Social Marketing in Action: Cases from Around the World (Springer Texts in Business and Economics)

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. Preface Acknowledgements About This Book Contents Understanding Social Marketing 1 The Big Picture in Social Marketing Introduction Defining Social Marketing Social Marketing Versus Education Versus Law Externalities, Free Will, and Self-interest Structural Barriers to Behavior Change Macro Versus Micro and Upstream Versus Downstream Approaches to Social Marketing Planning a Social Marketing Program Situation Analysis SWOT (Strengths, Weaknesses, Opportunities, and Threats) Competition Appendix: Additional Resources for the Big Picture in Social Marketing References 2 The Fundamentals of Social Marketing Introduction Program Objectives Segmenting, Targeting, and Positioning (STP) Segmenting Targeting Positioning Exchange, Benefits and Barriers Benefits Barriers The Four (or Seven) P’s of Social Marketing Product Price Place Promotion The Other Three P’s Concerns with the Four P’s (or Seven P’s) in Social Marketing Community-Based Social Marketing Ethics Appendix: Additional Resources for the Fundamentals of Social Marketing References 3 Research and Evaluation in Social Marketing Introduction Useful Forms of Research Formative Research Process Evaluations Outcome Evaluations Benchmarking Which Type of Research Should I Use? Appendix: Additional Resources for Research and Evaluation in Social Marketing References For Further Reading 4 Theory in Social Marketing Introduction Exchange Theory Diffusion of Innovations Involvement Casting a Wider Net Fear and Efficacy Health Belief Model (HBM) The Extended Parallel Process Model (EPPM) Theory of Reasoned Action (TRA) and Theory of Planned Behavior (TPB) Stages of Change or the Transtheoretical Model Social Impact and Environmental Psychology Community Readiness Model Conclusion Appendix: Theories Used in Social Marketing References 5 A Brief History of Social Marketing A Look Back Trends and Tensions in the Theoretical World Trends and Tensions in the Applied World Social Marketing and the New Millennium Current Tendencies and Budding Trends Appendix: Additional Resources for the History of Social Marketing References Social Marketing Cases: Social Welfare 6 Fun Ways to Engage with Rail Safety Through the Dumb Ways to Die Social Marketing Campaign Campaign Background The Dumb Ways to Die Campaign Past Efforts and Environmental Context SWOT Analysis Strengths Weaknesses Opportunities Threats Target Audience Campaign Objectives Positioning Supporting Theories Marketing Strategy Product (or “Proposition”) Price (or Costs of Involvement/or Behavior Change) Place (or Accessibility of Proposition) Promotion People and Processes Campaign Evaluation Discussion and Lessons Learned References Resources and Websites 7 The Second Life of Food: When Social Marketing Bridges Solidarity and Waste Prevention Theory Campaign Background Two Global Problems of the Food Domain Banco Alimentare Initiative: Reducing Food Insecurity Through the Fight Against Food Waste SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) Strengths Weaknesses Opportunities Threats Target Audience Social Marketing Objectives Barriers, Benefits, and Competition Positioning Research Marketing Strategy Product Price Place Promotion Partnering with Food Business for Cause-Related Marketing Visual Identity Social Media Annual National Food Collection Day Program Evaluation Food Recovery and Redistribution Growth and Reach Public Awareness Increase in Exposure Discussion and Lessons Learned References 8 The Bank of Cancer Research: Applying Social Marketing to Provide Sustainable Funding for Cancer Research Campaign Background Why Cancer? Why a Bank? Concept Implementation SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) Strengths Weakness Opportunity Threats Target Audience Demographic Geographic Product Usage Characteristics Campaign Objectives Positioning Marketing Strategy (the Extended 7P’s of Marketing: Product, Price, Place, Promotion, People, Process, and Physical Evidence) Program Evaluation Discussion and Lessons Learned Additional Resources Videos for Social Media Blogs and Memes on Social Media References 9 VCW for Social Impact in a Developing Country: Personal Development and Entrepreneurship in a Leadership Academy Theoretical Background Social Marketing, Leadership, Innovation, and