Health Marketing Activity- Total Family Health Organisation (TFHO)
Duration: 2021 – 2023
Background
Ghanaian communities were heavily influenced by longstanding social norms, practices, and power structures that governed decision-making, including health-related choices. These deeply entrenched cultural factors created significant barriers to family planning and reproductive health services, particularly for women and adolescents. The resulting limited access contributed to high rates of teenage pregnancy, unsafe abortion, STIs, and HIV infections, while depressing utilization of sexual and reproductive health services across the region.
Recognizing these challenges, Savana Signatures partnered with Total Family Health Organisation (TFHO) to implement a Health Marketing Activity across seven districts in the Savannah Region between 2021-2025. The initiative addressed the region’s critically low family planning uptake and high maternal/child mortality rates through an innovative community-centered approach.
Strategy
The project employed a multi-pronged strategy to increase access to SRH information and essential health commodities at the last mile. Implementation focused on three key areas: building community-based distribution networks, generating demand through behavior change communication, and strengthening referral systems.
Savana Signatures trained and supported a network of Community-Based Agents (CBAs) who served as both health educators and local distributors. These agents received comprehensive training on family planning, MNCHN, WASH, HIV/AIDS, and malaria prevention. The project complemented this grassroots network with mass media campaigns, community sensitization events, and market outreach activities (“market storming”). A critical component was the integration with the SHE+ Helpline Call Centre, which provided confidential counselling and referrals.
Key Highlights
- Trained and equipped 210 Community-Based Agents as sustainable channels for health education and commodity distribution
- Established reliable last-mile distribution systems for contraceptives, chlorhexidine gel, sanitation products, and other essential health commodities
- Documented increased uptake of secure oral contraceptives, condoms, and other health products through CBA sales data
- Developed income-generation opportunities for CBAs through health commodity entrepreneurship
- Strengthened referral systems through integration with the SHE+ Helpline (0800 00 11 22)
- Implemented comprehensive behavior change campaigns reaching women, men, and adolescents through:
- Community radio programming
- Local sensitization events
- High-visibility market outreach activities
- Improved health knowledge and service utilization metrics across all seven target districts
The project successfully balanced immediate service delivery with long-term systems building, creating sustainable community structures for continued health promotion beyond the project timeline. Monitoring data demonstrated measurable improvements in both health knowledge and product uptake among target populations.