The role of promotoras in community-based social marketing: anti-littering interventions
ISSN: 2042-6763
Article publication date: 11 October 2021
Issue publication date: 23 November 2021
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.
Keywords
Acknowledgements
The authors wish to acknowledge the financial support provided by The Puentes Consortium which made this study possible.
Citation
Fernandez-Haddad, M., Aguirre, A. and Ingram, M. (2021), "The role of
Publisher
:Emerald Publishing Limited
Copyright © 2021, Emerald Publishing Limited