We use private sector marketing strategies to increase demand for and access to attractively packaged, affordable, and high-quality male latex condoms, female condoms, and water based lubricant.
When used correctly and consistently, male and female condoms reduce the risk of sexually transmitted infections (STIs), including HIV, and unintended pregnancy. The use of water-based lubricants with latex condoms decreases risk even further by preventing condom breakage.
We encourage clients to practice dual protection, meaning use of a male or female condom with lubricant along with a modern contraceptive method in order to offer maximum protection against both unintended pregnancies and STIs.
In nearly 60 countries, we market attractively packaged, high-quality, latex male condoms at prices that low-income target populations can afford, as part of our total market approach (TMA). TMA is a system in which all sectors – public, socially marketed, and commercial – work together to deliver health choices for all population segments. By employing traditional and non-traditional sales outlets under a TMA plan, including pharmacies, health clinics, bars, hotels, brothels, kiosks and salons, we reach populations that may not normally have access to condoms.
We first began marketing female condoms in 1995 in Zambia and have since worked to open markets for and increase access to the female condom in 25 countries.
Successful female condom social marketing programs ensure the environment is conducive for product promotion, which requires addressing barriers women face when accessing female condoms, distributing correct usage information, and supporting women to negotiate condom use with their partners.
Water Based Lubricant
In 2013, we distributed more than 100 million tubes of lubricant in 27 countries.
We primarily distribute and markets water-based lubricant with male and female condoms as a complementary HIV prevention product. Successful lubricant social marketing approaches include packaging lubricant with condoms, creating demand by distributing free samples, and developing communication campaigns and outreach activities to encourage lubricant use. We support lubricant social marketing in Africa, Asia, Latin America and the Caribbean.
Making a Difference
In 2013, we partnered with UNFPA to undertake a series of case studies investigating condom social marketing programs in Botswana, Lesotho, Mali, South Africa, Swaziland and Uganda.
The goal was to describe the market for male condoms in each country and the roles of the public, social marketing, and commercial sectors in those markets. The cases illustrate the universe of need for condoms, levels of use, socioeconomic equity among users, and the market presence of condoms for reproductive health and HIV prevention (dual protection).
The series also propose a set of recommendations for improving the effectiveness, efficiency, and sustainability of condom markets.
- Améliorer L’Accès Et L’Utilisation Des Méthodes Contraceptives Modernes Chez Les Adolescentes Et Jeunes Au Bénin
Presentation on improving access and use of modern contraceptive methods among adolescents and youth and Benin.
- What You Ask and How You Ask It: Results of a Baseline Survey Among Very Young Adolescents (10-14 Years Old) in Honduras
The teenage pregnancy rate in Honduras is among the highest in the region at 22%. Challenges faced by young people are amplified due to low levels of educational attainment, limited economic opportunities, and limited access to AYSRH (adolescent, youth, sexual reproductive health) services. Population Services International (PSI) and PASMO/Honduras are working with young girls aged 10-19 to address harmful gender norms, which contribute to unintended teenage pregnancy.
- Le DIU, éTude Dans Les Structures Sanitaires Publiques Et Communautaires Au Mali
The rate of modern contraceptive prevalence in Mali (9.9%) has increased since 2006 (6.9%). In the capital, the prevalence rate of modern contraceptives is higher than the national average, and increased by 16% to 23% from 2006 to 2012. In 2006, only 0.1% of women aged 15-49 used the long-term methods against 3% in 2012, an improvement although this is still very low.
- Motivating Community Based Mobilizers for Generating Demand for Family Planning Services for the Women’s Health Project (WHP) in Nepal
Under the Women’s Health Project, PSI/Nepal has more than 400 trained voluntary non-medical community mobilizers (also known as Didi in local community) in 50 districts of Nepal. They conduct household level interpersonal communication sessions on family planning (FP). According to Nepal Demographic and Health Survey 2011, 43% of married women use any modern contraceptive method and 1.3% use an intrauterine contraceptive device (IUCD). In order to achieve PSI/Nepal’s goal to generate demand for underutilized methods such as IUCDs through household visits, it is important to keep Didis motivated.
- The Effectiveness of the USAID Combination Prevention Program for Preventing the Spread of HIV Among Key Populations in Central America
PSI/PASMO recently published four peer-reviewed articles on the effectiveness and innovation of the USAID Combination Prevention Program for HIV in Central America.
- Cases Supplement on the Total Market Approach
PSI sponsored two articles in a special supplement on the total market approach (TMA) in the Cases in Public Health Communications and Marketing journal. The first recounts PSI's experience in the markets for male condoms in Myanmar and Vietnam, and the second proposes a universal set of indicators to measure the success of TMA initiatives.
- AEA 2014: Serving the Poor and Sustaining Condom Markets – An Evaluation of Six African Countries
The Total Market Approach is a system in which all sectors – public, social marketing, and commercial – work together to deliver health choices for all population segments. The goal is to ensure that the poorest communities receive free products, those with slightly greater resources benefit from partially subsidized products, and those with a greater ability to pay purchase products from the commercial sector. The objective of this evaluation is to determine if actions taken by all three market sectors over the last five to seven years have increased condom use in an equitable and sustainable way in six African countries.
- Rebranding of Jeito Condoms in Mozambique
In putting our beneficiary – or consumer – at the center of what we do, we create brands that inspire people to use the health products or services we promote. This is a dynamic process that needs to continuously respond to the ever-changing needs and desires of the people that we serve and the markets in which we work. To see it in action, watch the videos below that show how we rebranded our Jeito condoms in Mozambique.
- Trust Condom Ad – Kenya
An ad for Trust condoms in Kenya