| BACKGROUND RESOURCES |
| 1. Demand Generation Implementation Kit for Underutilized Commodities in Reproductive, Maternal, Newborn, and Child Health |
| The I-Kit, from the Health Communication Capacity Collaborative (HC3), explains that UNCoLSC identified demand as one of 10 key barriers that prevent access to and use of the 13 commodities listed above and explored below, particularly among underserved populations. The I-Kit is designed to provide guidance for those seeking to: develop commodity-specific messaging and activities, integrate strategic and effective components specifically for the underutilised commodities, and/or create evidence-based demand generation strategies. [Updated Nov 2013] Click here for a summary of the paper and link to the full document. |
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2. A Theory-Based Framework for Media Selection in Demand Generation Programs
by James BonTempo and Joanna Skinner |
| Having outlined the commodities, this resource begins with an overview of demand generation, which draws on social and behaviour change communication (SBCC) and social marketing (SM) techniques. Grounded in Media Richness Theory and Uses and Gratifications Theory, it provides step-by-step information and practical tools for theory-informed media selection (TIMS) that is intended to guide programme managers in making informed decisions about selection of media – e.g., advocacy, community mobilisation, entertainment-education (EE), information and communication technologies (ICTs), interpersonal communication (IPC), and mass and traditional media – for demand generation programmes. [Jul 2014] Click here for a summary of the paper and link to the full document. |
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| CHILD HEALTH |
| 3. World Pneumonia Day Website |
| This website supports campaign efforts for World Pneumonia Day, designed to raise awareness of the effects of pneumonia, particularly on infants and children, and encourage dissemination of prevention and treatment information and resources. A PATH infographic, available here, links diarrhoeal disease and pneumonia as causes of child deaths and maps their occurrences, showing the concentration in Africa, Asia, and South and Southeast Asia. It illustrates pneumonia treatments such as amoxicillin. Click here for more summaries on amoxicillin. |
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4. An Adaptable Communication Strategy for Demand Generation: ORS and Zinc
by Meg Galas |
| This document includes an illustrative strategy to generate demand for ORS and zinc, which are used to treat, among other illnesses, diarrhoeal diseases. The description of choosing primary and secondary (influencing) audience segments suggests, for caregivers of children under 5 years, messages from respected and familiar sources confirming the benefits of ORS/zinc, e.g., «mothers in my community use ORS and zinc to treat diarrhea». Structural interventions might include, for example: «Utilize resources from Scaling Up Lifesaving Commodities for Women, Children, and Newborns: An Advocacy Toolkit to create an advocacy strategy for ORS and zinc demand, raise awareness and engage stakeholders in addressing ORS and zinc policy gaps.»Click here for more summaries on ORS. |
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| 5. Zinc and Health Partnership |
| Teck, a diversified resource company focused on mining, works with international organisations to scale up both short- and long-term solutions to zinc deficiency through «greater awareness, government advocacy, enhanced distribution channels, social marketing and education.» Amongst the outputs of this partnership: educational tools and employee-driven initiatives, including education sessions, a Zinc & Health quarterly newsletter, and «weekly zinc factoids sent to employees.» For example, Send One, Save One was an e-postcard campaign raising awareness about zinc deficiency and fundraising for the United Nations Children’s Fund (UNICEF), matching each e-postcard with donation of the cost of a zinc treatment. Click here for more summaries on zinc. |
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| MATERNAL HEALTH |
| 6. An Adaptable Communication Strategy for Demand Generation: Magnesium Sulfate |
| This roadmap for communication on advocacy for use of magnesium sulfate for pregnancy-related pre-eclampsia and eclampsia (PE/E) shows barriers to and effects of desired behaviours relating to use of this commodity, also elaborating message design strategy through charts by designated audience. Approaches, activities, and interventions are outlined – e.g., integrate PE/E into multi-episode radio or TV drama serials to stimulate social dialogue and shift social norms around antenatal care (ANC) and assisted childbirth. The monitoring and evaluation step suggests illustrative indicators for measuring inputs, outputs, outcomes, and impact – e.g., proportion of women and their families who know that PE/E is dangerous but preventable. There is also a foundational guidance section designed to support the efforts of communication professionals working directly on SBCC programmes, as well as other professionals working in RMNCH. [Jan 2014] Click here for more summaries on magnesium sulfate. |
