ASMO Annual Report 2014

Afghan Social Marketing Organization
(ASMO)
Annual Report
December 1, 2013 – November 30, 2014
Afghan Social Markeing Organization
House No.101, Qala-e-Fatullah street, Lane #1
On the right, close to Zarghona High School
Kabul, Afghanistan
E-mail: eheidar@asmo.org.af
Website:www.asmo.org.af
i
Contents
INTRODUCTION & PURPOSE .................................................................................................................................... 5
ASMO VISION, MISSION, COMMITMENTS AND VALUES ........................................................................................................................... 5
ASMO’S GUIDING PRINCIPLES ................................................................................................................................................................. 5
ASMO ORGANIZATION CHART.............................................................................................................................................................. 6
I. EXECUTIVE SUMMARY .................................................................................................................................................
II. ASMO SOCIAL MARKETING PROJECT ............................................................................................................... 9
III. EXPECTED RESULT 1 .........................................................................................................................................10
A.
MARKETING, COMMUNICATION AND COMMUNITY OUTREACH ................................................................................................. 10
I.
Mass Media Communication .................................................................................................................................... 10
II.
Community Outreach Programs ............................................................................................................................... 15
THE ASMO WEBSITE ............................................................................................................................................................................. 18
V. EXPECTED RESULT 2 ............................................................................................................................................18
A.
I.
II.
INTERNATIONAL PROCUREMENT AND LOCAL PHARMACEUTICAL HEALTH PRODUCT SOURCING .............................................. 19
Procurement, Warehousing, Repackaging and Distribution Operations ............................................................. 19
Training Activities ....................................................................................................................................................... 20
VI. EXPECTED RESULT 3 .........................................................................................................................................21
A.
FIELD SALES ACHIEVEMENTS ......................................................................................................................................................... 21
Birth Spacing Methods: Asodagi Brand Male Condoms ........................................................................................ 22
Birth Spacing Methods: Khoshi brand Oral Contraceptive Pills ........................................................................... 24
Birth Spacing Methods: Khoshi Brand Injectable Contraceptives ........................................................................ 25
Safe Water Systems: Abpakon brand Chlorinated Water Treatment Solution ................................................. 26
Dehydration Therapy Products: Shefa brand Oral Rehydration Salts ................................................................. 27
Treatment/Prevention of Anemia: Iron Folate Pill (Taqwia Khon) ................................................................... 28
B.
CUMULATIVE SALES ACTIVITY ...................................................................................................................................................... 29
RETURN-TO-PROJECT (RTP) FUNDS ANALYSIS ..................................................................................................................................... 29
I.
II.
III.
IV.
V.
VI.
VII. ADDITIONAL EXPECTED RESULT 4 ................................................................................................................30
A.
I.
ADMINISTRATIVE AND OPERATIONAL SYSTEM ENHANCEMENTS .................................................................................................. 30
Financial Management and Internal Control .......................................................................................................... 30
OVERALL CHALLENGES AND LESSONS LEARNED ..........................................................................................32
A.
B.
CHALLENGES ................................................................................................................................................................................ 32
LESSONS LEARNED ....................................................................................................................................................................... 32
ii
LIST OF TABLES AND FIGURES
Tables
TABLE 1. BRANDED AND GENERIC MASS MEDIA COMMUNICATION ACTIVITIES .................................................................................................. 14
TABLE 2. MASS MEDIA COMMUNICATION AND COMMUNITY OUTREACH ACTIVITIES IN YEAR 2013 ............................................................... 16
TABLE 3. TRAININGS BY TRAINEE TYPE (PRIVATE PROVIDERS VERSUS COMMUNITY INFLUENCERS) .................................................................... 20
TABLE 4. ASMO CONTRACEPTIVE PRODUCT SALES & CYP IN YEAR 2013 .......................................................................................................... 22
TABLE 5. CAPACITY BUILDING OPPORTUNITIES PROVIDED FOR ASMO STAFF ..................................................................................................... 31
Figures
FIGURE 2. CUMULATIVE UNITS OF ASMO SOCIALLY MARKETED HEALTH PRODUCTS SOLD DURING 2013 ................................................... 22
FIGURE 3. TOTAL NUMBER OF MALE CONDOM UNITS SOLD .................................................................................................................................. 23
FIGURE 4. TOTAL NUMBER OF ORAL CONTRACEPTIVE UNITS SOLD ...................................................................................................................... 24
FIGURE 5. TOTAL NUMBER OF INJECTABLE CONTRACEPTIVE UNITS SOLD ............................................................................................................ 25
FIGURE 6. TOTAL NUMBER OF SAFE WATER SOLUTION UNITS SOLD..................................................................................................................... 26
FIGURE 7. TOTAL NUMBER OF ORAL REHYDRATION SALT UNITS SOLD ................................................................................................................ 27
FIGURE 8. TOTAL NUMBER OF IRON FOLATE (TAQWIA KHON) UNITS SOLD ...................................................................................................... 28
FIGURE 9. ASMO FIELD DISTRIBUTION NETWORKS & DIRECT SALES COVERAGE IN 2013 ........................................................... 29
iii
ABBREVIATIONS
ANMSO
Afghan National Medicine Services Organization
APHA
Afghanistan Private Hospital Association
ASMO
Afghan Social Marketing Organization
BCC
Behavior Change Communication
BODs
Board of Directors
CHW
Community Health Worker
CYP
Couple Years Protection
FGGO
Futures Group Global Organization
FP
Family Planning
JSJ
Jalase Sehi Jamia
HR
Human Resource
HPP
Health Policy Project
IC
Injectable Contraceptive
IEC
Information, Education, Communication
IR
Intermediate Result
KIP
Khalid Irshad Pharmaceutical
MoPH
Ministry of Public Health
NGO
Non-Governmental Organization
OC
Oral Contraceptive
ORS
Oral re-hydration Salt
POS
Point of Sales Materials
RTA
Radio television of Afghanistan
SOP
Standard Operating Procedures
USAID
United States Agency for International Development
iv
INTRODUCTION & PURPOSE
The Afghan Social Marketing Organization (ASMO) is a social marketing and behavioral change communication organization
established for creating positive health outcomes by giving Afghan households the information they need to make informed
and healthy choices and expanding access to high quality health products through commercial markets. It is a free-standing,
not-for-profit Afghan organization working in cooperation with the MoPH complementing the Government of Afghanistan’s
public sector efforts in implementing its Community Based Health Care program.
ASMO Vision, Mission, Commitments and Values

Vision – To serve as a partner for a better life in Afghanistan where families (especially women and children) and
communities are empowered to protect and improve their health and social well-being; where markets for health
products are vibrant and expanding; and where consumer awareness of healthy choices, access to affordable health
products and social services steadily improves and is increasingly sustainable.

