Digital Communication as a Vehicle for Cause-Related Marketing in Cancer Prevention: Lactogal Case Study
2021; Springer International Publishing; Linguagem: Inglês
10.1007/978-3-030-65455-9_20
ISSN2662-2874
AutoresBruno Sousa, Daniela Braga Soares,
Tópico(s)Digital Marketing and Social Media
ResumoCause-related marketing (CRM) has become one of the main initiatives in corporate social responsibility (CSR). The initiative “Pink October” was considered in 2019, specifically the actions carried out on social networks by the Portuguese brand Matinal (Group Lactogal). Matinal (a milk brand) and the Portuguese League Against Cancer (LPCC – Liga Portuguesa Contra o Cancro) joined in a strong CRM campaign – Matinal Alert – sensitizing consumers about breast cancer from September 09 to November 30. In 2019, the LPCC intended to establish synergies again in order to enhance the impact of this movement, reinforcing the established partnerships and also looking for new ones. Participating in this solidarity and conscious movement was easy and available to everyone, individually or in groups, and promoted an activity for organized groups. For every unit of selected Matinal milk that was sold, the brand donated to the LPCC. The focus of this initiative was to recall the importance of screening and early diagnosis in order to minimize the impact of the disease and increase the likelihood of cure. Using the hashtag #PorqueEuCuidoDeMim (it means “Because I take care of myself,” in English), both institutions invited everyone to play an active role in the fight against this form of cancer by raising awareness among women around them. The results of the campaign show a favourable and growing trend in the population’s awareness of breast cancer prevention. From an interdisciplinary perspective, this case presents contributions to the CRM area and to prevention in the health care of the population.
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