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Gozdovi so del našega okolja in predstavljajo najvišje razvit kopenski ekosistem. Socialne funkcije, ki jih ponujajo, imajo za ljudi pomembno vlogo. Mestni gozdovi so območja za rekreacijo, sproščanje, izobraževanje, doživljanje narave in še mnogo več, vendar so njihove prednosti pogosto premalo prepoznane. V diplomski nalogi so raziskane možnosti za za spodbujanje pogostejše uporabe mestnih gozdov s strani prebivalcev. Kot orodje za to je bila preučena teorija socialnega marketinga in s tem možnosti spreminjanja vedenja posameznikov in družbe z uporabo teoretskega okvira te marketinške veje. Z namenom raziskave problema so bile zastavljene tri hipoteze, ki so bile preverjene s kvantitativno in kvalitativno raziskavo. Kvantitativna je bila izvedena v obliki spletnega vprašalnika, v njej pa je sodelovalo 198 oseb. Kvalitativni del predstavlja 20 polstrukturiranih intervjujev z obiskovalci Mestnega gozda Celja. Obe sta potrdili slabo poznavanje socialnih funkcij kljub dejstvu, da mnogi gozd obiskujejo prav zaradi njih. Raziskavi sta potrdili možnost uporabe družbenih omrežij za obveščanje in izobraževanje o mestnih gozdovih in njihovih funkcijah. Z načrtnim in strokovnim pristopom k problemu bi lahko s komunikacijo na družbenih omrežji razširili znanje o socialnih funkcijah in s tem spodbudili ljudi k obisku mestnih gozdov. Forests are part of our environment and represent the most highly developed terrestrial ecosystem. Social values of forests play an important role for people. Urban forests are areas for recreation, relaxation, education, experiencing nature and much more, but their benefits are often under-recognized. The thesis explores the possibilities to encourage urban forest visits by residents . As a tool for this, the theory of social marketing and thus the possibility of changing the behaviour of individuals and society using the theoretical framework of this marketing branch were studied. In order to research the problem, three hypotheses were set and tested with quantitative and qualitative research. The quantitative one was conducted in the form of an online questionnaire and involved 198 people. The qualitative part is 20 semi-structured interviews with visitors of the urban forest Mestni gozd Celje. Both confirmed a poor knowledge of social values, despite the fact that many visit the forest precisely because of them. The research confirmed the possibility of using social networks to inform and educate about urban forests and their functions. With a planned and professional approach to the problem, communication on social networks could expand knowledge about social functions and thus encourage people to visit urban forests.

The diploma thesis deals with the use of marketing strategies as tools of civil sector organizations to promote public interests. The first part of the thesis serves to clarify the theory of organized civil sector, marketing strategies of civil sector organizations and the legislative process in the Czech Republic, including clarification of the concept of public interest. The second part of the thesis consists of qualitative empirical research, which aims to describe the whole form of the selected campaign created to promote public interest in the form of legislative change while understanding how campaigners evaluate the campaign and how they perceive cooperation between civil society organizations and marketing agencies for the implementation of the campaign. The chosen research method is a case study of the successful marketing campaign of the czech civic sector organization Svoboda zvířat, which contributed to the promotion of the public interest. By using data analysis and semi-structured interviews the case study acquaints the reader with the key circumstances of the selected campaign, its proposed marketing strategy including its explanation, with the campaign implementation process including the context of the legislative process of the public interest, with evaluation of the campaign from...

V magistrskem delu raziskujemo vsakodnevno okolju prijazno vedenje posameznikov v kontekstu potrošnje in izogibanja plastične embalaže za enkratno uporabo. Ena izmed rešitev problema kopičenja plastike v naravnem okolju je spodbujanje prostovoljne vedenjske spremembe na področju zmanjšanja uporabe plastične embalaže, kjerkoli je to mogoče. Kljub zavedanju negativnega vpliva plastične embalaže na okolje posamezniki nadaljujejo z njeno uporabo, saj ob visokih zaznanih ovirah ne vidijo ustrezne spodbude za vedenjsko spremembo. Da bi našli priložnosti za ustrezno podporo vedenj, povezanih z zmanjšanjem uporabe plastične embalaže za enkratno uporabo, smo raziskali specifične motivacijske in kontekstualne dejavnike, ki vplivajo na potrošnjo plastične embalaže za enkratno uporabo pri mladih potrošnikih. Z metodo fokusnih skupin smo identificirali stališča, vedenja ter zaznane ovire in spodbude za zmanjšanje uporabe tovrstne embalaže. Rezultati kažejo, da udeleženci zaznavajo močne zaviralne dejavnike do vedenj, povezanih z izogibanjem plastični embalaži za enkratno uporabo, predvsem v obliki negativnega vrednotenja alternativ plastični embalaži, nedostopnosti in nepriročnosti alternativ plastični embalaži ter razpršene odgovornosti za problem plastike. S pomočjo pridobljenih podatkov smo oblikovali predloge, kako bi lahko s pristopom socialnega marketinga posameznike spodbudili k zmanjšanju uporabe plastične embalaže za enkratno uporabo. This master's thesis explores the everyday environmentally friendly behaviour of individuals in the context of consumption and avoidance of single-use plastic packaging. One of the solutions for the problematic accumulation of plastics in the natural environment is voluntary behavioural change among consumers, focused on reducing their consumption of single-use plastic packaging where possible. Despite high awareness of negative impacts of plastic packaging on the environment, individuals continue with its use, since the barriers they perceive are so high, they do not see appropriate incentives for behavioural change. In order to find opportunities to support behaviours associated with reducing the consumption of single-use plastic packaging, we investigated specific motivational and contextual factors influencing the consumption of single-use plastic packaging among young consumers. Using the focus group method, we identified attitudes, behaviours and perceived barriers and incentives to reduce the consumption of single-use plastic packaging. The results show that the participants have strong reservations about the behaviours related to the avoidance of single-use plastic packaging, mainly because of the negative assessment of alternatives to plastic packaging, the unavailability and inconvenience of the alternatives and the diffusion of responsibility for the problem of plastic. Based on the data obtained, we formulated proposals on how to encourage individuals to reduce their consumption of single-use plastic packaging by using the social marketing approach.

