My Special Reports

“I’ve condensed my Strategy into Up the Stairway to Maternal-Newborn-Child Health.  The Stairway is based on the best practices and lessons I’ve learned during my career.  And the Stairway has been peer reviewed.  You can download the Stairway and use it in your work – it’s especially useful as a tool for participatory planning workshops.  Please note the inclusion of Gender Equity in Step 1: Gender Equity, and Women’s Empowerment are derived from Millennium Development Goal 3. They offer an excellent foundation for the other steps in the stairway.  Also, please note the word “Truth” at the end of each step: Truth refers to the important facts required to replace the many myths and fallacies that exist in every culture.  It is important to include “Know the Truth” campaigns in your behavior change communications and to communicate the campaign through all the available media for each target group.”  



Achievements in Birth Spacing/Contraception

My career in birth spacing began with my retail pharmacy career in Canada, then expanded sharply with my introduction to Contraceptive Social Marketing in Sri Lanka in 1973. My birth spacing work has continued throughout my career as shown below.

Planning a New Social Marketing Program for Pakistan. 2011 and 2012. (6 days).  Employed by DKT International, a foundation that provides reproductive health products to poor families. Worked with DKT to develop its strategic plan for Pakistan, and to orientate DKT’s new Pakistan Country Representative.

Management of the “Communication for Behavior Change: Expanding Access to Private Sector Health Products and Services in Afghanistan (COMPRI-A)” Project. 2010-2011 (2 months). Funded by USAID. Managed by The Futures Group International.  As the Chief of Party Advisor, provided leadership, capacity building and strategic visioning for the project’s offspring, the Afghanistan Social Marketing Organization (ASMO). These tasks used my experience in family planning, maternal/child health, and infectious diseases along with management of commercial marketing and social marketing, including supply chains. 

Evaluation and Planning for Next Three Years of Reproductive Health Project in Uganda.  2010 (5 wks). Employed by Futures Group. Funded by USAID. Assessed supply chain and sales activities of the AFFORD Project managed by Uganda Health Marketing Group. Made recommendations for creating and managing a new profit-making company that will market health products nationwide.

Capacity-building for InterPersonal Health Communication in Zambia. 2009-10 (4 mo).  Employed by Overseas Strategic Consulting, Ltd.  Funded by USAID. Assessed InterPersonal Communication (IPC) activities and supply chain management in the PRISM Project.  Assisted development of IPC activities.

Social Marketing of Contraceptives for ITAP in India. 2009 (5 wks). Employed by Futures Group. Funded by USAID. Evaluated DKT’s social marketing activities, including supply chain and downmarket community-based promotional activities in rural Uttar Pradesh.  Recommended expansion of the DKT social marketing model. (5 wks).

Maternal and Neonatal Health Project Evaluation in Pakistan. 2009 (2 wks). Employed by John Snow International (US). Funded by USAID. Evaluated contributions of Greenstar Social Marketing Company to the Pakistan Initiative for Maternal and Neonatal Health (PAIMAN) project.

Evaluation of USAID’S COMPRI-A Project in Afghanistan.  2008 (4 wks). Employed by Checchi Consulting. Funded by USAID. Evaluated achievements of Constella-Futures Int., including behavior change communication, supply chains and training of health providers.  Produced proposal for follow-on Social Marketing project.

Planning of Communication Strategy for Family Planning in Pakistan. 2008 (6 wks).  Employed by the Population Council.  Funded by USAID. Worked in communication strategy team of the FALAH project to: (1) write an evidence-based report on effective communication approaches, (2) reposition family planning concept to birth spacing; and (3) develop FALAH’s communication, advocacy and mobilization strategy for birth spacing.

HIV/AIDS Risk Reduction Strategy in Pakistan. 2008 (2 mos). Employed by Agriteam Canada. Worked with the CIDA-supported HIV-AIDS Surveillance Project (HASP).  Designed communication strategy for STI services, VCT and condoms.  Recommended an AIDS Risk Reduction conceptual framework; “push & pull” project management cycle; multimedia communication; edutainment; supply chain; IPC training of health providers. 

Action Plan for the Social Marketing Company in Bangladesh. 2007 (2 wks). Employed by Coffey International Development. Worked with Eshna Consulting to lead planning workshops for Five-Year Action Plan.