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7. The Product Problem: Pathways for Making Misoprostol Available for Postpartum Hemorrhage
by Laura J. Frye (Ed.) |
| This document reports on a meeting convened by Gynuity Health Projects «to clarify pathways for moving forward in accordance with scientific evidence to foster availability of misoprostol and its use for postpartum hemorrhage indications. This included discussion of what registration means, how it can be optimally pursued, where registration fits in the context of making misoprostol available to meet women’s and health systems’ needs, and how and when it might make sense to proceed without product registration.» One experience to emerge from the meeting: «Together with its partners, PSI [Population Services International] worked with in-country champions and achieved Ministry of Health permission for importation and distribution of misoprostol for PPH. However, there was significant fear about use for abortion, including newspaper articles. PSI conducted a pilot study demonstrating tight monitoring of the drug and eventually the Ministry of Health allowed them to roll out distribution to clinics and health posts.» [Nov 2011] Click here for more summaries on misoprostol. |
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| 8. Prevention of Postpartum Hemorrhage Initiative – Toolkit |
| This online toolkit provides information and materials for: (i) health care providers, so they can prevent PPH through active management of the third stage of labour (AMTSL) and manage the most common causes of PPH; (ii) health management teams and health facility managers, so they can ensure that all of the necessary supplies and equipment are available to practice AMTSL; and (iii) policymakers, so they can advocate for necessary policy change to assure that active management of the third stage of labour is available to all women giving birth. Amongst the resources: an update on oxytocin in Uniject and use of time-temperature-indicators (TTI) for ensuring potency of oxytocin. Click here for more summaries on oxytocin. |
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| NEWBORN HEALTH |
| 9. Antenatal Corticosteroids – Healthy Newborn Network |
| From the Healthy Newborn Network (HNN), this resource section of their website provides a library of documents – e.g., those focusing on advocacy, guidelines, policy, and evidence – to support the appropriate use of antenatal corticosteroids (ACS) in cases of complications of prematurity, particularly where safety and effectiveness of the intervention depend on informed standards of care. Click here for more summaries on antenatal corticosteroids. |
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| 10. Chlorhexidine for Umbilical Cord Care – Healthy Newborn Network |
| Also from the HNN, this resource section includes a library of documents and multimedia resources such as those sharing programmatic experience in Africa and South Asia regarding demand generation for chlorhexidine for umbilical cord care. For instance, one video documents the experiences of a delegation of Nigerian stakeholders who traveled to Nepal to learn about the success of their chlorhexidine programme. There is also a blog posted here that details the learning visit, which revolved around female community health volunteers (FCHVs). Click here for more summaries on chlorhexidine. |
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11. Injectable Antibiotics for Treatment of Newborn Sepsis
by Patricia Coffey, Kimberly Kelly, Abdullah Baqui, Al Bartlett, Zulfiqar Bhutta, Lisa Hedman, Troy Jacobs, Goldy Mazia, and Steve Wall |
| In the context of the fact that neonatal mortality is responsible for 41% of the total mortality rate of children under the age of five, with approximately 99% of these deaths occurring in developing countries, this case study addresses the role of injectable antibiotics – including communication and advocacy strategies to stimulate demand for this commodity. Several studies evaluating community management of newborn sepsis are currently underway, as detailed in this report. For example, in Nepal, the Dhanusha study is examining the impact of sepsis management by community volunteers and use of a community group mobilisation model on newborn survival. One note is that there is a dearth of data, such as a «need for evidence from representative settings that could assist in formulating guidance about which antibiotics to use by what type of health worker at which level of care». [Feb 2012] Click here for more summaries on injectable antibiotics. |
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| 12. A PATH Update: Shaping the Market for Neonatal Resuscitation Equipment |
| «This report describes how PATH, in collaboration with partners, undertakes distinct activities at each phase of the value chain – from research to scale-up – to shape the global market for basic neonatal resuscitation equipment for developing countries, as well as some potential risks and mitigation plans going forward.» For example, in order to build demand, «[t]he Helping Babies Breathe (HBB) Global Development Alliance (GDA) was created in 2010» as an evidence-based educational programme «to train birth attendants in developing countries in the essential skills of newborn resuscitation, with the goal of having at least one person who is skilled in neonatal resuscitation at the birth of every baby.» [Feb 2014] Click here for more summaries on resuscitation. |