Mission – The Afghan Social Marketing Organization (ASMO) strives to design and implement effective and
integrated health and social issue marketing interventions intended to improve the overall wellbeing of the
country's population, especially women and children, while stimulating and increasing private commercial sector
participation.

Values and Commitments
ASMO has a strong commitment to:
Equitable access to a comprehensive package of quality health and social services by all

Transparent business practices based on fair competition

Productive working relationships with both the public and private sectors

Efficient and effective use of donor funds while moving towards financial self‐sustainability

Support for strong relevant ministries that exercise effective, transparent and fair stewardship.
ASMO’s Guiding Principles
ASMO will operate within certain guiding principles to create a productive and successful working environment for all
staff:
1.
Equip each ASMO employee with the opportunity and resources to achieve the organization’s overall goals and
objectives effectively and efficiently.
2.
Create a supportive working environment that fosters productive, quality work, professional working relations within
the organization and with donor agencies, governmental agencies and other external partners.
3.
Foster an environment which enables all staff to work effectively without fear of discrimination or harassment.
4.
Institute sound operational policies, procedures and systems to effectively manage the organization’s resources –
financial, human and material.
5.
Encourage teamwork and a collegial atmosphere amongst all employees.
6.
Delegate authorities to individual managers to enable them to effectively carry out their work and to supervise their
staff.
7.
Promote non-discriminatory, inclusive language; establish appropriate programs in employment to overcome any
disadvantages for people with disabilities, women and other underserved groups.
ASMO Organization Chart
ASMO Organizational Chart is one of the key components that were initially developed to operate as a fully functional
organization in order to address health needs, however, currently its evolvement and modification is directed by availability
of fund and the number of staff required.
ASMO staffing structure has been approved as part of the annual resource planning and budgeting process. The Director of
Operations or his designee is responsible for getting the staffing structure approved from the Executive Director.
The staffing structure reflects the maximum full-time and part-time positions by classification level that a department
maintains within its overall budget making adequate allowance for other salary and non-salary costs.
ASMO’s organization chart is updated annually based on any staffing, structural and reporting changes.
Key Staff Contact Data:
No.
Name
Position
Cell Phone #
Email Address
1.
Ebrahim Heidar
Executive Director
0799328084
eheidar@asmo.org.af
2.
Ahmad Murid Haidari
Director of Programs
0787572859
amhaidari@asmo.org.af
3.
Moheb Ali Yawer
Director of Operations
0700224359
myawar@asmo.org.af
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I. EXECUTIVE SUMMARY
This is ASMO’s fourth annual progress report and covers the period of December 01, 2013 to November 30, 2014.
During this period, ASMO successfully accomplished key deliverables against the social marketing project work plan,
providing a solid foundation for project decision-making related to BCC, branding, marketing, sales, outrach and training for
supported products, services and behaviors.
ASMO continues to meet and exceed its objectives under the project
contract with Futures Group International (FGI) for implementing the
social marketing component of the HPP Projects despite the ongoing
security challenges and threats and the continued overall absence of
basic infrastructure throughout Afghanistan.
Some of the more noteworthy accomplishments and/or activities
initiated during the year to realize the social marketing project’s three
Expected Results (ER) of “Increased Recognition, Access & Use of
maternal and child health products” are outlined below:
Afghan mother waiting for access to
health services
ER 1: Increased recognition that ASMO supported behaviors and products can improve Afghan health

Radio and TV spots continue to represent effective means to reach millions of Afghans with information on the benefits
of ASMO products and encourage their use. In year 2014, ASMO aired 5,986 radio spots and 1,247 TV spots via main
TV/Radio stations with national/regional coverage.

Gathering events continue to bring villagers together to watch documentaries on contraception, child survival, and the
ASMO products. Attendance at these meetings is high, reflecting interest and openness to these messages. In year
2014, ASMO trainers conducted two gathering event sessions for staff of Ministry of Women Affairs in Kabul province.
A total of 179 female attended the gathering sessions.

During the year 2014, in total 678 (Male &Female) JSJ sessions were held covering a total of 9,435 ( Male & female)
participants in three provinces of Takhar, Paktya and Bamyan. The program was carried out through 18 JSJ organizer.
For more information, please refer to Table 2. In addition in this year 188 (116 male and 72 female) sessions held by
peer educators that 1,917 (1,184 male and 733 female) attended in peer educator sessions.
ER 2: Increased access to reproductive health and child health products by Afghan households

ASMO continues to procure its contraceptive products and Iron Folate from USAID-funded international suppliers
through Futures Group International. However, re-hydration and safe water products are now being sourced locally
from Khalid Irshad Pharmaceuticals (KIP), which produces quality products at suitable costs. Iron folate tablet is
procured in the form of 1,000 tablets per bottle and then repackaged by KIP in form of 30 tablets per bottle and
marketed under the brand name of Taqwia Khon.

In collaboration with the Logenix International L.L.C, ASMO's Procurement and Logistics Department continued
management of the entire process of health products importation and procurement, local production support,
warehousing of incoming unpackaged materials, re-packaging operations of finished goods, inventory storage and
logistical distribution to the five (5) regional sales/warehouse facilities throughout Afghanistan.

The total number of active retail outlets selling ASMO products is 3,767.
During the year 2014, a total of 1,129 pharmacists, community shura members, teachers, private doctors/midwives,

nurses, CHWs, peer educators, Provincial Public Health Officers and NGOs’ staff were trained on birth spacing, safe
water solution, Iron Folate and oral rehydration therapy by ASMO trainres.
ER 3: Increased use of ASMO supported products by men and women of reproductive age and children
under the age of five

In year 2014, cumulative unit sale of the ASMO social marketing products reached to a total 14,298,498 units.

