A Report on a Contraceptive Social Marketing Experiment in Rural Kenya

Black, Tim; Harvey, Philip D.

doi:10.2307/1965042

Cited by 24 publications

(7 citation statements)

References 5 publications

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“…Based on formative investigation, a new condom brand was released with appearance, price and messages designed to suits the setting. With radio announcements, cinema shows, and a mobile van with education and free samples, awareness of family planning for all methods rose from 64 to 81% and utilisation increased from 21 to 35%, predominantly of condoms, in only one year [54]. Engagement with local retailers was considered critical to success as they are key information sources for consumers.…”

Section: Resultsmentioning

confidence: 99%

What Works? Strategies to Increase Reproductive, Maternal and Child Health in Difficult to Access Mountainous Locations: A Systematic Literature Review

et al. 2014

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BackgroundGeography poses serious challenges to delivery of health services and is a well documented marker of inequity. Maternal, newborn and child health (MNCH) outcomes are poorer in mountainous regions of low and lower-middle income countries due to geographical inaccessibility combined with other barriers: poorer quality services, persistent cultural and traditional practices and lower socioeconomic and educational status. Reaching universal coverage goals will require attention for remote mountain settings. This study aims to identify strategies to address barriers to reproductive MNCH (RMNCH) service utilisation in difficult-to-reach mountainous regions in low and lower-middle income settings worldwide.MethodsA systematic literature review drawing from MEDLINE, Web of Science, Scopus, Google Scholar, and Eldis. Inclusion was based on; testing an intervention for utilisation of RMNCH services; remote mountain settings of low- and lower-middle income countries; selected study designs. Studies were assessed for quality and analysed to present a narrative review of the key themes.FindingsFrom 4,130 articles 34 studies were included, from Afghanistan, Bolivia, Ethiopia, Guatemala, Indonesia, Kenya, Kyrgyzstan, Nepal, Pakistan, Papua New Guinea and Tajikistan. Strategies fall into four broad categories: improving service delivery through selected, trained and supported community health workers (CHWs) to act alongside formal health workers and the distribution of critical medicines to the home; improving the desirability of existing services by addressing the quality of care, innovative training and supervision of health workers; generating demand by engaging communities; and improving health knowledge for timely care-seeking. Task shifting, strengthened roles of CHWs and volunteers, mobile teams, and inclusive structured planning forums have proved effective.ConclusionsThe review highlights where known evidence-based strategies have increased the utilisation of RMNCH services in low income mountainous areas. While these are known strategies in public health, in such disadvantaged settings additional supports are required to address both supply and demand barriers.

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Section: Resultsmentioning

confidence: 99%

What Works? Strategies to Increase Reproductive, Maternal and Child Health in Difficult to Access Mountainous Locations: A Systematic Literature Review

et al. 2014

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“…The sample size was calculated by using computer software Epi-info version 6 using power of test 80%, Confidence Interval (CI) 95%, hypothesized improvement in utilization rate from 15% to 25% (7,8). The sample size was 450 subjects.…”

Section: Subjects and Methods I Technical Designmentioning

confidence: 99%

Effect of Social Marketing Campaign on Utilization of Primary Health Care Curative Services in Urban Sector of Sharkia Governorate

Ghobashi

Fouda²,

Khafagy

et al. 2017

Zagazig University Medical Journal

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Background: Primary Health Care (PHC) services underutilization was the main finding all over Egypt including Sharkia Governorate and social marketing campaign was a successful method to promote the use of such services. Aim & Objectives: The aim of this work is to maximize the utilization of PHC curative services with the following objectives: (1) to design and implement a tailored social marketing campaign in an urban area in Sharkia Governorate.(2) to assess the effect of this campaign on the rate of utilization of PHC curative services in the same urban area in Sharkia Governorate. Subjects & Methods: An intervention study in the form of six months social marketing campaign that was conducted in El-Ebrahemia City, Sharkia Governorate to promote the utilization of El-Ebrahemia Family Health Center (FHC) curative services. This campaign included internal and external marketing seminars, dissemination of promotional materials with participation of EL-Ebrahemia health district, the mosques leaders and the volunteers in its implementation. The evaluation was done through comparing the service output indicators and the households surveys results before and after campaign using Paired t test and McNamar test. Results: The campaign was able to increase the utilization of the studied households of all curative services especially 1st aid service from 0% to 17.6%. This was also accompanied with corresponding increase in the service output indicators during and after the campaign. Conclusion: Social marketing was an effective intervention to promote the utilization of El-Ebrahemia FHC curative services. Based on the results, it is recommended that the use of social marketing activities is an essential step to mobilize the served community to utilize PHC services.

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“…Social marketing includes the analysis, planning, execution, and evaluation of programs of this type (Andreasen, 1995). Social marketing campaigns have been shown to affect a diverse range of health behaviors, including nutrition and physical activity (Evans, 2008), tobacco control (Farrelly, Davis, Haviland, Messeri, & Healton, 2005), HIV=AIDS risk (Van Rossem & Meekers, 2000), and condom use (Agha, Karlyn, & Meekers, 2001;Black & Harvey, 1976). For at least three decades, social marketing programs have relied heavily on mass media advertising to promote the use of contraception for reducing 604 S. Agha and C. E. Beaudoin unwanted pregnancies (Harvey, 1999).…”

Section: The Theoretical Frameworkmentioning

confidence: 99%

Assessing a Thematic Condom Advertising Campaign on Condom Use in Urban Pakistan

Agha¹,

Beaudoin

2012

Journal of Health Communication

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This study aims to assess communication processes involving a thematic condom advertising campaign in Pakistan in 2009. To evaluate the social marketing campaign for Touch condoms, the authors conducted a nationally representative survey of 1,606 men married to women aged 15-49 years. About 15% of urban married men were aware of Touch advertising. After controlling for a range of other variables including daily television viewership, confirmed awareness of Touch advertising was associated with a higher level of belief in the effectiveness of condoms, reduced embarrassment in negotiating condom use, reduced embarrassment in purchasing condoms, increased discussion of family planning, and increased use of condoms and other contraceptive methods. The findings have implications for the further development and dissemination of contraceptive advertising in Pakistan, as well as the broader construction of scientific knowledge on how advertising can influence contraceptive and other critical health behaviors in other contexts.

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A Report on a Contraceptive Social Marketing Experiment in Rural Kenya

Cited by 24 publications

References 5 publications

What Works? Strategies to Increase Reproductive, Maternal and Child Health in Difficult to Access Mountainous Locations: A Systematic Literature Review

What Works? Strategies to Increase Reproductive, Maternal and Child Health in Difficult to Access Mountainous Locations: A Systematic Literature Review

Effect of Social Marketing Campaign on Utilization of Primary Health Care Curative Services in Urban Sector of Sharkia Governorate

Assessing a Thematic Condom Advertising Campaign on Condom Use in Urban Pakistan

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