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PSI/Myanmar ORS plus zinc social franchising programme

PSI/Myanmar trained community educators and supplied oral rehydration solution with zinc through a social franchising programme in rural village tracts, testing in a matched-pair randomised trial whether it raised correct treatment of childhood diarrhoea.

Years
2011
Country
Myanmar (Burma)
Topic
Child healthInfectious disease
Asks people to
Seek helpStart
Strategy
Product social marketingSimple instruction
Channel
InterpersonalPoint of sale
Audience
Parents
Households with children in rural village tracts

Evidence

ExperimentalPositive

52 matched pairs of village tracts randomised (ISRCTN73606238). One year later ORS plus zinc was used for the most recent diarrhoea episode in 13.7% of intervention households vs 1.8% of controls (p<0.001; N=3,605). Absolute uptake stayed low (Aung et al., J Trop Pediatr 2014).

Sponsor (who paid)

  • Population Services International / PSI-Myanmar NGO, creator

Credits (who made it)

Sources

  1. Aung T et al. Impact of a social franchising program on uptake of oral rehydration solution plus zinc for childhood diarrhea in Myanmar: a community-level randomized controlled trial. J Trop Pediatr 2014;60(3):189-97 evaluation · 2014 · DOI 10.1093/tropej/fmt108 · PMID 24401752

Research notes

Fetched (PubMed abstract) 2026-10-22. Start year approximate (paper published Jan 2014 with one-year follow-up); check the ISRCTN record. Funder not stated in the abstract (PubMed lists US government and non-US government support). The franchise network brand is not named in the abstract. Mostly a service-delivery and product intervention with community education rather than a mass media campaign; included as PSI's best-evidenced social marketing trial. Evaluated by PSI's own research team with UCSF.

Record cases/psi-myanmar-ors-zinc.json, updated 2026-10-22· Link to this campaign