TY - JOUR
T1 - The role of promotoras in community-based social marketing
T2 - anti-littering interventions
AU - Fernandez-Haddad, Marilu
AU - Aguirre, Amanda
AU - Ingram, Maia
N1 - Funding Information:
The authors wish to acknowledge the financial support provided by The Puentes Consortium which made this study possible.
Publisher Copyright:
© 2021, Emerald Publishing Limited.
PY - 2021/11/23
Y1 - 2021/11/23
N2 - Purpose: This study aims to explore the role of community health workers (promotoras) as a vehicle to identify and involve stakeholders in cleaning the environment in two community-based social marketing (CBSM) interventions. Design/methodology/approach: This paper evaluates two CBSM interventions that used a promotora model to address city cleaning efforts; one in Puebla, Mexico and the other in San Luis, Arizona, USA. The qualitative methods included as follows: 25 in-depth and short interviews with managers, residents and promotoras and observational data on the sites with the cleanliness issues which were the focus of the interventions. Open-ended qualitative responses were analyzed for recurring themes. Findings: This research advances in the area of CBSM by presenting the figure of the “promotora” as a key element that helped to involve diverse groups of stakeholders as active members in two CBSM interventions, and who also facilitated socialization, penetration and co-responsibility in the community in two cleaning interventions. Promotoras have the knowledge of community conditions and the skills necessary to engage community stakeholders in the objectives of a program with community level benefits. Originality/value: This comparative analysis identifies that CBSM interventions that include promotoras can engage a diverse group of stakeholders achieving participation and co-responsibility in cleaning their environment.
AB - Purpose: This study aims to explore the role of community health workers (promotoras) as a vehicle to identify and involve stakeholders in cleaning the environment in two community-based social marketing (CBSM) interventions. Design/methodology/approach: This paper evaluates two CBSM interventions that used a promotora model to address city cleaning efforts; one in Puebla, Mexico and the other in San Luis, Arizona, USA. The qualitative methods included as follows: 25 in-depth and short interviews with managers, residents and promotoras and observational data on the sites with the cleanliness issues which were the focus of the interventions. Open-ended qualitative responses were analyzed for recurring themes. Findings: This research advances in the area of CBSM by presenting the figure of the “promotora” as a key element that helped to involve diverse groups of stakeholders as active members in two CBSM interventions, and who also facilitated socialization, penetration and co-responsibility in the community in two cleaning interventions. Promotoras have the knowledge of community conditions and the skills necessary to engage community stakeholders in the objectives of a program with community level benefits. Originality/value: This comparative analysis identifies that CBSM interventions that include promotoras can engage a diverse group of stakeholders achieving participation and co-responsibility in cleaning their environment.
KW - Anti-littering
KW - Community-based social marketing
KW - Promotoras
KW - Public health
KW - Stakeholder theory
UR - http://www.scopus.com/inward/record.url?scp=85116664969&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85116664969&partnerID=8YFLogxK
U2 - 10.1108/JSOCM-11-2019-0197
DO - 10.1108/JSOCM-11-2019-0197
M3 - Article
AN - SCOPUS:85116664969
SN - 2042-6763
VL - 11
SP - 597
EP - 615
JO - Journal of Social Marketing
JF - Journal of Social Marketing
IS - 4
ER -