Marketing Sociale - University of Bologna
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Marketing Sociale - University of Bologna
Second cycle degree programmes (LM) in Public and Corporate Communication
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Olio di palma, dalla salute all'ambiente oltre i falsi miti 

Olio di palma, dalla salute all'ambiente oltre i falsi miti  | Marketing Sociale - University of Bologna | Scoop.it
“La demonizzazione dell'olio di palma è la più grande bufala degli anni 2000”. Ne è convinto Giuseppe Allocca, presidente dell'Unione italiana per l'olio di palma sostenibile che oggi a Roma ha organizzato un incontro dal titolo “Olio di palma: parliamone” per fare chiarezza e sfatare tanti pregiudizi che circondano la sostenibilità della produzione dell'olio di palma. Qualche esempio: per sostituire il palma con la colza ci servirebbero 5 volte in più di terreni per avere la stessa quantità di olio che salirebbero a 6 volte di più per il girasole e addirittura a 9 volte più per la soia o a 11 in più per l’olio di oliva.
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Social Marketing - Segmenting the Market to Reach the Targeted Population -Community Tool Box

Social Marketing - Segmenting the Market to Reach the Targeted Population -Community Tool Box | Marketing Sociale - University of Bologna | Scoop.it
What is segmenting the market?


When might you segment the market?


How can you segment the market?


Suppose you're trying to put together a social marketing campaign to reduce youth violence in your community.
A lot of people are going to have to change their behavior for that to happen:
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Non da sola: uno strumento a sostegno di scelte consapevoli in gravidanza

Non da sola: uno strumento a sostegno di scelte consapevoli in gravidanza | Marketing Sociale - University of Bologna | Scoop.it

(17 settembre 2015) Non da sola: uno strumento a sostegno di scelte consapevoli in gravidanza

“Non da sola” è un vero e proprio kit della gravidanza per accompagnare la donna (e la coppia) in tutto il percorso, e nei mesi successivi al parto. Si tratta di 4 strumenti, realizzati da un gruppo di lavoro della Commissione regionale nascita dell’Emilia-Romagna che le future madri possono compilare e discutere con gli operatori sanitari del punto nascita in cui si è deciso di partorire. I materiali, raccolti in una cartella, comprendono: la scheda della gravidanza (in cui registrare i dati clinici e di laboratorio e controllare l’andamento della gestazione); il diario della gravidanza (contenente informazioni su visite ed esami, la salute e i diritti di mamma e neonato); la scheda “scelte per il parto” (che invita ogni mamma a esprimere i propri orientamenti e desideri, per esempio sul luogo e la modalità del parto o sulla donazione del cordone ombelicale); le schede informative (con focus dedicati agli stili di vita in gravidanza, la diagnosi prenatale, gli incontri di accompagnamento alla nascita, il sostegno in travaglio e sollievo dal dolore, il parto con taglio cesareo, la genitorialità, la cura del bambino, l’allattamento al seno e le vaccinazioni nell’infanzia). Per maggiori informazioni visita il sito della Regione Emilia-Romagna.

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Backstage Too Young To Drink 2014 - YouTube

INTERVIEWS BACKSTAGE Father of the baby:
When you decide to have a child, you want it to be born healthy and live its life in the best way.
The way in that a woman spends the nine months of her pregnancy is so important. We have to sensitize women, but also families and society as a whole, to the fact that drinking alcohol during pregnancy can harm the fetus.
It is a very important thing. For this reason we have adhered to this initiative. The fact that, for your self-interest and for your personal pleasure, you can put in danger your child, who has no power and totally depends on you, is very serious.
It is important to understand that drinking alcohol during pregnancy can hurt the unborn child.
Mother of the baby:
I think it is very important to sensitize mothers, parents and people in general, not to drink alcohol during pregnancy for the sake of the health of the unborn child.
We hope to make people believe in the project and to understand the message as clearly as possible.
We also hope that families will spread this information. 
For moms this is the message: do not drink alcohol during pregnancy, not even for a toast. Sometimes people say that drinking a few glasses does nothing, this is not true.
Family and friends, please collaborate with mothers in order to help pursue this goal.
I hope that people will talk about this problem, that can happen when a mother drinks alcohol during pregnancy. Just the fact that we are speaking about it, it means the campaign has achieved a great success.