Pilotni projekt študent prodekan je najnovejši pristop h krepitvi javne podobe Fakultete za socialno delo. Njegova vsebina predstavlja inovativen način za sistematično organizacijo promocije študijske smeri socialno delo na kariernih dnevih poklicno-srednjih šol in gimnazij ter ostalih dogodkih promocije. Sočasno pa projekt ponuja smernice za mobilizacijo študentov v (ob)študijske dejavnosti in krepitev komunikacije med organi fakultete. Četudi pilotni projekt študent prodekan zasleduje več ciljev, sem se znotraj zaključnega dela omejil zgolj na raziskovanje javne podobe fakultete. Poizvedoval sem namreč o prepoznavnosti Fakultete za socialno delo med dijaki in zaposlenimi v tej izobraževalni ustanovi. Zatem sem uporabil empirične podatke za oblikovanje končnih sklepov in predlogov o tem, kako javno podobo fakultete še dodatno okrepiti. Pri tem sem si pomagal s poprej analizirano literaturo s področja strateškega načrtovanja tržnih dejavnosti, socialnega marketinga in načini komuniciranja v ne-tržnih organizacijah. Zatorej je največja strokovna relevantnost diplomskega dela ravno v tem, da sem vsa pridobljena znanja iz teoretičnega okvirja in podatke empiričnega dela povezal v shemo za oblikovanje akcijskega načrta. Dodatno vrednost pa predstavlja tudi pristop raziskovanja javne podobe fakultete, ki je potekal skozi enoletno izvajanje pilotnega projekta študenta prodekana. The student pilot project is the latest approach to enhance the public image of Faculty of Social Work. Its content represents an innovative way to systematically promote the study of social work on career days in high schools and other events of promotion. At the same time, it also works towards mobilizing students in study activities and enhancing communication between various faculty's committees and boards. Even though the student pilot project has followed several goals, I have decided to explore the goal of improving the public image of the faculty. I asked for information about the recognition of the Faculty of Social Work among students and employees of this institution. After that, I used the empirical data to formulate definitive suggestions on how to enhance the public image of the faculty. Furthermore, I have analyzed the literature about strategical planning of marketing activities, social marketing and ways of communicating in non-market organizations. Therefore, the greatest professional relevance of this thesis is the combination of all the theoretical and empirical knowledge that has been joined/connected into a scheme for creating an action plan. Nevertheless, the approach of researching the public image of the faculty, which was carried out through the implementation of one-year pilot project of the Vice- Dean student, also gives an additional value to this thesis.

Javne družbeno odgovorne komunikacijske kampanje oziroma kampanje družbenih problemov, ki so institucionalno podprte, so ključne za spreminjanje zaznavanja in vedenja družbe in to navkljub njihovem dolgotrajnem procesu in majhnih učinkih. Brez njih družba nikoli ne bi napredovala. Njihova naloga je predstavitev nekega novega, alternativnega védenja in vedenja ljudem. Za razumevanje učinkov javnih družbeno odgovornih kampanj je nujno poznavanje 5- stopenjskega transteoretičnega modela faz spreminjanja védenja in vedenja posameznikov (pred-opazovalna, opazovalna, pripravljalna, akcijska in potrditvena faza). Njihova učinkovitost pa je odvisna od šestih značilnosti posameznikov: faze in posledic spremembe, ob spremembi sklenjenih kompromisov, vplivov ostalih ljudi ter lastnih sposobnosti sprememb, segmentacije med posamezniki in konkurence ostalih potrošnikov ali praktikov. Za uspeh je bistveno sodelovanje vseh deležnikov, ki so med seboj vzajemni. Javne družbeno odgovorne komunikacijske kampanje, podprte s strani državnih institucij, a brez podpore medijev, nikoli ne bodo dosegle vseh svojih potencialov, ki bi jih lahko s podporo vseh deležnikov ter obratno. To smo poskušali pokazati tudi s pomočjo aktualne migracijske problematike in javne družbeno odgovorne komunikacijske kampanje 'Vsi drugačni – vsi enakopravni'. Z diplomskim delom smo ugotovili, da kljub vsemu državne institucije pri reševanju problema nosijo večji del bremena. To smo podkrepili s pomočjo primerjave migracij v času vojn na Balkanu in 'Evropske begunske krize' in dveh ključnih konceptov: kulturnega in institucionalnega rasizma. Public socially responsible communication campaigns or better said campaigns of social problems that have institutional support are crucial for changing the society's perception and behavior, despite being long-term in nature and having little effect (impact). Without them society would never have progressed. They are tasked with presenting a new, alternative knowledge and behavior to the people. To understand their effects (impact) it is necessary to have knowledge of the five level trans-theoretical model of changing knowledge and behaviors of individuals (precontemplation, contemplation, preparation, action and maintenance). Their effectiveness depends on six features of individuals: level, consequences, compromises, other influences, segmentation and competition of changed behavior. In addition, collaboration of all stakeholders is essential for success of the campaigns. Public socially responsible communication campaigns, supported by state institutions but without support of the media, will never fulfil the whole potential as they could with a broad support of all the stakeholders and vice versa. The stakeholders are reciprocal, which we attempted to show with the application of the current issue of migration and public socially responsible communication campaign 'All different – all equal'. Through the bachelor thesis we discovered that in spite of everything, state institutions carry the major part of the burden in solving social problems. We highlighted that by comparing the migrations during wars on the Balkan territory and 'European refugee crisis' and two key concepts: cultural and institutional racism.

Sociální marketing můžeme v kontextu sociálních služeb využít jednak ve vztahu k veřejnosti (ve smyslu širokého a vnitřně nediferencovaného okruhu lidí, na který jsou sociálně-marketingové aktivity zacílené) s cílem přispět k řešení vybraného společenského problému a rovněž ve vztahu ke k znevýhodněným, vyloučeným či marginalizovaným lidem nebo skupinám. Sociální marketing je v tomto smyslu vhodný nástroj, kterým jsou určité produkty, služby či informace zprostředkovávány lidem “na okraji” moderních společností, a to s ohledem na specifické sociokulturní podmínky, ve kterých se jejich život odehrává. Možnosti obou těchto poloh sociálního marketingu jsou v textu představeny na pozadí zákona č. 108/2006 Sb. o sociálních službách, který tvoří legislativní rámec činnosti neziskových organizací, které v ČR poskytují sociální služby. In the context of social services, social marketing can be used in relation to the public (in the sense of a wide and internally undifferentiated circle of people targeted by social marketing) in order to contribute to solving a selected social problem, as well as in relation to disadvantaged, excluded or marginalized people or groups. In this sense, social marketing is a suitable tool by which certain products, services or information are conveyed to people "on the fringes" of modern societies, which reard to the specific socio-cultural conditions in which they live. The opportunities of both of these positions for social marketing are presented in the text against the background of Act No. 108/2006 Coll. on Social Services, which forms the legislative framework for the activities of non-profit organizations that provide social services in the Czech Republic.

