Approach

CDS’ key implementation method is social marketing.

CDS holds that to help people change behaviors, the ideal approach should be to socialize the program, to generate the interest of each and every individual in the community, and making the goals of the program turn into the goals of the community.

experience sharing meeting

experience sharing meeting

Social marketing campaigns begin with the participants using information about their existing knowledge, attitudes, and practices to design messages to motivate behavior change. Instead of simply telling people about the importance of a health issue, CDS links the issue to the realization of an individual’s own dreams with strong elements of entertainment and interest for the target population.

The messages for each of the different groups in its target audience – men, women, youth, children and the elderly – are developed through research and tested carefully before being disseminated through different communication channels that most effectively reach the target groups.

CDS has very a competitive capability in both and campaign delivery. With the concept development including consumer research (qualitative and quantitative), CDS is able to design high quality social marketing campaigns and develop promotional materials (print and non-print). CDS staff have experience to deliver campaigns that are coordinated with local governments, a key factor that enables the success of the programs.

Advocacy is used by CDS to influence local governments. There are a variety of advocacy strategies, such as discussing problems directly with policy makers, delivering messages through the media, or strengthening the ability of local organizations to advocate. CDS usually uses these advocacy strategies to influence local governments in order to gain their support for project activities, create policy change and ensure enforcement of policies.

Social marketing and advocacy are the most important elements in making CDS projects successful and sustainable.