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Inculcating the Handwashing Habit Through Social Marketing Among Poor Children in India

In: Social Marketing in Action

Author

Listed:
  • Dinesh Kumar

    (Jagran Lakecity University)

  • Punam Gupta

    (Dev Samaj College for Women)

Abstract

This case describes a campaign run by the Rotary Club in Chandigarh, India, to introduce the habit of handwashing among poor children living in slum areas in a city in India. Several studies have pointed to the fact that inculcating the simple habit of handwashing among children can reduce disease and improve mortality rates. However, due to various constraints and beliefs, it is difficult to develop long-term habits. Through this project, an effective attempt was made to apply marketing principles to this social cause and to build excitement around the activity to affect long-term behavior change. The authors were part of this project. This case is the result of direct experience in the project together with a theoretical background.

Suggested Citation

  • Dinesh Kumar & Punam Gupta, 2019. "Inculcating the Handwashing Habit Through Social Marketing Among Poor Children in India," Springer Texts in Business and Economics, in: Debra Z. Basil & Gonzalo Diaz-Meneses & Michael D. Basil (ed.), Social Marketing in Action, chapter 0, pages 205-219, Springer.
    • Handle: RePEc:spr:sptchp:978-3-030-13020-6_13
    DOI: 10.1007/978-3-030-13020-6_13
    as

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