Ethics in Public Health Research: Masters of Marketing: Bringing Private Sector Skills to Public Health Partnerships

Overview

Journal Am J Public Health

Specialty Public Health

Date 2007 Mar 3

PMID 17329646

Citations 16

Authors

Valerie A Curtis

Nana Garbrah-Aidoo

Beth Scott

Affiliations

Soon will be listed here.

Abstract

Skill in marketing is a scarce resource in public health, especially in developing countries. The Global Public-Private Partnership for Handwashing with Soap set out to tap the consumer marketing skills of industry for national handwashing programs. Lessons learned from commercial marketers included how to (1) understand consumer motivation, (2) employ 1 single unifying idea, (3) plan for effective reach, and (4) ensure effectiveness before national launch. After the first marketing program, 71% of Ghanaian mothers knew the television ad and the reported rates of handwashing with soap increased. Conditions for the expansion of such partnerships include a wider appreciation of what consumer marketing is, what it can do for public health, and the potential benefits to industry. Although there are practical and philosophical difficulties, there are many opportunities for such partnerships.

Citing Articles

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How to set up government-led national hygiene communication campaigns to combat COVID-19: a strategic blueprint.

Curtis V, Dreibelbis R, Sidibe M, Cardosi J, Sara J, Bonell C BMJ Glob Health. 2020; 5(8).

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CUBES: A practical toolkit to measure enablers and barriers to behavior for effective intervention design.

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Kumar S, Loughnan L, Luyendijk R, Hernandez O, Weinger M, Arnold F Am J Trop Med Hyg. 2017; 97(2):447-459.

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