Relevance of Social Marketing in the Global South’s Family Planning Programmes: A Case of Zambia

Social marketing at 50: towards an epistemological expansion of the discipline to embrace diversity. A Viewpoint

“…"Decolonise" Global North-oriented funding models and practices that perpetuate an imbalance of power and resources between Global North and South countries; address structural factors that promote inequity; and involve in-country scientists and researchers in decisions around funding that affects their region (Erondu et al, 2021) Actively discourage "parachute science", the practice where researchers from Global North countries conduct research within Global South countries while failing to sufficiently engage and involve individuals and organisations from those countries, and then complete the research process in their home countries without communicating with representatives of the countries where the research was carried out (Stefanoudis et al, 2021) If conducting research or social marketing interventions in a country with a different language, take steps to learn the local language before engaging with stakeholders and partners or visiting the location Encourage the use of ethnography in formative research to gain a deep understanding of behaviour (Brennan et al, 2015;Kariippanon et al, 2020) and continue to develop and adopt novel research methods (e.g., customer journey mapping, Cateriano-Arévalo et al, 2021) Widen the repertory of social marketing approaches, techniques and tools in the Global North by incorporating those from the Global South Continue testing theory and practice of "traditional" social marketing approaches that have been proven to be effective in some Global South contexts, such as the 4Ps (Schmidtke et al, 2021), macro-marketing (Bastos et al, 2021), socio-cultural approaches (Martam, 2016) and others, while explicitly identifying where such approaches may need to be adapted or deemed inappropriate for the specific context (Nyundo et al, 2021) Table 3.…”

Adaptation of community-based distribution of family planning services to context-specific social networks: a case of marriage counsellors in Lusaka district, Zambia

“…A descriptive research design and study-specific instrument (open and closed questions) was developed using Epi Info® 7 and tested on 20 randomly selected and screened respondents. The pilot was undertaken at Chilenje hospital from August to September 2018 and the results were presented at a conference held at the University of Zambia in Lusaka [ 36 ]. A few minor adjustments such as the wording of some questions and optional responses were made.…”

“…It is the responsibility of the family (i.e. parents, guardians and close relatives) and the church to ensure that the couple complies [ 22 ]. Furthermore, the state through the Ministry of National Guidance and Religious Affairs, and the Ministry of Chiefs and Traditional Affairs supports and promotes beneficial traditional or cultural practices and norms (e.g.…”

Getting Things Right; Diagnose and Design in The Evolution of Community Provisioning Systems

“…Importantly, macro-social marketing focuses on potentially changing the direction of the system's institutional logic for improved quality of life for all. This conceptual framework has usefully informed work concerned with: encouraging parental leave uptake (Duffy, Van Esch, and Yousef 2020), the creation of a listen learn and leverage framework for collective behaviour change (Domegan et al 2020) and family planning in Zambia (Nyundo, Eagle, and Whittaker 2021). This work could not be needed more as communities, countries and provisioning systems attempt to rebuild and respond to the challenges brought on by a pandemic and climate change.…”