Social Marketing

Social Marketing

Social marketing was introduced as a program couple of years back and ever since it has become an integral part of HANDS programs. The primary aim of social marketing is "social good" and it focuses on achieving specific behavioral goals related to health, sustainability, recycling etc. among specific audience. The social marketing focuses on the consumer, on learning what people want and need rather than to persuade them to buy as product consumer. An example of social marketing is a long term beneficial campaign that promotes and reminds people to get regular checkups and all of their vaccination on time. Social marketing seeks to influence social behaviors, not to benefit the marketer, but to benefit the target audience and the general society. HANDS has used social marketing especially in health program for promotion of family planning products, Oral Rehydration Therapy (ORT), iodised salt and use of sanitary pads.

Best Practice Service Models


Community Health Workers (MARVI)

HANDS Community Health Worker (CHW/MARVI) is the best practice model of social marketing specially in areas where there is no LHW. Though MARVI is trained and monitored by health promotion program, yet she works as change agent and markets products for social good. MARVI worker strategy has been designed not only to cater the health needs of the community but also act as social marketing agent for health products and behavioral change. The MARVIs are regularly monitored and supervised by HANDS staff.

The objectives of this model are to:
 Improve health behaviors (reproductive health and family planning etc.) in marginalized communities of the country through social marketing particularly in non-LHW areas.
 Provide health products at subsidised costs to marginalised communities.

 Identification of MARVI by Community Based Organization (CBO)
 Signing of Memorandum of Understanding (MoU) with CBO and MARVI
 Training of MARVI
 Establishment of MARVI Markaz (Health House)
 Supplies to MARVI - equipment, essential medicines and social marketing products
 Initiation of health services including home visits and health awareness sessions
 Monitoring and supervision
 Monthly meeting between HANDS and CBO for progress sharing
 Development of Monthly Progress Report

Services Provided by MARVI:
 Mobilization of pregnant women for antenatal services
 Mobilization of pregnant women for postnatal services
 Demand creation and sale of Social Marketing Products (Family Planning methods, safe delivery kit, iodised salt, oral rehydration salt, essential medicines)
 Essential drugs for treatment of common ailments including:
 Acute Respiratory Infection (ARI)
 Diarrhea
 Malaria
 Common skin diseases
 Growth monitoring of under 3 year children
 Referral of normal delivery to trained Traditional Birth Attended (TBA) or Community Midwife (CMW)
 Referrals of complicated cases to nearby health facility
 Facilitation for Expanded Program on Immunization (EPI)
 Health awareness session and health education on community home visits.

For the community health worker model 1000 MARVIs have been trained in 09 districts of Sindh which included 327 in Umerkot, 201 in Sanghar, 200 in Ghotki, 200 in Dadu, 27 in Thatta, 21 in Karachi, 10 in Jacobabad and 03 in Matiari. These MARVIs worked for health promotion as well as change agents for social marketing of tangible and non-tangible health products in marginalised communities.