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Reza Majdzadeh, Arash Rashidian, Mohsen Shams, Davood Shojaeizadeh, Ali Montazeri,
Volume 9, Issue 2 (21 2011)
Abstract
Background and Aim: In social marketing, the common techniques of commercial marketing are used to increase the chances of acceptability of an idea or action by the target group. In this study, we determined the impact of an intervention based on social marketing to reduce risky driving behaviors among taxi drivers in Tehran.
Materials and Methods: This was a quasi-experimental study, consisting of a quantitative and a qualitative part, on taxi-drivers in 2 regions (an intervention and a control groups) in the City of Tehran. Based on a formative research approach, the components of social marketing, namely, the product (reminder message for concentrating on avoidance of two target behaviors, tailgating and not driving between lines), price, place and promotion were determined. An 8-week educational program was implemented, the components being installation of stickers before the driver's eyes, distributing a pamphlet, and transferring messages through taxi route supervisors as opinion leaders. After six weeks, risky driving behaviors were assessed by checklists and compared.
Results: The intervention resulted in statistically significant reductions in the two target behaviors in the intervention group as compared with the control group. Furthermore, logistic regression showed that the odds ratio for avoiding both behaviors increased significantly in the intervention group.
Conclusion: Determining specific target groups, designing interventions based on actual needs and wants of the target group, and focusing on the factors influencing the behavior market are the basic elements of social marketing. Due consideration of these elements when designing behavioral interventions would lead to reductions in risky driving behaviors.
Behrooz Yazdan Panah, Mitra Safari, Farah Bahreini, Farzad Vafaee, Mohsen Salari, Mehran Yousefi, Masoud Rezaei, Ali Hosseini, Mohammad Habibian, Farid Moradian,
Volume 11, Issue 1 (8-2013)
Abstract
Background and Aim: Current traditional research methods for solving social problems were challenged due to limited participation of community . The health companion project was carried out with the aim of determining effective model of community participation for solving health problems in Boyerahmad and Dena township. .
Materials and Methods : This study is a community based participatory research performed in Kohgiloyeh and Boyerahmad province 2005-2009.The study population was the entire rural and urban households of Boyerahmad and Dena county.The strategic committee of project including academic researchers, managers of health and health related sectors was formed and this committee selected six regions for research activities. In each region local directing group "health companion " was established with participation of stakeholders: academic researchers, local leaders, health providers and public representatives to guide all aspects of project. The members of the group empowered and enabled by attending training workshops for need assessment, priority setting, research methodology that through these activities the health problem priorities of the regions were recognized, the research area determined and intervention programs were designed and implemented according to these research area.
Results: The most important achievement of this project is the methods of activities to reaching goals. Implementation of six participatory interventional proposal for solving health problems and needs are the other achievement. The frequency and means of health problems and their risk factors significantly reduced after the completion of intervention program in each region.
Conclusion: Establishing and activities of health companion groups followed model of Planned Approach to Community Health (PATCH) that help community to form health promotion team, collecting and organizing of data, choosing health priorities, developing a comprehensive intervention plan and evaluation .
Afsaneh Behroozpour, Mohsen Shams, Masoumeh Mousavi, Rahim Ostovar, Mostafa Maleki,
Volume 14, Issue 3 (12-2016)
Abstract
Background and Aim: Self-medication, as a common risky health behavior, has financial and non-financial costs for Iranians. This study aimed at determining the situation of self-medication and factors influencing it among women in Yasuj, Iran.
Materials and Methods: This cross-sectional study was performed on 192 women referred to urban health care centers in Yasuj, selected randomly from the existing health files at the centers. Data were collected using a standard questionnaire based on the Health Belief Model and analyzed by SPSS 16 statistical software.
Results: The most widely used medicines for self-medication were those for common cold and antibiotics from among over-the-counter (OTC) drugs and prescription-only-medicines (POM), respectively. Perceived susceptibility (17.63± 3.46) was the main construct associated with self-medication among women.
Conclusion: Once the causes of self-medication and its relationship with the Health Belief Model constructs are known, designing and implementing educational programs aiming at promoting awareness and perception of population groups, especially women, seems necessary.
Mostafa Maleki, Ali Mousavizadeh, Saadat Parhizkar, Mohsen Shamsi,
Volume 15, Issue 2 (9-2017)
Abstract
Background and Aim: In Iran the rate of Cesarean section is reported to be 48%, which is higher than the acceptable rate recommended by WHO (15%). This study was conducted to determine the effect of an intervention based on social marketing on the reduction of intention to choose Cesarean section by primigravidae in Boyer-Ahmad County, Iran in 2015.
