Cover Image
close this bookCondom Social Marketing: Selected Case Studies (UNAIDS, 2001, 52 p.)
View the document(introduction...)
View the documentAcknowledgements
View the documentAcronyms
View the document1. Introduction
Open this folder and view contents2. What is social marketing?
View the document3. Different approaches to social marketing
Open this folder and view contents4. Case studies
View the document5. Key Lessons
View the document6. Selected Bibliography (principal sources)

1. Introduction

Since its establishment in 1996, UNAIDS has promoted and supported social marketing, and especially the social marketing of condoms, as a key strategy in the fight against the spread of HIV/AIDS and STDs. Social marketing projects and programmes exist in dozens of developing countries but, at the same time, there are still many more countries with the potential to adopt or expand similar activities.

This document is the fourth in a series on social marketing produced by UNAIDS to provide basic information on this activity and how its concepts and techniques may be applied in response to the spread of HIV/AIDS, particularly in developing countries. Previous documents were “Social Marketing: An Effective Tool in the Global Response to HIV/AIDS”, as an introduction to social marketing which describes its main concepts and techniques; “Social Marketing: Expanding Access to Essential Products and Services”, which highlights lessons learned from three examples of social marketing applied to male and female condom promotion in developing countries; and “A Global Directory of Condom Social Marketing Projects and Programmes”, as a compendium of existing condom social marketing projects in 1999.

“Condom Social Marketing: Selected Case Studies” presents six applications of different social marketing techniques drawn from among on-going projects in developing countries in the field of reproductive health and prevention of HIV/AIDS and STDs. Individually they illustrate different, real-life approaches to condom promotion through social marketing in response to particular challenges and needs. All describe activities from which significant lessons may be learned. In addition, they demonstrate the flexibility of social marketing and how the technique can be adapted to deal with differing situations and constraints.

The booklet is intended mainly for distribution to individuals and organizations, from both the public and private sectors, who are interested in learning more about social marketing, and how its concepts and techniques can be applied in response to the spread of HIV/AIDS and STDs, particularly in developing countries. It is also intended to provide basic information, as an aid to training, programme planning and related activities.