Value The Value Creation Wheel Meta-Framework The Use of VCW as a Tool to Support Social Marketing Initiatives Campaign Background Case Study/Project Specification The Context SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) Strengths of this VCW Project Weaknesses/Challenges for this VCW Project Market Opportunities for this VCW Project Market Threats for this VCW Project Project Goals Target Audience Barriers and Benefits Positioning Research VCW Project Marketing Strategy Product/Service Definition, Process, and Delivery Preparation and Launch (Lisbon) VCW Adoption Supported by the Use of Social Marketing Techniques Evaluation and Further Actions (Lisbon/Nampula) Price Definition Place of Implementation Promotion Initiatives VCW Project Evaluation Participants’ Evaluation Contractor’s Evaluation Discussion and Lessons Learned Conclusion References Other Sources 10 Operation Red Nose: Providing a Safe Holiday Ride and Raising Money for Charity Through Social Marketing Campaign Background and Environment ORN Mission SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) Strengths Weaknesses Opportunities Threats Past and Similar Efforts Target Audience Campaign Objectives Behavior Objectives Knowledge Objectives Belief Objectives Other Important Objectives Factors Influencing Behavior Motivators Barriers Competing Behaviors Campaign Strategies Product Strategies Pricing Strategies Place Strategies Promotion Strategies Other Important Strategies Corporate Sponsors Athlete Volunteers Concluding Remarks References 11 Social Marketing for the Reduction of Tax Evasion: The Case of Electronic Invoicing in Portugal Campaign Background SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) Strengths Weaknesses Opportunities Threats Target Audience Campaign Objectives Benefits, Barriers, and Competition Positioning Marketing Strategy Product Price Place Promotion People Process Program Evaluation Discussion and Lessons Learned Acknowledgements References 12 Worn Wear: Better than New—How Patagonia’s Social Marketing Campaign Enhances Consumers’ Responsible Behavior Campaign Background The Company—Between Environmental Protection and Business Success “Better Than New”—Social Marketing to Enhance Consumers’ Voluntary Simplicity SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) Strengths Weaknesses Opportunities Threats Target Audience Campaign Objectives and Goals: Inspire, Educate, Take Action Positioning Marketing Strategy Place Promotion Pricing People Purpose Organization and Campaign Evaluation/Campaign Objectives and Goals: Inspire, Educate, Take Action Discussion and Lessons Learned References Social Marketing Cases: Health 13 Inculcating the Handwashing Habit Through Social Marketing Among Poor Children in India Introduction Campaign Background and Environment Theoretical Background The Clean Hands Project Target Audience Target Audience Barriers and Benefits Barriers, Benefits, and Competition SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) Strengths Weaknesses Opportunities Threats Past and Similar Efforts Campaign Objectives and Goals Behavior Objectives Knowledge Objectives Belief Objectives Campaign Strategies Product Strategies Lowering Environmental and Cultural Barriers Transforming Old Habits Finding Motives and Drivers Place Strategies Promotion Strategies Positioning Message Design Other Important Strategies Volunteer Engagement Strategic Third-Party Sponsors Soap Medicines Gifts Evaluation Lessons Learned and Future Direction References 14 Social Marketing Campaigns for Healthier Eating Habits in France: VIF and “LES BONNES PORTIONS” (The Right Portions) Campaign Against Childhood Obesity Campaign Background SWOT Analysis (Strengths, Weaknesses, Opportunities, and Threats) Strengths Weaknesses Opportunities Threats Past and Similar Efforts LES BONNES PORTIONS Target Audience Campaign Objectives Behavioral Objectives Belief and Knowledge Objectives Barriers, Benefits, and Competition Positioning Research Marketing Strategy Product Price Place Strategies Promotion Strategies Program Evaluation Discussion and Lessons Learned References 15 Smile Train India: A Social Marketer Targeting Cleft Lip/Palate as a Socio-Medical Issue Campaign Background SWOT Analysis Strength Weaknesses Opportunity Threats Target Audience Campaign Initiatives and Objectives Barriers, Benefits, and Competition Positioning Research Marketing Strategy