Case Studies on Social Marketing: A Global Perspective PDF
Preview Case Studies on Social Marketing: A Global Perspective
Management for Professionals M. Mercedes Galan-Ladero Helena M. Alves Editors Case Studies on Social Marketing A Global Perspective Management for Professionals Moreinformationaboutthisseriesathttp://www.springer.com/series/10101 (cid:129) M. Mercedes Galan-Ladero Helena M. Alves Editors Case Studies on Social Marketing A Global Perspective Editors M.MercedesGalan-Ladero HelenaM.Alves UniversityofExtremadura DepartmentofBusinessandEconomic Badajoz,Spain UniversityofBeiraInterior Covilhã,Portugal ISSN2192-8096 ISSN2192-810X (electronic) ManagementforProfessionals ISBN978-3-030-04842-6 ISBN978-3-030-04843-3 (eBook) https://doi.org/10.1007/978-3-030-04843-3 LibraryofCongressControlNumber:2019930615 #SpringerNatureSwitzerlandAG2019 Thisworkissubjecttocopyright.AllrightsarereservedbythePublisher,whetherthewholeorpart of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation,broadcasting,reproductiononmicrofilmsorinanyotherphysicalway,andtransmissionor informationstorageandretrieval,electronicadaptation,computersoftware,orbysimilarordissimilar methodologynowknownorhereafterdeveloped. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt fromtherelevantprotectivelawsandregulationsandthereforefreeforgeneraluse. Thepublisher,theauthorsandtheeditorsaresafetoassumethattheadviceandinformationinthisbook arebelievedtobetrueandaccurateatthedateofpublication.Neitherthepublishernortheauthorsorthe editorsgiveawarranty,expressorimplied,withrespecttothematerialcontainedhereinorforanyerrors oromissionsthatmayhavebeenmade.Thepublisherremainsneutralwithregardtojurisdictionalclaims inpublishedmapsandinstitutionalaffiliations. ThisSpringerimprintispublishedbytheregisteredcompanySpringerNatureSwitzerlandAG Theregisteredcompanyaddressis:Gewerbestrasse11,6330Cham,Switzerland Preface In a globalized and interconnected world, societies face an increasing number of problemssuchaspublichealth;social,cultural,andeducationalissues;orenviron- mental challenges, among many others. Such problems need social marketing approachestoberesolved. Thus,socialmarketingbecomesakeytooltodesignandimplementprogramsto promotesociallydesiredattitudesandbehaviors(orchangeundesiredattitudesand behaviors).Importance,popularityandusageofsocialmarketinghavegrowninthe lastfewdecades. The aim of this book is to describe several cases to illustrate the application of social marketing in different areas, in different countries, and by different organizations.Thus,thisbookincludessocialmarketingcampaignsdeveloped: – Bypublicandnonprofitorganizations. – In countries such as Argentina, Brazil, Colombia, El Salvador, Hungary, India, Norway,Portugal,Romania,Serbia,Spain,ortheUnitedKingdom;orinseveral countriessimultaneously(LatinAmerica,orinternationally). – On topics such as environment (greenwashing, fire prevention, water pollution reduction),publichealth(childhoodobesity,blooddonation,Zikavirusinfection, HIV infection, antibiotics use, mental health, tap water consumption), social, cultural, and educational issues (child marriage, access to cultural events for socially disadvantaged children, work integration for vulnerable citizens, social innovationinsolidarityeconomy,consumerprotection),andsafetyandsecurity (youth and gender-based violence, transportation accessibility for disabled peo- ple,roadsafety,abandonment,andmistreatmentofanimals). Thisbookfocusesoncontributingtosocialmarketingliteraturefromaninterna- tional practical perspective. The objective is to offer a useful book for social marketingcourses,and for socialmarketers orprofessionals that needexamples of socialmarketingcampaignsdevelopedaroundtheworldtoimprovetheirabilityto v vi Preface designandimplementsocialmarketingprogramstoreinforceorinfluenceattitudes orbehaviors,orpromotebehaviorchange. Badajoz,Spain M.MercedesGalan-Ladero Covilhã,Portugal HelenaM.Alves Contents TheoreticalBackground:IntroductiontoSocialMarketing. . . . . . . . . . 