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Trip report: Honduras Contraceptive Social Marketing Program, Tegucigalpa, Honduras, June 11 - June 18, 1984.
Washington, D.C., Futures Group, International Contraceptive Social Marketing Progam, 1984. 25 p. (Project No. AID/DSPE-CA-0087)At the request of the International Contraceptive Social Marketing Project, Tennyson Levy of the Tritora Corporation visited Honduras in June, 1984, to assist the Honduras Contraceptive Social Marketing Project to conduct market research to assess the impact of a 5-week advertising program. The campaign was undertaken to launch the introduction of the program's 1st product, Perla, a standard dose oral contraceptive (OC). During the visit the consultant was asked to assist in the development of an advertising plan for all 4 products which will be distributed by the program. The other 3 products are 1) Prebien, a low dose OC; 2) Guardian, a condom; and 3) Sana, a vaginal tablet. The consultant also helped develop research to guide the development of appropriate packages for the Guardian and Sana products. The distribution of Perla began in March, 1984, and the media campaign was conducted during May, 1984. Monthly sales for March amounted to 5271 cycles, and for May, 11,256 cycles. The campaign consisted of 2 45-second radio spots which ran 30 times a day for a month and a press ad. A visit to 12 pharmacies in June to obtain feedback about the advertising campaign led to the conclusion that the campaign increased awareness of Perla, of how it could be obtained, and of how much it cost; however, the campaign did little to alter women's fears and misconceptions about OCs. Recommendations were made for conducting a 2-phase advertising campaign to further promote Perla. The 1st phase will begin immediately and run for 8 weeks. The objective of the 1st phase will be to address women's fears and misconceptions about OCs. The 2nd phase will run from September 1984-July 1985, and the objectives of this phase will be to promote Perla as a method to avoid pregnancies which might keep women from attaining their personal goals, to encourage married women to use Perla to space their births and to limit family size, and to protect unmarried women from the fear of an unwanted pregnancy. Specific messages and channels for disseminating the messages for each phase of the campaign were specified. Communication strategies for the other 3 products were also provided. Guardian messages will seek to equate the macho image with responsible behavior. The Prebien campaign will be directed toward 16-24 year olds, and the Sana compaign will stress that vaginal tablets are a convenient method for lactating women, for teenagers, and for women who engage in sexual activities infrequently. A research strategy for conducting market research throughout the 13-month advertising campaign was developed. A previously developed survey questionnaire for evaluating the advertising campaign was redrafted, and an appropriate sampling strategy for the survey was developed. Pertinent research topics were identified, and a research time table was proposed. An advertising budget was also developed. Funds currently available for the campaign (US$93,000) are inadequate, and additional funds must be requested. The radio spots used in the initial Perla campaign are included in the appendix.
In: Infant and child survival technologies, annual technical update No. 1 by Technologies for Primary Health Care Projects [PRITECH]. Arlington, Virginia, Management Sciences for Health, PRITECH Project, 1984 Sep. 15-8.WHO and UNICEF have recommended a universal oral rehydration solution (ORS) for the treatment of dehydration caused by diarrhea. Several features of this formula have been debated. Some pediatricians in developed countries have expressed concern about the sodium content of the solution, arguing that this can potentially cause an excess of sodium in the blood. However, when used properly, significant adverse consequences of the high sodium concentration (90 mmol/liter pf the solution) have not been demonstrated, and formulas employing lower sodium concentrations have not proven uniformly adequate in correcting dehydration. The replacement of glucose with sucrose in ORS has also been investigated. In the past few years, futher studies have been undertaken to investigate possible improvements in the ORS formula. For instance, a formula employing sodium citrate in the same molarity as the sodium bicarbonate has been proven effective in field studies sponsored worldwide by WHO. The citrate is now recommended for all packets as it extends shelf life. Other alternatives and supplements to the simple sugar in the formula are also under investigation. Solutions using rice-based starches have been demonstrated to be as effective in correcting dehydration as those using glucose or sucrose. In addition, the caloric intake is twice as high with rice-fortified ORS as with regular ORS. Research is under way to identify a super ORS in which the formula is modified to increase further the absorption of water and sodium from the intestinal lumen. Controversy over the potable quality of water for preparation of ORS continues. There is no evidence that bacterial contamination in any way changes the physiologic effectiveness of the resulting ORS solution. Recent studies show that boiling ORS does not change its compostion. Thus, to ensure the quality of water ORS can be boiled. More attractive ORS market presentations, e.g., ORS in tablet form, the provision of pre-mixed solutions in cheap containers such as those for juices, are being introduced in the commercial sectors of many countries. Uses of oral rehydration are reviewed for neonates, for hypernatremia and hyponatremia and other dehydrating conditions such as respiratory illness and dengue hemorrhagic fever and shock syndrome.