Improving Thailands national harm reduction model using private sector marketing planning.

Population Services International (PSI) in partnership with civil society partners government and the private sector received 5-year funding from Global Fund to reduce new HIV cases among IDUs by 50% through scale up of HIV prevention services to 12300 IDUs in Thailand. To improve upon the existing harm reduction model PSI brought in IDU and social marketing experts to use an interactive marketing planning process that focused on a situation analysis audience insight and behavioral determinants to develop an evidence-based strategic marketing and work plan. With the target audience and the desired behavior at its core the plan prioritized activities coverage and frequency most likely to change behavior and improve health among the target IDU population. Behavioral survey results due in 2011 will demonstrate areas where the plan has been successful. (Excerpts)