December 9, 2010 (Updated March 2015)
The Health Policy Project (HPP) is a five-year cooperative agreement funded by the U.S. Agency for International Development (USAID) under Agreement No. AID-OAA-A-10-00067, beginning September 30, 2010. The project is managed through the USAID Office of Population and Reproductive Health (PRH), with additional core and field support provided by the Office of HIV/AIDS (OHA), Office of Health, Infectious Diseases and Nutrition (GH/HIDN), regional bureaus, and Missions. It is implemented by Futures Group, in collaboration with Plan International USA, Futures Institute, Partners in Population and Development Africa Regional Office (PPD ARO), Population Reference Bureau (PRB), RTI International, and the White Ribbon Alliance for Safe Motherhood (WRA).
1.0POSITIONING
1.1Project Name
The Health Policy Project (HPP) name applies to all activities and public communications funded by USAID through the Cooperative Agreement. In external communication, whenever possible, the full name of the project should be used. As needed, the project may be abbreviated as HPP.
1.2 Project Logo
Because the Health Policy Project is implemented by a consortium of seven organizations, we propose using a stand-alone logo to represent the project (see below). The HPP logo may be used in either the horizontal or vertical orientation, depending on the design of the product. HPP will brand all materials and products specified in the marking plan with its logo and the USAID identity. Whenever the HPP logo is used, USAID’s logo will also appear of equal size and prominence. If the activity is HIV-funded, the PEPFAR logo will also appear.
2.0PROGRAM COMMUNICATIONS AND PUBLICITY
2.1Audiences
The Health Policy Project has the following target audiences, with whom it will promote and publicize USAID sponsorship:
2.1.1Primary audience: Host-country populations, including government officials, policymakers, civil society, universities and training institutions, private sector representatives, and other groups involved in or related to the health sector (e.g., faith-based organizations, women’s groups, the media, businesses, and networks and groups of people living with HIV).
2.1.2Secondary audience: Host-country clients of FP/RH, HIV, MH, and other healthcare programs and services, and other individuals who influence uptake of services; international donor agencies; foundations; other Bureau of Global Health cooperating agencies and contractors; and public health researchers.
2.2.Communications and/or Program Materials
The Health Policy Project will prepare a brochure describing its key objectives and areas of work. This brochure will be distributed electronically and in hard copy. Other communication materials listed in Table 1 will be used to promote the project, as appropriate to the audience and setting.
2.3Main Program Message
The Health Policy Project helps developing countries strengthen policy, advocacy, and governance for strategic, equitable, and sustainable health programming.
2.4Public Announcement and Promotion of HPP
The project’s products and services are the primary means of communications and publicity. All such products will include the HPP logo and USAID identity and clearly show that funding is from the American people. As appropriate, HPP will also promote project resources at conferences, workshops, training sessions, and other meetings it attends or sponsors. In-country promotion will depend on the wishes of the USAID Mission and local counterpart agencies.
Examples of public announcements:
- Project activities (e.g., acknowledgment at training workshops)
- Promotion of technical publications and overall project results
- Training curricula
- Success stories (disseminated through the Health Policy Project website(s), USAID listservs, and e-newsletters, etc.)
- Beneficiary testimonials
- Announcements of research findings or release of a new study
3.0ACKNOWLEDGMENTS
3.1USAID and Project Logos
All documents and materials produced by the cooperative agreement will follow USAID’s branding requirements for assistance instruments. Both the HPP logo and the USAID standard graphic identity will be prominently featured on project materials as specified in the marking plan. See Annex 2 for a sample HPP technical report cover and inside cover. If HIV-funded, the PEPFAR logo should also be included.
3.2Acknowledging USAID and the Health Policy Project Cooperative Agreement
The following acknowledgment will be included on HPP external and internal publications, such as semi-annual reports, as appropriate. If the activity is HIV-funded, add the sentence highlighted in yellow.
The Health Policy Project is a five-year cooperative agreement funded by the U.S. Agency for International Development under Agreement No. AID-OAA-A-10-00067, beginning September 30, 2010. The project’s HIV-related activities are supported by the U.S. President’s Emergency Plan for AIDS Relief (PEPFAR). It is implemented by Futures Group, in collaboration with CEDPA (part of Plan International USA), Avenir Health (formerly Futures Institute), Partners in Population and Development, Africa Regional Office (PPD ARO), Population Reference Bureau (PRB), RTI International, and White Ribbon Alliance for Safe Motherhood (WRA).
This acknowledgment language can be modified as needed to indicate other program or project funding.
The following disclaimer will also be included on external HPP publications, the website, and internal publications, such as semi-annual reports, as appropriate.
The information provided [in this document] is not official U.S. Government information and does not necessarily represent the views or positions of the U.S. Agency for International Development.
