Condom Social Marketing, Pentecostalism, and Structural Adjustment in Mozambique: A Clash of AIDS Prevention Messages

Condom social marketing has become central to Human Immunodeficiency Virus/Acquired Immunodeficiency Syndrome (HIV/AIDS) prevention programs around the world. Excluding the large family planning-oriented social marketing programs of Bangladesh, Pakistan, and India (which accounted for over 500 million condoms in 1996), sales of socially marketed condoms increased more than sixfold from 49 million condoms (in 30 countries) in 1991 to 312 million condoms (in 54 countries) by 1996 (Gardner, Blackburn, & Upadhyay, 1999). This study aims to fill the gap in information about condom social marketing costs. In the field of family planning, considerable effort has been put into analyzing costs per couple-year of protection (CYP) for social marketing and other service delivery approaches (Barberis & Harvey, 1997; Stover & Wagman, 1992). The cost of condom social marketing has yet to be analyzed independently of the cost per CYP of contraceptive social marketing. The cost per condom sold in condom social marketing programs should be analyzed independently for two reasons. First, CYP is a measure designed to aggregate multiple contraceptive methods and therefore is not appropriate for programs that only market condoms. Second, a thorough understanding of the unit costs in condom social marketing is an essential prerequisite to attempting to base AIDS prevention strategies on a rational allocation of resources (World Bank, 1997). The purpose of this study is to contribute toward an increased understanding of condom social marketing costs. Ultimately, this improved understanding may facilitate a more rational allocation of AIDS resources.

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Applying Behavioral Theories to a Social Marketing Campaign

Social Marketing Quarterly ◽

10.1080/15245000601146544 ◽

2007 ◽

Vol 13 (1) ◽

pp. 2-14 ◽

Cited By ~ 8

Author(s):

Jami L. Fraze ◽

Maria Rivera-Trudeau ◽

Laura McElroy

Keyword(s):

Diffusion Of Innovation ◽

Social Marketing ◽

Social Cognitive ◽

Cognitive Theory ◽

Hiv Transmission ◽

Social Marketing Campaign ◽

Prevention Messages ◽

Behavioral Theories ◽

The Social ◽

Innovation Model

In 2003, the Centers for Disease Control and Prevention began developing a social marketing campaign, Prevention IS Care, to encourage physicians to routinely screen HIV-infected patients for HIV transmission behaviors and to deliver HIV prevention messages. The planning team selected behavioral theories on the basis of formative research conducted during 2004–2005 and integrated these theories into the social marketing framework. The team decided to use the diffusion of innovation model and social cognitive theory. They selected as their target audience primary care and infectious disease physicians in private practice who deliver care to 50 or more persons living with HIV (PLWH). The social marketing framework, the diffusion of innovation model, and the social cognitive theory facilitated the development of this audience-centered campaign and provided elements that may encourage physicians to adopt the innovation: routine screening of HIV-infected patients for HIV transmission behaviors and delivery of HIV prevention messages during office visits.

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Marketing AIDS prevention: An application of social marketing

The Routledge Companion to Nonprofit Marketing ◽

10.4324/9780203936023-33 ◽

2007 ◽

pp. 387-399

Keyword(s):

Social Marketing ◽

Aids Prevention

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HIV/AIDS Prevention Messages

The AMA Journal of Ethic ◽

10.1001/virtualmentor.2009.11.12.msoc1-0912 ◽

2009 ◽

Vol 11 (12) ◽

pp. 980-987 ◽

Cited By ~ 3

Keyword(s):

Aids Prevention ◽

Prevention Messages ◽

Hiv Aids

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Tobacco-Prevention Messages Online: Social Marketing via the Web

Health Communication ◽

10.1207/s15327027hc1802_5 ◽

2005 ◽

Vol 18 (2) ◽

pp. 177-193 ◽

Cited By ~ 13

Author(s):

Carolyn A. Lin ◽

Gwen A. Hullman

Keyword(s):

Social Marketing ◽

Tobacco Prevention ◽

Prevention Messages ◽

The Web

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Condom social marketing in sub-Saharan Africa and the Total Market Approach

Sexual Health ◽

10.1071/sh10165 ◽

2012 ◽

Vol 9 (1) ◽

pp. 44 ◽

Cited By ~ 26

Author(s):

Steven Chapman ◽

Krishna Jafa ◽

Kim Longfield ◽

Nadja Vielot ◽

Justin Buszin ◽

...

Keyword(s):

Condom Use ◽

Market Share ◽

Social Marketing ◽

Sub Saharan Africa ◽

African Countries ◽

Market Approach ◽

Condom Social Marketing ◽

Over Time ◽

Total Market

Background Social marketing interventions are important in developing nations. Both increasing use and shifting users from receiving subsidised condoms need to be pursued using a Total Market Approach (TMA). This paper reviews the performance of social marketing through a cross-country comparison of condom use, equity and market share, plus a case study illustrating how TMA can be applied. Methods: Demographic and Health Survey data (1998–2007) provide condom use trends, concentration indices and sources of supply by gender for 11 African countries. Service delivery information and market research provide market share data for the same period. For the case study, two-yearly surveys (2001–09) are the source of condom trends, and retail audit data (2007–09) provide sustainability data. Results: Among women, condom use with a non-marital, non-cohabiting partner increased significantly in 7 of 11 countries. For men, 5 of 11 countries showed an increase in condom use. Equity improved for men in five countries and was achieved in two; for women, equity improved in three. Most obtained condoms from shops and pharmacies; social marketing was the dominant source of supply. Data from Kenya were informative for TMA, showing improvements in condom use over time, but sustainability results were mixed and equity was not measured. Overall market value and number of brands increased; however, subsidies increased over time. Conclusions: Condom social marketing interventions have advanced and achieved the goals of improving use and making condoms available in the private sector. It is time to manage interventions and influence markets to improve equity and sustainability.

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Understanding the 4As of Social Marketing for HIV Prevention in India

Social Marketing Quarterly ◽

10.1177/1524500416669920 ◽

2016 ◽

Vol 23 (2) ◽

pp. 122-136

Author(s):

Mahua Das

Keyword(s):

Social Marketing ◽

Thematic Analysis ◽

Aids Prevention ◽

Cultural Dimensions ◽

Middle Income ◽

Social Good ◽

Documentary Analysis ◽

The Social ◽

Depth Interviews ◽

Hiv Aids

Social marketing has gained popularity in health used to achieve the “social good.” However, there is lack of research beyond the aggregated sales data exploring the debate on socioeconomic and cultural relevance of such programs in public health in a low middle income context. The purpose of this article is therefore (a) to understand the importance of socioeconomic context that moderate acceptability, affordability, accessibility, and availability (4As) of social marketing for HIV/AIDS prevention in India and (b) analyze the barriers they may pose during the operationalization of the programs. This article performed theory-driven evaluation using qualitative research tools like documentary analysis and in-depth interviews of relevant stakeholders. Thematic analysis was followed to classify the emergent data. The 4As comprising “acceptability,” “affordability,” “availability,” and “accessibility” proposed in this article encapsulate the important role played by socioeconomic and cultural dimensions in shaping the social marketing programs for HIV/AIDS prevention in India. Social marketing for “whom,” “at what cost,” and “under what circumstances” emerge as an interesting debate in this article. An enhanced understanding of how social marketing harnesses the prevalent sociocultural and economic dynamics in a heterogeneous context like India not only refines social marketing as a theory but also provides opportunities for effective health policy making resulting in better health outcomes.

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