Center for Health Market Innovations (CHMI)

Used a social marketing approach in two districts of Tanzania to stimulate the development of the market for insecticide-treated mosquito nets (ITNs) for malaria control. The program aimed at achieving substantial and sustainable use of insecticide-treated nets in young children and pregnant women. The purpose of the program was well in line with the philosophy of social marketing; it was therefore envisaged as the most appropriate technique to reach the target population with the insecticide-treated nets as a malaria control intervention. Community members were given a primary role in shaping the implementation activities. The research team in partnership with district health management team held sensitization meetings with village leaders. The meetings, in a form of open discussions included general health issues, prevention of malaria sustainability and cost-recovery. Community preference studies were conducted to identify size, quality and color of their choice. Through local market research a brand name “ZUIA MBU” (a kiSwahili phrase which means prevent mosquitoes) was identified for treated nets and insecticide. aimed at targeting the most-at-risk group, pregnant women and young children. To achieve that, a discount system was developed. The system was based on a simple paper vouchers issued through the MCH clinics. The vouchers were given to pregnant women when they visited MCH clinics for antenatal care as well as to mothers of children under five years of age. The voucher was worth TZS 500 (approx. US$ 0.5); therefore it allowed the beneficiary to purchase a Zuia Mbu net from a retailer at a reduced price of TZS 2,500 (instead of TZS 3000). The retailers were reimbursed on their next order with an addition of TZS 50 for each voucher as a handling charge. Implementation of voucher scheme reflected a successful public private mix