Skip to main content

Advertisement

SpringerLink
Log in

A Human Rights-Based Approach to the Social Good in Social Marketing

  • Original Paper
  • Published:
Journal of Business Ethics Aims and scope Submit manuscript

Abstract

Social marketing has been established with the purpose of effecting change or maintaining people’s behaviour for the welfare of individuals and society (Kotler and Zaltman in J Market 35:3–12, 1971; MacFadyen et al. in The marketing book, Butterworth Heinemann, Oxford, 2003; French et al. in Social marketing and public health: Theory and practice, Oxford University Press, Oxford, UK, 2010), which is also what differentiates it from other types of marketing. However, social marketing scholars have struggled with guiding social marketers in conceptualising the social good and with defining who decides what is socially beneficial in different contexts. In this paper, we suggest that many dilemmas in identifying the social good in social marketing could be addressed by turning to human rights principles, and, in particular, by following a human rights-based approach. We examine a number of cross-cutting human rights principles—namely, transparency and accountability, equality and non-discrimination, and participation and inclusion—that are capable, in a practical way, of guiding the work of social marketers. Through an illustrative case study of the anti-obesity discourse, we present how these principles might help to address some of the challenges facing social marketing, both as a theory and practice, in meeting its definitional characteristic.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1

Similar content being viewed by others

Notes

  1. See also Camerer et al. on asymmetric paternalism, where they define a regulation as asymmetrically paternalistic if “it creates large benefits for those who make errors, while imposing little or no harm on those who are fully rational” (2003: 1213).

  2. See also Art 25(1) of the Universal Declaration of Human Rights (1948); Art 5 (e) (iv) of the International Convention on the Elimination of All Forms of Racial Discrimination (1965); Art 11.1 (f) and Art 12 of the Convention on the Elimination of All Forms of Discrimination against Women (1979); Art 24 of the Convention on the Rights of the Child (1989); and parallel provisions in a number of regional human rights instruments.

  3. These include International Covenant on Civil and Political Rights (ICCPR), 1966; Convention on the Elimination of All Forms of Discrimination Against Women (CEDAW), 1979; International Convention on the Elimination of All Forms of Racial Discrimination (ICERD), 1965; Convention Against Torture and Other Cruel, Inhuman or Degrading Treatment or Punishment (CAT), 1984; Convention on the Rights of the Child (CRC), 1989; International Convention on the Protection of the Rights of All Migrant Workers and Members of Their Families (ICRMW), 1990; Convention on the Rights of Persons with Disabilities (CRPD), 2006; International Convention for the Protection of All Persons from Enforced Disappearance (ICCPED), 2006.

Abbreviations

AASM:

Australian Association of Social Marketing

BMSG:

Berkeley Media Studies Group

CESC:

Committee on Economic, Social and Cultural Rights

ESMA:

European Social Marketing Association

ICESCR:

International Covenant on Economic, Social and Cultural Rights

ISMA:

International Social Marketing Association

UDHR:

Universal Declaration of Human Rights

UK:

United Kingdom

UN:

United Nations

UNDG:

United Nations Development Group

UNFPA:

United Nations Population Fund

UNICEF:

United Nations Children’s Fund

WHO:

World Health Organization

References

  • AASM, ISMA, & ESMA. (2013). Consensus definition of social marketing. Available at: http://www.i-socialmarketing.org/assets/social_marketing_definition.pdf. Accessed July 2, 2014.

  • Andreasen, A. R. (2002). Marketing social marketing in the social change marketplace. Journal of Public Policy & Marketing, 21(1), 3–13.

    Article  Google Scholar 

  • Arnold, M. J., & Fisher, J. E. (1996). Counterculture, criticisms, and crisis: Assessing the effect of the sixties on marketing thought. Journal of Macromarketing, 16(1), 118–133.

    Article  Google Scholar 

  • Atlantis, E., Salmon, J., & Bauman, A. (2008). Acute effects of advertisements on children’s choices, preferences, and ratings of liking for physical activities and sedentary behaviours: A randomised controlled pilot study. Journal of Science and Medicine in Sport, 11(6), 553–557.

