Abstract
This paper aims to document a case study of the development, implementation, and evaluation of the “Get Angry, Get Outrageous” Campaign, which promotes a social issue: money donation from the Chilean population to a national charitable institution. This campaign represents a case study that exemplifies how social marketing and social representation theory are combined. Based on the Total Process Planning Model (TPPM; Dooley, Jones & Desmarais, 2009), this research considered four phases: scoping, developing, implementing, and evaluating phases. Participants were examined twice: a) interviewed (n = 64) during the developing phase; and surveyed (n = 363) during the evaluating phase. Facebook and YouTube were included for the campaign. The most valuable finding was to prove how this approach was applied to a social marketing endeavor based on a social initiative such as charity. It is expected that this work provides readers new insights to create similar issues and campaigns in future interventions.
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Acknowledgements
Thanks to Hogar de Cristo and Agencia Puerto Publicidad for their support in providing information for this study. The authors also thank Project PIA’s support from the Pontificia Universidad Católica de Chile.
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Montero-Liberona, C., Pimentel-Varas, G. (2021). Development “Get Angry” Campaign: Insights from Social Representation. In: Rocha, Á., Ferrás, C., López-López, P.C., Guarda, T. (eds) Information Technology and Systems. ICITS 2021. Advances in Intelligent Systems and Computing, vol 1331. Springer, Cham. https://doi.org/10.1007/978-3-030-68418-1_26
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