social marketing ( pulse polio)

SOCIAL MARKETING Pulse Polio campaign

Ashiq sofi 29165

The concept of social marketing was given by Philip kotler and Gerald Zaltman in 1971. Social Marketing is a systematic application of marketing, along with the concepts and techniques, to achieve specific behavioural goals for social good. e.g Pulse polio eradication, using seat belts in car, not smoke in public places etc.

Social advertisement

POLIO POIO or Poliomyelitis, often

called polio or infantile paralysis, is an acute, viral, infectious disease spreads

from person to person, primarily via the fecal-oral route.

Humans are the only reservoir / Carrier of Polio Virus called Wild Polio Virus. It has three types 1, 2, 3. It is type 2 which is the first one to get eliminated, followed by type 3 & then type1 Polio Virus from the human environment. Elimination of type 2 virus generally indicates a good / Satisfactory Routine Immunization System / Coverage in an area. The country has already eliminated Type-2 Virus six years ago.

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Amitabh Bachchan on another storyboard,questioning why polio is still occurring in India

Today there is simply no moral or economic justification for any child anywhere in the world to be crippled by polio. -Dr. Gro Harlem Brundtland , Director - General

WHO - Frontline, April-May 2003  

-> In India, vaccination against Polio started in 1978 with Expanded Program in Immunization (EPI) with 28757 pulse polio cases. -> It was successful covering around 40% of all infants, giving 3 doses of OPV. -> In 1985, the Universal Immunization Program (UIP) was launched to cover all the districts of the country. -> UIP became a part of Child Survival and Safe Motherhood Program (CSSM) . -> This program led to a significant increase in coverage, up to 95%. The number of reported cases of polio also declined from 28,757 during 1987 to 3,265 in 1995.

83-85% off all new polio cases are now found in India.

In 1998, 1934 Polio cases

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A megaphone mounted on rickshaw to announcethe date of NID in village and district town

To fully eradicate polio from India, Amitab Bachan Ashwariya Rai, Shahrukh khan and sports person Sachin Tendulkar has been made Brand Ambassador by the health ministry.

Many problems were faced by the Health department to eradicate polio from most affected areas of India like Bihar and U.P. Pattern of resistance-> The need to address knowledge gap was increasingly critical, especially among marginalized, underserved communities. who were mostly illiterate and deprived of access to information.OPV causes infertility in children-> In many states, the frequent OPV rounds had discernibly fueled fears about the true purpose of the vaccine. Words began to circulate that OPV was a contraceptive designed to control fertility in children.

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OPV is useless since it cannot not protect children from paralysis

“One of my nephews who was 7 months old fell ill and died a year ago. He had been given polio vaccine but he still developed polio…..Thus even if we give the vaccine our children are liable to get polio.” – Rahmat, Hindu Khera, Sambhal, Moradabad

“My neighbour’s son developed polio when had was two years old. He had been given the vaccine many times.” – Pushpa, 30, Karula, Moradabad in an in-depth interview

Various other reasons like religion, cast and creed had been excuses of different communities and had been one of reasons of new polio cases and the affected areas were Bihar and U.P and some parts of Delhi.

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A mother, believing OPV would cause infertility, refused to lether son be immunized

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Last year(2010): Out of 42 polio cases reported at the National Level in the year 2010, of which 18 cases were of P 1 wild and 24 cases of P 3 wild polio virus. Uttar Pradesh accounted for 10 cases and Bihar for 9 cases & West Bengal for 8 cases and Delhi, due to its close proximity to UP and high inflow of floating population from UP and Bihar (settling in slums eventually)

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FIGURE 3: REPORTED CASES OF VACCINE PREVENTABLE DISEASES 1988-2002

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Majority of countries in the world are polio free and only four countries are still polio endemic: Nigeria, India, Pakistan and Afghanistan. WHO / TAG accords the certification – POLIO FREE after a country hasremained polio free for at least 3 years consecutively.

The fight against polio is still on in some parts of U.P, Bihar and Dehli where some polio cases were found In 2011.

Thank you