Condom Social

Marketing in India
Innovations
to drive condom usage
International AIDS Conference
Washington
July 2012
Background

Condom romotion historically

associated !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 and

a(orda'ility)
Commercial condoms restricted to
Urban India;
Limited or negligible interest of
private sector in rural areas
High distribution cost barrier
Background*#

+ery fe! ,-./0 social

marketing organi1ations
co&ering the entire country#
Only donor supported programs
received adeuate coverage
Independent activity in limited
areas by di!erent donors leading
to disparate e!orts

2ack of technical and

$rofessional management of
condom $romotion#
NACO recogni1ed the need to a ha&e 3single
national program4 !ith a 3focussed approach4 to
ensure availability of subsidi"ed condoms to
consumers in high priority districts#
Condom Market
Segmentation
Commercial Condoms

5r'an

A6uent o$ulation
Commercial 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'sidi1ed 'y %oI )

distri'uted through retail net!ork &ia social marketing

organisations ,SM:s0
Socially Marketed Condoms

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

income segments in ur'an India

Su'sidi1ed 'y %oI )

distri'uted through retail net!ork &ia social marketing

organisations ,SM:s0
"ree Condoms

Marginalised communities

rocurement cost 'orne 'y %oI

distri'uted to u'lic ;ealth System7 <AC: 8Is#

"ree Condoms

Marginalised communities

rocurement cost 'orne 'y %oI

distri'uted to u'lic ;ealth System7 <AC: 8Is#

%o&ernme
nt
8argeted Condom romotion
A&aila'ility and Accessi'ility: #$panding
social mar%eting programs in the high priority
&H'(HF) districts to ensure availability of
subsidi"ed condoms to consumers *ho cannot
a!ord mar%et priced &commercial) condoms
"ocused on increasing demand for
condoms among high risk7 'ridge and
general $o$ulation

Increasing consumer usage of $aid

condoms to ensure sustaina'ility
=nsure condom a&aila'ility
,$aid 9free0 in 100> high risk
areas in
+argeted Intervention sites
+ruc%er halt points
,igrant districts &source-
transit and destination)
Large construction sites
Minimi1ing !astage in free
su$$ly of condoms !hile
ma?imi1ing its access the most
&ulnera'le grou$s
8argeted Condom romotion
Im$lementation A$$roach

Com$rehensi&e 8argets to ensure $rogram

$riorities
targets on sales- outlets- demand generation activities *ith
speci.c 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
Im$lementation A$$roach

Aeal.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
8he Inno&ations

Distri'ution through
non traditional outlets

ta%ing the condom to

*here the consumer
is2.

Demand %eneration .

Mid.media B 5sing local

theatre and folk culture
for acti&e social
messaging and mass
media
Mass media*message dee$ening
*to enhancing Aisk
erce$tion
*to Consistent use
Condom normali1ation
Phase I
2008-09
Phase II
2009-10
Phase III
2010-11
Phase IV
2011-12
Phase V
2012-13
targets
Sales 111m 322m 525m 439m 772m
Outlets 0.3m 0.57m 0.8m 0.3m 1.2m
!"str"#t
s
194 284 370 398 434
Massi&e scale u$ of <AC:Cs
Condom Social Marketing
rogramme
Im$act
C$%&$m mar'et gr$("%g at
15) *$*
200D.0E 200E.0F 200F.10 2010.11 2011.12
0tanGa/GG2G 0tanEa/GG2E
0tanDa/GG1D
0tan1Da/GG21D
0tanEa/GG2E
0tan21a/GG121
0tanDa/GG2D
0tanEa/GGHE
0tanHa/GGHH
0tan21a/GGH21
0tan1Ea/GG11E
0tan12a/GG212
0tanEa/GG2E
0tan12a/GGH12
0tan21a/GGH21
Commercially marketed condoms
Socially marketed condoms
1+852
m
2+94
m
2+21
m
2+47
9m
3+008
m
,%sur"%g susta"%a-le #$%&$m usage
thru "%#rease& use $. /a"& #$%&$ms
200D.0E 200E.0F 200F.10 2010.11 2011.12
0#-2
0#H-
0#2- 0#2- 0#2-
0#/E
0#GG
0#DG 0#DG 0#DG
"ree aid
Im$act
IBSS. Beha&ioral Sur&eillance Sur&ey
200G
II Condom romotion Im$act Sur&ey
2010
Condom
is easily
accessi
'le
Condom
is easily
accessi
'le
Mean
time to
access
condo
m
Consiste
nt
Condom
5se can
$re&ent
;I+ AIDS
Consiste
nt
Condom
5se can
$re&ent
;I+ AIDS
Condo
m use
!ith
non.
regular
9
casual
$artner
Condo
m use
!ith
non.
regular
9
casual
$artner
Condo
m 5se
!ith
"SWs
Condo
m 5se
!ith
"SWs
FE
>
DD
>
EF
>
DD
>
H0mi
n
EE
>
1Fmi
n
E1
>
G/
>
/E
>
:ther Inno&ations
"emale Condom rogram
encourage condom use by
empo*ering F/1 in lo* negotiating
situations.
FC programme implemented by 34CO
in 56 states
Condom +ending Machines ,C+M0
rogram
57-777 C8, installed across ma9or
to*ns in the country to provide :;$<
access to condoms
C8,s integrated into C/,' as non0
traditional outlets
8hank Jou