Making the Change Happen: Social Marketing approach of condoms in Alliance Programme

The need for condoms is growing as HIV and AIDS and other Sexually Transmitted Infections (STIs) spread. Alliance India through its approach of social marketing of condoms is making condoms more accessible, promoting them more, and helping communities to overcome social and personal obstacles to their use. The social marketing approach of the Alliance is saving many lives and reducing the enormous consequences generated by STIs and HIV and AIDS.

Social marketing has become increasingly popular among government and donor organizations as an effective and efficient means of addressing serious health issues, including STI and HIV and AIDS in low income populations in developing countries like India.

As part of the HIV and AIDS prevention activity, Alliance is marketing its own brand of Mythri condoms for high-risk groups. In comparison to other social marketing brands of condom, Mythri comes with two packs, one pack with two pieces of condom and another with two pouches of water based lubricant.


Social Marketing of Mythri Condoms

Social Marketing of Mythri condoms was started after getting positive feedback from a study which tried to find out the feasibility of Social Marketing of Mythri condoms through the Community Based Organisations (CBOs). The study results were positive which encouraged the introduction of Social Marketing of Mythri condoms through the CBOs. As of now Alliance has distributed 25760595 condoms.


Social Marketing of Female Condoms

Several studies on free distribution of male condoms among the female sex workers reveal the fact of wastage of condoms at different levels, from manufacturer to the end user. It is often associated with the belief that nothing that comes free comes with quality. Due to this a large percentage of freely distributed condoms are wasted. In view of this, understanding the wastage of condoms, needs of KPs and with the aim of self-sustenance of FSWs, HIV/AIDS Alliance launched Female Condoms in eleven of its intervening sites through Social Marketing in 2007. Seeing the positive results the programme was expanded across all the sites in 2008. The Female Condoms are being sold at a rate of Rs. 5/- by the CBOs

Female Condoms is in no way a replacement of Male Condoms. Introduction of Female Condoms is a mean of Empowerment of the Female Sex Workers. In spite of having the awareness, many FSWs are unable to negotiate with their clients due to the power in equations and poverty issues. Female Condom usage does not require any condom negotiation with the clients.


Social Marketing Approach for Mythri and Female Condoms.

The approach for both the Mythri and Female Condoms are the same. It is being suggested that facilitation responsibilities be given to the respective NGO. The implementation responsibilities will be with the CBOs or Small Groups (wherever CBOs are not present). The Marketing agents have to be selected by the CBOs themselves.