New Marketing in Charity: A Case Study of the

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VAfaee Nikoo Sadegh; Bahar Mehri

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Journal Paper

Paper Information

Journal: Strategic Studies of Culture Year:2025 | Volume:5 | Issue:2 Page(s): 145-179

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Information Journal Paper

Title

New Marketing in Charity: A Case Study of the "Bricks for Paradise" Campaign

Author(s)

VAfaee Nikoo Sadegh | Bahar Mehri | Issue Writer Certificate

Keywords

new marketing

charity

advertising campaign

Social Advertising

Modern Advertising Tools

Abstract

Extended AbstractIntroducion:In today's world, media plays a vital role in attracting public attention and influencing social behavior. Charitable organizations, in order to sustain themselves and ensure public participation, must utilize media and modern marketing tools. The "Bricks for Paradise" campaign, initiated by Hamrah Aval, aimed to collect public donations for the construction of the Hazrat Zahra (SA) prayer hall in Najaf Ashraf. This campaign is a prominent example of blending commercial marketing strategies with social and religious goals. The study seeks to analyze the campaign using Philip Kotler's social marketing theory to understand how marketing tactics can drive social behavior and charitable engagement.Methods: This research adopts a qualitative case study approach, focusing on the "Bricks for Paradise" campaign. The study utilizes Philip Kotler’s social marketing framework, particularly the 4P model (product, price, place, promotion), to evaluate the campaign's strategy and effectiveness. Data sources include campaign materials, media content, public engagement metrics, and expert analysis of marketing tools used.Results: Digital tools, value-added services (VAS), and religious communications fostered deep public engagement and trust. The emotional and cultural resonance of the campaign led to widespread participation.Discussion: The “Bricks for Paradise” campaign demonstrates how commercial marketing techniques can be adapted to serve charitable and social purposes. By appealing to religious-cultural emotions and integrating emotional marketing with digital tools, the campaign not only achieved financial goals but also influenced social behavior positively. It set a precedent for future charitable initiatives in Iran, inspiring similar campaigns with comparable models. The successful use of Kotler’s theory in this context confirms the relevance of social marketing in faith-based charitable activities.

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