The first Italian “Social marketing manual for health and the environment. Not just soap”

“Why can’t you sell solidarity like you sell soap?”

With this question in 1951, Dr. Weibe, a research psychologist, referring to radiotelevision advertising began what would later become “Social Marketing”.

After 70 years, social marketing is ready to go beyond the simple tactical level and move to the strategic level in order to increase well-being and social cohesion.

In this regard, Ilona Kickbusch stressed the need for health promotion to co-produce solutions for complex social challenges, and social marketing proposes co-design with the community to achieve behavioural goals.

The book focuses on the role of partners, augmented product, communication and social media with an in-depth look at “Community Based Social Marketing” and Nudging.

At the end of the theoretical part ten practical experiences are presented in which social marketing has been used to address environmental and health issues together with four projects by students of the Social Marketing-COMPASS course held at the University of Bologna.

The most important international “Consensus Conferences” on the subject and a reflection on Social Marketing and Man/Environment Interaction which complete the volume are listed in the appendix.

The first Italian social marketing manual is aimed at professionals working to promote health and improve environmental conditions and at social marketing students as a basis for building their projects.



Prof. Dr. med Giuseppe Fattori is anesthesiologist by training with residencies in nutrition science, biotechnology, hygiene epidemiology and public health. From 2000 to 2017 was the director of Communication and Social Marketing department at the national health system in Modena – Emilia Romagna (Italy), leading the Program for Health Promotion. During this period, he coordinated the “Map of Health Opportunities” and “Help-AIDS” projects for the region. Since 2006 he has been adjunct professor at the department of Political science, University of Bologna (Italy), titular of a series of lectures on Social Marketing at the master program. Dr Fattori’s current interests lie in the promotion of health, social marketing and social media. He has peer-reviewed publications in several areas of medical science and social marketing, and is on the editorial board of Journal of Social Marketing and Social Marketing Quarterly.