Agence Ivoirienne De Marketing Social

What Agence Ivoirienne De Marketing Social does

Agence Ivoirienne de Marketing Social (AIMAS) is a non-governmental, non-profit social marketing organization founded on December 11, 1991, and headquartered in Abidjan (Cocody), Côte d'Ivoire. It implements donor-funded public health programs focused on sexual and reproductive health, family planning, HIV/STI prevention, and — more recently — maternal/child health, malaria, and COVID-19 prevention. AIMAS contributes approximately 40% of Côte d'Ivoire's national Couples-Years-Protection (CAP) metric, sells male condoms (Prudence, Complice) and hormonal contraceptives (Confiance pills, Harmonia injectables, Pregnon1 emergency contraception, Enova implants), and operates the BelFam social franchise network of approximately 30 franchised health centers. Its infrastructure also includes the Centre de Stratégie Média (CSM), an in-house audiovisual production unit established in 1991.

AIMAS distributes health products through a multi-channel network covering the quasi-totality of Côte d'Ivoire's private pharmacies and more than 10,000 consumer product points of sale, complemented by five regional antenna offices (Yamoussoukro, Daloa, Korhogo, San-Pedro, Divo), a mobile clinic, a Mobile Video Unit, and a community-based distribution system using Community Health Agents. From 2016 to 2021, the organization sold over 153 million male condoms and more than 20 million hormonal contraceptive units. Its behavior-change methodology combines mass-media communication (TV, radio, billboards, social media) with peer education, school programs, mobile outreach clinics (consultations foraines), and continuous behavioral research (TRaC and MAP studies). Recent CSM services have been extended externally to UNICEF, JHU/CCP, PROMACO (Burkina Faso), and PSI Togo.

AIMAS operates as a non-profit association under Ivorian law (loi N° 60-315), governed by an Assembly General, a Board of Directors, an Executive Director, and an external financial auditor. It holds a pharmaceutical establishment license (agrément) from the Ministry of Health (MSHPCMU) granted in 2019. Its revenue is overwhelmingly derived from international development grants — KfW, USAID, AFD, World Bank, UNFPA, and OOAS — with KfW historically the largest funder, providing €89.4 million across two programs (1995-2021 and 2019-2025). The organization maintains a diversified donor base but remains structurally dependent on continued bilateral cooperation, particularly German financing through KfW.

Name

Agence Ivoirienne De Marketing Social

Legal name

Agence Ivoirienne de Marketing Social

Website

https://aimas.org

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

51–100 employees

Short description

AIMAS is a Côte d'Ivoire-based non-profit social marketing organization that distributes contraceptives, operates a 30-center health franchise (BelFam), and runs donor-funded public health programs in family planning and HIV/STI prevention. It serves low-income populations, women, and youth nationwide.

Ownership category

akta.pro rank

Product category

Public Health Social Marketing

NAICS

Voluntary Health Organizations (813212), Social Advocacy Organizations (8133), Human Rights Organizations (813311)

SIC

Pharmaceutical Preparations (2834), Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122)

akta.pro industry

PRIMARYBPADAIAD

Sexual & Reproductive Health & Family Planning (SRH/FP) Programs

Business & Public Services/International Organizations & Development/Global Health & Population Programs

SECONDARYHLAJAKAO

Global Health Advocacy, Policy & Rights Organizations

Healthcare & Life Sciences/Public Health, Government & Regulators/Global Health & Development Agencies (NGOs/Multilaterals)

SECONDARYBPADAIAA

Communicable Disease Prevention & Control (HIV/AIDS, TB, Malaria, NTDs)

Business & Public Services/International Organizations & Development/Global Health & Population Programs

Keywords

• Social marketing
• Family planning services
• HIV prevention programs
• Reproductive health products
• Behavior change communication

Headquarters

HQ city

Abidjan

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Donor-funded project implementation: AIMAS operates as a non-profit NGO that implements various donor-funded public health projects and programs. Funding comes from international development partners for family planning, HIV prevention, and other health initiatives. Revenue is not generated from product sales but from project financing.
2. Social marketing product distribution: Distributes contraceptive products (condoms, pills, injectables) through pharmaceutical channels and the BelFam franchise network. Products are sold at affordable prices to generate demand and improve accessibility. Free samples are distributed during outreach campaigns.

