Condom social marketing (CSM) has played an important role in HIV prevention since the 1980s. Like most social marketing programs, CSM’s goal is to put lifesaving products into the hands of the people who need them. It uses marketing concepts, such as consumer insight gathered through research, product design, appropriate pricing, sales and distribution, and communications, to increase condom use and decrease the spread of HIV.
In this report, we present:
• Results from an experimental study that measured the impact of CSM on increasing overall supply and demand for condoms
• Evidence that USAID can use to inform further investments in CSM
• Evidence on designing CSM programs to increase sustainability