Afghan Social Marketing Organization Campaign Effectiveness Surveys

Title: Afghan Social Marketing Organization Campaign Effectiveness Surveys
Principal Investigators: Sarah Bradley, Tess Shiras, Lauren Rosapep
Timeline: First round: May 2017 to February 2018; second round: Summer 2019 

Although Afghanistan has made gains in child and maternal survival, child mortality remains high and family planning use remains low. In Afghanistan, the SHOPS Plus Project supports the Afghan Social Marketing Organization (ASMO) to market and distribute a variety of health products, including child health and family planning products. Between March and September 2017, ASMO implemented four marketing campaigns to increase awareness and encourage use of five family planning and child health products: oral contraceptive pills, injectable contraceptives, condoms, oral rehydration salts, and chlorine water treatment solution. In 2019, ASMO will implement two additional marketing campaigns focused on family planning and child health products: a new oral rehydration salts and zinc co-pack and another campaign on its pill and injectable contraceptive brand.

Objectives/research questions:

The overall objective of this research effort is to understand the effectiveness of ASMO’s marketing campaigns. The research measured and explored:

  • Exposure to advertisements from the marketing campaigns (spontaneous and prompted advertisement recall, frequency of exposure) 
  • Ability to recall messaging from the marketing campaigns (spontaneous and prompted message recall, frequency of exposure)
  • Perceptions of and reactions to messaging in the marketing campaigns (appropriateness, relevance, familiarity)
  • Awareness and use (current use, ever use, and intention to use/recommend) of family planning and maternal and child health products and brands
  • Perceptions of family planning and maternal and child health product availability, accessibility, and social norms (i.e. perceived availability of product, perceived ability/comfort to buy, social acceptability of using product)
  • Target group media habits (frequency of use, timing of use, channel/program use)    


Data collectors visited households to conduct face-to-face surveys to gather the data needed to gauge campaign effectiveness. The first survey was deployed after the first marketing campaign and about midway through the second campaign. The target group for the first survey is married women aged 18-39 and their male spouses. 

The second survey will be deployed shortly after the end of the 2019 marketing campaigns and will focus on individuals specifically targeted by the advertisements (married women and men with children age 5 years or younger). 

Status: First round survey complete; planning for second round survey ongoing
Date of last update: February 2019


AfghanistanPharmaceutical Partnerships and Social MarketingFamily Planning, Child Health

See other SHOPS plus studies. 



Sustaining Health Outcomes through the Private Sector (SHOPS) Plus is a five-year cooperative agreement (AID-OAA-A-15-00067) funded by the United States Agency for International Development (USAID). This website is made possible by the generous support of the American people through USAID. The information provided on this website is not official U.S. government information and does not represent the views or positions of USAID or the U.S. government.