During the year 2014, the total Couple Years of Protection (CYP) resulting from the combined distribution of all
temporary contraceptives by the ASMO was 271,835
ER 4: Improved Operational Effectiveness and Organizational Development
ASMO Policy and Procedures Manual reviewed by ASMO Board of Directors in year 2014 . Proposed amendments to

the policy manual was approved by the BOD and incorporated into the Manual.
ASMO continues to support capacity building of staff through various means, including overseas training seminars and

formal educational certification. In accordance with the Afghan Social Marketing Organization (ASMO) approved work
plan, the ASMO technical and administrative staff attended one training program on database development and one
Study Tour during year 2014. Selection of training programs were based on staff’s annual performance reviews and
skills needs assessment.
II. ASMO SOCIAL MARKETING PROJECT
The
USAID-funded
ASMO
social
marketing
and
behavior change communication programs designed to
increase access to and use of selected health products
and services by women of reproductive age and by
children under the age of five through the private sector.
The comprehensive and integrated social marketing
programs utilized by the ASMO including targeted
research on the private sector market; product
distribution;
innovative
behavioral
change
communication strategies; and public-private sector
activities.
ASMO works closely with the MoPH and other Ministries, such as Women’s Affairs and Hajj and Religious Affairs, to
harness efficiencies inherent in the commercial sector to improve health services and care. ASMO communicates key health
messages for positive behavior change for Afghan families and promotes and socially markets its USAID-branded health
products such as condoms, oral and injectable contraceptives. It also provides chlorinated water treatment solution and
oral rehydration salts (ORS) to reduce the incidence of diarrheal episodes, especially in children under the age of five and
Iron Folate tablets to prevent anemia among women of reproductive age especially pregnant and lactating ones.
During the reporting period, ASMO implemented social marketing project under Health Policy Project (HPP) to ensure
accomplishment of the following four expected results:
ER 1: Increased recognition that ASMO supported behaviors and products can improve Afghan health
ER 2: Increased access to reproductive health and child health products by Afghan households
9
ER 3: Increased use of ASMO supported products by men and women of reproductive age and children under the age of
five.
ER4: Improved Operational Effectiveness and Organizational Development
III. Expected RESULT 1
Increased recognition that ASMO supported behaviors and products can improve Afghan health.

Radio and TV spots continue to represent effective means
to reach millions of Afghans with information on the benefits
of ASMO products and encourage their use. In year 2014,
ASMO aired 5,986 times radio, and 1,247 times TV spots.

In year 2014, ASMO trainers conducted two gathering event
sessions for staff of Ministry of Women Affair in Kabul
province. A total of 179 female attended the gathering
sessions.
A.
Marketing, Communication and Community
Outreach
The aim of ASMO Marketing and Community Outreach Departments is to develop and deliver IEC/BCC. ASMO uses
various communication approaches, such as mass media communication, distribution of point-of-sale (POS) materials, and
community outreach activities to develop demand and increase recognition of quality products as the solution to birth
spacing, dehydration, anemia and water safety.
I.

