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Forming Partnerships to Influence Health Policy  Policy Advocacy: The Fifth ‘P’ of Health Marketing August 13, 2009
Presenters Bryan provided support for strategy development, branding, and materials development for the launch of Prevention Now! and continues to provide senior counsel to the campaign. Kim manages the day-to-day operations of Prevention Now!, spearheading advocacy initiatives and providing technical assistance for Prevention Now! activities worldwide. Bryan Callahan, Ph.D. Social Marketing Practice Ogilvy Public Relations Worldwide Washington, DC [email_address] Kimberly Whipkey Sr. Associate, Advocacy and Outreach Center for Health & Gender Equity Washington, DC kwhipkey@genderhealth.org
Policy Advocacy: The Fifth ‘P’
Traditionally Health Marketing Has Operated with “Four P’s” ,[object Object],[object Object],[object Object],[object Object],Increasingly, global health and development organizations – from the Bill & Melinda Gates Foundation, to the World Health Organization, to the World Bank – are recognizing the need for Policy Advocacy as an essential Fifth P for health marketing. ,[object Object],[object Object],[object Object],[object Object]
What are the differences between  policy advocacy and health marketing?  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What are the similarities between  policy advocacy and health marketing?  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
“ I don’t care  what you tell me about the female condom.  I’ve heard that  women don’t like it .   Until I hear different,   don’t call me back .” —  Senior Health Reporter Associated Press October 2005 Policy Advocacy for the Female Condom: Changing the Conversation, 2005-2009
The Female Condom: From Concept to Reality® 1981 MMWR  identifies AIDS in U.S. gay men 1988 ●  Heterosexual transmission seen as dominant vector in Africa ●  Women account for 5% of diagnosed AIDS cases in U.S. ●  Wisconsin Pharmacal announces development of Female Condom 1993 FDA approves FC1 by narrow 4-3 vote 1994 2001 ●   FC1 fails to take off in U.S. & Europe cost and product characteristics play role ●  First ARVs become widely available ●  NSC declares AIDS global security threat ●  UN creates Global Fund ●  Bush Admin. Commits $15 billion to PEPFAR ●  UNFPA begins targeted FC1 distribution  ●  FHC commits to developing lower-cost FC 2005 ●  FHC introduces FC2 (2005) ●  WHO includes FC2 in EPL (2006) ●  IAC “Time to Deliver” (2006) ●  Women ~50% of PLWHA (2006) ●  Prevention Now! launched (2006) ●  FDA approves FC2 by 14-0 vote (2008) 2009
[object Object],[object Object],[object Object],[object Object],[object Object],A Growing Global HIV Pandemic
Women and HIV/AIDS: A Growing Pandemic ,[object Object],[object Object],[object Object],[object Object]
An epidemic at home among Black & Latina women ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],High-Risk Heterosexual Contact = 83% IDU  = 15% HIV Transmission among U.S. Women - 2007 Transmission Route Male Female Total Male/Male Sexual Contact 22,472 - 22,472 Injection Drug Use 3,133 1,806 4,939 Male/Male Sexual Contact & Injection Drug Use 1,260 - 1,260 High-Risk Heterosexual Contact 4,551 9,076 13,267 Other/Risk Not Identified 102 96 198 TOTAL 31,518 10,977 42,415
But little movement to equip women with the only woman-initiated HIV prevention method available ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Female Health Company response, 2001-2006 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Creating an advocacy movement: The launch of Prevention Now! in 2006 ,[object Object],[object Object],[object Object],[object Object],So what was lacking? We had plenty of evidence of  NEED . But the AP reporter convinced us that what we really needed was evidence of  DEMAND  for the female condom – not from study subjects, represented as data points – but from  REAL WOMEN . And that’s how  was born.
Building an effective advocacy NGO Partnership ,[object Object],[object Object],[object Object],[object Object],[object Object],Organization advocating for universal access to prevention options for women Organization that is recognized as an independent, credible voice Organization with capacity to engage and activate reproductive health advocates globally Organization capable of maintaining sustained engagement
Creating clear, distinct, and credible messages Woman-initiated HIV prevention methods are essential to stopping HIV/AIDS. The FC Female Condom has been proven safe, effective, and acceptable.  And the female condom is the only women-initiated method available NOW. Women and men need access to woman-initiated HIV and STI prevention. The female condom remains the only safe, effective, and acccepted method available NOW. The development of the second-generation FC offers an opportunity to drive down cost & increase access. Expanded access to the FC, and training on its use, will prepare women at risk of HIV for new methods as they become available.
Developing a strong brand &  21 st -century campaign platform
360° Communications Coalition Building Third-Party Initiatives  (e.g.; School-based program) Promotions and Special Events Earned Media/Media Relations Social/”New” Media Crisis Management Issues Management Family Advocacy Groups Digital Influence Friends Neighbors Faith Community Local, State and Federal Agencies Workplace (Employers,  Co-workers, Unions) Community Leaders/Groups Schools, Libraries, Other Community Resources Partnership Support Guerilla Marketing Grassroots Outreach Sports and Entertainment Outreach NGOs Word-of-Mouth/ Social Media Traditional Media (print and broadcast) Advertising Direct Marketing
Strategic Approach Key Decision-Makers at the International and Country Levels Regional Organizations Global Organizations Country-Level Organizations Individual Influencers / KOLs Think Tanks, Foundations Name Technical Assistance Media Outreach Research Reports Leader Engagement Events & Public Testimony
Prevention Now! policy advocacy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Prevention Now! policy advocacy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Prevention Now! policy advocacy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Official launch of Prevention Now! Toronto IAC, 2006
Female Condom Rally Mexico City IAC, 2008
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Positive  B/N  Negative    2004     2008 Outcomes:  The power of policy advocacy Year Positive (%) Balanced/ Neutral (%) Negative  (%) 2004  (n = 409) 18 48 12 2008 (n = 413) 57 39 3 Difference 2004 > 2008 +39 -9 -9

