Applied Social Marketing and Quality of Life: Case Studies from an International Perspective

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