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.

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