Product Place Price Promotion People Physical Evidence Process Program Evaluation Discussion and Lessons Learned References 16 Enhancing Existing Communication Channels for Large-Scale Health Interventions: Making Every Contact Count in the United Kingdom Campaign Environment and Background SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) Strengths Weaknesses Opportunities Threats Target Audience Barriers to Adopting MECC Campaign Objectives and Goals Behavioral Goals Campaign Strategies Product Strategy Augmented Products Pricing Strategies Place Strategies Promotion Strategies Evaluation Techniques Lessons Learned and Future Direction References 17 Saving Lives Through Lifebuoy’s “Help a Child Reach 5” Social Marketing Campaign Campaign Background and Environment “Help a Child Reach 5” Campaign SWOT Analysis Strengths Weaknesses Opportunities Threats Target Audience Campaign Objectives Creating Awareness Influencing Attitude Changing Behavior Barriers, Benefits, and Competition Positioning Campaign Strategies Product Strategies Pricing Strategies Place Strategies Promotion Strategies Other Important Strategies Program Evaluation Discussions and Lessons Learned References 18 Behavior Change and Nutrition Education for Teenagers: Nestlé Social Marketing “Healthy Kids Programme” in India Campaign Background SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) Strengths Weaknesses Opportunities Threats Target Audience Competition Campaign Objectives Positioning Marketing Strategy Product Price Place Promotion Publics Partnership Policy Purse Strings Program Evaluation Discussion and Lessons Learned References 19 Using Social Marketing to Promote Handwashing with Soap for a Healthier Vietnam Introduction and Background to the Campaign SWOT (Strengths, Weaknesses, Opportunities, Threats) Analysis Strong Resources and Experiences from Unilever Effective Public–Private Partnerships Potential Red-Tape Behaviors of Local Health Officials Commitment and Coordinated Efforts from Governmental Agencies to Improve National Water Supply and Sanitation Substantial Support and Financial Aid from International Donors Poor Sanitary Conditions and Unsafe Hygiene Practices in Local Schools Misperception of the Effectiveness of Water-Only Handwashing, Making Behavior Change Difficult Communication Remains the Key Tool for Promoting Handwashing Target Audience Campaign Objectives Positioning 4Ps and Implementation The Clean Hands Task Force in Action Reality Shows The Clean Hands Toolkit The Clean Hands Squad Game Campaign Evaluation Lessons Learned References Social Marketing Cases: Environment 20 Using Social Marketing to Increase Bicycle Ridership to Major Events in Vancouver, Canada Introduction Campaign Background and Environment The Bicycle Valet in Vancouver SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) Strengths Weaknesses Opportunities Threats Past and Similar Efforts Target Audience Target Audience Barriers and Benefits Positioning Campaign Objectives and Goals Behavior Objectives Knowledge Objectives Belief Objectives Campaign Strategies Product Strategies Pricing Strategies Place Strategies Promotion Strategies Message Design Other Important Strategies Volunteer Engagement Strategic Third-Party Sponsors Evaluation Performance and Growth Measure Volunteer Engagement Measures Other Performance Highlights Lessons Learned and Future Direction References 21 Akureyri on the Verge: Carbon Neutral and Beyond Through Targeted Social Marketing SWOT Analysis (Strengths, Weaknesses, Opportunities, and Threats) Strengths Weaknesses Opportunities Threats Segmentation and Targeting Campaign Objectives Barriers, Benefits, and Competition Positioning/Research Marketing Mix Product/Offering Place/Distribution Price Promotion/Integrated Marketing Communications Program Evaluation Lessons Learned Acknowledgements References 22 Vancouver Aquarium and World Wildlife Foundation’s Great Canadian Shoreline Cleanup: Increasing Volunteerism by Targeting Social Networks Introduction The Great Canadian Shoreline Cleanup SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) Strengths Weaknesses Opportunities Threats Target Audiences Campaign Objectives Behavioral Objectives Knowledge Objectives Belief Objectives Positioning Research Strategies Product Strategies Augmented Products Pricing Strategies Place Strategies Promotion Strategies Message Design Another Important Strategy: