Resumen de Enhancing Women’s Quality of Life and Empathy through a Micro-Learning Social Marketing Strategy
Reynaldo G. Rivera, Jazmín Nogaró
This chapter presents the case of a university and an international NGO that developed, executed, and evaluated a protocol (EduQualitas SM) and a social marketing campaign—Orientación Familiar Digital or Digital Family Orientation, in English (DFO). These endeavors intended to improve the quality of life in the area of Argentina with the highest poverty and violence levels: Buenos Aires’ suburban area.The campaign sought to develop empathy—an ability that plays a fundamental role in the quality of intra-family relations and the development of people’s pro-social behavior, leadership, and decision-making capability—in 56 women.The case is the first to be developed in and for a Latin American country, through an interdisciplinary consortium of actors, which uses digital micro-learning and instant messaging technologies (WhatsApp) in a context of social isolation to improve the quality of life.The research shows that the protocol and methodology used increased women’s empathy in its critical dimensions. The social marketing campaign became a tool for the digitalization of a civil society organization, facilitating the continuity of its activities amidst pandemic preventive isolation policies.
