Anti-bullying marketing.

Commercial advertising contributes to ordering and extending emerging behaviors or models, originating new popular or common references, so it can be considered as an "accelerator of social change" given its ability to actively participate in the processes of "adoption" of new rules, patterns or fashions. Social marketing is defined as the use of marketing techniques to disseminate ideas that benefit society. Its objective is to get people to adopt positive ideas or behaviors to avoid attitudes that are considered harmful. It is used by administrations of committed companies or non-profit associations, in order to inform and support social ideas or behaviors.

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There are several marketing companies that in their quest to provide a social service have created campaigns to fight against youth bullying and abuse. Aware of its impact on the behavior of young people and adults have chosen to contribute positively in this fight against this evil that is an evil of very distant date but which has become one of the most serious evils of today. Among the models that have been proposed by some marketing companies are the four-stage model; education, persuasion, behavior modification and social influence, through which, it is possible to establish and monitor the change of behavior suffered in individuals after the campaign, there is also the one known as "stages of change", it is used mainly to increase the levels of physical activity and a model that through a systematic and sequential process that includes: preliminary planning, target audience analysis, market analysis, distribution channel analysis, promotional materials development, preliminary evaluation, implementation and post evaluation establishes a relationship between social marketing and interventions.

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The most important thing is to be clear that marketing can serve as a great support in minimizing this evil of society, which has taken lives of young people, the emotional stability of millions in the world and the permissiveness that abuse becomes everyday, I cite some examples of marketing in this sense made with relative success: with the slogan 'Do not stand by and watch. Stop bullying. Act with your head', the H&S brand, part of the P&G group, wants to do its bit in the fight against bullying. The novelty of the brand lies in its 'protagonist'. Here the focus is not on the victim or the bully but on the figure of the observer so that students, teachers and parents stop being spectators and take an active role in bullying situations. Some time ago Totto managed a marketing campaign with similar objectives, Braves against bullying the brand decided to create a community through a pedagogical web platform that supports prevention and management. "An empowerment strategy for children".