Increase demand for priority health products
SHOPS Plus supports the Afghan Social Marketing Organization (ASMO) in implementing evidence-based demand generation strategies. These activities are informed by evidence from project studies and surveys completed to identify and describe key barriers to the use of these products, and inform content development and media selection to improve media campaigns. SHOPS Plus’s strategies aim to bridge gender gaps in access to information, by prioritizing interpersonal interactions in women-only spaces, such as beauty salons, to inform Afghan women of the availability of priority health products that are available to use for them and their families. The project also engages imams to increase male engagement and address deep-rooted social and religious beliefs around family planning and maternal and child health among worshipers after daily prayers.