The Kit Yamoyo Anti-diarrhoea Kit
The Kit Yamoyo anti-diarrhoea kit was conceived by ColaLife, a UK Charity, which asked itself the question: Coca-Cola seems to get everywhere in developing countries, yet essential medicines don't. Why?
ColaLife studied Coca-Cola’s techniques and applied them to the design, marketing and distribution of a life saving diarrhoea treatment kit containing ORS and Zinc with dramatic results. Perhaps the most important finding was that in the 12 months of the trial we increased the % of children receiving the recommended treatment for diarrhoea from less than 1% to 45% through a process of human centred design and the use of the existing distribution channel to remote communities for fast moving consumer goods like Coca-Cola, sugar, salt, cooking oil etc.
Following a successful trial, ColaLife is now leading a scale-up of the approach in Zambia.
1 The product
The two commercial formats of the Kit Yamoyo anti-diarrhoea kit incorporate all the learning from a 12-month trial in two remote rural areas of Zambia. They are: the Screw-top and the Flexi-pack.
The contents are based on the WHO/UNICEF recommendations for a diarrhoea treatment kit but we have added soap to encourage hand washing and give us a device to promote prevention. Although there is a preventative element to the Zinc component as well. Both formats contain:
1.1 The Screw-top
For a better idea of how the mixing and cup features work please see the information leaflet shown below.
1.2 The Flexi-pack
The Flexi-pack was originally conceived as a refill for the Screw-top but is likely to become the primary product. It is cheaper and price is crucial in the markets that the kit is aimed at. Despite its apparent simplicity, the packaging it quite sophisticated. It is a gusseted bag which can be used to measure the water required to make the ORS.
The video below shows the Flexi-pack in action.
2 The components
Focus group work carried out before our trial started revealed that women had great difficulty measuring the 1 litre of water needed to mix the standard-issue ORS sachet. And in any case, a child will only drink an average of 400ml in a day and you are supposed to throw away any remaining solution after 24 hours. So, if you follow the instructions, you throw away more ORS than you use. This is a waste of ORS and water.
So the Kit Yamoyo ORS sachets a designed to make up just 200ml of solution with the packaging used as the measure for the water needed.
This led to 93% of Kit Yamoyo users mixing the ORS correctly compared to less than 60% of users who are given that standard 1 litre sachet. It also extended the number of days that ORS was given as there was no waste.
Following the trial, our pharmaceutical partner has started production of their own Zinc product. This gives us the opportunity to design our own packaging. We have had great success, through design, in increasing the adherence to the correct mixing of ORS and through this blister pack design we expect to increase adherence to the correct Zinc regime (10 days).
2.3 Information leaflet
The information leaflet for the Screw-top and the Flexi-pack are the same and are a double-sided, single-fold format. We have gone away from a tri-lingual design which very few people read to the use of minimal text and simple diagrams.
Further details of our work is available from our website: colalife.org