Afghan Social Marketing Organization Campaign Effectiveness Surveys

Title: Afghan Social Marketing Organization Campaign Effectiveness Surveys
Principal Investigators: Tess Shiras and Lauren Rosapep
Timeline: First survey: May 2017 - February 2018; second survey: November 2019 - March 2020


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 mass-media 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 addition to mass-marketing efforts, ASMO has also been implementing complementary, community- level campaigns. In 2019, ASMO launched a new, male-targeted communications effort in mosques located in and around Kabul. This effort, which relies on specially-trained ASMO representatives to deliver health-related messaging to mosque members after prayer, is designed to promote attitudes and behaviors that motivate the use of ASMO products.

Objectives/research questions:

SHOPS Plus is using two different survey efforts to understand the the effectiveness of ASMO’s mass-media and community-level communications campaigns. The research measured and explored:

  • Exposure messaging from the communications campaigns (spontaneous and prompted message 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)


For the first survey, data collectors visited households to conduct face-to-face surveys to gather the data needed to gauge campaign effectiveness. This survey was deployed in the later months of the campaign. The target group for the first survey is married women aged 18-39 and their male spouses.

The second survey was deployed shortly after the mosque-based health talk series ended in late 2019. The second survey targets adult male mosque members who attended the health talks.

Status: First round survey complete; second round survey ongoing
Last updated: November 2019


Learn more about our work in Afghanistan, pharmaceutical partnerships and social marketingfamily planning, and 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.