Since 1995, AED, under the PCS IV Project, has been working closely with ASHONPLAFA, the Honduran Family Planning Association in the design and implementation of a communication strategy. ASHONPLAFA, a non government organization with more then 30 years of operation has established itself as the largest provider of family planning services in the countrry with about 40 % of the market share and needed to expand reproductive health services to meet new challenges.

The USAID private sector population project launched a partnership with ASHONPLAFA in late 1995 to significantly increase ASHONPLAFA's sustainability over the next five years and beyond. This project is designed to increase cost recovery by increasing client acceptance to ASHONPLAFA's diversified reproductive health services. A multi layered campaign was designed with a series of three campaigns: Internal, Image, and Reproductive Health, each layer builds on the previous one creating a synergetic effect.
 

1. ASHONPLAFA's Internal Campaign

November of 1997 marks the launching of ASHONPLAFA's internal campaign.

Target Audience: ASHONPLAFA's staff nationwide

Key Message: Inform and commit staff to new direction of ASHONPLAFA.

A series of one day activities (Jornadas Educativas) that included orientation, motivational meetings that covered institution's redefined mission and vision, importance of quality in service delivery by raising awareness on importance of interpersonal communications to enhance quality of services. The Jornadas were carried out in each region and attended by all ASHONPLAFA staff, volunteers and board members.
 

2. ASHONPLAFA's Image Campaign

December of 1997 marks the launching of the Image Campaign

Target Audience: Urban and Peri urban men, women 20-30 years old and opinion leaders.

Key Message: ASHONPLAFA is an experienced provider of high quality family planning services and reproductive health services.

Included the updating of the institution's Logo, adding a new slogan:

ASHONPLAFA, a better way of life. (ASHONPLAFA "una mejor forma de vida")

All clinics were repainted with the new logo and slogan. Production of promotional materials include the new logo and slogan. Promotional material such as T shirts, pens, hats, umbrellas, key chains, that were made available to ASHONPLAFA staff (as part of the Internal Campaign) and used in the launching of the Image Campaign.

ASHONPLAFA clinics increased range of services to include pre and post natal care, pediatric and lab services. In May 1997 the opening of the new San Pedro Sula Clinic, located in a mid high income area providing reproductive health services. Training health providers in inter personal communications was also an integral part of the image campaign to strengthen the already existing image of ASHONPLAFA as a good quality service provider.

3. National Reproductive Health Campaign

Target Audience: Urban, peri urban young men and women 20-30 years old

Key Message: Reproductive Health is well-being and life. "Salud Reproductiva, bienestar y vida". Is the campaign slogan, promoting a positive and a healthy approach to reproductive health information and services provided by ASHONPLAFA. All promotional materials were pre tested before production. Materials have been broadcasted and distributed since mid 98. Hurricane Mitch last October interrupted the campaign and the campaign resumed in March 99 and continues as scheduled.

The Reproductive Health Campaign included a componene fo men and one for youth. The development of materials for men, specifically to include men as supporters of reproductive health decisions has finished the pre testing process and will be aired July 99. The youth component materials is currenly in the design process and is scheduled for late 99 launching.