Preventing Youth Violence in El Salvador: A Relational Social Marketing Model
Reynaldo Rivera ()
Additional contact information
Reynaldo Rivera: Austral University
A chapter in Case Studies on Social Marketing, 2019, pp 195-204 from Springer
Abstract:
Abstract In 2015 a partnership of two Italian and three Salvadorian NGOs launched “Niños Protagonistas” Project (NPP, www.ninosprotagonistas.org ), [“Protagonist Children”, in English], an integrated social marketing programme based on a relational model and financed by the Italian Government. Spanning across five Salvadorian cities, this programme intended to prevent and reduce teenagers’ involvement in maras (gangs). NPP used segmentation, integrated communications and marketing mix strategies to engage 908 youths and 287 teenagers, the latter throughout this 3-year project. With an ecological strategy including the environmental systems with which children interact, the campaign reached out to hundreds of parents, women and relevant stakeholders in order to promote a culture of inclusion and interpersonal peace, diminishing institutional and intra-family violence. In addition to its international outlook, the NPP case would help researchers, practitioners and policy-makers to apply social marketing principles and models to promote inclusion and social capital, especially among young people.
Keywords: Violence prevention; Segmentation; Integrated marketing; Gangs; Youth (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations:
There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-04843-3_17
Ordering information: This item can be ordered from
http://www.springer.com/9783030048433
DOI: 10.1007/978-3-030-04843-3_17
Access Statistics for this chapter
More chapters in Management for Professionals from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().