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Social Marketing Lubricant in Developing Countries

Social Marketing Lubricant in Developing Countries. IRMA Webinar, August 29, 2011 Beth Skorochod HIV Communications Technical Advisor Population Services International (PSI). Social • marketing.

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Social Marketing Lubricant in Developing Countries

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  1. Social Marketing Lubricant in Developing Countries IRMA Webinar, August 29, 2011 Beth Skorochod HIV Communications Technical Advisor Population Services International (PSI)

  2. Social • marketing (so shel • mar kit ing) n.1.The application of marketing concepts and techniques to influence behavior among a target audi-ence in order to benefit themselves and society.

  3. PSI field offices with lubricant programs include: Laos Mexico Myanmar Nicaragua Nigeria Panama Papua New Guinea Romania Togo Thailand Angola Belize Cambodia China Costa Rica Dominican Republic El Salvador Guatemala Honduras India

  4. Reasons PSI Markets Lubricant • To increase use of condoms • To reduce likelihood of breakage • Unavailability of lube to many populations • Cost barriers • Reported high use of oil-based lubricants among key populations • Potential for anti-HIV properties • Potential to establish market for microbicides

  5. Challenges to Marketing Lube • Lubricant often implies ‘loose’ sexual behavior • Preference for ‘dry’ sex in some cultures • High cost of lube; need for subsidy • Requires specific and applied formative research • Measuring impact

  6. More Challenges to Marketing Lube • Absence of international standards for lube • As suppliers create new products with novel features (such as tingling, warming, flavors), struggle to know if ingredients can be substituted for new ones • Need for increased evidence on safety and effectiveness

  7. Successes in Lube Marketing • Provide instruction: how much, where, when • Provide free samples • Bundle with male and/or female condoms • Targeted sales to key populations (MSM, SWs) • Identify willingness to pay • Demand creation campaigns • Audience insight

  8. Key Messages to Market Lube • Always use with a condom • PLEASURE • Improves condom durability; less breakage • Important difference with oil-based lubricants • Lubricants improve ALL condoms • Lube isn’t a luxury; it’s essential for condom use (like PB&J) • Risks of dry sex

  9. Thank you PSI

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