Access to My Choice Social Marketing for a Better Life

Access to my choice Social Marketing for a Better Life

Vol. 1 No. 1 Sep / Oct 2014 www.dktethiopia.org Tel: +251 116 632222 Fax: +251 116 632223 PO Box: 8744

DKT Ethiopia Welcomes DKT International President DKT Ethiopia welcomed Mr. Christopher Purdy, President of DKT International, November 13 - 14 in Addis Ababa. During his visit, Mr. Purdy visited Wise-Up, HEI, and YM projects sites and held discus- sions with Head Office staff. Audience Observing Invisible and Forum Drama “…It is very nice to see everyone and always nice to come to Ethiopia…My first BMGF: Invisible and Forum experience with DKT was in Ethiopia and Dramas Performed you never forget your first love. I have to The Bill and Melinda Gates Foundation say that even though I have been follow- (BMGF)-supported Rural Social Market- ing what you have been doing here for the ing (RSM) pilot embarked on a new ac- 10 – 15 years since I left, the last two days tivity this fall, performing invisible and have been a really fantastic exposure to forum dramas in 30 market towns in West what this program has become.” Arsi, Guraghe and Silte Zones of Oromiya “…I am sure you know this already, but Mr. Christopher Purdy, President, DKT and SNNPR. International it is something to be really proud of, the contribution this program makes to fam- for DKT in Turkey, Indonesia, and Ethio- The dramas, which were facilitated by ily planning, HIV prevention, and repro- pia. His first assignment with DKT was in Habesha Arts Promotion, were conducted ductive health in general in Ethiopia. It is Ethiopia, where he led the program from in October and November 2014. Habe- really quite amazing.” 1997 to 2000. sha Arts Promotion recruited and trained amateurs from respective zonal culture Prior to becoming President of DKT In- Mr. Purdy replaces Mr. Phil Harvey, and tourism offices. Dramas centered on ternational in 2013, Mr. Purdy served as founder and president of DKT Interna- evidence-based barriers to FP use among Executive Vice President of the organiza- tional, who served as head of the organi- rural women in Ethiopia, including mis- tion. He also served as Country Director zation until 2013. conceptions about FP methods, social support, self-efficacy and perceived avail- ability. 4th Media Round Table Discussion Held October 16, 2014 DKT Ethiopia held its 4th Media Round The BMGF-supported RSM pilot, which Table Discussion October 16 at Friend- concludes at the end of 2014, tests the im- ship International Hotel in Addis Ababa. pact of three (3) implementation modali- ties for increasing family planning use in The round table focused on the role of rural areas. journalists in addressing challenges of sex workers on correct and consistent male condom use. The discussion was facilitated by Ato Kejela Kena, Director General, SNNP: Medication Abortion of Oromia Radio and Television (ORT- (MA) Training Held VO). More than 30 journalists attended. DKT SNNP held training on MA for 89 providers from clinical and pharmaceu- DKT Ethiopia regularly hosts media Ato Kejela Kena, Director General, ORTVO, tical outlets in Hawassa and Hossana, round tables to encourage media aware- Encouraging Journalists to Address Condom ness and coverage of HIV-prevention and SNNP, November 5 – 10, 2014. Use by Sex Workers family planning issues. Vol. 1 No. 1 Sep / Oct 2014 www.dktethiopia.org Tel: +251 116 632222 Fax: +251 116 632223 PO Box: 8744

Director’s Note Access to my choice Greetings Colleague,

The past two months has been a time of challenge and excitement. Contributors Challenge (in a good way) as we finalize a strategic document to guide us for the coming five years. Exciting, because we continue to Abdu Ebrahim, M&E Officer deliver as one of the most innovative non-profits in Africa. Abeje Israel, BMGF-RSM Coordinator Solomon Gebre, Regional Head, DKT Our 2015 - 2020 strategic document helps us focus on what we do SNNP best - delivering and promoting RH products to the Ethiopian pub- Zewditu Negede, Regional Head, DKT lic. We look forward to continuing this over the coming five years in Benishangul-Gumuz ways consistent with our core values: reliability, innovation, diver- sity and integrity.

Editor In October, we introduced braille-based condom use instructions, one of the first (the first?) in Africa. Why is this important? Because Ken Divelbess as many as five million Ethiopians are blind or visually impaired. While blind and visually impaired have the same HIV-prevention Layout & Design needs as any group, they have not always received a correspond- ing HIV response. That’s why we are delighted to partner with local Fitih Tola, DKT Ethiopia Public Relation organizations to contribute what will be another valuable tool in Officer Ethiopia’s HIV response.

Wishing you an excellent start to the Western New Year, For all inquiries, please email Fitih Tola at [email protected] Rory Harrington Country Director

DKT Ethiopia Signs MOUs with AHCB, NOVIB, Launches Braille-Based Condom Use Instruction

According to one study, 1.6% of Ethiopians are blind and 3.7% visually impaired. This equates to approximately 1.5 million blind and 3.5 million visually impaired Ethiopians.

