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Project Description:
Haiti has the highest infant mortality rate in the Americas (137/1000) with 66% of Haitian children under 5 suffering from iron deficiency anemia. Before Sprinkles may be distributed nationally, consumer research will be used to determine the social marketing, pricing and communications strategy. A detailed Marketing Plan will be developed after this research is completed. Sprinkles will be made
available nationwide through commercial distribution channels (wholesalers and retailers) including pharmaceutical and
non-pharmaceutical outlets. The consumer price will be affordable to low-income families and trade margins will encourage
retailers to stock and promote Sprinkles. A dedicated brand for commercial distribution will be developed to distinguish it from
free Sprinkles that will be provided through the WV Title II food aid program. Brand advertising, product promotion and behavior
change campaigns will create demand for Sprinkles using mass media, direct marketing and interpersonal communications.
Project Goals:
To reduce morbidity and mortality due to iron deficiency anemia among Haitian infants 6 -24 months.
Projected Project Outcomes:
Generate consistent use of Sprinkles by caregivers and parents of infants 6-24 months of age.
Increase knowledge and awareness among mothers and caregivers of the importance of using Sprinkles daily for infants 6-24 months.
Increase access to Sprinkles at retail outlets.
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