1. Denis Ahairwe dahairwe@uhmg.org; +256752482909
The role of Social Marketing in Increasing Access to, and Utilisation of Family Planning Services among Young People in Uganda.   
A case of USAID/Uganda Social Marketing Activity
Uganda Social Marketing Conference
Denis Ahairwe

2. Project Objectives
To increase access to quality and affordable health products and services
To increase the demand of socially marketed health products and services
3. To strengthen health systems for sustained and equitable access to health products and services.
U G A N D A H E A L T H M A R K E T I N G G R O U P

3. BACKGROUND
78% of Ugandans are below 35 years of age, while 50% are below 15 years Average Age: 14 years old Modern Contraceptive Prevalence Rate among Sexually active Unmarried women is 47%
Reach an estimated 100 million by 2050,

4. Behaviour determinants
Barriers to uptake
Myths & misconceptions
Shortage of supplies
Insufficient knowledge on where to access services
Health worker attitude
Reach an estimated 100 million by 2050,

5. Approach
A series of activities have been conducted to enhance development of a segmented and sustainable family planning market through a Total Market Approach (TMA), a platform which drives project implementation.

6. Products

7. Distribution Model - Place

8. Place
273 Good Life clinics
434 Good Life promoters
Youth led activities in 50 GLCs
120 Work place activations
Targeted Outreaches
1511 drug shops
100 Pharmacies
5400 Other non-traditional outlets

9. Price
Subsidised products
Subsidised Services (vouchers, clinic supplies)
Outreaches to minimise cost
Youth microentrepreneurs driven by commission mark-ups
Market segmentation to increase access

10. Promotion
To address myths and misconceptions
Provide culturally relevant information
Youth involvement at Parish level
Appropriate IEC materials provided

12. Theatre
Conducted more than 250 coordinated events at the community-level to improve behavior
Product demos
Myth bursting interactive drama
Music, entertainment promotion

13. SMS. Facebook. Twitter. Youtube
Mobile Phones
SMA has reached over 3,279,408 young people with messages
2,574,074 Reached through Facebook
705,334 reached through Twitter via campaign hashtags like #HIVPreventionUG,
#IWasWrong,
#Lovelifeplaysafe,
1,540,000 have used the service locator to find service providers
SMS. Facebook. Twitter. Youtube

14. Brand Promotion
Increase brand awareness, visibility, and product positioning across correct target Market segments

15. Results and Learning  
Campaign has reached 10.6 million general population
Reached over 3,279,408 young people with messages
2,574,074 Young people Reached through Facebook
705,334 reached through Twitter via campaign hashtags like #HIVPreventionUG, #IWasWrong, #Lovelifeplaysafe,
Enabled 59,128 youths to access family planning services
Thus, contributing to 9,408 couple years of protection;
Averting 3,071 unintended pregnancies.