Detailed Mechanism Funding and Narrative

Years of mechanism: 2012 2013 2014

Details for Mechanism ID: 13572
Country/Region: Angola
Year: 2012
Main Partner: Population Services International
Main Partner Program: NA
Organizational Type: NGO
Funding Agency: USAID
Total Funding: $1,600,000

To meet the overall goal of improved health status in Angola, and contribute to the Partnership Framework goal of reducing the growth of the HIV/AIDS epidemic, the integrated Social Marketing for Health will work to 1) Improve target populations access to essential health commodities and services through social marketing, and 2) Achieve and maintain high levels of demand for and ownership of, and correct and consistent use of essential, lifesaving commodities, services, and associated behaviors by target populations.

Ouakala aims to ensure the availability of commercial socially marketed condoms nationally. The project uses the Total Market Approach (TMA) to achieve a market place where all segments of society are reached with high quality products and services according to their ability to pay. Target areas will be classified as one of three tiers: 1) urban areas with established sales outlets and strong commercial networks; 2) urban and peri-urban areas and transport corridors; 3) rural areas with weak commercial networks and no established outlets. Target audiences will include MARPs such as CSWs, clients, truckers, MSM and at-risk youth. Mass communications campaigns will have national coverage and product distribution will focus on tiers 1 and 2. With approximately 60% of the population living in urban areas this allows the project to focus efforts to reach the majority of the population in a cost effective manner. The team will use a range of communications channels from mass-media to interpersonal communications (IPC) for both generic and branded messaging. During year one, the project will draft a sustainability plan for the project. In FY2012, the program will utilize $94,000 to purchase 3 vehicles.

Funding for Strategic Information (HVSI): $400,000

The Social Marketing for Health project will include an M&E component to provide a better evidence base for programming for distribution and marketing of condoms. Strategic information will also feed into programming of the prevention projects in the overall portfolio.

The Ouakula project will use PERForM: A Performance Framework for Social Marketing and Communications to develop interventions that are evidence-based and client-centered, as well as to track exposure to programs and to monitor changes in desired behaviors over time. PERForM segments the population into target groups that are divided into two groups, those whose behavior needs to be changed and those who already perform the desired behavior. Then it identifies significant behavioral determinants that may be driving a desired behavior. By focusing on the evidence, the epidemiology and the determinants of behavior, as well as the archetypes of the target audiences, Ouakula is able to develop different messages for different target populations.

Within the first year of the project, Ouakula will reevaluate the plans already designed for the condom brands and Certeza, and look at the total market for each health area to identify gaps and develop a response.

The project will coordinate communications with other projects such as Kapelako, the community-based HIV/AIDS prevention project, the MARP-focused PROACTIVO prevention project, and the SASH project strengthening health systems.

Funding for Sexual Prevention: Other Sexual Prevention (HVOP): $1,200,000

Distribution systems and product availability are key areas of focus. Male condoms should be affordable and readily available wherever people need them; products should be in places where people meet sexual partners to increase the probability that people will use them, particularly for high-risk populations and in targeted geographic areas. It's specifically important that condoms are available in 'Hotspots' such as "luncheonettes" and bars, stores, clinics and VCT. Products should be in places where people meet sexual partners to increase the probability that people will use them, particularly for high-risk subgroups and in high-density areas. Condom social marketing will also be linked to outreach. All activities promoting consistent condom use and realistic risk perception and partner reduction should be coordinated with other relevant communications campaigns targeting both men and women.

The Ouakula project aims to dramatically scale up the accessibility of socially marketed products, with a focus on male condoms, and have a significant and sustainable impact on the use of quality, essential products. Impact may not be defined solely as the sheer number of condoms distributed and purchased, but rather on how the product use is affecting health issues in Angola, such as condom use and behaviors by at-risk target audiences, use during higher-risk sexual acts, and the proportion of coverage within a given sub-population.

Social marketing is a strategy to promote the healthy behaviors of the Angolan population and as such, this intervention will be more clearly aligned to behavioral outcomes than previous marketing interventions. The Social Marketing for Health project will focus on effective social marketing to significantly expand coverage, access, and demand.

In addition to a strengthened distribution system for condom distribution, marketing and communication campaigns are a crucial component of social marketing to ensure that condoms are not only available but there is improved knowledge, acceptability and demand for them. Mass media and communication campaigns will be based on clearly defined public health issues and behaviors, and respond to the specific realities, needs, desires, and requirements of the identified target audiences in urban and peri-urban areas. In regards to HIV prevention, social marketing needs to respond to the drivers and dynamics of the HIV/AIDS epidemic throughout Angola. Social, cultural and gendered norms affecting the ability to choose to use condom or not need to be considered and addressed in all marketing and promotion of correct and consistent condom use to all target populations by tailored messaging.

The project will base designing of communications messaging on evidence provided by the PLACE and BSS studies, and market research and other available prevalence and behavior data.

In addition, the project will coordinate with civil society, private sector and GRA and provide technical assistance and support to the INLS throughout the life of the project in strengthening the positioning, distribution, marketing, and promotion of non-branded public sector condoms and female condoms for distribution in clinical settings.

Subpartners Total: $0
Development Aid from People to People: NA
MENTOR Initiative: NA
Cross Cutting Budget Categories and Known Amounts Total: $250,000
Gender: Reducing Violence and Coercion $150,000
Human Resources for Health $100,000
Key Issues Identified in Mechanism
Increasing gender equity in HIV/AIDS activities and services
Family Planning