Implementing Multiple Gender Strategies to Improve HIV and ... - ICRW

Prevention (CDC)
• The United States Agency for International Development (USAID)
Partner
Organizations
Implementation partners:
• Africare
• Ministry of Health, Tanzania
• T-MARC Company Ltd.
• 15 partners at the community level
IMPLEMENTATION AND RESULTS
Start-up and
Implementation
Process
Start-up included formative research to explore the factors that affect HIV
transmission in Tanzania, including the dynamics of sexual relationships.
The project then wrote creative briefs for the various campaigns,
sometimes targeting different messages to different groups. For example,
in the Sikia Kengele and Vaa Condom campaigns, different messages were
created for men and women, as women generally wanted to be
monogamous while men generally are not obligated to be monogamous.
The project then contracted various creative agencies to develop materials
for these campaigns.
Local Involvement/
Ownership
A key part of T-MARC’s mandate is to form partnerships with Tanzania’s
nascent but growing commercial sector. T-MARC has established an
expanding partnership with one of the largest and most successful
conglomerates in East Africa, the Sumaria Group, specifically with its
subsidiaries Shelys Pharmaceuticals, which produces and markets ethical
pharmaceutical products, and its sister company Beta Healthcare, which
markets over-the-counter health products. Consistent with the mission of T-
MARC, Shelys and Beta Healthcare strive to serve the low-income
Tanzanian market with affordable, quality health products. Generally,
Shelys and Beta products are leaders in their categories due to their
affordability, strong distribution, and vigorous marketing. Currently, T-
MARC and USAID are teaming with Shelys and Beta in marketing three
subsidized products: Dume brand male condoms, Lady Pepeta brand
female condoms and Flex-P oral contraceptive pills.
T-MARC employs a “total market approach” that involves multiple partners
from the private commercial sector, NGOs, and the public sector in a
comprehensive effort to decrease risky behaviors, increase preventive
health behaviors, and generate and fulfill demand for an affordable and
accessible range of preventive health products.
Evaluation
Methodology
T-MARC monitoring, evaluation, and research (MER). The principal
purpose of T-MARC MER is to track information that will help guide
decision making for the program and its partners. MER also involves
gathering information for improving the behavioral change campaign and
increasing product sales of partners. T-MARC collects data through
periodic household surveys, routine sales data and low-cost studies such
as retail audit surveys. In addition, T-MARC uses data from other research
groups, such as Demographic and Health Surveys (DHS), when available.
These sources provide T-MARC with additional information to monitor
impact and progress regularly.
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