Understanding Social Marketing in a Not-For-Profit NGO Setting: An Internship With PACE in Eastern Uganda
University of Colorado at Denver
The organization PACE (Programme for Accessible health, Communication and Education) focuses on generating a positive health impact throughout Uganda by the means of social marketing and other proven, evidence based techniques. An internship with the organization took place over the course of six weeks and was conducted under the A2L (Access to Life) program which is located in four of the country’s eastern districts. The focus of the health and sales communication internship was the implementation of PACE’s marketing scheme on their life-saving products and how the products and organization are perceived.
Any of the information gathered during this time was done so though the following methods: by gathering observational information on and the practical application of social marketing in the field, attending staff meetings, attending program trainings and clinics, conducting informal interviews, and a small amount of research. These methods were chosen because the majority of the internship was spent in the field so they allowed for the greatest amount of efficiency.
An Analysis was conducted and divided into sections by the internships four set objectives. PACE’s chosen methods of social marketing were understood and examples of sales conversations were recorded. The perception of three of the organizations branded products, Maama Kits, WaterGuard, and Trust condoms were examined and assessed. Views of PACE and associations with the organization were gathered through informal interviews and evaluated as well.
The A2L program utilized social marketing methods during sales and economic gains about using PACE’s life-saving products were explained as well. The products and the organization were generally perceived in a positive manner by the public. Recommendations based on findings during the internship have been included and may be implemented in order to generate further positive impact on the health of Ugandans.
The organization allowed for much knowledge to be gained on the sales of subsidized health products and how this can improve the health of the people in Uganda. The internship was a success in that the intended objectives were met, although more time would have provided a further in-depth plan for the recommendations offered to the organization.
Health and Medical Administration | Health Services Administration | International Public Health | Public Health | Public Health Education and Promotion
Tuerffs, Veronica L., "Understanding Social Marketing in a Not-For-Profit NGO Setting: An Internship With PACE in Eastern Uganda" (2011). Independent Study Project (ISP) Collection. 1227.
Health and Medical Administration Commons, Health Services Administration Commons, International Public Health Commons, Public Health Education and Promotion Commons
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