Applied Social Marketing and Quality of Life

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.

Autorentext

M. Mercedes Galan-Ladero is Associate Professor (Prof. Contratado Doctor) in the Department of Business Management & Sociology, University of Extremadura (Spain), where she teaches marketing courses. She is currently engaged in innovative research in the areas of social marketing, cause-related marketing and corporate social responsibility, as well as ethnocentrism, local food products and their internationalization. Reynaldo G. Rivera is Full Professor in the School of Communication and Design at the Austral University (Argentina). He has a PhD in Communication from the University of Navarra, Spain and Msc in Sociology (University of La Sapienza, Italy. He teaches undergraduate and postgraduate courses on global cities and urban sociology, social marketing, management and sociology of media and communication. He is the founder and principal investigator at InterMedia Social Innovation (Italy), an international research center focused on leadership, entrepreneurship, social innovation and youth development. He received the Cesar Mindstein research award from the Government of Argentina, and is principal investigator in many international research projects funded by the European Union and private foundations.

Inhalt

Chapter 1: Theoretical Background: Social Marketing & Quality Of Life

Part I: Health: Disease Prevention And Risk Behavior

Chapter 2: "Laboratory Of Hemoderivative: Commitment To The Quality Of Life. Social Marketing Campaign "Donate Plasma, Donate Smiles"".

Chapter 3: The Importance Of Social Marketing In Skin Cancer Prevention: The Case Of Portugal.

Chapter 4: Quality Of Life As An Outcome Disclosure Of Positive Appeals In Social Advertisements: The Case Of Hiv/Aids Prevention Campaigns.

Chapter 5: Covid-19 Pandemic & Social Marketing: Enhancing Quality Of Life In A Global Health Crisis.

Chapter 6: From "Stoptober" In The Uk To "Mois Sans Tabac" In France: How To Import And Evaluate A Complex And Large-Scale Social Marketing Campaign.

Chapter 7: Promoting Quality Of Life Through A Social Marketing Campaign For Road Safety

Chapter 8: Case Study: Micro Documentary "Prevention On The Web" For School Children In The City Of El Alto (Bolivia). A Proposal For Its Improvement.

Chapter 9: Social Marketing, Quality Of Life, Well-Being, And Violence Against Women: Analysis Of The Hashtag #Metoo.

Part II: Safe & Healthy Lifestyles

Chapter 10: "For A Million Steps": The Use Of Social Marketing And Wearable Devices In The Promotion Of Physical Exercise To Achieve Quality Of Life.

Chapter 11: "The Behobia - San Sebastian Race. Promoting Sport, Health And The Quality Of Community Life".

Chapter 12: An Original Social Marketing Campaign To "Try Vegan": Effectiveness And Impact On Quality Of Life.

Chapter 13: The Impact Of Sustainable Food Systems On Quality Of Life: Innovating Hospital Food For Health, Healing And Well-Being Of People And Planet.

Chapter 14: "Pakistan Without Waste": Improving The Quality Of Life Through Corporate Social Marketing.

Chapter 15: La Hormiga Verde As A Case Of Social Marketing To Improve The Quality Of Life Through Recycling Waste Electrical And Electronic Equipment (Weee).

Chapter 16: Social Marketing For Flood Risk Management: A Local Communication Campaign In Spain. Chapter 17: We Stay Well Together: A Social Marketing Campaign.

Part III: Inclusion & Interpersonal Relationships

Chapter 18: Case Mosca Hnos.: Breaking Gender Stereotypes Through The Game.

Chapter 19: Quality Of Life Marketing, Innovation And Change Management: The Rasti Robotics And Education Team.

Chapter 20: Promoting Inclusive Education In Nigeria - Diary Of A Special Needs Mum Initiative

Chapter 21: "Disability, Labour Inclusion And Social Marketing In Spain: The Once Foundation Case".

Chapter 22: Corporate Activism And Quality Of Life: Starbucks Corporation Case Study.

Chapter 23: Enhancing Women's Quality Of Life And Empathy Through A Micro-Learning Social Marketing Strategy.

Chapter 24: Social Marketing Actions In Small-Format Convenience Stores: The Case Of Oxxo In Mexico.

Chapter 25: The Power Of Color In Communities: The Social Impact Program 'Comex For A Well Done Mexico'.

Chapter 26: A Marketing Contribution To The Recognition Of Regional And Local Brands: "Portugal Sou Eu" Case Study.