Simon Berry
simon@colalife.org
November 2010
colalife
Zambia pilot outline
Version 1.0
9 November 2010
Pilot design
Pilot features:
• Niche application - AidPods are mother’s kits
Pilot features:
• Delivery through the private sector
Distributor
Wholesaler
• Niche application - AidPods are mother’s kits
Pilot feature...
• Delivery through the private sector
Distributor
Wholesaler
• Niche application - AidPods are mother’s kits
• Margins are...
• Delivery through the private sector
Distributor
Wholesaler
• Niche application - AidPods are mother’s kits
• Margins are...
• Delivery through the private sector
Distributor
Wholesaler
Assess ability to pay
• Niche application - AidPods are mothe...
• Delivery through the private sector
Distributor
Wholesaler
Assess ability to pay
Inject subsidy here
• Niche application...
• Delivery through the private sector
Distributor
Wholesaler
Social marketingSocial marketing
Assess ability to pay
Inject...
• Delivery through the private sector
Distributor
Wholesaler
Social marketingSocial marketing
Assess ability to pay
Inject...
http://colalife.org/blog
http://colalife.org/blog
http://colalife.org/updates
Pilot design
Pilot design
Pilot design
Pilot design
Pilot design
Pilot design
Pilot design
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Pilot design

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  • My name is Simon Berry and I am here to talk to you about colalife.
    So what is ColaLife?
  • We met 45 people while in Zambia from 15 different organisations in the public, private and NGO sectors and in week 2 of our visit we pulled key players together to consider what a trial might look like. This is what we came up with.
  • It was agreed that a pilot should focus on getting WHO-recommended diarrhoea treatment kits to new mothers and that we should do this through the ecxisting private sector network. The same network that gets Coca-Cola to the most remote areas of Zambia.
    It was agreed that we would embed private sector motivations into the distribution of these mother kits. The same motivators that get commodities such as cooking oil, salt, washing powder, talk-time and Coca-Cola to remote areas in Zambia.
    The Mother’s Kits, or AidPods, would be inserted into Coca-Cola crates at Wholesaler level in the distribution chain thereby increasing the profitability contained within a crate - profit will be made from the Coca-Cola AND the Mother’s Kits.
    The retail price of the kits will be based on mothers’ ability to pay.
    Based on this, and the margins that need to be made by the distributors, wholesalers and retailers, the level of subsidy will be determined and injected at the start of the distribution chain.
    Crucial to success will be a social marketing campaign aimed at turning ‘need’ into ‘demand’ for diarrhoea treatment kits by mothers. This will consist of awareness raising activities by Community Health Workers; communication and education campaigns using radio, community drama, posters and leaflets.
    Key to this design is that the only new element is the AidPod in the crate. All the other elements already exist in one form or other in other recent activities - it is just a question of putting the elements together in a different way and helping an unlikely alliance of partners work successfully together.
  • It was agreed that a pilot should focus on getting WHO-recommended diarrhoea treatment kits to new mothers and that we should do this through the ecxisting private sector network. The same network that gets Coca-Cola to the most remote areas of Zambia.
    It was agreed that we would embed private sector motivations into the distribution of these mother kits. The same motivators that get commodities such as cooking oil, salt, washing powder, talk-time and Coca-Cola to remote areas in Zambia.
    The Mother’s Kits, or AidPods, would be inserted into Coca-Cola crates at Wholesaler level in the distribution chain thereby increasing the profitability contained within a crate - profit will be made from the Coca-Cola AND the Mother’s Kits.
    The retail price of the kits will be based on mothers’ ability to pay.
    Based on this, and the margins that need to be made by the distributors, wholesalers and retailers, the level of subsidy will be determined and injected at the start of the distribution chain.
    Crucial to success will be a social marketing campaign aimed at turning ‘need’ into ‘demand’ for diarrhoea treatment kits by mothers. This will consist of awareness raising activities by Community Health Workers; communication and education campaigns using radio, community drama, posters and leaflets.
    Key to this design is that the only new element is the AidPod in the crate. All the other elements already exist in one form or other in other recent activities - it is just a question of putting the elements together in a different way and helping an unlikely alliance of partners work successfully together.
  • It was agreed that a pilot should focus on getting WHO-recommended diarrhoea treatment kits to new mothers and that we should do this through the ecxisting private sector network. The same network that gets Coca-Cola to the most remote areas of Zambia.
    It was agreed that we would embed private sector motivations into the distribution of these mother kits. The same motivators that get commodities such as cooking oil, salt, washing powder, talk-time and Coca-Cola to remote areas in Zambia.
