Country of Operation
Target income level
- Bottom 20%
- Lower-middle income (20-40%)
- Middle-income (40-60%)
- Family planning and reproductive health
SummaryA program focused on contraceptive use to manage population growth and protect against HIV/AIDs using dynamic social marketing.
DKT Ghana is leveraging two classic social marketing strategies to address the family planning situation in Ghana:
- Driving demand via brand building that leverages mass media and non-traditional communication and
- Improving commodity security via broad and deep distribution of high quality, affordable contraceptives.
DKT Ghana strives to provide these affordable and accessible contraceptives to young adults with unmet family planning needs. In 2014, DKT Ghana sold 19 million condoms, over 4 million contraceptives, 567,000 injectable contraceptives, and nearly 228,000 medical abortion doses, which translates to 884,696 CYPs.
Key program components
DKT is marketing and distributing two condom brands, Kiss and Fiesta, in order to reach targets across the economic spectrum. DKT Ghana has sales staff throughout the country doing direct sales, as well as creating innovative partnerships to bring Kiss to the widest spectrum of consumers.
DKT Ghana started selling its Lydia line of female contraceptive products in August 2013. This new brand includes emergency contraceptives, two different oral contraceptives, and IUDs, with an injectable contraceptive in development.
DKT Ghana is generating interest in these reproductive healthcare products through mass-media advertising and a grassroots approach of working with clinicians and midwives in urban and rural areas. These local experts act as reproductive health advisory resources for their communities, and providers of DKT products.
In September 2013, DKT launched a new youth brand with its partners, Marie Stopes International Ghana and Grameen Foundation. The new youth brand, entitled No-Yawa (Ghanaian for "no problem" or"no mistake"), is a sexual and reproductive healthcare platform which promises to provide accurate, non-judgmental information to young Ghanaians. In a society in which pre-marital sex is taboo, youth often lack resources for information about sex, reproductive health and contraceptives. No-Yawa was created to be a forum for youth to discuss their sexual and reproductive health issues. The No-Yawa brand offers a toll-free 24-hour hotline, an SMS program that sends out weekly texts or voice messages with information about sexual and reproductive health, and clinics where staff have been trained to be sensitive to youth issues.
By providing a safe-haven where young Ghanaian adults can talk openly about the challenges they face, DKT Ghana will improve safe sex and family planning practices amongst one of Ghana's most important and under-served demographic groups.
Picture this: 28 million new infections averted.
- DKT InternationalNot-for-profit