Using Social Marketing in China to Reduce the Spread of Cysticerosis

tap-1564536[We’re pleased to welcome Mary Dickey of the University of Oklahoma Health Sciences Center. Dr. Dickey recently published “Program Evaluation of a Sanitation Marketing Campaign Among the Bai in China: A Strategy for Cysticercosis Reduction” with Robert John, Helene Carabin, and Xiao-Nong Zhou in Social Marketing Quarterly.]

I saw first-hand the problems with sanitation through my involvement in community development work in rural China. Although emphasis is often placed on new technology in sanitation, I observed that promoting behavioral change was the real challenge. Poor sanitation causes many diseases and one that was of special interest to me was cysticercosis. Cysticercosis is a leading cause of epilepsy among the Bai minority group in Yunnan, China.

I found that many among the Bai already understood the relationship between sanitation and disease but F1.mediumthat understanding did not seem to affect toilet construction and use. Since health education alone did not seem to be an answer, we researched the use of sanitation marketing among the Bai. This research reveals how formative data was collected to help researchers understand not only the sanitation situation but also the thoughts and opinions of the Bai related to toilet use. This data was used to design a social marketing campaign to promote toilets with the specific goal of reducing cysticercosis. The results of the campaign in two intervention villages are compared with the results of a more conventional government promotion in two comparison villages. This is the first report of the use of social marketing of toilets in China. Although more research is needed, this program evaluation indicates that sanitation marketing in rural China is an appropriate approach to increase sanitation coverage.

You can read “Program Evaluation of a Sanitation Marketing Campaign Among the Bai in China: A Strategy for Cysticercosis Reduction” from Social Marketing Quarterly for free by clicking here. Don’t forget to sign up for e-alerts and get all the latest news and research from Social Marketing Quarterly sent directly to your inbox!

This entry was posted in Communication, Crisis Management, Cultural Research, Education, Engagement, Environmental and Social Issues, Health Care, Positive Pyschology, Social Issues, Social Marketing, Strategy and tagged , , , by Cynthia Nalevanko, Editor, SAGE Publishing. Bookmark the permalink.

About Cynthia Nalevanko, Editor, SAGE Publishing

Founded in 1965, SAGE is the world’s leading independent academic and professional publisher. Known for our commitment to quality and innovation, SAGE has helped inform and educate a global community of scholars, practitioners, researchers, and students across a broad range of subject areas. With over 1500 employees globally from principal offices in Los Angeles, London, New Delhi, Singapore, Washington DC, and Melburne, our publishing program includes more than 1000 journals and over 900 books, reference works and databases a year in business, humanities, social sciences, science, technology and medicine. Believing passionately that engaged scholarship lies at the heart of any healthy society and that education is intrinsically valuable, SAGE aims to be the world’s leading independent academic and professional publisher. This means playing a creative role in society by disseminating teaching and research on a global scale, the cornerstones of which are good, long-term relationships, a focus on our markets, and an ability to combine quality and innovation. Leading authors, editors and societies should feel that SAGE is their natural home: we believe in meeting the range of their needs, and in publishing the best of their work. We are a growing company, and our financial success comes from thinking creatively about our markets and actively responding to the needs of our customers.

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