The Role of Social Marketing in Preventing the Spread of Non-Communicable Diseases: Case of Tunisia

The Role of Social Marketing in Preventing the Spread of Non-Communicable Diseases: Case of Tunisia

Ines Mezghani Daoud (Carthage University, Tunisia) and Marwa Meddeb (Carthage University, Tunisia)
Copyright: © 2019 |Pages: 20
DOI: 10.4018/978-1-5225-5984-9.ch004


Non-communicable diseases (NCDs) such as obesity, diabetes, cardiovascular diseases, and cancers have become a major health concern for most countries around the world. Different elements such as social, biological, and environmental cause the NCDs. But the only way that one can intentionally modify to avoid these diseases is the desire to reduce risk factors for physical activity, tobacco, and diet. Several prevention strategies have been launched worldwide thorough governmental programs by implementing policies/laws. However, these programs don't integrate active communicate participation and support with the social community. This chapter aims to bring out the priority of enhancing the level of public awareness of NCDs. To ensure public responsiveness, the focus of this research is to create an effective solution to prevent risky behavior. The authors focus on the construction of “Sahtek,” a social media solution developed on the fundamentals of social marketing, to better coach and promote awareness of NCDs prevention.
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Background: Non-Communicable Diseases

A non-communicable disease is a medical condition or disease that is not transmissible from an infected individual to another (NIH, 2007). It is defined as disease of long term; mostly gradual development and it is the main cause of adult mortality and morbidity worldwide (WHO, 2005a). In fact, in the last decade, NCDs have shown an unexpectable evolution and a rapid spread. These can be perceived clearly, as shown in Figure 1, that NCDs are the leading causes of death worldwide, killing more persons each year than all other causes combined.

Figure 1.

Causes of worldwide mortality


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