Africa’s oldest independent country, Ethiopia is known as the the source of coffee and mankind. With one of the fastest growing economies in sub-Saharan Africa, Ethiopia still faces challenges as health markets are failing to reach those that need life-saving health products and services.
PSI/Ethiopia uses the power of marketing to make health products more affordable, accessible, and appealing. We work with both the private and public sector in reproductive health, HIV/AIDS prevention and treatment, hypertension and water, sanitation & hygiene (WASH). We are a team of more than 140 passionate people dedicated to serving our clients and beneficiaries. We focus on the insights gathered through continuous dialogue with our customers to fix the market failures that prevent people from getting what they and their families need. Using market and behavioral data PSI/Ethiopia identifies the most appropriate solutions to make the markets work for the poor.
PSI/Ethiopia estimates that in 2015, its products and services helped avert 347,984 DALYs, including, by health area:
- 268,752 HIV DALYs
- 73,812 FP DALYs
- 974 TB DALYs
- 4,446 WASH DALYs
PSI/Ethiopia’s family planning programs also provided 260,739 couple-years of protection.
Adolescents 360 is a four-year project funded by the Bill & Melinda Gates Foundation and the Children’s Investment Fund Foundation. It’s aimed at increasing access to and use of voluntary modern contraception for 132,547 adolescent girls (aged 15 to 19 years old) in seven regions of Ethiopia. Ethiopia’s Demographic and Health Survey shows that nearly two million youth aged 15 to19 are currently sexually active. Adolescent girls experience negative health consequences from unprotected sexual activity resulting in unwanted pregnancy and motherhood, unsafe abortion, HIV and other sexually transmitted infections. Adolescents 360 is working towards preventing these outcomes. The project harnesses human-centered design and its principles of increased empathy and iterative prototyping to help the project land sharp insights into adolescent girls’ reproductive health needs. To better understand these needs, Adolescents 360 is working with young people as decision-making partners, embedded within a disciplined marketing process proven to work at scale.
Healthy Heart Africa
Healthy Heart Africa is an AstraZeneca initiative, in partnership with the Federal Ministry of Health, implemented at 48 public health facilities across the country. It is designed to bridge the gaps in care of chronic non-communicable disease down to the primary healthcare level. It also aims to reach hypertension patients by increasing awareness to early screening, diagnosis and management. The project supports task shifting and sharing of hypertension management from hospitals to primary healthcare units, through a referral program allowing all people with elevated blood pressure to access treatment. Targeting men and women over the age of 18, Healthy Heart Africa ensures hypertension patients are given the education and support to self- manage their condition.
MULU/ MARPs HIV Prevention Project
PSI/Ethiopia’s approach to prevent HIV infections through behavioral, biomedical and structural interventions among at-risk populations (MARPs) in Ethiopia is MULU, which means “comprehensive” or ‘complete’ in Amharic. These priority populations include female sex workers and their clients, waitresses and truck drivers. With the generous support of the President’s Emergency Plan for AIDS Relief, the MULU/MARPs HIV Prevention project has made HIV testing and counseling services possible for 435,073 individuals through outreach, and public, private and NGO facilities. As the project enters its fifth and final year of implementation, PSI/Ethiopia is introducing new innovations such as HIV self-tests, SMS referrals, and ART treatment. These will all contribute to the Government of Ethiopia’s efforts to meet the national and global 90-90-90 goal by 2020, eliminating HIV/AIDS by 2030.
Water, sanitation and hygiene (WASH)
- Transform WASH
In 2017 PSI/Ethiopia launched a market development project to increase use of improved water and sanitation products. The USAID-funded Transform WASH will address key barriers to uptake and sustained use of WASH products and services. It will achieve this by strengthening demand for WASH products and services, especially sanitation, by designing communications, products and services that meet consumer needs. It will also influence the WASH supply chain by providing evidence on tested concepts and solutions for products and services that result in a strengthened value chain and the adoption of profitable business models for WASH (including toilets, hand washing, water storage, water treatment, and fecal sludge management), that reach low-income consumers. In addition, the program will strengthen the enabling environment through co-creation, collaboration, and co-learning with the Government of Ethiopia, private sector, consumers, financial institutions, and development partners to remove barriers to a thriving WASH marketplace and to improve client-oriented behavior.
- Product Sales & Marketing (P&G and WuhaAgar)
In Ethiopia, 68 out of 1,000 children do not see their fifth birthday, mainly as a result of poor sanitation such as diarrheal diseases resulting from drinking impure water. PSI/Ethiopia leverages its global expertise in social marketing and franchising to increase demand and address market failures for greater health impact. As a result, it markets inexpensive, easy-to-use household water products to individuals and families, ensuring access to safe drinking water. The project uses the simplest technology to provide safe water to the greatest number of people possible, by the promotion of P&G – Purifier of Water and Water Guard, locally branded as WuhaAgar. PSI/Ethiopia’s sales and marketing strategies make safe water products available when and where people need them, for example, at local shops, kiosks and markets, and via community-based sales agents. Marketing campaigns promote the correct and consistent use of products, taking into account what drives product uptake and any barriers to use.
