The role of promotoras in community-based social marketing: anti-littering interventions. Issue 4 (11th October 2021)

• Record Type: Journal Article
• Authors: Fernandez-Haddad, Marilu; Aguirre, Amanda; Ingram, Maia
• Is Part Of: Journal of social marketing. Volume 11:Issue 4(2021)
• Page Start: 597
• Page End: 615
• Publication Date: 2021-10-11
• Subjects: Public health -- Community-based social marketing -- Stakeholder theory -- Anti-littering -- Promotoras; Social marketing -- Periodicals; 658.8
• DOI: 10.1108/JSOCM-11-2019-0197
• Languages: English
• ISSNs: 2042-6763

Abstract

Abstract : 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.