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Nchm Deck Policy Advocacy Callahan Whipkey Final

  • 1. Forming Partnerships to Influence Health Policy Policy Advocacy: The Fifth ‘P’ of Health Marketing August 13, 2009
  • 2. Presenters Bryan provided support for strategy development, branding, and materials development for the launch of Prevention Now! and continues to provide senior counsel to the campaign. Kim manages the day-to-day operations of Prevention Now!, spearheading advocacy initiatives and providing technical assistance for Prevention Now! activities worldwide. Bryan Callahan, Ph.D. Social Marketing Practice Ogilvy Public Relations Worldwide Washington, DC [email_address] Kimberly Whipkey Sr. Associate, Advocacy and Outreach Center for Health & Gender Equity Washington, DC kwhipkey@genderhealth.org
  • 3. Policy Advocacy: The Fifth ‘P’
  • 4.
  • 5.
  • 6.
  • 7. “ I don’t care what you tell me about the female condom. I’ve heard that women don’t like it . Until I hear different, don’t call me back .” — Senior Health Reporter Associated Press October 2005 Policy Advocacy for the Female Condom: Changing the Conversation, 2005-2009
  • 8. The Female Condom: From Concept to Reality® 1981 MMWR identifies AIDS in U.S. gay men 1988 ● Heterosexual transmission seen as dominant vector in Africa ● Women account for 5% of diagnosed AIDS cases in U.S. ● Wisconsin Pharmacal announces development of Female Condom 1993 FDA approves FC1 by narrow 4-3 vote 1994 2001 ● FC1 fails to take off in U.S. & Europe cost and product characteristics play role ● First ARVs become widely available ● NSC declares AIDS global security threat ● UN creates Global Fund ● Bush Admin. Commits $15 billion to PEPFAR ● UNFPA begins targeted FC1 distribution ● FHC commits to developing lower-cost FC 2005 ● FHC introduces FC2 (2005) ● WHO includes FC2 in EPL (2006) ● IAC “Time to Deliver” (2006) ● Women ~50% of PLWHA (2006) ● Prevention Now! launched (2006) ● FDA approves FC2 by 14-0 vote (2008) 2009
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16. Creating clear, distinct, and credible messages Woman-initiated HIV prevention methods are essential to stopping HIV/AIDS. The FC Female Condom has been proven safe, effective, and acceptable. And the female condom is the only women-initiated method available NOW. Women and men need access to woman-initiated HIV and STI prevention. The female condom remains the only safe, effective, and acccepted method available NOW. The development of the second-generation FC offers an opportunity to drive down cost & increase access. Expanded access to the FC, and training on its use, will prepare women at risk of HIV for new methods as they become available.
  • 17. Developing a strong brand & 21 st -century campaign platform
  • 18. 360° Communications Coalition Building Third-Party Initiatives (e.g.; School-based program) Promotions and Special Events Earned Media/Media Relations Social/”New” Media Crisis Management Issues Management Family Advocacy Groups Digital Influence Friends Neighbors Faith Community Local, State and Federal Agencies Workplace (Employers, Co-workers, Unions) Community Leaders/Groups Schools, Libraries, Other Community Resources Partnership Support Guerilla Marketing Grassroots Outreach Sports and Entertainment Outreach NGOs Word-of-Mouth/ Social Media Traditional Media (print and broadcast) Advertising Direct Marketing
  • 19. Strategic Approach Key Decision-Makers at the International and Country Levels Regional Organizations Global Organizations Country-Level Organizations Individual Influencers / KOLs Think Tanks, Foundations Name Technical Assistance Media Outreach Research Reports Leader Engagement Events & Public Testimony
  • 20.
  • 21.
  • 22.
  • 23. Official launch of Prevention Now! Toronto IAC, 2006
  • 24. Female Condom Rally Mexico City IAC, 2008
  • 25.

Editor's Notes

  1. David Ogilvy said it first and we have stood by his words “We exist to build the business of our clients.” If at the end of the day, your business is not better off as the result of having worked with us, then we have failed to do our job. Our success is wholly-measured by our client’s success in solving the problems presented to us. Our efforts can never be separated from your overall marketing goals; our job is to help you get there.