    Article  Google Scholar 

  • Avineri, S., & De-Shalit, A. (1992). Communitarianism and individualism. Oxford readings in politics and government. Oxford: Oxford University Press.

    Google Scholar 

  • Banyard, K. (2010). The equality illusion. The truth about women and men today. London: Faber & Faber.

    Google Scholar 

  • Berkeley Media Studies Group (BMSG). (2011). The new age of food marketing: How companies are targeting and luring our kids—and what advocates can do about it. Center for Digital Democracy, Public Health Law & Policy, and Berkeley Media Studies Group. Available at http://www.bmsg.org/resources/publications/the–new–age–of–food–marketing. Accessed November 16, 2015.

  • Boesen, K., & Martin, T. (2007). Applying a rights-based approach: An inspirational guide for civil society. Danish Institute for Human Rights, Copenhagen. Available at http://www.acfid.asn.au/aid–issues/files/applying–a–rights–based–approach–2013–an–inspirational–guide–for–civil–society. Accessed June 12, 2015.

  • Brenkert, G. G. (2002). Ethical challenges of social marketing. Journal of Public Policy & Marketing, 21(1), 14–25.

    Article  Google Scholar 

  • Brenkert, G. (2008). Marketing ethics. Malden, MA: Blackwell Publishing.

    Google Scholar 

  • Camerer, C., Issacharoff, S., Loewenstein, G., O’Donoghue, T., & Rabin, M. (2003). Regulation for conservatives: Behavioral economics and the case for “Asymmetric Paternalism”. University of Pennsylvania Law Review, 151(3), 1211–1245.

    Article  Google Scholar 

  • Carins, J. E., & Rundle-Thiele, S. R. (2014). Eating for the better: A social marketing review (2000–2012). Public Health Nutrition, 17(7), 1628–1639.

    Article  Google Scholar 

  • Chapman, S. (2008). Should smoking in outside public spaces be banned? No. British Medical Journal, 337, a2804.

    Article  Google Scholar 

  • Cherrier, H., & Gurrieri, L. (2014). Framing social marketing as a system of interaction: A neo-institutional approach to alcohol abstinence. Journal of Marketing Management, 30(7–8), 607–633.

    Article  Google Scholar 

  • Committee on Economic, Social and Cultural Rights. (2000). General Comment 14, The right to the highest attainable standard of health (22nd session, 2000). U.N. Doc. E/C.12/2000/4.

  • Croker, H., Lucas, R., & Wardle, J. (2012). Cluster-randomised trial to evaluate the “Change for Life” mass media/social marketing campaign in the UK. BMC Public Health, 12(1), 404–418.

    Article  Google Scholar 

  • Crotty, A. L. E., & Malhotra, A. (2015). The civil liberty of smoking cigarettes. Chest Journal, 148(1), 6–8.

    Article  Google Scholar 

  • Dann, S. (2010). Redefining social marketing with contemporary commercial marketing definitions. Journal of Business Research, 63, 147–153.

    Article  Google Scholar 

  • De Cocker, K. A., De Bourdeaudhuij, I. M., Brown, W. J., & Cardon, G. M. (2011). Four-year follow-up of the community intervention “10,000 steps Ghent”. Health Education Research, 26(2), 372–380.

    Article  Google Scholar 

  • De Shutter, O. (2011). Report submitted by the Special Rapporteur on the right to food. United Nations. A/HRC/19/59, 26 Dec.

  • De Schutter, O. (2014). International human rights law: Cases, materials, commentary (2nd ed.). Cambridge: Cambridge University Press.

    Book  Google Scholar 

  • Dibb, S. (2014). Up, up and away: Social marketing breaks free. Journal of Marketing Management, 30(11–12), 1159–1185.

    Article  Google Scholar 

  • Dickins, M., Thomas, S. L., Lewis, S., King, B., & Holland, K. (2011). The role of the fatosphere in fat adults responses to obesity stigma: A model of empowerment without a focus on weight loss. Qualitative Health Research, 21(12), 1679–1691.

    Article  Google Scholar 

  • Donnelly, J. (2003). Universal human rights in theory & practice. New York: Cornell University Press.

