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Evaluation of a social marketing intervention promoting oral rehydration salts in Burundi.doc

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Evaluation of a social marketing intervention promoting oral rehydration salts in Burundi

Kassegneetal.BMCPublicHealth2011,11:155 /1471-2458/11/155 RESEARCH ARTICLE OpenAccess Evaluationofasocialmarketingintervention promotingoralrehydrationsaltsinBurundi SethsonKassegne1,MeganBKays2*,JeromeNzohabonayo3 Abstract Background:DiarrheaisthesecondleadingcauseofdeathforchildrenunderfiveinBurundi;however,useof oralrehydrationsalts(ORS),therecommendedfirst-linetreatment,remainslow.In2004,PSI/Burundilauncheda socialmarketinginterventiontopromoteORASELamongcaregiversofchildrenunderfive;theproductwas relaunchedin2006withanewflavor.ThisstudyevaluatestheinterventionaftertheORASELrelaunch,which includedmassmediaandinterpersonalcommunicationactivities.ThestudylooksattrendsinORASELusein Burundiandinbehavioraldeterminantsthatmayberelatedtoitsuse. Methods:In2006and2007,PSIconductedhouseholdsurveysamongBurundianfemalesofreproductiveage (15-49).Bothsurveysusedatwo-stagesamplingprocesstoselect30householdsineachof115ruralandurban collinesthroughoutthenation.Surveyrespondentswereaskedaboutdiarrheatreatment-relatedbehavior;key behavioraldeterminants;andexposuretotheORASELintervention.Datawereanalyzedtoidentifytrendsover time,characteristicsofORASELusers,andassociationsbetweenexposuretotheinterventionandchangesin ORASELuseandrelatedbehavioraldeterminants. Results:ORASELuseamongcaregiversattheirchildren’slastdiarrhealepisodeincreasedsignificantlyfrom20%in 2006to30%in2007,andtherewerealsodesirablechangesinseveralbehavioraldeterminantsassociatedwith ORASELuse.Evaluationanalysisshowedthatahigherlevelofexposuretothesocialmarketingcampaignwas associatedwithgreateruseofORASELandwithsignificantimprovementsinperceivedavailability,knowledgeof thesignsofdiarrheaanddehydration,socialsupport,andself-efficacy. Conclusions:ORSusecanbeimprovedthroughsocialmarketingandeducationalcampaignsthatmakethe publicawareoftheavailabilityoftheproduct,encouragedialogueaboutitsuse,andincreaseskillsandconfidence relatingtocorrectproductpreparationandadministration.FurtherinterventionsinBurundiandelsewheres