Data Collection Program Evaluation Discussion, Lesson Learned, and Future Directions References 23 A Community-Based Social Marketing Anti-littering Campaign: Be the Street You Want to See Campaign Background SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) Strengths Weaknesses Opportunities Threats Target Audience Campaign Objectives Positioning Marketing Strategy Product Price Place Promotion Community-Based Social Marketing Campaign Step 1: Selecting Behaviors Step 2: Identifying Barriers and Benefits Step 3: Developing Strategies Step 4: Piloting Step 5: Broad-Scale Implementation and Evaluation Program Evaluation Discussion and Lessons Learned Conclusion Appendix 1: Review of Barriers, Motivators, and Marketing Tactics Appendix 2: Promotional Tools Evaluation Outcomes References 24 The Coulee Clean-Up: A Social Marketing Program for Litter Pickup in Lethbridge, Canada Background Motivation to Participate Lethbridge Area Helen Schuler Nature Centre SWOT (Strengths, Weaknesses, Opportunities, Threats) Analysis Strengths Weaknesses Opportunities Threats Past and Similar Efforts Target Audiences Objectives and Goals Behavior Objectives Knowledge Objectives Belief Objectives Factors Influencing Adoption Behavior Barriers Benefits Competing Behaviors Positioning Marketing Strategies Product Strategy Augmented Products Price Strategy Place Strategy Promotion Strategy People Process Evaluation Measures Lessons Learned and Future Directions References 25 Applying Social Marketing to Koala Conservation: The “Leave It” Pilot Program Campaign Background SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) Strengths Weaknesses Opportunities Threats Target Audience Target Audience Barriers and Benefits Campaign Objectives Positioning Competition Marketing Strategy (Product, Price, Place, Promotion) Product Strategies Pricing Strategies Place Strategies Promotion Strategies DogFest Web site Flyers and Emails Social Media Program Evaluation Discussion and Lessons Learned Practical Activity References Social Marketing Cases: Education 26 Co-creating a Sea Change Social Marketing Campaign for Ocean Literacy in Europe: A Digital Interactive Tool for Environmental Behavior Change Campaign Background and Context Strengths, Weaknesses, Opportunities, Threats (SWOT) Analysis Strengths Weaknesses Opportunities Threats Target Audience Campaign Objectives Behavioral Objectives Co-creation Objectives Competition Positioning Marketing Strategy Product Strategy Price Strategy Place Strategy Promotion Strategy People Strategy Process Strategy Research and Program Evaluation Discussion and Lessons Learned References 27 Enhancing Health by Means of Massive Open Online Courses Campaign Background SWOT Analysis (Strengths, Weaknesses, Opportunities, and Threats) Target Audience Campaign Objectives Barriers and Benefits Positioning and Competition Research Marketing Mix Strategy (Product, Price, Place, Promotion) Program Evaluation Discussion and Lessons Learned References 28 Use of Social Marketing to Improve Science Teaching in Maharashtra, India: 2014–18 Campaign Background Target Audience SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) Campaign Objectives Target Audience Analysis Benefits to Desired Behavior (Delivering Science Curriculum Using a Constructivist Approach) Benefits to Current Behavior (Delivering Science Curriculum via Chalk-and-Talk Method) Barriers to Desired Behavior Positioning and Marketing Strategy Product Management Price Management Place Management Promotion Management Implementation Pilot Study Main Study Main Study 1 Main Study 2 Budget Discussion and Lessons Learned References 29 A Case of Co-created Social Marketing Campaign: The Spanish Ana Bella Social School for Women’s Empowerment Campaign Background Social Marketing, the Service-Dominant Logic, and Co-creation of Value Actors Involved in the Campaign SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) Strengths Weaknesses Opportunities Threats Target Audience Campaign Objectives Barriers, Benefits, and Competition Positioning Research Marketing Strategy Introduction Product Price Place Promotion People Process Program Evaluation Discussion and Lessons Learned References Webliography 30 Correction to: Social Marketing in Action Correction to: D. Z. Basil et al. (eds.), Social Marketing in Action, Springer Texts in Business and Economics, https://doi.org/10.1007/978-3-030-13020-6