For over 40 years, PSI has applied private sector marketing principles to public health challenges in developing nations and has had significant impact on the lives of millions. 5 PSI’s initial objective in the 1970s was to improve reproductive health using commercial marketing strategies. For its first 15 years, PSI worked primarily in family planning but gradually moved into other health areas. For instance, in 1985, it began promoting oral rehydration therapy to combat diarrheal disease in children. 6 The organization launched its first HIV prevention project in 1988. PSI added malaria prevention and safe water to its portfolio in.
