Social mobilization and social marketing to promote NaFeEDTA-fortified soya sauce in an iron-deficient population through a public–private partnership

Abstract

AbstractObjectiveThe present pilot project aimed to assess the effectiveness of social mobilization and social marketing in improving knowledge, attitudes and practices (KAP) and Fe status in an Fe-deficient population.DesignIn an uncontrolled, before–after, community-based study, social mobilization and social marketing strategies were applied. The main outcomes included KAP and Hb level and were measured at baseline, 1 year later and 2 years later.SettingOne urban county and two rural counties in Shijiazhuang Municipality, Hebei Province, China.SubjectsAdult women older than 20 years of age and young children aged from 3 to 7 years were selected from three counties to attend the evaluation protocol.ResultsAfter 1 year, most knowledge and attitudes had changed positively towards the prevention and control of anaemia. The percentage of women who had adopted NaFeEDTA-fortified soya sauce increased from 8·9 % to 36·6 % (P ≤ 0·001). After 2 years, Hb levels had increased substantially, by 9·0 g/l (P ≤ 0·001) in adult women and 7·7 g/l (P ≤ 0·001) in young children.ConclusionSocial mobilization and social marketing activities had a positive impact on the KAP of adult women, and resulted in marked improvements in Hb levels in both adult women and young children. This should be recommended as a national preventive strategy to prevent and control Fe deficiency and Fe-deficiency anaemia.