Social Marketing and Their Related Challenges for the Limited Access for People Living with a Disability: A Serbian Case Study

Ana Vulevic (), Dragan Djordjevic (), Rui Alexandre Castanho () and José Cabezas-Fernández ()
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Ana Vulevic: Institute of Transportation – CIP
Dragan Djordjevic: Institute of Transportation – CIP
Rui Alexandre Castanho: ICAAM—Institute for Agrarian and Environmental Sciences
José Cabezas-Fernández: University of Extremadura

A chapter in Case Studies on Social Marketing, 2019, pp 223-235 from Springer

Abstract: Abstract Accessibility in Serbia is defined through the Strategy for Improving the Position of Persons with Disabilities. Commitment activities started in 2010–2012, through the project “No Obstacles” developed by the Centre for the Development of an Inclusive Society (CRID) and the Accessibility Audit Association in Serbia (AAAS) with the support of the Norwegian Embassy in Belgrade. Contextually, the chapter aims to present a practical case regarding social marketing campaign that was developed by NGOs, through the support of local governments, major local agencies (urban planning, communal and architecture inspection bodies) on a municipality level—a Serbian case study. The implementation of this social marketing project creates the preconditions for increasing accessibility upon the principles of Design for All and building communities where all citizens have equal opportunities. The project used all the elements of the marketing mix and/or primary intervention methods.

Keywords: Access; Design for All; NGO; Social marketing (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1007/978-3-030-04843-3_19

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