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Abstract
Social marketing of flavored condoms and lubricant pouches as a tool to increase safe sex practices among MSM and Tg in Mumbai Metro
G. Kumar, V. Dhende, V. Patil, V. Anand
Issues: The dependence on free condoms provided by government is very high and there is fear that if free condoms stop the condom usage will reduce. There are 18 hotspots in Mumbai where condom off take is very high. Upper class MSM and sex workers do not prefer government condoms.
Description: The outreach program of Humsafar initiated social marketing of branded condoms on these 18 sites in 2004 to encourage people who could afford to buy condoms Flavored, dotted, ribbed and scented condoms along with a lubricant pouch were introduced. Condom available for Rs.5/- at retail outlets were made available at Rs. 2/- and another Rs.2/- for a lubricant pouch of 4ml. The social marketing is done with support from some unique outlets developed like barber shops, snack bars and tea shops. The owners of these shops are sensitized on population profile and are offered a small commission of 50 paisa for every condom and lubricant pouch sold. This has resulted in increased access and availability of branded condoms on sites where government condoms are not popular. Social marketing was also extended to all MSM on remaining sites along with free condoms. Around 50000 condoms are sold to MSM and male sex workers as opposed to 700,000 free condoms distributed every year.
Lessons learned: Social marketing cannot replace free condoms as they are not meant for those who cannot afford to pay. Easy availability and accessibility of flavored condoms and lubricants at reasonable rate attract MSM and male sex workers to buy and thus reduce dependence on free condoms.
Next steps: Strategies to increase sales of condoms through social marketing should be designed and implemented. Continuous efforts need to be made to negotiate with condom manufacturers on condom purchases for social marketing
AIDS 2008 - XVII International AIDS Conference
Abstract no.
CDC0822
Suggested Citation
"G.Kumar, et al.
Social marketing of flavored condoms and lubricant pouches as a tool to increase safe sex practices among MSM and Tg in Mumbai Metro.
:
AIDS 2008 - XVII International AIDS Conference:
Abstract no.
CDC0822"
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