In the last sixty years, social marketing, behavior change communications (BCC), and relatedstrategies to change behavior have taken a prominent place in addressing global health challenges
Applying commercial marketing principles to social issues, social marketing and BCC interventions
have been successfully used to encourage healthy behaviors including condom use, family planning,
and water purification and sanitation.
These strategies have been shown to be widely effective in promoting behavior change across a range of subject matter, populations, and global settings. Social marketing and BCC strategies have the potential to open up the market for modern cookstoves to the commercial sector over the long term through effective targeting of socially marketed product subsidies, through a process that has been termed the Total Market Approach (TMA).
Following this approach, the Global Alliance for Clean Cookstoves and the United Nations Foundation
have funded four projects to implement BCC campaigns to accelerate clean cooking markets by
increasing awareness and adoption of clean cooking solutions, thus reducing health and environmental impacts of solid fuel and kerosene use.
|Number of Households Provided with Access||75,802||170,811||210,701||381,512|
|Number of people impacted||454,812||1,024,868||210,701||1,235,569|
|Emission Reductions (tCO2)||611,212||1,934,119||239,006||2,173,125|
|Tons of tree allowed to stay charcoal per ton||454,812||1,024,868||316,051||1,340,919|
|Household per capita Charcoal consumption|
|Charcoal saving by Cookmate||$7,392,500||16,658,169||16,658,169|
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