    Google Scholar 

  • Donnelly, J. (2007). The relative universality of human rights. Human Rights Quarterly, 29(2), 281–306.

    Article  Google Scholar 

  • Donovan, R. (2011). Social marketing’s mythunderstandings. Journal of Social Marketing, 1(1), 8–16.

    Article  Google Scholar 

  • Donovan, R., & Henley, N. (2010). Principles and practice of social marketing: An international perspective. Cambridge: Cambridge University Press.

    Book  Google Scholar 

  • Ehrenhalt, A. (1995). The lost city: The forgotten virtues of community in America. New York: Basic Books.

    Google Scholar 

  • El Amin, A. N., Parra, M. T., Kim-Farley, R., & Fielding, J. E. (2012). Ethical issues concerning vaccination requirements. Public Health Reviews, 34(1), 1–20.

    Article  Google Scholar 

  • French, J. (2010). Social marketing and public health: Theory and practice. Oxford, UK: Oxford University Press.

    Google Scholar 

  • French, J. (2011). Why nudging is not enough. Journal of Social Marketing, 1(2), 154–162.

    Article  Google Scholar 

  • French, J., & Blair-Stevens, C. (2006). From snake oil salesmen to trusted policy advisors: The development of a strategic approach to the application of social marketing in England. Social Marketing Quarterly, 12(3), 29–40.

    Article  Google Scholar 

  • Gillis, L., & Gillis, A. (2005). Nutrient inadequacy in obese and non-obese youth. Canadian Journal of Dietetic Practice and Research, 66(4), 237–242.

    Article  Google Scholar 

  • Gordon, R. (2011). Critical social marketing: Definition, application and domain. Journal of Social Marketing, 1(2), 82–99.

    Article  Google Scholar 

  • Gordon, R. (2012). Re-thinking and re-tooling of the social marketing mix. Australasian Marketing Journal, 20(2), 122–126.

    Article  Google Scholar 

  • Gordon, R., & Gurrieri, L. (2014). Towards a reflexive turn: Social marketing assemblages. Journal of Social Marketing, 4(3), 261–278.

    Article  Google Scholar 

  • Gordon, R., Moodie, C., Eadie, G., & Hastings, G. (2010). Critical social marketing—The impact of alcohol marketing on youth drinking: Qualitative findings. International Journal of Nonprofit and Voluntary Sector Marketing, 15(3), 265–275.

    Article  Google Scholar 

  • Green, M. (2001). What we talk about when we talk about indicators: Current approaches to human rights measurement. Human Rights Quarterly, 23, 1062–1097.

    Article  Google Scholar 

  • Grier, S., & Bryant, C. A. (2005). Social marketing in public health. Annual Review of Public Health, 26, 319–339.

    Article  Google Scholar 

  • Gurrieri, L., Brace-Govan, J., & Previte, J. (2014). Neoliberalism and managed health: Fallacies, facades and inadvertent effects. Journal of Macromarketing, 34(4), 532–538.

    Article  Google Scholar 

  • Gurrieri, L., Previte, J., & Brace-Govan, J. (2013). Women’s bodies as sites of control: Inadvertent stigma and exclusion in social marketing. Journal of Macromarketing, 33(2), 128–143.

    Article  Google Scholar 

  • Habermas, J. (1998). Kant’s idea of perpetual peace: At two hundred years’ historical remove. In C. Cronin & P. De Greiff (Eds.), The inclusion of the other: Studies in political theory (pp. 165–201). Cambridge, MA: MIT Press.

    Google Scholar 

  • Habermas, J. (1996). Between facts and norms. Contributions to a discourse theory of law and democracy (trans. W. Rehg). The MIT Press, Cambridge, MA.

  • Hastings, G., & Saren, M. (2003). The critical contribution of social marketing. Theory and application. Marketing Theory, 3(3), 305–322.

    Article  Google Scholar 

  • Hegel, G. W. F. ([1807] 1976). Phenomenology of spirit (trans. A. V. Miller). Oxford University Press, Oxford.

  • Hegel, G. W. F. ([1821] 2005). Philosophy of right (trans. S. W. Dyde). Dover Publications, Mineola, NY.

