The Behobia: San Sebastian race—promoting sport, health and the quality of community life
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2021
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Springer Nature Singapore
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Fortuna Sports Club (FSC) is a fourth-sector organisation located in San Sebastián (Basque Country, Spain). It organizes the race between Behobia and San Sebastián. The promotion of healthy lifestyles among the participants is one of the main concerns of the organisers. This social marketing aim seems to have been met. To prepare for the race, participants alter aspects of their lifestyle linked to health. In terms of the traditional perspective of Quality of Life (QOL), FSC increases runner’s well-being. FSC is also concerned about other social marketing goals related to social changes. The “50/50/25 Programme”, that aims to achieve parity between female and male participants in the race, or the work carried out to make it easier for people with physical disabilities to take part in the race are aspects that stand out in a fun run, organised by a non-profit sports club, that considers sport to be a tool that can also be used to improve the health and quality of life of its fellow citizens. Indeed, the social marketing perspective is in the DNA of the FSC and QOL marketing philosophy is fully included in it: customer well-being is complemented preserving society’s well-being.
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García Arrizabalaga, I., Gibaja Martíns, J. J., & Mujika Alberdi, A. (2021). The Behobia: San Sebastian race—promoting sport, health and the quality of community life. En M. M. Galán Ladero & R. Rivera (eds.), Applied social marketing and quality of life. Case studies from an international perspective (pp. 189-203). Springer Nature Singapore.