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Home > Our Approach > A broader social impact > Technology Finance Group (TFG)
Three campaigns and a cause

One of TFG’s most significant and representative projects with a very positive outcome in recent years has been in the field of Child and Reproductive Health (CRH). This twelve year programme sought to make quality health care products and services available in the sector. It also sought to increase awareness about HIV /AIDS and STD prevention.

At the start the use of CRH products was low and the communications strategies for reaching the appropriate customer segment were weak.  The specific product segments identified during the programme comprised contraceptives, diagnostic test kits and vaccines. The objective was to promote private sector involvement as well as launch a series of generic promotion and awareness campaigns.

 The programme was divided into three components; the Oral Contraceptive Pills (OCP), the Oral Rehydration Salts (ORS) and  Dual Purpose Condoms Promotion (DPCP).

   

Oral Contraceptive Pills  (OCP) Campaign

The goli ke hamjoli campaign was designed to widen the customer base for oral contraceptives and increase the use of OCPs in the targeted states of UP, Bihar, Jharkhand, Rajasthan and Uttaranchal. The collaborative process brought doctors and communication strategies together and created a common logo which is now established and used by partner brands. The five year campaign, which ended in 2004, has produced encouraging results. According to figures from ORG Retail Audit, there has been a 48 per cent increase in sales in urban northern India.

Oral Rehydration Salts (ORS) Campaign

This integrated communication campaign was designed to promote the use of the fortified dose of ORS recommended by WHO as a first line treatment of diarrhoea in children. At the start of the campaign, the WHO ORS formulation lacked a brand identity. 

The usage patterns of ORS pointed towards low prescription rates even in the medical community. For instance, despite being aware of the product several doctors did not prescribe it. Stocking of WHO-ORS by chemists was low and the package instructions were unclear as well.

The five-year campaign which began in 2002 created a splash in the media as it co-opted several well known media personalities into the promotional process. Apart from increasing consumer demand for WHO-ORS, the campaign also attempted to increase product endorsement from providers like chemists and GPs while using advocacy to gradually shift the industry and make it WHO compliant. More than 25,000 chemists and 20, 000 doctors were involved in the countrywide effort which led to an escalation in total sales of WHO-ORS by 88 per cent. 

Dual Purpose Condoms Promotion (DPCP) Campaign
This four year campaign was initiated in 2004 and aims to cover 10 northern states. The key focus of the campaign, which has involved leading celebrities in the endorsement of the product, is to promote a dual use of condoms. This approach combines the family planning and safe sex messages simultaneously.