Social marketing plan for social innovation: the Work Integration Plan of Spanish red Cross as a case study

Resumo

Spanish Red Cross launched in 2000 the Work Integration Plan, aimed at promoting the employment of most vulnerable segments of population, in order to achieve their inclusion in society through job opportunities. The Work Integration Plan is designed so that people involved in its different initiatives can improve, through orientation and training, their opportunities of getting a job. To reach that goal, they use different social marketing strategies, mainly based on humour as a means of impact and support.

The main objective of this case study is to analyse actions, programs and integrated projects, carried out by Spanish Red Cross within its Work Integration Plan, to improve the work integration of groups considered most vulnerable (such as immigrants, youth at risk of social exclusion, women with social difficulties...) and contextualize them within the social innovation framework.