Saudi Journal of Business and Management Studies (SJBMS)
Volume-3 | Issue-06 | 739-742
Review Article
Creative Direct Marketing Approach to Deal with Child Marriage Problem: A Case Study of the Village Montola
Jannatul Ferdous
Published : June 30, 2018
Abstract
Bangladesh has the second highest prevalence rate of child marriage. Atthe
village Montolaof Monohardi upazilain Narshindi district, child marriage is still a bad
custom. NGOs are not successful enough with their traditional practices. Actually,
creativity is in need at this juncture. This study, which is dominantly qualitative in
nature, suggests some creative direct marketing approach. With the help of focus
group discussion and direct observation, this study found some core causes of child
marriage e.g., poverty, lack of education and social norms or tradition and therefore,
suggests successful girl’s voice, union parisad’s seminars on health complicacy due to
child marriage, melodious songs in hut on hutbar, drama or jatrapala etc.