Cover Image
close this bookGlobal Directory of Condom Social Marketing Projects and Organisations (UNAIDS, 2001, 204 p.)
close this folder2. Profiles of Condom Social Marketing Implementing Organisations
View the document(introduction...)
View the document2.1 AsociaciĆ³n Colombiana Pro-bienestar de la Familia (PROFAMILIA)
View the document2.2 DKT International9
View the document2.3 International Planned Parenthood Federation (IPPF)
View the document2.4 Marie Stopes International (MSI)
View the document2.5 Population Services International (PSI)10
View the document2.6 Social Marketing Company (SMC), Bangladesh
View the document2.7 The FUTURES Group International (FUTURES)11

(introduction...)

The following are the main implementers of condom social marketing in the world. This section contains profiles of each organisation including programme focus, countries of operation, products, period of operation, social marketing model, donors, promotion strategy, condom sales volumes and contact information.

2.1 AsociaciĆ³n Colombiana Pro-bienestar de la Familia (PROFAMILIA)

The Asociaciolombiana Pro-bienestar de la Familia (PROFAMILIA) is a private, independent and non-profit organisation that has provided education and comprehensive public services in family planning and reproductive health in Colombia since 1965. It currently has 35 clinics in different parts of Colombia, including special centres for men and young people. HIV/AIDS prevention was included in its activities as of 1987. PROFAMILIA’s mission is to serve the needs of Colombia’s lower income groups, who account for almost 80% of the population. The organisation has grown steadily over the years since its founding to the point where it now accounts for over 50% of family planning and reproductive health services in the country. It is currently the largest national, private organisation of its kind in the world and has been affiliated with IPPF since 1967.

Programme Focus

Reproductive health including HIV/AIDS and STD prevention

Social Marketing Model

PROFAMILIA develops and markets its own brands of condoms, distributed through a network of 3,850 retailers and 140 wholesalers

Period of Operation

Established in 1975

Countries of Operation

Colombia

Products

Contraceptives including male condoms

Condom Sales
Volume for Most Recent Year

5.9 million in 1998

Promotion Strategy

Use of traditional and innovative, cost-effective media: radio, promotional and educational material, sponsoring of selected cultural events

Donors

USAID for 45 million condoms (of a total of 134 million sold) over several years; most condoms procured and imported by PROFAMILIA

Estimated Level of Funding for Condom
Social Marketing for Most Recent Year

No external funding

Other Information

Please see individual project profile for more information

Contact Information

PROFAMILIA
Carrera 15 No. 34-47, Bogota, COLOMBIA
Phone: (571) 340 2826 Fax: (571) 286 6967
E-mail: mercadeo@profamilia.org.co

2.2 DKT International9

9 DKT International document referred to during the compilation of this Directory: New Breakthroughs in Social Marketing: DKT International 1996-97 Progress Report

DKT International is a non-profit organisation that designs and implements social marketing programmes in developing countries. In 1998, DKT and its affiliates operated nine social marketing programmes in eight countries, with two projects in India. DKTs policies emphasise large markets and the cost-effective delivery of contraceptive services to large numbers of couples. Based on standard conversion formulas, DKT sales of condoms, oral contraceptives, IUDs, and injectables provided just over 3 million “couple years of protection” in 1998. DKT is a highly specialised agency, confining itself almost entirely to the provision of contraceptives through social marketing mechanisms. This concentration, plus an emphasis on large markets, enabled DKT to provide services for only $4.40 per couple per year in 1998, including all contraceptive costs.

Programme Focus

Family planning, HIV/AIDS prevention

Social Marketing Model

DKT International develops and markets its own brands of contraceptives, including condoms.

Period of Operation

DKT was established in 1989.

Countries of Operation

Brazil, China, Ethiopia, India (two programmes), Indonesia, Malaysia, The Philippines and Vietnam.

Products

Male and female condoms; oral and injectable contraceptives; intrauterine devices (IUDs)

Condom Sales Volume for Most Recent Year

226,335,000

Promotion Strategy

Innovative use of traditional media (e.g. radio, television, print) and non-traditional promotional items and techniques (e.g. electronic outdoor billboards, sponsored events, itinerant poets, ad “trailers” in cinema houses, mobile kiosks, mobile advertising on public transport)

Donors

DKT projects are supported by the German KfW, the Dutch Government, the Packard Foundation and by smaller grants from the Finnish and Japanese governments, the UNFPA and the MacArthur foundation. Donors for specific projects vary and are listed under individual project profiles.

