Branding Strategy and Marking Plan, Bolivia Gestión y Calidad en Salud Project

The project is part of USAID/Bolivia's three-pronged approach that links institutional capacity, facility-based services, and communities. JSI and its partners, CARE and the Population Council, are providing technical assistance to strengthen the capacity of Bolivian institutions to deliver quality decentralized health services. The project's branding strategy follows the applicable guidance found in ADS 320.3.2.2. The project name, Bolivia Gestión y Calidad en Salud, applies to all programs, projects, activities, and public communications funded by USAID through the contract. The full name of the initiative should be used in all documents and materials produced under the contract, with subsequent references referred to as "Gestión y Calidad en Salud," "the Project," or "GCS." According to USAID guidelines, there will not be a program logo created for the GCS project, and the only logo that will be used to identify this project is the USAID identity. The project has identified several target audiences, including Bolivian organizations, government officials, policymakers, civil society, and private sector groups involved in or related to the health sector, as well as Bolivian clients of healthcare programs and services. The project's messages focus on providing technical assistance to improve implementation of policies, programs, and services, as well as working with municipalities on programs to improve the quality of care. External messages disseminated to the general public in Bolivia may focus on health issues, changing health-seeking behavior, new treatment options, or health opportunities. The project will make clear that the product was produced with the support of the U.S. Agency for International Development under the Bolivia Gestión y Calidad en Salud Project in all materials and communications prepared under the project. This acknowledgment may not be appropriate in some program materials, such as certain behavior change materials, or in those instances when the materials produced must appear to be coming directly from the Bolivian government. The project will also track and collect all press mentions. The project will collaborate closely with the Ministry of Health and Sports (MOH) to achieve its objectives and will identify appropriate ways to credit MOH involvement, such as placing the MOH logo alongside the USAID logo on materials or acknowledging the MOH verbally or in writing. The project will clear any press releases, media events, and media interviews with USAID and will verbally acknowledge USAID and the support from the American people at each public event. The project will also provide to USAID four success stories per year, two copies of all public communications materials produced by the project, and will submit to USAID a request to modify this plan and/or other related documents in the event of changed circumstances.