Targeting Malaria: Comparing Charity and Social Marketing-Based Approaches

by: Ted London

Publication Date: July 26, 2008
Length: 8 pages
Product ID#: 1-428-642

Core Disciplines: Base of the Pyramid, International Business, Marketing/Sales, Strategy & Management

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Teaching Note

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Description

In Africa, the usage of insecticide treated bed-nets (ITNs) has shown to be one of the best ways to prevent malaria. USAID, the principal U.S. agency for providing assistance to countries, has just announced that by mid-2008, it will provide an additional $5 billion for malaria prevention and treatment in Africa. Specifically, the agency would like to see Tanzania improve not only ITN coverage (currently at only 14%) but more importantly ITN usage by the country’s 35 million citizens. As of 2004, only 10% of children under the age of 5 were sleeping under bed-nets. USAID’s goal for 2010 is to increase this to 80%. In this simulation, students need to develop a compelling proposal for USAID for reducing the malaria burden in Tanzania. View Video.

Teaching Objectives

After reading and discussing the material, students should:

  • Discuss and analyze the advantages and limitations of grant-based and social marketing-based approaches to addressing the critical needs of the poor;
  • Consider the key issues that should be incorporated when designing approaches to serve those at the base of the pyramid; and
  • Understand the importance of co-creating the solution with the poor and the potential value of incorporating profit-oriented approaches in the design.