The performance of social marketing in reaching the poor and vulnerable in AIDS control programmes

The performance of social marketing in reaching the poor and vulnerable in AIDS control programmes The article reviews evidence on the impact and effectiveness of condom social marketing programmes (CSMPs) in reaching the poor and vulnerable with information, services and products in the context of HIV/AIDS/STD prevention and control. Ideally, the success of CSMPs would be judged by whether they contribute to sustained improvements in sexual health outcomes at the population level. Given methodological and attribution difficulties, intermediary criteria are employed to assess effectiveness and impact, focusing on changes in behaviour (including condom use) among poor and vulnerable groups, and access by the poor and vulnerable to condoms, services and information. It remains difficult to reach definitive conclusions about the extent to which CSMPs meet the sexual health needs of the poor and vulnerable, due largely to reliance on sales data for CSMP monitoring and evaluation. CSMPs (like many health programme strategies) have traditionally collected little information on client profiles, health-seeking behaviour, condom use effectiveness, and supply-side issues. Recent data indicate that CSMPs are unlikely to be pro-poor in their early stages, in terms of the distribution of benefits, but as CSMPs mature, then inequities in access diminish, followed by reduced inequities in condom use. The paper assesses the extent to which social marketing is effective in improving access for the poor and vulnerable using a number of variables. In terms of economic access, it is evident that low-income groups are particularly sensitive to CSMP price increases, and that a cost-recovery focus excludes the poorest. Convenience is significantly improved for those who can afford to pay, and CSMPs appear to be addressing social and regulatory constraints to access. Conventional CSMP monitoring systems make it difficult to assess the effectiveness of behavioural change IEC strategies, although data on this dimension of the social marketing approach are beginning to emerge. Oxford University Press « Previous | Next Article » Table of Contents This Article Health Policy Plan. (2001) 16 (3): 231-239. doi: 10.1093/heapol/16.3.231 » Abstract Free Full Text (PDF) Free Classifications Article Services Article metrics Alert me when cited Alert me if corrected Find similar articles Similar articles in Web of Science Similar articles in PubMed Add to my archive Download citation Request Permissions Disclaimer Citing Articles Load citing article information Citing articles via CrossRef Citing articles via Scopus Citing articles via Web of Science Citing articles via Google Scholar Google Scholar Articles by Price, N. Search for related content PubMed PubMed citation Articles by Price, N. Related Content Load related web page information Share Email this article CiteULike Delicious Facebook Google+ Mendeley Twitter What's this? Search this journal: Advanced » Current Issue December 2015 30 (10) Alert me to new issues The Journal About this journal Publishers' Books for Review Recent E-Letters Rights & Permissions Dispatch date of the next issue We are mobile – find out more Journals Career Network Published in association with The London School of Hygiene and Tropical Medicine Impact factor: 3.470 5-Yr impact factor: 3.552 Editors-in-Chief Virginia Wiseman and Sandra Mounier-Jack View full editorial board For Authors Instructions to authors Online submission instructions Submit Now! Author Self Archiving Policy Open access options for authors visit Oxford Open This journal enables compliance with the NIH Public Access Policy Alerting Services Email table of contents Email Advance Access CiteTrack XML RSS feed Corporate Services Advertising sales Reprints Supplements var taxonomies = ("MED00860"); Most Most Read 'Doing' health policy analysis: methodological and conceptual reflections and challenges Surgical and anaesthetic capacity of hospitals in Malawi: key insights Calculating QALYs, comparing QALY and DALY calculations Constructing socio-economic status indices: how to use principal components analysis The role of community-based organizations in household ability to pay for health care in Kilifi District, Kenya » View all Most Read articles Most Cited Constructing socio-economic status indices: how to use principal components analysis Reforming the health sector in developing countries: the central role of policy analysis Overcoming barriers to health service access: influencing the demand side Measuring social capital within health surveys: key issues The terrain of health policy analysis in low and middle income countries: a review of published literature 1994-2007 » View all Most Cited articles Disclaimer: Please note that abstracts for content published before 1996 were created through digital scanning and may therefore not exactly replicate the text of the original print issues. All efforts have been made to ensure accuracy, but the Publisher will not be held responsible for any remaining inaccuracies. If you require any further clarification, please contact our Customer Services Department. 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The performance of social marketing in reaching the poor and vulnerable in AIDS control programmes

Health Policy and Planning, Volume 16 (3) – Sep 1, 2001

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Publisher
Oxford University Press
Copyright
Copyright © 2015 Oxford University Press
ISSN
0268-1080
eISSN
1460-2237
DOI
10.1093/heapol/16.3.231
Publisher site
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Abstract

