“Chula Niwas Model” Social Marketing for a Strong and Healthy Community

Abstract

This research was both participatory action research and community-based action research. The purposes of this research were to apply a social marketing approach and appropriate communications process to strengthen and improve the health of the “Chula Niwas Community”. The research results revealed that the social marketing approach can be applied and integrated with the social mobilization approach in regards to health promotion interventions consisting of 8 steps; Step 1: Analyzing the community. Step 2: Establishing the community association.  Step 3: Conducting problem analysis and finding solution methods. Step 4: Designing and developing social products by using a social marketing approach that conforms to community conditions. Step 5: Sale of social products. Step 6:  Improving community management systems and facilities including the physical aspects and environment to facilitate healthy activities. Step 7: Monitoring, evaluating and improving products. Step 8: Maintaining, consolidating and sustaining desirable behaviors. Implementation of these steps resulted in residents becoming empowered to improve the strength and health of their community.