Rural Social Marketing Program
HLFPPT undertook its premier Family Planning Program of Uttar Pradesh with the SIFPSA supported 'Sukhi Sansar' Project which is involved in the Social Marketing of Deluxe Nirodh Condoms, and Mala-D Oral Contraceptive Pills in Rural Uttar Pradesh. Over the past eleven years the Rural Social Marketing Program has developed a Direct Distribution System of condoms in over 25,000 villages in the 'C' and 'D' categories in the State which has resulted in a substantial increase in the sale of condoms. The success of this project encouraged us to undertake the following projects in Uttar Pradesh.
| 1997-1999 |
2000-2003 |
2003-2005 |
2003-2006 |
'Chota Sansar' Project |
'Sukhi Sansar Project 1' |
‘Khushali’ |
‘Sukhi Sansar Project 2’ |
| Contraceptive Rural
Marketing Program
In towns with population less than 20,000
Promotion of condoms and oral contraceptive
pills |
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•
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20,000 villages with
population of up to
1000
Rural and non-traditional outlets for selling
condoms and OCPs
Designated distribution channels like the Trade Channel Partners in
District headquarters ,
Tehsil headquarters and
Block headquarters |
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•
•
• |
Implemented in Western Uttar Pradesh
Rural Social Marketing and Community Based
Social Marketing Program
Social Marketing Program in collaboration with
NACO aiming at the high
priority districts of the State |
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•
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Achieved more in terms of distribution of condoms and creating awareness about the
benefits of a small family and
safe sex |
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Community Based Social Marketing Program
HLFPPT has been immensely successful in creating awareness about the importance of Family Planning. The Community Based Social Marketing Program undertaken in Bihar, Jharkhand & Orissa - boasts of the following achievements.
| States |
Districts
Covered |
No. of
Villages |
Tarang
Partners |
Condoms
Marketed |
OCPs
Marketed |
Village re- presentation |
Rural population |
Bihar Since 2001 |
Patna, Vaishali, Saran, Samastipur |
4200 |
2125 |
11 million |
952,640 Lac
Jharkhand Since 2001 |
70% |
80% |
Jharkhand Since 2001 |
Ranchi, Hazaribagh, Gumla and Lohardhaga |
3143 |
2000 |
10 million |
958,000 Lac |
65% |
85% |
| Orissa since
2001 |
Khurdah, Nayagarh, Ganjam and Phulbani (Kandhamaal) |
2125 |
900 |
6.4 million |
445,000 Lac |
56% |
75% |
Our organization has been implementing the Social Marketing Program supported by NACO in four Indian states. The chart below explains the rate of success achieved through this program…
| States |
Bihar |
Jharkhand |
Orissa |
Number of districts covered |
11 |
11 |
3 |
Number of villages covered |
6000 |
5000 |
1200 |
Number of outlets |
8000 |
6000 |
1500 |
Condoms marketed |
5.8 million |
5.5 million |
5.6 million |
Oral Contraceptives marketed |
1.5Lac |
1.2Lac |
0.8Lac |
| Stockists |
28 |
22 |
7 |
| Retailers |
6400 |
8000 |
600 |
| Helped by |
2 Area Managers, 25 Field Sales Officers and 12 promotion staff |
3 Area Managers, 22 Field Sales Officers and 15 promotion staff |
2 Area Managers, 3 Field Sales Officers and 6 promotion staff |
Network Based Social Marketing Program
Andhra Pradesh
 We commenced operations in Andhra Pradesh in 1999 with the implementation of the State Management Agency (SMA) for APSACS. And in 2000, HLFPPT started the Andhra Pradesh Social Marketing Program (APSMP) with funding from the Government of India. This Program worked on the Social Marketing of Contraceptives in order to increase awareness of Family Planning. This was followed up with a second phase of APSMP which ran from 2004 to 2007 and worked exclusively in over 10,000 villages.
The Trust has created and nurtured a network of RMPs in the State known as ‘Tarang Network’ whose members are called ‘Tarang Partners’. Internal research has confirmed that the RMP is the first source of information, counseling and treatment for all ailments in the village, this being especially true where access to an MBBS qualified doctor is rare. Thus, the RMP acts as a very strong influencer of people’s behavior when it comes to health and health care in villages. |
Merrygold Health Network (Social Franchising)
Merrygold Health Network aims at creating access to low cost good quality Maternal and Child Health (MCH) services by networking with Private health service providers as franchisees. The project has a hub and spoke design with Level 1 franchisees (Merrygold) established at district levels as the hub connected to level 2 and level 3. 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. State government has accredited Merrygold hospitals for Janani Suraksha Yojana and Sowbhagyavati Scheme to provide free of cost RCH services and emergency obstetric care.
Download Merrygold Brochure
Training and capacity building
Public Private Partnership
http://www.sifpsa.org/initiatives/health_home.htm
Kanpur Voucher Scheme
HLFPPT is the implementing partner for this USAID project which provides free health care vouchers to people living Below the Poverty Line (BPL) in urban slums which can be exchanged for free Maternal and Child Health Services in accredited private facilities/hospitals.
Sehat Ki Sawari
Mobile Health Vans, Uttaranchal
 Mobile Health Clinics were introduced as an easily accessible health care tool in the absence of primary health care delivery services. The aim was to provide remote and under-served communities with quality Reproductive and Child Health services.
The Mobile Health Clinic Project initiated by the Government of Uttaranchal was piloted in Chamoli District in 2004. Following the success of this endeavor the UAHFS (Uttaranchal Health and Family Welfare Society) decided to undertake a similar Project in Tehri Garwal District in 2005. The health van and the MHC team follow well planned routes that take them to stations of a Fixed Service Delivery Point for a day and then move to the next Delivery Point in the evening. The MHC operates in two cycles.
• Day 1-12: Cycle 1 • Day 16-27: Cycle 2
The MHC follows a ‘fixed date’ approach for its operation irrespective of the day including Sunday.
Nishchay-Home Based Pregnancy Test Card
 Nishchay, home based pregnancy test cards were introduced through ASHA workers in all states and union territories of the country by HLFPPT with funding support from National Rural Health Mission (NRHM). Family Planning (FP) and Maternal and Child Health (MCH) programmes, for decades have been struggling with primarily three issues, low percentage of women going for Ante Natal Care (ANC) in first trimester due to late detection of pregnancy, contraceptive provisioning not started after ruling out pregnancy, very high number of unsafe abortions due to late detection of pregnancy. This nationwide program was hence rolled out to address them and make this home based pregnancy testing technology available to rural women free of cost with appropriate information. Various state/district level NGOs and CBOs are an integral part of the programme for provisioning of training and monitoring support. Raising community awareness is the key approach of the program. Important activities include capacity building of ASHAs through resource persons with field and NGO experience, brand and logo visibility using mass media campaign, community outreach activities using mid -media campaign, and integrating the card into the monitoring system of NRHM/RCH-II. Project Nischay is thus, not an end but a means towards safe motherhood and healthy families!
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