Mass Media Communication
Radio Broadcasting
Radio spots are said to be the most accessible means of communication to deliver key messages into and across the
districts and villages, especially to those which are far from cities. Despite the advent of TV throughout the country, Afghan
residents routinely listen to radio programs. Rural dwellers and villagers living far from the urban areas often have limited
access to TV and therefore continue to use the radio as a key medium for getting local and national news, as well as health
and education-related messages.
In year 2014, ASMO Marketing Department broadcasted a total of 5,986( 2,501 paid & 3,485 bonus) radio spots (on
both generic and branded messages) about birth spacing methods ( Khoshi Oral and Injectable Contraceptives),
dehydration prevention products (Shefa ORS), anemia prevention product (Taqwia Khon) and safe water solution
(Abpakon chlorinated water cleaner) in four languages (Dari, Pashto, Uzbeki & Hazaragi) via ten main national radio
channels. The estimated audiences during the reporting period may be as many as 15.5 million.
ASMO implements radio spots through its broadcasting partners. ASMO first identifies the intended target market, then
develops the required key health messages specific to that audience.
Key health messages are designed around the
knowledge gained from results of recent studies in order to optimize impact. Once the radio spot is developed and the
target region and provinces are selected, the Marketing Department team in coordination with the Social Marketing
Manager of FGGO evaluates the available radio networks or channels with the highest number of listeners and impressive
10
programs. The final selection of broadcasters is managed through a very transparent procurement process established
within ASMO. Health Promototion (HP)-MoPH is also a key stakeholder that is involved in all steps of social compaigns.
ASMO considers multiple radio stations as means to channel the intended message to the targeted regions. The most
widely used radio stations during 2014 are Stara Radio, Arakozia Radio, Arman Radio, Neda Radio, Rah-e-Farda Radio,
Spogmai Radio, Nawa Radio,Killid Radio, Aiana Radio and Radio Televsion of Afghanistan( RTA) through which ASMO
aired its TV spots. Every station has a specific coverage range in terms of targeted regions and many provide nationwide
coverage.
Worth mentioning that the script of radio spots are approved by the Health Promotion Department of MoPH before
production and airing of the spot.
 Television Broadcasting
Although radio has wide appeal and use in the rural regions,
there is a growing place for TV in both urban and rural
areas.
ASMO uses TV ads as a means to widely
communicate its messages and products on birth spacing,
safe water systems, anemia prevention product and oral
rehydration therapy to its target market.
produced in four languages,
14 TV spots are
including Dari, Pashto,
Hazaragi and Uzbaki (for the first time in the last two
languages).
In
year
2014,
the
total
number
of
advertisements broadcasted on TV stations were 1,247(
Television Broadcasting Network promoting ASMO
Health Products
470 paid & 777 bouns) spots. ASMO has reached with
priority health messages to an estimated 14 million individuals through broadcasting of TV spots via national and regional TV
stations.
There are multiple TV stations with vast coverage over the country. The most widely used Television networks during
2014 have been ten stations (Tolo, Zhwandoon, Kabul News, Khorshid, Tamadon, Rah-e-Farda, Aina, Shamshad, Nega and
One TV) through which ASMO aired its TV sposts.
11
Point of-sale Materials (POS)
In year 2014, ASMO disterbuted over 178,096 POS
materials nationwide to increase recognition and
eventually support the sales of ASMO quality health
products.
Those materials included posters, pens, plastic carry
bags,
notebooks,
folders,
outdoor
signages,
Flipcharts, CDs, Brushers and leaflets. The POS
materials promoted branded health
messages on
the benefits of using maternal and child
health
products.
The Marketing Department displayed reproductive
and child health messages using wall paintings and
illustrations in nine popular congregation points in six provinces, including Kabul, Herat, Balkh, Nangarhar, Kandahar and
Takhar. The messages are seen and read by thousands of women and men every day.
12
Pictures of Selected Point-of-Sale Materials
13
Table 1. Branded and Generic Mass Media Communication Activities
ASMO: Mass Media Activities for Behavior Change Communication (Dec/2013-Nov/2014)
Communication
Activity/Tool
Birth spacing
Methods :Khoshi
OCs/Injectable &
Asodagi condom
Radio
Generic/Branded
Branded
ORS
SWA (Abpakkon)
Iron Folate
Birth spacing
Methods :Khoshi
OCs/Injectables
& Asodagi
condom
Generic
ORS
SWS (Abpakkon)
Iron Folate
Commercial
Advertisement
:Birth Spacing
with focus on
Branded
Description
Languages
# of
provinces
# OF
broadcaste
d
Four radio spots
on Birth spacing
was broadcasted
nationwide
through 4 nation
radios
Four radio spots
on Dehydration
Prevention were
broadcasted
nationwide
through nine
nation radios
Four radio spots
on Safe Water
System were
broadcasted
nationwide
through nine
nation radios
Four radio spots
on Iron Folate
were broadcasted
nationwide
through nine
nation radios
Four radio spots
on Birth spacing
was broadcasted
nationwide
through 4 nation
radios
Four radio spots
on Dehydration
Prevention were
broadcasted
nationwide
through nine
nation radios
Four radio spots
on Safe Water
System were
broadcasted
nationwide
through nine
nation radios
Four radio spots
on Iron Folate
were broadcasted
nationwide
through nine
nation radios
Broadcasted
commercial Ads
through nine
nation TV channels
Dari/Pashto/Uzbaki
Hazaragi
34
Dari/Pashto/Uzbaki
Hazaragi
34
Dari/Pashto/Uzbaki
Hazaragi
34
738
Dari/Pashto/Uzbaki
Hazaragi
34
818
Dari/Pashto/Uzbaki
Hazaragi
34
713
Dari/Pashto/Uzbaki
Hazaragi
34
712
Dari/Pashto/Uzbaki
Hazaragi
34
749
Dari/Pashto/Uzbaki
Hazaragi
34
817
Dari/Pashto/Uzbaki
Hazaragi
34
353
712
727
TV
Khoshi IC, OC &
Asodagi condom
Commercial
Advertisement:
Dehydration
Prevention with
focus on Shefa
ORS
Commercial
Advertisement:
Clean Water
with focus on
Abpakkon Safe
Water System
Commercial
Advertisement:
Anemia
Prevention with
focus on Iron
folate
Point
material
II.
Health
Information
pictorial Training
Tools
Generic
Health &
Products specific
Information
Leaflets
Branded
Point of-Sales
(POS)
promotional
materials with
key health
message
reminders
Branded
Broadcasted
commercial Ads
through nine
nation TV channels
Dari/Pashto/Uzbaki
Hazaragi
34
272
Broadcasted
commercial Ads
through nine
nation TV channels
Dari/Pashto/Uzbaki
Hazaragi
34
265
Broadcasted
commercial Ads
through nine
nation TV channels
Dari/Pashto/Uzbaki
Hazaragi
34
357
Distributed
information
pictorial guides as
learning aids for
community
participants
Distributed
information leaflets
on health messages
for community
participants and
private providers
Distributed POS
promotional
materials through
community
outreach
participants
/private providers
Dari/Pashto
Community Outreach Programs
The ASMO Community Outreach Department organizes
and conducts numerous types of community outreach
activities to help build recognition and awareness of the
need to use maternal and child health products for their
benefit and that of their families. This includes programs
focused on Shuras and other Religious Leaders,
Community Health Leaders, Women’s Groups, Youth
Advocacy Groups as well as School Teachers and
Educational Leaders.
15
355
19
Dari/Pashto
149,467
19
Dari/Pashto
28,274
34