    The Mother’s Kits, or AidPods, would be inserted into Coca-Cola crates at Wholesaler level in the distribution chain thereby increasing the profitability contained within a crate - profit will be made from the Coca-Cola AND the Mother’s Kits.
    The retail price of the kits will be based on mothers’ ability to pay.
    Based on this, and the margins that need to be made by the distributors, wholesalers and retailers, the level of subsidy will be determined and injected at the start of the distribution chain.
    Crucial to success will be a social marketing campaign aimed at turning ‘need’ into ‘demand’ for diarrhoea treatment kits by mothers. This will consist of awareness raising activities by Community Health Workers; communication and education campaigns using radio, community drama, posters and leaflets.
    Key to this design is that the only new element is the AidPod in the crate. All the other elements already exist in one form or other in other recent activities - it is just a question of putting the elements together in a different way and helping an unlikely alliance of partners work successfully together.
  • It was agreed that a pilot should focus on getting WHO-recommended diarrhoea treatment kits to new mothers and that we should do this through the ecxisting private sector network. The same network that gets Coca-Cola to the most remote areas of Zambia.
    It was agreed that we would embed private sector motivations into the distribution of these mother kits. The same motivators that get commodities such as cooking oil, salt, washing powder, talk-time and Coca-Cola to remote areas in Zambia.
    The Mother’s Kits, or AidPods, would be inserted into Coca-Cola crates at Wholesaler level in the distribution chain thereby increasing the profitability contained within a crate - profit will be made from the Coca-Cola AND the Mother’s Kits.
    The retail price of the kits will be based on mothers’ ability to pay.
    Based on this, and the margins that need to be made by the distributors, wholesalers and retailers, the level of subsidy will be determined and injected at the start of the distribution chain.
    Crucial to success will be a social marketing campaign aimed at turning ‘need’ into ‘demand’ for diarrhoea treatment kits by mothers. This will consist of awareness raising activities by Community Health Workers; communication and education campaigns using radio, community drama, posters and leaflets.
    Key to this design is that the only new element is the AidPod in the crate. All the other elements already exist in one form or other in other recent activities - it is just a question of putting the elements together in a different way and helping an unlikely alliance of partners work successfully together.
  • It was agreed that a pilot should focus on getting WHO-recommended diarrhoea treatment kits to new mothers and that we should do this through the ecxisting private sector network. The same network that gets Coca-Cola to the most remote areas of Zambia.
    It was agreed that we would embed private sector motivations into the distribution of these mother kits. The same motivators that get commodities such as cooking oil, salt, washing powder, talk-time and Coca-Cola to remote areas in Zambia.
    The Mother’s Kits, or AidPods, would be inserted into Coca-Cola crates at Wholesaler level in the distribution chain thereby increasing the profitability contained within a crate - profit will be made from the Coca-Cola AND the Mother’s Kits.
    The retail price of the kits will be based on mothers’ ability to pay.
    Based on this, and the margins that need to be made by the distributors, wholesalers and retailers, the level of subsidy will be determined and injected at the start of the distribution chain.
    Crucial to success will be a social marketing campaign aimed at turning ‘need’ into ‘demand’ for diarrhoea treatment kits by mothers. This will consist of awareness raising activities by Community Health Workers; communication and education campaigns using radio, community drama, posters and leaflets.
    Key to this design is that the only new element is the AidPod in the crate. All the other elements already exist in one form or other in other recent activities - it is just a question of putting the elements together in a different way and helping an unlikely alliance of partners work successfully together.
  • It was agreed that a pilot should focus on getting WHO-recommended diarrhoea treatment kits to new mothers and that we should do this through the ecxisting private sector network. The same network that gets Coca-Cola to the most remote areas of Zambia.
    It was agreed that we would embed private sector motivations into the distribution of these mother kits. The same motivators that get commodities such as cooking oil, salt, washing powder, talk-time and Coca-Cola to remote areas in Zambia.
    The Mother’s Kits, or AidPods, would be inserted into Coca-Cola crates at Wholesaler level in the distribution chain thereby increasing the profitability contained within a crate - profit will be made from the Coca-Cola AND the Mother’s Kits.
    The retail price of the kits will be based on mothers’ ability to pay.
    Based on this, and the margins that need to be made by the distributors, wholesalers and retailers, the level of subsidy will be determined and injected at the start of the distribution chain.
    Crucial to success will be a social marketing campaign aimed at turning ‘need’ into ‘demand’ for diarrhoea treatment kits by mothers. This will consist of awareness raising activities by Community Health Workers; communication and education campaigns using radio, community drama, posters and leaflets.
