Social Marketing of Oral Rehydration Therapy and Contraceptives in Egypt

Abstract

This article examines the antecedents, activities, results, and prospects for institutionalization of two large social marketing programs currently in operation in Egypt: the National Control of Diarrheal Diseases Project, which promotes oral rehydration therapy to treat diarrheal dehydration, and the Family of the Future, which is recognized as one of the most sophisticated and effective contraceptive social marketing programs operating today. This examination of two health-related social marketing programs operating simultaneously in the same country can highlight the factors that contribute to successful programs.