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![Page 1: Condom Social Marketing in India Innovations to drive condom usage International AIDS Conference Washington July 2012.](https://reader036.fdocuments.us/reader036/viewer/2022062511/55171b9b55034603568b57a4/html5/thumbnails/1.jpg)
Condom Social Marketing in India
Innovations to drive condom usage
International AIDS ConferenceWashington
July 2012
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Background• Condom Promotion historically
associated with Family Planning.– Focus on high fertility states – govt. distribution : free supplies :
public health system
• Communication limited to family planning
• Gap in availability and affordability; – Commercial condoms restricted to
Urban India; – Limited or negligible interest of
private sector in rural areas– High distribution cost barrier
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Background….
• Very few (4-5) social marketing organizations covering the entire country. – Only donor supported programs
received adequate coverage– Independent activity in limited
areas by different donors leading to disparate efforts
• Lack of technical and professional management of condom promotion.NACO recognized the need to a have “single national program” with a “focussed approach” to ensure availability of subsidized
condoms to consumers in high priority districts.
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Condom Market Segmentation
Commercial Condoms • Urban• Affluent Population
Socially Marketed Condoms• Clients of FSWs, Migrants, Truckers, Males in rural India / lower
income segments in urban India• Subsidized by GoI ; • distributed through retail network via social marketing
organisations (SMOs)
Free Condoms• Marginalised communities• Procurement cost borne by GoI• distributed to Public Health System, NACO TIs.
Government
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Targeted Condom Promotion
• Availability and Accessibility: Expanding social marketing programs in the high priority (HP/HF) districts to ensure availability of subsidized condoms to consumers who cannot afford market priced (commercial) condoms
• Focused on increasing demand for condoms among high risk, bridge and general population
• Increasing consumer usage of paid condoms to ensure sustainability
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• Ensure condom availability (paid /free) in 100% high risk areas in– Targeted Intervention sites – Trucker halt points– Migrant districts (source,
transit and destination)– Large construction sites
• Minimizing wastage in free supply of condoms while maximizing its access the most vulnerable groups
Targeted Condom Promotion
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Implementation Approach
• Comprehensive Targets to ensure program priorities – targets on sales, outlets, demand generation activities with
specific focus on non traditional outlets, rural and mid media contacts, and government brand
• Performance based contracting : – Unique contracting with SMOs with payouts pro-rated to target
achievements– Weightage given to key program priorities
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Implementation Approach
• Real-time monitoring of program implementation– field-level information ensures timely interventions and
corrective actions if any required.
• Experienced, professional implementers with strong marketing and sales experience
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The Innovations
• Distribution through non traditional outlets– taking the condom to
where the consumer is….
• Demand Generation - –Mid-media – Using local
theatre and folk culture for active social messaging and mass media
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Mass media…message deepening
…to enhancing Risk Perception
…to Consistent use
Condom normalization
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Phase I2008-09
Phase II2009-10
Phase III2010-11
Phase IV 2011-12
Phase V2012-13
targets
Sales 111m 322m 525m 439m 772m
Outlets 0.3m 0.57m 0.8m 0.63m 1.2m
Districts
194 284 370 398 434
Massive scale up of NACO’s Condom Social Marketing Programme
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ImpactCondom market growing at 15% YoY
2007-08 2008-09 2009-10 2010-11 2011-12
0tan6a566260tan8a566280tan7a566170tan17a5662170tan8a56628
0tan21a5661210tan7a566270tan8a566380tan3a566330tan21a566321
0tan18a566118
0tan12a5662120tan8a56628
0tan12a566312
0tan21a566321
Free condom supply Socially marketed condoms Commercially marketed condoms
1,852m
2,694m
2,216m
2,479m
3,008m
Ensuring sustainable condom usage thru increased use of paid condoms
2007-08 2008-09 2009-10 2010-11 2011-12
42%34%
24% 24% 24%
58%66%
76% 76% 76%
Free Paid
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Impact
*BSS- Behavioral Surveillance Survey 2006
** Condom Promotion Impact Survey 2010
Condom is easily
accessible
Mean time to access
condom
Consistent Condom Use can prevent
HIV AIDS
Condom use with
non-regular/ casual
partner
Condom Use with
FSWs
98% 77% 89% 77%30min
88% 19min 81%65% 58%
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Other Innovations
• Female Condom Program– encourage condom use by
empowering FSW in low negotiating situations.
– FC programme implemented by NACO in 13 states
• Condom Vending Machines (CVM) Program• 10,000 CVM installed across major
towns in the country to provide 24x7 access to condoms
• CVMs integrated into CSMP as non-traditional outlets
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Thank You
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