Prasanta Parida

Effectiveness of Social Marketing and Behaviour Change: a Study on Behaviour Tracking Among Long Distance Truckers of Orissa Prasanta Parida

Social marketing is the systematic application of marketing to achieve changed behavioral goals for a social good among the high risk population. In India the community of truckers is vulnerable to HIV/AIDS due to higher prevalence of risky sexual behaviour, which results from a variety of social and economic factors as well as their work patterns. Reportedly, close to 36% of truckers are clients of sex workers and 25-30% of clients appear to be truckers. Measuring the effectiveness of social marketing the effective factors were measured and reflected among selected mass medias through this book?Effectiveness of social marketing & Behavioural change?. This will help the policy makers, implementer working on this field to develop strategies for preventing HIV/AIDS.