The article reviews evidence on the impact and effectiveness of condom social marketing programmes (CSMPs) in reaching the poor and vulnerable with information, services and products in the context of HIV/AIDS/STD prevention and control. Ideally, the success of CSMPs would be judged by whether they contribute to sustained improvements in sexual health outcomes at the population level. Given methodological and attribution difficulties, intermediary criteria are employed to assess effectiveness and impact, focusing on changes in behaviour (including condom use) among poor and vulnerable groups, and access by the poor and vulnerable to condoms, services and information. It remains difficult to reach definitive conclusions about the extent to which CSMPs meet the sexual health needs of the poor and vulnerable, due largely to reliance on sales data for CSMP monitoring and evaluation. CSMPs (like many health programme strategies) have traditionally collected little information on client profiles, health-seeking behaviour, condom use effectiveness, and supply-side issues. Recent data indicate that CSMPs are unlikely to be pro-poor in their early stages, in terms of the distribution of benefits, but as CSMPs mature, then inequities in access diminish, followed by reduced inequities in condom use. The paper assesses the extent to which social marketing is effective in improving access for the poor and vulnerable using a number of variables. In terms of economic access, it is evident that low-income groups are particularly sensitive to CSMP price increases, and that a cost-recovery focus excludes the poorest. Convenience is significantly improved for those who can afford to pay, and CSMPs appear to be addressing social and regulatory constraints to access. Conventional CSMP monitoring systems make it difficult to assess the effectiveness of behavioural change IEC strategies, although data on this dimension of the social marketing approach are beginning to emerge. Oxford University Press « Previous | Next Article » Table of Contents This Article Health Policy Plan. (2001) 16 (3): 231-239. doi: 10.1093/heapol/16.3.231 » Abstract Free Full Text (PDF) Free Classifications Article Services Article metrics Alert me when cited Alert me if corrected Find similar articles Similar articles in Web of Science Similar articles in PubMed Add to my archive Download citation Request Permissions Disclaimer Citing Articles Load citing article information Citing articles via CrossRef Citing articles via Scopus Citing articles via Web of Science Citing articles via Google Scholar Google Scholar Articles by Price, N. Search for related content PubMed PubMed citation Articles by Price, N. Related Content Load related web page information Share Email this article CiteULike Delicious Facebook Google+ Mendeley Twitter What's this? Search this journal: Advanced » Current Issue December 2015 30 (10) Alert me to new issues The Journal About this journal Publishers' Books for Review Recent E-Letters Rights & Permissions Dispatch date of the next issue We are mobile – find out more Journals Career Network Published in association with The London School of Hygiene and Tropical Medicine Impact factor: 3.470 5-Yr impact factor: 3.552 Editors-in-Chief Virginia Wiseman and Sandra Mounier-Jack View full editorial board For Authors Instructions to authors Online submission instructions Submit Now! Author Self Archiving Policy Open access options for authors visit Oxford Open This journal enables compliance with the NIH Public Access Policy Alerting Services Email table of contents Email Advance Access CiteTrack XML RSS feed Corporate Services Advertising sales Reprints Supplements var taxonomies = ("MED00860"); Most Most Read 'Doing' health policy analysis: methodological and conceptual reflections and challenges Surgical and anaesthetic capacity of hospitals in Malawi: key insights Calculating QALYs, comparing QALY and DALY calculations Constructing socio-economic status indices: how to use principal components analysis The role of community-based organizations in household ability to pay for health care in Kilifi District, Kenya » View all Most Read articles Most Cited Constructing socio-economic status indices: how to use principal components analysis Reforming the health sector in developing countries: the central role of policy analysis Overcoming barriers to health service access: influencing the demand side Measuring social capital within health surveys: key issues The terrain of health policy analysis in low and middle income countries: a review of published literature 1994-2007 » View all Most Cited articles Disclaimer: Please note that abstracts for content published before 1996 were created through digital scanning and may therefore not exactly replicate the text of the original print issues. All efforts have been made to ensure accuracy, but the Publisher will not be held responsible for any remaining inaccuracies. If you require any further clarification, please contact our Customer Services Department. Online ISSN 1460-2237 - Print ISSN 0268-1080 Copyright © 2015 Oxford University Press Oxford Journals Oxford University Press Site Map Privacy Policy Cookie Policy Legal Notices Frequently Asked Questions Other Oxford University Press sites: Oxford University Press Oxford Journals China Oxford Journals Japan Academic & Professional books Children's & Schools Books Dictionaries & Reference Dictionary of National Biography Digital Reference English Language Teaching Higher Education Textbooks International Education Unit Law Medicine Music Online Products & Publishing Oxford Bibliographies Online Oxford Dictionaries Online Oxford English Dictionary Oxford Language Dictionaries Online Oxford Scholarship Online Reference Rights and Permissions Resources for Retailers & Wholesalers Resources for the Healthcare Industry Very Short Introductions World's Classics function fnc_onDomLoaded() { var query_context = getQueryContext(); PF_initOIUnderbar(query_context,":QS:default","","JRN"); PF_insertOIUnderbar(0); }; if (window.addEventListener) { window.addEventListener('load', fnc_onDomLoaded, false); } else if (window.attachEvent) { window.attachEvent('onload', fnc_onDomLoaded); } var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www."); document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E")); try { var pageTracker = _gat._getTracker("UA-189672-16"); pageTracker._setDomainName(".oxfordjournals.org"); pageTracker._trackPageview(); } catch(err) {}

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Health Policy and PlanningOxford University Press

Published: Sep 1, 2001

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