مجله دانشکده بهداشت و انستیتو تحقیقات بهداشتی
سال نهم شماره 2 (پیاپی 34، تابستان 1390)

In social marketing, the common techniques of commercial marketing are used to increase the chances of acceptability of an idea or action by the target group. In this study, we determined the impact of an intervention based on social marketing to reduce risky driving behaviors among taxi drivers in Tehran.

This was a quasi-experimental study, consisting of a quantitative and a qualitative part, on taxi-drivers in 2 regions (an intervention and a control groups) in the City of Tehran. Based on a formative research approach, the components of social marketing, namely, the product (reminder message for concentrating on avoidance of two target behaviors, tailgating and not driving between lines), price, place and promotion were determined. An 8-week educational program was implemented, the components being installation of stickers before the driver's eyes, distributing a pamphlet, and transferring messages through taxi route supervisors as opinion leaders. After six weeks, risky driving behaviors were assessed by checklists and compared.

The intervention resulted in statistically significant reductions in the two target behaviors in the intervention group as compared with the control group. Furthermore, logistic regression showed that the odds ratio for avoiding both behaviors increased significantly in the intervention group.

Determining specific target groups, designing interventions based on actual needs and wants of the target group, and focusing on the factors influencing the behavior market are the basic elements of social marketing. Due consideration of these elements when designing behavioral interventions would lead to reductions in risky driving behaviors.

Community assessment is a process by which a clear picture of the community assets, strengths, resources, and needs is obtained with active participation of the community itself, followed by prioritization of the community needs and formulating strategies and programs to solve the problems. This study was conducted to identify and prioritize problems and needs of the Azerbaijan Borough in Tehran city, Iran, with active participation of the people.

This study was conducted to determine the attitudes and beliefs of the community members about their community needs and problems. The study was based on a model designed in North Carolina, US. In this model, the assessment process is performed in eight steps. In the first seven steps problems are identified and prioritized, and in step 8 a plan of action is developed to deal with the problem selected.

A total of 40 problems were identified and divided into several groups. The most important problems were as follows: social problems; environmental health problems; educational and cultural problems, civil rights and urban services; distribution and use of drugs; lack of family counseling centers; shortage of parks and playgrounds for neighborhood children; lack of supervision by municipal contractors on urban cleaning; and lack of mental health services specially for the elderly.

Several types of problems, including health, as well as non-health - social, cultural and economic - problems were identified. Community assessment provides an appropriate opportunity for active participation of community members and makes available sufficient information for sound decision-making. Thus, community assessment can be regarded as a suitable technique for identifying and prioritizing community needs.