Erik Ravelo/Fabrica:
My name is Erik Ravelo, and I am responsible for Social Engagement Campaign at Fabrica.
We are here to present our new campaign to raise awareness about not drinking alcohol during pregnancy.
Mum drinks, baby drinks (“Mamma Beve Bimbo Beve”), the campaign we launched few years ago, has been a great success. This year the goal is to develop an international campaign.
We were inspired by the traditional drinks of each country: brandy from the Balkans, the French champagne, Italian wine, the English and Irish whiskey, and Vodka of Eastern Europe.
We have worked with the eternal concept of the unborn child who, instead of being in the belly, is immersed in alcohol.
The Fabrica photographers took a picture of a real baby in our studio. The production of the campaign was made entirely in-house, from start to finish.
For us to convey such a sensitive and touching message is a big challenge. 
We have been asked to do a campaign that can shake people. Fabrica has always been very interested in helping those associations who may not have the means to develop a campaign like this. 
It is a great pleasure for Fabrica to help in creating a strong message, that can reach as many people as possible.
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Why Canada needs a new alcohol strategy

Why Canada needs a new alcohol strategy | Marketing Sociale - University of Bologna | Scoop.it

Marijuana continues to pop up during this (epically long) federal election campaign, with each party offering a different solution to keep the drug out of the hands of young people.

It’s an important debate that essentially boils down to whether you think the current system – under which Canadian youth have become the top users of marijuana compared with their peers in the rest of the developed world – is working or if you believe, like a growing segment of the medical community, that change is needed.

It’s ironic so many people are enraged over the public health consequences of marijuana policy, yet pay little attention to another harmful substance that poses a far greater threat to Canadians.


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Presentazione lavori di gruppo: 9-16 dicembre.

Presentazione lavori di gruppo: 9-16 dicembre. | Marketing Sociale - University of Bologna | Scoop.it
Giuseppe Fattori's insight:


Slide Francesco Marini 

http://bit.ly/1NStpSp

http://bit.ly/1NStpSp


Materiale consigliato su   Twitter

#MKTS2015UNIBO

# del corso "Marketing sociale" 2015-16




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Marketing for Social Change - An overview of 10 distinguishing ideas of social marketing for social change. These ideas are drawn from the book, "Social marketing and social change: Strategies and ...

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Giuseppe Fattori - Social marketing - Intervista a Francois Lagarde #web2salute UNIBO

Intervista a Francois Lagarde - Social Marketing and Communications Consultant and Adjunct Professor, Department of Health Administration Faculty of Medicine...
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Social marketing guide for public health programme managers and practitioners


Via Giuseppe Fattori
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The Vital Role of School-Based Health Centers in Creating a Violence-Free School Environment

The Vital Role of School-Based Health Centers in Creating a Violence-Free School Environment | Marketing Sociale - University of Bologna | Scoop.it
One third of all high school students say that violence is a big problem at their school, and one in four say they do not feel very safe at school, showing the potentially widespread impact that school violence could have on students’ physical and emotional well-being, and ultimately their educational success.4 School violence is essential to address as both a public health and an educational issue relating to school dropout.
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Chimica assolve olio di palma, demonizzazione ingiustificata - Terra&Gusto

Chimica assolve olio di palma, demonizzazione ingiustificata - Terra&Gusto | Marketing Sociale - University of Bologna | Scoop.it

Non c'è "alcuna evidenza scientifica" per giustificare "le campagne, sconfinate spesso nella demonizzazione", dell'olio di palma. Il verdetto di 'assoluzione' arriva da una conferenza scientifica che si è tenuta a 'Food Mood', la business area organizzata, nell'ambito di 'Terra Madre Salone del Gusto', dalla Camera di Commercio di Torino e dall'Università di Scienze Gastronomiche di Pollenzo. "Va molto di moda creare un solo alimento colpevole - ha detto Dario Bressanini, docente di chimica all'Unins (Università di studi dell'Insubria) - ed esaltare 'supercibi' che fanno bene, ma gli allarmismi ed i facili entusiasmi hanno poco senso, anzi sono controproducenti. L'unica strada da seguire per la salute è la dieta variata senza eccessi. Ed è molto meglio che le industrie alimentari mettano in etichetta cosa c'è piuttosto che apporre scritte su cosa non c'è nei prodotti")

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Social media e promozione della salute



FLIPBOARD

https://flipboard.com/@fattori/social-media-pharma-uda1gvv5y


#WEB2SALUTE-TYTD

http://web2salute.com/tytd/


#TYTD2015

https://mktgs.wordpress.com/


TWITTER

https://twitter.com/mktsociale

 

 

SLIDESHARE

http://www.slideshare.net/Fattori/

 

 

SCOOP.IT

@Giuseppe Fattori

 

 

AMAZON

http://www.amazon.it/  Giuseppe Fattori

 

 

LINKEDIN

https://www.linkedin.com/

 

 

MARKETING SOCIALE

http://www.marketingsociale.net/

 

 

WEB2SALUTE

http://web2salute.com/


#TooYoungToDrink

 https://mktgs.wordpress.com/


 

PROGRAMMA PER LA SALUTE

http://www.ppsmodena.it/

 

 

SCOMMETTI CHE SMETTI

http://www.scommettichesmetti.it/

 

 

SAPERE SALUTE

 http://saperesalute.ppsmodena.it/

 

 

POSITIVO ALLA SALUTE

http://www.positivoallasalute.it/attivita_motoria

 

 

HELPAIDS

http://www.helpaids.it/flex/cm/pages/ServeBLOB.php/L/IT/IDPagina/19



Mappa opportunità

http://www.positivoallasalute.it/flex/cm/pages/ServeBLOB.php/L/IT/IDPagina/393

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LA NASCITA IN EMILIA-ROMAGNA: Rapporto sui dati del Certificato di Assistenza al Parto

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Le marketing social : que faire et que dire pour persuader?

