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Campaign Strategies (4Ps), Implementation, and Evaluation 209

personal and community protective measures such as insecticide treated mos-
quito nets and other interventions which are accessible and affordable to pre-
vent infection and suffering.

Few countries met this goal by 2005; however, funding for millions of free long-
lasting insecticide-treated nets has since been flowing to many countries. RBM’s
Global Malaria Action Plan now establishes a target of 80% coverage by 2010.

C A MPA I GN STR ATE GIE S (4Ps ), IMP L EMEN TATI O N ,
AN D EVAL UATI O N

Product Strategies and Implementation

NetMark’s first year was spent on conducting quantitative and qualitative con-
sumer research in its first set of countries and building relationships with the
USAID missions, ministries of health, national malaria control programs, com-
mercial firms, and donor organizations involved in ITNs.
Insecticide-treated nets (ITNs) consist of a mosquito net packaged with an
insecticide treatment kit. Consumers purchase the ITN and treat it at home by
mixing the insecticide with 500 milliliters of water in a bucket and dipping the
net until it absorbs almost all of the mixture. The insecticide is effective in re-
pelling or killing the anopheles mosquito for 6 to 12 months (depending on the
insecticide product) or three washes. Each wash depletes the insecticide until it
no longer meets the World Health Organization (WHO) standard of 90% mor-
tality for anopheles mosquitoes landing on it. An untreated net provides an ef-
fective barrier to mosquitoes, although they may bite an arm pressed against the
netting or find their way inside a net through a small hole. A treated net is twice
as effective in preventing malaria because it kills mosquitoes that land on it
and repels others. Over the course of NetMark, ITN technology has evolved:
(1) factory-made, long-lasting insecticide-treated nets (LLINs) have been intro-
duced that maintain their killing power for at least 20 washes; (2) LLIN treatment
kits became available to convert an untreated net into an LLIN; and (3) produc-
tion of polyethylene LLINs with the insecticide incorporated into the yarn has
greatly increased. In this chapter, ITNs will also refer to LLINs, and the market-
ing of insecticide kits will not be covered.

Pricing Strategies and Implementation

ITN prices were set by the supplier, distributor, and retailer. NetMark’s only re-
strictions were that there had to be a range of products (varying in size, color, and
shape) with most pricing within the range likely to attract Nigerian consumers