Improving Social Marketing of Female Condoms in Nigeria: Expanding Level of Coverage and Quality of Coverage

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1 Improving Social Marketing of Female Condoms in Nigeria: Expanding Level of Coverage and Quality of Coverage V.B. Archibong, A.A. Nwala, R. Fakolade, J. Mohammed-Jantabo, S. Adebayo

2 Background Although female condom was first distributed in Nigeria in the late 1990s, knowledge and uptake has remained low. The low uptake is attributed to numerous factors inclusively social, cultural, economic and programmatic challenges. A social marketing approach to improve knowledge and availability of female condom which in turn enhances usage is desirable. page 2

3 Activity tested This paper assessed the coverage, quality of coverage and penetration of female condom in Nigeria through the Measuring, Access and Performance (MAP) survey. Coverage in MAP survey was defined as the proportion of localities in which female condom was available of all the localities visited during the survey. page 3

4 Activity tested Quality of coverage was defined as the proportion of localities where female condom conformed to certain minimum standards: Outlets where female condom promotional materials were displayed Absence of stock-outs in outlets Products were sold at the recommended retail prices Penetration was defined as the proportion of outlets where the female condom is available. page 4

5 Methodology The survey was conducted in the Universal Access for Female Condom (UAFC) focal states- Delta, Edo, and Lagos states as a baseline study. Nineteen (19) localities were selected through a probability proportional to size technique in each of the states resulting in a total of 57 localities. page 5

6 Methodology The list of localities were provided by the National Population Commission (NPC). Simple audit sheets were used to collect information on coverage and quality of coverage from the outlets in the selected localities. The audit sheets were developed based on the information needed for calculating coverage and quality of coverage. page 6

7 Data Data collected through the audit sheets were processed in SPSS. Variables for coverage and quality of coverage were constructed based on the specified minimum standards. Inference was based on Lot Quality Assurance Sampling (LQAS) decision rule. page 7

8 Findings Results revealed that coverage, defined as the percentage of people with access toof the product was generally low in these states; 55% in Delta state, 45% in Lagos and 35% in Edo states. page 8

9 Findings Similarly, quality of coverage was also low as promotional materials were not available in all the outlets visited. There were stock-outs in the outlets Low penetration was evident for the product. page 9

10 Lessons learnt The survey will guide programme design and implementation by facilitating the establishment of a functional distribution and delivery system for the female condom. page 10

11 Recommendation There is need to improve on coverage and the quality of coverage indicators for female condoms. This can be done by: Product easy availability in both urban and rural areas. Development, production and deployment of promotional materials, to create and sustain public awareness and knowledge. The MAP survey is a simple actionable, method of measuring coverage of social marketed products and services. page 11

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13 THANK YOU