NetMark launches in Nigeria

In an effort to reduce malaria deaths on a broad scale, the United States Agency for International Development (USAID), has joined forces with six major international and African net and insecticide manufacturers in a landmark public/private partnership conceived to simultaneously build the supply of and demand for these insecticide treated nets.

The program, called "NetMark," is managed by the Academy for Educational Development (AED), a Washington, D.C.-based nonprofit organization dedicated to positive social change. NetMark's goal is to make affordable, lifesaving ITNs commercially available on a national scale in Ghana, Nigeria, Senegal and Zambia. NetMark and its partners launched nationwide sales in Zambia last November, and will be launching on April 25th in Nigeria to commemorate Africa Malaria Day. NetMark and its partners will team up with the Government of Nigeria's massive effort to raise awareness and increase use of ITNs, particularly among high risk populations such as pregnant women and children under five. NetMark and its partners will begin distributing a range of high quality and affordable ITNs through convenient commercial outlets. Sales will be supported by an integrated campaign that includes multi-language radio, TV and grass roots education and promotion. ITNs will be procured, packaged and distributed by the commercial sector without subsidy for $5-$7.

USAID is funding the NetMark program in Ghana, Nigeria, Senegal and Zambia through shared investment by the commercial sector. Commercial partners include: global insecticide manufacturers Aventis Environmental Science, BASF, and Bayer; Vestergaard Frandsen, makers of a long-lasting pre-treated net; Siamdutch Mosquito Netting Co, Ltd., the world's largest net manufacturer; and A to Z Textiles, Africa's largest net manufacturer. Each commercial partner, along with their distributors, will be responsible for the procurement, distribution, management and promotion of their branded ITNs. These companies are expected to contribute millions of dollars in excess of USAID's investment.

If successful, the NetMark model will provide a model that public/private partnership model that could be applied to other critical health products and services. Unlike many donor funded programs that require increased investment over time as the scope of the activity increases, the NetMark model leads to increased investment and ownership by the private sector, and a decreased need for public funding.

Other NetMark partners include FCB advertising, Africa's largest advertising agency and fifth largest worldwide, and Group Africa, a major African consumer promotion company. The two agencies will work with AED to develop a world class communication campaign across Africa to promote the correct and consistent use of this simple, yet life-saving technology.

The bulk of USAID's time-limited investment will go towards research and an umbrella marketing effort that will link the commercial partners' products to the campaign with a NetMark logo. Consumers will be encouraged to buy net kits (the net and insecticide treatment) and to retreat the nets as often as directed by the manufacturer.

NetMark's partners project sales of 7.4 million nets and 17.3 million insecticide retreatments by October 2004, which will provide protection to more than 15 million African children. Prices will range from $3.50 to $7.50 for a "net kit" (net plus insecticide treatment) or long-lasting net. Insecticide treatments will range from $.50 cents to $1.50.

The NetMark program will undoubtedly make a great contribution in helping the World Health Organization-led "Roll Back Malaria" movement achieve its goals. A significant increase in ITN use will yield immediate results.