Social Marketing Project on Reproductive Health

INTRODUCTION 

            I have learned that development, in the context of our society, is all about change for the betterment of the quality of life of people. This can be achieved through many ways. Social Marketing (socmar) and Social Mobilization (socmob) are two of them.

            In this article, I would like to focus my research on the field of reproductive health. I’ll be showing three (3) socmar/socmob projects as they deal with this issue from different parts of the world.

OVERVIEW

There are three (3) socmob and socmar projects that I would like to tackle in this paper. These projects are as follow:

            1. PROJECT ACTION

                        This is a “multi-faceted intervention strategy that directly addressed the reproductive health practices of young adults and related socio-cultural environmental factors.”  (Source Documents: Blair,    1995; Population Services International, 1996.)

            With the use of the social mobilization and social marketing strategies, the target audience was made more aware of the practice of safe sex to improve the quality of their life, particularly that of their health, thereby, helping them to bring about development as a people.

            As a social mobilization project, let’s see how they were able to follow the necessary steps: (based on Chapter 4 summary of our textbook)           

            2. THE PHILIPPINES MULTI MEDIA CAMPAIGN FOR YOUNG PEOPLE

            This is an “example of a project that uses the “Enter-educate model” to combine the use of popular media formats with the marketing of          a referral service.”  (Source Document: Rimon, J., et al., 1994.)

            3. THE PROFAMILIA MASS MEDIA CAMPAIGN

            In the Atlantic Coast of Colombia, research indicated that freedom and unconstrained lifestyle among young men were very rampant. They were not at all very much concerned with birth spacing and maternal/infant health and their attitude towards sexuality was very carefree. The campaign message, “keep being free, use Tahiti condoms,” and materials were then developed according to these findings to help curb this incidence.
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