Mexico is the second-largest country in the Americas and among the top 12 largest economies in the world. In spite of its size and strong economy, it possesses a highly polarized citizenry. For example, San Pedro Garza García, in the State of Nuevo León, has a human development index (HDI) on par with Germany, while Metlatonoc, in the state of Guerrero, has an HDI similar to that of Guyana. This economic diversity is in place both regionally with the North-South divide and demographically with poor rural areas and richer urban areas. Health problems are not isolated to lower socioeconomic groups. For example, obesity is a growing health problem that transcends financial status.
PSI/Mexico was established in 2003 to focus on HIV prevention. In 2007 it added reproductive health and in 2008 it added obesity prevention to its portfolio. As a nonprofit charitable organization, PSI/Mexico aims to improve the health of low income and vulnerable Mexicans using evidence-based, commercial marketing strategies. Staff specializes in social marketing, organizational management, finance and administration, and research and evaluation.
PSI/Mexico’s HIV behavior change communication (BCC) programs target high-risk populations, such as men who have sex with men, commercial sex workers and their clients, intravenous drug users and prisoners. In addition to its own 24-member BCC staff, PSI/Mexico subcontracts with smaller, local NGOs to strengthen its programs. Prevention programs implement an average of 12,000 activities annually that reach almost 110,000 people.
The program increases condom availability by identifying underserved areas and distributing and promoting several condom brand options, by using market segmentation strategies. Staff members use mapping tools to identify coverage gaps and classify outlets by socioeconomic status, target audiences and other relevant criteria.
Trained youth leaders use blogs, posters, stickers and guerilla marketing techniques to promote safe-sex behaviors. For example, peer leaders produce a 30-minute, live, weekly radio program to discuss information on sexual and reproductive health.
- U.S. Agency for International Development
- The Summit Foundation
- Mexican National Center for the Prevention and Control of HIV/AIDS (CENSIDA)
- The World Bank
- Innovation Funding from PSI
- State-level HIV programs
- Health Policy International
- National Institute of Public Health
- Secretary for Social Development
- Local NGOs in six states
- 2012 Mid Year Region and Country Dashboards, Latin America and the Caribbean
- 2011 Region and Country Dashboards, Latin America and the Caribbean
- “Aliviánate, Sacude tu vida”: promoting positive attitudes toward physical activity and drinking water among youth aged 14‐ 18 in the State of Mexico.” Pilot project for overweight and obesity prevention among adolescents in Mexico (2010).
George Washington University School of Public Health and Health Services
The Role of Social Marketing in Childhood Obesity Prevention
November 18, 2011
Pamela Faura, Country Representative, PSI/Mexico
- Harm Reduction Conference 2010: Mexico – Decrease needle sharing among IDUs
- Changing behavior of IDUs in Mexico
- Impact December 2009