202119 Systematic Review of Global Water & Sanitation Social Marketing

Wednesday, November 11, 2009: 11:30 AM

W. Douglas Evans, PhD , Department of Prevention & Community Health, The George Washington University, Washington, DC
Subhrendu K. Pattanayak, PhD , Public Policy; Environment; & Global Health, Duke University, Durham, NC
Shannon Young , Department of Global Health, The George Washington University, Washington, DC
Justin Buszin , Population Services International (PSI), Washington, DC
Social marketing can be effective in preventing diarrheal diseases by promoting household behaviors related to water management, sanitation and hygiene. We systematically reviewed the published literature since 1990. We excluded articles that were (a) not original research and (b) related to the diarrheal diseases but not water or sanitation. We identified 90 potentially relevant articles and determined that 29 met our criteria. Papers were included only if they discussed interventions that used social marketing, targeted behaviors related to water and sanitation, and focused on controlling diarrhea. Of the 29 papers, the majority (15) focused on household water treatment; others on handwashing, hygiene, sanitation.

We summarize the social marketing strategies – 4 Ps, or place, product, price, and promotion – segmented by behavior and health condition outcomes and present case studies. During the 1990s, CDC and PAHO designed the “Safe Water System,” to improve water safety in developing countries. The behavior change component employs media campaigns, community mobilization, and interpersonal communication.

Additionally, we describe social marketing for handwashing promotion, which can be a cost-effective and prevent 50 percent of both diarrheal diseases and ARIs (PPPHW 2008 & Luby et al 2005). We also describe campaigns for hygiene and sanitation.

We conclude by identifying knowledge gaps in water and sanitation social marketing. We describe an intervention research agenda, which includes the use of new technologies (handheld devices) and social networking strategies based on the 4 Ps, to promote and evaluate behavior change. We argue that these powerful tools should be used to reach underrepresented audiences with campaigns and collect evaluation data.

Learning Objectives:
At the end of this presentation participants will be able to: 1. Describe the current state of knowledge about the effectiveness of global social marketing for water and sanitation improvement. 2. Articulate examples of social marketing interventions segmented by behavioral and health condition outcomes. 3. Identify gaps in the knowledge base and need for future social marketing interventions and research.

Keywords: Diarrhea, Social Marketing

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I conducted the research to be reported in the proposed presentation.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.