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First Hormonal Launched in Eastern Europe PSI/Romania invited key medical and pharmaceutical leaders to participate in the taping of the TV launch of Coral 21 oral contraceptives (OCs), an event dubbed "Project 21." There was a panel of speakers from PSI, the U.S. Agency for International Development and the Ministry of Health. The medical and pharmaceutical leaders and Coral 21 manufacturer, Wyeth, presented technical information. The event was handled like a live talk show. Initially, audience participation was minimal because Romanians are reluctant to speak on camera about reproductive health. To present the reality of how little Romanian women know about contraceptives, PSI/Romania taped a reporter asking women on the street what they thought about the pill and contraception. The interviews revealed major gaps in their understanding of these issues and misinformation about OCs protecting against sexually-transmitted infections and HIV/AIDS. After viewing the taped interviews, the audience opened up and started some debate. Overall, the opinion leaders and medical professionals endorsed Coral 21. Normally, obstetricians and gynecologists debate increasing access to contraception because it diminishes their profitable abortion services. Due to strict restrictions against advertising, the media coverage of this event gave Coral 21 a much-needed publicity boost in the mass media. The Coral 21 OC social marketing project is a two-year project funded by USAID/Romania. PSI has been marketing hormonal contraceptives for 27 years. With the addition of Coral 21, it markets 30 brands of oral contraceptives in 23 countries and 16 brands of injectable contraceptives in 15 countries. In 2001, PSI and its affiliates marketed more than 19 million cycles of OCs and 2.8 million doses of injectables. —Daun Fest, PSI Country Representative in Romania
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