Community Health Meetings (Jalasa Sehi Jamea)
ASMO has tested and successfully implemented the Jalasa Sehi Jaea (JSJ) community outreach program as an effective means
by which to disseminate key health messages and promote positive behavior change within the village or community . A JSJ
brings together women or men (separately) who are well respected and represent the community to discuss various
aspects of community living, one of which is health. ASMO solicited the services of a number of JSJ organizer to train JSJ
participants on birth spacing methods, safe water systems, anemia and diarrhea prevention products available to them
within their communities. The meeting venues provided for a secure and non-threatening environment in which participants
can freely express their needs and possible misconceptions.
The JSJ is a structured meeting with clear objectives. Using audiocassette tapes and recorders as well as visual pictorial
informational placards as discussion guides, facilitators conducting these two-hour sessions actively solicited questions and
provided clear answers on sensitive health topics in an open, participatory and supportive environment. Bringing the target
populations together as a group allows members to gain strength from each other which helps them share their needs and
concerns. JSJ members are expected to use their knowledge to promote the use of ASMO products by educating families
and groups in the community.
All sessions are conducted separately for women and men, and the facilitators for women are female and for men are male.
In each session, there are at least 10 to 15
participants (average of 12 individuals per session)
and JSJ organizers were expected to complete at
least eighteen (18) (male and female) sessions per
month in each of the three districts of the target
province.
During the year 2014, in total 678 (Male &Female)
sessions were held covering a total of 9,435 ( Male &
female) participants in nine districts (Khuja Ghar,
Barak, Farkhar, Ahmad Abad, Gardez, Sayed Karam,
Shebar, Bamyan Center and Yaka Wolank) of three
provinces of Takhar, Paktya and Bamyan. The program was carried out through 18 JSJ organizer. In addition in this year 188
(116 male and 72 female) sessions held by peer educators that 1,917 (1,184 male and 733 female) attended in peer educator
sessions. For more information, please refer to Tables 2.1. and 2.2 below.
Table 2.1. Implementation of Community Health Meetings(JSJ) in Year 2014
No
Provinces
# of
# of Male
# of Female
# of Male
# of Female
1
Bamyan
Districts
Sessions
Sessions
Participants
Participants
3
130
116
1,623
1,574
2
Takhar
3
103
104
1,422
1,477
3
Paktya
3
112
113
1,667
1,672
345
333
4,712
4,723
Total
9
16
Table 2.2. Implementaiton of Peer Educators’ Meeting in 2014
Province
name
Sessions
Participants
Male
Female
Male
Female
Nov
Dec
Total
Oct
Nov
Dec
Total
Oct
Nov
Dec
Total
Oct
Nov
Dec
Total
Bamyan
Oc
t
0
16
17
33
0
0
0
0
0
193
186
379
0
0
0
0
Takhar
0
36
47
83
0
36
36
72
0
348
457
805
0
365
368
733
Total
116
72
1184
733
Health Messages by Cassette Tapes
The messages delivered by the cassette tape explain the benefits and the proper use of generic and ASMO specific birth
spacing, safe water systems and dehydration prevention quality health products. In the year 2014, The audio cassettes were
updated with the messages, benefits and use of Iron Folate tablets to prevent anemia among women of reproductive age
especially pregnant and lactating ones. Also for easily access of the information the cassettes contents were burnt in
Compact Disk(CD) format as well. The cassette tapes were distributed nationwide through ASMO JSJ Organizers and used
during JSJ sessions.
Table 3. Mass media Communication and Community Outreach Activities in Year 2014
Mass Media or Community
# Spots or
Outreach Activities
Sessions
Estimated Number of Individuals Exposed
TV Spots
1,247
14 Million Individuals
Radio Spots
5,986
15.5 Million Individuals
JSJ sessions
866
11,352 individuals
Total

