Condom Social Marketing in India July232012

8/10/2019 Condom Social Marketing in India July232012

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Background

Condom romotion historicallyassociated !ith "amily lanning#

Focus on high fertility states

govt. distribution : free supplies :public health system

Communication limited to family$lanning

%a$ in a&aila'ility anda(orda'ility)

Commercial condoms restricted toUrban India;

Limited or negligible interest ofprivate sector in rural areas

High distribution cost barrier


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Background*#

+ery fe! ,-./ socialmarketing organiationsco&ering the entire country#

Only donor supported programs

received adeuate coverage

Independent activity in limitedareas by di!erent donors leadingto disparate e!orts

ack of technical and$rofessional management ofcondom $romotion#NACOrecognied the need to a ha&e 3singlenational program4 !ith a 3focussed approach4 to

ensure availability of subsidi"ed condoms toconsumers in high priority districts#


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Condom MarketSegmentationCommercial Condoms 5r'an A6uent o$ulation

Socially Marketed Condoms Clients of "SWs7 Migrants7 8ruckers7 Males in rural India 9 lo!er

income segments in ur'an India Su'sidied 'y %oI ) distri'uted through retail net!ork &ia social marketing

organisations ,SM:s

"ree Condoms Marginalised communities rocurement cost 'orne 'y %oI distri'uted to u'lic ;ealth System7


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8argeted Condom romotion

A&aila'ility and Accessi'ility: #$pandingsocial mar%eting programs in the high priority&H'(HF) districts to ensure availability ofsubsidi"ed condoms to consumers *ho cannota!ord mar%et priced &commercial) condoms

"ocused on increasing demand forcondoms among high risk7 'ridge andgeneral $o$ulation

Increasing consumer usage of $aidcondoms to ensure sustaina'ility


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=nsure condom a&aila'ility,$aid 9free in 100> high riskareas in

+argeted Intervention sites +ruc%er halt points

,igrant districts &source-transit and destination)

Large construction sites

Minimiing !astage in free

su$$ly of condoms !hilema?imiing its access the most&ulnera'le grou$s

8argeted Condom romotion


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Im$lementation A$$roach

Com$rehensi&e 8argets to ensure $rogram$riorities targets on sales- outlets- demand generation activities *ith

specic focus on non traditional outlets- rural and mid media

contacts- and government brand

erformance 'ased contracting @ Uniue contracting *ith /,Os *ith payouts pro0rated to target

achievements

1eightage given to %ey program priorities


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Im$lementation A$$roach

eal.time monitoring of $rogram im$lementation eld0level information ensures timely interventions and

corrective actions if any reuired.

=?$erienced7 $rofessional im$lementers !ith strong

marketing and sales e?$erience


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8he Inno&ations

Distri'ution throughnon traditional outlets ta%ing the condom to

*here the consumeris2.

Demand %eneration .

Mid.media 5sing localtheatre and folk culturefor acti&e socialmessaging and mass

media


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Mass media*message dee$ening

*to enhancing isk

*to Consistent use

Condom normaliation


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Phase I

2008-09

Phase II

2009-10

Phase III

2010-11

Phase IV

2011-12

Phase V

2012-13targets

Sales 111m 322m 525m 439m 772m

Outlets 0.3m 0.57m 0.8m 0.3m 1.2m

!"str"#ts 194 284 370 398 434

Condom Social Marketingrogramme


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Im$act

C$%&$m mar'et gr$("%g at15) *$*

200D.0E 200E.0F 200F.10 2010.11 2011.12

0tanGa/GG2G0tanEa/GG2E0tanDa/GG1D0tan1Da/GG21D0tanEa/GG2E

0tan21a/GG1210tanDa/GG2D0tanEa/GGHE0tanHa/GGHH

0tan21a/GGH21

0tan1Ea/GG11E

0tan12a/GG212

0tanEa/GG2E0tan12a/GGH12

0tan21a/GGH21

Commercially marketed condoms

Socially marketed condoms

1+852

m

2+94

m

2+21

m

2+47

9m

3+008

m

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200.0E 200E.0F 200F.10 2010.11 2011.12

0#-20#H-

0#2- 0#2- 0#2-

0#/E0#GG

0#G 0#G 0#G

"ree aid


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Im$act

BSS. Beha&ioral Sur&eillance Sur&ey200G

Condom romotion Im act Sur&e

Condomis easilyaccessi

'le

Meantime toaccesscondo

m

Consistent

Condom5se can

$re&ent;I+ AIDS

Condom use!ithnon.

regular

9casual$artner

Condom 5se!ith

"SWs

FE>

>

EF>

>

H0min

EE> 1Fmin E1>G/>

/E>


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:ther Inno&ations

"emale Condom rogram encourage condom use by

empo*ering F/1 in lo* negotiatingsituations.

FC programme implemented by 34COin 56 states

Condom +ending Machines ,C+Mrogram 57-777 C8, installed across ma9or

to*ns in the country to provide $

Documents

Condom Social Marketing in India July232012