Restart of National Family Planning and HIV/AIDS Social Marketing in Yemen. Field Manager, 2005-2006 (7 mos). Employed by Marie Stopes International. Team Leader and Social Marketing Advisor for the KfW-funded project.  Partnered with Ministry of Public Health, GTZ and UNFPA. Recruited, trained and mentored senior staff. Facilitated workshops, designed supply chain, marketing plan, budgets, test markets, PEER research and evaluation. 

MCH Social Marketing project in India.  2005 (6 wks).  Employed by Population Services International.  Leader for external-internal evaluation of USAID-funded Social Marketing Strategies Project, including the supply chain.

Facilitated workshops to design policy and to produce the “National Safe Sex Strategy for HIV/AIDS Control” in Bangladesh.  2005 (5 wks). Employed by UNFPA. Worked with the National AIDS-STD Programme.

Evaluated HIV/AIDS control in India. 2004 (6 wks).  Employed by CIDA as Team Leader for evaluation of the India-Canada HIV/AIDS Project in Karnataka & Rajasthan states, including community-based condom supply chain.  

Assessed HIV/AIDS prevention in Nepal. 2003 (2 wks). Employed by Family Health International. Evaluated USAID’s community-based social marketing project for HIV/AIDS prevention among female sex workers and their clients. Recommended specific changes to the supply chain and communications for expansion to nationwide scale.

Management of Reproductive Health Social Marketing in Albania.  2002-2003 (3 wks). Employed by Marie Stopes Int. (UK). Funded by KfW.  Wrote Strategic Plan for NESMARK, the NGO that assists the National Reproductive Health program, to strengthen social marketing and to add HIV/AIDS control.  Facilitated workshops. 

Developed Social Marketing of HIV/AIDS prevention in Namibia. 2002 (5 mo). Employed by Marie Stopes Int. (UK). Funded by KfW.  Assisted the government-supported National Social Marketing (NaSoMa) Programme to develop social marketing techniques, supply chain security, advocacy, and behavior change communications.

Evaluation of Social Marketing of HIV/AIDS control in Vietnam.  2001 (3 wks). Employed by JSI (UK). Funded by DfID. Assessed progress of DKT International. Recommended management strengthening before expansion.

Maternal and Child Survival Project Planning in Rural Maharashtra, India. 2001 (3mo).  Employed by Aga Khan Foundation/Canada. Used participatory planning at the Mahatma Gandhi Institute of Medical Sciences (MGIMS) and AKF/India, to write the project proposal for Safe Motherhood & Newborn Health, including supply chains, advocacy, training of MGIMS staff and community providers. The proposal led to a USAID-funded project.

Reproductive Health Planning for Pakistan.  2000 (4 mo). Employed by Options UK.  Funded by Asian Development Bank. As Technical Assistance Team specialist in reproductive health, nutrition, training and behavior change communications, worked with government departments, Multidonor Support Group, and NGOs to:

  • Evaluate past efforts including Reproductive Health services, training and IEC;
  • Facilitate government planning workshops in Balochistan, North West Frontier, Punjab and Sindh provinces;
  • Plan new tools for Reproductive Health & Safe Motherhood services, training, advocacy and communications.

Management capacity building for MCH in Azerbaijan.  2000. (3 wks). Employed by Save the Children (US). Funded by UNFPA. Led workshops for staff & donors to develop social marketing, including the supply chain, reproductive health and HIV control. Completed feasibility study and strategic plan, including training.  

Management of HIV/AIDS prevention in Ethiopia.  1999 (2 wks).  Employed by Royal Netherlands Embassy.  Evaluated progress, then proposed changes in the activities of DKT International.  Proposal led to more funding for DKT Social Marketing products, supply chain security, demand creation, and new Reproductive Health strategies.

Planning Reproductive Health Program in Pakistan. 1999 (3 weeks). Employed by Save the Children/US. Produced Strategic Plan for Reproductive Health/Safe Motherhood.  Facilitated workshops.

