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A Manual for Culturally-Adapted Social Marketing

Health and Population

This is the first book to provide detailed, user-friendly guidelines on how to effect changes in human behaviour using culturally-adapted social marketing campaigns (CASM). It shows how the adoption of some well-established commercial marketing strategies can benefit those involved in development projects. The book provides an overview of CASM theory and techniques; gives a step-by-step guide to the various phases in such a project; details case studies of successful CASM exercises; and invites readers to develop their own CASM strategy using a campaign to reduce the incidence of female genital multialtion as a case study. With its wide-range of examples, this book will be an invaluable resource for development practitioners working in areas such as nutrition, reproductive health and safe motherhood, and drugs information, and will also interest researchers in communication studies and marketing.

Chapter 2 What is Culturally-adapted Social Marketing (CASM)? Mithileshwar
Jha 'Why can't you sell brotherhood like you sell soaps?” (Wiebe, 1951–52) An
Indian non-government organisation (NGO), working for slum and street children,
used these children's inborn artistic talents to produce greetings cards with
paintings done by them. The profile of the child artist was mentioned at the back
of these nicely printed cards. After facing some problems in selling these cards
through ...