This process improvement case study on enhancing quality of life during a crisis, analyzes the role of social marketing in the face of the COVID-19 pandemic – its application, effectiveness, and effects on people’s quality of life.
Abstract #
The authors carried out an exploratory analysis in four countries which share cultural commonalities: Argentina, Colombia, Portugal, and Spain, exploring the institutional campaigns implemented especially in the first months of the pandemic to find similarities and differences.
These campaigns typically applied a health belief model based on simple, clear, short, repetitive, homogeneous, consistent messages, focused on informing about COVID-19 symptoms and how to behave to prevent contagion (e.g. hygiene measures to follow). In addition, the campaigns called to citizens for a joint action to avoid community transmission of this disease. The campaigns used different tones, ranging from imperative to purely informational, with emotional appeals in some cases. Finally, they used all types of available media (legacy and interactive ones), and the collaboration of celebrities and influencers.
The full title of the case study is “COVID-19 Pandemic and Social Marketing: Enhancing Quality of Life in a Global Health Crisis.”
Access #
Access this case sudy on Enhancing Quality of Life during a Crisis in chapter five of the book “Applied Social Marketing and Quality of Life Case Studies from an International Perspective”. Find descriptions of this priced publication at https://isocialmarketing.org/docs/applied-social-marketing-and-quality-of-life-case-studies/ and at http://link.springer.com/book/10.1007/978-3-030-83286-5.
Location #
Argentina, Colombia, Portugal, and Spain
