Table Of ContentApplying Quality of Life Research: Best Practices
M. Mercedes Galan-Ladero
Reynaldo G. Rivera Editors
Applied Social
Marketing
and Quality
of Life
Case Studies from an International
Perspective
Applying Quality of Life Research
Best Practices
SeriesEditor
Helena Alves, Department of Management and Economics, University of Beira
Interior,Covilhã,Portugal
EditorialBoardMembers
JoeSirgy,VirginiaPolytechnicInstituteandState,Virginia,VA,USA
GracielaTonon ,FacultyofSocialSciences,UniversityofPalermo,BuenosAires,
Argentina
Patsy Kraeger, Institute for Public & Nonprofit Studies, Georgia Southern Univer-
sity,Statesboro,GA,USA
FrancescoSarracino,StatisticalOfficeofLuxembourg,Luxembourg,Luxembourg
KaiLudwigs,HappinessResearchOrganisation,Düsseldorf,Germany
This book series focuses on best practices in specialty areas of Quality of Life
research, including among others potentially: community development, quality of
work life, marketing, healthcare and public sector management. In today’s world,
governments, organizations and individuals alike are paying increasingly more
attention to how their activities impact on quality of life at the regional, national
and global levels. Whether as a way to tackle global resource shortages, changing
environmental circumstances, political conditions, competition, technology or oth-
erwise,thefar-reachingimpactofdecisionsmadeintheseandotherareascanhavea
significant impact on populations regardless of their level of development. Many
lessons have been learned; yet many are still to be realized. Across a number of
volumes on diverse themes, this book series will address key issues that are of
significant importance to decision makers and participants across all sectors. The
series will be invaluable to anyone with an interest in applying quality of life
knowledgeincontemporarysociety.
Moreinformationaboutthisseriesathttp://www.springer.com/series/8364
(cid:129)
M. Mercedes Galan-Ladero Reynaldo G. Rivera
Editors
Applied Social Marketing
and Quality of Life
Case Studies from an International Perspective
Editors
M.MercedesGalan-Ladero ReynaldoG.Rivera
UniversityofExtremadura AustralUniversity
Badajoz,Spain BuenosAires,Argentina
ISSN2213-994X ISSN2213-9958 (electronic)
ApplyingQualityofLifeResearch
ISBN978-3-030-83285-8 ISBN978-3-030-83286-5 (eBook)
https://doi.org/10.1007/978-3-030-83286-5
©TheEditor(s)(ifapplicable)andTheAuthor(s),underexclusivelicensetoSpringerNatureSwitzerland
AG2021
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The publisher, the authors, and the editorsare safeto assume that the adviceand informationin this
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Toallthepeopleandorganizationswhowork
tomakeabetterworld,tohelpotherpeopleto
improve their quality of life.
Preface
In the age of globalization and digitalization, societies face important challenges
related to public health, education, the environment, etc., which can be addressed
andsolvedbysocialmarketing,andwhichhaveagreatinfluenceonpeople’squality
oflife.
Thus,socialmarketinghasbecomeakeytooltopromote,modify,discourage,or
evenabandoncertainideas,values,attitudes,and/orsocialbehaviors.
Theaimofthisbookistodescribedifferentcasesabouttheapplicationofsocial
marketing in different areas, in different countries, and by different organizations
(publicandnonprofitorganizationsmainlybutalsobusinesses),andwhichhavean
impactonthequalityoflifeoftheirtargetaudiences.Thereby,thisbookapproaches
social marketing from quality-of-life (QOL) marketing philosophy in an interna-
tionalcontext,includingcasestudiesfromdifferentregionsaroundtheworld.
Therefore,thisbookisstructuredasfollows:
(cid:129) Atheoreticalinitialchapter,tointroducetheconceptsofsocialmarketing,quality
oflife,andthelinkbetweenthesetwoterms.
(cid:129) 25 case studies: they are brief but sufficiently complete, so that readers can
understand the initial problem and see how the social marketing campaign was
developed.
Thesecaseshavebeengroupedintoseveralthematicsections,focusedon:
– Health: Disease Prevention and Risk Behavior. This section includes cases
relatedtothepreventionofdiseasesandriskbehaviors.
– SafeandHealthyLifestyles.Thissectionincludescasesrelatedtopromoting
betterlifestyles(exercise,sustainablefood,recycling,etc.)
– InclusionandInterpersonalRelationships.Thissectionreferstocasesrelated
toinclusive educationand labor inclusion (people with disabilities,refugees,
familyorientation,andcommunity-basedactionsforsocialchange).
Withintheirdiversity,asimilarorganizationofallthechaptershasbeensought:
(cid:129) Anintroductiontothetopic
(cid:129) Thedevelopmentofthecase
vii
viii Preface
(cid:129) Conclusions
(cid:129) Discussionquestions(tobediscussedinclass,oroutsidetheclassroom)
(cid:129) Teaching notes: with the possible solutions to the questions, or guidelines for
workinganddiscussingthem(whentheyarepersonalopinionsanddonothave
correct/incorrectanswers).
Thisbookisaimedatundergraduateandgraduatestudentsinmarketingcourses
ingeneral,andsocialmarketinginparticular.Itisalsointendedforsocialmarketers
andpractitionerswhoworkinthisdiscipline,sothattheyknowdifferentexperiences
of social marketing campaigns carried out in other countries and see the different
results obtained. Thus, they can compare them and/or take them as a reference,
improving their ability to design and implement new social marketing campaigns
andstrategiesintheirspecificcontexts.
