LESSONS LEARNT FROM EECO PROJECT THE WOMAN S CONDOM MUMBI MUTALE EECO PROJECT MANAGER, ZAMBIA

Transcription

1 LESSONS LEARNT FROM EECO PROJECT THE WOMAN S CONDOM MUMBI MUTALE EECO PROJECT MANAGER, ZAMBIA

2 Outline Zambia s Demographic Profile Delta Process Packaging Pre- Testing Communication and Marketing Formative Research Impact Evaluation

3 Zambia s Demographic Profile Total population Area Gender Fertility Fertility rate 5.3 Urban Rural 60.5% 39.5% 49% 51% 16.5 years 16.8 years Average mothers age at birth 20.3 Age % Life expectancy Male years Female years Source: CSO 2010, DHS 2013

4 Zambia s HIV and Contraceptive Prevalence 13% HIV prevalence amongst adults Contraceptive prevalence rate 45% 27% of sexual experiences are with casual partners 29% of year olds used a condom first sexual interaction Source: Source: ZDHS 2013/2014 Source: Intention to use the female condom: Following a mass marketing campaign in Lusaka, Zambia: 2000, American Journal of Public Health

5 Target Audience Archetype Maximum Diva Woman Condom Primary Target Audience - Clara 24years old, a student / Intern Single and in multiple concurrent sexual relationships. Clara seeks acceptance amongst her peers Concerned about being able to attract more sexual partners that fund her lifestyle. Fashion trendy likes to drink alcohol with her friends Clara is usually at school or shopping during weekends sexually active, Clara is reliant on her partners to make decisions Secondary Target Audience - John Young student, recent graduate or young working class. Adventurous, takes risks including unsafe sex. Concerned about what his friends think. Really wants to have fun and enjoy sex. Doesn t use condoms regularly John has a steady girlfriend but he is every diva s guy and has sex with multiple partners. Source: SFH Delta 2014

6 EECO Products Package Pre-test Objectives To assess the appropriateness, credibility, relevance and general reactions of package designs and brand appeal Determine/explore preferred point of access to the products Methodology The qualitative approach involving Focus Group Discussions (FGDs) and in-depth interviews with both the primary and secondary target audience was employed. 181 participate in the study. 16.6% were male and 83.4% were female. 23 focus group discussions (FGDs) each comprising of 6-10 respondents Selection of Participants Cooperate and learning institutions in Lusaka and Kitwe were targeting for purposive recruitment of study participants

7 final Packaging Maximum Diva Outer Pack Lubricant Sachet foil Instruction Leaflet Condom Foil Pack

8 EECO Communication & Marketing Pre-test Objectives Examine audience comprehension of messages contained in executions. In particular, examine understanding and meaning to the target audience. Explore audience likes/dislikes of the execution Evaluate the relevance, and appropriateness of executions content and messages to target audience. Determine if the message will persuade the target audience to use woman s condoms To determine the level of influence the brand ambassador has on the target audience Methodology A total of 220 respondents interviewed split equally between Copperbelt and Lusaka. The questionnaire asked key issues related to the respondent s reaction to the concepts/ads. Participants were recruited purposively in their respective communities or workplaces. Adult males and females 18 to 24 years Residing in Copperbelt and Lusaka for the previous 12 months Consenting to participate in the study.

9 EECO Communication & Marketing

10 EECO Communication & Marketing Cont

11 Cleo Facebook: 15,411 followers Instagram: 40.9K followers Twitter: 65.1K followers Blog: 94,058 followers

12 .CO.ZM Smartchoices is Zambia s first safe sex advice web site offering a range of services including contraceptive product information and related articles (to focus on Maximum Diva when launched) The site is fully responsive and can be viewed on basic webenabled feature phones to smartphones. In the four months since launch, 52,400 users have visited the site, growing at % per month. 49% of users are female (up from 20% in September); 1,600 users have registered on the site, the majority yrs old. Registered users spend 14 mins per visit. 226 questions to our expert have been posted. Before i found this site i had alot of questios that needed to be answered but the moment i clicked on this site all my quetions hav been answerd Using of female condoms is beneficial especially to those who are unwilling to use male condoms, it is convenient, affordable, protects STD including HIV and lack of side effects smartchoices is being promoted via Facebook s internet.org app, Very Educative Programme Keep Up On Educating Nation. I Like Every Single Ans To Every Individual Question Which Pipo Ask.

13 Formative Research The aim of this research was to inform the EECO team s marketing strategies for these two products in Zambia. In the broader context of sexual and reproductive health, the results of this research will help to address the unmet need for family planning among men and women in Zambia. Specific objectives of this formative research were to: Gain a deeper understanding of the social and cultural context of gender dynamics and sexual relationships in Zambia; Explore how this context might influence uptake of the Woman's EECO products; and Understand provider-related attitudes and beliefs about potential users and specific EECO products.

14 Key Findings Preliminary findings presented in the report highlight barriers and opportunities that could impede or promote the uptake of the Maximum Diva Condom within the research sites. Opportunities Non hormonal contraception User control over lubrication amount Wide array of communication avenues to market the products Dual Protection

15 Key Findings Barriers Strong desire for live sex Association with infidelity and lack of trust Women inability to negotiate condom use Myths and misperception on lubricating gel Experience with or perception of the previous generation condom

16 A Randomized Controlled Trial of the Impact of an Interpersonal Communication Intervention on Uptake of the Maximum Diva Woman s Condom in Lusaka, Zambia

17 Interventions Interventions Supply: Introduction and distribution of the Maximum Diva Woman Condom Demand: 1) Mass media campaign & SmartSex Website; 2) Inter-personal Communications (prevention of unwanted pregnancy Target population: Young men and women (18-24 years old) living in Lusaka 2,173 Respondents (58 per ward) Location: 40 wards in Lusaka

18 Overview General research question: Does the introduction of a new female condom together with targeted interventions improve the overall condom use and the use of Woman Condom in Zambia? Primary Outcomes: Increase use of condom Change in the use and willingness to use of Woman Condom Secondary outcomes: Knowledge, attitudes and practices regarding the FC Changes in interpersonal communication with sex partners Community level acceptability of FC

19 . Thank You.