Driving demand for chlorhexidine: a human-centered design toolkit for the development of demand generation materials.

This toolkit is designed to support the development and adaptation of tools to drive demand of chlorhexidine for umbilical cord care. The toolkit is designed for countries and communities in the process of introducing and scaling chlorhexidine. This work uses Nigeria a country which in 2016 is in the midst of its own chlorhexidine scale-up efforts as a representative example. It also includes lessons learned from other countries’ successful efforts. This toolkit builds upon previous work to increase demand for chlorhexidine and other comparable products. Drawing upon insights from research conducted in Nigeria this guide walks you through the process of mapping an ecosystem to better understand the people and organizations associated with birth. It also explains how to capture and document representative birth stories and how to generate concepts designed to create demand. We will highlight steps for recreating this process and modifying concepts for your own country or context. (Excerpts)