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Rural Social marketing programme
HLFPPT's active involvement in Family Planning programme of Uttar Pradesh started with the SIFPSA supported Sukhi Sansar Project (Social Marketing of Deluxe Nirodh , Mala-D Oral Pills in Rural Uttar Pradesh) undertaken by HLFPPT during 1997 - 2006.
Over the last eleven years from 1997-2008, the rural social marketing programme has developed direct distribution of condoms to over 25,000 villages in UP. It has resulted in increasing the rural condom market from 39 million Pcs to over 100 million Pcs and access to condoms increased from 18% to 65% C&D category villages which has been a real milestone in Rural condom promotion and increasing the condom market in the rural areas. Since 1997 this model evolved through active phases of engagement with SIFPSA:
1997-1999: Chota Sansar project- A Contraceptive Rural marketing programme was implemented in towns of population less than 20,000. This programme being an innovative approach thru a pilot project, demonstrated the relevance and success of rural marketing approaches in condom and oral contraceptive pill promotion.
2000-2003: Based on the success of the above project a new state wide project 'Sukhi Sansar Project 1' was implemented by HLFPPT for expanding the access and also expanding the usage of contraceptive in the Rural Areas. The Rural Areas focused had been upto 1000 Population villages in the state. Rural and Non Traditional Outlets for selling condoms and OCPs had been developed in more than 20000 Villages (upto 1000 Population category). The project developed a distribution channel for Condoms and Pills in all the districts of the state and appointed the trade channel partners in district headquarters, Tehsil headquarters and block headquarters. The benchmarks of the project were in terms of expanding the overall condom market which Project could successfully achieve.
2003-2006: Based on the success of the aforesaid project and incorporating the learnings of the project another state wide project had been awarded to HLFPPT for higher level of intervention in terms of reach and market expansion.
The project called as 'Sukhi Sansar Project 2' was implemented by HLFPPT. The benchmarks of the project were in terms of expanding the overall condom market and availability, which Project could successfully achieve.
In addition to the above Statewide Project a hybrid model of Rural Social Marketing and Community Based Social Marketing Programme 'Project Khushali' has been implemented by HLFPPT in Western UP for a period of two years (2003-05).
HLFPPT supported the Red Ribbon Express in partnership with NACO
HLFPPT is implementing NACO supported condom social marketing program high priority districts of the state.
In addition to market expansion and coverage through the above projects, Linkages with NGOs and Milk Coorporates were also established and strengthened in the state.
Merrygold Health Network (social franchising)
 HLFPPT has launched Merrygold Health Network in the state of Uttar Pradesh as a social franchising initiative through State Innovations in Family Planning Services project Agency (SIFPSA) in partnership with USAID, Government of India and the state government of U.P. The trust is committed to establish 70 Level 1 franchisees (Merrygold) at district levels as the hub connected to the next two levels. Level 2 comprises of fractional franchisees (Merrysilver) established at subdivision and block level. Level 3 (MerryAYUSH) comprises of providers like ANMs, ASHA and AYUSH and acts as first point of contact with the community as also referral support to Merrysilver and MerryGold hospitals. Emphasis is on affordable pricing, quality assurance, customer servicing and efficient service delivery through standardized operating protocols. IT enabled Hospital Management Information System (HMIS) is also being established. A team of public health and clinical professionals facilitates capacity building and quality assurance. Integrated Health Insurance policy for coverage of risk during maternity has been introduced, a branded pharmacy and chain of diagnostic facilities is also being strategized.
Kanpur Voucher Scheme
 The model, piloted in districts of
Kanpur and Agra has been scaled
up to eight districts of U.P. in 07-08
and will be expanded to all 70 Districts
in next two years, reaching out to
approximately 8 million women.
State government has accredited
Merrygold hospitals for Janani
Suraksha Yojana and Sowbhagyavati
Scheme to provide free of cost RCH
services and emergency obstetric care.
Under the Project, families living Below Poverty Line (BPL) in urban slums are provided with a free Health voucher for availing Maternal and Child Health services in accredited private facilities/hospitals at free of cost. Private Hospitals are reimbursed the cost of services rendered by them to the beneficiaries. HLFPPT is the implementing partner for this USAID supported project.
Community Care Centers
Community Care Centers have been designed and established to reduce HIV related morbidity and mortality in adults and children and mitigate the impact of HIV on children and women headed households. These centers are a bridge between the community and the hospital providing comprehensive care to PLHA with special emphasis on nutrition and drug adherence. With support from PACT (Promoting Access to Care and Treatment) initiative of Global Fund Round VI, HLFPPT is committed to establish 24 such centers in Madhya Pradesh, Uttar Pradesh and Rajasthan through Population Foundation of India (PFI).
Logo of Community Care Centers: CCC (2007)
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