PSI's Tanzania Social Marketing Project's (TSMP) intermediate results include aggressively expanding impact of targeted social marketing initiatives that are aligned to measurable behavioral outcomes in HIV/AIDS and strengthened local capacity to sustain social marketing activities to achieve public health outcomes. The project links with the USG/Ts PFIP and GHI Strategy by increasing uptake of preventive health services and product use. TSMP products include use of condoms and household water treatment among young males, PLHIV, and other project target groups. The project works nationally to leverage the total market to correct market inequalities and develop sustainable solutions, providing customers with effective choices. TSMP provides technical support to one Tanzanian organization, T-MARC, and key stakeholders from the public, non-profit, and private sectors to improve market segmentation, subsidy strategies, and distribution systems. TSMP maximizes cost efficiencies through cost share and collaboration with activities under the GF Round 4 HIV RCC. M&E activities include baseline/endline target group surveys, retail outlet surveys, and other formative research; and regular MIS of communication and other key programmatic activities.

Six vehicles will be procured in the second year. PSI has investigated both US and foreign made vehicles and has selected foreign made based on the fact that spare parts are easily available and repair services are significantly better for Toyota vehicles than any other vehicle throughout Tanzania. TSMP also compared rental costs with purchase costs and found significant cost savings over the life of the project through procurement.

TSMP will procure and distribute household water treatment commodities and condoms (condoms procured through co-financing support from the Global Fund) to support 165,000 vulnerable households supported by 19 PEPFAR implementing partners of home-based care services for PLHIV.

The household water treatment component aims to reduce morbidity and mortality related to opportunistic infections, in particular diarrheal diseases, among PLHIV by integrating household water treatment product promotion and distribution with hygiene awareness into existing community-based activities led by USG/T HBC implementing partners. The integration of safe water into palliative care and support increases the acceptability of the product and the targeted communication messages. Product distribution will be accompanied by behavior change communications to promote correct and consistent household water treatment and good hygiene practices among the vulnerable and affected households, as coordinated by individual partner organizations. TSMP has identified a range of appropriate household water treatment products, including WaterGuard, Safe Water Solution (SWS), WaterGuard Tablets; PUR water filtration system; and Lifestraw instant microbiological purifier. All of the products have been approved by the Tanzania Bureau of Standards.

A total of 14.4 million condoms will also be procured, using co-financing through the GF. TSMP will bring USG/T implementing partners together to increase awareness and understanding of opportunities to integrate condoms and household water treatment into their palliative care programs through a training of trainers approach. The project will train local NGO partners on the link between unsafe drinking water and health, as well as recommend safe water and hand-washing practices. Partners will then conduct sessions among the 8,000 outreach volunteers at the district and community level to encourage further dissemination of key messages about proper usage and benefits of the products. Partners will be responsible for ensuring that messages and materials are provided to the end users on the use and maintenance of the behaviors and products.

TSMP will continue to support the promotion and distribution of Dume and Lady Pepeta male and female condoms. Young men, with a focus within higher end socio-economic status, represent the target population. There are approximately nine million young men and TSMP intends on reaching five million of them through mass media efforts ($2.5M). Through the use of IPC events and mass and mid-media outlets, 6,150 truckers and miners will be reached. For women engaged in transactional sex (WETS), hair salon events and Lady Pepeta face-to-face events will allow for 9,810 WETS to be reached with critical product ($650,000). Commercial sex workers will also be targeted through Lady Pepeta face-to-face events, targeting 300 such women ($400,000).

In FY 2012, TSMP will reposition Dume condoms and launch brand extensions, focusing on young men of a higher end socio-economic status (more urban, higher HIV prevalence, higher condom use, higher propensity to purchase condoms). Qualitative research has provided consumer insight on condom preferences and dislikes, which are being used to develop a new look for Dume and a supporting marketing campaign. Coverage for Dume is national (excluding Zanzibar), with a focus on the eight highest HIV prevalence regions and high-risk venues. Promotional activities will include mass media, such as radio, TV, billboards, signboards, and print. Educational and referral activities will take place in small groups and interpersonal approaches during Dume Football tournaments and Road Shows. The budget includes new media campaign development, as well as print media and packaging materials.

Lady Pepeta targets WETS and SWs in more urban high risk zones in all regions, except Zanzibar. A strategic review of Tanzanias national objectives and approach to female condom targeting and distribution will be carried out with all social marketing partners, MoHSW, TACAIDS, and key stakeholders from the NGO and donor sectors. This evidence based consultative redesign has been requested by TACAIDS and will set out global and local evidence to date on the effectiveness of female condom programs, impacting the programming of both T-MARC and PSI/Tanzania who, between them currently, distribute all female condoms in Tanzania. TSMP expects to develop a Lady Pepeta Marketing Plan to include small group IPC activities and public event brand promotion targeted at WETS and SWs that will leverage Dume and other interventions. Coverage for Lady Pepeta is likely to be urban commercial sites, excluding those targeted under the separate Husika project, also implemented by PSI.

Results will be monitored through (a) media monitoring; (b) pre- and post- intervention interviews with IPC target groups; (c) distribution surveys using GPS to measure product availability in commercial outlets and high risk outlets, such as bars and nightclubs; (d) a behavioral survey among males and females (baseline was in 2010/11; follow up in 2012/13). This repositioning is part of the total market approach developed in conjunction with the Salama and CARE male and female condom brand promoted by PSI/Tanzania. Salama will increasingly focus its efforts towards lower socio-economic status and more rural communities. CARE will be repositioned following the stakeholder workshop described. The project will partner with FHI/ROADS to ensure SW work is scaled-up in FHI areas.