Harnessing the power of social marketing for sustainable development
In: International review on public and non-profit marketing, Band 20, Heft 3, S. 661-692
ISSN: 1865-1992
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In: International review on public and non-profit marketing, Band 20, Heft 3, S. 661-692
ISSN: 1865-1992
ResumenEste artículo presenta los resultados de un estudio de intervención-investigación ejecutado durante 2003-2005 en el Atlántico (Colombia), con el propósito de mejorar la efectividad y sostenibilidad de los programas de control de Fiebre Dengue (FD), a través de una estrategia de comunicación participativa basada en los recursos comunicacionales locales y en los conocimientos, prácticas y percepciones de la comunidad; se exponen las lecciones aprendidas en torno a dimensiones críticas de las intervenciones en comunicación y salud organizadas en dos áreas: dimensiones político-técnicas y dimensiones teóricas y de investigación. El proyecto se desarrolló partir de la metodología combi, abordaje de comunicación y movilización social que incluye un proceso estratégico para identificar, promover y facilitar comportamientos que puedan repercutir en forma positiva y significativa y que sean factibles de lograr. Como variante al combi, se introdujeron componentes de participación social en la implementacion del proceso. Las lecciones aprendidas incluyen reflexiones sobre el rol de los organismos rectores, la integralidad de las estrategias, el impacto de las intervenciones de comunicación en los indicadores entomológicos, la expansión de referentes teóricos en dengue y la posibilidad de abordar otras problemáticas de salud a partir de procesos participativos centrados en dengue.AbstractThis article summarizes 1) the results of a study aimed at improving the effectiveness and sustainability of dengue prevention and control programs implemented in Atlántico State from 2003-2005 through a participatory communication strategy; and 2) lessons learned on critical communication dimensions of the study. The project used the COMBI methodology to facilitate positive and significant changes in behavior and also included elements of social participation. Lessons learned include reflections on the role of the local government and health units, the integral dimension of communication interventions, the impact of communication interventions on entomological indicators, the expansion of theoretical frameworks in dengue prevention and control, and the possibility of addressing other health problems through participatory dengue prevention and control programs.
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In: Bulletin of the World Health Organization: the international journal of public health = Bulletin de l'Organisation Mondiale de la Santé, Band 87, Heft 8, S. 624-630
ISSN: 1564-0604
Given the high morbidity and mortality among children in low- and middle-income countries as a result of preventable causes, the U.S. government and the United Nations Children's Fund convened an Evidence Summit on Enhancing Child Survival and Development in Lower- and Middle-Income Countries by Achieving Population-Level Behavior Change on June 3–4, 2013, in Washington, D.C. This article summarizes evidence for technological advances associated with population-level behavior changes necessary to advance child survival and healthy development in children under 5 years of age in low- and middle-income countries. After a rigorous evidence selection process, the authors assessed science, technology, and innovation papers that used mHealth, social/transmedia, multiplatform media, health literacy, and devices for behavior changes supporting child survival and development. Because of an insufficient number of studies on health literacy and devices that supported causal attribution of interventions to outcomes, the review focused on mHealth, social/transmedia, and multiplatform media. Overall, this review found that some mHealth interventions have sufficient evidence to make topic-specific recommendations for broader implementation, scaling, and next research steps (e.g., adherence to HIV/AIDS antiretroviral therapy, uptake and demand of maternal health service, and compliance with malaria treatment guidelines). While some media evidence demonstrates effectiveness in changing cognitive abilities, knowledge, and attitudes, evidence is minimal on behavioral endpoints linked to child survival. Population level behavior change is necessary to end preventable child deaths. Donors and low- and middle-income countries are encouraged to implement recommendations for informing practice, policy, and research decisions to fully maximize the impact potential of mHealth and multimedia for child survival and development.
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