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1. Branding free condoms to increase acceptability and use among the youth in Malawi AUTHORS: P. Mkandawire, M. Chitulu, I. Meja, B. Kamanga, M. Kays Email : pmkandawire@psimalawi.org Poster # MOPE 287 • Key informants reported high uptake of Silvertouch condoms compared to unbranded condoms. • “…….. unlike the unbranded condoms Silvertouch do not stay long when they arrive at the district hospital because most young people rush for them.” • ……female key informant from Kasungu • “……...its hard to estimate the numbers on a day but there is an increase. I have observed that the condom replenish rate is so high unlike in the past. Majority of the youth rush for Silvertouch condoms.” • …..male key informant from Lilongwe • Overall the study results show a significant increase in consistent condom use among the youth from 32% in 2008 to 51.2% in 2013 p<0.05. Background Results • The majority (85.7%) of surveyed youths like the brand name Silvertouch. More male (92.3%) compared to female youths (88.7%) p<0.01, like the brand name. • …. “in fact they call it Silver T, the name is just • outstanding its so attractive, unique and • stunning.” • ….Male key informant from Lilongwe. • Most of the youth (92.4% male and 85% female) reported that they like the Silvertouch packaging. • The study found that more male youths like the quality of Silvertouch condoms, versus female (72.4%) youths (p<0.05) • The study found that youths don’t just like the name and the package but have affinity for the brand. • ….“young people identify themselves with • Silvertouch and they often say, this is our brand • the other brands are for adults.” • ….Male key informant from Nkhata-bay. • 20% of the surveyed youths reported that they use free distributed condom brands on a regular basis with 90% of these indicating Silvertouch as their regular condom brand. The youth (15-24 years) in Malawi perceive free unbranded condoms to be poorly made, less safe and more likely to break than other brands, as well as capable of causing allergic reactions.1To improve brand appeal and increase access to free public sector condoms for youth, PSI/Malawi, with funding from National AIDS Commission (NAC), developed the Silvertouch brand for both male and female condoms. The brand slogan “Tsogolo lokhwana” means a hopeful brighter future. A year after the brand was launched PSI/Malawi conducted a study to assess acceptability and uptake of the branded Silvertouch condoms among the youth. Silvertouch public sector male condom brand Conclusions Method The results highlight that branding of public sector free condom brands can change perceptions about free condoms and this can potentially increase uptake of public sector free condoms. This is an approach that could be applied in other countries to increase the uptake of free condoms. A cross sectional multi stage household survey was conducted in six districts in Malawi in 2013. A similar survey in 2008 was used as baseline for condom use trends. 1,214 and 2880 interviews were conducted for the two surveys respectively. In-depth interviews were conducted with 20 key informants (health facility staff and youth friendly service coordinators) from 18 randomly selected facilities that distributed Silvertouch condoms. Recommendations 12010 PSI/Malawi FoQus study Exploring Barriers and Drivers to condom use among the youth (15-24) PSI■■ 1120 19th Street, NW | Suite 600 Washington, DC 20036psi.org | TWITTER: @PSIHealthyLives | BLOG: psihealthylives.com 1120 19th Street, NW | Suite 600 Washington, DC 20036psi.org | TWITTER: @PSIHealthyLives | BLOG: psihealthylives.com