Page 148 - Social Marketing for Public Health Global Trends and Success Stories

57977_CH05_final.qxd:Cheng 11/5/09 4:39 PM Page 121

Partnerships 121

TABLE 5-1 (Continued)
The 4Ps Strategies Targeting TB Patients
Key messengers Key messengers
Healthcare workers
Family members

Community organization volunteers
Key media channels Key media channels
Mass media: television, radio, billboards, print media
Print materials: posters, letters, fact sheets
Special events: World TB Day, street theaters
Videos: healthcare facility waiting areas
Personal communications: health workers

Community mobilization: surveillance groups
Advocacy: local groups targeting families
and political leaders

PA R TNER S HIP S

Partnerships were created at all levels of the program, from the top levels of gov-
ernment to the community levels, with both international as well as national or-
ganizations, and with public, private, and NGO sectors.
Important international partners included the Pan American Health
Organization (providing technical support and training for capacity building),
the Japan International Cooperation Agency (expansion of laboratory services),
the Peru-Canada Agreement (information system support), USAID (supporting
the communication strategy development), the international NGO Socios en
Salud (improving the diagnosis and treatment of patients with MDR-TB), and
the BASIC Health and Nutrition Project (assistance in implementing educa-
tional and counseling activities; Llanos-Zavalaga et al., 2004). In addition, col-
laboration with international pharmaceutical companies helped ensure a
sufficient drug supply (Llanos-Zavalaga et al., 2004).
National partners collaborated with NTCP to secure endorsement
from Peru’s medical leaders, facilitate participation of medical leaders in
seminars, and include up-to-date information in TB medical curricula. The