Evaluation of a social marketing intervention promoting oral rehydration salts in Burundi.
Background: Diarrhea is the second leading cause of death for children under five in Burundi; however, use of oral rehydration salts (ORS), the recommended first-line treatment, remains low. In 2004, PSI/Burundi launched a social marketing intervention to promote ORASEL among caregivers of children...
| Publicado en: | BMC Public Health Vol. 11; no. 1; pp. 155 - 156 |
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| Autores principales: | , , |
| Formato: | research Journal Article |
| Publicado: |
BioMed Central
2011
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ccm&AN=104861274&site=ehost-live header: @attributes: shortDbName: ccm uiTerm: 104861274 longDbName: CINAHL Complete uiTag: AN controlInfo: bkinfo: dissinfo: jinfo: jid: 14712458 1CIK jtl: BMC Public Health issn: 14712458 maglogo: N pubinfo: dt: 2011 vid: 11 iid: 1 pid: 24147 pub: BioMed Central artinfo: ui: 104861274 NLM21385460 2011000160 10.1186/1471-2458-11-155 NLM21385460 PMC3062608 104861274 ppf: 155 ppct: 1 formats: tig: atl: Evaluation of a social marketing intervention promoting oral rehydration salts in Burundi. aug: au: Kassegne, Sethson Kays, Megan B Nzohabonayo, Jerome sug: subj: Dehydration Therapy Fluid Therapy Health Promotion Methods Rehydration Solutions Therapeutic Use Social Marketing Adolescence Adult Burundi Diarrhea Complications Diarrhea Physiopathology Diarrhea Therapy Female Human Infant Infant, Newborn Middle Age Program Evaluation Questionnaires Rehydration Solutions Administration and Dosage Young Adult Adolescent: 13-18 years Adult: 19-44 years Infant: 1-23 months Infant, Newborn: birth-1 month Middle Aged: 45-64 years Female ab: Background: Diarrhea is the second leading cause of death for children under five in Burundi; however, use of oral rehydration salts (ORS), the recommended first-line treatment, remains low. In 2004, PSI/Burundi launched a social marketing intervention to promote ORASEL among caregivers of children under five; the product was relaunched in 2006 with a new flavor. This study evaluates the intervention after the ORASEL relaunch, which included mass media and interpersonal communication activities. The study looks at trends in ORASEL use in Burundi and in behavioral determinants that may be related to its use.Methods: In 2006 and 2007, PSI conducted household surveys among Burundian females of reproductive age (15-49). Both surveys used a two-stage sampling process to select 30 households in each of 115 rural and urban collines throughout the nation. Survey respondents were asked about diarrhea treatment-related behavior; key behavioral determinants; and exposure to the ORASEL intervention. Data were analyzed to identify trends over time, characteristics of ORASEL users, and associations between exposure to the intervention and changes in ORASEL use and related behavioral determinants.Results: ORASEL use among caregivers at their children's last diarrheal episode increased significantly from 20% in 2006 to 30% in 2007, and there were also desirable changes in several behavioral determinants associated with ORASEL use. Evaluation analysis showed that a higher level of exposure to the social marketing campaign was associated with greater use of ORASEL and with significant improvements in perceived availability, knowledge of the signs of diarrhea and dehydration, social support, and self-efficacy.Conclusions: ORS use can be improved through social marketing and educational campaigns that make the public aware of the availability of the product, encourage dialogue about its use, and increase skills and confidence relating to correct product preparation and administration. Further interventions in Burundi and elsewhere should promote ORS through a variety of mass media and interpersonal communication channels, and should be rigorously evaluated in the context of the total market for diarrhea treatment products. pubtype: Academic Journal doctype: research Journal Article ougenre: Article language: English refInfo: holdings: @attributes: islocal: N |
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