Social marketing
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Reader can get basic concept of Social marketing. This topic may be helpful for future references. Now-a-days, understanding of commercial marketing concept for social good for improving health of the community as whole is very much necessary.
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Social marketing
- 1. SOCIAL MARKETING Presenters: Anaswara S. Asok, Bikash Debbarma Date of presentation: September 30, 2020 Community Medicine Department, RIMS
- 2. OUTLINE OF PRESENTATION Definition Evolution Objectives Difference from Commercial marketing Steps of SM Applications of SM Challenges Summary
- 3. Marketing is the activity, set of institutions and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners and society at large -American Marketing Association
- 4. Social Marketing The design, implementation and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution and marketing research - Kotler and Zatman (1971) PHILIP KOTLER GERALD ZATMAN
- 5. The application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence voluntary behaviour of target audiences in order to improve their personal welfare and that of society - Andreasen (1994) ALAN R ANDREASEN
- 6. Social marketing is the use of marketing theory, skills, practice to achieve social change, promote the general health, raise awareness and induce changes in behaviour -CDC
- 7. Social Marketing in Health The systematic application of marketing concepts and techniques to achieve specific behavioural goals relevant to improving health and reducing health inequalities - Centre for Public Health, Liverpool, John Moores University
- 9. GDWeibe (1952) “Merchandising citizenship and commodities on telivisiion” Joe Mc Giniss (1968) “Selling of President” Kotler and Zatman(1971) Social marketing:An approach to planned social change Andreasen (1994) Social marketing :Definition and domain Art of selling commodities have a bearing on art of selling social causes Explicit use of marketing skills to help translate social action efforts to elicit desired audience response Adaptation of commercial marketing technologies to influence voluntary behaviour to benefit the society Challenges of attempting to sell a social good as if it were a commodity, thus identifying social marketing as a discipline unique from commodity marketing
- 11. Features Commercial Marketing Social marketing Product Selling of tangible goods and services Selling desired behaviour Objective Satisfy customer by selling products to them and fulfilling their needs and earn profit Benefit society in term of social gain Focus On physical products or services To reach the target audience and change the behaviour
- 12. Features Commercial Marketing Social marketing Satisfying needs Marketers satisfy individual needs Marketers satisfy society needs Involvement of consumer Lower Higher Time frame Shorter Longer Research required Simpler Harder and deep research is essential
- 13. OBJECTIVES OF SOCIAL MARKETING
- 14. • To promote the acceptability and adoption of socially beneficial, voluntary health behaviour • To improve access and availability of a wide range of quality health information, affordable products and services for the rural, under-served populations • To adequately research the segmented market for products and services for essential health care and consumer preferences in respect of product attributes
- 15. HOW TO DO SOCIAL MARKETING
- 16. Describe background, problem and focus Situational analysis Selection of target audience Set objectives & goals Develop a strategic marketing mix (4Ps) Intervention Outline a plan for monitoring and evaluation Implementation
- 17. Describe background, problem and focus Situational analysis Selection of target audience Set objectives & goals Develop a strategic marketing mix (4Ps) Intervention Outline a plan for monitoring and evaluation Implementation
- 18. State the health / safety problem and the groups it affects Identify factors - contribute to the problem List of broad potential target audiences and behaviour changes Describe background, problem and focus
- 19. • Causes • Prevalence, incidence of morbidity and mortality • Absolute, relative, attributable risks and attack rates • Economic impact The information required
- 20. • According to 2001 census, Bihar and Jharkhand had reported very high decadal growth rate • Unmet needs of family planning • Focus - bringing down the total fertility rate Janani’s SURYA clinics to increase family planning services
- 21. Describe background, problem and focus Situational analysis Selection of target audience Set objectives & goals Develop a strategic marketing mix (4Ps) Intervention Outline a plan for monitoring and evaluation Implementation
- 22. Situational analysis • Conduct a quick audit of factors in the external and internal environment • Assess the factors in the broader situation that could impact the implementation of program or its ultimate success • Best practices or lessons learned from other similar programmes
