AID's (Agency for International Development's) Experience with Contraceptive Social Marketing: A Synthesis of Project Evaluation Findings

摘要

The effectiveness of twelve AID-assisted contraceptive social marketing (CSM) programs which were active in 1984 is reviewed and characteristics affecting CSM performance are discussed. CSM sales in 1984 provided nearly 5 million couple-years of protection (CYP's) in the 12 countries and, by optimistic estimate, averted some 890,000 births (or about 2% of live births). A number of elements appear to influence CSM success: the use of commercial-sector marketing channels, promotional techniques (e.g., mass media advertising, giveaways); market research techniques; management models. Most CSM programs are operated within the private sector. Those managed totally within government structures tend to be the least successful, while management by semiautonomous agencies has been very successful in Nepal, Bangladesh, and Egypt. Of external factors affecting CSM, the most crucial is host-government support - most CSM programs that have failed did so because of political and/or regulatory factors.