The European Social Marketing Conference in Thessaloniki as seen from Italy

The Italian delegation (small but lively) at Thessaloniki

Remote participation

Remote participation
G. Fattori – T. Anker
N. Luca – G. Fattori

Thessaloniki 2022: #SocialMarketing

The last 5th European social marketing conference has moved scholars and practitioners to confront each other on the contributions of social marketing for “Addressing wicked problems in a rapidly changing world”. In plenary sessions, interesting contributions by Peter Economides and Dimitris Skourogianniss led the audience to reflect respectively on the contribution of Marketing to society (“marketing is social”) and of Social Marketing to value the identity of (Greek) “neglected community”. Several on-field works contributed to increase the existing knowledge on the benefits produced by actions based on value-exchange mechanisms at downstream (e.g. Social eating initiative), midstream (e.g. Flexmakers) and upperstream (e.g. Food-based dietary guidelines). Often the audience asked: “and so in practice?”

So the future? … #SocialMarketingInPractice

Social Marketing and Environment: “FilGreen”, a project that aims to give a second chance to used clothes. 
Authors: Linda Bertin, Caterina Claut, Giulia Gallo, Elena Giancecchi, Erica Mengoli, Alice Laghi, Giuseppe Fattori. Social Marketing, University of Bologna. 
Community based social marketing: recycle and reuse of second hand children’s clothes and toys.
Authors: Veronica Gaiga, Emanuele Guarino, Sara Pugliese, Joy Scarpa, Elisa Taiti, Francesco Vanni, Giuseppe Fattori. Social Marketing, University of Bologna  

Title: StayHealthy@home: was it so healthy for all? 

Authors: Anna Maria Murante, Sant’anna School of Advanced Studies of Pisa 

During the Covid-19, Governments introduced movement restrictions, imposed strict rules on outdoor and indoor physical activity, and asked to avoid contacts with elderly to keep them safe. Doing outdoor exercises became more complex to limit active lifestyles and loneliness became a plague for elderly that couldn’t receive “physical” support from relatives. The main aims of this work are to explore i) how elderly healthy behaved during the covid 19 pandemic compared with the adult population and ii) which factors facilitated or limited healthy lifestyles, such as physical activity, among elderly during the first lockdown. Data from 766 individuals aged 18+ were analysed….

Italian Social Marketing Association

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