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Stigma has been identified as a complex, diverse and deeply rooted phenomenon that is dynamic in different cultural settings. As a collective social process rather than a mere reflection of an individual's subjective behaviour, it operates by producing and reproducing social structures of power, hierarchy, class and exclusion and by transforming difference (class, race, ethnicity, health status, sexual orientation and gender) into inequality. This document is a literature review about stigma in every sense of the word.
This issue concentrates on the questions of "What are the challenges of designing social marketing campaigns to reach young adults?", and "What are the key elements of effective social marketing to reach young people?"