Advertisement
Published in:
2023 | OriginalPaper | Chapter
The Central Lechera Asturiana Women’s Race: A Case of Social Marketing Oriented to the Practice of a Healthy Lifestyle for Women and Girls
Authors : Nuria García-Rodríguez, Noelia Salido-Andrés, Silvia Cachero-Martínez
Published in: Social Marketing and Sustainable Development Goals (SDGs)
Publisher: Springer International Publishing
Activate our intelligent search to find suitable subject content or patents.
Select sections of text to find matching patents with Artificial Intelligence. powered by
Select sections of text to find additional relevant content using AI-assisted search. powered by
Abstract
This case study is framed within the activities that the company Corporación Alimentaria Peñasanta, S.A. (CAPSA) has been implementing in terms of social sustainability and focuses on the Central Lechera Asturiana Women’s Race as a successful case of social marketing and intra- and intersectoral collaboration (SDG 17) aimed at strengthening the welfare of the female population to the extent that: (1) it aims to promote healthy lifestyle habits through the inclusion of women in the regular practice of sports (SDG 3), and (2) it combats gender-based violence, empowers women, and makes women’s potential visible in all areas (SDG 5, 10).
Since its inception, the objective of this race has been to encourage the participation of women of different ages, being, to date, the women’s sporting event with the highest participation in Europe. In addition to its dynamizing and transforming character, it has a solidarity dimension through monetary and in-kind donations and the sale of products in support of different social causes for the common good. In addition, communication campaigns are carried out throughout the year, through both traditional and digital media, to promote awareness of society in terms of welfare, preventative health, and equality.