Effectiveness of a social marketing intervention on mass filariasis drug administration campaign in Kanchanaburi provinces

Abstract

This study was an evaluation research aimed at evaluating the effectiveness of using social marketing on a filariasis mass drug administration (MDA) campaign, focussing on information receiving and taking MDA. Quantitative data was collected by questionnaires answered by 166 individuals. In addition, qualitative data was collected by interviewing 20 individuals. The result revealed that most people received information on the campaign programme (98.8%). Propagation was launched by the distribution of posters, broadcasting on community radio and mobile car. Following the propagation, drug compliance was higher in 2006 (92.64%) compared with 41.15% in 2005. This study showed that the application of a social marketing on the MDA campaign increased the effectiveness of information received by the people. Therefore understanding the group of people before planning the program is a key strategy to be used for providing suitable media to information receiver. The cooperation among people in the community was also very important for the success. Control programme managers should have knowledge about choosing the correct behavior theory and applications for future campaigns.