\u201cLet\u2019s try to create markets for these goods and ways of funding
\nthem\u2026.\u201d With that charge near the
\nend of her remarks last Friday on the 15th anniversary of the Cairo International
\nConference on Population and Development (ICPD), Secretary of State Clinton put
\nher finger on one of the key avenues for long-lasting improvement in the lives
\nof women and children around the world:
\nmarkets.\n<\/p>\n
\nThe unfinished Cairo agenda incorporates many things that were supposed
\nto, by 2015, dramatically improve the health and lives of women, children and
\nsocieties. Close to forty percent
\nof women in the world still deliver their babies without a doctor, nurse or
\nmidwife. Fifteen years after the
\nworld pledged to remedy this, every minute, a woman still dies in childbirth or
\ndue to pregnancy related cause\n<\/p>\n
\nThe clear linkage between the Cairo agenda and the UN\u2019s Millennium Development \nThe good news is markets for these simple life-saving and life-changing \nHistorically, social marketing is designed to plug this gap.\u00a0 <\/span>Social marketing uses the discipline of \nSocial marketing is \u201cMad Men\u201d meets \u201cHeroes.\u201d\u00a0 <\/span><\/span>\n<\/p>\n \nHow does this look in \nBy treating women around the world as customers, by creating incentives for the private sector–which already interacts with these women–to carry life-saving \nSocial marketing can work even in circumstances where donors lose \nSince social marketing involves subsidy, sometimes substantial, \nMarkets.\u00a0 <\/span>Secretary Clinton \nThe markets already exist, Madame Secretary. Let\u2019s make them work for the poor.<\/p>\n","protected":false},"excerpt":{"rendered":" \u201cLet\u2019s try to create markets for these goods and ways of funding them\u2026.\u201d With that charge near the end of her remarks last Friday on the 15th anniversary of the Cairo International Conference on Population and Development (ICPD), Secretary of State Clinton put her finger on one of the key avenues for long-lasting improvement in […]<\/p>\n","protected":false},"author":4488,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-225473","post","type-post","status-publish","format-standard","hentry","category-news"],"_links":{"self":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/225473","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/users\/4488"}],"replies":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/comments?post=225473"}],"version-history":[{"count":0,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/225473\/revisions"}],"wp:attachment":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/media?parent=225473"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/categories?post=225473"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/tags?post=225473"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\nGoal 5 was reaffirmed when, at the 2005 World Summit, a new target and more
\nspecificity was added.\u00a0 <\/span>MDG 5 now
\ncalls for universal access to reproductive health care \u2013 which includes meeting
\nwomen\u2019s unmet need for family planning – along with reducing maternal mortality
\nby three-quarters between 1990 and 2015.\u00a0
\n<\/span>\u00a0<\/span>Reducing the number of
\nmothers dying from preventable causes, related to giving birth — who could be
\nagainst that?\u00a0 <\/span>And yet the world
\nhas made almost no progress against this goal.\u00a0 <\/span>Last year, more than half a million women died in childbirth
\nor due to pregnancy related causes.\u00a0
\n<\/span>Twenty million unsafe abortions were performed, many leading to death or
\ndisability of women.\u00a0 <\/span>More than 200
\nmillion women who wish to space, time or limit their pregnancies, still lack
\naccess to safe, modern contraceptive methods.\n<\/p>\n
\nfamily planning products and services exist, everywhere people live.\u00a0 <\/span>There is a natural demand on the part
\nof women \u2013 even those who have been held down and back by lack of access to
\neducation and opportunity \u2013 for products that will improve their lives, improve
\nthe lives of their families, and nurture the children they already have.\u00a0 <\/span>The missing ingredient is reliable,
\nhigh-quality supply of these products and services. <\/span>\n<\/p>\n
\nmarketing, supply-chain management, quality control, advertising, promotion, place,
\nand price, to put oral contraceptives, or an IUD, or an implant, or a condom,
\ninto the hands of low-income and vulnerable people who are not being served by the
\ncommercial market.\u00a0 <\/span>Social
\nmarketing manipulates the price of a good or service \u2013 today social marketing
\nsometimes takes that price to zero, or even negative \u2013 to ensure that
\nlow-income and vulnerable consumers are getting the access they need to lead healthier
\nlives.\u00a0\u00a0 <\/span><\/span>\n<\/p>\n
\npractice?\u00a0<\/span><\/span>\u00a0<\/span><\/span>In the Congo, for example, the public health infrastructure was
\nalmost completely destroyed after years of civil conflict.\u00a0<\/span><\/span>\u00a0<\/span><\/span>Neither the government nor donors
\nfocused on reproductive health or family planning.\u00a0<\/span><\/span>\u00a0<\/span><\/span>But private health centers and
\npharmacies continued to function and, after the conflict subsided, they
\nthrived.\u00a0
\nOperating without interruption in the Congo for over 20 years, PSI
\nestablished the Confiance network, a branded network of private clinics and pharmacies that
\nprovide quality family planning services, information and products to Congolese
\nconsistently over time.\u00a0\u00a0In
\naddition, we created family planning messages that aired on television and on
\nradio, along with informational spots on family planning that became so popular
\nstations were asking to air them for free.
\nOver the past five years, PSI has
\nmaintained product supply to nearly 300 private partner pharmacies, nearly 100
\nprivate partner clinics, and through more than 100 mobile educators \u2013 and all
\nthat translates into an ongoing supply of health products and services for
\nwomen, even during times of crisis.
\n<\/span><\/span>\n<\/p>\n
\nproducts as well as soap or cooking oil, by using marketing to encourage
\nbehavior change the same way we were encouraged to wear a seat belt or are now
\nencouraged to Twitter, we reach more women and we change more lives.\n<\/p>\n
\ninterest or politics get in the way.\u00a0
\n<\/span>Because a market for a product or service, once stimulated, tends to
\nperpetuate itself. When resources
\naren\u2019t available for price subsidies that are needed to reach low-income
\nconsumers, social marketing can use cross-subsidization: in other words, selling higher-priced
\nproducts to consumers willing to pay, and transferring the surplus into
\nsubsidies for lower-income consumers.
\n<\/span>\n<\/p>\n
\nnonprofits like mine are its champions.\u00a0
\n<\/span>And in this day of stubbornly high needs around the world and crushing
\nbudget pressures on all donors, isn\u2019t it smart to make donor resources go as
\nfar as they can and reach more women?\u00a0
\n<\/span>Social marketing uses markets and the private sector to reach many more
\npeople than emergency give-aways are able to do. And, it offers the poor
\nsomething often overlooked: dignity, choice and a voice in improving
\ntheir own health.
\n<\/span>\n<\/p>\n
\nhas seen them work for the benefit of women, girls and families around the
\nworld. They exist anywhere humans
\nexist. With dedication and skill,
\nwe can use those markets to reach the women who need our help most in order to
\nend the mind-numbing carnage that is caused by lack of access to family
\nplanning and reproductive health products and services.\n<\/p>\n