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| REPRODUCTIVE HEALTH/FAMILY PLANNING |
13. Demand Generation Activities and Modern Contraceptive Use in Urban Areas of Four Countries: A Longitudinal Evaluation
by Ilene S. Speizer, Meghan Corroon, Lisa Calhoun, Peter Lance, Livia Montana, Priya Nanda, and David Guilkey |
| «This paper presents the midterm evaluation findings of the Urban Reproductive Health Initiative (Urban RH Initiative) programs, funded by the Bill & Melinda Gates Foundation, that are being implemented in 4 countries: India (Uttar Pradesh), Kenya, Nigeria, and Senegal.» Examples by country are provided. For instance: «In Senegal, women who reported participating in at least one l’Initiative Sénégalaise de Santé Urbaine (ISSU)-supported [in-country consortium partner organisation] community activity, comprising a community conversation, a small group discussion, or outreach worker visits, were significantly more likely to be modern method users at midterm than women who did not report participating…» Engaging and training religious and community leaders, community theatre, and radio and television programming were other methods used by ISSU. [Oct 2014] Click here for more summaries on contraceptive implants. |
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14. An Adaptable Communication Strategy for Demand Generation: Emergency Contraception
by Claire Stokes |
| As part of this document, activities and interventions of message dissemination around the commodity of emergency contraceptive pills (ECPs) are detailed as a starting point for situational customisation in the areas of: mass media, clinic-based services, pharmacies, and community-based services and outreach. For example, community health worker (CHW) outreach might include, among other activities: developing/adapting materials and job aides to provide guidance on counselling and referral for ECPs; developing badges, buttons, and other items that support the central positioning and promotion of quality; or developing and producing radio distance learning programmes for community workers that model positive behaviours and relationships with communities and referral clinics. [Jan 2014] Click here for more summaries on emergency contraception. |
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| 15. An Adaptable Communication Strategy for Demand Generation: Female Condom |
| The strategy outlined in this document uses stages of change theory of behaviour change as a conceptual framework for long-term strategic thinking about demand generation for female condoms. A multi-stage behaviour change framework is «also appropriate to this commodity because new users must be motivated to acquire the skills required to try female condoms and use them successfully.» Various strategic points are included in terms of demand generation for female condoms, such as: «It is important that efforts to create demand among women are complemented by awareness-raising and distribution targeted to men, as well as by tailored sensitization and skills training for healthcare workers and health educators. The association of (male) condoms with disease prevention and promiscuity by target users creates attitudinal barriers to use in marital / co-habiting and other primary or long-term partnerships. The female condom’s status as a newer, lesser-known product can represent an opportunity in such settings….Critically for programmers, studies show that women who receive coaching and counseling in how to talk about female condoms and negotiate their use are more likely to use female condoms than women who receive only information and written instructions…» [Feb 2014] Click here for more summaries on female condoms. |
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| The Drum Beat is the email and web network of The Communication Initiative Partnership – Partners: ANDI, BBC Media Action, Bernard van Leer Foundation, Breakthrough, Calandria, Citurna TV, DFID, Eldis, FAO, Fundación Imaginario, Fundación Nuevo Periodismo, Heartlines, Iberoamericano (FNPI), IFPRI, Inter-American Development Bank, Johns Hopkins Bloomberg School of Public Health Center for Communication Programs, MISA, Open Society Foundations, Oxfam Novib, PAHO, The Panos Institute, Puntos de Encuentro, The Rockefeller Foundation, SAfAIDS, Sesame Workshop, Soul City, STEPS International, UNAIDS, UNDP, UNFPA, UNICEF, USAID, The Wellcome Trust, World Health Organization (WHO), W.K. Kellogg Foundation.
The Drum Beat seeks to cover the full range of communication for development activities. Inclusion of an item does not imply endorsement or support by The Partners.
Chair of the Partners Group: Garth Japhet, Founder, Soul City garth@heartlines.org.za
Executive Director: Warren Feek wfeek@comminit.com |
Demand Generation for Lifesaving Commodities – The Drum Beat 677
Blog de Octavio Islas 