Demand Generation I-Kit for Underutilized, Life Saving Commodities


Demand generation strategies must consider gender concerns when designing messages as gender affects access to information, health services and economic resources.  Well-designed demand generation strategies will direct messages to clearly defined target audiences, considering the appropriate timing, location and call to action for each audience.  Gender directly impacts where and when target audiences are exposed to messages, and how the audience is able to respond to the messages.

Addressing the Role of Gender in the Demand for RMNCH Commodities: A Programming Guide provides information and practical tools to help program managers determine how gender norms and roles for both men and women affect the demand for the commodities, and how to address these norms and roles to ultimately increase demand and utilization.  The Guide is designed to make demand generation messages more effective, stimulate awareness of the need for equity in gender roles, and improve equitable behaviors.

The information and tools provided in this Guide can be used throughout the different steps of the project cycle of any program seeking to improve the health of women and children through increasing the demand of RMNCH commodities.  This Guide contains:

  • Definitions of each commodity paired with key influencers of demand
  • Gender and demand generation key concepts and definitions
  • Two useful frameworks for gender programming in RMNCH
    • Gender Equality Continuum
    • Social Ecological Model
  • Gender and Situational Analysis
    • Checklist #1: Including Gender in Situation Analysis
  • Gender and Program Design and Implementation
    • Checklist #2 : Integrating Gender Into Program Design and Implementation
    • Checklist #3: Using the Gender Equality Continuum to Assess Integration of Gender in Programming
  • Gender and Monitoring and Evaluation
    • Checklist #4: Is Gender Integrated into Monitoring and Evaluation?

For information on broad-based issues of gender equity or structural and policy domains that limit supply and access to services, along with other tools to support gender programming, see the Additional Resources section provided at the end of the Guide and on the right sidebar or in the Document Library.

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