NGO Service Delivery Program (NSDP)
Overview
 Launched in 2002, the USAID-supported NGO Service Delivery Program (NSDP) Pathfinder International and eight partner organizations, supports a network of thirty-five NGOs to deliver essential health services at NGO-run 'Smiling Sun' (SS) clinics. Bangladesh Center for Communication Programs (BCCP) is the lead communication organization on this project, with Johns Hopkins Bloomberg Center for Communication Programs (CCP) providing technical assistance to BCCP.
Working through 318 urban and rural clinics, nearly 8500 satellite clinics and almost 8000 female depot holders nationwide, NSDP serves approximately 17% (20 million people) of the national population. The Essential Health Services Package (ESP) package offered at Smiling Sun clinics covers child health, maternal health care, reproductive health care, clinical and non-clinical family planning services, communicable disease control, tuberculosis, safe delivery including first aid emergency obstetric care, post-abortion care, and limited curative care.
Major Program Objectives:
• Expand the range and quality of services • Increase access to services by the poor
• Increase NGO institutional and financial capacity building
• Influence policy to expand the role of NGOs as health care providers
In 2003, NSDP requested Bangladesh Center for Communication Programs (BCCP) with CCP to develop an integrated communication strategy to support the NSDP program and its network of ‘Smiling Sun' services.
Entertainment Educational Serial National Media Campaign
TV Drama Serial
 “Enechhi Shurjer Hashi” (Bringing the Smiling Sun) a 26-episode drama serial, began broadcast on October 3, 2005, following a grand premier event held in Dhaka, September 21, 2005. Invitees to the premier included dignitaries from the GoB, NSDP partners, donors, drama celebrities, press and electronic media representatives and NGO representatives. Following the premiere, newspapers, electronic media and a word of mouth ‘buzz' ensued about the upcoming drama serial and its relation to Smiling Sun Clinics. The drama airs consecutively every Monday at 8.30 p.m. for 26 weeks on national television (BTV) in Bangladesh .
 Following the huge success of Shabuj Shathi, Shabuj Chhaya, Eyi Megh Eyi Roudro, Bangladesh Center for Communication Programs (BCCP), with technical assistance from Johns Hopkins Bloomberg School of Public Health Center for Communication Programs (CCP), produced its fourth EE TV drama serial “Enechhi Shurjer Hashi” for NSDP with financial support from USAID.
The main goal of the serial is to increase the number of men, women, youth and children, including the least advantaged, who understand and appreciate the value of health services for all aspects of family health. The serial also aims to increase the number who seek services at health clinics, such as Smiling Sun clinics for a wide range of health matters including maternal and child health, STIs/RTIs, HIV/AIDS, family planning and reproductive health.
Enechhi Shurjer Hashi depicts the every day joy and sorrow of human life through a complex family drama revolving around inheritance. The story revolves around Abdul Majid, the protagonist, and patriarch of a large family as he struggles to create stability and happiness. As Abdul Majid begins to fall ill, members of his family feud against one another over the family land and property. Though Majid senses the growing conflict among his children over the ownership of their father's property, greed ultimately ruins them. Side by side, the serial features health care facilities along with the hopes and dreams of the characters involved. One of the prominent characters, Ayesha, a paramedic in the local Smiling Sun Clinic, represents a positive light of hope and compassion in the serial, amidst the greed and cruelty. Committed to her work in mind, heart and soul, she tirelessly aims to help people in distress and improve their lives. Various problems and illnesses among villagers surface throughout the story. Villagers also find inspiration and hope from the helpful Abdul Karim, the son of Abdul Majid.
Throughout the series of events in Abdul Majid's family– numerous social and health related issues in everyday life, such as child health, maternal health, RTI/STI, family planning, HIV/AIDS, reproductive health etc, are addressed. Each episode is 25 minutes in duration, followed by a quiz capsule and health talk at the end of each episode which reinforces the key health messages for that episode.
Written and directed by Mr. Gias Uddin Selim,
national award winning prominent playwright and director
of this country, Enechhi Shurjer Hashi features
frontline popular TV artists in Bangladesh .
Enechhi Shurjer Hashi (Bringing the Smiling Sun) is not only the name of a drama, it symbolizes the tireless effort of committed people spreading ‘light into darkness' amidst social and physical diseases in Bangladesh .
"Enechhi Shurjer Hasi," or "Bringing the Smiling Sun" has recently received two nominations for the prestigious Meril Prothom Alo Star Performance Awards for Bangladesh television. Joya Ashan and co-star Chanchal Chowdhury have been nominated for Best Actress and Best Actor, respectively, for their performances in the popular drama.
Supporting Promotional materials
To promote the drama, BCCP with support from CCP developed a mass media promotional campaign with TV, radio (10” TV trailers, 30” radio trailers), posters, print ads in press and magazine. The promotional campaign reinforces some of the core health messages in the drama, the importance of seeking services, and what NSDP Smiling Sun clinics are about.
