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Social Branding for Health Promotion against Non-Communicable Diseases in Maharashtra, India

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Title: Social Branding for Health Promotion against Non-Communicable Diseases in Maharashtra, India
Language: English
Authors: M. Rajashekhar (ORCID 0009-0007-0682-2581), Radhika Sharma, Abhishek V. Raut (ORCID 0000-0001-5671-5329), Ashwini Kalantri, Subodh S. Gupta (ORCID 0000-0002-4412-9389), The VCaN Collaboration Team
Source: Health Education Journal. 2024 83(7):784-795.
Availability: SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: https://sagepub.com
Peer Reviewed: Y
Page Count: 12
Publication Date: 2024
Document Type: Journal Articles
Reports - Research
Descriptors: Foreign Countries, Public Health, Health Promotion, Advertising, Social Attitudes, Stakeholders, Partnerships in Education, School Community Relationship, Culturally Relevant Education, Health Behavior, Diseases, Chronic Illness, Indians, Self Help Programs, Schools, Local Government, Government School Relationship
Geographic Terms: India
DOI: 10.1177/00178969241287706
ISSN: 0017-8969
1748-8176
Abstract: Introduction: The burden of non-communicable diseases (NCDs) is a major challenge for countries, regardless of their level of development. Social branding is an emerging approach to health promotion for NCD prevention. In this paper, the process of social branding is documented as a case study to help researchers develop similar kinds of interventions in the settings in which they work. Methods: The process of developing a social brand is documented through conversations with the project team, observations in the field, interaction with community local members, and information gathered through photographs, videos and newspaper clippings. Results: The social brand focused upon in this study was named the "Aarogyachi Vaari" (Health Pilgrimage) inspired by the "Pandrapur Wari," a religious pilgrimage undertaken in the state of Maharashtra, India. Various stakeholders from self-help groups, panchayat raj institutions and schools from the local village collaborated successfully to implement the health event in a manner similar to the way in which diverse religious groups come together for the Pandrapur Wari religious pilgrimage. The Aarogyachi Vaari took the form of a strategically planned health event consisting of various health promotion stalls, many developed by local villagers themselves. The organisation of the event was aided by resource mobilisation within the local community. Discussion: Social branding can be an effective tool for health promotion in community settings. Studying people's cultural preferences and what makes them feel connected and excited can lay the foundations for the creation of a social brand that reflects their choices and helps them take up healthy behaviours on their own. It is possible to mobilise a community for health through social branding that is culturally relevant and connected to the interests and priorities of local people.
Abstractor: As Provided
Entry Date: 2024
Accession Number: EJ1445515
Database: ERIC
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  Data: Social Branding for Health Promotion against Non-Communicable Diseases in Maharashtra, India
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  Data: <searchLink fieldCode="AR" term="%22M%2E+Rajashekhar%22">M. Rajashekhar</searchLink> (ORCID <externalLink term="https://orcid.org/0009-0007-0682-2581">0009-0007-0682-2581</externalLink>)<br /><searchLink fieldCode="AR" term="%22Radhika+Sharma%22">Radhika Sharma</searchLink><br /><searchLink fieldCode="AR" term="%22Abhishek+V%2E+Raut%22">Abhishek V. Raut</searchLink> (ORCID <externalLink term="https://orcid.org/0000-0001-5671-5329">0000-0001-5671-5329</externalLink>)<br /><searchLink fieldCode="AR" term="%22Ashwini+Kalantri%22">Ashwini Kalantri</searchLink><br /><searchLink fieldCode="AR" term="%22Subodh+S%2E+Gupta%22">Subodh S. Gupta</searchLink> (ORCID <externalLink term="https://orcid.org/0000-0002-4412-9389">0000-0002-4412-9389</externalLink>)<br /><searchLink fieldCode="AR" term="%22The+VCaN+Collaboration+Team%22">The VCaN Collaboration Team</searchLink>
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  Data: <searchLink fieldCode="SO" term="%22Health+Education+Journal%22"><i>Health Education Journal</i></searchLink>. 2024 83(7):784-795.
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  Data: SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: https://sagepub.com
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  Data: Journal Articles<br />Reports - Research
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  Data: <searchLink fieldCode="DE" term="%22Foreign+Countries%22">Foreign Countries</searchLink><br /><searchLink fieldCode="DE" term="%22Public+Health%22">Public Health</searchLink><br /><searchLink fieldCode="DE" term="%22Health+Promotion%22">Health Promotion</searchLink><br /><searchLink fieldCode="DE" term="%22Advertising%22">Advertising</searchLink><br /><searchLink fieldCode="DE" term="%22Social+Attitudes%22">Social Attitudes</searchLink><br /><searchLink fieldCode="DE" term="%22Stakeholders%22">Stakeholders</searchLink><br /><searchLink fieldCode="DE" term="%22Partnerships+in+Education%22">Partnerships in Education</searchLink><br /><searchLink fieldCode="DE" term="%22School+Community+Relationship%22">School Community Relationship</searchLink><br /><searchLink fieldCode="DE" term="%22Culturally+Relevant+Education%22">Culturally Relevant Education</searchLink><br /><searchLink fieldCode="DE" term="%22Health+Behavior%22">Health Behavior</searchLink><br /><searchLink fieldCode="DE" term="%22Diseases%22">Diseases</searchLink><br /><searchLink fieldCode="DE" term="%22Chronic+Illness%22">Chronic Illness</searchLink><br /><searchLink fieldCode="DE" term="%22Indians%22">Indians</searchLink><br /><searchLink fieldCode="DE" term="%22Self+Help+Programs%22">Self Help Programs</searchLink><br /><searchLink fieldCode="DE" term="%22Schools%22">Schools</searchLink><br /><searchLink fieldCode="DE" term="%22Local+Government%22">Local Government</searchLink><br /><searchLink fieldCode="DE" term="%22Government+School+Relationship%22">Government School Relationship</searchLink>
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  Label: Geographic Terms
  Group: Su
  Data: <searchLink fieldCode="DE" term="%22India%22">India</searchLink>
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  Data: 10.1177/00178969241287706
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  Data: 0017-8969<br />1748-8176
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  Data: Introduction: The burden of non-communicable diseases (NCDs) is a major challenge for countries, regardless of their level of development. Social branding is an emerging approach to health promotion for NCD prevention. In this paper, the process of social branding is documented as a case study to help researchers develop similar kinds of interventions in the settings in which they work. Methods: The process of developing a social brand is documented through conversations with the project team, observations in the field, interaction with community local members, and information gathered through photographs, videos and newspaper clippings. Results: The social brand focused upon in this study was named the "Aarogyachi Vaari" (Health Pilgrimage) inspired by the "Pandrapur Wari," a religious pilgrimage undertaken in the state of Maharashtra, India. Various stakeholders from self-help groups, panchayat raj institutions and schools from the local village collaborated successfully to implement the health event in a manner similar to the way in which diverse religious groups come together for the Pandrapur Wari religious pilgrimage. The Aarogyachi Vaari took the form of a strategically planned health event consisting of various health promotion stalls, many developed by local villagers themselves. The organisation of the event was aided by resource mobilisation within the local community. Discussion: Social branding can be an effective tool for health promotion in community settings. Studying people's cultural preferences and what makes them feel connected and excited can lay the foundations for the creation of a social brand that reflects their choices and helps them take up healthy behaviours on their own. It is possible to mobilise a community for health through social branding that is culturally relevant and connected to the interests and priorities of local people.
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      – SubjectFull: Foreign Countries
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