COMPRI-A Social Marketing Afghanistan
Afghanistan, South Asia
Communication for Behavior Change: Expanding Access to Private Sector Health Products and Services (COMPRI-A) was a USAID-funded social marketing and behavior change program. It combined mass media campaigns (TV, radio, mobile cinema, live theater) with community leader engagement to promote child survival, birth spacing, and water treatment for diarrhea prevention. The program distributed contraceptives, oral rehydration salts, and water purification tablets through 5,300+ retail outlets, making health products accessible beyond clinic settings.
Behavior Goal
Increase adoption of child survival practices, birth spacing, and water treatment behaviors through social marketing and expanded product access
Target Audiences
Methods & Approaches
Implementers & Partners
- Afghanistan Social Marketing Organization (ASMO)
- MSH
Donors & Sponsors
- USAID
Key Takeaways
- 1Private sector retail distribution (5,300+ outlets) expands product access beyond clinics
- 2Multiple media channels reinforce consistent health messages
- 3Community leaders critical for reinforcing behavior change
- 4Social marketing approach combines product availability with demand creation
- 5Mobile cinema and live theater reach populations without TV/radio access