Social Marketing is an Integral Approach in Scaling-up Consumption of Iron-fortified Rice

Abstract

Objectives: This study aims to evaluate the importance of social marketing in scaling-up the consumption of iron fortified rice (IFR) in the community. Methods: Seven municipalities and one city in Zambales were randomly grouped into sentinel and non-sentinel sites. In the sentinel sites, local government units (LGU) monitored the continuous supply of IFR. Radio broadcast, distribution of locally developed IEC materials and lecture sessions were conducted by the LGU. The National Resource Team extended technical assistance through - out the study and had established feedback mechanism with the LGU. In the non-sentinel sites, IEC materials were endorsed to the LGU. In both areas, the Local Chief Executives were oriented about the project. Parents of schoolchildren were interviewed on socio-economic, knowledge, attitude and practices about iron - related topics Results: About 50.9% of families are below the poverty threshold and 33.9% are food poor. There was a significant increase in knowledge about iron from base to end of study at both sentinel (30.2% to 97.5%) and non-sentinel (30.2% to 95.7%) sites. However, among those who have correct answers on the good food sources of iron, significantly higher increment was observed in the sentinel than in the non-sentinel sites. A significantly higher increase in the percentage of parents buying IFR resulted in the sentinel sites (51.4%) than in the non-sentinel sites (33.3%) Conclusions: Locally supported social marketing using locally developed and culturally acceptable materials is an effective approach to scale-up the consumption of iron-fortified rice in the community.