloresMaríaFrías-Jamilena, andFranciscoPeco-Torres 11 TheBehobia:SanSebastianRace—PromotingSport,Health andtheQualityofCommunityLife. . . . . . . . . . . . . . . . . . . . . . . . . 189 IñakiGarcia-Arrizabalaga,JuanJoseGibaja-Martins, andAlazneMujika-Alberdi 12 AnOriginalSocialMarketingCampaignto“TryVegan”: EffectivenessandImpactonQualityofLife. . . . . . . . . . . . . . . . . . 205 EstelaM.Díaz,NoraLado,andDavidF.Martín 13 TheImpactofSustainableFoodSystemsonQualityofLife: InnovatingHospitalFoodforHealth,HealingandWell-Being ofPeopleandPlanet. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 221 MartaRey-Garcia 14 “PakistanWithoutWaste”:ImprovingtheQualityofLife ThroughCorporateSocialMarketing. . . . . . . . . . . . . . . . . . . . . . . 239 HinaY.Bhatti,M.MercedesGalan-Ladero, andClementinaGalera-Casquet 15 LaHormigaVerdeasaCaseofSocialMarketingtoImprove theQualityofLifeThroughRecyclingWasteElectricaland ElectronicEquipment(WEEE). . . . . . . . . . . . . . . . . . . . . . . . . . . . 255 M.VictoriaCarrillo-Duran,MariaGarcia-Garcia, andJuanLuisTato-Jimenez
The list of books you might like