- LiyuClass – Sanitation social business
In Ethiopia’s rapidly growing capital, Addis Ababa, many households lack toilets. Recent data indicates more than half (58%) of the total population in Addis Ababa lacks access to an improved latrine. The figure is worst for slum areas where almost 90% don’t have access. Communal toilets are often of poor quality or extremely dirty. In a city that suffered a severe outbreak of diarrheal diseases during the past year, improving sanitation is high on the agenda. PSI/Ethiopia launched a sanitation based social enterprise to provide locally operated toilets and waste management services in urban communities enabling all residents to live safer, healthier and more productive lives. The brand is called LiyuClass which means ‘special’ or ‘first class’. The initiative builds on the recognition that people in these communities would pay to use a clean and accessible toilet if it was available. The LiyuClass toilets are well-designed, well -managed and have hand washing and shower services available onsite.
- Growth Through Nutrition
Growth Through Nutrition is USAID’s five-year flagship multi-sector nutrition and WASH project that aims to improve the nutritional status of women and young children in Ethiopia’s four productive regions, focusing on the first 1,000 days of a child’s life (from conception to age two). The project will work across all levels of government and society, and bring intensified multi-sectoral nutrition programming to community levels, and link development and emergency efforts to build resiliency and sustainability. PSI/Ethiopia recognizes the effects poor sanitation and hygiene practices have on stunting and childhood nutrition. Its role is to lead private sector engagement and improve access to sanitation and hygiene products through a market development approach that harnesses private entrepreneurship, public stewardship and technical expertise. During the life of the project, Growth through Nutrition aims to reach over 1 million 1,000 days households, and to reduce stunting by 20%
- Bill & Melinda Gates Foundation (BMGF)
- Children’s Investment Fund Foundation (CIFF)
- Procter & Gamble – P&G
- U.S. Agency for International Development (USAID)
- Federal HIV/AIDS Prevention and Control Office (FHAPCO) – Ministry of Health
- 11 Regional HAPCOs and Health Bureaus
- 17 Local NGOs
- Adolescents360 Project Brochure
Adolescents360 is reimagining and redefining the way sexual and reproductive health programs are designed and delivered for adolescent girls and young women. Check out this brochure to learn more about what makes Adolescents360 exciting and different.
- Regional Insights for Design of Adolescent-focused Reproductive Health Initiatives
In collaboration with youth partners from Adolescents 360's target communities and consortium partners, PSI led formative research to increase voluntary, modern contraceptive use and reduce unintended pregnancy among adolescent girls between the ages of 15 and 19 in Ethiopia, Nigeria and Tanzania.
- Shaping the Family Planning Market by Strengthening the Public Sector
PSI considers total market approaches to be critical for achieving universal health coverage, especially when it comes to contraception. This program brief presents cases, supported by several different donors, which take into consideration the total family planning market.
- Adolescents 360: Ethiopia Emerging Insights for Design
This document is intended to bring alive what A360 programmers learned during the inspiration phase in Ethiopia. It reflects the voices of the people the teams spoke with and provides the A360 Consortium with a springboard for design opportunities and further inquiry through prototyping.
- The Socio-cultural Drivers of Sexual and Reproductive Health for Adolescent Girls in Ethiopia
Adolescents 360 conducted formative research aimed to generate insights about adolescents girls’ (15-19 years old) lives, their social context, and their experience with accessing SRH information, products and services. Discover the insights that were yielded from the research.
- Youth Engagement Plan: PSI Ethiopia
This plan blueprints methods of developing meaningful collaboration and forging partnerships with Ethiopian adolescents and young people, from the Adolescents 360 (A360) project communities, in order to bring their expertise into the design and implementation phases of the project.
- Task-Sharing of Implant Insertion to Community Health Workers:The Ethiopia Experience
Task-sharing can be an important strategy in increasing access to long-acting contraceptives at the community level, but commitment from all levels of the MOH is essential. Competency-based training and follow-up mentorship/supervision are critical to quality services with task-sharing, and ensuring adequate implant removal services can be accomplished with multi-pronged strategies.
- An Effective Model for the Integration of Modern Family Planning Services into Community-Level HIV Programming for Female Sex Workers in Ethiopia
Despite significant improvements in access to and voluntary uptake of modern family planning (FP) methods in Ethiopia, certain marginalized groups, including female sex workers (FSWs), remain underserved. Integrating voluntary, modern FP services into ongoing HIV prevention programs that reach FSWs can be an appropriate and cost-effective means to address this important coverage gap.
- Centers Drive Higher Yield and Better Linkage to Treatment for FSWs in Ethiopia
The project established 54 drop-in centers (DICs) in areas with a high density of female sex workers (FSWs) in towns with more than 500 sex workers. A total of 25,068 FSWs received HIV testing services at DICs between Oct., 2014-Sept, 2015. Altogether 802 women were diagnosed with HIV, for a yield of 3.2%.
- Simplified Asset Indices to Measure Wealth and Equity in Health Programs: a Reliability and Validity Analysis Using Survey Data from 16 Countries
Many program implementers have difficulty collecting and analyzing data on program beneficiaries' wealth because a large number of survey questions are required to construct the standard wealth index. We created country-specific measures of household wealth with as few as 6 questions that are highly reliable and valid in both urban and rural contexts.