POPLINE Document Number: 102016
Author(s):
Smitasiri S
Attig GA
Valyasevi A
Dhanamitta S
Tontisirin K
Source citation:
Nakhon Pathom, Thailand, Mahidol University, Institute of Nutrition, 1993. [2], v, 66 p.
Abstract:
From 1988 to 1991 in Thailand, social marketing techniques were used to promote the consumption of vitamin A-rich foods. The project was conducted among 134 villages and involved approximately 122,000 people. Participants exhibited significantly improved knowledge, attitudes, and practices; a substantial improvement was obtained in the vitamin A and nutritional status of the target population; and the interventions had a high potential for sustainability. This book serves as a case study of the process used in Thailand to control vitamin A deficiency at the district level through dietary diversification. It describes the challenge of fitting a nutrition communication program into a community. While it is unlikely that the products and elements described can be transferred to another community, the process can be shared. The first part of this book describes each stage of the project: preliminary research, project design, formative research and audience segmentation, communication program development, program implementation and monitoring, and evaluation. The second part highlights several of the essential elements needed to undertake dietary diversification projects using a combined nutrition communication/social marketing approach. The important processes and lessons presented here can be applied to other nutrition programs.
Keywords:
ThailandIndex page
Social Marketing
Nutrition Programs
Vitamin A
Food Supply
Behavior
Malnutrition
Child Health
Communication
Changes
Developing Countries
Asia, Southeastern
Asia
Marketing
Economic Factors
Primary Health Care
Health Services
Delivery of Health Care
Health
Vitamins and Minerals
Physiology
Biology
Natural Resources
Environment
Nutrition Disorders
Diseases
Social Change