Summits - SBCC and C4D
Gathering in person to advance informed and engaged societies
Summits - SBCC and C4D
After nearly 28 years, The Communication Initiative (The CI) Global is entering a new chapter. Following a period of transition, the global website has been transferred to the University of the Witwatersrand (Wits) in South Africa, where it will be administered by the Social and Behaviour Change Communication Division. Wits' commitment to social change and justice makes it a trusted steward for The CI's legacy and future.
 
Co-founder Victoria Martin is pleased to see this work continue under Wits' leadership. Victoria knows that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction.
 
We honour the team and partners who sustained The CI for decades. Meanwhile, La Iniciativa de Comunicación (CILA) continues independently at cila.comminitcila.com and is linked with The CI Global site.
Time to read
less than
1 minute
Print
a- a+
Published 13 years ago
Last updated 2 years ago
Read so far

Nutrition communication using social-marketing techniques to combat vitamin A deficiency: results of summative evaluation

0 comments

Nayak, M. U., V. Shahnaz, et al. (2001). "Nutrition communication using social-marketing techniques to combat vitamin A deficiency: results of summative evaluation." Food and Nutrition Bulletin 22(4): 454-465.

Objective: The operational feasibility was investigated of adopting a social-marketing approach to develop a community programme of nutrition communication to promote consumption of vitamin A-rich foods.

Methods: Five comparable villages in a developmentally backward and drought-prone district in southern India (Andhra Pradesh) were selected [date not given]. In two experimental villages, social-marketing strategy was adopted for nutrition communication, while conventional nutritional education was implemented in two positive control villages. A large village did not receive any intervention and served as the negative control. This communication presents the results of the intervention programmes carried out in the study areas over a period of one year.

Results: The results indicated that the knowledge, attitude, and practices among mothers of preschool children about vitamin A improved significantly in the experimental area after intervention. There was a fourfold increase in the intake of vitamin A-rich foods among preschool children in the experimental area, as compared with a twofold increase in the positive control. There was no change in the negative control area. There was a significant decrease in the prevalence of Bitot's spots after intervention in the experimental area (P<0.05). There was no change in the other two areas.

Conclusion: The study demonstrated the effectiveness of a social-marketing strategy for nutrition communication for the prevention and control of micronutrient deficiencies and the need for adopting innovative strategies for communicating nutrition messages.