We Stay Well Together: A Social Marketing Campaign

• Filipa Almeida ^[1] ; Madalena Abreu ^[1] ; Nuno Cadete ^[1]
  1. [1] Coimbra Business School – ISCAC, Coimbra, Portugal
• Localización: Applied social marketing and quality of life: Case studies from an international perspective / María Mercedes Galán Ladero (ed. lit.), Reynaldo Rivera (ed. lit.), 2021, ISBN 978-3-030-83286-5, págs. 293-302
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • Coimbra Business School offers a well-shaped plan of education merging technical and social competencies and real training, and so giving strength to its student development for a better human society. One of the ways for doing so lies in Social Marketing, an optative discipline of the marketing graduation. Within this discipline, students are challenged to develop a real project, most of the times for the real benefit of a not for profit organization.In 2020, on the top of the Covid-19 epidemic ‘season’, the students were invited to develop a campaign for a charity supporting homeless in the city of Coimbra (Portugal). The chosen team of students developed a social marketing (through social media) and developed other actions for this purpose as a crowdfunding campaign. They have been enrolled within this campaign for more than 3 months, struggling with the ups and downs a group of students has to face especially with the drawbacks of the state of emergency the country was dwelling with.Overall the students gained tremendously with this experience learning how to do a social marketing campaign, including a fundraising campaign, and contribute to improve the quality of life of homeless people. Moreover, the outcome was most appreciated by the charity and also by other people that were enrolled with the project.