    Key to this design is that the only new element is the AidPod in the crate. All the other elements already exist in one form or other in other recent activities - it is just a question of putting the elements together in a different way and helping an unlikely alliance of partners work successfully together.
  • It was agreed that a pilot should focus on getting WHO-recommended diarrhoea treatment kits to new mothers and that we should do this through the ecxisting private sector network. The same network that gets Coca-Cola to the most remote areas of Zambia.
    It was agreed that we would embed private sector motivations into the distribution of these mother kits. The same motivators that get commodities such as cooking oil, salt, washing powder, talk-time and Coca-Cola to remote areas in Zambia.
    The Mother’s Kits, or AidPods, would be inserted into Coca-Cola crates at Wholesaler level in the distribution chain thereby increasing the profitability contained within a crate - profit will be made from the Coca-Cola AND the Mother’s Kits.
    The retail price of the kits will be based on mothers’ ability to pay.
    Based on this, and the margins that need to be made by the distributors, wholesalers and retailers, the level of subsidy will be determined and injected at the start of the distribution chain.
    Crucial to success will be a social marketing campaign aimed at turning ‘need’ into ‘demand’ for diarrhoea treatment kits by mothers. This will consist of awareness raising activities by Community Health Workers; communication and education campaigns using radio, community drama, posters and leaflets.
    Key to this design is that the only new element is the AidPod in the crate. All the other elements already exist in one form or other in other recent activities - it is just a question of putting the elements together in a different way and helping an unlikely alliance of partners work successfully together.
  • It was agreed that a pilot should focus on getting WHO-recommended diarrhoea treatment kits to new mothers and that we should do this through the ecxisting private sector network. The same network that gets Coca-Cola to the most remote areas of Zambia.
    It was agreed that we would embed private sector motivations into the distribution of these mother kits. The same motivators that get commodities such as cooking oil, salt, washing powder, talk-time and Coca-Cola to remote areas in Zambia.
    The Mother’s Kits, or AidPods, would be inserted into Coca-Cola crates at Wholesaler level in the distribution chain thereby increasing the profitability contained within a crate - profit will be made from the Coca-Cola AND the Mother’s Kits.
    The retail price of the kits will be based on mothers’ ability to pay.
    Based on this, and the margins that need to be made by the distributors, wholesalers and retailers, the level of subsidy will be determined and injected at the start of the distribution chain.
    Crucial to success will be a social marketing campaign aimed at turning ‘need’ into ‘demand’ for diarrhoea treatment kits by mothers. This will consist of awareness raising activities by Community Health Workers; communication and education campaigns using radio, community drama, posters and leaflets.
    Key to this design is that the only new element is the AidPod in the crate. All the other elements already exist in one form or other in other recent activities - it is just a question of putting the elements together in a different way and helping an unlikely alliance of partners work successfully together.
  • It was agreed that a pilot should focus on getting WHO-recommended diarrhoea treatment kits to new mothers and that we should do this through the ecxisting private sector network. The same network that gets Coca-Cola to the most remote areas of Zambia.
    It was agreed that we would embed private sector motivations into the distribution of these mother kits. The same motivators that get commodities such as cooking oil, salt, washing powder, talk-time and Coca-Cola to remote areas in Zambia.
    The Mother’s Kits, or AidPods, would be inserted into Coca-Cola crates at Wholesaler level in the distribution chain thereby increasing the profitability contained within a crate - profit will be made from the Coca-Cola AND the Mother’s Kits.
    The retail price of the kits will be based on mothers’ ability to pay.
    Based on this, and the margins that need to be made by the distributors, wholesalers and retailers, the level of subsidy will be determined and injected at the start of the distribution chain.
    Crucial to success will be a social marketing campaign aimed at turning ‘need’ into ‘demand’ for diarrhoea treatment kits by mothers. This will consist of awareness raising activities by Community Health Workers; communication and education campaigns using radio, community drama, posters and leaflets.
    Key to this design is that the only new element is the AidPod in the crate. All the other elements already exist in one form or other in other recent activities - it is just a question of putting the elements together in a different way and helping an unlikely alliance of partners work successfully together.
  • So lets spend a few minutes looking at the AidPod - what it might contaiin and what it would be made of?
    Despite the fact that WHO recommended that all new mothers should be given diarrhoea treatment kits and told what to do WHEN their child gets diarrhoea, this is the only example that we have been able to find. This is part of the social marketing that went alongside a project to promote a diarrhoea treatmnent kit in Cambodia by a project run by PSI and supported by USAID abd UNICEF.
