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

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 guarante...

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Bibliographic Details
Published in:International journal of nonprofit and voluntary sector marketing 2011-08, Vol.16 (3), p.225-236
Main Authors: Melero, Rosa, Montero, Maria Jose, Araque, Rafael A., Gutierrez, Belen
Format: Article
Language:English
Subjects:
Campaigns
Nonprofit organizations
publicity campaign
qualitative research
racism
Romani people
social communication
Social identity
stereotype
Stereotypes
Studies
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Summary: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.
ISSN:1465-4520
1479-103X
2691-1361
DOI:10.1002/nvsm.422