Social Marketing Casebook brings together a dedicated collection of social marketing case studies and vignettes from around the world for the first time. Each case study is explored from the scoping and research stage to evaluation, providing the reader with a complete overview of the most important building blocks in social marketing and how these can be applied to the real world, including insights from the key people involved in social marketing and the identification of the common themes associated with successful social marketing strategies; an international range of cases from the health, environmental and civic sectors, from national and governmental programs to local, small-budget interventions; comprehensive coverage of the whole process, from strategy and implementation, to the challenges and lessons learned; and academic exercises, discussion questions and references to reinforce student learning. 

Reaching the ‘Hard to Reach’
Reaching the ‘hard to reach’
Vignette: Red Card
Key Word: Hard to Reach

Red Card: Equipping girls to sideline risky behaviour

To prevent the spread of HIV/AIDS and give girls the confidence to say ‘no’, the Academy of Educational Development (AED), a non-profit global organisation, turned to the signal football referees use to kick aggressive players out of a game – a red card. Red Cards are now the tool Malagasy girls use as an ice breaker to start conversations on sensitive topics and to stop risky and inappropriate behaviours at school, parties, their homes, and on dates. As part of a larger health-communications programme, called C-Change, funded by USAID, Red Cards have been distributed to 1.5 million young women across the country.

To kick ...

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