Social mobilization and social marketing to promote NaFeEDTA-fortified soya sauce in an iron-deficient population through a public-private partnership

Objective: The present pilot project aimed to assess the effectiveness of social mobilization and social marketing in improving knowledge, attitudes and practices (KAP) and Fe Status in an Fe-deficient Population. Design: In an uncontrolled, before-after, community-based study, social mobilization and social marketing strategies were applied. The main outcomes included KAP and Hb level and were measured at baseline, 1 year later and 2 years later. Setting: One urban County and two rural Counties in Shijiazhuang Municipality, Hebei Province, China. Subjects: Adult women older than 20 years of age and Young children aged from 3 to 7 years were selected from three counties to attend the evaluation protocol. Results: After I year, most knowledge and attitudes had changed positively towards the prevention and control of anaemia. The percentage of women who had adopted NaFeEDTA-fortified soya sauce increased from 8.9% to 36.6% (P <= 0.001). After 2 years, Hb levels had increased substantially, by 9.0g/l (P <= 0.001) in adult women and 7.7g/l (P <= 0.001) in Young children. Conclusion: Social mobilization and social marketing activities had a positive impact on the KAP of adult women, and resulted in marked improvements in Hb levels in both adult women and Young children. This should be recommended as a national preventive strategy to prevent and control Fe deficiency and Fe-deficiency anaemia.