Applying Marketing to Enhance Social Programs: The Asian Experience. Shiraz Latiff

Transcription

1 Hummingbird International Connecting People with Strategy Applying Marketing to Enhance Social Programs: The Asian Experience Shiraz Latiff Chartered Marketer, FCIM (UK) MBA, Dip. M (UK) Trustee, The Chartered Institute of Marketing, UK Director, CIM Holdings, UK Founder/CEO, Hummingbird International, Sri Lanka

2 Sri Lanka The Pearl of Asia Full name: Democratic Socialist Republic of Sri Lanka Population: 21.0 million (UN, 2011) Capital: Colombo (commercial), Sri Jayawardenepura (administrative) Largest city: Colombo Area: 65,610 sq km (25,332 sq miles) Major languages: Sinhala, Tamil, English Major religions: Buddhism, Hinduism, Islam, Christianity Life expectancy: 72 years (men), 78 years (women) (UN) Main exports: Clothing and textiles, tea, gems, rubber, coconuts GNI per capita: US $2,580 (World Bank, 2011)

3 The Asian Experience of Social Marketing Reduce Sugar Seeni Meanie Educate Youth Happy Life Thalassemia Free Sri Lanka Prevent Thalassemia

4 Seeni Meanie A program is to create awareness amongst children and adolescents on adopting a healthy lifestyle to prevent Diabetes. Happy Life Three Successful Social Marketing Programs in Sri Lanka A Sexual & Reproductive Health Education program targeted towards youth with the usage of technology and the internet. Thalassemia Free Sri Lanka Program uses the conventional marketing communication channels and the Registrar of Marriages network to educate the youth on the options available for prevention of the sickness

5 Change In-take of Sugar to Prevent Diabetes

6 Global Footprint of Diabetes

7 Sri Lankan Prevalence & Mortality

8 Diabetes Prevention Programs F Poon Seeni Meanie

9 F poon Program

10 Current Status All Major Restaurants have adopted F poon at their own cost in Colombo, Kandy, and Galle Discussions underway by the SLDA and a funding agency to roll this out amongst medium and low end tea boutiques at no cost island-wide Targeting coverage of all 22 Districts by 2015

11 Seeni Meanie Program Programs Education and Awareness program for school children Objective Educate and increase awareness amongst schoolchildren on Diabetes and how to prevent through healthy lifestyles Empower youth at a crucial stage in life to take a stand and establish a culture that encourages a healthy lifestyle from a young age Target Audience 1 Million students aged years, Teachers, Parents and General Public

12 Program Outline 129 schools island-wide with each Rotary Club mentoring at least two schools Schools empowered to create their own awareness programs on Diabetes and its Prevention Guidance by sponsoring Rotary Clubs and Advertising Agency with Action Kits School teams create and conduct innovative and successful awareness campaigns running for three years Target audience are peers, family and community Message to community about the dangers of leading an unhealthy lifestyle. Progress reports submitted by the Rotary Clubs every six months Annual survey to determine success of increase of awareness

13 The Action Kit Campaign Literature, Letters, Campaign Proposal Sheets, Pre and Post Evaluation Questionnaires and Sticker Sheets CD containing soft copy of Campaign Literature and Digital Portfolio

14 A glimpse inside the Seeni Meanie Handbook

15 Progress Intra-School Art Exhibitions Street Promotions

16 Progress Awareness & Education Seminars Intra-School Drama Competitions

17 Progress Schools island-wide with their mentoring Rotary Clubs have reported the current progress as of first six months ending March 31, 2013 Minimum direct audience of 100,000 within the schools in first phase Next Phase of Schools rolled out in April Awareness level improvement to be measured after first year

18 Educate Youth Happy Life Change Adolescent Behavior on Sexual Reproductive Health

19 Why Happy Life Socio-cultural norms view the discussion of sex/sexuality as taboo. Internet & Social Media exposes youth to various misleading information on SRH Isolation and confusion as too embarrassed to discuss SRH issues within family, friends, teachers, Issues of youth and unmarried addressed by the mainstream health system. To increase access to reliable SRH information to underserved social groups in a secure space. Using ICT as a platform with tri-lingual space for dialogue & dissemination of information and counseling High levels of mobile penetration, increasing ICT literacy (estimated at 35%) in the country and web access/pc penetration throughout the island.