- 23. Situational analysis • Cultural • Demographic • Political support • Technical • Financial • Human resources Strength Weakness ThreatsOpportunities
- 24. Describe background, problem and focus Situational analysis Selection of target audience Set objectives & goals Develop a strategic marketing mix (4Ps) Intervention Outline a plan for monitoring and evaluation Implementation
- 25. Choose and describe a target audience Factors influencing their behaviour Determine best ways to reach them Selection of target audience
- 26. Primary target audience • Group whose behaviour needs to change to positively impact the problem • They could be directly affected by the problem themselves Secondary audience • Who exert influence on the primary target audience's behaviour
- 27. Current behaviours of audience Determinants of behaviour/practice Steps to move the audience from the current behaviour towards the ideal
- 28. Process of dividing audience into more homogenous groups- audience segments To do more with limited resources Can use the programming, communication channels, and messages that are most relevant to your segment Based on • Demography • Behaviour Audience segmentation
- 29. • Women of reproductive age group from rural areas with an unmet need for delaying, spacing and limiting fertility • Most of them belonged to migrants, labourers
- 30. Describe background, problem and focus Situational analysis Selection of target audience Set objectives & goals Develop a strategic marketing mix (4Ps) Intervention Outline a plan for monitoring and evaluation Implementation
- 31. Set objectives & goals Behaviour objective- change / adoption - the audience to do Knowledge objective - information or facts the audience should be made aware of which will make the behaviour more acceptable Belief objective - misconceptions / beliefs
- 32. • Newly - wed couples to adopt delaying methods (OCPs/condoms) • Couples with one child to adopt spacing methods (OCPs or IUD) • Pregnant women to adopt postpartum family planning services
- 33. Describe background, problem and focus Situational analysis Selection of target audience Set objectives & goals Develop a strategic marketing mix (4Ps) Intervention Outline a plan for monitoring and evaluation Implementation
- 34. Develop a strategic marketing mix (4Ps) Product Price Place Promotio n
- 35. PRODUCT (What we’re offering people?) Tangible material - contraceptives Intangible service - health education or counselling service Good product management: product/service branding, packaging and positioning If the packaging and quality of a product is poor, there is bound to be poor response and low acceptability
- 36. • In order to have a viable product, people must first perceive that they have a genuine problem, and that the product offering is a good solution • The role of research - to discover the consumers' perceptions of the problem and the product, and to determine how important they feel it is to take action against the problem
- 37. • Behaviour itself Actual product • Contains any objects or services created to support behaviour change Augmented product • Benefits of the desired behaviour Core product
- 38. • Variety of family planning products and services :OCPs, condoms, IUDs
- 39. PRICE PRICE Monetary Time consumed Effort Loss of pleasure Loss of self esteem/Embarrassment What consumers must give up in order to adopt a product
- 40. If the costs outweigh the benefits for an individual- unlikely to be adopted If the product is priced too low or provided free of charge- the consumer may perceive it as being low in quality Perceptions of costs and benefits can be determined through research and used in positioning the product
- 41. PLACE Accesses products or services Hears about the health issue or behaviour Performs the desired behaviour
- 42. Research - identify the places where people visit routinely and times of the day or week they visit Number and location of outlets has to be decided Marketing of STD clinics as a separate entity has largely been a failure because of stigma attached to such clinics, hence poor utilization of such services
- 43. • Surya family planning clinics at DH of Bihar, Jharkhand • Network of outlets - pharmacies, grocery stores • Rural centres - counselling
- 44. PROMOTION Includes communication or education that describes the benefits of the product/service Messages- Aware of the existence of the problem Understand the problem and solution Capable of carrying out what is recommended Know the benefits of the recommended behaviour
- 45. paid advertising printed materials promotional items special events local celebrity involvement web sites - Channels
- 46. • Mass media - radio programmes, newspaper advertising, television commercials • Sponsoring local sports and cultural events in rural areas • Billboards, Rickshaw publicity
- 47. Public External & internal groups Partnership Policy Purse strings Funds for the programme Team up with other organisations pursuing similar goals laws and regulations that influence the desired behaviour Additional Ps
