Our Work in Honduras
Honduras has the second highest fertility rate in Central America, although recent years have seen substantial progress in this variable. Largely as a result of increased contraceptive prevalence rates (CPR), the total fertility rate decreased to 4.4 children per woman in 1998-2000, with even more significant decreases among rural and less educated women. During the last national reproductive health survey, 61.8% of women of reproductive age married or in union were using a contraceptive method. This survey found that approximately 45.5% of modern contraceptive methods were supplied via public health services, with the rest supplied by the private sector. The unmet need for contraceptives in Honduras is clear: at the time of the survey, 7 of 10 women were not using contraceptives and said that they wished to use them.
Honduras also has one of the highest prevalence of HIV/AIDS infection rates in the Western Hemisphere, accounting for 50% of HIV cases in Central America. While the epidemic remains concentrated in neighboring countries, it has begun to spread beyond core transmitters groups into the general population. According to the survey, just under half (47%) of women aged 15 to 44 years are familiar with at least two means for preventing HIV/AIDS: monogamy and condom use. Of these women, 12% had been tested for HIV.
The survey also revealed a high prevalence of high-risk behaviours among men. A high proportion of men aged 15-59 years had multiple partners and did not use condoms. This situation has not changed between 1996 and 2001.
The role of social marketing programs
Social marketing has played an important role in increasing the availability of low-cost contraceptive products (specifically condoms and pills) through commercial outlets. Social marketing is also playing an increasing role in targeting donor funds to those who need it the most, by channeling products through specific outlets, developing behavior change campaigns to address high-risk behaviors, and introducing needed products where gaps exist in the private sector. In addition, the existence of self-sustained social marketing brands may increasingly help shift contraceptive users away from publicly subsidized sources towards more sustainable supply options.
The two main organizations involved in the implementation of social marketing programs in Honduras are PASMO - a Population Services International (PSI) regional affiliate, and ASHONPLAFA- an International Planned Parenthood Federation (IPPF) affiliate. Through these organizations, USAID has funded marketing and distribution activities that have contributed to the development of a viable contraceptive market, as evidenced by the regular appearance of new condom and contraceptive brands on the Honduran market.
The role of PSP-One
The Abt Associates-led PSP-One project is assisting USAID/Honduras in the development of an integrated social marketing strategy for hormonal contraceptives and condoms. This strategy favors general segmentation, establishes market equilibrium and supports the vision of a healthy and sustainable market that involves many partners and several brands. This strategy is also consistent with the Mission’s commitment to contraceptive security in Honduras.
PSP-One plays a key role in providing a strategic direction for the Honduras Social Marketing Program, offering technical assistance, monitoring sales and distribution methods of all partners, evaluating the impact and incorporating social marketing best practices and lessons learned from other programs.
PSP-One seeks to maximize health outcomes by building on existing technical strengths and institutional capabilities. The PSP-One project will assist USAID/Honduras in achieving two key health outcomes:
- Contribute to HIV/AIDS prevention goals through condom marketing and distribution and demand-building communication campaigns and
- Increase the use of modern contraceptive methods by stimulating demand for and expanding access to a wide range of social marketing products. This will be achieved by supporting existing programs with overall strategic guidance, technical assistance in launching new products, strengthening distribution channels, and development of generic mass media campaigns as well as supporting research efforts.
