Using modern marketing techniques for nutrition education : Ecuador, final report

A SURVEY OF NEARLY 2,800 RESPONDENTS AT THE END OF THE TWO-AND-A-HALF YEAR PROJECT DETERMINED THE CHANGES IN BEHAVIOR, KNOWLEDGE, AND ATTITUDES ABOUT HEALTH AND NUTRITION FOLLOWING RADIO AND TELEVISION TRANSMISSION OF SHORT MESSAGES ON NUTRITION EDUCATION. A DESCRIPTIVE ANALYSIS OF THE PROJECT SETTING FORTH A "REACH AND FREQUENCY" TECHNIQUE APPROPRIATE FOR OTHER COUNTRIES IS PRESENTED, AS ARE THE PROCESSES OF PLANNING, EXECUTING, AND EVALUATING SUCH A PROJECT. A SECOND SECTION OF THE REPORT DESCRIBES THE OBJECTIVES OF RESEARCH IN THE PROJECT: (1) REFINING THE DESIGN TO MAKE SURE MESSAGES WERE MEANINGFUL AND MOTIVATING, AND (2) INTERPRETING THE IMPACT OF THE CAMPAIGN ON TARGET AUDIENCES. RESULTS SHOWED THAT SUCH A TECHNIQUE CAN BE USED TO REACH RURAL MOTHERS, FARMERS, AND YOUNG PEOPLE WITHOUT A LARGE FINANCIAL INVESTMENT. THE APPENDICES INCLUDE THE SURVEY, QUESTIONNAIRE, PLUS CODE SHEETS AND GUIDES.