François Lagarde, vice-président, Communications à la Fondation Lucie et André Chagnon, expose les grands principes du marketing social. Vous y découvrirez ce …
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Beer, wine, or spirits? Advertising's impact on four decades of category sales - International Journal of Advertising

Beer, wine, or spirits? Advertising's impact on four decades of category sales - International Journal of Advertising | Marketing Sociale - University of Bologna | Scoop.it

This article provides an analysis of the relationship between annual advertising expenditures and sales, using a time series regression procedure, for beer, wine, and liquor sold in the United States from 1971 to 2012. Information from these four decades provides a comprehensive analysis of the relationships of numerous variables with aggregate alcohol category sales. Even though per capita alcohol consumption has not changed much throughout this period, alcohol advertising media expenditures for all alcohol beverages have increased almost 400% since 1971. This study has provided evidence of consumption changes across categories of alcohol beverages over the past 40-plus years with the preponderance of those changes significantly correlated to fluctuations in demography, taxation and income levels – not advertising. Despite other macro-level studies with consistent findings, the perception that advertising increases consumption exists. The findings here indicate that there is either no relationship or a weak one between advertising and aggregate category sales. Therefore, advertising restrictions or bans with the purpose of reducing consumption may not have the desired effect. Implications on policy decisions regarding advertising controls are addressed.

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Concept Testing: The Most Important Step for Social Marketing Research

Concept Testing: The Most Important Step for Social Marketing Research | Marketing Sociale - University of Bologna | Scoop.it

The biggest change in formative research that social marketers are still learning how to do well is concept testing. As I described it in my book, concept testing is the phase of research “in which options for the target behavior and its associated value or benefits are validated among members of the priority group” (p. 185). It is VERY different from pretesting draft messages (in all their formats) and prototypes of products and services before putting them into final form. If I can do only one type of formative research, I always choose concept testing. Why?

Concept testing pits the ‘expert-driven’ decisions of what behavior people ‘should’ engage in and the theoretical hypotheses of ‘why’ they are (or are not) motivated to do so against the realities of the priority group we seek to serve. Concept testing focuses social marketers on being close to people, audience-driven versus maintaining an expert role in which decisions are made and carried out without considering the POV and voice of people. Decisions about what people are expected to be able to do, versus what their capabilities, resources and circumstances allow them to do are rarely examined by these experts. What motivates people to do what they do, or decide to engage in a new behavior, are presumed to be ‘determinants’ of behavior – not the actual thoughts, emotions and experiences people have when confronted by our messages, products and services. If our assumptions about what’s feasible and desirable for people to do are not challenged with concept testing, our messages, materials, products and services are doomed. Too many ‘pretests’ are in reality ‘disaster checks,’ and while the participants in these tests are often kind to us in their responses, lukewarm receptions do not bode well for effective behavioral, organizational or social change. And receiving negative feedback on our work often comes too late in the planning and budgeting of projects to allow for much else than cosmetic changes. The fundamental flaws in the strategy are beyond repair.

Concepts are the ‘big ideas’ for your campaign or program. They bring your positioning statement to life (and if you aren’t crafting a positioning statement before starting down the implementation path, that’s another challenge you can read more about here). For example, the VERBTM campaign to increase physical activity among preteens had the positioning statement: “We want tweens to see regular physical activity as something that is cool and fun and better than just sitting around and watching TV or playing video games all the time.”

The first key issue that the ‘big idea’ or concept needs to grapple with are what are these ‘regular physical activity’ behaviors – walking, team sports, bicycling, swimming, etc...? Experts will decide which ones to focus on by, as more common than you think, what they see their kids doing, or their kids’ classmates, or what a recent survey has found as the most popular ones. They’ll then go on to create materials and programs that feature these activities – or just a single one – and then pretest them.

The second question a concept needs to address is: How do we make these physical activity behaviors more compelling, relevant and valuable (beneficial) to tweens than the alternatives (TV and video games)?

- See more at: http://socialmarketing.blogs.com/r_craiig_lefebvres_social/#sthash.xcOKApbw.dpuf
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Michele Ferrero. Il segreto del successo? Pensare diverso dagli altri. Di Mario Calabresi La Stampa 15/02/2015

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On Social Marketing and Social Change: 5 Suggestions to Improve Your Social Marketing Program

On Social Marketing and Social Change: 5 Suggestions to Improve Your Social Marketing Program | Marketing Sociale - University of Bologna | Scoop.it
Over the past month I have had the pleasure of working with small groups that compose a national ‘whole’ for social marketing and health promotion. In three different workshops I was struck by how certain themes emerged with each group...
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