    When they made their recommendation, WHO and UNICEF said that the kits should be made more desirable and so we are considering including sample size consumer products like soap and baby lotion. We also think it would be desirable to have more than 2 sachets of ORS.
    We also want to make the packaging itself useful and relevant. The volume of an AidPod is approximately 500ml or half a litre. We want it to be used as a measuring jug and for the ORS sachets to be compatible with it so that one sachet would be used per AidPod full of water, that is enough to make half a litre of ORS. Most ORS sachets make up a litre.
    This leaves us with the remaining issue of water quality. It is highly likely that a child with diarrhoea contracted the diarrhoea from the water supply so it would be desirable to ensure that the water used for making up the ORS solution was uncontaminated. One way of doing this would be to boil the water or to chlorinate the water. Both of these imply costs. A third option is to use solar water disinfection technique known as SODIS.
  • This is how the AidPod would be used:
    1 The contents of the Mother’s Kit would be removed
  • This is how the AidPod would be used:
    1 The contents of the Mother’s Kit would be removed
    2 It would be filled with the cleanest water available
  • This is how the AidPod would be used:
    1 The contents of the Mother’s Kit would be removed
    2 It would be filled with the cleanest water available
    3 The AidPod would be resealed and placed in a sunny spot
  • This is how the AidPod would be used:
    1 The contents of the Mother’s Kit would be removed
    2 It would be filled with the cleanest water available
    3 The AidPod would be resealed and placed in a sunny spot
    4 For six hours
  • This is how the AidPod would be used:
    1 The contents of the Mother’s Kit would be removed
    2 It would be filled with the cleanest water available
    3 The AidPod would be resealed and placed in a sunny spot
    4 For six hours
    5 The ORS sachet would be emptied into the AidPod - note that the size of the sachet would match the volume of water in the AidPod
  • This is how the AidPod would be used:
    1 The contents of the Mother’s Kit would be removed
    2 It would be filled with the cleanest water available
    3 The AidPod would be resealed and placed in a sunny spot
    4 For six hours
    5 The ORS sachet would be emptied into the AidPod - note that the size of the sachet would match the volume of water in the AidPod
    6 The young child would be given the ORS solution
  • Pilot design

    1. 1. Simon Berry simon@colalife.org November 2010 colalife Zambia pilot outline Version 1.0 9 November 2010
    2. 2. Pilot design
    3. 3. Pilot features:
    4. 4. • Niche application - AidPods are mother’s kits Pilot features:
    5. 5. • Delivery through the private sector Distributor Wholesaler • Niche application - AidPods are mother’s kits Pilot features:
    6. 6. • Delivery through the private sector Distributor Wholesaler • Niche application - AidPods are mother’s kits • Margins are made at every step Pilot features:
    7. 7. • Delivery through the private sector Distributor Wholesaler • Niche application - AidPods are mother’s kits • Margins are made at every step Pilot features: • AidPods introduced into crates at the Wholesaler
    8. 8. • Delivery through the private sector Distributor Wholesaler Assess ability to pay • Niche application - AidPods are mother’s kits • Margins are made at every step • Subsidy determined by ability/willingness to pay Pilot features: • AidPods introduced into crates at the Wholesaler
    9. 9. • Delivery through the private sector Distributor Wholesaler Assess ability to pay Inject subsidy here • Niche application - AidPods are mother’s kits • Margins are made at every step • Subsidy determined by ability/willingness to pay • Subsidy injected at distributor level Pilot features: • AidPods introduced into crates at the Wholesaler
    10. 10. • Delivery through the private sector Distributor Wholesaler Social marketingSocial marketing Assess ability to pay Inject subsidy here • Niche application - AidPods are mother’s kits • Margins are made at every step • Subsidy determined by ability/willingness to pay • Social marketing/sensitisation crucial to turn ‘need’ into ‘demand’ • Subsidy injected at distributor level Pilot features: • AidPods introduced into crates at the Wholesaler
    11. 11. • Delivery through the private sector Distributor Wholesaler Social marketingSocial marketing Assess ability to pay Inject subsidy here • Niche application - AidPods are mother’s kits • Margins are made at every step • Subsidy determined by ability/willingness to pay • Social marketing/sensitisation crucial to turn ‘need’ into ‘demand’ • The AidPod is the only thing that is new • Subsidy injected at distributor level Pilot features: • AidPods introduced into crates at the Wholesaler
    12. 12. http://colalife.org/blog
    13. 13. http://colalife.org/blog http://colalife.org/updates

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