- 48. Describe background, problem and focus Situational analysis Selection of target audience Set objectives & goals Develop a strategic marketing mix (4Ps) Intervention Outline a plan for monitoring and evaluation Implementation
- 49. • Assign roles and initiate activities – training • Plan your interventions in detail • Test and revise your interventions • Timeline – including deadlines • Budget based on the activities and materials necessary for the interventions Intervention
- 50. Describe background, problem and focus Situational analysis Selection of target audience Set objectives & goals Develop a strategic marketing mix (4Ps) Intervention Outline a plan for monitoring and evaluation Implementation
- 51. An on-going process that tracks • Resources invested in the program • Number and quality of activities the program offers • Adherence to timelines and budgets Outline a plan for monitoring and evaluation
- 52. Which program components/what measures should be monitored How and when to gather the information Analyze and report the data measures - Output measures- campaign activities Outcome measures-target audience responses Impact measures-contributions to the efforts purpose Outline a plan for monitoring and evaluation
- 53. • Number of products sold and services utilised • Number of out reach family planning services conducted annually • Number of staff trained 450 millions condoms 70 million OCPs 3000 health promoters trained Decadal growth rate slowed from 28 to 25%
- 54. Describe background, problem and focus Situational analysis Selection of target audience Set objectives & goals Develop a strategic marketing mix (4Ps) Intervention Outline a plan for monitoring and evaluation Implementation
- 55. • Execute intervention plans • Initiate monitoring and evaluation activities • Modify program components based on feedback • Share evaluation findings and lessons learned Implementation
- 56. Application of SOCIAL MARKETING in health
- 57. AWARENESS era ADVERTISING eraFEAR / DANGER era STRATEGIC BCC era
- 59. Please don’t speed near schools
- 62. I don’t know what to do…. So, I’ll do nothing
- 67. HEAD Give the facts HEART Persuade with benefits HANDS Be specific about behavior
- 68. • In India, social marketing was confined Family welfare (population stabilization efforts) program • Promotion of Condoms Contraceptive pill Initially Expanded Currently Promotion of HIV/AIDS ORS & Zinc supplement Use of iodized salt Sanitary napkins Breast feeding Pulse Polio Prevention of smoking
- 69. SOCIAL MARKETING & CONTRACEPTIVES
- 70. • In India,1968: Nirodh (a.k.a. Deluxe Nirodh) is the first condom brand introduced for the family planning and birth control campaign • 1983: Introduction of promotional incentive on sale of condoms for HIV/AIDS & Sexually transmitted diseases prevention
- 71. • 1987: Oral Pills – the SM programme was extended to include Oral Contraceptive Pills with the brand name Mala-D • 1995: Introduction of Centchroman, ‘Saheli’, through HLL under social marketing, with Product & Promotional Subsidy
- 72. 27 34 37 36 1 3 3 4.1 2 3 5 5.6 NFHS 1 NFHS 2 NFHS 3 NFHS 4 Trends of contraceptive use in India Female sterilization CondomOral Pill %
- 73. 8.2 3.1 5.3 4.24.1 1.3 NFHS 3 NFHS 4 Trends of contraceptive use in Manipur Female sterilization CondomOral Pill %
- 74. Trends of fertility 3.4 2.82.9 3 2.7 2.8 2.2 2.6 India Manipur NFHS 1 NFHS 2 NFHS 3 NFHS 4 No. of children per Women
- 75. SOCIAL MARKETING & PULSE POLIO • Campaign started in 1995 Declared Polio Free, 2014
- 77. Social Marketing in Diarrheal Control Programme India • 13% under 5 death due to diarrhoea which is easily preventable by early rehydration therapy and promotion of hygiene In 2014 GOI Initiated IDCF observation •IPC activities by ANM on hygiene and sanitation •Distribution of ORS •Hand washing demonstration in schools •Establishment of ORS and Zinc corners •Promote standard case management of diarrhoeal cases
- 78. ORS Social Marketing & ORS-Zinc Promotion
- 79. Trends of use of ORS & Zinc % NFHS 4 report 36.2 60.2 1 14.1 0 9.7 2012 2016 ORS Zinc Both 25 51 1 22 0 15 2012 2016 MANIPUR INDIA
- 80. Trends of Diarrhoeal cases 9 9.2 10 5.8 NFHS 3 NFHS 4 India Manipur %
- 81. Social marketing in Universal sanitation coverage • BCC such as advertisements on TV, radio, and social media featuring local champions and celebrities • Sanitation & hygiene promotion through primary health care • Construction a latrine for HH (BPL, widow, disabilities) & communities, public places Open Defecation Free (ODF) 2014 (GOI)
- 82. Open Defecation Free (ODF)
- 83. Social marketing: Sanitary napkin ‘freedays’ India: 2011, Introduced Menstrual Hygiene Scheme (MHS) in Rural, for 10-19 year girls • Increase access in low cost • Increase awareness • IEC through mass media • Distribution by ASHAs & AWWs • Adolescent friendly health clinic
- 86. Social marketing against ‘Smoking/Tobacco’ COTPAAct, 2003 Quit Tobacco Movement (2008) Life Se Panga Mat Le Yaar (2011) Tambakhu Mukta Party (2014) Tambakhu Ko Dhishum (2015) Pictorial health warnings: Smoking kills Taxation of tobacco products
