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In: Notes from the field in communication for child survival, edited by Renata E. Seidel. Washington, D.C., Academy for Educational Development [AED], Communication and Marketing for Child Survival [HEALTHCOM], 1993 Apr. 189-99. (USAID Contract No. DPE-1018-C-00-5063-00; USAID Contract No. DPE-5984-Z-00-9018-00)Mexico produces and distributes 10 million packets of oral rehydration solution (ORS) annually in its oral rehydration therapy program against diarrheal disease in children under 5 years old. For mothers to seek out, accept, and use the product, however, they must find it appealing, user-friendly, and capable of producing desired health results. Doctors must also provide, recommend, instruct, and reinforce the use of ORS. The product in Mexico long held a scientific-sounding brand name and included misleading instructions on mixing and use. The authors describe the development of a new ORS product name, package design, and graphic mixing/administration instructions which reflect national ORT norms. Consumer research lay at the heart of the project. Research and evaluation consisted of activities in the following phases: exploratory qualitative research with mothers, initial concept screening, quantitative testing of the 2 best designs, quantitative testing of the winning design against the original package, and comprehension testing of mixing instructions and the flyer. Sections consider maintaining a consumer focus; the challenge; getting started; phase 1-5 research; promotion among the primary audience; consensus-building among the secondary audience; reflections; and final thoughts.
Studies in Family Planning. April 1976; 7(4):101-108.Social marketing, i.e., the application of commercial marketing techniques to social aims, is 1 means of building family planning into the daily nonclinical structure of rural society in developing countries. An experiment in the social marketing of condoms in rural Kenya was undertaken over a 2 1/2-year period. The pretest market research and a detailed marketing strategy are described. The experimental program proved that condoms can be used to involve rural African males in the process of family planning. The experiment further proved that commercial marketing can provide a nonmedical supplement to established clinical family planning programs. Advertising was found to be necessary to the success of the program with radio and point-of-purchase materials providing the cheapest and most effective coverage. The advertising aspect of the program seems to have increased the level of family planning knowledge and practice among the target population. The success of the program is attributed to the local involvement provided by social marketing. Such a project is amenable to exact evaluation which can prove useful to future programs. It was felt that commercial distribution by mobile van units could be used with other types of contraceptives.