  • Henley, N., Raffin, S., & Caemmerer, B. (2011). The application of marketing principles to a social marketing campaign. Marketing Intelligence & Planning, 29(7), 697–706.

    Article  Google Scholar 

  • Hoek, J., Wilson, N., Allen, M., Edwards, R., Thomson, G., & Li, J. (2010). Lessons from New Zealand’s introduction of pictorial health warnings on tobacco packaging. Bulletin of the World Health Organization, 88(11), 861–866.

    Article  Google Scholar 

  • Hofstede, G. (2001). Culture’s consequences: Comparing values, behaviors, institutions and organizations across nations (2nd ed.). Thousand Oaks, CA: Sage.

    Google Scholar 

  • Holden, S. S., & Cox, D. (2013a). Public health marketing: Is it good and is it good for everyone? International Journal of Marketing, 52, 17–26.

    Google Scholar 

  • Holden, S. S., & Cox, D. (2013b). Social marketing: Immunizing against unethical practice. In K. Kubacki & S. Rundle-Thiele (Eds.), Contemporary issues in social marketing (pp. 59–75). Newcastle Upon Tyne: Cambridge Scholars Publishing.

    Google Scholar 

  • Holland, K., Blood, R. W., Thomas, S., & Lewis, S. (2015). Challenging stereotypes and legitimating fat: An analysis of obese people’s views on news media reporting guidelines and promoting body diversity. Journal of Sociology, 51(2), 431–445.

    Article  Google Scholar 

  • Huhman, M., Bauman, A., & Bowles, H. R. (2008). Initial outcomes of the VERB campaign: Tweens’ awareness and understanding of campaign messages. American Journal of Preventive Medicine, 34(6), 241–248.

    Article  Google Scholar 

  • Hunt, P. (2003). Report of the Special Rapporteur on the Right of Everyone to the Enjoyment of the Highest Attainable Standard of Physical and Mental Health. United Nations, A/58/427, 10 Oct.

  • Ignatieff, M. (2001). Human rights as politics and idolatry. Princeton, NJ: Princeton University Press.

    Book  Google Scholar 

  • International Covenant on Economic, Social and Cultural Rights (ICESCR) Adopted by the UN General Assembly Resolution 2200A (XXI) of 16 December 1966. Entered into force on 3 January 1976. United Nations, Treaty Series, vol. 993, 3.

  • Jha, P., & Peto, R. (2014). Global effects of smoking, of quitting, and of taxing tobacco. The New England Journal of Medicine, 370, 60–68.

    Article  Google Scholar 

  • Kant, I. ([1780] 2004). The metaphysical elements of ethics (trans. T. K. Abbott). The University of Adelaide, Adelaide.

  • Kennedy, A. M., Kapitan, S., Bajaj, N., Bakonyi, A., & Sands, S. (2017). Uncovering wicked problem’s system structure: Seeing the forest for the trees. Journal of Social Marketing, 7(1), 51–73.

    Article  Google Scholar 

  • Koh, K. A., Hoy, J. S., O’Connell, J. J., & Montgomery, P. (2012). The hunger–obesity paradox: Obesity in the homeless. Journal of Urban Health, 89(6), 952–964.

    Article  Google Scholar 

  • Kotler, P., & Lee, N. (2008). Social marketing: Influencing behaviours for good. London: Sage Publications.

    Google Scholar 

  • Kotler, P., & Zaltman, G. (1971). Social marketing: An approach to planned social change. Journal of Marketing, 35, 3–12.

    Article  Google Scholar 

  • Kubacki, K., Rundle-Thiele, S., Pang, B., & Buyucek, N. (2015). Minimizing alcohol harm: A systematic social marketing review (2000–2014). Journal of Business Research, 68(10), 2214–2222.

    Article  Google Scholar 

  • Kymlicka, W. (1988). Liberalism and communitarianism. Canadian Journal of Philosophy, 18(2), 181–203.

    Article  Google Scholar 

  • Langford, R., & Panter-Brick, C. (2013). A health equity critique of social marketing: When interventions have impact but sufficient reach. Social Science and Medicine, 83, 133–141.