Go-to-market motion2 records

Distribution channels7 records

Marketing channels10 records

Core offering

A non-governmental, secular, non-political, non-profit social marketing organization that implements donor-funded public health programs in Côte d'Ivoire focused on sexual and reproductive health, HIV/STI prevention, and family planning. The organization distributes affordable branded contraceptive products (condoms, oral pills, injectables, implants, emergency contraception) through private pharmacies and an extensive retail network, operates a social franchise of quality-assured health centers (BelFam®), and produces behavior change communication campaigns via its in-house Centre de Stratégie Média (CSM).

Product overview

AIMAS operates as a social marketing organization offering a portfolio of health products centered on sexual and reproductive health. Its core product offerings include male condoms (Prudence® and Complice®) and hormonal contraceptives (Confiance® oral pills, Harmonia® injectables, Pregnon1® emergency pills, and ENOVA implants). These products are distributed through pharmaceutical channels, retail outlets, and the BelFam® social franchise network of approximately 30 franchised health centers. Additionally, AIMAS operates a Centre de Stratégie Média (CSM) that provides audiovisual production services for behavior change communication campaigns. The organization contributes approximately 40% of the national couple-years-protection (CAP) and has distributed over 153 million condoms and 39 million contraceptive units from 2016-2021.

Differentiator

Problem solved

Functional benefit

Brands

• BelFam: Social franchise network comprising public and private health centers offering quality sexual and reproductive health services, family planning consultations, and modern contraceptive methods.
• Prudence
• Complice
• Confiance
• Harmonia
• Pregnon1
• Enova
• Centre de Stratégie Média (CSM)

Products and services

• Prudence® Male condom brand distributed under AIMAS's social marketing portfolio, marketed as an affordable option for HIV/STI prevention and family planning among vulnerable populations in Côte d'Ivoire.
• Complice® Male condom brand in the AIMAS contraceptive social marketing range, positioned for the general population with subsidized, affordable pricing.
• Confiance® Branded oral contraceptive pill distributed by AIMAS for modern family planning, targeted at women of reproductive age in Côte d'Ivoire.
• Harmonia® Injectable contraceptive brand in the AIMAS portfolio, providing a long-acting hormonal contraceptive option distributed through pharmacies and health facilities.
• PREGNON1® Emergency contraceptive pill distributed by AIMAS, intended for use within 72 hours after unprotected intercourse to prevent unintended pregnancy.
• ENOVA Long-acting contraceptive implant offered through AIMAS social marketing channels, providing multi-year pregnancy prevention at subsidized prices.
• BelFam® Social Franchise Network Network of approximately 30 quality-assured public and private health centers across Côte d'Ivoire that provide standardized family planning and reproductive health services, supported by Community Health Animators for client follow-up.
• Centre de Stratégie Média (CSM) In-house audiovisual production and communication strategy unit that conceives, produces, and broadcasts behavior change communication campaigns (TV, radio, print, digital) including programs aired on national broadcaster RTI.

Quantifiable outcome

• 22 years of operational experience implementing public health programs
• +4 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered minor, major and core.

