Page 44 - Social Marketing for Public Health Global Trends and Success Stories

57977_CH01_final.qxd:Cheng 11/5/09 4:32 PM Page 17

Social Marketing for Public Health: Chapter Highlights 17

Also focusing on Africa, Steven Honeyman has a different focus in Chapter 10,
describing how social marketing has been used in Madagascar to promote clean
drinking water for reducing diarrhea-related mortality. The author first reviews
how unsafe water-related diarrheal disease threatens millions of people’s health
and lives and some global trends in household water treatment. Through a detailed
examination of the “Safe Water Saves Lives” campaign, he draws a number of valu-
able lessons, from project design to the production of safe water product compo-
nents, from regulatory environment to marketing and communication, and from
creating partnerships to pricing and cost recovery.
In Chapter 11, Donald Ruschman, Randi Thompson, and Tatiana Stafford ex-
amine how a social marketing campaign called Red Apple in the Republic of
Kazakhstan was able to make contraceptives widely available commercially. They
analyze how this “comprehensive, multipronged, and short-term” campaign con-
vinced Kazakhstani women to adopt contraceptives as an alternative to abortion,
and then how the commercial contraceptive market in this former Soviet republic
became largely self-sufficient by transferring principal responsibility for maintain-
ing these newly found gains to the private, commercial sector. The chapter de-
scribes a challenging social marketing problem: changing consumer beliefs and
setting up a new distribution system.
In Chapter 12, Hong Cheng, Jun Qiao, and Huixin Zhang review a nationwide
campaign for hepatitis B prevention and education in China. First, they describe
major public health issues in the country, including hepatitis B, and the Chinese
government’s strategies and policies in dealing with these issues. Then they focus
their attention on a recent “Love Your Liver, Improve Your Health” campaign. To
evaluate the campaign effectiveness, they conducted a survey in five selected cities in
China and reported the survey results in the chapter. Based on the survey, the cam-
paign was found to have been highly effective.
In Chapter 13, Morikazu Hirose examines how a Japanese company integrated
its corporate social initiatives. After reviewing emerging public health issues and
the health policy in Japan, the author focuses on Terumo, a Tokyo-headquartered
global manufacturer of healthcare products and equipment. He narrates how
Terumo’s corporate philosophy of “contributing to society through health care” has
driven the company in its development of painless syringe needles for diabetic pa-
tients and its enhancement of the public’s understanding of diabetes, through
communication strategies, advertising campaigns, and educational TV programs.
In Chapter 14, Sameer Deshpande, Jaidev Balakrishnan, Anurudra Bhanot, and
Sanjeev Dham document successful social marketing campaigns for contraceptive
products in India. After a review of major public health issues and trends in using
social marketing and health communication in the country, they present two cases
in the chapter. The first one is an emergency contraception campaign conducted by