Going Beyond Downstream Social Marketing: The Case of “Jamie’s Food Revolution”

María José Montero-Simó () and Rafael A. Araque-Padilla ()
Additional contact information
María José Montero-Simó: Universidad Loyola Andalucía
Rafael A. Araque-Padilla: Universidad Loyola Andalucía

A chapter in Case Studies on Social Marketing, 2019, pp 51-60 from Springer

Abstract: Abstract Until the mid-1990s, much of the focus in social marketing was on individual behaviour change, the so-called downstream social marketing. In recent years, scholars have proposed a broadening of social marketing’s horizons beyond the individual to attempt to influence those that help shape the determinants of human behaviour, namely, the structural and immediate social environment. This broadening highlights the necessity to go upper stream in search of the causes of social problems (upstream social marketing). This case study addresses how a more comprehensive social marketing approach can be applied. To do that, “Jamie’s Food Revolution” campaign is analysed. This campaign looks for engaging different agents in an attempt to take into account their role in the change and push governments to improve their food and nutrition policies. This campaign offers us a good example for examining the potential of an upper stream social marketing approach to address a social problem.

Keywords: Downstream and upstream social marketing; Childhood obesity; Food revolution; Multi-stakeholder approach (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_5

Ordering information: This item can be ordered from
http://www.springer.com/9783030048433

DOI: 10.1007/978-3-030-04843-3_5

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 ().