Relevance of social marketing in the Global South's Family Planning Programmes: a case of Zambia

Nyundo, Lucy, Eagle, Lynne, and Whittaker, Maxine (2021) Relevance of social marketing in the Global South's Family Planning Programmes: a case of Zambia. In: Hay, Rachel, Eagle, Lynne, and Bhati, Abhishek, (eds.) Broadening Cultural Horizons in Social Marketing: comparing case studies from Asia-Pacific. Springer, Singapore, pp. 181-210.

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This chapter illustrates the challenges of health-related behaviour change programmes in countries where there are strong cultural influences on behaviours coupled with a strong religious influence; either or both which may be in conflict with 'western' scientific approaches. These issues are common across many countries in the Global South. The term Global South refers to low income, often politically or culturally marginalised countries in Latin America, Asia, Africa and the Oceania region (Dados and Connell in Contexts 11(1):12–13, 2012). The chapter focuses on fertility behaviour in a country within the Sub-Saharan region. Data from Zambia relating to cultural norms, religion and fertility behaviour is presented. Firstly, the potential influence of Pre-Marriage Counselling (Pre-MC) on Family Planning (FP) and contraceptive choice decisions is described. Then the influence of religion and fertility behaviour such as the claimed use of cannabis seed as a contraceptive is presented. This chapter displays a case study that has implications for countries beyond Sub-Saharan Africa and a research agenda for cross-cultural social marketing-related research concludes the chapter.

Item ID: 65307
Item Type: Book Chapter (Research - B1)
ISBN: 978-981-15-8517-3
Keywords: Zambia, social marketing, family planning, gender
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Copyright Information: © Springer Nature Singapore Pte Ltd. 2021
Date Deposited: 10 Jan 2021 23:08
FoR Codes: 42 HEALTH SCIENCES > 4203 Health services and systems > 420303 Family care @ 60%
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350699 Marketing not elsewhere classified @ 40%
SEO Codes: 92 HEALTH > 9204 Public Health (excl. Specific Population Health) > 920412 Preventive Medicine @ 60%
95 CULTURAL UNDERSTANDING > 9599 Other Cultural Understanding > 959999 Cultural Understanding not elsewhere classified @ 20%
90 COMMERCIAL SERVICES AND TOURISM > 9099 Other Commercial Services and Tourism > 909999 Commercial Services and Tourism not elsewhere classified @ 20%
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