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Barrier Methods
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Goals

Section 1
Section 2
Section 3

- Health
- Objectives
- How to Obtain
- One Method
- Dual-Method
- Choices
- Services
> Marketing
- Distribution
- Management
- Logistics

Summary

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Section 3 - Barrier Methods and Reproductive Health:
Programmatic Concerns

Promotion and Distribution: Social Marketing

Examples of Social Marketing

Photos: FHI
Slide 43


Social marketing has been a highly successful method for distributing the male condom, especially in the AIDS era. Spermicides have also been distributed through social marketing programs but on a much smaller scale.

“Social marketing” refers to the application of commercial marketing techniques to achieve a socially beneficial goal by using advertising, product promotions and attractive pricing structures. Social marketing programs, which are generally subsidized, work around the so-called four “p’s”: products, prices, places and promotion. That is, these programs provide products at locally affordable prices, in readily available places, using creative promotion techniques. In designing social marketing programs, the products, prices, places and promotion must be carefully considered. The involvement of the potential clients in the design of strategies and materials for the campaign is essential for success.

This approach, which was used as early as the 1970s in parts of Asia, has been widely expanded in recent years, focusing on HIV prevention. Even in these AIDS prevention campaigns, promotion has often emphasized family planning as well. In countries where aggressive condom social marketing campaigns have been developed, the number of condoms distributed has skyrocketed. For example, in Zaire, condom sales increased from 300,000 in 1987 to 18.3 million in 1991. In one study, three of every four persons reported that they bought the condoms for AIDS prevention as well as family planning.

 

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