7,233 Spots
866 Sessions
There are around 14,000, 000 viwers/ listeners of ASMO TV spots
assuming that 90% of spots were listened/viewed.
Technical Support Provided to the MoPH Health Promotion Department
ASMO works closely with MoPH by providing technical assistance in Bahavoir Change Communication. ASMO technically
facilitated a five day behavior change/ interpersonal communication training for provincial public Health Directorates and
implementating NGOs staff. The training was conducted on 19-23 April 2014 for 29 participants (26 male and 3 female). In
addition, ASMO is an active member of Reproductive Health Task Force and attended the task force meetings regularly.
The ASMO Marketing and Business Development Department, along with other contributing NGOs or donors, routinely
provides direct technical IEC/BCC support to the Health Promotion Department of the MoPH. ASMO Marketing personnel
met with the members of IEC/BCC Taskforce of the Ministry of Public Health on a monthly basis to help them develop IEC
materials as well as assist them to finalize relevant training guidilnes. In addition, the department actively participated in
national-level public awareness events, such as the National Safe Motherhood Day, CHWs day.
ASMO is supportive for the marketing capacity development needs of the Health Promotion Department of the MoPH and
will continue this support in the future, as requested.
17
The ASMO Website
The ASMO website (www.asmo.org.af) developed in year 2012 and is updated on monthly basis. It is an essential
component of the entire ASMO program. This multi-lingual frame-based website design provides quick access and fast
downloads of relevant health service and
product information to a range of viewers
including our major client, the MoPH, potential
international donors, local and international
NGOs, partner service and product providers
as well as public and private health providers
and commercial channel partners such as
wholesalers, retail pharmacies, etc. This website
will contain a full array of technical information
about the ASMO product portfolio including
downloadable technical inserts, as well as
communication messages for positive behavior
changes for consumers. This site will be an
essential element in our goal to inform health
providers and the general public with the most
up-to-date and relevant actionable information
regarding specific product categories that
ASMO will promote.
The site will provide easy access to certified
training curriculums and quality standards of performance that will be of great interest and an invaluable tool to our partner
national professional associations such as the Afghan National Medicine Services Organization (ANMSO) and the
Afghanistan Private Hospital Association (APHA). With the availability of this robust and well-maintained website. ASMO
will be better able to communicate to its partners and eventually consumers on a timely professional basis with its goal of
assisting the MoPH and other NGOs in having an immediate impact on the dissemination of critical public health
information. Furthermore ASMO official facebook page was created and its being updated on daily basis, which can play a
key role in introduction of ASMO to people.
V. Expected RESULT 2
Increased access to reproductive health and child health products by Afghan
households
ASMO continues to procure its contraceptive products and Iron Folate from USAID-funded international suppliers through
Futures Group Internatioanl. However, re-hydration and safe water products are now being sourced locally from Khalid
Irshad Pharmaceuticals (KIP), which produces quality products at sustainable costs. Iron Folate tablet is procured in the
form of 1,000 tablets per box and then repackaged by KIP in the form of 30 tablets per bottle. Further more, In
collaboration with the Logenix International L.L.C, the ASMO's Procurement and Logistics Department continued
management of the entire process of health product importation and procurement, local production support, warehousing
18
of incoming unpackaged materials, re-packaging operations of finished goods, inventory storage and logistical distribution to
the five (5) regional sales/warehouse facilities throughout Afghanistan.
A.
International Procurement and Local Pharmaceutical Health Product Sourcing
During the year 2014, ASMO imported significant quantities of
USAID-funded tax-exempt donation products comprised of
bulk-packed, unbranded contraceptives and Iron Folate tablets
through FGI. The family planning products are re-packaged with
branded packaging and labeled with expiration date and
required information for consumer use. This task was
conducted by 58 Widows. ASMO handles the administrative
support for the employees, such as providing transportation to
and from the warehouse, and pays them a nominal but lifesustaining daily wage that is sufficient to support themselves and
their children. In addition, ASMO provides a nutritious lunch
and dining facilities for the employees at the warehouse. This is an example of a small investment having an enormous payoff in goodwill and employee satisfaction.
I.
Procurement, Warehousing, Repackaging and Distribution Operations
ASMO’s central warehouse in Kabul serves as the facility for
receiving
imported
USAID-funded
bulk
contraceptive
products.
The central warehouse also receives incoming
packaging materials to re-package the bulk contraceptive
products into branded finished products and maintains the
inventory for supplying the five regional field sales offices and
warehouse facilities.
ASMO’s main Kabul-based warehouse is managed by a
Warehouse
Officer
under
direct
supervision
of
the
Procurement & Logistics Manager. Warehouse operations
currently go through a series of quality assurance activities that
will improve their raw material, bulk stock and finished goods
inventory. ASMO staff record all inventory movements in the warehouse into a computerized system to track all finished
goods by lot, expiration date, and customer ship-to point. The warehouse established best practices in developing and
complying with Standard Operating Procedures (SOPs) for each step in the warehouse operation (e.g. label, version control
procedures).
Based on monthly sales forecasts and inventory levels, finished products are shipped by contracted freight forwarders to
ASMO’s five regional warehouse facilities in Jalalabad, Takhar, Mazar-e-Sharif, Herat and Kandahar. Regional sales executives
at each of the warehouses are responsible for ensuring the availability of adequate levels of finished goods inventory to
support their current and projected commercial channel partners’ (wholesalers, sub-wholesalers and retail pharmacies)
demand for ASMO’s health products.
The Regional Sales Executives are responsible for managing the product stock held in their regional warehouses and for
oversight of inventory and facilities management. All warehouse and logistics operations follow strict SOPs to ensure the
required levels of quality control and assurance are met.
19
Number of Commercial Private Sector Outlets Stocking ASMO’s Products
Considering that retail outlets in Afghanistan can consist of
pharmaceutical retailers and wholesalers, as well as grocer
retailers and wholesalers, it is difficult to estimate the rate
of penetration within the targeted provinces by product.
In year 2014, the ASMO began working with large citybased wholesalers with distribution networks beyond city
limits that penetrate rural areas.
This has been a very
successful element of the ASMO’s goal to increase product
access to those marginalized areas.
The sales database so far has registered 3,767 commercial
outlets stocking AMSO products and are in direct contact with the Sales Department. There are also unknown number of
unregistered outlets stocking ASMO products that are served indirectly through the project wholesalers .
II.
Training Activities
The ASMO’s Training Department plays a vital role in fostering health products proper use and promoting behavior change
to target populations through the provision of training programs for private sector health providers (private doctors,
midwives, nurses and
wholesalers/retail pharmacy owners) and community influencers (male/female shuras, teachers,
religious leaders)at the community-level. This has been achieved through conducting direct product training classes by
ASMO’s certified master trainers.
In year 2014, ASMO Master Trainers trained 1,129 pharmacists, community shura members, private doctors, midwives,
nurses, CHWs and provincial PHO/NGOs’ staff directly at the field. Table
4 provides a breakdown of the number of
trainees by type during the reporting period.
Table 4. Trainings by Trainee Type (Private Providers versus Community Influencers)
Training Category
#of Individuals Trained
Pharmacists
379
Doctors/Midwives
65
Community Shura
305
Teachers
144
CHWs
86
cia Provincial PHO/NGO staff l NGO staff
150
Sub-Total
1129
20
Figure 1. Geographical representation of field training activitieis for Private Health Providers & community influencers
Highlighted provinces represent ASMO training activities according to the work plan. The provinces and number of trinees
from various categories were determined and trained based on the criterias such as sales coverage,number of active outlets
in the province, need assessment suggested by sales team, and seasonal variations. These provinces include Badakhshan,
Baghlan, Balkh, Bamyan, Faryab, Kabul, Kandahar, Kapisa, Herat, Logar, Nangarhar, Parwan andTakhar.
VI. Expected RESULT 3
Increased use of ASMO supported products by men, women of
reproductive age and children under the age of five.