• OOAS (West African Health Organization)minorStrategic or Co-development PartnerTechnical partner for SWEDD regional project implementing communication campaigns across West Africa.
• PSI/CI (Population Services International Côte d'Ivoire)majorStrategic or Co-development PartnerPSI/CI is a partner NGO working in social marketing for health. AIMAS partnered with PSI/CI in December 2024 for recruitment processes and program implementation.
• Ministry of Health (MSHP)coreStrategic or Co-development PartnerGovernment partner providing oversight, approvals, and coordination for public health programs. AIMAS works under the National Mother and Child Health Program (PNSME) framework.
• JHU/CCP (Johns Hopkins University - Center for Communication Programs)minorStrategic or Co-development PartnerInternational development partner receiving audiovisual production services from AIMAS CSM.
• PROMACO (Burkina Faso)Channel Partner/ Reseller/ DistributorBurkina Faso NGO receiving communication and media production services from AIMAS.
• PSI TogominorChannel Partner/ Reseller/ DistributorTogolese PSI affiliate receiving communication services from AIMAS CSM.
• RTI (Ivorian Radio and Television)majorChannel Partner/ Reseller/ DistributorIvorian national broadcaster. Partnership for broadcasting educational programs, spots, films, and TV shows produced by AIMAS CSM.
• Direction des Infrastructures, de l'Equipement et de la Maintenance (DIEM)majorStrategic or Co-development PartnerGovernment body implementing Component 1 of the PRSS health system strengthening project. Cooperates with AIMAS for Component 2.
• Programme de la Santé de la Mère et de l'Enfant (PNSME)majorStrategic or Co-development PartnerNational program under Ministry of Health. Cooperates with AIMAS for reproductive health projects and contraceptive distribution.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• FHI 360: Large global health and development organization implementing donor-funded SRH and HIV programs worldwide, often in partnership with country-level NGOs. Overlaps with AIMAS as a donor-funded SRH program implementer.
• Jhpiego: International health NGO affiliated with Johns Hopkins implementing maternal and reproductive health programs globally. Overlaps with AIMAS in family planning service delivery, training, and donor-funded public health projects in West Africa.
• UNFPA Supplies Partnership: UNFPA is a major AIMAS funder and also a global implementer of reproductive health programming. Broader incumbent in the same SRH program space, with overlapping objectives and donor relationships.

Direct peers

• Population Services International (PSI): Global social marketing NGO originally implementing AIMAS's condom programs in 1991. Operates affiliate PSI/CI in Côte d'Ivoire and partners with AIMAS on recruitment and program delivery — direct functional peer in social marketing of SRH products.
• Society for Family Health (SFH) Nigeria: Nigerian social marketing NGO distributing contraceptives, condoms, and reproductive health products through pharmacy and retail networks. Closely comparable scale, product portfolio, and donor-funded operating model to AIMAS.
• Greenstar Social Marketing (Pakistan): Pakistan's leading social marketing organization for family planning and reproductive health, distributing contraceptives through a nationwide franchise and pharmacy network. Comparable franchise-plus-pharmacy distribution model to AIMAS's BelFam + pharmacy approach.
• PROMACO (Burkina Faso): Burkina Faso social marketing NGO and active client of AIMAS's CSM media unit. Direct functional peer in SRH social marketing across Francophone West Africa, with overlapping distribution and communication strategies.
• Association Béninoise pour le Marketing Social (ABMS): Beninese social marketing NGO distributing contraceptives and SRH products through pharmacy networks and behavior change campaigns. Same model as AIMAS — Francophone West African social marketing for family planning and HIV prevention.
• DKT International: Social marketing organization distributing contraceptives and reproductive health products across Africa. Directly comparable to AIMAS in product portfolio (condoms, hormonal contraceptives), distribution model, and target populations.

Emerging players

• Pathfinder International: Global reproductive health and family planning NGO implementing programs in Francophone West Africa. Partial overlap with AIMAS in SRH service delivery and donor-funded program implementation, particularly under SWEDD.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/playlist?list=PL_EGbdp_eGXLTuCmsnkifGSPcjAtV4ZnX
• Facebookfacebook.com/aimasci
• LinkedInlinkedin.com/company/aimas-agence-ivoirienne-de-marketing-social

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Agence Ivoirienne De Marketing Social