Estimated Level of Funding for Condom
Social Marketing for Most Recent Year

US$8.5 million

Other Information

Please see individual project profiles for more information

Contact Information

DKT International
Suite 610, 1120 19th Street, N. W., Washington, D. C. 20036, USA.
Tel: +202-785 0094
Fax: +202-223 5351
E-mail: dktmichele@delphi.com

2.3 International Planned Parenthood Federation (IPPF)

The International Planned Parenthood Federation (IPPF) is a charity registered in the United Kingdom, which links national autonomous Family Planning Associations (FPAs) in over 150 countries world-wide. It is the largest voluntary organisation in the world to be concerned with family planning and sexual and reproductive health. While governments everywhere are responsible for ensuring that health services are available nation-wide, IPPF and its members act as the conscience of the family planning movement and as catalysts in tackling issues which government services may be unwilling or unable to deal with, such as the distribution of new methods of contraception, sexuality education, individual counselling, prevention of unsafe abortion and services for disadvantaged groups and for young people.

Programme Focus

Family planning; sexual and reproductive health, including HIV/AIDS prevention

Social Marketing Model

IPPF and its member FPAs develop and market their own brands of products. Models of operation are tailored to suit individual countries ranging from traditional SM to fully commercial projects, using the partnership approach.

Period of Operation

The volunteer leaders of national family planning associations in eight countries - India, Germany, Hong Kong, the Netherlands, Singapore, Sweden, the United Kingdom, and the United States of America - founded IPPF in Bombay in 1952.

Countries of Operation

IPPF has introduced social marketing in several countries around the world, including India, Sri Lanka, Korea, Malaysia, Thailand, and Mauritius and in the Arab World, where the emphasis is on the marketing of contraceptives for family planning. Contraceptive social marketing programmes are also carried out by FPAs in Latvia, Lituania, Estonia and Bulgaria in Eastern Europe and the Former Soviet Union. Initial work has also been undertaken in Russia and the Ukraine.

Products

Condoms, oral and injectable contraceptives, and IUDs. In Europe, future initiatives will include service provision and non-contraceptive products.

Condom Sales Volume for Most Recent Year

Not available

Promotion Strategy

Please see individual project profiles for strategies used by the different member FPAs to promote products/services for HIV/AIDS prevention

Donors

Since its foundation, the membership of the Federation has expanded and its financial resources have grown to enable it to support its members in developing countries. Currently over 90 member FPAs receive grants from IPPF. IPPF itself is supported by financial contributions from more than 20 governments, as well as by donations from private foundations and individuals. Individual member FPAs also raise funds for their programmes from governments and organisations, both locally and internationally.

Estimated Level of Funding for Condom
Social Marketing for Most Recent Year

In Europe approximately $500,000 for 1998

Other Information

Please see individual project profiles for more information

Contact Information

International Planned Parenthood Federation (IPPF)
Regent’s College, Inner Circle, Regent’s Park, London NW1 4NS, UK.
Tel.: +44 (0) 171 487 7900
Fax: +44 (0) 171 487 7950
E-mail: info@ippf.org;
Web Site: http://www.ippf.org

2.4 Marie Stopes International (MSI)

With headquarters in the United Kingdom and offices in Australia, Belgium, Japan and the United States, Marie Stopes International (MSI) is a global partnership that currently works in over 30 countries offering the full range of reproductive health services. Recognising a huge unmet need for reproductive health services around the world, (e.g. an estimated 350 million couples want to plan their families but do not have the means to do so), MSI works with local teams to implement contraceptive social marketing programmes in various countries. MSI teams use modern marketing techniques to promote male and female condoms, which serve the dual purpose of contraception and HIV/STD prevention.

Programme Focus

Reproductive health (contraception, male and female sterilisation, abortion, health screening, obstetric and primary health care), HIV/AIDS prevention.

Social Marketing Model

MSI programmes develop and market their own brands of condoms and oral contraceptive pills.

Period of Operation

MSI first undertook contraceptive social marketing programmes in1995.

Countries of Operation

MSI operates in over 30 countries; however, contraceptive social marketing is currently only undertaken in Albania, India, Uganda and Sri Lanka.

Products

Male and female condoms; oral contraceptive pills; syringes; surgical gloves, iron tablets

Sales Volume for Most Recent Year

See individual project profiles

Promotion Strategy

Innovative use of traditional (e.g. radio, television, newspapers) and non-traditional (e.g. concerts, itinerant poets, puppet shows) media and techniques.

