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CONDOM SOCIAL MARKETING BATTLING AIDS IN BRAZIL

CONDOM SOCIAL MARKETING BATTLING AIDS IN BRAZIL. Ashley Kerekanich James Dockery Alex Linnenkohl. “No developing country has had more success in tackling AIDS than Brazil” -The Economist. Estimates. Reality.

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CONDOM SOCIAL MARKETING BATTLING AIDS IN BRAZIL

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  1. CONDOM SOCIAL MARKETING BATTLING AIDS IN BRAZIL Ashley Kerekanich James Dockery Alex Linnenkohl

  2. “No developing country has had more success in tackling AIDS than Brazil” -The Economist

  3. Estimates Reality • According to the World Bank 1.2 million people were estimated to be living with HIV in Brazil by 2000 • The actual figure was half that estimate of 600,000 • By the end of 2007, 730,000 people were living with HIV

  4. DKT International • Social Marketing for a better world • Since 1989, the nonprofit organization has been promoting family planning and HIV/AIDS prevention through social marketing in the developing world. • DKT operates in 14 countries and last year sold over a half-billion condoms, almost 60 million cycles of oral contraceptives, over 11 million three-month injectables, and over 600,000 IUDs. • Every year DKT's innovative programs are saving more lives and improving the health of more families in Latin America, Africa, and Asia.

  5. Recent Stats • BRAZIL: Started by DKT in 1991: Managed by DKT do Brazil • Product Sales in 2008 • Condoms: 91,610,551 • Female Condoms: 303,656 • Percent Change from 2007: 1% • DKT International spends 98% of its operating budget on programs.

  6. Condom Social Marketing Boosts Entire Condom Market in Brazil • Since DKT do Brazil began marketing low-priced, high-quality condoms for HIV/AIDS prevention, total condom sales have more than tripled in Brazil, which once had one of the lowest national condom use rates in the world.

  7. Condom Social Marketing • Condom Social marketing is helping to protect people around the world protect themselves against HIV/AIDS • Through the use of • Targeting • Commercial distribution channels • Privet-sector marketing • Various advertising techniques to sell condoms at subsidized prices • Full Time consumer marketing • Promotions and special campaigns

  8. Agency: Escala Communication and Marketing, Brazil.

  9. Questions • AIDS prevention programs in Brazil have proven to be effective do you believe the U.S. could do a better job at promoting condom use? • Do you think that social marketing efforts like the previous slide are effective?

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