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 Social Marketing, Communications, Training, Business and Social Enterprise

My work in Social Marketing, Communications, Training, Business and Social Enterprise began with my pharmaceutical marketing business in Canada. I sold that business and became the chief pharmacist for the government of St. Lucia, where I trained student dispensers and reorganized the supply chain for medical supplies. These pharmaceutical jobs provided a great foundation for my long Maternal-Newborn-Child career including Social Enterprise development.

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 social enterprise, 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 business 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, 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).

National Health Programs in Pakistan. 2009 (1 mo)  Employed by the World Bank.  Assessed achievements, Management systems, Financing, Monitoring & Evaluation systems, for National Polio Eradication Program, National TB Control Program and National Lady Health Workers Program. Produced recommendations.

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.

Planned Behavior Change Component of National Nutrition Program in Bangladesh.  2003 & 2004 (5 mo). Employed by JHU/CCP and UNICEF. Funded by World Bank. Wrote BCC component of National Nutrition Project. Designed training workshops.  Developed capacity of UNICEF to manage communications.

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 required 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. 

Social Marketing of HIV/AIDS prevention in Namibia. 2002 (5 mo). Employed by Marie Stopes Int. (UK).  Funded by KfW. Helped 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

Assessed BCC Project for National Social Action (SAP) Programme in Pakistan. 1998-99. (6 wks) Employed by CIDA and Cowater International. Evaluated feasibility of adding communication (SAPCOM) project to the SAP.

Evaluation of Family Planning activities operated 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.

Planned Human Resource Development for Bangladesh Ministry of Health & Family Welfare. 1997 (3 mo). Employed by World Bank. Evaluated current manpower supply; produced Human Resource Development Plan.

Evaluated International Training of Bangladesh Public Sector Health Managers.  1996-97. (3 mo). Employed by Johns Hopkins Population Communications Program. Funded by USAID. Designed & managed assessment of USAID’s International Training Program for family planning officers employed by Bangladesh Government.

Planning at Bangladesh Center for Communication Programs (BCCP). 1996 and 2001 (6 wks). Funded by USAID. 

  • 1996: Employed by Prospect Associates. Assisted BCCP to plan Green Umbrella BCC campaign.
  •  2001: Employed by Johns Hopkins University to evaluate BCCP’s Strategic Plan. 

Produced National Nutrition Plan for Mothers & Children in Pakistan.  1995-1996 (5 mo). Employed by World Bank.  Produced Nutrition Plans for four provincial Health Departments.

Planned Social Communication Institute in Bangladesh. 1994. (3 wks) Employed by Population Services Int. Funded by World Bank. Produced plan for creating a private sector social communications institute.

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: Social enterprise: 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.

Produced Communications for Child Survival in Indonesia. 1985-1989 (4 years).  Employed by Academy for Educational Development as Resident Advisor for Health Communication. Funded by USAID. 

  • Developed plan for large-scale capacity building of community volunteers for diarrhea control. 
  • Designed social marketing of hand-washing test and oral rehydration salts (ORS). 
  • Designed video-based advocacy campaign for tetanus immunization for “Brides-To-Be”.
  • Produced communication component for Indonesia’s first national HIV/AIDS prevention programme. 

Planned National Oral Rehydration Salts (ORS) Distribution for Government of Sri Lanka. 1985 (2 wks). Employed by UNICEF. Developed strategy to shift national ORS supply chain from public sector to private sector.

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. 

Evaluation of Education Project in India. 1979 (6 wks). Employed by Overseas Book Centre, Ottawa. Funded by CIDA. Assessed usage of donated textbooks among health and education colleges throughout India. 

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. 

Development of Training Skills among outbound CUSO volunteers. 1976 and in 1977 (3 wks). Employed by CUSO. Developed capacity of outbound Canadian professionals to transfer their skills to counterparts in developing countries. Used video feedback training technique.

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, mentored and trained 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.

Manager of Medical Supplies and Training of Dispensers for Government of St. Lucia. 1969-71 (2 years). Employed by Health Department, Government of St. Lucia. Supported by CUSO. Created National Drug Formulary. Organized import and supply chain system for medical supplies. Trained dispensers.

Owner/ Manager of Pharmaceutical Business in Canada. 1958-67 (10 years). Purchased, managed and developed a community pharmacy business, 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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