‘ongea zaidi na salama’ using mobile phone networks to improve condom social marketing in...
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‘Ongea Zaidi na Salama’Using mobile phone networks to
improve Condom Social Marketing in Tanzania
mHealth Working Group, Feb. 2011
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PSI TanzaniaGlobally connected, Locally engagedRegistered in Tanzania since 1993 as a not
for profit trustPart of a network of 67 PSI country platforms
Using commercial markets to improve the health of low income and vulnerable people
Decentralized managementRigorous measurement of performance
“Healthy Lives, Measurable Results
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Condom Social Marketing
• Over 85 million condoms in 2009– PSI and T-Marc
• >100,000 outlets selling condoms• Range of brands available
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Problem statement
• Condom distribution works on a ‘push’ rather than ‘pull’ system– Relies on PSI teams to make deliveries– Low value of subsidized condoms – do not
generate significant turnover for retailer– Prioritize other products (biscuits, batteries, sugar
etc)– Retailers not worried if they stock out of condoms
• How can PSI motivate retailers to actively ensure condoms are consistently available in their outlets?
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Opportunity
• High mobile phone ownership in target group (PSI Map survey data 2009)
– Urban retailers: > 80% mobile phone ownership– Rural retailers: > 70% mobile phone ownership
• Growing number of sms applications make users more confident
• Mobile phone companies willing– Three largest out of five participating in scheme– Cash transfer systems in existence
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mSolution• PSI created a ‘loyalty reward scheme’
– Similar to Airmiles, or mobile phone ‘talk more’ scheme
• Retailers find scratch card in condom dispenser– retail unit, 24 x packs of three condoms– scratchcard has hidden, unique10 digit number
• Retailers register (one-off step) on system– Submit sms with ward, district & outlet type
• Retailers submit scratchcard number by sms • System rewards retailers with airtime
– Retailers rewarded at initial registration and for each scratch card number submitted
– ‘Loyalty bonuses’ for every 10th card submitted
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To enroll:
jisajili*kata*wilaya*1
15077
To enroll, SMS the following stringEnroll*ward*district*type of outlet SMS code
Type of outlet SMS codes:Type 1 for kioskType 2 shop (duka)Type 3 bar/guesthouseType 4 drugstore (duka la dawa)Type 5 pharmacyType 6 NGO/Institution
Send to 15077
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To submit a scratch card
Psi*1234567890
15077
To submit scratch card, SMS the following:psi*1234567890
Send to 15077
Purchase dispenser of condoms; find scratch card inside; scratch off foil to reveal unique 10 digit number
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Why is this information useful?
• Provides data on product availability by ward– Nationally, and instantly up to date– Ward level population data exists; HIV
prevalence data can be estimated– There are over 3,000 wards in Tanzania
• Key indicator to track: – Sales per head of population (and per
risk factor - % HIV prevalence)
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Expected improvements
• Improved targeting of interventions • Improved trade promotions• Improved staff motivation• Improved partnering• Improved monitoring• Improved reporting
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Process• System development
– Tender process – May 2008– Voxiva selected – July 2008– Systems requirements defined – Aug-Dec
2008– Payment system developed – mid 2009
• Pilot phase (Nov ‘09 to Jan ’10)• National roll out underway• Radio campaign planned for June 2010
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Web portal access
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Results to date• Registration growing
– 830 enrolled in system in May 2010– 30,000 enrolled by November 4th 2010
• Of those, 27,400 are active
• All regions are reporting
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Availability of condoms per head of population living with HIV
Results from Pilot Activity in Bagamoyo,
Nov 2009 to Jan 2010
Example Report
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Links to other activities
GPS report - February 2010 activities – PSI/Tanzania 15
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Challenges faced• Defining requirements• Negotiations with mobile companies• Payment amounts small per unit (per
retailer) but large in aggregate• Surprisingly hard to find * key• Cost of scratch cards• Recruitment of database administrator• Data not useful until scale is achieved• Accuracy of data entry
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The future
• Achieve scale• Adjust retailer/wholesaler/distributor
rewards based on performance• Create new incentives for PSI field teams• Conduct regular sms surveys with retailers• Develop new NGO partnerships• Roll out to other health products
– Family planning, malaria, diarrheal disease
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Thank you!!
**For more information on Ongea Zaidi na Salama, please contact:
Daniel CrapperPSI [email protected]
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