The Lulun Project's social marketing strategy in a trial to introduce eggs during complementary feeding in Ecuador.

ABSTRACT: The Lulun Project incorporated a social marketing strategy that accompanied a randomized controlled trial (RCT) of a food-based intervention that introduced eggs into the complementary feeding diet of Ecuadorian infants. This strategy was designed to promote behaviour change, in this case, egg consumption, through voluntary prosocial behaviour, empowerment, and brand loyalty. A three-phase social marketing strategy (design, campaigns, and evaluation) contributed to our successful RTC by applying techniques drawn from marketing, publicity, design, and communications. To develop the strategy, we conducted (a) market research focused on culturally based norms, values, and local expectations; (b) a situational assessment based on the four Ps of social marketing (people, product, place, and pri

SUBMITTER: Gallegos-Riofrio CA 

PROVIDER: S-EPMC6865975 | biostudies-literature | 2018 Oct

REPOSITORIES: biostudies-literature