Other Information MSI is exploring areas for expanding the reach of its social marketing programmes. The existing MSI clinic network provides a good platform from which to launch additional social marketing initiatives.
Contact Information MSI, 153-157 Cleveland Street, London W1P 5PG, U.K.
Tel: +44 (0)171 574 7400; Fax: +44 (0)171 574 7417 E-mail: services@stopes.org.uk
Web Site: http://www.mariestopes.org.uk
2.5 Population Services International (PSI)10
PSI, a non-profit group based in Washington DC, is the leading social marketing organisation with projects in more than 45 countries. It develops and implements social marketing programmes to encourage healthy behaviour and increase the availability of health products at prices low-income people can afford. PSI markets and promotes products for family planning, HIV/AIDS prevention, maternal and child health. Its promotional and educational campaigns motivate the use of these products and stimulate behaviour change. PSI also works to develop and strengthen local industry and trains local counterparts in public health and social marketing.
Programme Focus HIV/AIDS prevention; reproductive health; maternal and child health Social Marketing Model PSI projects develop and market their own brands of condoms Period of Operation Since 1976 to the present
Countries of Operation Albania, Angola, Benin, Bolivia, Botswana, Brazil, Burkina Faso, Burundi, Cambodia, Cameroon, Central African Republic, Central America (Belize, Costa Rica, El Salvador, Guatemala, Nicaragua) Chad, Congo-Brazzaville, Congo-Kinshasa, Côte d’Ivoire, Eritrea, Ethiopia, Guinea, Guinea Bissau, Haiti, India, Kenya, Laos (PDR), Malawi, Mozambique, Myanmar, Namibia, Nigeria, Pakistan, Paraguay, Romania, Russia, Rwanda, South Africa, Tanzania, Togo, Venezuela, Zambia, Zimbabwe.
Products Male and female condoms; oral and injectable contraceptives; oral rehydration salts, insecticide-treated mosquito nets and micronutrients.
Sales Volume for Most
Recent Year In 1998:
Male Condoms: 443,852,215; Female Condoms: 502,252; Oral Contraceptives: 10,236,913; Injectables: 562,307; IUDs: 139,316 VFTs: 165,405
Promotion Strategy Innovative use of traditional (e.g. radio, television, newspapers) and non-traditional (e.g. billboards, concerts, itinerant poets, movie spots, puppet shows) media and techniques.
Donors PSI is funded by a variety of governments, international agencies, private foundations, corporations and individuals. Donors for specific projects vary and are listed under individual project profiles.
Other Information See country pages for more information
Contact Information PSI, 1120 19th St. NW, Suite 600, Washington DC, USA Tel. 202-785-0072, Fax. 202-785-0120;
E-mail: generalinfo@psiwash.org Web Site: http://www.psiwash.org
10 PSI documents referred to during the compilation of this Directory: PSI 1997-1998 Annual Report; P. M.
2.6 Social Marketing Company (SMC ), Bangladesh
SMC, Bangladesh is the largest privately managed social marketing concern in the world. Its mission is to enhance the quality of life of the less privileged people of Bangladesh through social marketing of products and services, which offer improved health benefits. SMC markets products for reproductive, maternal and child health at affordable prices, and with the support of local facilitating agencies, implements a comprehensive behaviour change communications strategy. SMC’s social marketing programmes play a major role in the national health and family welfare programme.
Programme Focus Reproductive & maternal health, child survival and STD/AIDS prevention.
Social Marketing Model SMC uses basic commercial marketing techniques to market mostly its own brands of products and services through its own sales and distribution force, and through supportive behaviour change communications.
Period of Operation From 1974
Countries of Operation Bangladesh ( nation-wide )
Products Oral contraceptive pills, male condoms, injectable hormone, contraceptive foam tablets, pre-packaged oral rehydration salt, safe delivery kits, sanitary napkins and disposable syringes.
Sales Volume of Most Recent Year (for condoms)
142 millions condoms sold in 1998.
Promotion Strategy SMC products and services are promoted through: extensive and innovative use of mass media (TV, radio, press, cinema, mobile video, billboards); sales promotion activities (over-the-counter, point-of-sale); direct customer education (training pharmacists, rural doctors, school children, peer health educators, advocacy, social mobilisation, group meetings); non-traditional media (boat sails, street theatre, road floats, open-air concerts).
