Social Marketing in Action: Cases from Around the World

Description

This textbook provides students with real-world social marketing case studies from different countries and regions around the world, taking learners from classroom theory to practice. The primary objective is to clearly portray to students distinct, identifiable steps that are essential for successful social marketing campaigns. Core social marketing practices are applied to each case to help students master social marketing principles and apply them to their own real world social marketing activities in order to affect positive social change. This textbook first provides the tools necessary to understand the effective applica- tion of social marketing, and then offers 24 case studies exemplifying effective social marketing efforts from all around the world. Specifically, Part I clearly and concisely explains the principles of social marketing in five chapters: • Upstream vs. downstream social marketing, SWOT, competition • Fundamentals of social marketing, ethics • Formative and Evaluative Research • Theories applied in social marketing • A historical perspective on social marketing Part II features 24 social marketing case studies that demonstrate the application of social marketing principles. All 24 cases follow a consistent structure that includes: • Background • Positioning • SWOT • Research • Objectives • The 4 P’s • Target audience • Evaluation • Barriers and benefits • Discussion • Competition This format allows for students and professors to easily and effectively select individual cases and compare between cases. This textbook also allows instructors to encourage critical thinking by having students compare and contrast not only the cases themselves, but the applications used. In addition, teaching guides with answers to discussion questions, suggestions for activities inside and outside of the classroom and further readings are available to assist professors in teaching from this book. Front Matter ....Pages i-xxix Front Matter ....Pages 1-1 The Big Picture in Social Marketing (Debra Z. Basil)....Pages 3-21 The Fundamentals of Social Marketing (Debra Z. Basil)....Pages 23-44 Research and Evaluation in Social Marketing (Michael D. Basil)....Pages 45-57 Theory in Social Marketing (Michael D. Basil)....Pages 59-78 A Brief History of Social Marketing (Gonzalo Diaz-Meneses, Michael D. Basil)....Pages 79-89 Front Matter ....Pages 95-95 Fun Ways to Engage with Rail Safety Through the Dumb Ways to Die Social Marketing Campaign (Jennifer Algie, Nicole Mead)....Pages 93-110 The Second Life of Food: When Social Marketing Bridges Solidarity and Waste Prevention (Ksenia Silchenko, Federica Simonetti, Giacomo Gistri)....Pages 111-126 The Bank of Cancer Research: Applying Social Marketing to Provide Sustainable Funding for Cancer Research (Peter Vitartas, Nicholas Shipley, Aaron March)....Pages 127-139 VCW for Social Impact in a Developing Country: Personal Development and Entrepreneurship in a Leadership Academy (Carlos Reis-Marques, Luís Filipe Lages, Valentine Vix Caminati)....Pages 141-162 Operation Red Nose: Providing a Safe Holiday Ride and Raising Money for Charity Through Social Marketing (Katherine C. Lafreniere, Katharine Howie)....Pages 163-174 Social Marketing for the Reduction of Tax Evasion: The Case of Electronic Invoicing in Portugal (Beatriz Casais, Marisa R. Ferreira, João F. Proença)....Pages 175-186 Worn Wear: Better than New—How Patagonia’s Social Marketing Campaign Enhances Consumers’ Responsible Behavior (Nina Bürklin)....Pages 187-201 Front Matter ....Pages 211-211 Inculcating the Handwashing Habit Through Social Marketing Among Poor Children in India (Dinesh Kumar, Punam Gupta)....Pages 205-219 Social Marketing Campaigns for Healthier Eating Habits in France: VIF and “LES BONNES PORTIONS” (The Right Portions) Campaign Against Childhood Obesity (Patricia Gurviez, Sandrine Raffin)....Pages 221-236 Smile Train India: A Social Marketer Targeting Cleft Lip/Palate as a Socio-Medical Issue (Sivakumar Alur)....Pages 237-246 Enhancing Existing Communication Channels for Large-Scale Health Interventions: Making Every Contact Count in the United Kingdom (Katherine C. Lafreniere, Andy McArthur)....Pages 247-256 Saving Lives Through Lifebuoy’s “Help a Child Reach 5” Social Marketing Campaign (Sonal Kureshi, Sujo Thomas)....Pages 257-269 Behavior Change and Nutrition Education for Teenagers: Nestlé Social Marketing “Healthy Kids Programme” in India (Andrei Tiganas, Anamaria Boghean, José Luis Vázquez)....Pages 271-282 Using Social Marketing to Promote Handwashing with Soap for a Healthier Vietnam (Hoang Minh Doan, Van Dao Truong)....Pages 283-295 Front Matter ....Pages 307-307 Using Social Marketing to Increase Bicycle Ridership to Major Events in Vancouver, Canada (Katherine C. Lafreniere, Debra Z. Basil)....Pages 299-310 Akureyri on the Verge: Carbon Neutral and Beyond Through Targeted Social Marketing (G. Scott Erickson)....Pages 311-326 Vancouver Aquarium and World Wildlife Foundation’s Great Canadian Shoreline Cleanup: Increasing Volunteerism by Targeting Social Networks (Katherine C. Lafreniere, Michael D. Basil)....Pages 327-338 A Community-Based Social Marketing Anti-littering Campaign: Be the Street You Want to See (Mine Üçok Hughes, Will McConnell, Stephen Groner)....Pages 339-358 The Coulee Clean-Up: A Social Marketing Program for Litter Pickup in Lethbridge, Canada (Katherine C. Lafreniere, Debra Z. Basil)....Pages 359-377 Applying Social Marketing to Koala Conservation: The “Leave It” Pilot Program (Patricia David, Bo Pang, Sharyn Rundle-Thiele)....Pages 379-390 Front Matter ....Pages 403-403 Co-creating a Sea Change Social Marketing Campaign for Ocean Literacy in Europe: A Digital Interactive Tool for Environmental Behavior Change (Christine Domegan, Patricia McHugh, Veronica McCauley, Kevin Davison)....Pages 393-409 Enhancing Health by Means of Massive Open Online Courses (Gonzalo Diaz-Meneses)....Pages 411-431 Use of Social Marketing to Improve Science Teaching in Maharashtra, India: 2014–18 (Sameer Deshpande)....Pages 433-446 A Case of Co-created Social Marketing Campaign: The Spanish Ana Bella Social School for Women’s Empowerment (Yolanda Díaz-Perdomo, Luis I. Álvarez-González, M. José Sanzo-Pérez)....Pages 447-462