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.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Bartholomew, L. K., Parcel, G. S., & Kok, G. (1998). Intervention mapping: A process for developing theory and evidence-based health education programs. Health Education & Behavior, 25(5), 545–563. https://doi.org/10.1177/109019819802500502.
Brenneman, R. (2011). Homies and Hermanos: God and gangs in Central America. New York: OUP.
Brenneman, R. (2015). Wrestling the devil: Conversion and exit from central American gangs. Latin American Research Review, 49, 112–128. https://doi.org/10.1353/lar.2014.0062.
Covey, H. C. (2010). Street gangs throughout the world (2nd ed.). Springfield, IL: Charles C Thomas.
ERIC, IDESO, IDIES, IUDOP. (2001). Maras y pandillas en Centroamérica. Pandillas y capital social (Vols. 1–5). Managua: UCA Publicaciones.
Esbensen, F.-A., Peterson, D., Taylor, T. J., Freng, A., Osgood, D. W., Carson, D. C., & Matsuda, K. N. (2011). Evaluation and evolution of the gang resistance education and training (G.R.E.A.T.) program. Journal of School Violence, 10(1), 53–70. https://doi.org/10.1080/15388220.2010.519374.
Fabiano, P., Perkins, H. W., Berkowitz, A., Linkenbach, J., & Stark, C. (2003). Engaging men as social justice allies in ending violence against women: Evidence for a social norms approach. Journal of American College Health, 52(3), 105–112. https://doi.org/10.1080/07448480309595732.
Glanz, K., Rimer, B. K., & Viswanath, K. (2008). Health behavior and health education: Theory, research, and practice. San Francisco, CA: Jossey-Bass.
Jewkes, R., Flood, M., & Lang, J. (2015). From work with men and boys to changes of social norms and reduction of inequities in gender relations: A conceptual shift in prevention of violence against women and girls. The Lancet, 385(9977), 1580–1589. https://doi.org/10.1016/S0140-6736(14)61683-4.
Kliatchko, J. G., & Schultz, D. E. (2014). Twenty years of IMC. International Journal of Advertising, 33(2), 373–390. https://doi.org/10.2501/IJA-33-2-373-390.
Lefebvre, R. C. (2013). Social marketing and social change: Strategies and tools for improving health, well-being, and the environment. Hoboken, NJ: Wiley.
Lerner, R. M., Lerner, J. V., Almerigi, J. B., Theokas, C., Phelps, E., Gestsdottir, S., et al. (2005). Positive youth development, participation in community youth development programs, and community contributions of fifth-grade adolescents findings from the first wave of the 4-H study of positive youth development. The Journal of Early Adolescence, 25(1), 17–71. https://doi.org/10.1177/0272431604272461.
McGill, D. E. (1997). Blueprints for violence prevention: Big Brothers Big Sisters of America. Center for the Study and Prevention of violence, Institute for Behavioral Sciences, University of Colorado, Boulder.
Moule, R. K., Decker, S. H., Pyrooz, D. C., Decker, S. H., & Moule, R. K. (2013). Social capital, the life-course, and gangs. In Handbook of life-course criminology (pp. 143–158). New York: Springer. doi:https://doi.org/10.1007/978-1-4614-5113-6_9.
Prochaska, J. O., Diclemente, C. C., & Norcross, J. C. (1992). In search of the structure of change. In Y. Klar, J. D. Fisher, J. M. Chinsky, & A. Nadler (Eds.), Self change (pp. 87–114). New York: Springer. Retrieved from http://link.springer.com/chapter/10.1007/978-1-4612-2922-3_5.
Roberts, J., Gunes, I. D., & Seward, R. R. (2011). The impact of self esteem, family rituals, religiosity, and participation in conforming activities upon delinquency: A comparison of young adults in Turkey and the United States. Journal of Comparative Family Studies, 42(1), 59–76.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2019 Springer Nature Switzerland AG
About this chapter
Cite this chapter
Rivera, R. (2019). Preventing Youth Violence in El Salvador: A Relational Social Marketing Model. In: Galan-Ladero, M.M., Alves, H.M. (eds) Case Studies on Social Marketing. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-04843-3_17
Download citation
DOI: https://doi.org/10.1007/978-3-030-04843-3_17
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-04842-6
Online ISBN: 978-3-030-04843-3
eBook Packages: Business and ManagementBusiness and Management (R0)