Social Marketing Experience: A Study of Child Survival in Population International (PSI) Ethiopia

Abstract

The main objective of this study is to assess the social marketing experience of PSI Ethiopia in reducing the level of infant and child mortality through its Child Survival (CS) program. Data for the study were drawn from Nefasisilike Lafto sub-city (Kebele 09/14, 08/13) of Addis Ababa region. A total of 250 questionnaires were distributed and 200 questionnaires were collected and used in the study. Descriptive method of analysis together with cross tabulation (chi-square) analysis and correlation analysis were used to analyze the data collected using structured questionnaire. Additionally, attempts were made to interpret the contextual facts and figures reflected by the participants come across interview sessions with service providers. The study revels that a large number of respondents were accessible to messages deliver through TV and Radio by PSI Ethiopia regarding their programs targeted to CS. However, among variety of CS products, respondents were found to be more familiar to ORS and Water Guard. From the socio-demographic factors, females/mothers seemed to have an orientation towards attitudinal change about CS programs than males, and found to be agreed on the curing capacity of CS products, their affordability, and availability across pharmacies/health clinics. However, customers could not get any of the CS products from PSI Ethiopia’s service centers.