01957nas a2200253   4500000000100000008004100001260001300042653002300055653002500078653002100103653001100124653001200135653002100147653001400168653001700182100001200199245008000211856005100291300001000342490000700352050001500359520131500374022001401689       2006                            d  c2006 Jun10aAttitude to Health10aDeveloping countries10aHealth Education10aHumans10aleprosy10aSocial Marketing10aSri Lanka10aStereotyping1 aBrown W00aCan social marketing approaches change community attitudes towards leprosy?  uhttps://leprosyreview.org/article/77/2/08-9098  a89-980 v77  aBROWN 20063 a<p>This essay explores how the concept of social marketing can be employed to change attitudes towards leprosy. Firstly, the concept of social marketing is discussed, then the attitudes that people have about leprosy, the stigma that people with leprosy and their families may face, and the detrimental effects that this can have on their lives. The effect of knowledge and education on attitudes towards leprosy is discussed, as this can be a key component of social marketing campaigns. Various methods of social marketing used to change attitudes and reduce stigma are examined, such as mass media campaigns, school based education, methods which involve community leaders, and the integration and improvement of leprosy services. Principles of social marketing which can lead to the success of campaigns such as incorporating local beliefs are emphasized. The success of the social marketing campaign in Sri Lanka is described, which aimed to remove the fear of leprosy, and to encourage patients to seek and comply with treatment. Finally, it is argued that social marketing, used correctly, can be highly effective at changing community attitudes towards leprosy, reducing stigma and improving the lives of patients, who become able to seek treatment sooner as they lose their fear of stigmatization.</p>  a0305-7518