Health marketing for substance and drug abuse prevention among the youth in Zimbabwe: Evidence and Strategies


  • Shupikai Kembo UNISA, South Africa


Drug abuse, substance abuse, prevention, health marketing, behaviour change, education and awareness


Drug and substance abuse is a growing concern in Zimbabwe, particularly among the youth population. Factors such as peer pressure, lack of awareness about the consequences of drug abuse, and economic struggles have contributed to the rise in drug abuse. The consequences of drug abuse include various health concerns, such as cancer, heart disease, and mental health issues. The government and its partners have implemented measures such as awareness and education programs and criminalisation of drugs, but these have not been entirely effective in curbing drug abuse. To address this issue, there is a need for more extensive intervention initiatives, such as health marketing, which uses commercial marketing tools to promote healthy behaviour and positive lifestyle choices. This qualitative study investigates the feasibility of using health marketing to address drug and substance abuse in Zimbabwe by examining evidence and strategies from successful health marketing campaigns. The study provides insights and recommendations for improving preventive efforts and contributes to the broader discourse on the potential of health marketing as a tool for promoting public health.



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The Dyke 17(1) 2023 [On Drugs]