‘Ongea Zaidi na Salama’Using mobile phone networks to

improve Condom Social Marketing in Tanzania

mHealth Working Group, Feb. 2011

PSI TanzaniaGlobally connected, Locally engagedRegistered in Tanzania since 1993 as a not

for profit trustPart of a network of 67 PSI country platforms

Using commercial markets to improve the health of low income and vulnerable people

Decentralized managementRigorous measurement of performance

“Healthy Lives, Measurable Results

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Condom Social Marketing

• Over 85 million condoms in 2009– PSI and T-Marc

• >100,000 outlets selling condoms• Range of brands available

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Problem statement

• Condom distribution works on a ‘push’ rather than ‘pull’ system– Relies on PSI teams to make deliveries– Low value of subsidized condoms – do not

generate significant turnover for retailer– Prioritize other products (biscuits, batteries, sugar

etc)– Retailers not worried if they stock out of condoms

• How can PSI motivate retailers to actively ensure condoms are consistently available in their outlets?

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Opportunity

• High mobile phone ownership in target group (PSI Map survey data 2009)

– Urban retailers: > 80% mobile phone ownership– Rural retailers: > 70% mobile phone ownership

• Growing number of sms applications make users more confident

• Mobile phone companies willing– Three largest out of five participating in scheme– Cash transfer systems in existence

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mSolution• PSI created a ‘loyalty reward scheme’

– Similar to Airmiles, or mobile phone ‘talk more’ scheme

• Retailers find scratch card in condom dispenser– retail unit, 24 x packs of three condoms– scratchcard has hidden, unique10 digit number

• Retailers register (one-off step) on system– Submit sms with ward, district & outlet type

• Retailers submit scratchcard number by sms • System rewards retailers with airtime

– Retailers rewarded at initial registration and for each scratch card number submitted

– ‘Loyalty bonuses’ for every 10th card submitted

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To enroll:

jisajili*kata*wilaya*1

15077

To enroll, SMS the following stringEnroll*ward*district*type of outlet SMS code

Type of outlet SMS codes:Type 1 for kioskType 2 shop (duka)Type 3 bar/guesthouseType 4 drugstore (duka la dawa)Type 5 pharmacyType 6 NGO/Institution

Send to 15077

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To submit a scratch card

Psi*1234567890

15077

To submit scratch card, SMS the following:psi*1234567890

Send to 15077

Purchase dispenser of condoms; find scratch card inside; scratch off foil to reveal unique 10 digit number

Why is this information useful?

• Provides data on product availability by ward– Nationally, and instantly up to date– Ward level population data exists; HIV

prevalence data can be estimated– There are over 3,000 wards in Tanzania

• Key indicator to track: – Sales per head of population (and per

risk factor - % HIV prevalence)

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Expected improvements

• Improved targeting of interventions • Improved trade promotions• Improved staff motivation• Improved partnering• Improved monitoring• Improved reporting

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Process• System development

– Tender process – May 2008– Voxiva selected – July 2008– Systems requirements defined – Aug-Dec

2008– Payment system developed – mid 2009

• Pilot phase (Nov ‘09 to Jan ’10)• National roll out underway• Radio campaign planned for June 2010

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Web portal access

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Results to date• Registration growing

– 830 enrolled in system in May 2010– 30,000 enrolled by November 4th 2010

• Of those, 27,400 are active

• All regions are reporting

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Availability of condoms per head of population living with HIV

Results from Pilot Activity in Bagamoyo,

Nov 2009 to Jan 2010

Example Report

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Links to other activities

GPS report - February 2010 activities – PSI/Tanzania 15

Challenges faced• Defining requirements• Negotiations with mobile companies• Payment amounts small per unit (per

retailer) but large in aggregate• Surprisingly hard to find * key• Cost of scratch cards• Recruitment of database administrator• Data not useful until scale is achieved• Accuracy of data entry

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The future

• Achieve scale• Adjust retailer/wholesaler/distributor

rewards based on performance• Create new incentives for PSI field teams• Conduct regular sms surveys with retailers• Develop new NGO partnerships• Roll out to other health products

– Family planning, malaria, diarrheal disease

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Thank you!!

**For more information on Ongea Zaidi na Salama, please contact:

Daniel CrapperPSI Tanzaniadcrapper@psi.or.tz

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