Egypts Communication for Healthy Living Program

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• Egypts Communication for Healthy Living
  Program

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CHL GOALS

• CHL is a cross-cutting communication program
  whose goals are to
• Improve health in the areas of
• Family Planning
• Maternal and Child Health
• Infectious Disease (AI, HIV/AIDS, HEP-C)
• Healthy Lifestyles (anti-smoking, diet, etc.)
• Increase sustainability of Health Communication
  programs in the public, private and NGO sectors

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Strategy
A Unified Communication Platform Sahetak
Sarwetak Your Health, Your Wealth Integration
of channels approaches Media, Publicity
Events, Community Mobilization,
Counseling Partnerships for system-wide change
5000 clinics 14,000 AC pharmacies media
corporations
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Media
TV Spots air at avg. 65 Reach - Signature
message for Family Health - Family
Planning Spacing, FP Initiation -
Breast-feeding, Post-partum care -
Safe Injection, Passive smoking - Hand
washing Hygiene - HIV/AIDS Entertainment
Education Al Afdal (voted most popular
Ramadan show 05) Regional TV Co-productions
(PG and Showtime MBC)
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Print Promotional Materials

• National Distribution
• (94 clinics w FP IEC Matls SPA-05)
• Critical Mass Posters Fliers
• (FP, ANC, BF, Hep-C, No Smoking, etc.)
• Integrated FP/MCH Flipchart
• Inserts in Popular
• Magazines
• Mabrouk Guide to
• Good Health

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MABROUK INITIATIVE Newlyweds

• Rationale
• Marriage is critical entry point for family
  health messages
• 600,000 marriages per yr in Egypt
• Communication Approaches
• Pre-marital Newlywed Counseling
• Mazoon / Priest Workshops
• Publicity Events (321 couples 67,000 guests)
• Mabrouk Guide (over 1 million dist.)

Mother Are we using it? We live by it!
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Results Family Planning Use after 1st Birth
Percentage of Women by Parity at first use of
contraception, Egypt, 1992, 1995, 2000, 2005
Source EDHS
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MABROUK INITIATIVE Post-partum

• Rationale
• Critical entry point for health messages
• 1.7 m births per year in Egypt
• Recent Highlights
• Post-partum visits (10,000/yr)
• CHL PG Hospital Program (130,000/yr)
• Integrated PP Communication Protocol
• with Pop MCH Sectors, guidance for
• RR, PHC and Delivery nurses
• Toolkit of IEC materials developed,
• tied to national messaging

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Key Results Timing of Use after Delivery
Source EDHS
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MABROUK INITIATIVE Youth

• Rationale
• Critical entry point for health messages
• (anti-smoking, RH, HIV/AIDS, safe
  injection, nutrition, healthy living)
• 50 of Egypts population under 20yrs
• Recent Highlights
• Sports celebrities
• Security camps (180,000/year)
• Schools, summer camps
• Scouts
• Universities (AUC, CIC)
• HIV/AIDS Train Hotline promotion

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Results HIV/AIDS Hotline Promotion
Source MOHP Hotline Data
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NGO/CDA Sector CHL Community Health Program

• Program Coverage
• 120 Villages
• (24 mother villages 96 satellite)
• 500,000 Est. Population

• Program Structure
• CDA, Village Health Committee
• Leadership Dawar AWSO
• Family Health Package

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Results

• Newlywed visits
• 2005 1242
• Antenatal Visits (avg./ mother)
• 2004 1.8 visits avg.
• 2005 3.0 visits avg.
• Medically-assisted Delivery
• 2004 53.7
• 2005 60
• Postpartum home visits
• 2005 2186 (10 villages)
• Family planning practice (modern)
• 2004 48 MVHS-04
• 2005 52 MVHS-05

Source Monitoring System
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Results Reducing malnutrition

• Early Childhood Nutrition
• 2004 29.6 (ME Sys)
• 2005 4.4 (ME Sys)

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Results Dawar Leaders Mobilizing Resources

• Lights
• Waste management
• Water
• Bridges
• Minor Clinic
• Renovations

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ASK, CONSULT Growing the Market for Health

• 1. Integrated marketing campaign
• Unified brand, DTC advertising
• 15,000 pharmacies, now 30,000
• 2. Training
• Web-based Arabic Distance Ed
• 3. Private Sector Partnerships
• 4. Marketing Association

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Results Ask, Consult
Sales of Progestin-only Pills
Disposable Syringe Sales (2005)
Sales of One-Month Injectable
Source IMS Health
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Avian Influenza
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Integrated Campaign
TV/Radio Spots
Website
Training Video
Press inserts Journalism Events Training Household
Visits Community Programs
Materials Production and Distribution (reproduce
d by partners)
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Community Mobilization
Community Mapping Volunteer-led surveying
Door-to-door messaging Community Volunteers,
Peer-to-peer role modeling, Government and NGO
outreach workers.
Community Meetings via CDA-led Dawar, AWSO,
in-clinic seminars, and other partners.
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Avian InfluenzaWhere are we now?

• AI Survey- February 2007 (UNICEF)
• Exposure to AI messages from
• TV advertisements 84.5
• TV Programs 37.6
• News paper/magazine 11.6
• Perception of risk
• very high, with a mean score 4.5 out of 5.0
• Behaviors Among backyard poultry owners
  (UNICEF-2007)
• 62 are caging
• 61 do not allow children to help with poultry
  tasks
• 90 wash hands with soap and water after dealing
  with poultry

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CHL Goals achieved?

• Health outcomes have been improved
• Programs have applied communication best
  practices, using full integration of channels
  approaches
• Partners are capable, and conducting health
  communication at scale

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The Present, the Future Partners Implementing
at Scale
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Reposition health and empower people to achieve it
We wish you the greatest health and
happiness. Jane Nandy, USAID