    Article  Google Scholar 

  • Lazer, W., & Kelly, E. J. (1973). Social marketing: Perspectives and viewpoints. Homewood, IL: Richard D Irwin.

    Google Scholar 

  • Lefebvre, R. C. (2011). An integrative model for social marketing. Journal of Social Marketing, 1(1), 54–72.

    Article  Google Scholar 

  • Lewis, S., Thomas, S. L., Hyde, J., Castle, D., & Komesaroff, P. (2011). How do obese individuals perceive and respond to the different types of obesity stigma that they encounter in their daily lives? A qualitative study. Social Science and Medicine, 73(9), 1349–1356.

    Article  Google Scholar 

  • Luca, N. R., Hibbert, S., & McDonald, R. (2015). Towards a service-dominant approach to social marketing. Marketing Theory, 16(2), 194–218.

    Article  Google Scholar 

  • Luck, D. J. (1974). Social marketing: Confusion compounded. Journal of Marketing, 38(October), 70–72.

    Google Scholar 

  • MacFadyen, L., Stead, M., & Hastings, G. (2003). Social marketing. In M. J. Baker (Ed.), The marketing book (5th ed.). Oxford: Butterworth Heinemann.

    Google Scholar 

  • Matsudo, S. M., Matsudo, V. K. R., Andrade, D. R., Araujo, T. L., & Pratt, M. (2006). Evaluation of a physical activity promotion program: The example of Agita São Paulo. Evaluation and Program Planning, 29(3), 301–311.

    Article  Google Scholar 

  • Mill, J. S. (1859). On liberty. Oxford: Oxford University Press.

    Google Scholar 

  • Ministry of Justice (UK). (2008). Human Rights Insight Project. Ministry of Justice Research Series 1/08.

  • Mushi, A. K., Armstrong Schellenberg, J. R. M., Mponda, H., & Lengeler, C. (2003). Targeted subsidy for malaria control with treated nets using a discount voucher system in Tanzania. Health Policy Plan, 18(2), 163–171.

    Article  Google Scholar 

  • Nozick, R. (1974). Anarchy, state, and utopia. New York: Basic Books.

    Google Scholar 

  • Orbach, S. (1978). Fat is a feminist issue. New York: Berkeley Books.

    Google Scholar 

  • Peattie, S., & Peattie, K. (2003). Ready to fly solo? Reducing social marketing’s dependence on commercial marketing theory. Marketing Theory, 3(3), 365–385.

    Article  Google Scholar 

  • Purdy, C. H. (2011). Using the internet and social media to promote condom use in Turkey. Reproductive Health Matters., 19(37), 157–165.

    Article  Google Scholar 

  • Rawls, J. (1971). A theory of justice. Cambridge, MA: Harvard University Press.

    Google Scholar 

  • Redfern, C., & Aune, K. (2010). Reclaiming the f-word. The new feminist movement. London: Zed Books.

    Google Scholar 

  • Rehman, J. (2010). International human rights law (2nd ed.). Harlow: Pearson Education.

    Google Scholar 

  • Rizzo, M. J., & Whitman, D. G. (2009). Little brother is watching you: New paternalism on the slippery slopes. Arizona Law Review, 51(3), 685–739.

    Google Scholar 

  • Robinson, M. (1998). Opening address on the occasion of the 50th anniversary of the Universal Declaration of Human Rights at the Symposium on Human Rights in the Asia-Pacific Region (27 January). Available at http://archive.unu.edu/unupress/Mrobinson.html. Accessed June 12, 2015.

  • Robin, D.P. & Reidenbach, R.E. (1993). Searching for a place to stand: toward a workable ethical philosophy for marketing. Journal of Public Policy & Marketing, 12(1), 97–105.

    Article  Google Scholar 

  • Rosga, A. J., & Satterthwaie, M. L. (2009). The trust in indicators: Measuring human rights. Berkeley Journal of International Law, 27(2), 253–315.

    Google Scholar 

  • Rothschild, M. L. (1999). Carrots, sticks, and promises: A conceptual framework for the management of public health and social issue behaviors. Journal of Marketing, 63(4), 24–37.

