No germs on me: a social marketing campaign to promote hand-washing with soap in remote Australian Aboriginal communities

McDonald, Elizabeth; Slavin, Nicola; Bailie, Ross; Schobben, Xavier

doi:10.1177/1757975910393577

Cited by 21 publications

(21 citation statements)

References 2 publications

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“…Smoking was the target behaviour in four interventions (Campbell et al, 2014;Grigg et al, 2008;Maksimovic et al, 2015; Wilson et al, 2005), followed by alcohol consumption in two interventions (Hanson et al, 2012;Jainullabudeen et al, 2015), physical activity in one intervention (Huhman et al, 2008) and prevention of type 2 diabetes and obesity via physical activity and good nutrition in one intervention (Bachar et al, 2006). Other social issues included prevention of cervical cancer (The National Social Marketing Centre Research Team, 2011), access to locally grown nutritious foods (Majid and Grier, 2010), hand-washing with soap to reduce high rates of diarrhoeal, respiratory (lung and ear) and skin infections (McDonald et al, 2011), reduction of iron deficiency anaemia among infants (Verrall and Gray-Donald, 2005), and promotion of breastfeeding (Wright et al, 1997).…”

Section: Resultsmentioning

confidence: 99%

“…An equally commonly reported benchmark criterion was formative research, identified in 10 interventions. Only three did not report the use of any formative research methods (McDonald et al, 2011;Majid and Grier, 2010;Wilson et al, 2005), with one relying on evidence from two systematic literature reviews (McDonald et al, 2011). Primary formative research is an important component of social marketing as it provides insights into target audiences and their specific cultural characteristics and behaviours, creating an opportunity for social marketers to design interventions that address the needs and preferences of their end users.…”

Section: Formative Researchmentioning

confidence: 99%

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Social marketing targeting Indigenous peoples: a systematic review

Kubacki

Szablewska

2017

Health Promotion International

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Social marketing is a discipline focused on the application of marketing principles to induce socially desirable behaviour change. As social marketing remains one of the main behaviour change approaches pursued by governments and international organisations, it is important to consider its use in relation to vulnerable groups that are particularly exposed to discriminatory practices, marginalisation, exclusion and destitution. The aim of this systematic review is to identify the extent to which Andreasen's (2002) six social marketing benchmark criteria were reported in social marketing interventions targeting Indigenous peoples. A total of 20 articles covering 13 social marketing interventions were identified for review. Although none of the interventions gave evidence that they addressed all six of the benchmark criteria, they appear to have been effective in challenging some of the issues faced by Indigenous peoples. However, the criteria of segmentation, exchange and competition remain underused in the identified interventions. Social marketing interventions targeting Indigenous peoples tend to rely on television and radio advertising, showing potential for more use of product, place and price to influence, facilitate and maintain socially desirable behaviour change.

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Section: Resultsmentioning

confidence: 99%

Section: Formative Researchmentioning

confidence: 99%

Social marketing targeting Indigenous peoples: a systematic review

Kubacki

Szablewska

2017

Health Promotion International

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“…Consequently, past approaches to try to improve hygiene may have been considered coercive, having the unintended consequence of creating resentment and resistance to health-related behaviour change messages. The research supported use of social marketing to create demand for improved living conditions and to promote hand washing with soap to reduce high rates of infectious disease in remote Indigenous communities (McDonald et al 2011). Personal hygiene has also been addressed directly by the Northern Pride Rugby League Club by utilising the strength and passion for Rugby League in far north Queensland communities.…”

Section: Discussionmentioning

confidence: 99%

“…Hygiene health promotion and social marketing communication strategies could encourage clean faces as the social norm in a similar manner that hand washing with soap to reduce infectious diseases has been promoted in the 'No Germs on Me' multimedia campaign in the Northern Territory (McDonald et al 2011).…”

Section: Discussionmentioning

confidence: 99%

Trachoma elimination in remote Indigenous Northern Territory communities: baseline health-promotion study

