A major strength of CRS’s social marketing program is its national coverage and rural reach. CRS’s Remote Area Initiative promotes and creates demand for family planning, and maternal and child health services in rural communities in the districts of Jumla, Bardiya, and Bajhang. CRS engages community change agents to conduct health promotion and disseminate important maternal and child health messages to women in the community. Topics include the importance of antenatal check-ups and institutional delivery, health and hygiene, and uterine prolapse prevention.
SHOPS Plus is working with CRS to redesign this initiative to introduce more effective behavior change techniques, link outreach activities to community development strategies, and strengthen sustainability. The new approach will involve more focused efforts on behavior change, including the timely use of data to measure progress in changing behavioral drivers. Key elements of the design include selecting the products, determining their price points, and establishing a cost-effective supply chain. SHOPS Plus will also help community change agents sell products to address key health and hygiene needs and create a profitable revenue stream.