Design of a social marketing plan on salt reduction for the control and treatment of noncommunicable diseases in Costa Rica
Date
2023-11-28
Journal Title
Journal ISSN
Volume Title
Publisher
Scientific Research Publishing Inc.
Abstract
High blood pressure and other non-communicable diseases associated with excessive salt/sodium consumption represent a major challenge to the health of the world’s population. Consumption is a human behavior that is usually influenced by both internal and external factors. The design of a national social marketing intervention is described. Its purpose is to promote changes in this behavior, through gradual reduction of salt/sodium consumption in the target populations of Costa Rica. By analyzing research data, marketing mix components were determined for designing the intervention. The marketing strategy is promotional and is based on encouraging a natural diet with less sodium using natural seasonings and adding less discretional salt and high-sodium products in the preparation of food and dishes. The primary key audience is the mother of the school-aged child, and the secondary is the adult caregivers of this child. It is expected that in the short term, health promoters from different government and non-state sectors will contribute to the implementation of the national social marketing plan, to achieve, in the medium or long term, a consumption that approaches five grams of salt per person per day.
Description
item.page.type
Journal (Full)
item.page.format
Keywords
SALT, SODIUM INTAKE, NON-COMMUNICABLE DISEASES, NUTRITION AND PUBLIC HEALTH, SOCIAL MARKETING, BEHAVIOUR CHANGE, COSTA RICA, NORTH AND CENTRAL AMERICA