Created “The Dangerous Stairway to Reproductive Health”. 1999. (personal activity.)  The “Stairway” is a planning tool that helps trainees visualize many of the lethal obstetrical threats to low-income girls, mothers & newborns. It is an especially useful tool for introducing male decision-makers to the reproductive risks faced by girls and women. The Stairway has been used in Pakistan, Bangladesh, India, and Azerbaijan. World Vision published the Stairway in 2002. Download the Stairway at

Reviewed Health, Population and Nutrition (HPN) in Pakistan. 1999 (3 wks). Employed by Cowater Int. Funded by CIDA. Worked with the Social Policy and Development Centre to evaluate access to Pakistan’s health services.

Evaluation of Family Planning activities by Mother-and-Child NGOs in Pakistan. 1998 (6 wks). Employed by Pathfinder. Funded by UNFPA. Assessed strengths & weaknesses of six community-based NGOs.

Planned Rational Pharmaceutical Management System for NGOs in Bangladesh. 1997-1998 (3 wks). Employed by Management Sciences for Health. Funded by USAID. Worked with a group of NGOs to strengthen supply chains, create Essential Drug Lists and Revolving Drug Funds for Reproductive Health Project.

Created and Managed Nationwide Social Marketing activities in Pakistan. 1983-2009 (intermittent). Employed by USAID, Population Services International (PSI) and Greenstar Social Marketing Company, a major trainer of health providers and distributor of contraceptives to 20,000 private clinics and shops. (Continual resident 1989-2000)
  • 1983: Team Leader, USAID’s Contraceptive Social Marketing Planning Team, including supply chains. 
  • 1989-1993: Manager/ Chief of Party and PSI Representative, USAID’s Contraceptive Social Marketing project. 
  • 1991: Entrepreneur: founded Social Marketing Pakistan Ltd., (name changed to Greenstar Social Marketing).
  • 1998: Used Total Marketing Approach (TMA) to research national condom security, supply chain & demand. 
  • 2003: Produced Strategic Plan for Greenstar Training Institute. 
  • 2007: Developed capacity of Greenstar managers to create and use Logical Framework Analysis.
  • 2009: Evaluated Greenstar’s contribution to USAID’s PAIMAN Project for Maternal & Neonatal Health.

Evaluated Family Planning Usage in Small-town Bangladesh. 1983 (6 wks). Employed by Population Services International. Monitored and assessed oral contraceptive supply chain, providers, users and husbands of users. Used the study in my doctoral dissertation and published it in “Studies in Family Planning”. 

Evaluation of Contraceptive Social Marketing Project in Bangladesh. 1982 (6 weeks). Employed by USAID. Assessed the national Contraceptive Social Marketing Project components including supply chain and BCC. 

Management of Primary Health Care in Rural Ghana. 1978 (4 weeks). Employed by CIDA.  Evaluated public sector resources for managing primary health care, including training, supply chains and MCH services. 

Pioneered Contraceptive Social Marketing in Sri Lanka. 1972-75. Funded by IPPF.  Employed by PSI as its first country representative. Created nationwide social marketing program. Key activities:

  • Recruited and developed local managers and staff.
  • Designed large-scale before-and-after evaluative household survey of women of reproductive age and husbands.
  • Created and strengthened condom and oral contraceptive supply chains and sales points.
  • Introduced person-to-person contraceptive education in male and female workplaces. 
  • Created medical training and consumer education via direct mail. .
  • Developed nationwide mass media communication including radio, press and outdoor media.
  • Introduced Couple-Years of Protection (CYP) as indicator of efficiency and cost-efficiency of contraceptives.
  • Foreign journalists published articles in the New York Times, Psychology Today and The Geographic Magazine.

Owner/ Manager of Pharmaceutical Business in Canada. 1958-67 (10 years). Purchased, managed and developed a community pharmacy, including upgrading stock control/ supply chain methods and promotional activities. By 1965 the business ranked in the top 5% of Canada’s pharmacies for profitability.

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Click here to view my Social Marketing for Health: Did it All Begin with Condoms?
Social Marketing, Communications, Training, Business, Social Enterprise
Maternal, Reproductive & Sexual Health
Birth Spacing /Contraception
Child Nutrition, Oral Rehydration, Immunization
HIV/AIDS Control
Condom Programs
Supply Chain Security, Logistics and Essential Drugs Management
Monitoring & Evaluation
Long-term Positions
Selected Publications, Presentations & Reports
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Rural Basket Weavers, Pakistan
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