Details

Autor(en) / Beteiligte

• Melero, Rosa
• Montero, Maria Jose
• Araque, Rafael A.
• Gutierrez, Belen

Titel

Breaking down social stereotypes: the case of the Fundación Secretariado Gitano in Spain

Ist Teil von

• International journal of nonprofit and voluntary sector marketing, 2011-08, Vol.16 (3), p.225-236

Ort / Verlag

Chichester, UK: John Wiley & Sons, Ltd

Erscheinungsjahr

2011

Quelle

Wiley-Blackwell Journals

Beschreibungen/Notizen

• Over the last few years the Fundación Secretariado Gitano has organised several awareness campaigns aimed at improving the public image of the gypsy community, breaking down the stereotypes and providing a more credible concept of the Spanish gypsy community. These campaigns are intended to guarantee equal treatment and opportunities for this group. One of its first activities was a mass publicity campaign aimed at making the general public aware of how unfair it is to generalize. In this way the origins of the social image problem suffered by gypsies was tackled. The campaign titled ‘Get to know them before you judge them’ is the objective study of this case in which elements are analysed and decision‐making steps are followed. Copyright © 2011 John Wiley & Sons, Ltd.