Zavržena hrana je velik okoljski, družbeni in ekonomski problem, ki zahteva urgentno ukrepanje. V razvitem svetu so za največji delež zavržkov odgovorna gospodinjstva. Kljub globalnemu cilju trajnostnega razvoja do leta 2030 na svetovni ravni prepoloviti količino zavržene hrane na prebivalca je ta problematika šele pred kratkim stopila v medijski in znanstveni diskurz. Posledično v Sloveniji še ni bilo opravljene poglobljene raziskave na temo odnosa posameznikov do zavržene hrane, prav tako je zaznati manko celovitega pregleda tega področja. To magistrsko delo s pregledom literature in kvalitativno analizo komentarjev na novinarske prispevke o zavrženi hrani zapolnjuje to vrzel in predlaga možne načine ukrepanja na ravni gospodinjstev. Stanje v Sloveniji se precej razlikuje od držav, kjer so prizadevanja za zmanjševanje količin zavržene hrane že dlje časa na 'meniju' vladnih, medijskih in nevladnih organizacij. Ključ je v razumevanju razlogov za odmetavanje, ki sem jih preučila na podlagi zaporedja razsipavanja, in poznavanju zavesti posameznikov do problematike zavržene hrane. Food waste is a major environmental, social and economic problem that requires urgent action. In the developed world, households are responsible for the largest amount of food waste. Despite the global goal of sustainable development, to halve the amount of food waste by 2030 per capita, this issue has only recently entered the media and scientific discourse. Consequently, an in-depth study on the relationship between individuals to discarded food has not yet been carried out in Slovenia, and there is also a lack of a comprehensive review of this area. This master's thesis with a literature review and a qualitative analysis of comments on articles about food waste fills this gap and suggests possible ways of acting at the level of households in terms. The situation in Slovenia varies considerably from countries where efforts to reduce the amount of discarded food have been on the 'menu' of government, media and non-governmental organizations for a long time. The key is to understand the reasons for dumping that I have examined on the basis of the squander sequence and to understand individuals' awareness of the food waste problem.

Magistrsko delo obravnava pomen socialnega marketinga za uspešnost komunikacijskih kampanj. Prvi del v ospredje postavi socialni marketing kot vedo in posameznikov proces spreminjanja vedenja v družbi. V delu so predstavljene različne teorije za posameznikove spremembe vedenja (npr. socialnokognitivna teorija, teorija stopenjskih sprememb, teorija izmenjave, vedenjska teorija). Pomemben segment magistrskega dela je tudi opredelitev strateško načrtovanega socialnega marketinga, ki predstavlja ključen dejavnik družbenih sprememb. Skozi teorijo se dotaknemo tudi vpliva komunikacije pri tovrstnem delu, ki se načrtovano razvije v drugi poglavitni del, in sicer v strateško planirane komunikacijske kampanje. Pri začetnem raziskovanju je bila v ospredje postavljena predpostavka, da se v nevladnih organizacijah namenja premalo pozornosti fazam (načrtovanje, izvedba in ovrednotenje) komunikacijskih kampanj in da se tehnike socialnega marketinga pri spremembi vedenja ciljnih skupin ne upoštevajo dovolj. Teoretične ugotovitve so povezane z intervjuji s strani nevladnih organizacij in dveh strokovnjakov. Namen raziskave je bil prepoznati, katere faze komunikacijske kampanje pri svojem delu uporabljajo nevladne organizacije in na kakšen način razumejo pomen socialnega marketinga pri nagovarjanju ciljnih skupin. Prispevek dela so na podlagi teorije in rezultatov empiričnega dela izdelana priporočila, ki bodo lahko v pomoč pri načrtovanju, izvajanju in ovrednotenju uspešnih komunikacijskih kampanj v nevladnih organizacijah, tudi s pomočjo znanja in veščin zaposlenih socialnih pedagogov. This master’s thesis studies the impact of social marketing in the communication campaigns. The first part of the thesis puts at the forefront social marketing as a science, and defines an individual's process of behavioural change in a society. The paper presents different theories of behavioural changes, such as Social cognitive theory, Theory of stage changes, Theory of exchange and Behavioural theory. A more significant segment is the definition of strategically planned social marketing, which plays an important role in social change. Throughout the theory the meaning of communication in this field of work is stressed, and then purposefully developed into the second key part of the thesis, namely the strategically planned communication campaigns. The initial assumption was that non-governmental organisations do not focus enough attention on the phases of communication campaigns (planning, implementation and evaluation), and that the social marketing techniques are not sufficiently taken into account regarding changes in behaviour of target groups. Theoretical findings are complemented by interviews conducted online and in person with non-governmental organizations and professionals. The purpose of the research was to identify the stages in the communication campaigns used by non-governmental organizations in their work, and how they understand the importance of social marketing in addressing target groups. Based on the theory and results of the empirical part, the main contribution of the thesis are recommendations which can help with the planning, implementation and evaluation of successful communication campaigns in non-governmental organizations, reinforced by the knowledge and skills of active social pedagogues.