Donors

MSI programmes are funded from various sources including self-financing. Donors include KfW, DfID and BCD.
Donors for specific projects are listed under individual project profiles.

Estimated Level of Funding for Social Marketing for Most Recent Year

Not available

Other Information

MSI is exploring areas for expanding the reach of its social marketing programmes. The existing MSI clinic network provides a good platform from which to launch additional social marketing initiatives.

Contact Information

MSI, 153-157 Cleveland Street, London W1P 5PG, U.K.
Tel: +44 (0)171 574 7400; Fax: +44 (0)171 574 7417
E-mail: services@stopes.org.uk
Web Site: http://www.mariestopes.org.uk

2.5 Population Services International (PSI)10

10 PSI documents referred to during the compilation of this Directory: PSI 1997-1998 Annual Report; P. M. Eloundou-Enyegue, D. Meekers & A. E. Calv From Awareness to Adoption: The effect of AIDS Education and Condom Social Marketing on Condom Use in Tanzania (1993-1996); D. Meekers, The Implications of Free and Commercial Distribution for Condom Use: Evidence from Cameroon.

PSI, a non-profit group based in Washington DC, is the leading social marketing organisation with projects in more than 45 countries. It develops and implements social marketing programmes to encourage healthy behaviour and increase the availability of health products at prices low-income people can afford. PSI markets and promotes products for family planning, HIV/AIDS prevention, maternal and child health. Its promotional and educational campaigns motivate the use of these products and stimulate behaviour change. PSI also works to develop and strengthen local industry and trains local counterparts in public health and social marketing.

Programme Focus

HIV/AIDS prevention; reproductive health; maternal and child health

Social Marketing Model

PSI projects develop and market their own brands of condoms

Period of Operation

Since 1976 to the present

Countries of Operation

Albania, Angola, Benin, Bolivia, Botswana, Brazil, Burkina Faso, Burundi, Cambodia, Cameroon, Central African Republic, Central America (Belize, Costa Rica, El Salvador, Guatemala, Nicaragua) Chad, Congo-Brazzaville, Congo-Kinshasa, Cd’Ivoire, Eritrea, Ethiopia, Guinea, Guinea Bissau, Haiti, India, Kenya, Laos (PDR), Malawi, Mozambique, Myanmar, Namibia, Nigeria, Pakistan, Paraguay, Romania, Russia, Rwanda, South Africa, Tanzania, Togo, Venezuela, Zambia, Zimbabwe.

Products

Male and female condoms; oral and injectable contraceptives; oral rehydration salts, insecticide-treated mosquito nets and micronutrients.

Sales Volume for Most Recent Year

In 1998:
Male Condoms: 443,852,215; Female Condoms: 502,252; Oral Contraceptives: 10,236,913; Injectables: 562,307; IUDs: 139,316 VFTs: 165,405

Promotion Strategy

Innovative use of traditional (e.g. radio, television, newspapers) and non-traditional (e.g. billboards, concerts, itinerant poets, movie spots, puppet shows) media and techniques.

Donors

PSI is funded by a variety of governments, international agencies, private foundations, corporations and individuals. Donors for specific projects vary and are listed under individual project profiles.

Other Information

See country pages for more information

Contact Information

PSI, 1120 19th St. NW, Suite 600, Washington DC, USA
Tel. 202-785-0072, Fax. 202-785-0120;
E-mail: generalinfo@psiwash.org
Web Site: http://www.psiwash.org

2.6 Social Marketing Company (SMC), Bangladesh

SMC, Bangladesh is the largest privately managed social marketing concern in the world. Its mission is to enhance the quality of life of the less privileged people of Bangladesh through social marketing of products and services, which offer improved health benefits. SMC markets products for reproductive, maternal and child health at affordable prices, and with the support of local facilitating agencies, implements a comprehensive behaviour change communications strategy. SMC’s social marketing programmes play a major role in the national health and family welfare programme.

Programme Focus

Reproductive & maternal health, child survival and STD/AIDS prevention.

Social Marketing Model

SMC uses basic commercial marketing techniques to market mostly its own brands of products and services through its own sales and distribution force, and through supportive behaviour change communications.

Period of Operation

From 1974

Countries of Operation

Bangladesh (nation-wide)

Products

Oral contraceptive pills, male condoms, injectable hormone, contraceptive foam tablets, pre-packaged oral rehydration salt, safe delivery kits, sanitary napkins and disposable syringes.

Sales Volume of Most Recent Year (for condoms)

142 millions condoms sold in 1998.

