Social Marketing of Contraceptives

Area of competence: 
Integrated Primary Health Care
Donor organization: 
KfW (KfW Development Bank)
Start of Project: 
End of Project: 
Value of service: 
€ 910,193
Partner Organisations: 
Description of Project: 

The Social Marketing Project in Senegal, funded by KfW, aimed at contributing to reducing the HIV/AIDS prevalence rate as well as the occurrence of unwanted pregnancies. Specific objectives of the project were to increase the correct use of male and female condoms and to reduce risky behaviour among young people therefore preventing the further spread of HIV/AIDS. It was estimated that a considerable percentage of that target group (about 30 per cent) at risk of contracting sexually transmitted infections (STIs), including HIV, were engaged in premature sexual activities, many of them with multiple partners.

Description of Services: 

The Consultant had been contracted to support the Agence pour le Développement du Marketing Social (ADEMAS), a national social marketing organisation, in all aspects related to project conceptualisation and planning, project implementation, financial and administrative management, monitoring and evaluation.
Specifically, the Consultant  provided technical assistance in the following areas:
- Capacity building of ADEMAS in the area of applying KfW procurement guidelines for services and goods.
- Supporting ADEMAS in managing the Disposition Fund of 5 million Euro for the procurement of goods, services and other activities according to KfW guidelines.
- Strengthening of ADEMAS capacities in the area of developing and implementing IEC/BCC and marketing strategies.
- Establishing a network of Senegalese partner organisations that supports the implementation of IEC/BCC and marketing strategies.
- Establishing of an effective and efficient distribution network, involving the private sector and setting up peer education networks, to increase the access to ADEMAS' services for young people.
- Establishing an effective qualitative and quantitative monitoring and evaluation system.
- Mainstreaming gender.
The Team Leader was supported by a group of short term experts who provided support with the implementation of KAB (knowledge, attitude, practice) and marketing studies; building capacities in the area of IEC/BCC, especially targeting young people; and procurement of condoms. A central task of the consultant was to strengthen the overall organisational capacities (administrative, financial management wise and technically) of ADEMAS to ensure its institutional sustainability beyond the scope of the project.

Project Volume: 
€ 1,116,109