POPLINE Document Number: 107173
Author(s):
Achterberg C
Source citation:
[Washington, D.C.], International Nutrition Planners Forum, 1991. [6], 24 p. (USAID Cooperative Agreement No. DAN-5115-A-7114-00)
Abstract:
This report summarizes the international conference "Effective Nutrition Communication for Behavior Change," which was held in Paris, France, in 1991 to 1) illustrate mechanisms for achieving nutritional behavior change, 2) develop strategies for changing nutrition behavior in various target groups, and 3) empower teams from developing countries to launch successful nutrition communication programs. The conference included a keynote address "From Nutrition Education to Social Marketing," the presentation and discussion of case studies from eight developing countries and presentations from 12 developing country teams and donor agencies. The case studies presented 1) a model for building partnerships between broadcasters and health professionals in Africa, 2) experience with nutrition behavior change in Egypt, 3) changing dietary behavior through social marketing in Thailand, 4) a national breast-feeding program in Brazil, 5) nutrition interventions achieved in Peru and Nigeria through the cooperation of nutritionists and communicators, 6) highlights of a rural integrated nutritional communication program in Mail, 7) the Philippine experience with social marketing, and 8) the impact of social marketing on megadose vitamin A capsule consumption rates in Central Java. The general discussion led to the uncovering of the following key principles of success: developing a comprehensive and systematic approach to the program, eliciting the support of policy-makers and the health care community, and using a multimedia approach. The case studies incorporated considerations of price, product, promotion, and place in their social marketing models. The necessary of adding a fifth "p," for process became evident, for it is the process used to identify and develop price, product, promotion, and place that is most essential. The decision-making process is also the only aspect of a social marketing program which is guaranteed to be transferrable to another setting.
Keywords:
EgyptIndex page
Thailand
Brazil
Peru
Mali
Philippines
Indonesia
Conferences and Congresses
Summary Report
Nutrition
Communication
Mass Media
Social Marketing
Breastfeeding
Promotion
Behavior
Changes
Africa, Northern
Africa
Developing Countries
Asia, Southeastern
Asia
South America, Eastern
South America
Latin America
Americas
South America, Western
Africa, Western
Africa, Sub Saharan
Health
Marketing
Economic Factors
Infant Nutrition
Social Change