IDEAS home Printed from https://ideas.repec.org/h/spr/mgmchp/978-3-030-04843-3_17.html
   My bibliography  Save this book chapter

Preventing Youth Violence in El Salvador: A Relational Social Marketing Model

In: Case Studies on Social Marketing

Author

Listed:
  • Reynaldo Rivera

    (Austral University
    InterMedia Social Innovation
    University of Navarra)

Abstract

In 2015 a partnership of two Italian and three Salvadorian NGOs launched “Niños Protagonistas” Project (NPP, www.ninosprotagonistas.org ), [“Protagonist Children”, in English], an integrated social marketing programme based on a relational model and financed by the Italian Government. Spanning across five Salvadorian cities, this programme intended to prevent and reduce teenagers’ involvement in maras (gangs). NPP used segmentation, integrated communications and marketing mix strategies to engage 908 youths and 287 teenagers, the latter throughout this 3-year project. With an ecological strategy including the environmental systems with which children interact, the campaign reached out to hundreds of parents, women and relevant stakeholders in order to promote a culture of inclusion and interpersonal peace, diminishing institutional and intra-family violence. In addition to its international outlook, the NPP case would help researchers, practitioners and policy-makers to apply social marketing principles and models to promote inclusion and social capital, especially among young people.

Suggested Citation

  • Reynaldo Rivera, 2019. "Preventing Youth Violence in El Salvador: A Relational Social Marketing Model," Management for Professionals, in: M. Mercedes Galan-Ladero & Helena M. Alves (ed.), Case Studies on Social Marketing, pages 195-204, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-04843-3_17
    DOI: 10.1007/978-3-030-04843-3_17
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:mgmchp:978-3-030-04843-3_17. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.