Social marketing for a better world

Pakistan

841,804 CYPs in 2014

Pakistan has a population of 194 million, making it the sixth largest country in the world. If current rates continue, Pakistan will become the fifth biggest by 2050. Although the fertility rate has declined on a national level from 4.9 children per woman in 1990-91 to 3.8 in 2012-13, it has not changed much for women who are poor and in rural areas. In its State of the World’s Mothers 2014 report, Save the Children ranked Pakistan 147th out of 178 countries in its Mothers’ Index which assesses the well-being of mothers.

To address these issues, DKT International established a program with its own funding in 2012 and started selling products the same year. Since then, DKT Pakistan has hired staff, registered with the Government of Pakistan and built partnerships with national and local governments, in particular with the Ministry of Health and the Maternal, Neonatal and Child Health Program of the provincial governments. It has attracted funding from the British Department for International Development (DFID) and the Packard Foundation.

DKT Pakistan has identified and begun the steps necessary to reach Pakistani couples and the more than six million women (20.1% of married women of reproductive age) with an unmet need for contraception. DKT is doing this in two distinct ways:

  • Through social marketing of condoms like Josh and Prudence and other contraceptives like Heer IUDs and oral and injectable contraceptives in traditional and non-traditional sales outlets.
  • Through social franchising in DKT’s Dhanak Health Care Centers network of midwife-owned and managed clinics (“dhanak” means rainbow in Urdu). The Dhanakclinics emphasize long-term methods (such as IUDs), adding diversity to a method mix that is heavily dependent on short-term contraceptives. Most of these clinics are renovations of existing clinics but some are newly constructed. In its first two years, DKT Pakistan opened 600 Dhanak clinics and has set a goal of opening 600 more by the end of 2015

Both the social marketing and social franchising are focused on rural areas of Pakistan where 65% of the people live and where there are few health care providers and outlets for modern contraception.

DKT Pakistan uses two main tactics to reach new users of family planning products and services:

  • In rural villages, DKT operates three mobile video units that put on shows in rural villages for both women and men. The shows entertain and educate people on their family planning option, and refer them to the nearest Dhanak DKT expects to have a total of six vehicles rolling by the end of 2015.
  • In suburban areas, DKT implements “Dhanak Corners” — small, pop-up stands in front of pharmacies that dispense family planning advice and motivates women to visit the nearest Dhanak Health Care Center.

DKT Pakistan tests different tactics to promote family planning and sexual and reproductive health respectfully, but consistently, within the cultural boundaries of Pakistan. These TV advertisements show how DKT Pakistan creatively promotes family planning in the Pakistani context. In two years, DKT Pakistan has broadcast 41,290 TV spots and 14,874 radio spots, reaching an estimated 98 million people.

Since the beginning of its operations in late 2012 through 2014, DKT Pakistan has sold 24.3 million condoms, 732,704 cycles of oral contraceptives, 110,962 IUDs, 168,953 packages of emergency contraception, 81,358 vials of injectable contraception and 2.9 million tablets of misoprostol, resulting in 967,283 couple years of protection.

In 2014 alone, DKT Pakistan sold 18.4 million condoms, 578,033 oral contraceptives, 125,580 packages of emergency contraception and 82,700 IUDs, delivering a total of 841,804 couple years of protection.

For more information, please contact our country director. You can find their information here

Website: https://www.dktpakistan.org
Twitter: https://twitter.com/DKT_Pakistan 
Facebook: https://www.facebook.com/DKTPakistan
JOSH Facebook: https://www.facebook.com/joshcondoms
Prudence Facebook: https://www.facebook.com/PrudencePakistan
Prudence Twitter: https://twitter.com/PrudencePak

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