Increasing Access to Safe Male Circumcision, HIV and Family Planning Services through Social Franchising in Malawi

The BIP aims to increase awareness of opportunities for Ugandan entities, especially the private sector, to engage with USAID programs in a manner that promotes competition and inclusion. The Activity will use exclusive branding and marking, and only the USAID and Feed the Future standard graphic identities will be visible on materials produced for program purposes. However, there will be exceptions to this positioning strategy, particularly in cases where a facilitative approach based on market systems development (MSD) principles is used. In these instances, the USAID and Feed the Future logo will not appear on private sector promotional or administrative materials. The Activity team will position FtF IAM as an innovative, high-value USAID Activity under the Feed the Future initiative with substantial visibility throughout its activities on both the national and subnational levels. The desired level of visibility is to emphasize the message that assistance is "from the American people jointly sponsored by USAID and the Government of Uganda." Exceptions to the Activity's branding and marking plan may be requested, per ADS 320.3.2.1, in cases where DAI determines that it would cause a distortion in the market, signal a subsidy, and/or impair learning objectives. In these instances, a low-profile branding and marking approach will empower FtF IAM's partners to take full ownership of the changes they are introducing into the market system with U.S. Government support. The Activity team will regularly seek a high-level of USAID visibility and will ensure the Contracting Officer's Representative (COR) is aware of any events using low-profile branding and provide a justification for why the tactic was chosen. A host-country or ministry logo or other USG seal or logo may also be added, if FtF IAM determines it is applicable and approved by USAID through the COR. The primary audience for all materials and documents produced under FtF IAM are Activity market actors, staff, grantees, partners, USAID, DAI, Government of Uganda stakeholders, and the Ugandan public. The secondary audience are U.S. Government stakeholders, other donors, and U.S. taxpayers. All public communications will be branded as USAID's activity, and the message "The assistance is 'from the American people jointly sponsored by USAID and the Government of Uganda'" will be incorporated. The Activity will promote the following message: "Feed the Future Uganda Inclusive Agricultural Markets Activity is made possible by support from the American people jointly sponsored by USAID and the Government of Uganda." This message will be used in all public communications to emphasize the partnership between USAID and the Government of Uganda in supporting the Activity. The Activity will also promote the message that assistance is "from the American people jointly sponsored by USAID and the Government of Uganda." This message will be used in all public communications to emphasize the partnership between USAID and the Government of Uganda in supporting the Activity. The Activity's branding strategy will be tailored to the target groups, with primary and secondary audiences identified. The primary audience includes Activity market actors, staff, grantees, partners, USAID, DAI, Government of Uganda stakeholders, and the Ugandan public. The secondary audience includes U.S. Government stakeholders, other donors, and U.S. taxpayers. The Activity will use a facilitative approach based on market systems development (MSD) principles, which will foster innovation and behavior change among market actors. This approach will be used to strengthen market linkages, reduce distortion, and ensure the sustainability of the changes FtF IAM and its partners implement together. The Activity will also use a low-profile branding and marking approach in certain cases, particularly where DAI determines that it would cause a distortion in the market, signal a subsidy, and/or impair learning objectives. This approach will empower FtF IAM's partners to take full ownership of the changes they are introducing into the market system with U.S. Government support. The Activity's branding strategy will be regularly reviewed and updated to ensure that it aligns with the Activity's goals and objectives. The Activity team will also ensure that the Contracting Officer's Representative (COR) is aware of any events using low-profile branding and provide a justification for why the tactic was chosen.