UN Commission on Life Saving Commodities. Recommendation 7 Demand and Utilization: Focus on EC Strategy. November 12, Addis Ababa, Ethiopia

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1 UN Commission on Life Saving Commodities Recommendation 7 Demand and Utilization: Focus on EC Strategy November 12, 2013 Addis Ababa, Ethiopia

2 Overview of Rec 7: Demand and Utilization Rec 7 s global TRT convener: USAID TRT Members HC3 (JHUCCP) Lead Implementing Partner PSI, ICEC, PATH, Jhpiego Implementing partners CHAI, FHI360, MAMA, DMI & others TRT members Mission: to support countries to accelerate current demand generation efforts or to launch new demand generation activities that integrate commodity-specific content into broader RMNCH plans/strategies

3 Recommendation 7 Framework Demand Generation Implementation Kit for Underutilized Commodities in RMNCH Commodity-Specific Resources Cross-Cutting Resources Evidence Reviews Global synthesis of evidence on demand generation for each commodity and evidencebased recommendations. Country Engagement Adaptable Communication Strategies Step-by-step guide, with adaptable content, to create national or subnational communication strategies for each commodity. GENDER Guidance and tools to address the role of gender in the demand for RMNCH commodities. ICTs and NEW MEDIA Recommendations and theoretical framework for the use of ICT and new media for demand generation. PPP Strategy, tools and case studies for engaging the private sector to support demand generation. Landscape assessment and Implementation Kit introduction Rec 7 is providing support to 3-4 countries to provide an assessment of the current context of demand generation for priority commodities through a review of available materials and a national stakeholder meeting. This will help refine and focus country level plans, as well as to identify opportunities to leverage the Demand Generation Implementation Kit as a capacity strengthening tool to help support country priorities Rec 7 is available to provide targeted technical assistance in the utilization of the Implementation Kit to develop national communication strategies and demand generation campaigns

4 Evidence Review : Highlight of EC Evidence review found 21 documents that met the inclusion criteria Social & behavioral drivers

5 Evidence review : Highlight on EC Demand Generation Interventions (ECP) Social marketing: good fit for commercial and social marketing sectors increase access and utilization Front-line services: pharmacies can play important role in increasing women s knowledge and access to ECPs Mass media and interpersonal communication (IPC): variety of interventions implemented, including: repositioning ECPs within broader context of sexual and RH; awareness raising among the public; counseling hotlines; etc. Cross-sectoral: integrated ECP provision and counseling into police response

6 National Assessments for Demand Generation Aim: Review existing national evidence on demand, identify major evidence gaps, map existing programming Method: Desk review; KIIs; stakeholder workshop Output: National scorecard & report 3 countries: Uganda, DRC, Malawi

7 Demand Generation Implementation Kit (I-Kit) What is it? An online step-by-step guide to developing communication strategies to increase demand for underutilized commodities in RMNCH. The I-Kit includes commodity-specific communication strategies as well as crosscutting resources on integrating gender, utilizing ICT/new media, and leveraging public-private partnerships in demand generation. What does it provide? Adaptable content, tools and examples of communications materials designed to be easily applied across multiple country contexts Final Product: Demand generation strategies for selected health areas or commodities that are country or context specific and that are easily integrated into existing national communication strategies and interventions for RMNCH.

8 Rec 7 Demand Generation I-Kit: Organization The Power of Demand Generation Stage 1: National Assessment on Demand Generation Review existing evidence on demand generation for priority commodities Identify major evidence gaps and areas for additional analysis Propose recommendations for the development of demand generation strategies Stage 2: Key Components of Demand Generation Behavior Change Theory Integrate gender Utilize technology and new media Leverage public-private partnerships Stage 3: Step-by-Step Guide to Creating DG Communication Strategies Organized into four areas based on the RMNCH continuum of care:

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10 Overview of Stage 3 7 Steps in Strategy Development: Step 1: Research commodities Step 2: Analyze the situation Step 3: Define a vision Step 4: Choose the target audiences Step 5: Select key messages Step 6: Determine activities & interventions Step 7: Plan for monitoring and evaluation

11 STEP 1: Research Commodities

12 STEP 2: Analyze the Situation

13 STEP 3: Define a Vision

14 STEP 4: Choose the Target Audiences

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16 STEP 5: Select Key Messages

17 STEP 6: Determine Activities & Interventions Intervention Area Illustrative Activities Purpose Target Audiences Short-form mass media TV or radio ad addressing major misconceptions on ECP Awareness raising WRA Men (supportive partners) Community members

18 STEP 7: Plan for Monitoring & Evaluation

19 What do you get? Commodity-specific communication strategy Adapted to country context Ready for integration into broader programming in RMNCH OR for stand-alone program

20 Next Steps for Rec 7 1. Complete I-Kit: Strategies for all priority commodities, finalize cross-cutting tools, provide additional resources and instructional tools 2. Conduct national assessment in additional countries 1. Broader dissemination to other pathfinder countries and beyond 2. Provide country-level TA on utilization I-Kit and implementing DG programs (at request)

21 Find out more under Implementation Kits Joanna Skinner