Where We Work


photo of a family

Afghanistan Facts

  • bar graph
    of households use appropriate water treatment
  • pregnant woman
    1 in 14
    women dies from either pregnancy or childbearing
  • baby
    1 in 18
    children dies before their fifth birthday

Afghanistan suffers from some of the worst health indicators in the world. While the country has reversed declining health trends, attention is still required to improve health outcomes for women and children.

SHOPS Plus supports the Afghan Social Marketing Organization (ASMO), a leading non-governmental organization that promotes maternal and child health and family planning, in strengthening their impact and sustainability. The organization’s contribution to health in Afghanistan is significant. According to an analysis by the project, about 22 percent of women using modern contraceptives used products marketed by ASMO. Additionally, between 5 and 20 percent of users purchased ASMO’s oral rehydration salts, water treatment solutions, or iron supplement products.

Using a total market approach, SHOPS Plus's activities are aimed at increasing the geographic availability of ASMO’s products and decreasing gender barriers to access, increasing the reach and cost effectiveness of ASMO’s marketing efforts, and strengthening ASMO’s internal processes and systems to make it a more attractive investment to donors.

Highlights from the activity from December 2016 through September 2019:

  • Provided over 700,000 couple years of protection through contraceptive sales, supported the disinfection of over 199,000,000 liters of drinking water and treatment of over 1,440,000 diarrheal episodes
  • Reached 5,840,000 people with targeted messages via social media and nearly 950,000 beneficiaries through various social and behavior change activities
  • Launched three new products: iron folic acid tablets to address anemia in pregnant women in a new cost-efficient packaging, and two strengths of Aquatabs water purification tablets for household water treatment

Relevant research:

Program Components




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.