SHOPS is funded by the U.S. Agency for International Development. Abt Associates leads the project in collaboration with: Banyan Global Jhpiego Marie Stopes International Monitor Group O’Hanlon Health Consulting Achieving Results through Integrating Supply and Demand Houda Khayame SHOPS Social Marketing Manager, Jordan June 16, 2015
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Achieving Results through Integrating Supply and Demand · Integrating Supply and Demand Houda Khayame SHOPS Social Marketing Manager, Jordan ... Social marketing campaign: IUD Mass
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SHOPS is funded by the U.S. Agency for International Development.
Abt Associates leads the project in collaboration with:
Banyan Global
Jhpiego
Marie Stopes International
Monitor Group
O’Hanlon Health Consulting
Achieving Results through
Integrating Supply and Demand
Houda Khayame
SHOPS Social Marketing Manager, Jordan
June 16, 2015
18
TFR stagnant for over a decade
0
1
2
3
4
5
6
7
8
1976 1983 1990 1997 2002 2007 2009 2012
3.7 3.6 3.8 3.5
TFR
Years
Source: Jordan DHS, JPFHS
19
Modern CPR stalls at 42%
0
10
20
30
40
50
60
70
2007 2009 2012
Traditional
Modern17% 19%
42%
15%
Total CPR
Years
Source: Jordan DHS, JPFHS
20
Private sector provides more FP than public
Public sector
JAFPP
UNRWA
Pharmacy
Private doctor
Privatehospital/clinic
Source: JPFHS 2012
44%
Public
Sector
56%
Private
Sector
Jordanian Association for
Family Planning and Protection
10.6%
21
SHOPS Jordan goals
SUPPLY
• Strengthening NGO
service provision
• Increasing access to
quality FP through the
private sector
DEMAND
• Increasing demand for
private sector services
Increasing use of modern contraceptive methods
Integration strategy
22
Demand interventions involving
private service providers
Social marketing
campaigns
Home visits
program
NGO clinics
marketing
Doctors on TV and at
community events
Vouchers for free FP
services at network doctors
Clinics’ branding and
community promotion
23
Social marketing campaign: IUD
Mass Media and PR
Doctors media
training and TV
broadcasts
Community Outreach
Doctors “edutaining” lectures in
the community
Points of Service
IEC materials in private and NGO clinics
Social Media
Doctors Q&A with
audience on Facebook
24
“Limiters” TV ad
25
“Clinics” TV ad
26
Strong correlation between exposure to IUD
campaign and positive outcomes
Source: Reach and Effect of the IUD Social Marketing Campaign, Wave 2, SHOPS Jordan, December 2014