Put Your Face for YouAid!

“Why canʼt you sell brotherhood and rational thinking like you can sell soap?”
Weibe, 1950

Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good: it can be applied to promote merit goods, or to make a society avoid demerit goods and thus to promote societyʼs well being as a whole (for example, asking people not to smoke in public areas, asking them to use seat belts, etc.). In social marketing the focus is on achieving specific behavioral goals with specific audiences in relation to different topics relevant to social good.

Although social marketing is sometimes seen only as using standard commercial marketing practices to achieve non-commercial goals, this is an over-simplification.
Therefore, the workshop will focus on the deep meaning of social marketing, trying to explore different techniques and use of this concept so that at the end participants will be able to create their own products to be presented in our special social campaign.

The objective is to analyse the values on whom is based the social comunication activities and to develop a new comunication strategy, working concretely on the example of YouAid, a new solidarity network.

This workshop has the aim to question you about the values and ethical choices that stand beside social comunication and to create a new guide-line for social marketing.

Selection of participants (max 10)
The workshop is open to all participants. Previous interest in the issue of social marketing and advertising is an asset, but not necessary. Participants should be of course motivated and creative, as well as willing to be involved in first place.
Criteria of selection:
– gender and nationality balance
– willingness to get involved

Davide Canepa, copywriter,
Simone Forni & Michele Tranquilli

  • English
Foto del profilo di michele

Qualcosa su michele