- 87. Scenario of INDIA: Anti – Tobacco • 42.4% of men, 14.2% of women and 28.6% of all adults currently use tobacco • 55.4% of current smokers are planning or thinking of quitting smoking • 48.8% of current smokers were advised by HCP to quit smoking • 38.7% of adults were exposed to second hand smoke at home • 19.2% of adults noticed smoking tobacco advertisement • 68.0% of adults noticed anti-smoking tobacco information on television or radio • 92.4% of adults believed that smoking causes serious illness 34.4% 28.6 % 2010 2017 Tobacco User GATS-2 report
- 88. Social marketing campaign: Breast feeding promotion
- 89. Trends of BF practices 57.2 65.462.1 73.4 NFHS 3 NFHS 4 BF < 1 hr birth EBF 13.3 28.4 33.2 58.2 NFHS 3 NFHS 4 BF < 1 hr birth EBF % MANIPUR INDIA
- 90. Social marketing techniques, also applied • Anti TB campaign • HIV/AIDS prevention • IFA tablets promotion • Iodized salt promotion • Health manpower development • Health learning materials
- 91. 1. Scale of intervention: The majority of health education and promotion techniques are based on families, neighbourhoods, villages or institutions, whereas social marketing is aimed at individuals at the city, state, national and even international level CHALLENGES IN SOCIAL MARKETING
- 92. 2. Focus on isolated behaviour or products: May lead people with limited resources to perceive a need to choose between the idea which is marketed and other health- promoting behaviour CHALLENGES IN SOCIAL MARKETING
- 93. 3. Major structural barriers: Unsuitable where major structural barriers exist against social change in individuals • Poverty • Lack of health facilities • Political pressure • Discrimination CHALLENGES IN SOCIAL MARKETING
- 94. 29 4. Decision-making: Remain an educational tool rather than a coercive mechanism, SM must involve the consumer in decision- making 5. Funding: • Obtaining sufficient funding is always difficult • Social marketing is often labour- and time-intensive CHALLENGES IN SOCIAL MARKETING
- 95. 6. Lack of support for social marketing programmes: • Trained social marketers are rare & financial rewards are less • Progress is also slow and results more difficult to achieve • Marketed health programmes are frequently of very low priority within official channels and therefore lack resources and opportunities CHALLENGES IN SOCIAL MARKETING
- 96. LIMITATIONS OF SOCIAL MARKETING 30 7. Lack of opportunity for educational use of the mass media: • The channel or times given for transmission may be poor in quality or ineffective due to inappropriate timing • The mass media are aimed at those with economic means and are less feasible in developing countries due to financial difficulties CHALLENGES IN SOCIAL MARKETING
- 97. LIMITATIONS OF SOCIAL MARKETING 30 8. Poor management and implementation of a SM effort: • Market analysis • Market segmentation • Product strategy • Pricing strategy • Channel & communication strategy • Organizational design and planning • Evaluation problems CHALLENGES IN SOCIAL MARKETING
- 98. SUMMARY
- 99. • The systematic application of marketing concepts and techniques to achieve specific behavioural goals relevant to a social good to improve health and reducing health inequalities • Social marketing hinges on accessibility, affordability and awareness, with an underpinning of behavioural change among the target groups which leads to acceptance
- 100. •Social marketing provides a unique opportunity To bridge the communication gaps between The audience and the authorities Educational content and perception, marketplace reality The health care system and those who are unmotivated to use To tackles the competition between curative services & prevention
- 101. • Formative research, application of 4P’s with additional P’s, proper communication, political committment and right audience are the key elements of success of social marketing • Program administrators, health educators, and other program planners need to be trained in social marketing to enable them to inspire public health organizations with a marketing mindset
- 102. REFERENCES • Basics of social marketing. Centre for diseases control and prevention. Atlanta, United States. • Training: Social marketing planning process. CDC. www.cdc.gov/nccdphp/dnpa/socialmarketing/planning_pr ocess.htm • ADM Ganju, Prasad R.Marketing for Public Health Programmes.The Journal of family Welfare 50; 2004. • The Basics of Social Marketing. Social Marketing National Excellence Collaborative. Turning Point National Program Office. University of Washington • Swachch Bharat Mission. https://sbm.gov.in/sbmdashboard • GATS India factsheet. https://www.who.int/tobacco/surveillance /survey/gats/GATS_India_2016-17_FactSheet.pdf • Kumar R, Bhattacharya S, Sharma N, Thiyagarajan A. Cultural competence in family practice and primary care setting. J Family Med Prim Care 2019;8:1-4. • Gupta A et al. Role of social marketing in promoting primary care to succeed in current era. J Family Med Primary Care. 2019.8:3086-9.