Materials and Methods: In this field trial 39 primigravidae three to four months pregnant who had an intention to choose Cesarean section for delivery participated. A formative research (a quantitative survey and a qualitative study) was done to achieve the social marketing mix, and based on the results a tailored intervention was designed and pretested on the subjects. The final intervention was implemented for a period of one month and its effectiveness assessed after at least one month by a proportion test.
Results: The average age of the women was 25.82 years. The proportion of the women with a high school (or lower) and university education was 38.5% and 61.5%, respectively. One month after the intervention thirty of the pregnant women expressed willingness and intention to have a normal delivery, which was a statistically significant change (p=0.01).
Conclusion: An educational intervention based on the consumer-oriented social marketing theory can be effective in designing, implementing and evaluating a program aiming at reducing Cesarean section intention.
Masoumeh Dashtian, Hasan Eftekhar Ardebili, Kambiz Karimzadeh Shirazi, Mostafa Shahmoradi, Kamal Azam,
Volume 15, Issue 2 (9-2017)
Abstract
Background and Aim: Self-care has a vital role in the control and prevention of complications in patients with Type-2 diabetes mellitus (T2DM), two important behaviors in self-care being medication adherence and physical activity. Regular physical activity has been shown to improve glycemic control, reduce blood pressure, reduce lipids and improve cardiorespiratory fitness in individuals with T2DM. In addition, medication adherence is a key factor in controlling and decreasing the risk of related complications. This study aimed to determine and predict the most important factors affecting the levels of physical activity and medication adherence in patients with T2DM based on the theory of planned behavior.
Materials and Methods: This cross-sectional study, based on the planned behavior theory, was performed on 160 selected men and women with T2DM referring to urban health centers in Yasuj, Iran in 2016; the selection was done by random cluster sampling. Data on medication adherence and physical activity were collected using questionnaires and analyzed using SPSS version 20 software, the statistical tests being descriptive statistics, Pearson correlation coefficient and multiple linear regression; a p<0/05 was considered to indicate statistical significance.
Results: Altogether, 45% and 43% of the patients had a low and medium level of physical activity, respectively, only 12% having an acceptable level. The adherence to medication was much better ─ 76% had a good adherence. As regards the planned behavior theory constructs, perceived behavior control had a significant relationship with physical activity and medication adherence. Results of multiple linear regression also showed that perceived behavior control was a predictive variable for physical activity level and medication adherence in the patients.
Conclusion: Based on the findings, which indicate that the most important construct is perceived behavior control as regards medication adherence and level of physical activity, it is concluded that it is vital to strengthen the self-care component of health programs and support such programs.
Masoumeh Majdpour, Mohsen Shams, Saadat Parhizkar, Ali Mousavizadeh, Zahra Rahimi,
Volume 15, Issue 3 (12-2017)
Abstract
Background and Aim: Sexuality education is one of the most important educational needs of adolescents, and mothers can have a key role in sex education of their daughters. This study aimed at developing, implementing and evaluating a skill-based training program for mothers for sexuality education of adolescent girls in Mahshahr, Iran.
Materials and Methods: This was a field trial conducted on 140 mothers having 12- to18-year-old girls between September and March 2012. Data were collected using two reliable questionnaires developed by the investigators ─ a "Parent-Child Relationship: Mother" questionnaire for assessing the mothers’ communication skills completed by the adolescent girls, and a "Knowledge and attitude about sexuality education of adolescents" questionnaire for assessing the mothers’ knowledge and attitude about sex matters and communication, skills completed by the mothers themselves. Based on the results, an educational intervention for mothers was designed consisting of three training sessions and implemented. The mothers’ knowledge, attitude and communication scores after a period of three months were compared with the respective baseline scores.
Results: Three months after the intervention, the mean scores of mothers’ knowledge and attitude about sexuality matters increased significantly (in both cases p <0.01). However, there was no statistically significant difference between the initial and final scores of mothers’ communication skills (p = 0.37).
Conclusion: Based on the findings it can be concluded that the designed educational program was effective in improving the knowledge and attitudes of the mother about sexuality matters although it did not affect their communication skills. Promoting communication skills of mothers as an important factor for sexuality education of their daughters requires regular, continuous educational sessions, as well as practice and experiences.
