USAID/Uganda AFFORD : health marketing initiative project evaluation : improving the lives of Ugandans

Agency for International Development and began as a five-year (2005-2010) health marketing initiative led by John Hopkins University Center for Communications in partnership with other organizations. In 2010, USAID/Uganda awarded a three year $18.5 million follow-on Assistance agreement (AFFORD) and an additional one year extension (2011-2014), to Johns Hopkins University (JHU). This second phase has been led by Johns Hopkins University Center for Communications Programs (JHUCCP) in partnership with Uganda Health Marketing Group (UHMG) with a mission to integrate health communication and social marketing techniques to address a variety of health issues and behaviors in Uganda, and an overarching aim of strengthening the institution of UHMG from an organization primarily dependent upon USAID funding to a private sector institution that is self-financing, self-governing and meeting its goal of contributing to the improved health status of Ugandans through Social Marketing. AFFORD objectives have been to: (1) further develop UHMG systems and capacity to support technical, financial, institutional and market sustainability; (2) increase accessibility and affordability of HIV/AIDS, Reproductive Health, Child Survival and malaria products and services for Ugandans using innovative private sector approaches; (3) increase knowledge and promote healthy behaviors and lifestyles among the general population and among targeted hard-to-reach and high-risk population segments. The primary purpose of this evaluation was to determine the extent to which UHMG's capacity as an indigenous organization promoting social marketing has been built and how it has played a key role in improving the uptake of healthy behaviors and increasing demand for delivery of health and HIV/AIDS services in Uganda. The evaluation was designed to inform ongoing and future social marketing activities by UHMG and other social marketing organizations in Uganda. The evaluation report is intended to provide "lessons learned" on strengthening local capacity as presented under the 2010 USAID Forward reforms. Questions the evaluation addresses are: (1) did AFFORD increase accessibility and affordability of HIV/AIDS, Reproductive Health, Child Survival and malaria products and services for Ugandans; (2) how relevant and effective have AFFORD's social marketing campaigns been in increasing awareness and uptake of health services; (3) what specifically is AFFORD's contribution to the delivery of health and HIV/AIDS services in Uganda; and (4) to what extent did AFFORD strengthen UHMG systems and capacity for technical, financial, institutional and market sustainability. (Excpert, modified)