Donors USAID, European Union, DfID.
Estimated Level of Funding for Condom Social Marketing for Most Recent Year
US$500,000 per annum ( excluding commodity cost )
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SMC Bangladesh continued
Other Information Franchising pharmacies under ‘Blue Star’ programme for clinical services (injectable and IUD); manufacturing of pre-packaged ORS, oral contraceptive pills, condoms; marketing female condoms and pre-packaged therapy (male STD kit) **
*Feasibility of female condom marketing has been done by SMC and product sourcing is in process.
*Test marketing of pre-packaged therapy (male STD kit) is to be undertaken within second quarter of 1999.
Contact Information Social Marketing Company, Bangladesh
“LANDMARK” Building ( 3rd and 4th Floor ) 12-14 Gulshan North C/A
Dhaka-1212
Tel: 880-2-871423, 886749 Fax: 880-2-887583
E-mail: smcbdesh@citechco.net
2.7 The FUTURES Group International (FUTURES)11
The Futures Group International and the sister organisation, Futures Group Europe together comprise a health management consulting firm with a specialism in social marketing. FUTURES assists clients in building effective sustainable programmes through the transfer of skills and technologies. FUTURES provides its clients in the public, non-governmental and commercial sector with technical and management expertise in a wide range of programmatic areas, including reproductive health, population and HIV prevention and care. FUTURES social marketing programmes are implemented within the context of donor needs in these areas. FUTURES complements its social marketing expertise though marketing forecasting services, modelling and evaluation to assist clients, donors and partners in effective usage of available funds and the highest efficacy possible within project goals.
Programme Focus Strategic planning, HIV/AIDS prevention; reproductive health; family planning, gender and population issues; social marketing; health planning policy and private sector development.
Social Marketing Model FUTURES/FUTURES Europe generally adopt the “manufacturer’s model” in which the social marketing projects support the promotion of an existing manufacturer’s or importer’s product brand. FUTURES works with local implementing partners (e.g. distributors and pharmaceutical companies) to establish pricing structures that render products affordable to target consumers while maximising cost-recovery.
Period of Operation FUTURES was established in 1971 in Washington DC and FUTURES Europe was set up in 1991 to serve European donors.
Countries of Operation Between them, FUTURES and FUTURES Europe have worked in over 50 countries in Africa, Asia, Latin America and the Near East.
Currently, condom social marketing projects are underway in: El Salvador, Ghana, Guatemala, India, Indonesia, Kenya, Malawi, Nepal, Philippines, Togo, Pakistan, and Uganda.
Products Condoms, oral and injectable contraceptives, vaginal foaming tablets, IUDs, anti-malarials and oral rehydration solutions.
Condom Sales Volume
for Most Recent Year Not available.
Promotion Strategy Promotion strategies vary based on donor requirements, the evaluation of the country and social and economic scenario and cost equations in the market area.
Donors FUTURES/FUTURES Europe are funded from a variety of sources including self-financing, governments, multi/bi-lateral agencies, private foundations, corporations and individuals. Donors for specific projects vary and are listed under individual project profiles.
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FUTURES/FUTURES UK Profile continued Estimated Level of
Funding for Condom Social Marketing for Most Recent Year
GBP £ 45,000,000
Other Information FUTURES is increasingly in demand to assist countries with AIDS policy formulation in advance of inception, changes or additions to condom social marketing programmes which have an objective to deter the transmission of the AIDS virus. We apply FUTURES Group AIDS impact model to condom social marketing programmes to give donors and government social marketing programmes enhancement on basic sales and promotion that social marketers frequently offer, enabling those government SM programmes to have significantly greater effect.
Contact Information The Futures Group International 1050 17th Street, N. W., Suite 1000 Washington D. C. 20036, USA.
Tel.: +1-202-775-9680; Fax: +1-202-775-9694 Web Site: http://www.tfgi.com
Futures Group Europe Edgar Buildings 17 George Street Bath BA1 2 EN, U.K.
Tel: 44-(0)1225-321840; Fax 44-(0)1225-443656 E-mail: TFGI-LONDON@tfgi.com