Government-sponsored programs have done much to advance youth's knowledge of HIV/AIDS and reproductive health issues. But these organizations alone cannot carry the full workload. The private sector can also help by encouraging young people to build a productive and healthy future. After all, the private sector already has an interest in the health of the world's youth because youth are both tomorrow's workers and some of the world's greatest consumers.
To assist those interested in helping the private sector serve youth reproductive health better, YouthNet has produced a Private Sector Assessment Tool (PDF 528K). This handbook is a guide for conducting a technical assessment of the potential for private-sector youth reproductive health interventions.
Four key issues in this work are:
Many successful companies have realized that they need to balance the needs of multiple stakeholders. Some companies refer to the "Triple Bottom Line"— financial, environmental, and social. Their success at each of these determines the success of the company. The Global Business Coalition on HIV/AIDS works closely with UNAIDS and has taken the lead in joining major corporate partners to strengthen private-sector involvement in AIDS. Other organizations that focus on engaging corporate partners in related issues include the World Economic Forum and YouthNet partner Deloitte Touche and Tohmatsu - Emerging Markets Group.
Franchising is a highly successful commercial mechanism to replicate a proven business strategy and to deliver high quality, high volume, and low-cost services or products. YouthNet helps develop collaborative, community networks of providers and nongovernmental organizations to deliver consistent quality and youth-friendly reproductive health services through franchising techniques such as referrals, information-sharing among members, quality standards and training, and trusted-brand recognition.
YouthNet's Youth Issues Paper Number 2 examines how social franchising techniques might be used with programs serving youth. Case studies on programs in Mexico, the Philippines, Mozambique, Kenya, and Egypt indicate that many questions remain about how these techniques can work best for youth. Branding seems particularly important for youth, with colorful logos, signs, and other indications of trustworthy services and programs.
Social marketing techniques have proven very successful in selling condoms and have involved interpersonal efforts as well. The Social Marketing for Adolescent Sexual Health (SMASH) program coordinated by Population Services International (PSI) in three African countries found that knowledge and beliefs improved. Because young adults ages 15 to 24 will account for over 50 percent of HIV infections in the next decade, PSI is directing a substantial portion of its efforts to this vulnerable segment of the population. PSI's young adult programs differ from more generalized HIV prevention activities in that they involve young adults in the design and implementation of both peer and mass media information and motivational campaigns designed to encourage abstinence or other safe behavior.
In some countries in Africa, AIDS is a major cause of disruption to businesses, removing productive, reliable workers. Workplaces provide a variety of opportunities for training, education, advocacy, and other activities for employees, many of whom are young adults.
Useful action guides for managers include HIV/AIDS Prevention in the Workplace (Family Health International, 2002), and Workplace HIV/AIDS Programs: An Action Guide for Managers (Family Health International). The policy guide provides business-based rationales for recommendations, encourages the generation of options, and suggests a process for HIV/AIDS policy and program formulation.
Building the capacity of nongovernmental groups to institutionalize and to continue providing reproductive health activities for young people — beyond initial project funding — requires the resources and expertise of the private sector in financial planning as well as in management and institutional support. One useful resource for understanding how the private sector is working toward sustainability is the Commercial Market Strategies Project of YouthNet partner Deloitte, Touche and Tohmatsu/Emerging Markets Group.
