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Reading: Social marketing leverage for heart health: The Ekaterinburg experience

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Social marketing leverage for heart health: The Ekaterinburg experience

Authors:

Sania Nishtar,

Heartfile, 1 Park Road, Chak Shazad, Islamabad, PK
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Helen Alderson,

World Heart federation, 7 rue des Battoirs, CH-1211 Geneva, CH
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Danielle Grizeau-Clemens ,

World Heart federation, 7 rue des Battoirs, CH-1211 Geneva, CH
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Svetlana Anatolievna Shalnova,

Russian society of Cardiology, 10 Petroverigsky Lane, 101990 Moscow, RU
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Galina Kolotova

Ekaterinburg City, Public Health Care Administration, 19 Turgeneva Street, 620075 Ekaterinburg, RU
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Abstract

The Russian Federation has one of the lowest life expectancies in Europe, as well as having the highest rates of death and disability due to cardiovascular disease (CVD). In order to sensitize the professional and public-health community and the public to the growing challenge of cardiovascular disease, the World Heart Federation, in partnership with the Russian Society of Cardiology and the City Public Health Care Administration and with the support of Unilever Bestfoods, carried out a pilot social marketing project in the central Russian city of Ekaterinburg. The primary objective was to assess the viability of a cardiovascular disease-focused social marketing campaign in terms of its diffusion in the population and its acceptability. The social marketing campaign itself involved community interventions, a mass media campaign and training of health care professionals. Progress towards achieving this and the secondary objectives were measured by evaluating changes in a set of predetermined output and outcome indicators. A pre-test/post-test controlgroup quasi-experimental design was used for examining project outcomes. The results showed a significant level of acceptability and diffusion, which need to be further developed for large-scale use. Because of its short duration, the project cannot be held to expectations of influencing behavioural risk, but in terms of meeting its primary objective, it has been successful.

How to Cite: Nishtar S, Alderson H, Grizeau-Clemens D, Shalnova SA, Kolotova G. Social marketing leverage for heart health: The Ekaterinburg experience. Global Heart. 2008;3(2):61–8. DOI: http://doi.org/10.1016/j.precon.2007.10.002
Published on 01 Apr 2008.

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