The United States Agency for International Development (USAID) has promised to commit more funding to the social behavioural change activities in the new campaign dubbed Society for Family Health. Speaking at the closure of a prior campaign, Behaviour Change Social Marketing project, USAID’s country representative, Charles Pill said took the decision due to impressive results registered over the last five years. "I can assure you that USAID will continue funding the activities of the Society for Family Health because of the success of the Behaviour Change Social Marketing project” The campaign that has run for the last five years was aimed at developing a cost effective marketing, sales and distribution network that improves access to branded health products related to HIV/AIDS, malaria, reproductive health and child survival.The Permanent Secretary in the Ministry of Health, Dr Uzziel Ndagijimana said the campaign has successfully contributed to behaviour change in the communities.  "When you look at the health indicators in the Demographic Health Survey 2010, the messages that were conveyed had an impact on the behaviour of the communities”The Behaviour Change and Social Marketing (BCSM) project, funded by USAID, aimed to build the capacity of Rwandan institutions to implement HIV/AIDS prevention, malaria and child survival programmes.