Promotion Strategy

SMC products and services are promoted through: extensive and innovative use of mass media (TV, radio, press, cinema, mobile video, billboards); sales promotion activities (over-the-counter, point-of-sale); direct customer education (training pharmacists, rural doctors, school children, peer health educators, advocacy, social mobilisation, group meetings); non-traditional media (boat sails, street theatre, road floats, open-air concerts).

Donors

USAID, European Union, DfID.

Estimated Level of Funding for Condom
Social Marketing for Most Recent Year

US$500,000 per annum (excluding commodity cost)

Other Information

Franchising pharmacies under ‘Blue Star’ programme for clinical services (injectable and IUD); manufacturing of pre-packaged ORS, oral contraceptive pills, condoms; marketing female condoms and pre-packaged therapy (male STD kit) **

*Feasibility of female condom marketing has been done by SMC and product sourcing is in process.

*Test marketing of pre-packaged therapy (male STD kit) is to be undertaken within second quarter of 1999.

Contact Information

Social Marketing Company, Bangladesh
“LANDMARK” Building (3rd and 4th Floor)
12-14 Gulshan North C/A
Dhaka-1212
Tel: 880-2-871423, 886749
Fax: 880-2-887583
E-mail: smcbdesh@citechco.net

2.7 The FUTURES Group International (FUTURES)11

11 FUTURES document referred to during the compilation of this Directory: The FUTURES Group: Sustainable Development Solutions for the 21st Century

The Futures Group International and the sister organisation, Futures Group Europe together comprise a health management consulting firm with a specialism in social marketing. FUTURES assists clients in building effective sustainable programmes through the transfer of skills andtechnologies. FUTURES provides its clients in the public, non-governmental and commercial sector with technical and management expertise in a wide range of programmatic areas, including reproductive health, population and HIV prevention and care. FUTURES social marketing programmes are implemented within the context of donor needs in these areas. FUTURES complements its social marketing expertise though marketing forecasting services, modelling and evaluation to assist clients, donors and partners in effective usage of available funds and the highest efficacy possible within project goals.

Programme Focus

Strategic planning, HIV/AIDS prevention; reproductive health; family planning, gender and population issues; social marketing; health planning policy and private sector development.

Social Marketing Model

FUTURES/FUTURES Europe generally adopt the “manufacturer’s model” in which the social marketing projects support the promotion of an existing manufacturer’s or importer’s product brand. FUTURES works with local implementing partners (e.g. distributors and pharmaceutical companies) to establish pricing structures that render products affordable to target consumers while maximising cost-recovery.

Period of Operation

FUTURES was established in 1971 in Washington DC and FUTURES Europe was set up in 1991 to serve European donors.

Countries of Operation

Between them, FUTURES and FUTURES Europe have worked in over 50 countries in Africa, Asia, Latin America and the Near East. Currently, condom social marketing projects are underway in: El Salvador, Ghana, Guatemala, India, Indonesia, Kenya, Malawi, Nepal, Philippines, Togo, Pakistan, and Uganda.

Products

Condoms, oral and injectable contraceptives, vaginal foaming tablets, IUDs, anti-malarials and oral rehydration solutions.

Condom Sales Volume for Most Recent Year

Not available.

Promotion Strategy

Promotion strategies vary based on donor requirements, the evaluation of the country and social and economic scenario and cost equations in the market area.

Donors

FUTURES/FUTURES Europe are funded from a variety of sources including self-financing, governments, multi/bi-lateral agencies, private foundations, corporations and individuals. Donors for specific projects vary and are listed under individual project profiles.

Estimated Level of Funding for Condom
Social Marketing for Most Recent Year

GBP £ 45,000,000

Other Information

FUTURES is increasingly in demand to assist countries with AIDS policy formulation in advance of inception, changes or additions to condom social marketing programmes which have an objective to deter the transmission of the AIDS virus. We apply FUTURES Group AIDS impact model to condom social marketing programmes to give donors and government social marketing programmes enhancement on basic sales and promotion that social marketers frequently offer, enabling those government SM programmes to have significantly greater effect.

Contact Information

The Futures Group International
1050 17th Street, N. W., Suite 1000
Washington D. C. 20036, USA.
Tel.: +1-202-775-9680; Fax: +1-202-775-9694
Web Site: http://www.tfgi.com

Futures Group Europe
Edgar Buildings
17 George Street
Bath BA1 2 EN, U.K.
Tel: 44-(0)1225-321840; Fax 44-(0)1225-443656
E-mail: TFGI-LONDON@tfgi.com