THE COMMENDED PROGRAM
Vestergaard Frandsen conceptualized an Integrated Prevention Demonstration (IPD) campaign and executed it in partnership with the Kenyan Ministry of Health and CHF International. The campaign incentivized voluntary HIV testing and counseling (VCT) while integrating prevention of three of the most important public health problems-HIV, malaria and diarrhea.

Through the innovative approach, which was also funded by Vestergaard Frandsen, more than 47,000 Kenyans received VCT and a CarePackTM containing anti-malaria PermaNet® bed nets, LifeStraw® water purifiers, condoms and health education materials. Those who tested positive for HIV were given a starter pack of a broad spectrum antibiotic and referred to a local treatment and care center.

In order to reach the entire catchment area in only seven days, Vestergaard Frandsen set up 30 mobile clinics. The company also flew 150 employees (almost its entire staff) to Kenya to observe the campaign and help the community understand the usage of each CarePackTM health product. The campaign ultimately surpassed the target of testing 80 percent of the sexually active population.

CRITICAL SUCCESS FACTORS

Pre-Intervention Social Research
A Kenyan social marketing agency was hired to conduct research to determine the best way to encourage local participation. Messages were developed, tested and refined prior to the launch of a mobilization campaign. The whole campaign was branded and a variety of communication tools were used to attract people to the campaign.

Incentivizing HIV Testing and Counseling
One of the primary goals of the campaign was to demonstrate a model for rapidly scaling up HIV testing and counseling along with developing unique distribution models for delivering health products to adults not targeted by other campaigns. The social research indicated that residents would be more likely to consider participating if an incentive were offered. The CarePackTM was then developed as an incentive and a resource itself.