Mozambique has been battered by years of conflict, colonial rule and famine. Yet, malaria is the biggest killer and accounts for almost 30 percent of deaths recorded in hospitals. The disease pattern in the country is strongly related to poverty issues and malnutrition. However, 1.7 million of Mozambique’s 20 million people are living with HIV. Without effective health behavior change interventions, life expectancy is expected to fall to 35.9 by 2010.
PSI/Mozambique was established in 1994 to assist the Ministry of Health scale up HIV prevention. For example, PSI/Mozambique offers technical and managerial support to the MOH in voluntary counseling testing and preventing mother to child transmission services, PSI/Mozambique added malaria prevention to its portfolio in 2000 and a safe water program in 2004.
PSI/Mozambique’s memorandum of understanding with the Ministry of Interior and with many other NGOs help to expand the reach of communications campaigns and product distribution to those most vulnerable, particularly in rural areas with weak commercial infrastructure.
PSI promotes healthy behaviors and seeks to change harmful cultural norms such as cross-generational sex. PSI/Mozambique uses mass media and a network of ten theater groups and 120 community communications agents to deliver targeted messages in local languages. Theater and community agents reach roughly 500,000 people per year.
PSI/Mozambique has also worked with partners to develop a network peer educators who work with military personnel, police and commercial sex workers. PSI/Mozambique also supports the MOH and the Ministry of National Defense (MND) in delivering VCT in 27 government health facilities and in workplaces, communities and schools. These sites counsel and test more than 13,000 clients per month, making PSI/Mozambique the MOH’s largest partner in VCT service provision.
PSI/Mozambique has promoted and sold the Jeito condom in the Mozambican market since 1994. As the first condom brand in Mozambique, Jeito quickly become synonymous with “condom.” Over time, the condom market in Mozambique matured considerably, and Jeito now faces competition from several other brands.
In response to these changes and based on consumer research findings, PSI/Mozambique repositioned Jeito in 2012. The new Jeito family is composed of: J1-J2-J3-J4. Learn about the savvy approach they took to regain market share and increase condom use.
PSI/Mozambique launched a safe water program with its own funding in 2004 to help reduce the incidence of diarrheal diseases, particularly in children under 5. To date, the program has sold or distributed more than 1 million bottles of Certeza, each of which treats enough water for a family of five for one month. PSI worked with a local bleach manufacturer to improve its quality control sufficiently and produce Certeza locally.
Certeza is promoted through mass media and community theater, sold at a subsidized price in markets and distributed in emergency situations (e.g., cholera outbreaks and floods). PSI/Mozambique also partners with local and international NGOs to train home-based care workers in diarrheal disease prevention. More than 8,000 workers have been trained to date.
PSI/Mozambique is studying the potential of the commercial market to reduce the burden on the MOH in providing oral contraceptives. The goal is to introduce a high-quality oral contraceptive to the commercial market that is cost-effective.
- U.S. Agency for International Development
- President’s Emergency Plan for AIDS Relief
- Presidential Malaria Initiative
- Ministry of Foreign Affairs of the Netherlands
- United Kingdom Department for International Development
- Mozambique Ministry of Health through the National Directorate for Disease Control and Health Promotion and the Provincial and District Health Directorates
- National AIDS Council
- Mozambique Ministry of National Defense
- Mozambique Ministry of Interior
- Rebranding of Jeito Condoms in Mozambique
In putting our beneficiary – or consumer – at the center of what we do, we create brands that inspire people to use the health products or services we promote. This is a dynamic process that needs to continuously respond to the ever-changing needs and desires of the people that we serve and the markets in which we work. To see it in action, watch the videos below that show how we rebranded our Jeito condoms in Mozambique.
- Men Who Have Sex with Men in Mozambique: Identifying a Hidden Population at High-risk for HIV
The population of men who have sex with men (MSM) has been largely ignored in HIV-related policies and programming in Mozambique and there is little information about the contribution of MSM to the HIV epidemic. An integrated biological and behavioral study among MSM using respondent-driven sampling was conducted in Maputo, Beira and Nampula/Nacala.
- Milking the cow: Young women’s construction of identity and risk in age- disparate transactional sexual relationships in Maputo, Mozambique
Sexual relationships between young women and older men involving economic transactions have been offered as a likely explanation for gender differences in HIV prevalence in many parts of sub-Saharan Africa. This study employed peer ethnography to explore young women’s construction of social identity and risk within age-disparate transactional sexual relationships in Maputo, Mozambique.
- Factors associated with HIV testing and condom use in Mozambique: implications for programs
- 2012 Mid Year Region and Country Dashboards, East Africa
- 2011 Region and Country Dashboards, Eastern Africa
- Beliefs and Motivations about HIV Testing among Men in Mozambique
Since the Mozambique Ministry of Health created an opt-out policy for HIV testing in antenatal care in 2003, rates of testing among women have increased dramatically. However, those among men have lagged behind. This FoQus for Qualitative Segmentation study explores young men’s beliefs towards HIV testing.
- Bread and Cake: Behaviors Relating to Multiple and Concurrent Partnerships in PSI Mozambique
A FoQus qualitative study on concurrent partnerships in Mozambique was featured on The Communication Initiative Network website. A comprehensive report on the study reveals the motivations for engaging in concurrent partnerships, and the barriers to partner reduction behavior among men and women in Gaza Province. Though study participants were generally aware of the risk of HIV/AIDS by having multiple sexual partners, they reported that infidelity is tolerated and condom use is not always practiced.
- Understanding brand Image of Confianca with Women aged 21 to 40 years in Maputo, Mozambique
Flash FoQus allows researchers to gain quick insight into the target audience to answer specific questions crucial to marketing implementation. In Mozambique, researchers were interested in women’s perceptions of the Confiança brand to decide whether to reposition it under new funding. Flash FoQus provided insights into audience members’ conceptions of Confiança and where it fits into the condom category.
- 2010 ANNUAL RESEARCH PLAN – MOZAMBIQUE