Socialna omrežja, kot je Facebook, ponujajo vrsto priložnosti za učinkovito množično komunikacijo. Te so pogosto uspešno izrabljene s strani marketinških podjetij, ki v njih vidijo sredstvo za povečevanje profita, medtem ko institucije – ki bi iste principe lahko uporabile za izobraževanje in spodbujanje javnosti k družbeno koristnim vedenjem – v aplikaciji principov učinkovite množične komunikacije tradicionalno zaostajajo. V pričujoči študiji se osredotočamo na enega od tovrstnih principov, in sicer na strategije psihološkega ciljanja, pri katerih pošiljatelj sporočila poskrbi za ujemanje Facebook oglasov s psihološkimi karakteristikami posameznika, ki bo oglasu izpostavljen. Medtem ko pretekla literatura razkriva nekatere koristi psihološko ciljanih strategij v kontekstu komercialnega marketinga, v pričujoči študiji raziskovanje psihološkega ciljanja premikamo v kontekst socialnega marketinga in nadgrajujemo s preverjanjem mnogih – do tega trenutka slabo raziskanih – elementov. Pri tem se osredotočamo na tri raznolike teme, ki imajo znanstveno podporo in bi lahko koristile posameznikom ter družbi v celoti (cepljenje proti gripi, preventiva demence in zmanjševanje ogljičnega odtisa), Facebook objave pa prilagajamo posameznikovi ekstravertnosti, odprtosti ali pa obema omenjenima osebnostnima lastnostma hkrati (profil osebnosti). Za preverjanje učinkovitosti psihološko ciljanih strategij v kontekstu socialnega marketinga smo pripravili dva eksperimenta. V prvi študiji (laboratorijska študija) preverjamo pretežno kognitivne mehanizme, prek katerih bi psihološko ciljanje lahko vodilo do želenih izidov, kot je vedenjska sprememba, in sicer samoporočano naklonjenost Facebook objavam, pozornost, zajeto s sledilnikom oči in spomin, merjen z računalniško nalogo. Na vzorcu 98 udeležencev ugotavljamo, da oglasi s kongruentno ekstravertnostjo in kongruentnim profilom osebnosti kažejo konsistentne koristi v primerjavi z inkongruentnimi objavami, a so učinki na naklonjenost, pozornost in uspešnost prepoznave blagi. Nadalje v drugi študiji (spletni eksperiment) preverjamo bolj oprijemljive, socialnopsihološke izide, in sicer spremembo stališč ter spremembo vedenjskih namer. Na vzorcu 312 udeležencev ugotavljamo, da se v smeri izrazitejšega poviševanja stališč in vedenjskih namer v primerjavi z inkongruentnimi oglasi nagibajo predvsem učinki objav s kongruentnim profilom osebnosti, a so le-ti blagi in ne popolnoma uniformni. Ob tem smo v obeh študijah preverjali še odobravanje psihološkega ciljanja. Rezultati kažejo, da večina udeležencev ne odobrava psihološkega ciljanja ali pa bi psihološko ciljanje odobravali le pod določenimi pogoji, npr. kadar se uporablja v dobro uporabnikov. Pri tem se kažejo tudi pomembni napovedniki odobravanja, npr. starost. Skupno ti rezultati implicirajo, da psihološko ciljanje lahko prinaša koristi v smislu kognitivnih in socialnopsiholoških izidov, a so te šibke. Nadalje študija razkriva, da ima večina ljudi zadržke do uporabe psihološkega ciljanja. V diskusiji te rezultate povežemo s preteklo literaturo, izpostavimo njihovo uporabno vrednost ter se dotaknemo pomanjkljivosti pričujočih študij. Social media, such as Facebook, offer a myriad of opportunities for effective mass communication. Many such opportunities are successfully used by marketing companies as a means to increase profits, while institutions – which could use these same principles to educate the public and encourage them to act in their best interest – traditionally lag behind. In the present study, we focus on one such principle, psychological targeting, whereby a communicator matches the content of Facebook ads to the psychological characteristics of people who will be exposed to them. While past literature reveals some of the benefits of psychologically targeted strategies in the context of commercial marketing, we extend the literature by exploring psychological targeting in the context of social marketing and by testing several novel aspects. In doing so, we focus on three diverse topics that have substantial scientific support and could benefit individuals and society as a whole (influenza vaccination, dementia prevention, and carbon footprint reduction), and match the content of Facebook posts to fit individuals’ extraversion, openness to experience, or both of these personality traits at the same time (personality profile). We test the effectiveness of psychologically targeted strategies in the context of social marketing via two experiments. In the study 1 (a laboratory experiment), we test the (mainly) cognitive mechanisms by which psychological targeting could lead to positive outcomes, such as behavioral change, namely self-reported liking of presented materials, attention captured by the eye-tracker, and the memory, measured with a computerized task. On the sample of 98 participants, we find that ads with congruent extraversion and congruent personality profiles consistently show benefits over incongruent materials. However, the effects on ad liking, attention, and recognition are predominantly small. Furthermore, in the second study (an online experiment), we focus on more tangible, social-psychological outcomes, namely attitude change and changes in behavioral intention. On the sample of 312 participants, we find that only ads with congruent personality profiles tend to lead to more pronounced increases in both outcomes (compared to incongruent ads). However, the effects were less consistent and mild. Additionally, we also studied people's approval of psychological targeting in both studies. The results show that the majority does not approve of psychological targeting, or that they would only approve of it under certain conditions, e.g. when it is used for the sole benefit of the users. The results also illuminate several important predictors of public attitudes towards psychological targeting, such as age. Taken together, these results indicate that psychological targeting can be beneficial in terms of cognitive and socio-psychological outcomes but these benefits are generally weak. Furthermore, the study reveals that most people have concerns regarding the use of psychological targeting. In the discussion, we compare these results with the past literature, highlight their practical value, and outline the limitations of the present studies.

The main topic of this bachelor's thesis is the communication of environmental non-profit organizations Hnutí DUHA and Greenpeace Česká republika on a social site Facebook. This thesis focuses on the current online activities of those organizations and analyses their communication with their supporters on Facebook. The goal of this thesis is to analyse the usage of a social site by environmental non-profit organizations and find out, if it is a suitable tool for their promotion and communication with their supporters in the internet environment. The methods used for this thesis goal fulfilment are content and comparative analysis of chosen campaigns #vyzvaprojiretin (Greenpeace Česká republika) and #chcidivocinu (Hnutí DUHA). Those campaigns were chosen because they are both regional campaigns thus are suitable of communication of both organizations. Content and comparative analysis were carried out on the theoretical basics set in the theoretical part. The analysis par is based on the content analysis of Facebook communication of chosen environmental organizations and on interviews with coordinators of chosen campaigns. Those interviews provided important information and data, which were used in the campaings analysis.

New technologies such as social media or mobile games are often listed among the main contributors to the ever-increasing obesity rates among children. Paradoxically, the same technologies also bring potential to enhance the effectivity of healthy lifestyle interventions targeted at children. This thesis investigated the approach of the creators of such interventions towards the use of new technologies. The author devoted his attention to downstream social marketing interventions realised in the Netherlands because of the country's low youth obesity rates and exceptional position in the latest innovation rankings. The central objective of this instrumental multiple case study research was to reveal the benefits and limitations of the researched practice as perceived by the interventions' creators. Studying available documents and conducting four semi-structured interviews with the creators enabled the author to reconstruct the contexts and strategies of four Dutch healthy lifestyle interventions promoting exercise and healthy sleep and nutrition among children. The results indicated that the creators indeed regarded new technologies as a threat to children's physical and mental well-being; nevertheless, they also accepted them as an inevitable part of today's media environment and aimed to...