3.3Acknowledging Host-Country Governments
As HPP strives, in part, to improve national health policies and, at the same time, build local capacity and ownership, host-country ministries will be key partners of the project. Based on past experience, the project can expect to work in approximately 30–35 countries. Policies, strategies, plans, and guidelines that are to be positioned as coming from host-country governments will be automatically exempted from USAID branding requirements (see Section 4.2).
3.4Acknowledging Other Host-Country Partners
As HPP strives, in part, to build capacity of civil society policy champions, strengthen capacity of universities and other training institutions to sustain in-country policy-related capacity, and improve multisectoral coordination and implementation of policies and programs, civil society, educational, and private sector groups will be key partners of the project. When working with in-country partners and grassroots organizations, recognizing contributions of partners is essential for building local capacity, increasing in-country ownership and validation of project activities or findings, and highlighting the ways in which the U.S. Government works collaboratively with others. As appropriate, HPP will include the logos of civil society, educational, and private sector groups on HPP-funded products when these organizations have contributed significant funding or in-kind support to the activity, or to promote local ownership and capacity building. Policies, strategies, plans, curricula, and guidelines that are to be positioned solely as coming from in-country organizations (such as NGOs, faith-based groups, universities, and businesses) are automatically exempted from USAID branding (see Section 4.2). In all other cases, USAID approval is required for exceptions to USAID branding requirements.
4.0MARKING PLAN
The USAID Marking Plan for HPP, under Cooperative Agreement No. AID-OAA-A-10-00067, includes the following:
- Materials to be produced
- Presumptive and other exceptions from USAID branding requirements
- Provision of materials to the AOTRs, and
- Branding requirements for sub-awards
4.1Marking Plan for Materials to be Produced
Table 1 outlines the types of materials that will be produced under HPP. Any materials that are not anticipated below, but are produced under HPP, will adhere to the basic guidelines and intent described in this branding strategy and marking plan. Please note that marking is not required on items used as part of the administration of the cooperative agreement, such as stationery products, equipment, and offices. Thus, letterhead, name tags, business cards, computers, and office space will not use the USAID standard graphic identity and are not subject to branding.
TABLE 1. MARKING PLAN FOR MATERIALS TO BE PRODUCEDType of Materials / Type of Marking* / Where Marking Placed
Technical
Technical reports, studies, and analyses / USAID and project logos / Front cover
Briefing papers, memoranda, and policy recommendations / USAID and project logos / Front cover
Training materials and manuals / USAID and project logos / Front cover
HPP website / USAID and project logos / Homepage
Software / USAID and project logos / Incorporated into the splash screen/menu and printed on the software packaging
Electronic newsletters / USAID and project logos / Front page
CD-ROMs / USAID and project logos / Printed on the CD label, splash screen/menu, and packaging
PowerPoint presentations / USAID and project logos / Title slide
Conference posters / USAID and project logos / Bottom of poster
Flyers and factsheets / USAID and project logos / Depending on the design, USAID logo may appear on the front page or in the acknowledgements or contact information section
Videos / USAID and project logos / Opening and/or closing title sequences, as appropriate
E-learning courses / USAID and project logos / Opening and/or closing title sequences, as appropriate
Promotional
Event signs, banners, and exhibition booths / USAID and project logos / Printed on the materials
Project promotional materials (e.g., success stories, beneficiary testimonials, announcement of research findings or project results) / USAID and project logos / Printed on the materials; depending on the design, USAID logo may appear on the front page or in the acknowledgements or contact information section
Materials for policy launch events / See Table 2: Materials follow same branding strategy as the actual policy document. / See Table 2
* If the activity is HIV-funded, the PEPFAR logo will also be included.
4.2Exceptions from Marking
Some materials produced by HPP may be eligible for exception from marking (i.e., “no branding). Materials excepted from marking are listed in Table 2. The AOTR or Mission may approve no branding when branding would:
- Compromise the intrinsic independence or neutrality of a program or materials where independence or neutrality is an inherent aspect of the program and materials. This includes, but is not limited to, the following: election monitoring or ballots, and voter information literature; political party support or public policy advocacy or reform; independent media, such as television and radio broadcasts, and newspaper articles and editorials; and PSAs or public opinion polls and surveys.
- Diminish the credibility of audits, reports, analyses, studies, or policy recommendations whose data or findings must be seen as independent.
- Undercut host-country government “ownership” of constitutions, laws, regulations, policies, studies, assessments, reports, publications, surveys or audits, PSAs, or other communications better positioned as “by” or “from” a cooperating country ministry, organization, or government official.
- Impair the functionality of an item, such as sterilized equipment or spare parts.
- Incur substantial costs or be impractical, such as items too small or other otherwise unsuited for individual marking, such as food in bulk.
- Offend local cultural or social norms, or be considered inappropriate on such items as condoms, toilets, bed pans, or similar commodities.
