The Importance Of Condom Marketing Strategies (VIDEO)

In countries ravaged by HIV where access to contraceptives and barriers is limited, it is not uncommon for donor agencies from around the world to come in and flood the market with free or low-cost condoms. However, it turns out that simply making these condoms available is no guarantee that anyone will actually want them; rather, the condoms also need to be marketed effectively to the people who will actually be using them. This means that donor agencies can’t simply assume that the same marketing strategies that work in their home country will work elsewhere. In the brief video below, Amy Lockwood highlights the importance of condom-marketing strategies by looking at the situation in the Democratic Republic of the Congo.

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