- 103. Thank You
Editor's Notes
- Marketing occurs=whwn there are two or more parties ,each with something to exchangeand both be able to carry out communication and distribution..merchandising commodities and citizenship GD weibe 1950
- ) considered as father of modern marketing Social marketing:An approach to planned social change PUBISHED IN JOURNAL OF MARKETING North western university Marketing Professor, Economist and Consultan marketing Management, Principles of Marketing, Kotler on Marketing, Marketing Insights from A to Z, Marketing 4.0, Marketing Places, Marketing of Zaltman at Harvard Business School and the author and editor most recently How Customers Think (2003) and Marketing Metaphoria (2008).
- 1995 ….Alan Andreasen professor in the McDonough School of Business at Georgetown University. usa 1994) Social marketing :Definition and domain PUBLISHED IN JOURNAL OF PUBLIC POLICY ANDMATRKETING His research interests include the application of marketing to nonprofit organizations, social marketing, and consumer behavio . Book-ethics in social amrketing
- 1995 ….Alan Andreasen professor in the McDonough School of Business at Georgetown University. usa 1994) Social marketing :Definition and domain PUBLISHED IN JOURNAL OF PUBLIC POLICY ANDMATRKETING His research interests include the application of marketing to nonprofit organizations, social marketing, and consumer behavio . Book-ethics in social amrketing
- Weibe – lecturee in psychology based on case studies of 4 pgms around social goals sellers of commodities like soap were effective whereas sellers of social causes are ineffective- public opinionquarttly. John K braith along with mc giniss Kotler – joornl of marketing Andreason –journl of public policy and amrketing
- Exchange theory , marketing mix isa ll d same
- Clarifies what the health problem is , who is affected , what u propose to do to adress it Categorise the factors.
- Scientific data, epidemilogical healt resesracgh data – ecomomiic impact
- Janani an Indian NGO in collabrtion with Dkt INTERNATION 30 SURYA CLINICS in 2008 across the states of Bihar, Jhrakand , up where comprehensive family planning servicers are provided. Decadal growth rate 28%
- SWOT analysis – organisational strengths to maximise weekness to minimise threats- prepare for it and opputunities to take advantage in the external environment Opppurtuniities- favourable community involvenent Jananu moodel-0pp- high percentage of unmet needs paucity of dsevices Threats- myths and desire for male child pressure
- Identification of barriers and motivators
- Divided into preg – newly wed
- Behaviour = something we want to influence the target audience to do , something to accept, reject, nodidfy Belif objective – aims to change the miosconceptions and beliefs.
- Blend of these 4 elements which constitutes the marketing mix.
- Kotler- social marketers hav to study their traget audience and design product that is desirable and affordable must package the social idea in a way which is desirable Positioning in mind– how u want the target audienc eto c d behaviour u are promoting example freedom fear of unwanted pregnanct and something which increases the resource per member. Branding helps to differentiate and create a unique postion of a product.BRAND Den becomes a promise to the buyer that the product will be of certain quality
- Behavior of eating fruits and vegetables - actual product Fruits and vegetables themselves and a new farmer's market that sells fruits and vegetables - augmented products Decrease in obesity- core product
- Convenience cost-more difficult to measure Response cost
- However, if the benefits are perceived as greater than their costs, chances of trial and adoption of the product is much greater. In setting the price,. . Social marketers must balance these considerations, and often end up charging at least a nominal fee to increase perceptions of quality and to confer a sense of "dignity" to the transaction.
- BOTH WHEN AND WHERE THE AUDIENCE In social marketing, place may be thought of as action outlets: “where and when the target market will perform the desired behavior, acquire any related tangible objects, and receive any associated services” Place" describes the way that the product reaches the consumer. For a tangible product, this refers to the distribution system--including retail outlets where it is sold, or places where it is given out for free. For an intangible product, place is refers to decisions about the channels through which consumers are reached with information or training. This may include doctors' offices, shopping malls, mass media vehicles or in-home demonstrations
- • Some countries have very successfully increased utilization of condoms by making them available in areas where the potential users can find them easily, such as in ‘red light’ areas, on bus stands, on highways etc.
