HIV

About Demand Creation

According to KDHS 2008/09, only 39% of Kenyan women are using modern family planning methods, with the most common method being the injectable and less than 4% of women using long term methods (IUCDs and Implants). To increase the use of long acting reversible methods, PS Kenya created the Tunza Family Health Network.

The program was initially supported by World Health Program (WHP 2008 -2010), then later by UASID and DFID (2011 to 2015).

For any social franchise to grow, it requires marketing to create awareness as well as drive clients to the Tunza clinics. To market the Tunza franchise, PS Kenya employed several communication channels – mass media (TV, radio, print, bill boards) and below the line marketing (roadshows, local events and interpersonal communication). With family planning, the barriers to uptake of methods are deep and personal, and thus PS Kenya employed interpersonal communication (IPC) to convert awareness into family planning method uptake.

This led to the creation of a unit known as Demand Creation Unit whose mandate was family planning IPC at the community level, and referring converts to the Tunza clinics to access the services.

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