We identified 35 studies that assessed the effectiveness of social marketing on behavioral factors, behavior change, and health outcomes related to child survival: 19 studies on diarrhea prevention, water treatment, sanitation, and hygiene; 15 studies on nutrition; 1 study on maternal-neonatal mortality; and 1 study on the integrated management of childhood illness:
23 studies found changes in behavioral factors such as improved beliefs about anemia and knowledge of diarrhea treatments and proper hygiene practices. Evidence from these studies also found improvements in purchasing and ownership of household latrines, iron-fortified products, hygiene kits, and water treatment products.
29 studies found changes in behaviors, including: pregnant women’s rate of attendance at antenatal care services and increased breastfeeding, and children’s consumption of nutrient-rich and fortified foods. Studies also found improvements in handwashing practices, use of oral rehydration salts and water treatment products, and timely treatment-seeking for children’s fever and diarrhea episodes.
23 studies found changes in health outcomes, such as reductions in incidence of diarrheal disease and stunting among children under the age of five, improved hemoglobin and serum retinol levels among children.
Eight child survival studies had Social Marketing Benchmark Criteria scores of 6 or higher.
Click the button to download a PDF with summary results from the child survival studies included in the Social Marketing Evidence Base.