The thesis analyses the possible utilizations of social networks by the companies in connection with periodic supply of new technology that faciliates communication between marketters and the target groups as well as communication between the users alone. The theoretical section summarizes actual trends of social networks world-wide. The thesis also focuses on the trends and innovational elements of the world's most popular networks. The practical part concentrates on the company Coca Cola where the case study of the selected successful marketing campaign is stated within social networks. The campaign is further explored through applied research that analyses besides social network activities of commpanies and users mainly its influence on consumer awareness within the networks.

Social marketing had been mainly connected with non-profit organisations. However, as the market develops the companies require higher level of sustainability and differentiation. Therefore, social marketing is now also applicable to other businesses. In order to prove the benefits of social marketing for company and society this thesis provides basic theories of classical marketing and their comparison with social marketing. These theories were applied to analyse a specific example of Vinea and their 2016 campaign Bring life back to vineyards. The campaign proves Vinea approach to connect their heritage with modern advertising. While connecting people over the most important element of brand, the grape. Vinea created several events to teach participants of campaign about the wine growing in Slovakia to connect the brand with its core ingredient. The goal of the thesis is to find out attitudes of consumer towards Bring life back to vineyards campaign and give a recommendation for the follow-up of campaign. The questionnaire with Lickert questions, multiple choice and open questions was used to research the attitudes of consumers. The sample contained 109 respondents out of which 64 were women and 45 men. The average age was 32,54. The research showed the overall perception was positive and the female respondents reached higher level of agreement in almost all questions. Although the awareness of campaign was very low (7,3%). The recommendation was to continue in this way of promoting wine production but extended it to various wine regions in Slovakia and Czech Republic while focusing on the ecological wine growing and upgrading interaction via social media with passive audience to be more in touch with the campaign.

The Master's Thesis focuses on waste separation in the Czech Republic. The aim of this thesis is to propose a strategy and its communication, which would result in increasing participation in waste separation in the Czech Republic. To achieve the stated goal the thesis utilizes primarily two methods, analysis and comparison, which are later supported by primary research in the form of survey and its evaluation. Results of the conduced survey provide key information about main barriers and motivators perceived by the target group and serve as a basis for formulating strategy and plan of communicating the individual parts of this strategy.

The Bachelor Thesis, titled Current trends in social marketing of the food sector, deals with the usage of food waste as a topic in the communication activities of grocery retailers in the Czech market. The thesis aims to find out what the motivation of the retail chain companies is to adopt practices that reduce the food waste. On the contrary, the thesis also looks at what the barriers in this matter are. The objective is also to analyse these activities and to assign them to marketing theory. The theoretical part of the thesis works with the terms social marketing and corporate social responsibility, occurring in the food industry. The paper describes the reasons why the problem of food waste became a public discussion. The next part is dealing with the analysis of the domestic market with the food retailer chains. The practical part is based on a survey examining an approach of the food retailer chains to the topic of food waste. The answers of the seven representatives of food retailed chains management in the Czech market are interpreted.

This bachelor thesis focuses on public service announcement in the Czech Republic and the Russian Federation. It examines influence on the young generation and on the course of solving of society-wide problems. The aim of the thesis is to identify, based on my own survey, how young generation sees the social advertisement and how young people are influenced by it. The thesis is divided into three chapters. The first chapter is dealing with differences and sameness between social and commercial advertising, goals and target audience and legal aspects relating to this problem. The second chapter describes the world history of social advertising and the history in the Czech Republic and the Russian Federation. The results of the conducted questionnaire are encompassed and interpreted in the third chapter.

The bachelor thesis Marketing of social enterprises deals with the current emerging phenomenon in our society - social enterprise. Then it examines especially unexplored area of marketing in social enterprises. The theoretical part explains the concepts of social economy, social enterprise and the third sector. Other problematic concepts which are explained are the concept of CSR and social marketing. In the next part, the principles of social enterprises are mentioned and an example of a social enterprise is presented. The thesis follows up the problematics of social entrepreneurship and provides a comprehensive overview of the current situation of Czech social enterprises. The thesis also deals with the current state of marketing in social enterprises and marketing theory. It also maps the shortcomings in this area, as well as in the field of communication. In the practical part, the author compares this current state to the marketing theory and propose ssuggestions for further development of marketing and communication in social enterprises.

Neprofitne organizacije igrajo zelo pomembno vlogo v današnji družbi. In čeprav njihova opredelitev ni enostavna, se avtorji strinjajo, da neprofitne organizacije obstajajo za zagotavljanje splošne izboljšave v družbi. Njihov obseg dela daleč presega prodajo vsakdanjih izdelkov ali ponudbo vsakodnevnih storitev. Enako kot pridobitne organizacije, neprofitne organizacije tudi uporabljajo marketing v svojih aktivnosti, vendar z eno razliko: njihove dejavnosti so usmerjene v korist njihovih ciljnih skupin. Z uporabo marketinških načel in tehnik, vplivajo na prostovoljno vedenje svojih ciljnih skupin, z namenom njihovega izboljšanja in blaginje družbe na splošno. Prav to je definicija socialnega marketinga, ki je relativno nov in pogosto napačno razumljen. Ta teza se osredotoča na opredelitev socialnega marketinga in raziskuje uporabo marketinga v dveh neprofitnih organizacijah v Sloveniji z namenom spreminjanja vedenja družbe do njihovih ciljnih skupin. Empirična raziskava je bila izvedena v Mariboru, v Sloveniji maja in junija 2015 s predstavniki dveh slovenskih neprofitnih organizacij: Zveze prijateljev mladine v Mariboru (ZPM Maribor) in Mariborskega društva za cerebralno paralizo Sonček Maribor (Sonček Maribor). Namen poglobljenih intervjujev je bil ugotoviti koliko anketiranci poznajo in razumejo marketinga, kakšni so cilji in aktivnosti njihovih organizacij, ter kakšni so njihovi načrti glede uporabe marketinga z namenom spreminjanja vedenja družbe do njihovih ciljnih skupin. V analizi raziskave so predstavljene ugotovitve o tem, kako neprofitne organizacije v Sloveniji uporabljajo marketing, kakšen je pomen socialnega marketinga v njihovem področju dela in kaj so sredstva in resursi, ki jih potrebujejo za izboljšanje uporabe socialnega marketinga. Analiza raziskave je pokazala, da niso seznanjeni s pomenom socialnega marketinga, vendar pa razumejo pomen marketinga, zlasti promocijo in odnose z javnostmi. Finančna sredstva in kadri so označeni za največje ovire za te organizacije in bodo tudi ostali kot njihovi največji izzivi pri doseganju organizacijskih ciljev. Nonprofit organizations play an important role in today’s society. And although defining them is not an easy task, authors do agree they exist to provide for the general betterment of society. Their scope of work goes way beyond selling everyday products or offering everyday services. Just as for-profit-organizations, they use marketing in their activities, but with one difference: their activities are directed to the benefit of their target groups. By applying marketing principles and techniques, they influence voluntary behaviors of their target audiences in order to improve theirs and the well-being of society in general. This is defined as social marketing, a term that is relatively new and misunderstood by many. This thesis focuses on defining social marketing and explores the use of marketing in two nonprofit organizations in Slovenia with an aim of changing behaviors of society towards their target audiences. The empirical study was conducted in Maribor, Slovenia in May/June 2015 with representatives of two Slovenian nonprofit organizations: Friends of Youth Association in Maribor (ZPM Maribor) and Association Sonček Maribor (Sonček Maribor). In-depth interviews focused on the respondents’ understanding of marketing, their organizations’ activities and goals, as well as their plans to apply marketing in order to change behaviors of society towards their target groups. The analysis of the research presents the findings on how the nonprofit organizations in Slovenia use marketing, what is the relevance of social marketing in their scope of work and what are the resources they need to improve the use of social marketing. The analysis of the research showed they are not familiar with the meaning of social marketing, but they do understand the importance of marketing, especially promotion and public relations. Financial and human resources are identified as the biggest obstacles for these organizations and remain also as their biggest challenges in achieving their goals.

