Introduction
Social marketing is often regarded as an effective tool for improving the healthcare initiatives, and related aspects of demographic situation in the world. The DKT initiatives aimed at providing cheap and available contraceptives is associated with the proper combination of business initiative and observation of public healthcare values.
Assessment
In fact, the initiative by DKT may be regarded from several perspectives. It is generally stated that public healthcare principles are based on the necessity to make pharmaceuticals available, while the way of making them available differ depending on the circumstances. As it is stated on the DKT web page (DKT, 2011, p.1):
DKT also strengthens the capacity of health care providers to provide affordable and effective family planning and HIV/AIDS prevention services. In countries like Sudan, DKT works closely with physicians, clinicians, and midwives to deliver high-quality products and services, including proper counseling for patients.
In the light of this statement, it should be emphasized that the actual importance of this initiative is explained by the tight cooperation of the DKT with various pharmaceutical manufacturers, and offers its services for the people who need contraception. On the one hand this may be a tool for regulating demographic situation in the countries like India, China, or Countries of central Africa. On the other hand, this is an important measure for HIV/AIDS prevention.
Analysis
Considering the unforeseen consequences of the regarded campaign, it should be stated that risks are numerous, however, any initiative is risky. Therefore, the company could face a problem when people would resell contraceptives, thus, speculating the entire idea of improving health prevention initiative. Considering the fact that the company develops cost effective behavior associated with the change campaigns, condoms, contraceptives and safe abortion products delivered by DKT may be commercialized, or become the object of harassment by bureaucracy, or business structures involved into the pharmaceutical business.
The primary aim of social marketing is the social good; however, the DKT can not give the contraceptives for free. This fact may be used by antimonopoly committee for preventing the effective performance of the organization; however, the key reason why these problems may occur is closely associated with corruption and bribery. (Goldberg and Fishbein, 2007)
Just Say Trust
Just say Trust campaign is mainly associated with HIV/AIDS prevention, and the aspects of family planning. In fact, the general aspects of this campaign involve marketing interest, as well as social good intention, therefore, while the campaign in the developing countries makes emphasis on the social aspect of contraception, the developed countries will stipulate the necessity to emphasize the marketing aspect. However, the problem of abortions, family planning, STDs and HIV/AIDS is actual for the developed states as well, consequently, everything will depend on the backgrounds and aims of the campaign.
The principles of health promotion observed by the initiators of Just Say Trust campaign are based on the necessity to make people gain better control over their health, and improve it. This is the key objective of health promotion, and as it is emphasized by Kennedy (2010), public health officials tend to reduce health promotion. This is explained by the changing risk factors associated with human behavior.
Conclusion
Social marketing for healthcare is closely associated with the human behavior, and protection of human health. The initiatives by the DKT and Just say Trust are intended to resolve the problems of STDs and family planning, however, they will not be effective in developed countries.
Reference List
DKT (2011) How Social Marketing Changes Lives. DKT International. Web.
Goldberg, M., Fishbein, M. (2007) Social Marketing: Theoretical and Practical Perspectives. Lawrence Erlbaum Associates Inc. New Jersey.
Kennedy, A. (2010). Using Community-Based Social Marketing Techniques to Enhance Environmental Regulation. Sustainability, 2(4), 1138-1160