Addressing the Role of Gender in the Demand for RMNCH Commodities: A Programming Guide provides information and practical tools to help program managers determine how gender norms and roles for both men and women affect the demand for the commodities, and how to address these norms and roles to ultimately increase demand and utilization.  The Guide is designed to make demand generation messages more effective, stimulate awareness of the need for equity in gender roles, and improve equitable behaviors.

The information and tools provided in this Guide can be used throughout the different steps of the project cycle of any program seeking to improve the health of women and children through increasing the demand of RMNCH commodities.  This Guide contains:

• Definitions of each commodity paired with key influencers of demand
• Gender and demand generation key concepts and definitions
• Two useful frameworks for gender programming in RMNCH
  • Gender Equality Continuum
  • Social Ecological Model
• Gender and Situational Analysis
  • Checklist #1: Including Gender in Situation Analysis
• Gender and Program Design and Implementation
  • Checklist #2 : Integrating Gender Into Program Design and Implementation
  • Checklist #3: Using the Gender Equality Continuum to Assess Integration of Gender in Programming
• Gender and Monitoring and Evaluation
  • Checklist #4: Is Gender Integrated into Monitoring and Evaluation?

For information on broad-based issues of gender equity or structural and policy domains that limit supply and access to services, along with other tools to support gender programming, see the Additional Resources section provided at the end of the Guide and on the right sidebar or in the Document Library.

A Theory-Based Framework for Media Selection in Demand Generation Programs provides step-by-step information and practical tools to guide media selection (i.e. communication channels) using a theory-based approach.  The Guide provides a theoretical foundation to guide the design, implementation and evaluation of media selection; with a specific focus on information communication technology (ICT) and new media channels, commonly referred to as e- and m-health.

This Guide contains:

• Demand generation key concepts and definitions
• Using Theory to Design Demand Generation Programs
  • Media Richness
  • Uses and Gratifications

• TIMS: A New Theory-based Framework for Media Selection
  • Applying the TIMS Framework
  • Step 1: Media Richness
  • Step 2: Uses and Gratifications
  • Step 3: Overlapping Media

• Primer on Media Richness Theory
• Primer on Uses and Gratifications

For illustrative examples showcasing the use of ICT and new media in demand generation targeted at both providers and families see Utilizing ICT and New Media in Demand Generation for Reproductive, Maternal, Newborn and Child Health: Three Case Studies and Recommendations for Future Programming.

“Utilizing ICT in Demand Generation for Reproductive, Maternal, Newborn and Child Health: Three Case Studies and Recommendations for Future Programming” highlights three case studies of programs that utilized information and communication technology (ICT) and new media, specifically mobile technology, as part of an integrated strategy to increase demand for RMNCH health commodities in low-resource settings.  These illustrative examples showcase examples of ICT and new media targeted at both providers and families, and highlight the use of behavior change theory to guide media selection.

The three case studies are:

Case Study #1: Mobile Alliance for Maternal Action (MAMA)

The MAMA Program uses mobile technology to improve the health and nutrition outcomes among pregnant women and new mothers and their infants in Bangladesh and South Africa.

Case Study #2: The Ananya Program

Targeting providers and consumers, the Ananya Program uses mobile technology and mass media to increase the knowledge of health providers and educate consumers in an effort to generate demand for and utilization of maternal, infant and child health services in India.

Case Study #3: Mobile Technology for Community Health (MOTECH)

The MOTECH initiative aims to determine how to use mobile phones to increase the quantity and quality of prenatal and neonatal care in rural Ghana, with a goal of improving the health outcomes for mothers and their newborns.  The ICT approach includes mobile technology aimed at both health providers and consumers.

Based on these case studies, recommendations for utilizing ICT in demand generation programs for RMNCH are provided.

For further information and tools related to ICT for demand generation, see the Additional Resources on the right sidebar or in the document library.

The P for Partnership: A Guide to Public-Private Partnerships to Increase the Demand for RMNCH Commodities provides information and practical tools to help program managers determine how to develop public-private partnerships (PPPs) to ultimately increase the demand for and utilization of the 13 commodities.This tool provides a typology of PPP models along with step-by-step guidelines on how to select private sector companies and how to create effective partnerships for demand generation programs. By utilizing this tool, managers will be better equipped to engage the private sector and understand various types of partnerships for demand generation.

This Guide contains:

• Public-Private Partnerships for Demand Generation
  • Motivations for Establishing and Joining PPPs
  • Demand Generation PPP Models and Examples
  • Challenges and Success Factors

• The Step-by-Step "P for Partnership" Model
  • Step 1: Assess the Need for a Public-Private Partnership
  • Step 2: Identify and Evaluate Potential Partners
  • Step 3: Recruit Partners
  • Step 4: Develop a Shared Partnership Vision
  • Step 5: Develop the Partnership Structure
  • Step 6: Implement Partnership Activities
  • Step 7: Assess and Evolve the Partnership

• Key Resources and Case Studies

For further information and tools related to PPP for demand generation, see the Additional Resources on the right sidebar or in the document library.