The Sustaining Health Outcomes through the Private Sector (SHOPS) Plus project, USAID’s flagship initiative in private sector health, has piloted innovative on-ground activation models to improve the demand for reproductive and child health products and services among the urban poor in India. This program has highlighted the importance of interpersonal communication as an essential component of social and behavior change.
When mass media messages are complemented by interpersonal communication, people are more likely to adopt a new behavior. Especially when that interpersonal communication engages people, provides tailored messages, addresses doubts, and gives people an opportunity to engage with health products and information.
The SHOPS Plus team in India held a webinar on how to leverage community and facility-based approaches, and included voices from corporate and non-governmental partners, who shared why they believe so strongly in these on-ground activations.
- Ashok Raisinghani, Technical Specialist – Abt Associates
- Sushil Patil, Group Product Manager – FDC
- Mayank Dabral, Director – Impact Code
- Abhilash Philip, SHOPS Plus Deputy Chief of Party