Bachelor thesis entitled "Social advertising in the Czech Republic" is focused on a specific promotional tool of social marketing, which is most often termed as social advertising. In addition to its insertion into the broader context it also deals with key aspects of whole this advertising discipline, such as its definitions, forms and historical development. Because it is regarded as a communication tool, which speaks to the public through the media, they are also characterized methods of persuasion in this paper. The aim is a detailed description of the specifics of this phenomenon between years 2007 and 2014, which is achieved by using content analysis. The results showed that the largest space in the media have a social advertising focused on global issues, especially in the field of social responsibility and health protection and prevention. Specifically, spots are targeted on poverty, helping handicapped, communication of diseases (AIDS, cancer, etc.) and educational development. Donation character has only ¼ of the observed sample and among the most frequently used principles of persuasion in social commercials include emotional appeals and testimony. Collected data can also be used, for example for the international comparisons, long-term research of the effects of media and a more...

Danes je potrošnik na vsakem koraku pod vplivom vizualnih podob – v reklamah, oglasih in objavah, ki v sebi pogosto vsebujejo še dodatne dražljaje za pritegnitev pozornosti in s tem potrošnike usmerjajo na ustrezne pomene. Poleg boljšega razumevanja oglasa želimo omogočiti tudi večje zadovoljstvo in vedenje potrošnikov, kar je domena socialnega marketinga. V diplomski nalogi smo tako raziskovali vpliv vizualne komunikacije v socialnem marketingu in proučevali njen vpliv na vedenje potrošnikov. Najprej smo s pomočjo semiotične analize primerjali tri oglase, ki so obravnavali tri različne tematike. Ugotovili smo, da so kreativnost v oglasu, njegova oblika in uporabljeni simboli najbolj pogosto vzbudili potrošnikovo zaznavo ter s tem tudi njegovo pozornost in stališče do družbenega problema. Nato smo s pomočjo kvantitativne analize, pri kateri smo uporabili spletno anketo, želeli poiskati dejavnike, ki lahko spremenijo potrošnikovo vedenje. Ugotovili smo, da so s pomočjo analiziranih oglasov nastale pričakovane pozitivne družbene spremembe. Today's consumer is on every step under the influence of visual images in advertisements and posts that usually contain also additional stimulus to attract attention and thereby consumers are directed to appropriate meanings. Besides better understanding of advertisements, we want to achieve also greater satisfaction and consumer behaviour, which is the domain of social marketing. In this thesis we researched the impact of visual communication in social marketing and also its impact on consumer behaviour. At first we have compared three advertisements, which had different themes. Our findings were, that creativity in advertisements, its shape and used symbols most commonly inspired perception of the consumer thus his attention and position to social problem. Then we wanted to find factors, which can change consumers behaviour, for that we used quantitative analysis, specifically online survey. Our findings were, that with the help of analysed advertisements, positive social changes have araised.

The bachelor's thesis "Comparison of Czech governmental campaigns and American Ad Council campaigns with a focus on social campaigns against drunk driving" deals with the Czech campaign titled, "Nemyslíš, zaplatíš!" (You don't think, you pay) by the Ministry of Transport and the American campaign "Buzzed Driving is Drunk Driving" by National Highway Traffic Safety Administration. It also focuses on the bidding process and the execution of public service campaigns produced by the government in the Czech Republic and the United States of America. The first section deals with social marketing, its specification and differentiation from commercial marketing, and government communication from a theoretical point of view. The following section focuses on the Ad Council and its activities and campaigns. Subsequently, it focuses on funding, execution and results of the "Buzzed Driving is Drunk Driving" campaign. Later, the characteristics of the Czech campaign "Nemyslíš, zaplatíš!" and Czech governmental communication are discussed. Finally, the thesis compares Czech and American campaigns and also suggests possibilities for the improvement of Czech governmental communication mainly in the field of funding and effectiveness.

The bachelor thesis Marketing communication of a non-profit organization: Amnesty International ČR in year 2013 deals with the marketing activity of the Czech section of global movement in the given year. The thesis presents the organization and the environment of Czech non-profit sector, explores its activities in 2013 and identifies used communication tools from the marketing point of view. The aim of this thesis is to verify the presumption that Amnesty International ČR as a non-governmental non-profit organization prefers rather inexpensive marketing tools but also strives for maximum effectiveness (with regard to limited sources and long-term strategy) at the same time. The analysis of the activity of the Czech section shows that the association particularly uses the following marketing and public relations tool: press/media relations, event management/marketing, celebrity PR, government relations/lobbing, fundraising and guerrilla marketing. The goal is to achieve publicity that facilitates endeavor and helps Amnesty to meet its objectives in the field of human rights observance. Limited budget, financial dependence on voluntary contributions, problematic target group and competing interest groups belong to the obstacles on the way to success. However, there is also some room for improvement,...

