Manoff International* was started in 1967 by Richard K.
Manoff. He was the founder of a leading marketing and advertising
agency (Richard K. Manoff, Inc.) and became involved in
international public health and nutrition issues when he
served on the US delegation to FAO in 1965. He is the author
Marketing: New Imperative for Public Health:
a comprehensive resource on social marketing—from
theory and background, to the tools and techniques for applying
social marketing in public health programs.
The Manoff Group pioneered using mass media to create public awareness of urgent health problems and to communicate information about practical programs that met those challenges. In the Buena Madre Project in Boliva in the 1970s, iodized salt was promoted through mothers clubs and the radio. Materials were developed in different languages for different parts of the country. As a result, use of iodized salt rose significantly.
During the 1980s and 1990s, the Manoff Group approach was refined and research focused on uncovering the determinants of improved practices. Concept testing was first undertaken in Indonesia in the World Bank Nutrition Communication Behavior Change (NCBC) project. The methodology is now called TIPs (Trials of Improved Practices).
The Manoff behavior-centered approach has been applied to child nutrition, weaning, growth monitoring, maternal health, family planning and micronutrients.
Today the Manoff Group continues to identify strategic actions to change behaviors and improve the health of families and communities.
* Manoff International became the Manoff Group in 1988