20 Happy Life Program

21 Four-Pronged Education System Interactive Voice Response System (IVR) The user can dial in through the IVR to connect to the call center for personalized information/ counseling by trained doctors and counselors or a menu of standard information areas SMS Gateway An SMS can be sent to a predefined code to receive information on a particular subject matter or send a specific question via SMS to the support center and receive required counseling or medical help Web Portal Provides a detailed and simplified knowledge on Sexual and Reproductive Health through the through the links on the website Web Chat Online chat rooms/user groups and voice/text based messaging services to facilitate customized professional/medical support to users. A web forum for individuals to come together with medical professionals to discuss various issues with tri-lingual mail application for universal accessibility.

22 Web Portal

23 Web Portal cont...

24 Other Services

25 Other Services.

26 Observation/Progress Average 100 calls Daily to the Call Center >200 SMS received on SRH related issues >100 visitors to the web portal daily A team of trained and certified Doctors & counselors (volunteer & paid) service the enquiries

27 Observations/Progress >50% issues related to sexual problems and family planning 22.3% of married couples use the ECP as the method of contraception 50% of unmarried couples were interested in problems related to sex >50% of users are rural youth

28 Thalassemia Free Sri Lanka through Education

29 What is Thalassemia Thalassemia are forms of inherited autosomal recessive blood disorders. The disease is caused by the weakening and destruction of red blood cells. People with thalassemia make less hemoglobin and fewer circulating red blood cells than normal, which results in mild or severe anemia Thalassemia can cause significant complications, including pneumonia, iron overload, bone deformities and cardiovascular illness.

30 Facts about Thalassemia in Sri Lanka Most common genetic disease in SL with early childhood death A child with Thalassemia born every four days in Sri Lanka Children with Thalassemia are subjected to: Average 200 hours of needle pain 54 pints of blood transfusion per annum Treatment cost of Rs. 800,000 per patient per year Can be 100% prevented through awareness.

31 Average Age of Prevalence Global Average Age: 12.6 (SD 5.9) Years Beta Thalassemia Male 11.9 (SD 3.8) Years Female 11.4 (SD 4.8 Years HbE/Beta Thalassemia Male 15.3 (SD 6.0) Years Female 16.1 (SD 5.6) Years

32 Thalassemia Free Sri Lanka Problem High Mortality Rate of Children due to Thalassemia Wrong blood type partner or silent carrier at marriage Objective To educate adolescents on checking their Thalassemia status Awareness of Marital partner s Thalassemia status Total Elimination of disease by 2020 by preventive methods Program Education on effects and prevention Awareness of available support and cure Support system to manage disease

33 Thalassemia Prevention Teenage screening Promoting safe marriages Education & Awareness Awareness Programs Campaigns (ATL/BTL) Professional Network partnering: Thalassemia Center Registrars of Marriage Rotary International

34 Teenage Screening Screening Protocol for >15-Year Olds Green card for healthy individuals Pink card & counseling for confirmed carriers Iron therapy for confirmed carriers through Thalassemia Center Counseling & Support program through islandwide centers Screening points at Marriage Registrar Offices and Thalassemia Centers island-wide

35 Safe Marriage Counseling and advice at the point of marriage registration Advice on Thalassemia Horoscope Options for free screening and follow up treatment & care

36 Safe Marriage Horoscope

37 Education & Awareness Village-wide Seminars Video Documentary Schools Awareness & Blood Donation Programs Live TV Discussions Fund Raising Projects TV Commercials

38 Professional Channels Registrar of Marriages Marriage Counseling Screening Referral Support Referral Awareness Support Thalassemia Centers for Treating Teenage Screening Medication Awareness Support Counseling Rotary Sponsored Programs Awareness Blood Donation

39 Summary All programs use a unique channel to generate CHANGE in behavior of the target group Students (Parallel Technology (ICT) Civil Service (Registrar of Marriages) Programs are still on-going with periodic reviews for progress and improvement

40 Thank You Q&A Shiraz Latiff Mobile: , Linkedin: shirazlatiff