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Targeting Malaria: Comparing Charity
and Social Marketing-Based Approaches
Core Disciplines: Base of the Pyramid (BoP); International Business; Marketing & Sales; Non-Profit & Non-governmental Organizations; Strategic Management
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.
- After completing this simulation, students will be able to
- 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.