Social marketing of Diarrheal Treatment Kits in Cambodia

The American and Cambodian Red Cross Societies and Population Services International Cambodia introduced a diarrheal treatment kit (DTK or Orasel KIT®) in the Siem Reap province of Cambodia. The DTK is the first bundled diarrhea product to be socially marketed worldwide. The DTK consists of 2 sachets of low-osmolarity oral rehydration salts and 10 tablets of 20 mg dispersible zinc.. Orasel KIT was promoted by Red Cross volunteers to treat dehydration as well as reduce severity and duration for diarrhea episodes.

A two-stage random cluster survey was conducted to assess product knowledge and current practice. The surveyors interviewed 125 mothers with children under age two in 17 study villages. Additionally, the project's volunteer leaders recorded simple and severe diarrhea cases, kits sold, as well as volunteer home visits and community hygiene activities as part of a community-based surveillance system.

The DTK was introduced on a pilot basis using a social marketing scheme in 40 rural villages. Volunteer promotion activities (home visits and ‘edu-tainment' sessions) began in April 2006. Village committees were formed to oversee all kit transactions. Volunteers retained a small portion of revenues as an incentive while the remaining monies were managed by the committee as an emergency fund to support transportation to the health centers for severe diarrhea and other childhood illnesses.

Preliminary data found that 794 kits have been sold as of December 2006 in the 40 target villages. A majority of women (68% in DTK versus 26% in non-DKT villages) recognized Orasel KIT®. In DTK villages, 72% of women reported using ORS during their child's last diarrhea episode compared to 56% of women in non-DTK villages.

Initial pilot findings indicate that the introduction of bundled DKT for diarrhea control has been successful. The overall use of ORS has also significantly increased. Results are currently being shared with the MOH, PSI and USAID to assess the feasibility of a national scale-up of activities.