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Background

Society for Family Health (SFH) Rwanda was established in 2012 following a partnership arrangement between Population Services International (PSI), the Government of Rwanda (through the Ministry of Health) and USAID. SFH is a national health organization dedicated to improving the health of people in Rwanda by focusing on serious challenges like a lack of family planning, HIV and AIDS, barriers to maternal health, and the greatest threats to children under five, including malaria and malnutrition.

A hallmark of SFH is a commitment to the principle that health services and products are most effective when they are accompanied by robust communications and distribution efforts that help ensure wide acceptance and proper use. SFH works in partnership with local governments, ministries of health and local organizations to create health solutions that are built to last.

Getting the right products and services to vulnerable populations is the first step to helping people live healthy lives; equally important is making sure they are in a supportive environment that encourages consistent and correct use. In global health and development, behavior change communication (BCC) is the act of motivating people to adopt healthier behaviors, such as using a condom or washing their hands with soap. From television and radio to print and social media to one-on-one outreach in communities, SFH connects with people where they are in compelling and culturally appropriate ways.

Like a company uses the latest market research to develop campaigns to sell a product, SFH does the same with our health communications. Through consumer research, we determine which method of communication, –such as radio, billboards, television, or one-on-one outreach or aggressive promotion using the latest in digital media – will be most effective. We also study behaviors, motivators, barriers, and other things that may influence decisions about health.