SOCIAL MARKETING IN DISABILITY REHABILITATION – CBR APPROACH - NATIONAL CONFERENCE AT NIMH SECUNDERABAD.AP.

Dear all

In continuation to my earlier posting on this important subject, on 3rd & 4th of Mach 2011, NIMH has organized two day National Conference. I have got an opportunity to present a paper on the above cited study.

For the benefit and wide circulation,i am pasting the abstract of the same below as:
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SOCIAL MARKETING IN DISABILITY REHABILITATION – CBR APPROACH
N Lakshmi Narayana
Director
Geo Rehab Centre, e-mail: grcnln@gmail.com

ABSTRACT

Keywords: Social Marketing, Empowerment, Sustainability, Quality of Life, Poverty, Independent Living, Inclusion, Livelihood Activities.

In the process of disability rehabilitation, community based rehabilitation (CBR) has got several advantages over the institutional based rehabilitation (IBR) in working for the empowerment of person with disabilities as an inclusion with holistic development. The paradigm shift of disability rehabilitation from charity to developmental and further to rights model has created thrust for social marketing for changing the attitude and behavior for the well being of the targeted groups. Use of main 4P’s: Product, Price, Place & Promotion, additional 4P’s: Public, Partnership, Policy & Purse String, modified beneficiary focused SIVA: Solution, Information, Value & Access and business to person with disabilities (B2P) of social marketing through community approaches have resulted for strengthening the process of empowering the target groups. The methodologies adopted including: awareness, training, workshops, seminars, networking, e-technology, livelihood activities and development of human resources enhanced the capacities of the person with disabilities, their parents & community members and other stakeholders to create right based environment for leading an independent living with better sustainability and quality of life. The concept of social marketing in disability rehabilitation with CBR approaches on project life cycle basis were presented in this paper and also made suggestions for future perspective. The process and approaches were well accepted by the stakeholders and can be implemented in any other environment suiting to its challenges, skills, needs and vulnerability.
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Looking forward for your reflections, suggestion and recommendations so that event can be transformed into a process for the benefit of the targeted groups and the Society or the Nation at large.

with thanks