Implementing the distribution of essential health products in Afghanistan
SHOPS Plus Afghanistan is entering a new phase of its five-year project, transitioning from data analysis to on-the-ground implementation. The project, which was launched in January 2016, aims to strengthen the impact and sustainability of the Afghan Social Marketing Organization (ASMO), a leading social marketing and behavioral change communication organization that promotes and distributes essential health products across Afghanistan.
ASMO’s products include oral rehydration salts (ORS) to treat childhood diarrhea, iron folate to support healthy mothers-to-be, contraceptives, and a water treatment solution. The project will apply learning and tools to develop and execute marketing plans for all priority health products.
The new phase follows a period of research and analysis of the country’s Demographic and Health Survey (DHS) data. Following the release of the survey data in February 2017, SHOPS Plus partner Avenir Health conducted a market segmentation analysis using the updated DHS to identify and prioritize population segments most likely to adopt family planning and maternal and child health products and services. The project also recommended strategies that could improve effectiveness of programming.
SHOPS Plus works to enhance ASMO’s impact by expanding the basket of health products it markets, improving the effectiveness and efficiency of its activities, and in parallel strengthening ASMO’s institutional and financial capacity so that ASMO’s activities are supported by diverse funding sources.
As part of the transition, SHOPS Plus recently held a social marketing training [link to PDF of report] focused on designing and implementing behavior change interventions in line with the annual program strategy and plan. The training used orientation towards application to produce action outputs that enable improved access, equity, demand, effective targeting and strategies to convert non-users to users of health products at scale while reinforcing the fundamentals of social marketing and behavior change as well as achieving financial sustainability.
Learn more about the re-launching of contraceptive products
Learn more about how we are increasing access to safe drinking water