The United States Agency for International Development (USAID)-funded Azerbaijan Reproductive Health & Family Planning (RH/FP) Project will launch a social marketing promotion for private sector pharmacies as part of the ongoing National Pomegranate Campaign “Pregnancy Planning – Choose the Right Time!”. The goal is to increase public awareness about modern contraception as the safest and most reliable way to plan a healthy pregnancy and encourage pharmacies to offer consumers the widest possible choice of quality contraceptive products. Nearly 100 pharmacies in Baku/Absheron, Aghsu, Kurdemir, Goychay, Ismayilli, Shamakhi, and Sheki are expected to participate. The promotion will run from March to May 2010 and is being organized in collaboration with the  Ministry of Health, the United Nations Family Planning Agency, Development & Empowerment of Youth (DEY) and two international pharmaceutical companies, Bayer Schering Pharma and Gedeon Richter Ltd.

In Azerbaijan, limited access to modern contraception and lack of public information about the range of available methods contribute to low use of contraception. Only 14% of married couples use modern contraception in comparison to neighboring countries like Turkey (43%) and Russia (53%). Since 2004, the USAID-funded Azerbaijan RH/FP Project has been  working with private sector partners to expand contraceptive supply channels and train pharmacists on the latest information about modern contraceptives. Couples are encouraged to consult with their doctor to choose a method that best meets their needs. Two international pharmaceutical companies, Bayer Schering Pharma and Gedeon Richter, and the UNFPA are supporting these efforts by making available legally-registered brands of quality contraceptives for commercial sale including a  variety of combined oral contraceptives pills, IUDs, condoms, and emergency contraception.

Consumers can identify pharmacies participating in the campaign by looking for Pomegranate logo door signs and posters with the slogan “Pregnancy Planning - Choose the Right Time!” These pharmacies offer a variety of quality contraceptives for sale and provide informational brochures about contraceptive methods free of charge.