1 HelenaM.AlvesandM.MercedesGalan-Ladero PartI SocialMarketingCases:Environment Greenpeace:TheThreatoftheDarkSideofVolkswagen. . . . . . . . . . . . 13 AntonioChamorro-Mera PlanofActionAgainsttheFire:EducationalProgramme“Bombi, theFirefighter”. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . 25 EnriqueBianchiandCarolinaSánchez Greenpeace’sDetoxCampaign:TowardsaMoreSustainableTextile Industry. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 JoséManuelOrtega-EgeaandNievesGarcía-de-Frutos PartII SocialMarketingCases:PublicHealth GoingBeyondDownstreamSocialMarketing:TheCaseof“Jamie’s FoodRevolution”. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51 MaríaJoséMontero-SimóandRafaelA.Araque-Padilla HowtoPromoteBloodDonation?TheCaseoftheBloodDonor AssociationofCantabria(Spain). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61 M.Mar.García-DelosSalmonesandAndreaPérez TheImportanceofSocialMarketinginGlobalHealthEmergencies: TheCaseofZikaVirusInfection. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73 M.MercedesGalan-LaderoandM.AngelesGalan-Ladero SocialMarketingAppliedtoHIV/AIDSPrevention:TheCase ofaFive-YearGovernmentalResponseinPortugal. . . . . . . . . . . . . . . . 85 BeatrizCasais,JoãoF.Proença,andHenriqueBarros SocialKnowledgeinPublicHealth:CaseStudyonSubstantiating andInstrumentingtheSocialMarketingCampaignsinRomania. . . . . . 101 AniMateiandCorina-GeorgianaAntonovici vii viii Contents VidyasagarInstituteofMentalHealth:BringingPeopleTogether foraCause. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 113 DeepShree,ShikshaKushwah,andMahimSagar HowtoEncouragetheConsumptionofTapWater:ACaseStudy onÁguasdoPorto. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 123 AnaJ.Almeida,AnaP.Ribeiro,RuteD.Martins,MarisaR.Ferreira, andJoãoF.Proença PartIII SocialMarketingCases:Society,CultureandEducation TheRoleofSocialMarketinginaControversialCause:The EradicationofChildMarriage. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 135 FranciscoI.Vega-GomezandM.MercedesGalan-Ladero ASuccessfulFestivalforKidsinGyőr. . . . . . . . . . . . . . . . . . . . . . . . . . 149 IdaErcsey SocialMarketingforSocialInnovation:TheEmploymentPlan oftheSpanishRedCrossasaCaseStudy. . . . . . . . . . . . . . . . . . . . . . . 161 MartaRey-GarcíaandVanessaMato-Santiso TheRoleofCivilSocietyOrganizationsinSocialInnovation asanExampleoftheNewSocialMarketing. . . . . . . . . . . . . . . . . . . . . . 171 BegoñaÁlvarez-García,LuisIgnacioÁlvarez-González, MartaRey-García,NoeliaSalido-Andrés,andMaríaJoséSanzo-Pérez TheSocialRoleofAwarenessCampaignsonConsumerProtection: AnExtensionoftheSocialMarketingArea. . . . . . . . . . . . . . . . . . . . . . 183 AniMateiandCarmenSăvulescu PartIV SocialMarketingCases:SafetyandSecurity PreventingYouthViolenceinElSalvador:ARelationalSocial MarketingModel. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 195 ReynaldoRivera EqualityandGender-BasedViolenceintheUniversity:APractical CaseofSocialMarketingtoImplementintheFramework ofNon-ProfitMarketingStudies. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 205 JuanJoséMier-TeránFrancoandPedroPabloMarín-Dueñas SocialMarketingandTheirRelatedChallengesfortheLimitedAccess forPeopleLivingwithaDisability:ASerbianCaseStudy. . . . . . . . . . . 223 AnaVulevic,DraganDjordjevic,RuiAlexandreCastanho, andJoséCabezas-Fernández Contents ix SocialMarketingintheGeneralDirectorateofTraffic’sCampaign Called“Caminantedigital”. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 237 EstelaNúñez-Barriopedro CombattoAbandonmentandMistreatmentofAnimals:ACase StudyAppliedtothePublicSecurityPolice(Portugal). . . . . . . . . . . . . . 245 BrunoSousaandDanielaSoares
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