compri-a project: re-branded product launch kabul ......the compri-a project in afghanistan is a...
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Enhancing human health around the world, every day.
Suite 200
One Thomas Circle, NW
Washington, DC 20005 USA
202.775.9680 phone
202.775.9694 fax
www.constellafutures.com
CONSTELLA FUTURES
CONSTELLA FUTURES
COMPRI-A Project: Re-Branded Product Launch Kabul, Afghanistan - July 15th 2007
“Healthy Choices – Strong Families” in Afghanistan
Launch Promotional Banner. Promotional Banners were also produced and displayed in Dari and Pashto.
The COMPRI-A Project in Afghanistan is a USAID funded social marketing and behavior change communication program designed to increase access to and use of selected quality basic health products and services by women of reproductive age and children under the age of five, especially in the rural and underserved areas, through the private sector.
On July 15th 2007, the Project officially launched its new line of re-branded health care products into the growing private commercial market within Afghanistan.
• Safe Water System – Chlorine – (Abpakon).
• Diarrheal disease dehydration prevention – Oral Rehydration Salt – (Shefa).
• Birth Spacing Methods – Condom – (Asodagi) and Oral and Injectable contraceptive – (Khoshe). The re-branded product packaging, names, technical inserts and key messages have been developed and customized for our Afghan customers. Consumers will be presented with healthy choices to purchase high quality and affordable family planning, safe water systems and oral rehydration therapy products for the good of themselves, their families and their community.
Enhancing human health around the world, every day.
Suite 200
One Thomas Circle, NW
Washington, DC 20005 USA
202.775.9680 phone
202.775.9694 fax
www.constellafutures.com
CONSTELLA FUTURES
CONSTELLA FUTURES
Launch Participants. A Spectrum of Key Stakeholders. The national launch attracted a spectrum of key stakeholders, with participant attendance on the day being a pleasing full house of two hundred. Participants commented that the launch program was informative and exciting. The Launch Program included a speech from the Deputy Minister of Public Health the honorable Dr. Nadera Hayat Burhani. Dr. Burhani highlighted the importance of the partnership between the Constella Futures Social Marketing program, the Ministry of Public Health and USAID and how this partnership served to empower high risk, underserved afghan consumers by providing the information needed to make informed choices about health products and services and improving access to quality health products made available through commercial and public outlets.
Dr Nadera Hayat Burhani, Deputy Health Minister Mr. Mark Anthony White, USAID Ministry of Public Health Deputy Director, Office of Social Sector Development The USAID Deputy Director, Office of Social Sector Development, Mr. Mark Anthony White reminded the audience of the disturbing national Afghanistan Maternal and Child health statistics and how improving the health of the women and children in Afghanistan was vital to rebuilding the Afghan community and the nation. He emphasized the importance of the COMPRI-A Project team platform “Healthy Choices – Strong Families” and how this builds on an emerging sense that Afghans, perhaps for the first time, have the power to make health choices that positively affect their future.
Enhancing human health around the world, every day.
Suite 200
One Thomas Circle, NW
Washington, DC 20005 USA
202.775.9680 phone
202.775.9694 fax
www.constellafutures.com
CONSTELLA FUTURES
CONSTELLA FUTURES
Representatives from Product Providers and Consumers within the Afghan community also spoke, highlighting the positive difference having access to quality health products makes to the lives of the women and children of Afghanistan. The launch program featured a live theater performance that reinforced the re-branded products key health messages and provided participants with a humorous perspective on an otherwise serious topic.
Live Drama Production. Performed by members of the Sayara Media Organization. Display tables promoting the work activities of the COMPRI-A Project departments and sister project HSSP provided an opportunity for participants to learn more about the COMPRI-A Project and other USAID funded projects operating here in Afghanistan. The re-branded products will be supported in the market with a strong communications program consisting of billboards, radio advertising, video mobile cinemas, numerous print materials, point-of-sale banners and promotional give-a-ways.
The COMPRI-A Project team and Constella Futures thanks all its very important partners for their participation in this national product launch and for their support of the Project in being able to provide high quality affordable health care products to the women and children of Afghanistan.