HIV/AIDS: high risk groups such as informal and formal port workers, commercial sex workers and their clients, as well as truckers and their assistants

Maternal and child health: children, parents of young children, and women of reproductive age

Family planning: families, women of reproductive age and their husbands

Unintended pregnancies averted: 876,000 (explained)

* numbers reflect programs which are not nationwide

Rishta female condom since 2005

ACT 1 STI kit since 2004

Preventol emergency contraception since 2004

Key Clinic Network of physicians providing improved STI services since 2004

Safewat safe water system since 2002

Vitalet-Preg iron-folic acid since 2002

New Born clean delivery kits since 2002

Saadhan voluntary counseling and HIV testing centers since 2002

Depo-Provera injectable contraceptives since 2001

KamaSutra condoms since 2000

Neotral Orange oral rehydration solution since 1998

Masti condoms since 1998

Mala-D oral contraceptives since 1997

Neotral oral rehydration solution since 1995

Pearl oral contraceptives since 1991

Deluxe Nirodh condoms since 1988

PSI collaborates widely in the development and implementation of its social marketing programs. PSI works closely with the central government, especially NACO and the Ministry of Health and Family Welfare to develop good policy for support of behavior change programming. At state and district level our leadership works closely with Commissioners for Health and the State AIDS Control Societies. Community-based organizations and other NGOs are important partners in the deepening and increased reach of social marketing interventions and linkages to key services such as Care and Support for those affected by HIV/AIDS. In its rural programs for promotion of birth spacing and good maternal/child health practices, PSI forms partnerships with Panchayat Raj Institutions, with local medical providers and with retailers who carry and promote PSI products.

The Bill & Melinda Gates Foundation

British Department for International Development (DFID)

The Federal Republic of Germany through KfW Entwicklungsbank (the German development bank)

Government of India, Ministry of Health & Family Welfare, Contraceptive Social Marketing Programme

The Hewlett Foundation

The Packard Foundation

State Innovations in Family Planning Services Agency

United States Agency for International Development (USAID)

U.S. Centers for Disease Control and Prevention

HIV/AIDS

Three principles guide the OPL approach:
Targeting — When achieved, targeting allocates scarce resources to activities that promise the highest impact among those likely to contract and transmit the virus. This concept is upheld in designing all of OPL's activities, from communications to counseling.

Integration — In an integrated approach mass media, mid-media and inter-personal communications are designed to inform, motivate and create demand for services and products, which include phone help-lines, STI and VCT services and condoms.

Information — Changing behavior is an iterative process, demanding an ever-expanding base of knowledge across a wide range of topics, including beliefs and habits, socio-cultural characteristics affecting gender and empowerment, patterns of migration and sexual behavior. Over time, steady production, analysis and use of good information feeds into continuous program improvement.

Social Marketing and Social Franchising as Part of the AVAHAN Program
PSI/India implements a five year program to promote safer sexual practices and good STI treatment-seeking among male clients of sex workers in Andhra Pradesh, Karnataka, Maharashtra and Tamil Nadu. In addition, PSI is making condoms easily available, affordable and well-promoted along national highways.

The core of PSI’s contribution to this program is its intensive communication, franchising and distribution activities in 100 carefully selected locations where HIV prevalence and risk behavior is known to be highest. We estimate that our activities will reach over 5 million clients of sex workers in these areas. Rigorous monitoring and evaluation will measure regularly the effectiveness of the project in bringing about consistent condom use, correct STI treatment seeking and patronage of Key Clinics.

Mumbai HIV/AIDS Targeted Intervention
PSI/India's HIV/AIDS prevention activities target the high-risk behavior groups of sex workers, their clients, and long-haul truck drivers at major termini and along national highways. The Mumbai project works intensively with 6,000 sex workers in “red-light” areas of Mumbai and vast numbers of men at risk.

PSI/India's Mumbai project includes four integrated components: personal contact with sex workers; reaching male clients; social marketing of condoms; and a medical and rehabilitation center. The latter is located in the heart of the red light district and provides a variety of medical services, including treatment of STDs and tuberculosis, referrals to hospitals and well-baby care. The rehabilitation center provides employment opportunities for the sex workers outside of the brothels, skills training, help with opening bank accounts, and literacy classes.

Reproductive Health

PSI/India's mobile nukkad-natak (street theatre) teams and video vans have crisscrossed 11 districts in rural Jharkhand, reaching over 4,000 villages with key messages on the why, when and how of birth spacing.

In the state of Rajasthan, which has one of the highest maternal mortality rates in India, and where 350,000 induced abortions are recorded per year, PSI/India implements a social marketing project for emergency contraception (EC). The project raises awareness of EC through billboards, press advertisements and community outreach; it improves access to EC through regular detailing of doctors and chemists; and it promotes a supportive policy and social environment for EC in collaboration with other health organizations in India.

Maternal Health
The Family Health Program markets several nutritional products designed to safeguard the health of women and children. These include Vitalet PREG, an iron- folic acid supplement to prevent anemia among pregnant women and are marketed in some of India's highest-need states: Rajasthan, Uttaranchal, Uttar Pradesh, Madhya Pradesh, Chhatisgarh, Jharkhand, West Bengal and Orissa.

Child Survival

Safe Water
Diarrheal disease is one of the leading causes of early childhood mortality in India, where many families lack access to clean drinking water. FHP is working to lower the incidence of diarrheal diseases and related child mortality through a program that covers coastal districts in the state of Orissa and selected urban slums in the state of Uttaranchal. This initiative aims to increase local knowledge of proper drinking water practices and their impact on health, and to provide improved access to water disinfectant. A comprehensive behavior change campaign, consisting of radio and television ads, street theater, wall paintings and product use demonstrations is timed to coincide with the rainy season, when risk of water contamination is highest. PSI/India's brand of water disinfectant, Safewat, is sold in a 100-ml plastic bottle, sufficient to create 1000 liters of safe drinking water.

Child Nutrition
The Family Health Program markets several nutritional products designed to safeguard the health of women and children. These products include Neotral, oral rehydration salts for the treatment of diarrheal disease in children.

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