Got it? Get it Social Marketing Campaign

1. Kerry Singh, Population Services International/ Caribbean Got it? Get it Social Marketing Campaign

2. Project Components • In the Eastern Caribbean, PSI Caribbean runs a branded Behavior Change Communication (BCC) campaign, supporting program aims of: • Improving access to condoms and sexual and reproductive health (SRH) services • Decreasing barriers to condoms and SRH services • Building local capacity for HIV prevention and SRH service delivery • Generating demand for condoms and promoting consistent condom use • Social Marketing Principles underpin the program’s integrated approach • Key to the strategy: • Principles of Sales and Marketing • Creation of the Got it? Get brand: positioned to signify safe sex, condom accessibility and use, and more recently, SRH access

3. Project Components Participating countries: Trinidad and Tobago Barbados Jamaica Antigua/Barbuda Dominica Grenada St. Kitts/Nevis St. Lucia St. Vincent/the Grenadines St Maarten Belize Suriname Montserrat* Bahamas* Cayman Islands*

4. Got it? Get it the BCC brand • Evidenced based approach: all concepts are pre- and post-tested before release • Use of research to identify focus: ‘Carry condoms’ for 2011 • Integrating SRH into Got it? Get it through brand extensions • On-line touch-points integrated into TV and radio placements • Developing clear messages and taglines for each target group audience profile • Utilize the short story format in TV advertising, avoiding preachy language

5. Got it? Get it the BCC brand • Brand Ambassador campaign:to build advocacy for Got it? Get it • Partnering with IPPF affiliates at local level for implementation • Strategic Alliances with CBMP, CHAA, MTV, Media partners to pool program resources • Merging PSI/C BCC and Sales agenda under the GIGI umbrella • Documentaries, movies and other edutainment productions • Total Market Approach (supporting all sectors) • Co-branded marketing with commercial condom brands

6. Taking the private sector approach

7. The Total Market: Market Segmentation in the Caribbean Sold in pharmacies, supermarkets, NT; MOUs with regional & local distributors Commercial Brands- Slam, Trojan, Durex, Ansell (RR, Lifestyles), Long Love, FC2 A Sold through IPPF affiliates & NGOs B Subsidised/Social Marketing Brands- IPPF Unbranded, Cool, Vive Distributed by NAPs, Ministries of Health, NGOs and Gov‘t agencies Free Distribution- Unbranded and Branded: Slam, Lifestyles, Trojan, RR, Panther (Alliance), FC C

8. KEY SUCCESS FACTORS FOR TMA IN THE CARIBBEAN- GOT IT? GET IT • Integrated Commercial Marketing Approach • Equitable treatment of all distributors • Starter stocks for CSPA • Address public sector distribution • Networking with key stakeholders. Synergies in partnerships: PSI assisting with development of regional and local condom policies • Strong, branded category campaign • Ads/messages that raise the bar” on the “touchy” issue of condoms without being PSA and “preachy” in feel: speak “with” not “down to” youth • “Cause Related” in feel so that the campaign changes the condom culture of the Caribbean • Edgy and trendy promotional items that incorporate fashion/style into condom messaging

9. Got it Get it online touchpoints • www.gotitgetsafesex.com • www.psi.org/caribbean • http://www.youtube.com/gotitgetitsafesex • http://www.facebook.com/GotitGetitSafeSex • http://apps.facebook.com/gotitgetit/?ref=ts • http://www.facebook.com/group.php?gid=34720499531&ref=ts • http://twitter.com/GIGIsafesex Mass media: TV: 2000 spots per annum Radio: 6000 spots per annum

10. Integration: In a nutshell- Mobile and online has provided Got it? Get it with the following benefits:

11. Example: girls 15-19 with multiple partners Behavior Change Bubbles Moderate social support High affordability Low personal risk assessment High availability Condom use High awareness of tranmission Moderate brand appeal Low belief in condom attributes Low self efficacy High awareness of HIV/AIDS

12. Brand positioning and personality

13. In the digital and social media space, it’s critical to have a coordinated experience across the places where people spend time. Integrated Engagement Overview

14. Challenges • Religion • Socio-cultural- the idea that using a condom makes you less of a man- the need for afro-Caribbean men to have kids early • “Small island” culture • Belief in condoms and its attributes • Funding- smaller pot for the Caribbean • Music is very sexual in nature, but yet sex is swept under the carpet • Once you use condoms you are “loose”

15. Parallels to the Canadian Caribbean Diaspora • Use of edutainment initiatives- movies, music, short films, catchy TV ads, novel IEC materials • On-line is key with blackberry and facebook • Create casual environments where discussion and education could take place- Caribana • Work with promoters to have a component of safe sex at events • Utilise outlets where Caribbean folks shop- Western Union etc. • Whats popular in the Caribbean tens to be popular in the Caribbean diaspora

16. Got it? Get it- visibility

17. QUESTIONS? DID YOU GET IT? GOT IT? GET IT! Thank You!