Italian Social Marketing Association - Newsletter 218

“We should be proud of Social Marketing for having promoted social good across all continents by overcoming the stigma that the word ‘Marketing’ carries with it” a strong sentiment by Giuseppe Fattori, Professor in Social Marketing at the University of Bologna.
Giuseppe shares his thoughts on the impact of social marketing during a time of change taking place in the world.

The Social Marketing Influencers. 

From "Social Marketing: Behavior Change for Social Good"

by Nancy Lee, Philip Kotler 2019 
Lista ordinata in base al numero di follower dell’ultima rilevazione effettuata. 
Visualizzare nella modalità “curated”.

What is Social Marketing? How Does it Differ from Communications and Policy? Nancy Lee Explains.

The new WHO global action plan to promote physical activity responds to the requests by countries for updated guidance, and a framework of effective and feasible policy actions to increase physical activity at all levels. It also responds to requests for global leadership and stronger regional and national coordination, and the need for a whole-of-society response to achieve a paradigm shift in both supporting and valuing all people being regularly active, according to ability and across the life course.

-Why focusing on ROI is a mistake in health

-Can digital health content change behavior?

Al termine del corso lo studente acquisisce competenze concettuali, metodologiche ed applicative di marketing sociale applicato a temi di pubblica utilità, con particolare riferimento alla promozione della salute, dello sviluppo sostenibile e degli stili di vita.

Purpose: To review the effectiveness of social marketing interventions in influencing individual behaviour and bringing about environmental and policy-level changes in relation to alcohol, tobacco, illicit drugs and physical activity. Social marketing is the use of marketing concepts in programmes designed to influence the voluntary behaviour of target audiences in order to improve health and society. 

Originality/Value: The research described in this paper represents one of the few systematic examinations of social marketing effectiveness and is based on a clear definition of ‘social marketing’. It highlights both social marketing’s potential to achieve change in different behavioural contexts and its ability to work at individual, environmental and wider policy levels.

 Developed by a 13-member working group chaired by Professor Jeff French (ESMA) over the past two and half years, the Global Consensus paper represents a broad agreement about the fundamental concepts and central principle of social marketing.  The consensus definition of Social Marketing:

Social Marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviour that benefit individuals and communities for the greater social good. Social Marketing practice is guided by ethical principles. It seeks to integrate research, best practice, theory, audience and partnership insight, to inform the delivery of competition sensitive and segmented social change programmes that are effective, efficient, equitable and sustainable

 Immigrant Latino youth represent a high-risk subgroup that should be targeted with health promotion efforts. However, there are considerable barriers to engagement in health-related programming. ......

We developed a 12-month campaign to be delivered via print ads, multi-platform social media promotion, contests, youth-generated videos, blog posts, and text messaging. We describe the process and outcome of campaign development and make recommendations for future campaigns.

The ESMA Board supports the development of ESMA as a globally recognised professional organisation for European Social Marketing. 

Marketing is an approach to social programme design and delivery that should underpin how governments and not-for-profit agencies develop and select policy, shape how services are delivered, and build sustained partnerships with citizens and other stakeholder organisations. However, marketing is a very often misunderstood and misapplied within Government

Superba (ironica) lezione magistrale di  Jeff French

European Social Marketing Conference. Antwerp 2018

• I principali speaker.
• Per approfondire 
• Per iscriverti

 

• Les interventions de marketing social se distinguent des campagnes de communication, notamment par l’utilisation d’un éventail de moyens pour encourager, soutenir et outiller la population ou le groupe auquel est proposé le changement. 
• La stratégie du marketing social peut agir sur les déterminants environnementaux des comportements. Elle peut avoir pour objectif, par exemple, de convaincre des décideurs de prendre des décisions qui auront pour effet de rendre les environnements plus favorables à l’adoption de saines habitudes de vie.
• L’efficacité du marketing social peut être optimisée par la planification et la mise en œuvre d'interventions respectant un ensemble de critères qui font consensus dans la littérature scientifique.

https://thesocialmarketingconference.org/

April 04, 2018 - HHS and the Office of the National Coordinator for Health IT (ONC) has issued a new guidebook to assist patient access to health information. This playbook comes as a part of the HHS and CMS MyHealthEData initiative.

The ONC Guide to Getting and Using Your Health Records is an online and patient-facing document helping patients overcome the challenges they face in accessing their medical records. The guide reviews obtaining a patient health record, checking the health record for accuracy and completeness, and using health records and data sharing for better patient engagement.

Via Lionel Reichardt / le Pharmageek, Giuseppe Fattori

Concluso il Decimo Corso di “Marketing Sociale” Compass, Università di Bologna (Scienze Politiche).  Presentati 9 progetti di buon livello,  3 particolarmente innovativi saranno portati avanti  dalle Associazioni di volontariato.