ACTIVITY REPORT OF NEWCHOICE SOCIAL MARKETING PROJECT Under the Health and Family Planning Program Phase 4

Transcription

1 ACTIVITY REPORT OF 2007 NEWCHOICE SOCIAL MARKETING PROJECT Under the Health and Family Planning Program Phase 4 Hanoi, January 2008

2 I. Project Results and Status: A. Objective 1: Improve awareness and availability of NewChoice among target populations, especially the rural women and youth by media campaigns and promotional materials in project provinces and nationwide. 1.1 Target and Distribution: (Unit: Cycle) Target 3,687,406 Achieved distribution Total Percentage DKT HKHHGĐ 3,454, ,255 3,721, % 1.2 Distribution of NewChoice in Vietnam from 1995 to 2007: Số NewChoice lượng Newchoice distribution tiếp year thị qua by từng year năm (Cycle) 4,000,000 3,500,000 3,000,000 2,500,000 2,000,000 1,500,000 1,000, ,000-1,001,425 2,201,100 1,765,450 1,911,550 1,380,500 2,051,592 2,213,950 2,102,183 1,996,850 3,203,000 3,166,300 3,311,825 3,721, See annex attached for more details 2

3 a. Adjusted product delivery and payment procedure DKT Sub-distributors in province/city DKT salespersons Community officers Pharmacies Population collaborators Customers Explanation: Product delivery Payment procedure The innovated procedure facilitated PPMUs sales revenue collection and allowed for continuous and timely supply of NewChoice to community officers and population collaborators. b. Improved allowance policies for product specialists at ward/commune level: Improvement in monthly allowance amount for product specialists in the five project provinces in the pilot program on reducing Ideal free distribution as per the government s desire to limit handouts and move the population towards purchasing affordable contraceptives. The monthly allowance incentives increased NewChoice social marketing distribution and encouraged the product specialists to further promote NewChoice sales and distribution. In addition to the above-mentioned allowance, quarterly, PCPFC will select community officers who have the first, second and third highest sales revenues to obtain cash rewards as follows: The first prize: 10% of the sales revenue in the quarter The second prize: 6% of the sales revenue in the quarter The third prize: 2% of the sales revenue in the quarter c. The new package of NewChoice: The new pack design of NewChoice introduced to customers in Vietnam in the fourth quarter of 2007 which conveyed the message Women 3

4 using NewChoice are modern, fresh and active in life has attracted the attention of customers, especially youth. Old design New design B. Objective 2: Promote behavior change on using NewChoice thru IEC/BCC activities for the target groups: rural women, female workers and youth in universities/schools. No. Target Project target Result in Two project provinces commit to phase out free supply of IDEAL after project period. Other project provinces commit to have the free supply of IDEAL reduction by 10% each year. Increased number of pharmacies and door to door sales in project provinces. 2 provinces districts 525 districts 4 New users 100,000 3, Pharmacists from pharmaceutical companies, agencies and pharmacies will attend the customer workshops in focal province Young girl students in universities/colleges/high schools will attend a communication session on reproductive health and NewChoice Female workers in workplaces will attend in communication session on reproductive health and oral pills 1, ,000 (at least) 9,303 30,000 (at least) 11,552 2 Provinces have not yet sent the information 3 Partial statistics from Ninh Binh and Bac Giang PCPFC only. Still awaiting other reports. 4

5 Communal women will attend in communal sessions in 4 provinces out of VINAFPA areas. Communal women will be accessed information on contraceptive pill via VINAFPA activities (VINAFPA proposal). Awareness of the New Choice brand 4 Free medical examination and consulting on NC and RH in workplaces 30,000 (at least) ,000 (at least) 71, Advertising and promotion: Special events: Làng ca hát (Singing game) and Ngày hội NewChoice cho nữ sinh (NewChoice festival) are new activities in the five project provinces implementing the pilot plan on reducing Ideal free distribution and increasing NewChoice social marketing. One singing contest in Ninh Binh and five NewChoice festivals in the five provinces were drew the participation of over 2,000 people. The Làng ca hát contest involved solo and interactive singing, and talent contests contest promoting the NewChoice branded product. Làng ca hát in Ninh Binh Làng ca hát focused on rural customs meanwhile Ngày hội NewChoice cho nữ sinh brought an animated, colorful and lively atmosphere that suited the tastes of schoolgirls. Before launching the program, a display booth was set up with utilizing 20 promo girls in NewChoice uniform distributing leaflets disseminating information on NewChoice and reproductive health. The promotional gimmicks (singing and games), the NewChoice festivals were greeted with enthusiastic responses by many female students. The games also included performances by professional singers and hip-hop dancers. The PCPFCs in the five provinces greatly appreciated the methodology, content and organization of the festival and expected to have DKT s technical support in the time coming. 4 See Objective 3 for more details 5

