Demand Generation I-Kit for Underutilized, Life Saving Commodities

Step 2: Define a Vision

Example visions defined for each of the commodities are provided below as illustrative examples. These examples should be adapted based on data and research from the local context.

The vision anchors a communication strategy by stating what the program hopes to achieve. A vision statement sets forth the direction the strategy should follow and defines clearly and succinctly how the demand generation activities will affect the broader commodity and health environment.  The vision should paint a mental picture of a desired scenario in the future.

The vision should be agreed upon by the stakeholders involved in the strategy design process and will thus be “shared” by all. This shared vision is a short statement that articulates what is important; illustrates what is desired in the future for the commodity once the demand generation strategy is successfully implemented; and clarifies the goal of the demand generation strategy. The shared vision ensures that all stakeholders are working toward the same goal and guides the strategy design and development process.

In addition, a true vision should be realistic, concrete, and be attainable given the resources available. The vision should also communicate enthusiasm, be inspirational, and foster commitment and dedication from stakeholders towards the shared goal.

Some organizations call the vision the “Goal” or the “Primary Objective.”

Illustrative Examples of Visions for Family Planning Commodities

By clicking on the links above, you can view these examples by step either as a preview (which does not require download) or download in MS Word or PDF. A full version of each commodity strategy is also available under “Adaptable Strategies” in the right sidebar in MS Word or PDF formats. The full strategy includes both guidance and illustrative content for the entire strategy.

About the Life-Saving Commodities in Family Planning

Female Condom Emergency Contraception Contraceptive Implants

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