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Health in our hands, but not in our heads: understanding hygiene motivation in Ghana.

Scott, B.; Curtis, V.; Rabie, T.; Garbrah-Aidoo, N.;
Health Policy Plan, 2007; 22(4):225-33
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pub_id
17526639
pubmedid
17526639
ISI
248449800003
reference_type
author
Scott, B.; Curtis, V.; Rabie, T.; Garbrah-Aidoo, N.;
title
Health in our hands, but not in our heads: understanding hygiene motivation in Ghana.
secondary_title
Health Policy Plan
ISBNISSN
0268-1080
volume
22
number
4
pages
225-33
year
2007
abstract
Each year more than 2 million children die from diarrhoeal diseases; the same number again die from acute respiratory infections. The simple hygiene behaviour of washing hands with soap represents an effective way of preventing the transmission of many of these infections. However, rates of handwashing across the globe are low, presenting a challenge for health promotion programmes. Behaviour change is not easy, and past efforts based upon health education have met with limited success. New approaches are needed. We propose that much can be learnt from the world of consumer marketing. Rather than base communications programmes for behaviour change on increasing knowledge, marketers aim to respond to the inner desires and motivations of their target audiences. This study used consumer research to investigate the factors motivating handwashing with soap in order to inform a national communications campaign for Ghana. It revealed that the strongest motivators for handwashing with soap were related to nurturance, social acceptance and disgust of faeces and latrines, especially their smell. Protection from disease is mentioned as a driving force, but was not a key motivator of handwashing behaviour. The ways in which these findings have been translated into a handwash promotion campaign are discussed.
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secondary_author
place_published
publisher
number_of_volumes
tertiary_author
tertiary_title
edition
date
type_of_work
subsidiary_author
alternate_title
call_number
accession_number
custom_1
WOS OK
custom_2
Unknown
custom_3
custom_4
10.1093/heapol/czm016
custom_5
Free
custom_6
10
label
2016-10-18
notes
Journal Article
url
author_address
The Hygiene Centre, Department of Infectious and Tropical Diseases, London School of Hygiene and Tropical Medicine, Keppel Street, London, WC1E 7HT, UK. beth.scott@lshtm.ac.uk.
library
czm016 10.1093/heapol/czm016 17526639
date_accepted
date_online
created
2007-05-30 10:05:54
modified
2016-07-08 00:00:00
library

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<ArticleId IdType="doi">10.1093/heapol/czm016</ArticleId>
<ArticleId IdType="pubmed">17526639</ArticleId>