During the year 2014, the total Couple Years of Protection (CYP) resulting from the distribution of all temporary
contraceptives by ASMO was 271,835.
A. Field Sales Achievements
ASMO was able to continue to increase unit sales of all socially marketed health products within Afghanistan. (see Figure2 ).
In the year 2014, the cumulative unit sales of ASMO's social marketing products reached to 14,298,498 units. The steady
increase in sales is mainly the result of the sales approaches and techniques, expanded brand awareness through mass media
communication campaigns, expanded retail outlets access through broader wholesale reach, and the availability of more
highly trained and qualified private sector health providers.
21
Figure 2. Total Units of ASMO Socially Marketed Health Products Sold During 2014
2,000,000
1,800,000
1,600,000
1,400,000
1,200,000
1,000,000
800,000
600,000
400,000
200,000
0
The estimated Couple Years Protection (CYP) generated by ASMO during the year 2014 is listed in Table 5.
Table 5. ASMO Contraceptive Product Sales & CYP in Year 2014
Product Type
Brand Name
FY 2014Units Sold
CYP Denominator
Condoms
Asodagi
10,138,968
120
84,491
Oral Contraceptive Pills
Khoshi
1,492,548
15
99,503
Injectable Contraceptives
Khoshi
351,360
4
87,840
271,835
Total CYP
I.
CYP
Birth Spacing Methods: Asodagi Brand Male Condoms
The USAID-branded Asodagi Condom is marketed as a temporary method of birth spacing.
0
Male Customer Purchasing
Asodagi brand Condoms from the
Private Pharmacy
22
As shown in Figure 3, total of 10,138,968 piece male condoms were sold in the year 2014.
Figure 3. Total Number of Male Condom Units Sold
23
II.
Birth Spacing Methods: Khoshi brand Oral Contraceptive Pills
The USAID-branded Khoshi Oral Contraceptive (OC) Pill is primarily intended as a temporary method of birth spacing.
As shown in Figure 4 below, total of 1,492,548 cycles of Oral Contraceptives were sold in year 2014.
Figure 4. Total Number of Oral Contraceptive Units Sold
24
III.
Birth Spacing Methods: Khoshi Brand Injectable Contraceptives
The USAID-branded Khoshi Injectable Contraceptives is primarily intended to be as a temporary method of birth spacing.
Private Clinic Doctor demonstrating the
proper use of the Khoshi Injectable
Selling Banners for
Injectable brand Khoshi
As shown in Figure 5 below, in year 2014, total of 351,360 vials of injectable contraceptives were sold.
Figure 5. Total Number of Injectable Contraceptive Units Sold
25
IV.
Safe Water Systems: Abpakon brand Chlorinated Water Treatment Solution
The USAID-branded Abpakon (Water Cleaner) is a simple, affordable and effective chlorine solution (0.5% concentration of
sodium hypochloride ) used for disinfection of unclean water and for protection from diarrhea. It is produced and packaged
in Afghanistan by KIP and is available in shops, clinics and pharmacies across the country.
Pharmacist displays the Abpakon brand Safe
Water System
Selling Banners for
Chlorin brand Abpakon
As shown in Figure 6 below, in year 2014, 114,625 bottles of Abpakon were sold. As result 114,625,000 liters of water
disinfected.
Figure 6. Total Number of Safe Water Solution Units Sold
26
V.
Dehydration Therapy Products: Shefa brand Oral Rehydration Salts
The USAID-branded Shefa ORS is used for preventing dehydration resulting from diarrhea, vomiting, and intestinal
infections. Shefa is a 20.5 gram sachets in three different flavors of apple, orange and lime. Shefa ORS is easy to use and very
affordable. The product is very effective as it replenishes the loss of body fluids resulting from severe diarrhoea. The Shefa
brand of this ORS product is widely available in shops, clinics, hospitals and pharmacies throughout the country.
Consumer taking samples of Shefa ORS
at the National Release Program in
Kabul
Selling Banners for
Shefa brand ORS
As shown in Figure 7 below, in year 2014, total of 2,024,800 Shefa sachets were sold.
Figure 7. Total Number of Oral Rehydration Salt Units Sold
27
VI.
Treatment/Prevention of Anemia: Iron Folate Pill (Taqwia Khon)
The USAID-branded Iron Folate Pill (Taqwia Khon) is a simple, affordable and effective product. Iron Folate pill is used for
treatment and prevention of anemia especially among women between 15-49 years of age. It is repackaged in Afghanistan by
KIP and is available in clinics and pharmacies across the country.
As shown in Figure 8 below, in year 2014 a total of 176,197 bottles of Iron Folate (Taqwia Khon) equaling to 5,285,910
tablets were sold.
Figure 8. Total Number of Iron Folate (Taqwia Khon) Units Sold
28
B.
Cumulative Sales Activity
Sales coverage can be categorized into four groups: "High Coverage" includes provinces with sales over one million units,
"Moderate Coverage" includes provinces with sales over hundred thousand units, "Limited Coverage" includes provinces
where sales were less than hundred thousand units and “no coverage” where there were no sales activity during the period
of December 01, 2013 to November 30, 2014.
Figure 9. ASMO Field Distribution Networks & Direct Sales Coverage in 2014
As shown in Figure 9, there are currently three (3) high coverage provinces, thirteen (13) moderate coverage, fifteen (15)
limited provinces and three (3) no coverage sales areas:
Return-To-Project (RTP) Funds Analysis
In the year 2014, the Project's revenue was $2,143,545.64. This amount is the sum of sales for condoms, oral contraceptive
pills, injectable contraceptives, safe water solutions, ORS and Iron Folate.
Future Group was authorized by USAID to funnel RTP funds back into the project for the purpose to directly support
ongoing and expected Project activities in Afghanistan under the following categories:
1) Production of packaging materials for commodities sold within the Project’s current line as branded products;
2) IEC materials production to support the promotion of the Project's health messages and branded products;
3) Procurement of commodities currently being distributed such as ORS, safe water solutions and potential new
products in the future; and
29
4) Support of internal capacity building activities for locally based staff related to the establishment and
implementation of a local Afghan social marketing entity – a key Project objective.
ASMO followed these approved uses of RTP funds to offset direct project expenses. The prime categories in which the
ASMO used these funds in the year 2014 were commodity procurement (ORS and safe water solutions), and product
repackaging. ASMO plans to continue the use of RTP funds on project-related activities (per the approved categories of
spending) until the end of Project period of performance.
VII. ADDITIONAL Expected RESULT 4
Improved Operational Effectiveness and Organizational Development
A.
Administrative and Operational System Enhancements
ASMO is committed to creating and sustaining a productive working environment and professional relations among its
employees in order to effectively carry out its mandate and mission. To do so, ASMO has established a set of operational
policies and procedures to guide the organization’s activities and its employees in the work place.
Office Operation manual provides operational policies and procedures pertaining to human resources and personnel
administration, financial management, procurement/contracts administration and general administration for ASMO
employees to follow in carrying out the organization’s mission and activities.
I.
Financial Management and Internal Control
ASMO’s financial management and internal control systems were independently audited by Zeeshan Ali & Co. Chartered
Accountants, which is a member of the international Leading Edge Alliance for the year ended December 2013. The audit