6 Backdrop for the NewChoice festival Many female students in Hoa Lu University participated a game in NewChoice festival Focal provincial and national TV: DKT filmed a TV show A new day for community women with a lessons on beauty care, gastronomy, tourism and health care, intended to provide women with basic skills on these subjects. This was used as a vehicle to instruct and inform women on understanding contraceptive methods while providing some know-how on improving daily life with the preparation of good, healthy cuisine, beauty care, weekend tourism, etc. The 15-minute long show was broadcast 80 times during prime time known as the golden hour on provincial television stations in Bac Giang, Ha Tay, Ninh Binh, Hai Phong and Ha Nam. Printing and Internet Advertising: Since October 2007, DKT has sponsored its mail box at the two websites ( and for viewers to raise their concerns on reproducitve health. In just about two months, the website has attracted over 1,000 questions on the NewChoice and reproductive health. Each NewChoice cycle contains 21 yellow pills and 7 brown ones. When I finished the 21 yellow pills of the first packet, I had my period for 4 days. If I have sex in the days immediately after my period without using a condom, will I fall pregnant? (trminhhien1387@yahoo.com) (One of the thousands of viewers concerns about NewChoice oral contraceptive pills and reproductive health) Promotional material : DKT in 2007 produced 5,000 leaflets containing information on the various methods of contraception for men and women. DKT also re-printed 5,000 leaflets on the use of NewChoice. These were sent out to the project management boards in the provinces and VINAFPA for use in communication activities and during the introduction of the product to consumers. 6

7 Contents Combined contraceptive pill: NewChoice Progestin only contraceptive pill Sex during period Intra-uterine device Contraceptive injection Emergency pill Inplant Female sterilization Contents Condoms Spermicide Male sterilization Ejaculation outside the vagina 10,000 booklets called Handbook for Women were published to introduce the use of Newchoice and other contraceptive methods that give women choices as to the method that best suits them. 7

8 Promotional items for the product were also produced like: NewChoice T-shirt, hat and traveling bag. Promotional items favourited by girls NewChoice display booth: In order to promote the image of Newchoice, in 2007, DKT also set up a NewChoice stand for use in schoolgirl festival and introduction sessions. 2.2 IEC/BCC activities: Advocacy meeting: Three advocacy meetings were held in Bac Giang, Ninh Binh and Ha Nam with the participation of 279 representatives from the the provincial departments, related agencies and districts commission for population, family and children. All the participants showed their commitment on supporting the project s implementation. Advocacy workshop in Ha Nam on Nov 15, 2007 Provincial Cusomer workshops: About 946 pharmacy owners, provincial/district/community officers and women in Quang Ninh, Dong Nai and Can Tho attended 8 customer workshops. During the session, DKT and 8

9 PCPFC officers provided participants with information about NewChoice and the local current population situation, as well as the policies, goals, and significance of the social marketing program. 2.3 Training: According to the initial plan, DKT officers woud hold training of trainer courses on using NewChoice, social marketing, reproductive health, and comunication and social marketing skills for provincial project officers who would then pass this on to community officers. After a few training courses, DKT became aware that PCPFC officers already had good knowledge of NewChoice pills, reproductive health and had communication skills. But DKT discovered that the duration of the training courses of one or two days was not enough for project officers to have full understanding of social Training for trainer course in Thanh Hoa on June 26 th 2007 marketing and the sales skills to convey the information to community officers. The agenda of the training of trainer course was thus adjusted as follows: Provincial officers were in charge of training of reproductive health and communication skills for community officers and DKT was responsible for social marketing and sales skills for both. Belows are the results of the training in 2007: Province/City Provincial/district Community officers officers Total Bac Giang Quang Ninh Hai Phong Ha Tay Ha Nam Nam Đinh Ninh Binh Can Tho Đong Nai Total Co-operation with VINAFPA: In the year 2007, DKT and VINAFPA closely cooperated in terms of technical activities such as sharing sales management reports. The timely and continuous supply of the product was ensured. Belows are some results of VINAFPA in 2007: A meeting for project planning and implementation for 10 project provinces held. 731 comunication sessions at 411 communes/wards with 71,638 participants organized. 7 monitoring and supervising trips in the project provinces organized. 9