Lange

Baunach

McKenzie

et al. 2014

Aust. J. Prim. Health

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Abstract. Identify trachoma knowledge, attitudes and practice of staff in clinics, schools and community workplace settings to optimise trachoma-elimination health-promotion programs in the Katherine West Health Board region of the Northern Territory. Prior to the introduction of a suite of health promotion resources the Indigenous Eye Health Unit and Katherine West Health Board conducted a baseline survey of open, multi-choice and closed questions regarding knowledge, attitudes and practices in relation to trachoma with 72 staff members over a 6-month period in 2010À11. Data were analysed for differences between settings. Two significant barriers and one enabling factor were identified. One in five staff members in clinics and 29% of staff members in schools were unaware they lived and worked in a trachoma-endemic area. One-third of school staff and 38% of clinic staff considered it normal for children to have dirty faces. However, the majority of participants felt comfortable talking about hygiene issues with others. The presence of dirty faces in young Indigenous children underpins the continuing prevalence of trachoma. Increasing the awareness of the health effects of children's nasal and ocular secretions and changing community acceptance of dirty faces as the norm will reduce the risk of trachoma and other childhood infections. Staff in clinics, schools and community work settings can play a role in trachoma elimination by actively encouraging clean faces whenever they are dirty and by including face washing in holistic hygiene and health education. Staff in schools may need additional support. Trachoma-elimination health promotion should increase awareness of trachoma prevalence and encourage all who work and live in remote Indigenous communities to take action to promote facial cleanliness and good hygiene practices.

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“…Similarly, McDonald et al, in their work promoting better hygiene in remote Aboriginal communities, found that health promotion messages that emphasised individual health behaviours over social determinants can have 'unintended consequences, including resentment and resistance to health promotion messages'. 36 In recognising the effects of colonisation and relationships of power in producing health inequalities, Tsey and Every argue that health promotion needs to engage with empowerment in its own right, not simply as a pathway to the uptake of prescribed health behaviours. 37 In describing their Family Wellbeing Program in a discrete Aboriginal community, Tsey and Every 37 developed a health intervention that was 'not a health education program' instructing Aboriginal people how to exercise or what to eat.…”

Section: The Great Australian Silence: Z the Colonial Basis Of Healthmentioning

confidence: 99%

‘We don't tell people what to do’: ethical practice and Indigenous health promotion

McPhail-Bell

Bond

Brough

et al. 2015

Health Prom J of Aust

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Health promotion aspires to work in empowering, participatory ways, with the goal of supporting people to increase control over their health. However, buried in this goal is an ethical tension: while increasing people's autonomy, health promotion also imposes a particular, health promotion-sanctioned version of what is good. This tension positions practitioners precariously, where the ethos of empowerment risks increasing health promotion's paternalistic control over people, rather than people's control over their own health. Herein we argue that this ethical tension is amplified in Indigenous Australia, where colonial processes of control over Indigenous lands, lives and cultures are indistinguishable from contemporary health promotion 'interventions'. Moreover, the potential stigmatisation produced in any paternalistic acts 'done for their own good' cannot be assumed to have evaporated within the self-proclaimed 'empowering' narratives of health promotion. This issue's guest editor's call for health promotion to engage 'with politics and with philosophical ideas about the state and the citizen' is particularly relevant in an Indigenous Australian context. Indigenous Australians continue to experience health promotion as a moral project of control through intervention, which contradicts health promotion's central goal of empowerment. Therefore, Indigenous health promotion is an invaluable site for discussion and analysis of health promotion's broader ethical tensions. Given the persistent and alarming Indigenous health inequalities, this paper calls for systematic ethical reflection in order to redress health promotion's general failure to reduce health inequalities experienced by Indigenous Australians.

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No germs on me: a social marketing campaign to promote hand-washing with soap in remote Australian Aboriginal communities

Cited by 21 publications

References 2 publications

Social marketing targeting Indigenous peoples: a systematic review

Social marketing targeting Indigenous peoples: a systematic review

Trachoma elimination in remote Indigenous Northern Territory communities: baseline health-promotion study

‘We don't tell people what to do’: ethical practice and Indigenous health promotion

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