The master thesis focuses on cause-related marketing (CRM) as one of the type of cooperation between NGOs and companies. Broader context of CRM is described in a theoretical part from the perspective of corporate environment as well as non-profit sector. One of the sections of the theoretical part is devoted to areas related to the success of CRM campaigns and this topic covers largely an empirical part of the thesis. There is a qualitative study based on a case study of a successful CRM campaign from the Czech Republic. The campaign was chosen by factors assuming the success of the CRM campaign which are described in the theory. First, the historical development of the campaign is described; the success of the campaign is investigated from the view of the NGO and the company afterwards. The empirical research is focuses on factors which could influence the success of the CRM campaign and how is the success perceived by representatives of the NGO and the company.

The importance of NGOs has been on the rise since the World War II. Amnesty International is one the best-known human rights nongovernmental organizations which has been globally successful in human rights agenda setting. This Diploma thesis analyzes the common features of three selected successful Amnesty International campaigns and aims to determine key attributes that can help to reach the goals of human rights campaigns.

The thesis Social Event Marketing in Non-Profit Sector: Case Study of Do práce na kole 2013 aims to illustrate the specific environment of motivational campaigns supporting the growth of urban cycling. The grounds of UCC (Urban Commuter Cycling) act as a crossection of several communication theory and practice fields, which are examined. The non-profit Do Práce Na Kole (Bike To Work) campaign acts as an example, threading together social and event marketing, while encompassing aspects of CSR, company culture and gamification. This work describes the characteristics of the overall UCC problematic and the connected social trends, the author describes aspects of communication, that have been overlooked or might have been developped further. This work draws out the specifications, the history and communicational goals of Do Práce Na Kole 2013, the event is further analysed based on it's concept and realisation. It analyses it's main focus and lays ground for possible ways of development of it's communication strategy

Internet predstavlja medij prihodnosti, saj se število uporabnikov iz leta v leto povečuje. Potrošniki se od klasičnih medijev zatekajo k internetu, zato velja dejstvo, da če podjetje ni prisotno na internetu, praktično ne obstaja. Spletno trženje zavarovanj prinaša zavarovalnicam številne prednosti, ima pa tudi določene slabosti. Slabosti spletnega trženja zavarovanj za zavarovalnice so predvsem v kompleksnosti določenih zavarovalnih storitev, težki dosegljivosti standardizacije reševanja škodnih primerov, neosebnem odnosu in nezaupanju uporabnikov v varnost elektronskega poslovanja. Prednosti spletnega trženja zavarovanj za zavarovalnice so v hitrem prilagajanju tržnim pogojem, ažurnem zajemanju podatkov o številu zavarovancev, globalni prisotnosti in nižjih stroških poslovanja ter oglaševanja. Nakupovanje prek interneta ima prednosti tudi za njegove uporabnike in sicer omogoča neomenjen delovni čas, večjo dostopnost do informacij, hitrejši odzivni čas in anonimnost. Za spletno trženje so primerna zavarovanja, ki so enostavna, neodvisna od preteklega dogajanja, obvezna, ne zahtevajo veliko osebnega svetovanja, imajo relativno nizko zavarovalno premijo, se pogosto obnavljajo, so drugačna po zasnovi, so prilagojena internetni poti in so primerna za masovni trg. V magistrski nalogi smo analizirali spletna portala Zavarovalnice Maribor in Zavarovalnice Generali, pregledali ponudbo njunih spletnih zavarovalnih storitev in predstavili primer sklenitve zavarovanja. Preverili smo na kakšen način zavarovalnici privabljata na svoj spletni portal obiskovalce in kako uspešni sta pri spletnem trženju zavarovanj. Rezultati so pokazali, da imata obe zavarovalnici učinkovit in pregleden spletni portal, na katerem ponujata številne informacije o zavarovanjih in različne spletne storitve. Uspešni sta pri spletnem trženju zavarovanj, vseeno pa smo opazili nekaj slabosti, za katere smo podali predloge za izboljšanje le-teh. Pomembno je, da se zavarovalnici zavedata pomena spletnega trženja zavarovanj in ga neprestano izboljšujeta ter nadgrajujeta, saj bosta tako gradili prepoznavnost blagovne znamke, izboljšali prodajo in povečali število svojih strank. The Internet is established as the medium of the future because of its increasing number of users each year. Consumers resort to the Internet rather than the traditional media, proving the fact that the enterprise practically does not exist, if not present on the Internet. Online insurance marketing brings many advantages to the insurance companies but it also has its diasadvantages. The disadvantages of the online insurance marketing for insurance companies are primarily based in the complexity of certain insurance services, problems with achieving the standardization of solving claims managements, impersonal relationship and the users' lack of trust in the safety of the electronic commerce. The advantages of the online insurance marketing for insurance companies lie in the fast adaptations to market conditions, current collected data on the number of insurants, global reach and lower operating and advertising costs. Online shopping has its benefits also for the Internet users, that being unlimited working office hours, increased asccess to valuable information, faster response time and anonymity. Eligible insurance policies for the Internet markenig are simple, independent of previous events, compulsory, do not require a lot of personal counseling, have a relatively low insurance premium, are often updated, have a different scheme, are adapted to the Internet functions and are suitable for the massive market. In the Masters' thesis, we analyzed the web portals of two insurance companies Zavarovalnica Maribor and Zavarovalnica Generali. We also reviewed their website insurance services and presented an example of effecting an insurance policy. We verified ways in which the insurance companies attract visitors to its web portals and their success in online insurance marketing. The results show that both insurance companies have an efficient and easily scanned website portal which provide numerous information on insurance and various online services. Even though the companies are successful in online insurance marketing, we noticed some weaknesses on which we made some suggestions in order to improve them. It is important that the insurance companies are aware of the significance of online insurance marketing and are constantly improving and updating it because that is how they will also be able to build their brand awareness, improve their sales and increase the number of its customers.