    Article  Google Scholar 

  • Rothschild, M. L., Mastin, B., & Miller, T. W. (2006). Reducing alcohol-impaired driving crashes through the use of social marketing. Accident Analysis and Prevention, 38, 1218–1230.

    Article  Google Scholar 

  • Rundle-Thiele, S., Kubacki, K., Leo, Ch., Arli, D., Carins, J., Dietrich, T., et al. (2013). Social marketing: Current issues—future challenges. In K. Kubacki & S. Rundle-Thiele (Eds.), Contemporary issues in social marketing (pp. 216–237). Newcastle Upon Tyne: Cambridge Scholars Publishing.

    Google Scholar 

  • Sanigorski, A. M., Bell, A. C., Kremer, P. J., Cuttler, R., & Swinburn, B. A. (2008). Reducing unhealthy weight gain in children through community capacity-building: Results of a quasi-experimental intervention program, Be Active Eat Well. International Journal of Obesity, 32(7), 1060–1067.

    Article  Google Scholar 

  • Seneff, S., Wainwright, G., & Mascitelli, L. (2011). Is the metabolic syndrome caused by a high fructose, and relatively low fat, low cholesterol diet? Archives of Medical Science, 7(1), 8–20.

    Article  Google Scholar 

  • Spotswood, F., French, J., Tapp, A., & Stead, M. (2012). Some reasonable but uncomfortable questions about social marketing. Journal of Social Marketing, 2(3), 163–175.

    Article  Google Scholar 

  • Srfood.org. (2014). Unhealthy diets greater threat to health than tobacco; UN expert calls for global regulation. Available at http://www.srfood.org/en/unhealthy–diets–greater–threat–to–health–than–tobacco–un–expert–calls–for–global–regulation. Accessed November 7, 2014.

  • Story, M., & French, S. (2004). Food advertising and marketing directed at children and adolescents in the US. International Journal of Behavioral Nutrition and Physical Activity, 1(3), 1–17.

    Google Scholar 

  • Sunstein, C. R., & Thaler, R. H. (2003). Libertarian paternalism is not an oxymoron. The University of Chicago Law Review, 70(4), 1159–1202.

    Article  Google Scholar 

  • Tapp, A., & Spotswood, F. (2013). From the 4Ps to COM-SM: Reconfiguring the social marketing mix. Journal of Social Marketing, 3(3), 206–222.

    Article  Google Scholar 

  • Taylor, M., & Singleton, S. (1993). The communal resource: Transaction costs and the solution of collective action problems. Politics & Society, 21(June), 195–214.

    Article  Google Scholar 

  • Thackeray, R., Neiger, B. L., Leonard, H., Ware, J., & Stoddard, G. J. (2002). Comparison of a 5-a-day social marketing intervention and school based curriculum. American Journal of Health Studies, 18(1), 46–54.

    Google Scholar 

  • Thaler, R. H., & Sunstein, C. R. (2003). Libertarian paternalism. The American Economic Review, 93(2), 175–179.

    Article  Google Scholar 

  • Thaler, R. H., & Sunstein, C. R. (2008). Nudge: Improving decisions about health, wealth, and happiness. New Haven, CT: Yale University Press.

    Google Scholar 

  • Thomas, S. L., Hyde, J., & Komesaroff, K. (2007). Cheapening the struggle: Obese people’s attitudes towards The Biggest Loser. Obesity Management, 3(5), 210–215.

    Article  Google Scholar 

  • Thomas, S. L., Lewis, S., Hyde, J., Castle, D., & Komesaroff, P. (2010). The solution needs to be complex: Obese adults attitudes towards individual and population based interventions for obesity. BMC Public Health, 10(420), 1–9.

    Google Scholar 

  • Truss, A., Marshall, R., & Blair-Stevens, C. (2010). A history of social marketing. In J. French, C. Blair-Stevens, D. McVey, & R. Merritt (Eds.), Social marketing and public health: Theory and practice. Oxford: Oxford University Press.

    Google Scholar 

  • Turner, B. S. (1993). Outline of a theory of human rights. Sociology, 27(3), 489–512.

