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Social Marketing to Promote Egg Consumption in Indonesia

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A joint research study was conducted by Wahana Visi Indonesia (WVI) and Sight and Life (SAL) to better understand the drivers of egg consumption in Central Sulawesi, Indonesia. The research used social marketing principles focused on gaining insights into what moves and motivates the audience and which emotional drivers influence  egg consumption and related food choices. Three key actionable insights emerged from the research:
being a good mother and wife is what matters most to female research participants, and influences their food  choices, including the incorporation of eggs into daily meals;  eggs are not the ‘top-of-mind’ animal-source protein and are less valued by research participants than chicken and fish; and  consuming eggs daily is perceived as boring, and for eggs to be eaten daily, they need to be presented in versatile ways. WVI together with SAL co-designed a social marketing intervention mix that will be translated into a social marketing campaign with multiple activities by a creative agency.

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Key Details

Year 2020
Authors Puja Tshering, Yana Manyuk
Language English
Keywords
DOI https://doi.org/10.52439/XGWQ5537
DOI Number 10.52439/XGWQ5537
ISBN
ISSN

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