10 160,000 leaflets on OCPs produced. 2.5 Report performance Quarterly meetings were held for project officers at the central level. PCPFCs monthly project progress/quarterly finanical reports were sent to DKT. The first, second and third quarterly reports on project progress and finance were sent to the CPMU. Progress reports were sent to PCPFCs for their understanding of local social marketing and communication performance. All reports were posted on DKT s website. C. Objective 3: Improve availibility of Newchoice (from 36% in 2006 to 41% by 2009) As scheduled, the project conducted surveys at Can Tho, Ha Tay and Thanh Hoa to evaluate the understanding and use of contraceptive measures, especially NewChoice, and distribution networks. The research was carried out and completed December 2007 and will be submitted to the CPMU, donor and DKT. Below are the basic results: % pharmacies were stocking and selling NewChoice. 2. NewChoice is making up 50% of the OCPs market 3. 71,1% women using Ideal with NewChoice users up to 19.5% II. The project s general situation: A. General: Project areas and project life for IEC activities (8 months) (12 months) 1 Hai Phong 2 Quang Ninh 3 Ha Tay 4 Nam Đinh 5 Đong Nai 6 An Giang ( 5 *) 7 Can Tho 8 Thanh Hoa 9 Nghe An (*) 10 Hue (*) 2008 (12 months) 2009 (12 months) Under the project, apart from the social marketing of NewChoice, DKT also performed the role of technical support for VNFPA in terms of technical issues in social marketing activities. VCPFC gave its approval of the pilot plan in the five provinces (Ha Tay, Bac Giang, Hai Phong, Ninh Binh and Ha Nam) for reducing Ideal free distribution and increasing NewChoice social marketing at the same time while maintaining the birth rate of the 5 (*) Provinces have not signed project contract in

11 provinces. The aim is to increase the rate of NewChoice social marketing by 50% and reduce the same rate of Ideal free distribution by year end B. Advantages: The strong support from PCPFC and VCPFC for NewChoice social marketing. Local people s increasing acceptance of NewChoice. C. Constraints: Vietnam television station released the information that using oral contraceptive pills over 8 years including NewChoice may pose a risk of cancer, which has raised concerns among pill users. This also has had an adverse influence on NewChoice distribution in terms of volume in project provinces during the fourth quarter of 2007 as compared to that of the first 3 quarters in Sales promotion and incentive programs for community officer and population collaborator network are costly while the project budget is limited. The composition of NewChoice and Ideal is similar, which makes customers reluctant to use NewChoice instead of Ideal, which is free. The change in VCPFC structure has had influence on the project progress and delayed project contract approvals and signing. D Plan: 1. To improve the coverage and availability of NewChoice to remote and rural areas. 2. To increase the number of salespersons from 70 to 100 at the end of To closely coordinate with the CPMU to monitor performance in the project provinces. 4. To strengthen the advertisement of NewChoice on provincial and national TV & Press and counter negative impressions on contraceptive pills in general. E. Recommendation: It is recommended that the CPMU issues the official letter on reducing Ideal free distribution to the project provinces as committed. 11

12 F. Annex: NewChoice distribution in 64 provinces/cities in 2007 nationwide. (Unit: Cycle) No. Province/City Distribution by Distribution by DKT VINAFPA Percentage 1 An Giang 96,700 28, % 2 Ba Ria /Vung Tau 18, % 3 Bac Can % 4 Bac Giang 55, % 5 Bac Lieu 51, % 6 Bac Ninh 23, % 7 Ben Tre 37, % 8 Binh Dinh 91, % 9 Binh Duong 37,875 26, % 10 Binh Phuoc 19, % 11 Binh Thuan 17, % 12 Ca Mau 140, % 13 Can Tho 46, % 14 Cao Bang % 15 DakLac 112, % 16 Dac Nong 1, % 17 Da Lat /Lam Dong 38, % 18 Dien Bien 1, % 19 Dong Nai 78, % 20 Dong Thap 152, % 21 Gia Lai 51, % 22 Ha Giang % 23 Ha Nam 27,875 12, % 24 Ha Tay 36,100 20, % 25 Ha Tinh 6, % 26 Hai Duong 54, % 27 Hai Phong 48,625 26, % 28 Hanoi 227,150 28, % 29 Hau Giang 1, % 30 HCMC 814,175 31, % 31 Hoa Binh 10, % 32 Hung Yen 51, % 33 Khanh Hoa 59, % 34 Kien Giang 94, % 35 Kon Tum % 36 Lai Chau 16, % 37 Lang Son 22, % 38 Lao Cai 13, % 39 Long An 31, % 12

13 40 Nam Dinh 50, % 41 Ninh Binh 43, % 42 Ninh Thuan 7, % 43 Phu Tho 5, % 44 Phu Yen 43, % 45 Quang Binh 5, % 46 Quang Nam 1, % 47 Quang Ngai 11, % 48 Quang Ninh 38, % 49 Quang Tri 9, % 50 Soc Trang 76, % 51 Son La 2, % 52 Tay Ninh 16, % 53 Thai Binh 10,700 18, % 54 Thai Nguyen 11, % 55 Thanh Hoa 100,625 38, % 56 Thua Thien Hue 36, % 57 Tien Giang 199, % 58 Da Nang 75,100 37, % 59 Tra Vinh 33, % 60 Tuyen Quang 2, % 61 Vinh/Nghe An 31, % 62 Vinh Long 73, % 63 Vinh Phuc 14, % 64 Yen Bai 7, % Total 3,498, , % 13