ABSTRACT
This chapter develops five interconnected strategies to promote a better understanding of SP and similar initiatives. We highlight what more motivating, actionable strategies could be implemented with transnational Mexican communities or in comparable campaigns. Our suggestions are: (1) Promote a Clearer Idea of What SP Is, So That It Is Not Rejected for What It Is Not, (2) Use More Networked, Broader Outreach Methods to Engage Structures of Local and Transnational Immigrant Life, (3) Use Local Organizations in Immigrant Life to Orchestrate Face- and Place-Based Strategies, (4) Move from Cost-Benefit Promotions to Identity-Based Social Marketing, (5) Focus on the over 500,000 Returnees and Otros Dreamers, Who Can Be Enrolled in and Helped by SP.
These recommendations and approaches can be adapted to promote programs to newcomer groups in countries of destination, and by other migrant sending countries engaging emigrant populations. Concretely, these social marketing approaches could be used by federal, state, and local governments in the US, or other large institutions (e.g., school systems) seeking to promote programs or specific behaviors that are portable.