V diplomskem delu smo raziskovali razvoj potrošniške kulture in vpliv tržnega diskurza na javni prostor. Pod tržnim diskurzom pojmujemo komunikacijo, katere končni cilj je prodaja izdelka. Ker se ta diskurz zdi nasičen, smo obravnavali komuniciranje, katerega posledica je skupno dobro in ne zgolj prodaja izdelkov. S tem mislimo na komunikacijo, ki spaja komunikacijsko učinkovitost in družbeno odgovornost – dve ravni komuniciranja, ki v praksi redko najdeta skupni jezik. Kot odgovor na to je v diplomskem delu obravnavan pomen nekomercialnega angažiranja kulturnih posrednikov, kot so oblikovalci, ki so sicer eni izmed ključnih akterjev komercializacije javnega prostora. Socialni marketing in družbeno odzivno komuniciranje obravnavamo na teoretičnem in praktičnem nivoju – prikazani so primeri teh oblik komuniciranja v slovenskem prostoru. V drugem, praktičnem delu predstavimo in grafično oblikujemo lastno blagovno znamko Quotelife, ki odgovarja kriterijem družbeno odzivnega komuniciranja. In my diploma thesis we explore the development of the consumer culture and how market discourse affects the public space. Market discourse stands for communication with the ultimate goal of selling the product. This discourse seems saturated and therefore we explore the communication which results in common good and not just selling the product. By that we mean communication that combines efficiency and social responsibility – two levels of communication that rarely find common language in reality. As a response to that we explore the meaning of non-commercial engagement of the cultural agents as they are designers who are normally one of the key factors of the commercialization of the public good. We explore the social marketing and socially responsive communication on a theoretic and practical level – we demonstrated the examples of that forms of communication in Slovenia. In second part which is practical we introduce and graphically design our own trademark »Quotelife« which serves the criteria of the socially responsive marketing.

The bachelor thesis Specifics of marketing communication of Greenpeace ČR organization presents the Czech affiliate of global non-governmental environmental organization Greenpeace. This thesis looks at the organization from the marketing point of view perspective. Its objective is to identify specific marketing activities of Greenpeace ČR between years 2010 - 2012 on the basis of situational analysis of representative campaigns. Greenpeace does not accept funds from corporations and state institutions and therefore it is dependent on contributions from volunteers. The Czech affiliate is financially autonomous thanks to its accent on fundraising and communication. Greenpeace ČR uses inexpensive marketing and PR tools, as it follows from summary of analyzed campaigns. Due to its limited budget, Greenpeace is forced to use such campaigns which are most addressed to target groups. The main strategies are guerilla marketing and subvertising, PR and lobbing, research in cooperation with experts, online tools and publishing of promotional materials.

The thesis deals with the healthy lifestyle of Czech university students. The main objectives are to map the healthy lifestyle of Czech university students, especially to find out whether they follow the principles of healthy lifestyle, to find out their knowledge concerning this issue, to find out if there are any obstacles to follow the healthy lifestyle and to find out whether they know any projects supporting health and healthy lifestyle. In the theoretical part of the thesis the basic terms are defined. There is also introduced the system of public health in the Czech Republic, occurrence of non-communicable diseases caused by unhealthy lifestyle and risk factors causing these diseases. Practical part maps the healthy lifestyle of Czech university students and fulfills stated objectives by using questionnaire survey and data mining.

Cepljenje je javno zdravstveni ukrep, ki je v preteklosti in še danes bistveno pripomogel k zmanjšanju obolevnosti in umrljivosti zaradi nalezljivih bolezni. Z zmanjševanjem klasičnih nalezljivih bolezni se med uporabniki cepljenja pojavlja vprašanje o smiselnosti tega ukrepa. Zato je s stališča javnega zdravja pomembno razumevanje uporabnikov in dejavnikov, ki vplivajo na njihovo odločanje. Odločanje kot tako je kompleksni proces, na katerega vplivajo tako notranji dejavniki posameznika, npr. njegova nezavedna hotenja in želje, kot tudi zunanji dejavniki, npr. sistemski ukrepi, mediji in družba nasploh. Zato motiviranje uporabnikov za cepljenje zajema integrirani niz aktivnosti in eden od načinov vplivanja je tudi socialni marketing, ki temelji na poznavanju stališč uporabnikov. V nalogi s pomočjo teorije in analize stališč najbolj občutljivih uporabnikov cepljenja, staršev, osvetljujem nekatere ključne dejavnike, ki vplivajo na proces odločanja o cepljenju. Analiza stališč uporabnikov je pokazala, da cepljenja podpirajo, so za obveznost cepljenj, odgovornost za to dejanje pa vidijo porazdeljeno med starši, državo in cepiteljem. Tisti starši, ki zaupajo alternativni medicini, izražajo večjo skrb zaradi posledic po cepljenjih. S sistematičnim načinom spremljanja stališč uporabnikov cepljenj, ki bi jih upoštevali pri oblikovanju socialno marketinških programov, bi v Sloveniji počasi le prišli do oblikovanja storitev po meri uporabnika v enem od segmentov zdravstvenega sistema Vaccination is a public health measure used in the past and today and greatly helps to reduce morbidity and mortality from communicable diseases. By reducing the burden of classic infectious diseases, vaccination among users raises questions about the meaningfulness of this measure. Therefore, from the standpoint of public health experts, rises the importance of understanding users and the factors influencing their decisions and behavior. Decision-making as such is a complex process, affected by internal factors of an individual and his unconscious desires and wishes as well as external factors as media and society in general. Therefore, motivating users to vaccinate includes an integrated set of activities and one of the ways to influence includes social marketing, which is based on knowledge of the views of users. In the present work with the help of the theory and analysis of users' views of the most sensitive vaccination users, parents, highlights some key factors that influence the decision making process on vaccination. Analysis of the attitudes of vaccination users showed, that they support vaccination, which should also be mandatory. The responsibility for this action is distributed among parents, state and vaccination providers. Those parents, who rely on alternative medicine, express greater concern about the consequences after vaccinations. The systematic way of monitoring attitudes of vaccination users, should be taken into account when designing social marketing programs in Slovenia. Only in such way there will be the development of services tailored to the vaccination user in one of the segments of the healthcare system.

The aim of the thesis is the segmentation of the Czech population which is serviceable in social marketing, specifically for creation of social program with the theme of responsible consumption of alcohol. It is based on a segmented group's approach to alcohol and furthermore the segments are profiled according to their lify style. First of all in the theoretical part of the thesis there is explained why it is important to pay attention to the issue of alcohol consumption in the Czech republic and what kind of consequences of increased alcohol consumption can have for individuals, society and the state. Subsequently it is described in which programs associated with the problem of alcohol already the state was involved. Later on the segmentation in social marketing is characterized and there are explained the approaches which are used in it. In the practical part through the analytical program Data Analyzer the segmentation is performed using database of data MML - TGI provided by Median. In the segmentation there were used demographic, geographic, and especially life style criteria for detailed profiling of all segments. Segmentation outputs can be used by non-profit organizations or the National Drugs Coordinator in creating a social program, of which theme is the responsible consumption of alcohol.