Using Social Marketing Mix Interventions to Reduce Tramadol Abuse among Children of School Going Age in Tamale Metropolis

Abstract

This research examines how development educators/advocates can apply Social Marketing interventions in reducing social menace, in this context tramadol abuse. Tramadol abuse is on the increase among the youth in Africa. Despite the existence of volumes of literature on social marketing intervention strategies to change the behavior of people, there is paucity of literature in the context of tramadol abuse and drug abuse in general in an African situation. The researchers who promote the use of social marketing to ensure positive social change are motivated by this need to conduct the research. This research uses the ‘6Ps’ framework as tools of Social Marketing Mix to reduce tramadol abuse among children of school-going age. It uses both the qualitative and the quantitative research approaches in a case study research design. Both maximum variation sampling and Snowball sampling strategies were utilized. In this regard, the Social Marketing Mix intervention strategy analysis as contained in this research, suggests targeting of upstream decision and policy-makers to restrict the sale of tramadol to hospitals and pharmacies and provision of accessible outlets or adequate response channels that will allow motivated persons to access the product.

Keywords: Social marketing mix, Tramadol abuse, Tamale Metropolis

DOI: 10.7176/JMCR/86-03

Publication date:September 30^th 2022