    Article  Google Scholar 

  • United Nations Children’s Fund (UNICEF). (2003). Human rights approach to development programming. New York: UNICEF.

    Google Scholar 

  • United Nations Development Group (UNDG). (2003). The human rights-based approach to development cooperation: Towards a common understanding among the UN agencies. Available at http://hrbaportal.org/the–human–rights–based–approach–to–development–cooperation–towards–a–common–understanding–among–un–agencies. Accessed June 12, 2015.

  • United Nations Development Group (UNDG). (2011). UN common learning package on HRBA principles. Available at https://undg.org/home/undg–mechanisms/undg–hrm/knowledge–management/about–the–un–practitioners–portal–on–hrba–programming–hrba–portal/english–learning–package/. Accessed June 12, 2015.

  • United Nations Global Compact (UN Global Compact) (2014). UN Global Compact Strategy 2014–2016. Available at https://www.unglobalcompact.org/docs/about_the_gc/UNGlobalCompactStrategy2014–2016.pdf. Accessed January 11, 2016.

  • United Nations Global Compact (UN Global Compact) (2015). A guide for business: How to develop a human rights policy (2nd ed.). Available at https://www.unglobalcompact.org/docs/issues_doc/human_rights/Resources/HR_Policy_Guide.pdf. Accessed January 11, 2016.

  • United Nations Human Rights Office of the High Commissioner (UN OHCHR). (2011). Guiding principles on business and human rights. Implementing the United Nations “Protect, Respect and Remedy” Framework. United Nations, HR/PUB/11/04.

  • United Nations Human Rights Office of the High Commissioner (UN OHCHR). (n.d.). What are human rights? Available at http://www.ohchr.org/EN/Issues/Pages/WhatareHumanRights.aspx. Accessed January 18, 2016.

  • United Nations Population Fund (UNFPA). (2010). A human rights–based approach to programming: Practical implementation manual and training materials. Available at http://www.unfpa.org/resources/human–rights–based–approach–programming. Accessed January 11, 2016.

  • Universal Declaration of Human Rights. U.N. G.A. Res. 217A (III). U.N. Doc A/810 (1948).

  • Vallentyne, P. (2007). Libertarianism and the state. Social Philosophy & Policy, 24(1), 187–205.

    Article  Google Scholar 

  • Witkowski, T. (2007). Food marketing and obesity in developing countries: Analysis, ethics, and public policy. Journal of Macromarketing, 27(2), 126–137.

    Article  Google Scholar 

  • Wolf, N. (1991). The beauty myth: How images of beauty are used against women. New York: William Morrow & Company.

    Google Scholar 

  • Wood, M. (2008). Applying commercial marketing theory to social marketing: A tale of 4Ps (and a B). Social Marketing Quarterly, 14(1), 76–85.

    Article  Google Scholar 

  • World Health Organization (WHO). (2003). World Health Organisation framework convention on tobacco control. Geneva: World Health Organisation.

    Google Scholar 

  • World Health Organization (WHO) (2015). Obesity. Available at http://www.who.int/topics/obesity/en/. Accessed June 12, 2015.

  • Wymer, W. (2011). Developing more effective social marketing strategies. Journal of Social Marketing, 1(1), 17–31.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. School of Law and Justice, Southern Cross University, Southern Cross Drive, Bilinga, QLD, 4225, Australia

    Natalia Szablewska

  2. Social Marketing @ Griffith, Department of Marketing, Griffith Business School, Griffith University, 170 Kessels Road, Nathan, QLD, 4111, Australia

    Krzysztof Kubacki

Authors
  1. Natalia Szablewska
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Krzysztof Kubacki
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Krzysztof Kubacki.

Ethics declarations

Conflict of interest

Dr Natalia Szablewska declares that she has no conflict of interest. Dr Krzysztof Kubacki declares that he has no conflict of interest.

Ethical Approval

This article does not contain any studies with human participants or animals performed by any of the authors.

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Szablewska, N., Kubacki, K. A Human Rights-Based Approach to the Social Good in Social Marketing. J Bus Ethics 155, 871–888 (2019). https://doi.org/10.1007/s10551-017-3520-8

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s10551-017-3520-8

Keywords

Search

Navigation