Contraceptive social marketing in the third world: a case of multiple transfer
Luthra, R.
Gazette 47(3): 159-176
1991
ISSN/ISBN: 0031-0573 PMID: 12285029 DOI: 10.1177/001654929104700302Document Number: 317777
A researcher conducted a case study of the Family Planning Social Marketing Project (FPSMP) in Bangladesh between 1974-1987 to point out the irreducible qualitative differences between the commercial and social contexts and between the developed and developing world. The research consisted of interviews with chief personnel of the technical assistance contractor Population Services International (PSI), project documentation, a review of marketing principles and methods, and summary reports on contraceptive social marketing projects in various countries. FPSMP, a vertical marketing organization, marketed 3 condom brands, 2 oral contraceptive brands, and 1 vaginal foam tablet. At least 70% of the advertising budget was allocated for conventional media (television [TV], radio, and newspapers), even though the poor and illiterate target population did not own a radio or TV and could not read a newspaper. In fact, conventional media were basically accessible to the urban elite. A PSI leader defended the use of conventional media because opinion leaders (urban elite) exert considerable influence on the population so they must receive the family planning messages in order to support family planning. Yet this assumption had not been tested, but was based on the experience of technical assistance contractors from previous projects in developing countries. Moreover, FPSMP based acceptability of message content on the elite's definition and not on the definition of the target group. Its information strategy included emphasis on the sales indicator and the creation of positive product associations while downplaying information about side effects and contraindications. This indicated that FPSMP did not consider client health and well being as important. Another issue was the need to satisfy USAID and the government. More research on other social marketing projects is needed.