Jaya Ahsan as Brand Ambassador
Jaya Ahsan played the role of “Ayesha” in the drama ( Enechhi Shurjer Hashi , Bringing the Smiling Sun) and was later selected to be the ‘'Brand Ambassador'' for the Smiling Sun Clinics. As a very popular and appealing actress, Jaya is making a tour to select clinic areas to promote the serial and talk about Smiling Sun services. In addition, various promotional & BCC print materials feature Jaya including billboards, leaflets, posters, stickers, and danglers.
Popular Endorsements - Mohammad Rafique
Mohammad Rafique, the most popular sports personality (cricket) in Bangladesh , signed a contract with NSDP to become a spokesperson for maternal and child health care. NSDP is using his image to encourage men to take more care of their wives during pregnancy (ANC), delivery, post partum care (PNC), neonatal and in child health. As part of the campaign several activities, BCCP planned several activities including TV spot production, print materials and visits to Smiling Sun clinics.
A 30 second TV spot featuring Rafique encourages Bangladeshi men, whose wives are pregnant, to prepare just as thoroughly for their wives impending deliveries as he prepares for every match in which he plays. The TV spot aired seven times during the three one-day international cricket matches between Bangladesh and Sri Lanka in August and 10 times in December , 2005. Airtime sponsor was Standard Chartered Bank and by Dettol soap.
 Smiling Sun Billboards create a synergy with the TV drama serial by reinforcing the logo, key themes in the drama and health messages. Using Jaya Ahsan's (Brand Ambassador) picture in the service provider's role, the billboard messages focus on the three main categories of health services, including child health (EPI/ARI), maternal health (ANC) and general health. Billboards with specific health messages have been placed in strategic places near clinic catchments areas where the clinic performance for that particular ESP service is low. A total of 150 billboards are strategically placed throughout the country.
Community-Based Activities
To increase customer flow at the service delivery sites, community-based BCC activities have been designed in conjunction with the local NGOs and clinics, to reinforce the messages in the TV drama serial. NGO clinics are charged with implementing the community level activities with supervision by the head office, each one will cater needs to the local region, based on resources available and priorities.
Local-level Drama Premieres
A total of 318 NSDP SS clinics held drama premieres at their respective clinics within one week of the national premiere. With huge success, the clinics invited local influential such as GoB partners, religious leaders, media, satisfied customers, other stakeholders, including the least advantaged members of the community to attend the premiere show.
“Enechhi Shurjer Hashi” for the least advantaged
Since a large number of the program's target audience do not have access to TV, activities catered to the least advantaged compliment the media. Clinic staffs arrange for special events on the day of telecast whereby any member of the community can come and watch the serial. Clinics make prior announcements on a weekly basis in the community about the show, inviting especially their least advantaged customers, to watch.
Service-Level Campaign & Activities
 Special Health Service Promotion “Special Service Week”
To increase customers' use of Smiling Sun Clinics, an additional offer has been designed to offer free/or discounted services to SS customers while focusing on particular ESP services, called the "Special Service Week" promotion. The promotion started with the initial broadcast of the serial and continues every month. The ‘weekly special' is based on the specific health messages delivered in the drama that week, and serves to reinforce those messages as well as encourage people to visit the clinic to seek advice on or treatment under those specific services. This promotion runs in both static and satellite SS clinics.
 Promotion advertising is done through ‘miking,' posters, leaflets, banners, stickers, and other local medium. Customers who take advantage of these health offers receive take-away materials such as SS stickers, calendars, and danglers designed and produced by BCCP.
Visit by Brand Ambassador Jaya Ahsan (Ayesha)
A visit by Jaya will compliment the special promotional activity in districts which will take place at district head quarters. Large gatherings are arranged in different venues including hotels, district auditoriums and other community places. Important stakeholders, NGO personnel, Smiling Sun Clinic representatives from the nearby district clinics, local press and local elites are invited to meet the Brand Ambassador Jaya Ahsan and have a special evening with her. The purpose of the visit is to promote the image of Smiling Sun Clinics and her association with it. Jaya also reinforces the importance of health and the associate drama serial during her visits to communities.
 Inspirational Video: In order to strengthen quality services at Smiling Sun Clinics towards the least advantaged customers and the mother & child, BCCP for NSDP produced an inspirational video on the importance of sustainability of the Smiling Sun NGO clinics. In this video, Jaya Ahasan, the brand ambassador for Smiling Sun Clinic delivers inspirational speeches to the service providers including all staff of the clinics/NGO to provide quality services to the customers especially the least advantaged. This video has been made available for all clinic staffs to watch and understand the messages and act accordingly. The video is also used for other BCC/counseling training programs organized by NGO/clinics.
Clinic Signboards: All SS clinics received new signboards prior to the drama broadcast to attract customers' attention towards the clinics.
Directional Signboard for Static Clinic/Satellite Clinic Banner: All static and satellite clinics now feature new directional signboards and clinic banners.
Bags for all clinic staff, badge & leaflet for depot holder: During the campaign period, clinic staff received new bags to use for official purposes during working hours. Depot holders also received a smiling sun badge for the first time and a leaflet from NSDP, all designed and produced by BCCP. |
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