Social marketing strategy for promotion of iodized salt in Egypt

ABSTRACT

Despite the fact that the iodized salt program has been implemented in Egypt since 1996, yet Egypt health Demographic survey [DHS/2001] revealed that household iodized consumption at the national level was only [56%]. One of the main reasons behind such a low figure is lack of consumer awareness. Accordingly the National Nutrition Institute NNI [in collaboration with MOHP /UNICEF Egypt] planned and implemented a marketing strategy to demonstrate its impact in creating consumer demand for use of iodized salt in two Egyptian governorates with the least household consumption levels [Gharbia and Fayoum]. A Qualitative study using focus group discussion technique was carried out followed by development of educational communication materials. Social marketing activities included; advocacy and orientation meetings- local committee formulation- training of community volunteers- two launching meetings for the campaign- promotional communication activities in [schools, health centers, agricultural extension units, religious sites and mass media channels]. Monitoring and evaluation of the social marketing campaign activities was made. A field survey of the iodized salt status at retail and household levels at the end of the campaign showed improvement by almost 1.6 times in Gharbia and 2.5 times in Fayoum. It was concluded that using a social marketing approach for promotion of the iodized salt program is an important and effective strategy, which should be expanded in other Egyptian governorates together with legislation and control of illegal salt availability at market level and increased provision of iodized salt availability for consumer purchase