In the context of the transformation of welfare systems, and following the impact of the COVID-19 pandemic, communication and social marketing have taken on a strategic role in community social services. This study aims to analyse communication and social marketing campaigns developed from 2020 to the present, in order to identify the social issues addressed, the communication objectives and the strategies employed, as well as their link to Community Social Services. A qualitative, exploratory and descriptive design is adopted based on analysing the content of a corpus of 60 campaigns selected through intentional sampling from international public sources. The results show a clear intensification of campaigns in the post-COVID-19 period, with a predominance of themes such as gender violence, mental health, unwanted loneliness and social exclusion. The communication strategies are characterised by the use of emotional narratives, storytelling, audiovisual formats and multi-channel dissemination, combining awareness-raising, prevention and guidance towards social resources. It is concluded that community social marketing is consolidating its position as a transformative tool that reinforces access to rights, social cohesion and the role of Community Social Services as active agents of social change.

This systematic review examines the impact of prioritisation and eligibility criteria on social services’ intake processes. By analysing 22 studies from nine countries over three decades, this review identifies key patterns in how these criteria influence access to social assistance. Using thematic analysis, this study highlights that automation has improved efficiency by reducing administrative costs and wait times, but has also created access barriers for older adults, migrants, and individuals with limited digital skills. Additionally, gender and intersectionality play a crucial role, with men facing stricter eligibility requirements and migrant women experiencing higher approval rates. The findings also reveal that professionals’ subjective perceptions influence decisions, introducing biases that affect equitable resource distribution. While prioritisation systems streamline service delivery, they also lead to inconsistencies across different social service centres, potentially reinforcing social inequalities. This review emphasises the need to balance efficiency with fairness, ensuring that eligibility criteria do not become exclusionary mechanisms.

In the realm of education, less formal and structured environments, such as school playgrounds, are often the most overlooked. Despite this, what happens during recess significantly impacts students’ overall school experience, whether positively or negatively. Previous studies have shown that active participation in these spaces helps reduce social exclusion and fosters a greater sense of belonging. This article aims to contribute to the discussion about the role of school playgrounds, their potential, and the challenges they pose in promoting social inclusion among students, regardless of abilities, ethnic background, or socioeconomic status. Through focus groups conducted with members of the educational community (teachers, families, and social organizations), the study seeks to describe and analyze the functionality of playgrounds and explore possible improvements. Focus groups were held in Sevilla, Córdoba, and Jaén. The results reveal a general consensus on the importance of playgrounds, not only as spaces for rest but also as environments for acquiring social skills, resolving conflicts, and fostering tolerance and cooperation. However, widespread dissatisfaction with playground management was also evident, highlighting a lack of material and human resources dedicated to their improvement. The study underscores instances of rejection and social exclusion within school playgrounds.

Introducción. Los servicios sociales de atención primaria, dentro del sistema de servicios sociales, requieren herramientas precisas, fiables y estandarizadas que faciliten la coordinación, el seguimiento y la gestión de los casos de intervención social en todo el territorio. En el contexto de Andalucía, la ausencia de un instrumento unificado capaz de integrar criterios objetivos para la evaluación, el diagnóstico y la detección de la exclusión social ha obstaculizado la práctica profesional consistente en el trabajo social. Para abordar esta brecha, la creación de la Escala Andaluza de Evaluación de la Exclusión Social (ASEAS) surgió como una respuesta necesaria para mejorar la precisión diagnóstica y promover una mayor coherencia en los juicios profesionales. El objetivo principal de este estudio es diseñar y validar la ASEAS como una herramienta estandarizada para evaluar la exclusión social en Andalucía, proporcionando un marco metodológico y operativo sólido para su uso por los profesionales del trabajo social en su práctica diaria. Metodología. El diseño metodológico del proyecto se basa en un proceso participativo e interdisciplinario, que implica la cocreación de la escala por profesionales de los servicios sociales locales, las administraciones regionales y la universidad. Este enfoque colaborativo aseguró que el instrumento fuera sensible al contexto, empíricamente sólido y profesionalmente relevante. Resultados. Los principales resultados resaltan el proceso de validación secuencial, la prueba piloto profesional y el análisis de fiabilidad empírica asociados a la implementación de la ASEAS. Discusión. Los hallazgos demuestran la utilidad de la ASEAS en casos reales, mejorando la objetividad, la comparabilidad y la coherencia de los diagnósticos sociales realizados por los profesionales. Además, la escala ha contribuido a fortalecer la coordinación entre los diferentes equipos territoriales, facilitando la toma de decisiones basada en la evidencia y unas intervenciones sociales más específicas. Conclusiones. Si bien la ASEAS no sustituye el juicio profesional, representa un valioso instrumento complementario que estandariza los indicadores de evaluación, especifica los grados de exclusión social y mejora los procesos diagnósticos. Su integración en la práctica profesional refuerza las dimensiones científicas y aplicadas del trabajo social, contribuyendo al avance de la disciplina y promoviendo respuestas más equitativas y eficaces a la exclusión social en Andalucía.

To address the needs of an increasingly ageing population, the World Health Organisation (WHO) has established the Age-Friendly Cities and Communities network. This initiative aims to support interested municipalities in promoting active ageing by improving environments and services from a municipal perspective. A notable example is the city of Jaén (Spain), a municipality in southern Spain with just over 100,000 inhabitants that is working to join this network. As part of this process, an assessment was carried out to identify the specific needs and demands of older people. The methodology used follows the recommendations of the WHO, using the guidelines of the Vancouver Protocol, which is based on a participatory approach and shared diagnosis. The study involved 132 informants, including older people, service providers, and carers of older people. Based on the Age-Friendly Cities (AFC), this study analyses the needs and demands of older people across its eight domains. While particular attention is given to social relationships and participation, the findings also highlight significant challenges related to the physical and built environment, especially public spaces and transportation. In terms of social relations, older people in Jaén show a strong sense of belonging, valuing the closeness of their social environment, especially their neighbourhood and family members. However, there are differences between districts, as well as some concern that this closeness may weaken in the future. In terms of participation in leisure activities, there is a demand for more attractive and accessible options. With regard to participation in associations or politics, the former is more common, although older people still consider it to be insufficient.

Introducción: El paso del tiempo ha remarcado la importancia que tiene para la sociedad el marketing, por la capacidad innovadora que conforma y, principalmente, por su carácter transformador. Sin embargo, también ha quedado patente la necesidad existente de avanzar hacia un marketing más social e inclusivo, capaz de representar a toda la población, independientemente, de sus características personales e individuales. En la actualidad, el marketing social es la herramienta esperanzadora, capaz de transformar la conducta de la población, pudiendo provocar en ella grandes cambios beneficiosos. Metodología: Para llegar a este conocimiento se ha llevado a cabo una revisión de alcance con el objetivo de mapear la literatura existente sobre el tema, pudiendo conocer así las experiencias más enriquecedoras. Resultados: La difusión del triaje social, herramienta innovadora de servicios sociales, se ha configurado como una de las experiencias más exitosas de marketing social. Esta campaña ha jugado un papel fundamental en la comunicación de avances y actuaciones producidas en servicios sociales. Discusión y Conclusiones: En definitiva, este estudio deja constancia de la importancia de incluir a todos los perfiles de personas en campañas de marketing social para intentar responder a las necesidades y demandas de toda la población, comunicando para transformar la realidad social y mejorar la calidad de vida de las personas; además, el incluir de manera transversal la visión de personas con discapacidad, y considerarlas parte del grupo receptor del mensaje, resulta indispensable para obtener unos resultados más inclusivos y que respeten todos los derechos de ciudadanía.