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Country Ownership in Social Marketing Programs
KfW's Experiences and Future Trends
Dr. Kai Gesing, Senior Health and Population Adviser KfW
Martin Schmid, Principal Project Manager
Social Marketing Approaches
Financed by KfW
West Africa
Haiti Dom. Republic
Jamaica
Belize
Suriname
Central America
Eastern
Caribbean
Central Africa
Caribbean (CARICOM/ PANCAP-Program)
national programmes
regional programmes
KfW is currently financing 28 Social Marketing/ Franchising Programs.
Total volume: € 350 m.
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Social Marketing Definition and Main
Principles
Social Marketing Institute, Washington D.C. (SMI)
Definition
Social marketing (SM) is the planning and implementation of
programs designed to bring about positive social change using
concepts and techniques from commercial marketing. (Social Marketing
Institute (SMI))
Important Principles
• The ultimate objective of marketing is to influence action,
• Action is undertaken whenever target audiences believe that their
benefits will be greater than their costs,
• Programs to influence action will be more effective if they are based on
an understanding of the target audience's own values and perceptions,
• Target groups to be partitioned into segments with uniform behavior.
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Effectiveness of Social Marketing
Approaches
Example: Modern Contraceptives
“In the two decades between 1985 and
2005 the number of couples using modern
methods of contraception had more than
doubled (from 122 m. to 282 m.), whereas
the segment served by SM programs had
increased ninefold (from 4 m. to 37 m.).”
Philip D. Harvey
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The Striving for Private-Public
Cooperation within the Health Sector
Intervention of the State required
• Strategy and policy framework
• Legal framework (e.g. services, financing)
• Human resources development
• Provision of curative and preventive services
• Information, Education and Communication measures to foster
healthy behavior
• Distribution of “healthy consumables” (condoms; mosquito
nets, oral rehydration salts/ ORS, etc.)
Interventions of the State not necessarily required
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The Four Dimensions of Sustainability of Social Marketing Programs
Technical Sustainability
(Product, Price, Promotion and Place)
Financial Sustainability
Institutional Sustainability
Market Sustainability
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The Caribbean Experience:
Program Description
Goal
• Contribute to improvement of Sexual
Reproductive Health (SRH) in general,
• Contribute to Reduction of STIs and HIV
infection rates in selected countries of the
Caribbean region
Profile
• 13 Caribbean countries
• 11 separate multi-year contracts with Social
Marketing Organizations (SMOs)
• Budget Phase II (Jan. 2009 to Dec. 2012)
€ 13.2 million budget
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The Appropriate Mix of Different
Social Marketing Approaches
Behaviour Change Activities
Anti-Stigma Campaigns
IEC / BCC
Distribution of
‘Healthy Consumables’
NGO-Distributor Model
(Dominican Republic)
Generic Product Marketing
Measures (Condoms,
Hormonal Contraceptives
and Lubricants)
Standard NGO lead
Approach (Haiti)
Cooperation with Commercial Distributors
(Eastern Caribbean)
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The Total Market Approach
SM: To increase market volume and potential of the whole market
Commercial Brands
Private / NPO / NGO
Social Marketing Brands
Public Sector
Healthy Consumables
(Condoms etc.) for free
Goal
Private Sector
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Lessons Learnt (I)
Challenges
• Private sector condom distributors only gradually are becoming aware
of the benefits of cooperation with SM-Programs
 promising developments in the Eastern Caribbean, Belize and to
some extent also in Jamaica
• HIV/AIDS prevention must be embedded in a wider field of Sexual and
Reproductive Health (SRH)
• Scarcity of basic and affordable services within SRH
• Overall sustainability of the SM-Organizations is severely affected and
possibly not attainable (small size of national markets, inefficient
distribution channels)
• Strong need for surveillance systems (epidemiological and BCC)
To be developed clear metrics to measure impact.
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Lessons Learnt (II)
Chances
• The comparative advantage of social marketing over public sector
interventions is its ability to leverage commercial sector investment and
partly recover costs through sales
• Total Market Approach is able to enlarge the market volume and
potential
• Social marketing mentioned in the National Strategic Plan for HIV/AIDS
and part of PEPFAR’s HIV/AIDS framework for the region
• Social Marketing best practices are valuable and there is a need for
more opportunities to exchange lessons learned, especially in an Island
world like that of the Caribbean.
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Outline of Our Future Engagement
3rd Phase of the program to build on the experiences of the current
(2nd) phase:
• Private Sector / NGO - participation important, especially in times of
shrinking government budgets
• Maintain regional approach in close cooperation with PANCAP/
CARICOM
• Elaborate on standard quality of SRH-services (social franchising,
certification procedures, voucher-models)
• Strong focus on the poorer segments of the population
• Open to cooperation with partners (donors, public and private sector)
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Thank you for your attention!
Thank you for your attention!
We are looking forward to seeing you on
the occasion of our knowledge sharing event:
When: November 19th, 11.00 a.m.
Where: Grand F (side room in the general conference area).
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