https://orcid.org/0000-0002-0321-2397
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ABSTRACT
Social marketing could contribute to reducing gender inequities and inequalities. Drawing on commonly used approaches to gender in global health and development, and taking into consideration critiques of the lack of consideration of gender in social marketing programmes, this article addresses gaps in knowledge about gender concepts necessary to understand the lived experiences of people and how these experiences influence behaviour. The article also presents gender integration approaches within a continuum from gender-unequal to gender-transformative, and uses practical examples from social marketing programmes. Pathways to understand how to adopt gender-responsive approaches in the different phases of social marketing programming are proposed. Final reflections beyond programming are also provided to the social marketing community, including the need to embrace reflexivity and be aware of decolonisation movements.
Acknowledgements
Special thanks to Dr. David Beran, Silvana Pérez León Quinoso, Gian Hernandez, Stephanie Aya Pastrana, Dr. Hamilton Carvalho, Prof. Dr. Natalia Szablewska, Prof. Dr. Ross Gordon, and other anonymous reviewers for the critical feedback they provided to early versions of the manuscript. Special thanks to Stephanie Aya Pastrana for the constructive advice offered during the process of design of the figures included in this article, and to Tatiana Bejarano Román for her support editing some figures.
Disclosure statement
No potential conflict of interest was reported by the author(s).
Notes
1. Scholars and institutions of global governance use various words to refer to the elements considered in intersectionality analyses. These include: social identity factors, aspects, attributes, or structures (Gopaldas, Citation2013; Hankivsky et al., Citation2009; Kapilashrami & Hankivsky, Citation2018), social locations (Rosen & Nofziger, Citation2019), identity attributes (Steinfield et al., Citation2019), axes of power and inequality (Cho et al., Citation2013; Heidari & Doyle, Citation2020), and many others. In this article, we will use social identity factors.
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Notes on contributors
Nathaly Aya Pastrana
Nathaly Aya Pastrana is the Founding President of IMEK Research Center in Marketing & Development, co-Founder of the Latin American Social Marketing Association (LAMSO), and former doctoral student at Università della Svizzera italiana. This study formed part of her doctoral research within the ‘COHESION Project’, a research for development project addressing the double burden of noncommunicable and neglected tropical diseases in Mozambique, Nepal, and Peru. Nathaly conducts research at the intersection of social marketing and international development. She is the corresponding author and can be contacted at [email protected].
Claire Somerville
Claire Sommerville is a medical anthropologist and the Executive Director of the Gender Centre at the Graduate of Institute of International and Development Studies in Switzerland. In her role at the Gender Centre she leads on policy, outreach and strategy to advance the centre’s mission. Claire is also active in promoting women leaders in global health. She was co-investigator of the COHESION Project.
L. Suzanne Suggs
L. Suzanne Suggs CHES: Professor of Social Marketing, Head BeCHANGE Research Group, Institute for Communication and Public Policy and Institute of Public Health, Faculty of Communication, Culture, and Society, Università della Svizzera italiana. She is Vice President of the Swiss School of Public Health+ and co-Founder of the European Social Marketing Association. Professor Suggs’ principal research focuses on health behaviour and social change. She was co-investigator of the COHESION Project.