The effectiveness of social marketing in global health: a systematic review

Firestone, Rebecca; Rowe, Cassandra; Modi, Shilpa; Sievers, Dana

doi:10.1093/heapol/czw088

Cited by 135 publications

(134 citation statements)

References 153 publications

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“…To partially mitigate, these costs require careful attention to design and develop efficient and reliable supply chains and convenient distribution locations. The nutrition community can find some models for doing this in other public health sectors, such as reproductive health and malaria prevention where applied marketing principles and techniques have been used to promote public health interventions involving sales and uptake of products (Firestone, Rowe, Modi, & Sievers, ).…”

Section: Discussionmentioning

confidence: 99%

Mixed methods evaluation explains bypassing of vouchers in micronutrient powder trial in Mozambique

Tumilowicz

Vossenaar²,

Kjaer

et al. 2019

Maternal & Child Nutrition

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Micronutrient powders (MNP) are recommended by the World Health Organization as an effective intervention to address anaemia in children. A formative process evaluation was conducted to assess the viability of a model using free vouchers in two districts of Mozambique to deliver MNP and motivate adherence to recommendations regarding its use. The evaluation consisted of (a) an examination of programme outcomes using a cross‐sectional survey among caregivers of children 6–23 months (n = 1,028) and (b) an ethnographic study to investigate delivery experiences and MNP use from caregiver perspectives (n = 59), programme managers (n = 17), and programme implementers (n = 168). Using a mixed methods approach allowed exploration of unexpected programme outcomes and triangulation of findings. The survey revealed that receiving a voucher was the main implementation bottleneck. Although few caregivers received vouchers (11.5%, CI [9.7, 13.6]), one‐fourth received MNP by bypassing the voucher system (26.3%, CI [23.6, 29.0]). Caregivers' narratives indicated that caregivers were motivated to redeem vouchers but encountered obstacles, including not knowing where or how to redeem them or finding MNP were not available at the shop. Observing these challenges, many programme implementers redeemed vouchers and distributed MNP to caregivers. Virtually, all caregivers who received MNP reported ever feeding it to their child. This study's findings are consistent with other studies across a range of contexts suggesting that although programmes are generally effective in motivating initial use, more attention is required to improve access to MNP and support continued use.

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Section: Discussionmentioning

confidence: 99%

Mixed methods evaluation explains bypassing of vouchers in micronutrient powder trial in Mozambique

Tumilowicz

Vossenaar²,

Kjaer

et al. 2019

Maternal & Child Nutrition

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“…Similarly, despite recent calls to action, there is a dearth of literature examining the gendered dimensions of NTDs [15,[48][49][50] and, to our knowledge, none that examine gendered dimensions of NTDs in social marketing interventions. Systematic reviews of social marketing health interventions have not included a gender responsiveness assessment [51][52][53][54]. Therefore, this study aims to understand to what extent social marketing interventions focused on NTDs are gender responsive.…”

Section: Rationalementioning

confidence: 99%

The gender responsiveness of social marketing interventions focused on neglected tropical diseases

Pastrana

Somerville

Suggs

2020

Global Health Action

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Background: Gender is a determinant of health that intersects with other social stratifiers to shape the health and well-being of populations. Despite the recognition of gender in the global health agenda, limited evidence exists about the integration of gender considerations in interventions, including social marketing interventions, for the prevention and control of neglected tropical diseases. Social marketing is an ethical approach to behavior change aiming to benefit individuals, communities, and society. Since behaviors are gendered and affect disease transmission and healthcare patterns, one would expect social marketing interventions to be gender responsive. Objective: This study aims to understand the extent to which social marketing interventions focusing on neglected tropical diseases are gender responsive. Methods: This study uses data from social marketing interventions collected in a systematic review, this study examined 20 interventions addressing eight neglected tropical diseases in 13 countries. A modified version of the World Health Organization Gender Assessment Tool (GAT) was used to determine the gender responsiveness of the interventions, which was complemented by coding for intersectional sex and gender data. These results are presented in 12 themes. Results: One schistosomiasis intervention implemented in China was assessed as gender responsive. It was not possible to answer many questions from the GAT due to limited data reported in the publications describing the interventions. Despite this, strengths and limitations were found in all the interventions in relation to the use of sex and gender concepts, the disaggregation of data, the consideration of environmental factors, and the involvement of women or men in the different stages of the interventions. Conclusions: Many interventions showed positive actions towards gender responsiveness. However, only one was classified as gender responsive. Others failed to supply enough data for assessment. Recommendations about how sex and gender could be integrated into social marketing interventions are provided.

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“…However, social advertisements have been used in a positive way to promote constructive lifestyle behaviours. Social marketing is a common strategy, research has found that is can influence health behaviours (Firestone et al, 2017) and it generally aims to make the target audience adopt the specific behaviour that is being promoted (Lee and Kotler 2011). The use of commercial marketing may prove to be an effective method to engage and promote children's physical activity levels, sports participation, and nutrition (Williams et al, 2014).…”

Section: Purposementioning

confidence: 99%

A Systematic Review, Narrative Synthesis and Conceptual Framework for Social Marketing and Behavioural Economics as Influencers of Health Behaviours in Children

Budzynski-Seymour¹,

Turvey²,

Paterson³

et al. 2019

Preprint

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Purpose: To synthesise the evidence relating to the influence of marketing strategies that aimed to elicit behaviour change in terms of children’s lifestyle choices. Methods: Four databases were searched (January 2018) SPORTDiscus, PubMed, Science Direct and Web of Science, using pre-defined search terms. The preferred reporting items for systematic reviews (PRISMA) guidelines were adhered to. The inclusion criteria were: articles in the English language, access to full text, peer reviewed, participants were aged 12 and younger, it researched a health behaviour and the article had to report original research. Results: A total of 37 articles met the inclusion criteria and were analysed qualitatively using inductive thematic analysis and subsequently categorised into four themes. Of these studies 72% were nutrition based, 19% physical activity based, 5% included both nutrition and physical activity outcomes, and the remaining 4% focused on other behavioural outcomes. The majority of studies (95%) reported how child behaviour was changed using these social marketing techniques, with the remaining 5% reporting that further changes were needed for success to be found. Conclusion: The studies reviewed suggested a variety of marketing methods have been employed to influence child behaviour; both in terms of negative health behaviours such as TV advertisements influencing junk food consumption and positive health behaviours for example using social marketing in a physical activity promotion program. This review highlights the benefits of using marketing strategies to positively influence child health behaviours but warns they should be restricted when promoting negative health behaviours.

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The effectiveness of social marketing in global health: a systematic review

Cited by 135 publications

References 153 publications

Mixed methods evaluation explains bypassing of vouchers in micronutrient powder trial in Mozambique

Mixed methods evaluation explains bypassing of vouchers in micronutrient powder trial in Mozambique

The gender responsiveness of social marketing interventions focused on neglected tropical diseases

A Systematic Review, Narrative Synthesis and Conceptual Framework for Social Marketing and Behavioural Economics as Influencers of Health Behaviours in Children

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