Can social marketing combat sorcery?

Eagle, Lynne, Low, David R., and Dahl, Stephan (2014) Can social marketing combat sorcery? In: Proceedings of the International Social Marketing Conference. From: AASM 2014: International Social Marketing Conference, 16-18 July 2014, Melbourne, VIC, Australia.

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We describe several significant barriers to behaviour change in developing countries that must be taken into consideration when developing social marketing interventions. Over 80% of the world's population live in developing countries (Aboud, 2012), with large rural populations, poor health and transport infrastructures, and low per capita incomes, resulting in low life expectancy and significant health problems (Thornton, 2009). For example, 30% of Papua New Guineans live on less than $1 per day (Government of PNG); 3/5 of the Bangladeshi population live below the poverty line (Rahman, & Chowdhury,2007). Literacy rates in countries such as these are low; estimated at approximately 50% overall, but lower for women (Duncan, 2011; Chowdhury & Bhuiya, 2004). Information sources are thus heavily dependent on verbal communication, including repetition of traditional beliefs. Alleviating hunger is a Millennium Development Goal (MDG), with evidence that many signatories are encountering problems in achieving the targets set (Peterson, 2009). Malnutrition is directly responsible for over 300,000 deaths per annum globally and indirectly for 50% of the deaths of young children (Müller & Krawinkel, 2005). Malnutrition results in growth retardation in early childhood, decreased intellectual development and functional impairment that leads to reduced work capacity later in life (Rahman & Chowdhury, 2007). Behaviour change interventions are noted as cost-effective ways of improving nutrition such as changing food allocations within households or the way food is prepared and served (Horton et al., 2008). However, the impact of these interventions on changing beliefs about the sources of ill-health – including sorcery – is un-researched.

Item ID: 38261
Item Type: Conference Item (Presentation)
Keywords: social marketing, developing countries, folk beliefs, sorcery
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Date Deposited: 14 Apr 2015 06:19
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 100%
SEO Codes: 91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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