Understanding The Social Marketing Techniques to Improve Health Behaviours in Egypt
DOI:
https://doi.org/10.56830/IJAMS10202503Keywords:
Changing Behaviours, Social Marketing, Nudging, Developing country, Public healthAbstract
Developed countries have a growing use of social marketing tools to improve the public health sector. This study explores whether nudging can replace traditional marketing instruments like broadcast (TV, Radio) in developing countries, as long as nudging considers a process of communicating marketing messages that encourage desired behaviour, appealing to the psychology of the individual. So, we evaluated the first phase of one of Egypt's most extensive public health campaigns, which aimed to improve the population's public health. To achieve that, we conducted a theoretical study. We conducted thirteen interviews with doctors and one with a policymaker in the health ministry in Egypt, which allowed us to understand the social marketing techniques that the Egyptian government used. We found that community leaders played a considerable role in impacting people's behaviours with the support of using ‘choice architecture’, which refers to the setting or environment of choice, while nudges are changes in the design of this choice environment to push Egyptian citizens to do health check-ups. Community leaders and choice architecture effectively impacted Egyptian citizens' decision to have health check-ups. We discuss some government interventions, like choice architecture, to understand their impact on public health behaviour in Egypt, to understand if it would be an effective and cheaper tool for policymakers regarding Egyptian citizens' behaviours.
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