A Case of Co-created Social Marketing Campaign: The Spanish Ana Bella Social School for Women’s Empowerment

Abstract

This case study addresses, from a social marketing perspective, the start-up of the Ana Bella Social School for Women’s Empowerment, a project jointly co-created by Danone (through the Danone Ecosystem Fund), Momentum Task Force, and Ana Bella Foundation, with the objective of empowering female victims of gender violence, through professional training and labor integration as brand ambassadors at Danone’s points of sale. In addition, the benefits of the implementation of the Ana Bella Social School for Women’s Empowerment have been analyzed from a triple point of view, i.e., women involved in the project (micro-level), participating organizations (meso-level), and society (macro-level). Thus, this study shows how the link between social marketing and co-creation of value can lead to the desired social impact, in this case, the improvement of economic, personal, and social–relational conditions of female survivors of gender violence. In this context, we define the marketing strategy (product, price, place, promotion, people, and process) carried out to empower women and assess the results and possible improvements to be made in the future.