Brown Wendy
Lepr Rev. 2006 Jun;77(2):89-98.
This essay explores how the concept of social marketing can be employed to change attitudes towards leprosy. Firstly, the concept of social marketing is discussed, then the attitudes that people have about leprosy, the stigma that people with leprosy and their families may face, and the detrimental effects that this can have on their lives. The effect of knowledge and education on attitudes towards leprosy is discussed, as this can be a key component of social marketing campaigns. Various methods of social marketing used to change attitudes and reduce stigma are examined, such as mass media campaigns, school based education, methods which involve community leaders, and the integration and improvement of leprosy services. Principles of social marketing which can lead to the success of campaigns such as incorporating local beliefs are emphasized. The success of the social marketing campaign in Sri Lanka is described, which aimed to remove the fear of leprosy, and to encourage patients to seek and comply with treatment. Finally, it is argued that social marketing, used correctly, can be highly effective at changing community attitudes towards leprosy, reducing stigma and improving the lives of patients, who become able to seek treatment sooner as they lose their fear of stigmatization.
本文探讨了如何运用社会营销的理念来改变对麻风病的态度。首先，讨论了社会营销的概念，接着阐述了人们对麻风病的态度、麻风病患者及其家人可能面临的耻辱，以及这对他们生活可能产生的不利影响。还讨论了知识和教育对麻风病态度的影响，因为这可能是社会营销活动的关键组成部分。研究了用于改变态度和减少耻辱感的各种社会营销方法，如大众媒体宣传活动、学校教育、涉及社区领袖的方法以及麻风病服务的整合与改进。强调了能使活动成功的社会营销原则，如融入当地信仰。描述了斯里兰卡社会营销活动的成功案例，该活动旨在消除对麻风病的恐惧，并鼓励患者寻求并接受治疗。最后，有人认为，正确运用社会营销能够非常有效地改变社区对麻风病的态度，减少耻辱感，改善患者的生活，使他们能够因为不再害怕被污名化而更快地寻求治疗。