- Visibilty and tinming. High visibility constantly reminds the user of the existence of a product/service. • Timing, on the other hand, pertains to presenting the reminder when the user is most likely to accept the idea, product or the service.
- Externl gp – target audience, secondary audience, internl grp- ppl involed in approval or implemention Partnesrhip – helps to avoid duplication o fwrk , minisoing cost Policy or environmental level changes can support individual behavior change Fund – foudations , donations govt, from where u wl get the money for ur pgm
- Example fro janai= staff taining who is dong what last step of implementaioj
- Behavioural change is voluntary i.e. not by coercion or enforcement. 2. It operates on the principle of exchange i.e. there has to be a clear benefit for the customer (target group or individual) if change is to occur. 3. Uses marketing techniques such as consumer oriented market research, segmentation and targeting and marketing mix. 4. The ultimate goal is to improve individual and societal welfare not make profit for the organization carrying out the intervention as is the case with commercial marketi
- Education is most effective when the goals of society are consistent with those of the target audience, the benefits of behaviour change are inherently attractive, immediate, and obvious, the costs of changing are low, and the skills and other resources needed to change are readily available [e.g., putting a baby to sleep on its back to prevent sudden infant death syndrome (SIDS)]. Law or policy development uses coercion or the threat of punishment to manage behavior. Legislation is the most effective tool for public health when society is not willing to pay the costs associated with continued practice of an unhealthy or risky behavior (e.g., drunk driving) yet citizens are unlikely to find it in their immediate self-interest to change. In contrast, marketing influences behavior by offering alternative choices that invite voluntary exchange. Marketing alters the environment to make the recommended health behavior more advantageous than the unhealthy behavior it is designed to replace and then communicates the more favorable cost-benefit relationship to the target audience. Marketing is the most effective strategy when societal goals are not directly and immediately consistent with people’s self-interest but citizens can be influenced to change by making the consequences more advantageous. Like education, marketing offers people freedom of choice; but unlike education, it alters the behavioral consequences rather than expects individuals to make a sacrifice on society’s behalf. Education and policy changes are often components in a social marketing intervention; however, marketing also creates an environment more conducive for change by enhancing the attractiveness of the benefits offered and minimizing the costs.
- If people know the DANGERS, they will change their behaviour. Experts (doctors, nurses) scare people into changing their behaviour. If people are AWARE they will change their behaviour Community outreach/talks Information brochures, booklets Health Education Approach
- If people are AWARE they will change their behaviour Community outreach/talks Information brochures, booklets Health Education Approach
- “SELL, don’t TELL” Persuade people to change their behaviour Focus on the benefits of changing behaviour Make it “the popular choice”, desirable to change.
- Globally, social marketing is used in immunization, breast feeding, personal hygiene, blood or organ donation, prevention of smoking and alcohol consumption, road traffic, etc India is a pioneer in using social marketing (SM) in the public health sector.
- Contraceptives bucket….
- In India, condom promotion to prevent HIV/AIDS was a successful model for social marketing
- One of the successful story of India in social marketing is Pulse polio campaign
- Multi-sectorial involvement, early fixed session, NGOs, AWWs, Celebrities, leaders, Remotest place, mass media involvement, behavioural change …. Putting all hands together… Unity.
- IDCF & ORS distribution ORS-Zinc corner Hand hygiene promotion Training of community health workers Meeting & Discussion Mass Media involvement
- BCC such as advertisements on TV, radio, and social media featuring local champions and celebrities, which are intended to galvanize communities to adopt safe sanitation practices. SBA-G guidelines advocate for a twin-pit pour flush latrine, saying that they are low cost, safe to empty, and consume little water.
- Even with these impressive figures, it is vital that social and behavioural change communication approaches keep pace with the service delivery to ensure that families receiving toilets continue to use them regularly. The practice is deeply ingrained from early childhood and a taboo topic for discussion, which makes behaviour change a challenge.
- Image used in the American Legacy Foundation's Truth antismoking campaign aimed at young people. 1998, USA. Mass Media (TV). Encourage teens to reject tobacco and to unite against tobacco industry. 2014 – truth …………. ‘Finish it’ campaign.
- Actual social marketing programmes are sparse due to lack of information, demands on personnel and financial stringencies. Social marketing's target population is outside the cash environment and is therefore culturally, socially and psychologically different from profitmaking efforts.