SOMARC teams with private distribution firm to implement CSM program in Ghana.
PubMed · 1985
SOMARC, together with a private manufacturer and distributor of pharmaceutical products (Danafco, Limited), is launching a new contraceptive social marketing (CSM) program designed to make low cost, modern contraceptive products widely available in Ghana's cities. Danafco will directly implement the CSM program. Both the US Agency for International Development (USAID) and the government of Ghana will provide support to the program. James R. Kirland, USAID Population Officer, will assume overall responsibility for coordination and monitoring of CSM program activities. By a special amendment to the Pharmacy and Drug Act of 1961, the Ghanaian government has enabled the CSM program to conduct a demonstration project. Under the project, chemical sellers and retailers who successfully complete a special training session will be entitled to dispense oral contraceptives (OCs) without prescription. With the successful completion of this project, it is hoped that the Ghanaian government will further amend the Pharmacy Act to make contraceptives available nationwide on a nonprescription basis. Initially, the Ghana CSM program will market 3 products: a standard dosage OC; a foaming vaginal tablet; and an uncolored condom. Market research is now underway to determine product names for the OCs and vaginal tablets. The condom will be marketed under the name Panther. The project plans to conduct a retail audit to define current prices in the Ghanaian contraceptive market. Danafco will subcontract with Lintas Ghana Limited to provide advertising, package design, and promotion for the Ghana CSM program. Overall campaign efforts will focus on generating a positive climate for the program among influentials in government, religion, education, and health as well as consumers. The advertising campaign will include radio, television, print, and outdoor media. SOMARC, in collaboration with the USAID/Accra mission, hopes to establish an appropriate climate prior to the advertising launch by promoting a conference on the role of family planning in the national reconstruction of Ghana. In subsequent years, product extension may be considered.