Aseditors,wewouldliketoespeciallythanktheworkofalltheauthorswho,with
their cases, have made this book possible. Their availability and collaboration in
thesedifficultmonthsoflockdowninpracticallyallthecountriesduetotheglobal
COVID-19 pandemic have been key to bringing this project to fruition. We have
beenabletoverifyfirsthandtheeffectofsocialmarketingcampaignsonourattitudes
andbehaviors(e.g.,thosethatwantedusto“stayathome”.or“usethemask”)with
different results depending onthe countries, and how much they have affected our
qualityoflife.
Finally,we wouldalso liketothank theInternational Association ofPublicand
Non-Profit Marketing (AIMPN - IAPNM), its members, and participants in its
conferences, for the support they have given us, collaborating as authors in many
ofthecasestudiesand/orhelpingtospreadthecallforchaptersofthisbook.
We hope this book will be useful and enjoyable for readers, and will help to
highlight the importance of social marketing around the world. And we also hope
thatitwillencouragemoreresearchandworkinthisfield,tospreadthebenefitsthat
social marketing can provide, especially in improving people’s quality of life
worldwide.
Weinvitereaderstocontactusiftheywish,tosendustheircommentsormake
suggestionsforimprovementsforfutureeditionsofthisbook.
Badajoz,Spain M.MercedesGalan-Ladero
BuenosAires,Argentina ReynaldoG.Rivera
November,2020
Contents
PartI Health:DiseasePreventionandRiskBehavior
1 TheoreticalBackground:SocialMarketingandQualityofLife. . . 3
HelenaAlves,M.MercedesGalan-Ladero,andReynaldoG.Rivera
2 LaboratoryofHemoderivative:CommitmenttotheQuality
ofLife.SocialMarketingCampaign“DonatePlasma,Donate
Smiles”. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
EnriqueBianchi,MarianaMendoza,RominaPaiaro,DanielaFontana,
andNatachaBeltrán
3 TheImportanceofSocialMarketinginSkinCancerPrevention:
TheCaseofPortugal. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47
JulianaCorreia,SusanaC.Silva,andPauloDuarte
4 QualityofLifeasanOutcomeDisclosureofPositiveAppeals
inSocialAdvertisements:TheCaseofHIV/AidsPrevention
Campaigns. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63
BeatrizCasaisandJoãoF.Proença
5 COVID-19PandemicandSocialMarketing:Enhancing
QualityofLifeinaGlobalHealthCrisis. . . . . . . . . . . . . . . . . . . . . 73
M.MercedesGalan-Ladero,ReynaldoG.Rivera,EnriqueBianchi,
EdyLorenaBurbano,HelenaAlves,JoseLuisVazquez-Burguete,
andMariaPurificacionGarcia-Miguelez
6 From“Stoptober”intheUKto“MoisSansTabac”inFrance:
HowtoImportandEvaluateaComplexandLarge-Scale
SocialMarketingCampaign. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 117
RomainGuignard,AurianeDjian,AnnePasquereau,AurélieBlanc,
KarineGallopel-Morvan,OlivierSmadja,JustineAvenel-Roux,
FélicieDavid,JenniferDavies,GuillemetteQuatremére,
PierreArwidson,andViêtNguyen-Thanh
ix
x Contents
7 PromotingQualityofLifeThroughaSocialMarketingCampaign
forRoadSafety. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 133
JoãoFins,BeatrizCasais,FilipeMelão,andSusetePires
8 MicroDocumentary“PreventionontheWeb”forSchool
ChildrenintheCityofElAlto(Bolivia)—AProposalforIts
Improvement. . . . . . . .. . . . . . . .. . . . . . . .. . . . . . . . .. . . . . . . .. 143
BryanFabriscioPeñaranda-Casablanca
9 SocialMarketing,QualityofLife,Well-Being,andViolence
AgainstWomen:AnalysisoftheHashtag#MeToo. . . . . . . . . . . . . 155
AraceliGaliano-CoronilandManuelaOrtega-Gil
PartII SafeandHealthyLifestyles
10 “ForaMillionSteps”:TheUseofSocialMarketingand
WearableDevicesinthePromotionofPhysicalExercise
toAchieveQualityofLife. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 175
AnaIsabelPolo-Peña,DoloresMaríaFrías-Jamilena,
andFranciscoPeco-Torres
11 TheBehobia:SanSebastianRace—PromotingSport,Health
andtheQualityofCommunityLife. . . . . . . . . . . . . . . . . . . . . . . . . 189
IñakiGarcia-Arrizabalaga,JuanJoseGibaja-Martins,
andAlazneMujika-Alberdi
12 AnOriginalSocialMarketingCampaignto“TryVegan”:
EffectivenessandImpactonQualityofLife. . . . . . . . . . . . . . . . . . 205
EstelaM.Díaz,NoraLado,andDavidF.Martín
13 TheImpactofSustainableFoodSystemsonQualityofLife:
InnovatingHospitalFoodforHealth,HealingandWell-Being
ofPeopleandPlanet. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 221
MartaRey-Garcia
14 “PakistanWithoutWaste”:ImprovingtheQualityofLife
ThroughCorporateSocialMarketing. . . . . . . . . . . . . . . . . . . . . . . 239
HinaY.Bhatti,M.MercedesGalan-Ladero,
andClementinaGalera-Casquet
15 LaHormigaVerdeasaCaseofSocialMarketingtoImprove
theQualityofLifeThroughRecyclingWasteElectricaland
ElectronicEquipment(WEEE). . . . . . . . . . . . . . . . . . . . . . . . . . . . 255
M.VictoriaCarrillo-Duran,MariaGarcia-Garcia,
andJuanLuisTato-Jimenez