- Conflict with international law, such as the international recognized neutrality of the International Red Cross (IRC) or other organizations.
- Deter achievement of program goals, such as cooperating with other donors or ensuring repayment of loans.
We request that policies, strategies, and guidelines to be positioned as from a host-country government or host-country partners receive a presumptive exception to USAID branding requirements, as described in Table 2. The AOTR must approve other exceptions to USAID branding for core-funded materials. For materials funded with field support, the Mission must approve other exceptions to USAID branding requirements. Approvals will be obtained via email communications.
TABLE 2. EXCEPTIONS FROM MARKINGType of Materials / Type of Marking / Where Marking Placed
No Approval Required
Government policies, strategies, plans, curricula, and guidelines (regional, national, and subnational levels) or other materials positioned as being from the host-country government / Exempted from marking under presumptive exception (3). USAID and Project logos would undercut host-country government ownership. / It may still be possible to acknowledge USAID assistance in the document.**
Organizations’ policies, strategies, plans, curricula, and guidelines (e.g., a church’s HIV action plan, a workplace anti-discrimination policy) or other materials positioned as being from the host-country partner / Exempted from marking under presumptive exception (3). USAID and Project logos would undercut country ownership. / It may still be possible to acknowledge USAID assistance in the document.**
University or other training institution curricula / Curricula may be exempted from marking at the request of the partner organization. However, USAID support should be acknowledged. These materials fall under exception categories (3) and (8). USAID branding would deter achievement of program goals—specifically the goal of building the capacity and sustainability of host country training institutions. / USAID support could be acknowledged on the inside cover of the document or in the acknowledgments section.
Notes:
** Even when a document qualifies for “no branding,” it may be possible to acknowledge USAID’s contribution in one of several ways:
- The following acknowledgment may appear on the inside cover: “This document was produced under the Health Policy Project with support from the U.S. Agency for International Development under Cooperative Agreement No. AID-OAA-A-10-00067.” Wording may vary slightly depending on the product and the nature and extent of the technical assistance provided. The acknowledgment may be accompanied by the HPP logo if appropriate.
- USAID support may also be acknowledged in the preface, foreword, or acknowledgment sections of the document.
4.3Branding Requirements for Sub-recipients
As specified in Attachment C. Standard Provisions for the HPP cooperative agreement, provisions C1 and C14 (10) the marking requirements as outlined in this approved Branding & Marking Plan will “flow down” to sub-recipients or sub-awards, and will include the USAID-approved marking provision in all USAID-funded sub-awards.
4.4Provision of Materials to AOTRs
HPP will provide the AOTR with two copies of all program and communications materials produced under the HPP agreement. In addition, HPP will submit one electronic or one hard copy of all final documents to USAID’s Development Experience Clearinghouse.
5.0ANNEXes
Annex 1 contains a form that can be used to facilitate the process of seeking and tracking Mission and AOTR approval for any exceptions to the use of the USAID logos on materials. Email approvals are also acceptable.
Annex 2 illustrates a sample technical report cover and inside cover.
Annex 1
[Health Policy Project Logo][USAID Logo]
REQUEST FOR EXCEPTIONS TO USAID BRANDING
1. Title (or Activity):
If not known yet, please briefly describe the material to be marked
2. Type of material(s) to be produced (document, banner, CD, program materials, etc.):
3. Date Submitted:
4. Date Approval is Needed By:
5 Please describe the proposed branding approach (attach example if available):
6. Rationale for branding approach:
7. Type and placement of USAID acknowledgment if appropriate:
FOR AOTR/TA or MISSION USE ONLY
I approve of the proposed branding approach.
I approve of the proposed branding approach, with the following changes:
I do not approve of the proposed branding approach. Please submit a new proposal.
______
NameTitleDate
ANNEX 2
The following page illustrates a sample technical report cover and inside cover.
1
Contribution of Family Planning to the MDGs: Nine West African Countries
September 2011
This publication was prepared by Priya Emmart of the Health Policy Project.
Photo credit (cover): Curt Carnemark, The World Bank.
Suggested citation: Emmart, Priya. (2011). Contribution of Family Planning to the MDGs: Nine West African Countries. Washington, DC: Futures Group, Health Policy Project.
The Health Policy Project is a five-year cooperative agreement funded by the U.S. Agency for International Development under Agreement No. AID-OAA-A-10-00067, beginning September 30, 2010. It is implemented by Futures Group, in collaboration with CEDPA (part of Plan International, USA), Futures Institute, Partners in Population and Development, Africa Regional Office (PPD ARO), Population Reference Bureau (PRB), RTI International, and the White Ribbon Alliance for Safe Motherhood (WRA).
The information provided in this document is not official U.S. Government information and does not necessarily represent the views or positions of the U.S. Agency for International Development.