UA Open Access Publishing Fund / Local governments in both Mexico and the U.S. spend considerable money on public
services, which do not always bring the expected results. For instance, a large part of the
public budget is destined to solve social and health problems, such as public sanitation.
Government has attacked the problem by providing public sanitation infrastructure (such
as garbage and recycling receptacles) and by using social ad campaigns. However, these
efforts do not always affect the habits of residents and bring the desired changes in
city sanitation. This article presents a case study that used a participatory method to
address an innovative city sanitation effort: The Clean City Program in Puebla, Mexico.
This program adopted social marketing techniques, a discipline born in the 70s when the
principles and practices developed to sell products and services started to be applied
to sell ideas, attitudes, or behaviors. Social marketing programs have been adopted by
governments to change attitudes and behavior in areas such as public services. The
article first describes the context and strategies of the program, which included the use
of the promotora model to engage community members. The researchers then make
use of qualitative data gathered throughout program planning and implementation to
evaluate the impact of the social marketing programs and its effectiveness. The article
analyzes social, educational, economic, demographic, and cultural factors that influence
the effectiveness of sanitation programs and presents recommendations for strategies to
engage community members in community sanitation programs.
| Identifer | oai:union.ndltd.org:arizona.edu/oai:arizona.openrepository.com:10150/621248 |
| Date | 01 September 2015 |
| Creators | Fernandez-Haddad, Marilu, Ingram, Maia |
| Contributors | College of Public Health, University of Arizona |
| Publisher | Frontiers |
| Source Sets | University of Arizona |
| Language | English |
| Detected Language | English |
| Type | Article |
| Rights | Copyright © 2015 Fernandez-Haddad and Ingram. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). |
| Relation | http://journal.frontiersin.org/article/10.3389/fpubh.2015.00201 |
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