Gender-Sensitive Social Marketing for Diabetes Prevention: Addressing Cultural Barriers in Pacific Island Communities

This paper applies the Social Marketing Assessment and Response Tool (SMART) model to design gender- sensitive diabetes interventions that address negative cultural beliefs, stereotypes, and selective perceptions that prevent women from accessing diabetes prevention and management programs. Data were collected from 120 women in Fiji using a purposive sampling strategy to capture perspectives from women residing in both urban and rural areas. In-depth interviews explored socio-cultural barriers affecting women’s participation in diabetes programs. The study demonstrates that the SMART model provides a robust framework for addressing the cultural beliefs, stereotypes, and selective perceptions that hinder women from utilizing diabetes prevention and management services. Its structured phases enable the design of targeted interventions that can improve women’s health outcomes and increase program uptake.