Social Marketing & TB
TB kills an estimated 5,000 people per day and over 2 million people per year. Fully
1/3 of the world’s population is infected with the TB bacillus, and over 8 million
develop active TB related illnesses each year. TB is the leading killer globally of
women of reproductive age, as well as being the biggest killer of people living with
HIV or AIDS. High burden TB countries are found in South-East Asia, Eastern
Europe/Former Soviet Republics, and Sub-Saharan Africa.
In Africa, the HIV epidemic has resulted in a global explosion of new TB cases.
Among those infected with TB, but uninfected with HIV, only 10% will go on to
develop active TB illness during their lifetime. However, people living with HIV and
infected with TB (referred to as co-infection) have a 50 – 70% lifetime chance of
developing active TB. Active TB infection in someone living with HIV also accelerates
the progression of HIV disease to full- blown AIDS by increasing HIV viral loads.
TB is curable. Successful treatment rates of 85% - 95% are possible in effective TB
control programs. TB drugs are not expensive and cost only $11 per patient. TB
treatment and prevention is also highly cost effective: every dollar invested in TB
control (based on a treatment called DOTS) is estimated to save $55 in later costs.
New research has also shown that active TB can be prevented from developing in
people living with HIV through the use of IPT or Isoniazid preventive therapy.
Individuals who are co-infected with the HIV virus and the TB bacillus, but who are
not suffering from active TB, take Isoniazid daily for six months to prevent the
occurrence of active TB- resulting in longer and healthier lives.
What Can PSI Do?
Innovative PSI programs can respond to the global TB epidemic by:
1.) Improving the private sector’s ability to manage TB effectively through a
Social Franchising approach, including training franchise members in TB
diagnosis and treatment, and over-branding common TB drugs/treatment,
combined with promoting the use of such services. (Programs already started
by PSI Myanmar and PSI Pakistan.)
2.) Implementing social marketing & communication campaigns designed to increase
care seeking behaviors around TB, reduce stigma around DOTS and IPT, and
increase patients’ and providers’ belief that TB can be cured. (Programs already
started in Kenya, Laos, Pakistan, Romania, and Myanmar).
3.) Implementing simple TB screening techniques at VCT sites, referring suspected
active TB patients to DOTS programs, and putting PLWHA (and who do not
already have active TB) on IPT therapy. (Programs in development at PSI’s VCT
networks in Africa – Zimbabwe and Namibia are furthest along.)
The following PSI country programs have already developed TB related concept
notes/proposals. Programs that are already ongoing are bolded.
Country Proposal Focus To: Point of Contact
Kenya Implemented communications campaign to create demand for David Walker
government TB/DOTS centers and program and increase firstname.lastname@example.org
compliance with treatment. Funding from FHI (USAID Pass
Pakistan Received funding to improve screening, diagnosis and treatment Victor Lara
of TB in private sector through Green Start Network and to email@example.com
create demand for treatment and improve adherence. Received g.pk
Myanmar Improved screening, diagnosis and treatment of TB in private Guy Stallworthy
sector through Sun Quality Health Care Clinics. Created demand firstname.lastname@example.org
for treatment and improved adherence. Received GF, DFID, & .mm
Laos Received GF $ to create demand for treatment and improve John Deidrick
adherence at government TB/DOTS centers. email@example.com
Romania PSI provides communications technical assistance to Doctors of Clayton Davis
the World on TB, including research and communication strategy. firstname.lastname@example.org
Nepal Wrote proposal to improve screening, diagnosis and treatment of Steven Honeyman
TB in private sector through Sun Quality Health Care Clinics and email@example.com
to create demand for treatment and improve adherence. Not
Namibia Wrote proposal to introduce TB screening, referral, and IPT Libet Maloney
therapy into New Start Plus and New Start network. Not yet firstname.lastname@example.org
Zimbabwe Wrote proposal to introduce TB screening, referral, and IPT Karin Hotzold
therapy into New Start Plus and New Start network. Not yet khatzold@psi-
Is funding available? Yes! TB funding is available from the Global Fund, USAID,
CDC, and DFID.
For more information or to launch a TB project please contact
Shannon England at email@example.com