“[Risk factors] necessitates the need for specific HIV/AIDS interventions for peo- ple with disabilities,” says Dagmawit Gir- may, DKT Ethiopia Deputy Director. DKT Ethiopia signed Memoranda of Un- derstanding (MOU) with Addis Hiwot “Often times, and contrary to popular Center of the Blind (AHCB) in Addis assumption, disabled individuals are at Ababa as well as the Network of Organiza- greater risk for HIV than the general pop- tions for the Visually Impaired and Blind ulation.” (NOVIB) at Friendship International Ho- tel in Addis Ababa on Wednesday, Octo- According to one study, 1.6% of Ethiopi- ber 22, 2014. ans are blind and 3.7% visually impaired. Mixed Amharic and Braille Condom Use This equates to approximately 1.5 million Instructions At the ceremony, DKT Ethiopia and blind and 3.5 million visually impaired NOVIB, complimented DKT Ethiopia DKT’s Wise-Up Program introduced a Ethiopians. for its role in dispelling misconceptions braille-based condom use instruction, about the blind and disabled, including possibly the first in Africa. Getu Mulatu, General Manager of that these groups are not sexually active. Vol. 1 No. 1 Sep / Oct 2014 www.dktethiopia.org Tel: +251 116 632222 Fax: +251 116 632223 PO Box: 8744

RESULTS What is Social Marketing? There is more than one way to de- fine social marketing, but there are three components that are essential to any definition. First is the role of marketing techniques—which necessitate putting the primary audience or target audience (aka “cus- tomer”) at the center of every deci- sion. Second is that the focus of the endeavor is on voluntary behavior From July 2013 - June 2014, DKT Ethiopia sustained nationwide distribution of change. Third, but not least, is that its wide-ranging product offerings, delivering 2.6 million couple years protection the behavior change is for the bene- (CYP). This total included 67 million condoms, 4.1 million cycles of oral contra- fit of an individual, group, or popu- ceptive pills (OCP) and 2.7 million vials of injectable contraceptives, among other lation, not for profit or commercial products. gain. Three of the most established and widely accepted definitions of As shown in the figure below, DKT Ethiopia’s CYP was distributed relatively evenly social marketing are: across four product categories: condoms, injectable and implant contraceptives, and IUCDs. “The application of commercial marketing technologies to the anal- ysis, planning, execution, and eval- uation of programs designed to influence the voluntary behaviors of target audiences in order to improve their personal welfare and that of their society.” (Alan Andreasen, Georgetown University, 1995)

“...The use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify, or abandon a behavior for the benefit of individuals, groups, or society as a whole.” (Phil- The July 2013 - June 2014 period was marked by the continued expansion ofThe ip Kotler, Ned Roberto, Nancy Lee, Likke Project (also known as Rural Social Marketing), DKT Ethiopia’s signature ini- 2002) tiative to increase family planning among rural women. Likke’s 17 teams delivered approximately three to four times as many products as during the previous year, as “...A process for influencing human shown in the table below: behavior on a large scale, using marketing principles for the purpose of Emergency Period Condoms OCP Injectables IUCD Implants ORS societal benefit rather than com- Contr. mercial profit.” (W. Smith, Academy July 2013 - June 2014 2,788,596 228,332 232,340 38,220 1,316 2,370 142,808 for Educational Development). July 2012 - June 2013 802,744 78,304 83,295 10,320 20 0 70,300

Growth (%) 347% 292% 279% 370% 6,580% 203%

Source: “Social Marketing and Public Health: Les- DKT Ethiopia supported its brands with significant mass media - over 3,000 televi- sons from the Field. A Guide to Social Mar- sion and radio spots as well as 345 transmissions of a radio serial drama - from July keting”, The Social Marketing National Excel- 2013 - June 2014. lence Collaborative, May 2003, Produced by the Turning Point National Program Office at the University of Washington. DKT Ethiopia’s Projects - Temarinet, Wise-Up, and Young Marketers - continued their essential work of building demand for HIV-prevention and family planning use among vulnerable populations, including university students and sex workers. Vol. 1 No. 1 Sep / Oct 2014 www.dktethiopia.org Tel: +251 116 632222 Fax: +251 116 632223 PO Box: 8744

About DKT Ethiopia Nationwide Coverage: DKT Ethiopia meets demand through 11 Regional Offices, 14 Mini Since DKT started in Ethiopia in 1990, Stores, and a Central Warehouse in Addis Ababa the country has made remarkable prog- ress improving access to and use of contraceptives. For example, contraceptive prevalence (CPR) by married women was less than 3% in 1990, but 33.3% by 2014. Similarly, the average number of children born to a woman in her lifetime decreased from 6.4 in 1990 to 4.4 in 2014. This is partly due to DKT Ethiopia’s efforts to help legalize medical abortion in Ethiopia.

DKT Ethiopia began operations in Ethio- pia with a single brand of condom: Hiwot Trust. The program now socially markets condoms (3 brands, including 8 variants of Sensation), oral contraceptives (3 brands), injectable and emergency contraceptives and other reproductive health and child survival products.

In 2013, DKT Ethiopia delivered 2.44 million couple years protection (CYPs), including 58 million condoms, 3.4 mil- Product Range and Brand Support: lion cycles of oral contraceptives, and 2.5 DKT has multiple brands and variants for several product categories, all million injectable contraceptives. In addi- supported by strong branding and promotion tion, DKT sold over 195,000 IUCDs and 185,000 medical abortion pills.

DKT Ethiopia regularly supplies 25% of Ethiopia’s CYPs and 33% of the country’s condoms. A December 2013 article in Studies in Family Planning highlighted DKT’s contribution to Ethiopia’s family planning success.

DKT’s newest activity, The Likke Project, builds on the organization’s urban-based successes by extending product distribution and promotion to previously un- reached rural areas. DKT Ethiopia has already deployed 17 teams, comprised of a Coordinator, male and female nurse and driver, with the goal of reaching 1,000 market towns.

DKT ETHIOPIA Bole Airport, WOMSADCO Building, PO Box 8744 Addis Ababa, Ethiopia +251 11 6 63 22 22 (t), +251 11 6 63 22 23 (f) www.dktethiopia.org