was conducted in May & June 2014, where the auditors give ASMO their unqualified opinion on ASMO’s financial
statements. They further audited ASMO’s fund accountability statement for its subcontract with Futures Group
International under the USAID funded HPP project and in their opinion, the statement was in conformity with the
applicable USAID rules and regulations and with the terms and conditions of the subcontracts. Furthermore, the auditors
found ASMO to be in compliance with all applicable local laws and regulations. ASMO doesn’t only rely on external auditors
for internal controls. Internal control policies, procedures & measurement are routinely updated & monitored by
Management. Monitoring & evaluation department plays important role assuring that staff are directed to compliance with
policies, procedures & know the importance of ethics. Necessary measures are taken to avoid or prevent breach. Also
measures are there to detect breaches if exist and correct them on timely manner. In addition, Finance Manager who plays
an important role in monitoring and implementing both Financial Management and Internal control participated in a very
productive three weeks training in which two of the Major topics studied during the training course were Financial
Management and Internal Control and the content was focused on NGOs environment. The training course for Financial
Management and Internal control was organized by famous Bioforce Institute Lyon France in coordination with Management
Accounting for NGOs (MANGO).
30
Capacity Building Activities
Capacity building is a core principle of ASMO. We believe that it’s not only just about Social Marketing and Behavior
Change Communication but also the effective application of those skills through our staff and building their confidence and
abilities to respond to opportunities and challenges in the future. It is the key to personal, community and broad-based
growth and a key element in reducing poverty.
ASMO continues to support capacity building of staff through various means, including overseas training seminars and
formal educational certification (For example, Study Tour to India, Managing Finance & Funding and Database trainig
techniques) participation in key management skills trainings.
ASMO has invested an enormous amount of time and energy in building up the capacity of its current implementing
partners, whether they are creative communications companies or local services and product suppliers.
In accordance with the Afghan Social Marketing Organization (ASMO) approved work plan, ASMO proposed a capacity
building plan in order to equip its key staff with required knowledge and skills and put ASMO in a unique position to assist
the MoPH, donors and the growing private sector to effectively address unmet health and social needs of the Afghan
community as a “Partner for better life”.
ASMO conducted a study tour to India for members of ASMO’s Board of Directors, departments managers and members
of the Reproductive Health and Health Promotion Departments of the Minisltry of Public Helath. The purpose of the trip
was to visit long –running and successful social marketing programs in India to get insight about their operations and keys to
success. During the study tour, the delegation had meetings with senior management teams from Population Services
International (PSI), Marie Stopes Inernatinal (MSI), Hindustan Latex Family Planning Promotin Trust( HLFPPT) and
Merrygold Netwrks as well as officials form the Natinal AIDS Control Organization (NACO). During the meetings, the
delegation learned about the history and evolution of India’s social marketing programs and the current status of social
markentign initiavites, including cavarge, product portfolio, and outcomes. The delegation also couducted site visits to
review the distribution and marketing activities of selected social marketing programs and interventions that could be
successfully replicated in Afghanistan by ASMO so that it would improve awareness, access and use of social marketing
pruducts.
Meanwhile ASMO successfully provided databse training for key staff for the purpose of building their capacity which is a
great investment for future of ASMO.
Table 5 describes the details of capacity building trainings attended by the ASMO’s professional staff during the year 2014.
Selection of training program was based on staff’s annual performance reviews and skills needs assessment.
Table 6. Capacity Building Opportunities Provided for ASMO Staff
December 1, 2013 – November 30, 2014
No
1
2
3
4
Project Position
Course(s)
Organization
Body
Location
Date
Executive Director
Study Tour
FGGO(HPP)
India
May 29-Jun
6,2014
M&E Manager
Study Tour
FGGO(HPP)
India
May 29-Jun
6,2014
Sales Manager
Study Tour
FGGO(HPP)
India
May 29-Jun
6,2014
Marketing Manager
Study Tour
FGGO(HPP)
India
May 29-Jun
6,2014
31
5
Outreach Manager
6
7
8
9
10
11
12
13
14
15
Study Tour
FGGO(HPP)
India
May 29-Jun
6,2014
Procurement
Manager
Study Tour
FGGO(HPP)
India
May 29-Jun
6,2014
Training Manager
Study Tour
FGGO(HPP)
India
May 29-Jun
6,2014
Admin/Finance
Manager
Managing
Finance &
Funding
Biofroce Lyon
France/Mango UK
Lyon France
M&E Manager
Database
ASMO
ASMO
01-30 Oct,2014
Communication
Officer
Database
ASMO
ASMO
01-30 Oct,2014
Database Clerk
Database
ASMO
ASMO
01-30 Oct,2014
Graphic Designer
Database
ASMO
ASMO
01-30 Oct,2014
IT Assistant
Database
ASMO
ASMO
01-30 Oct,2014
M&E Officer
Database
ASMO
ASMO
01-30 Oct,2014
Procurement
Assistant
Database
ASMO
ASMO
01-30 Oct,2014
10 - 28 Nov 2014
OVERALL CHALLENGES AND LESSONS LEARNED
A. Challenges
1.
Security concerns in some districts of provinces due to instability and presidential election such as Kunar,
Nangarhar, Sar-e-Pul, Faryab, Kandahar, and Badakhshan limited access to ASMO sales team
2.
Long presidential election process negatively affcetd the overall business environment including the tendency of
wholesalers to purchase ASMO products in bulk.
3.
Short project life and uncertainty about job security increased turnover rate, decreased staff motivation and
challenged the recruitment process of new staff
4.
Stock out of Abpakon in Kabul due to delays in vetting process of the supplier resulted a slight reduction in
product sales.
5.
Existence of competitive products with low price (i.e. Ferfolic , Flic acid Ferrus Sulphate and Dwrasal, Dawi Salt,
OR-Salt) in the market caused lower sales than the assigned targets for both products
6.
Unavailability of Packaging Materials for some of the products such as Asodagi, Khoshi (IC & OC) and Taqwia
Khon (Iron Folate) due to delays in vetting process caused product stock out.
B. Lessons Learned
The key lessons learned by ASMO during the year 2014 include:
1.
Dashboard is a useful monitoring tool in a stable situation (business) and any fluctuation such as shortage of
products and packaging materials can lead to false interpretation
2.
The market for ASMO products is very competitive and slight increase of product price will affect the position of
ASMO products in the market negatively.
32
3.
When there is products stock out, sales representative lose many sales orders and other similar brands are
replacing ASMO products in the market.
4.
Internal quality management such as internal monthly Coordination Meetings among ASMO departments have
positive impacts on ASMO activities especially at the field level
5.
Coordination with local authorities i.e. MoPH provincial offices and Provincial Women Affair offices particularly for
community outreach/JSJ program is an effective approach to successfully implement community based
interventions.
6.
Conducting a capacity assessment of production companies is critical before offering partnership
33