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