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Campaign Strategies, Implementation, and Evaluation 97

pregnancy. A participant who now works as a social promoter to disseminate
program methodologies described her experience:

Program M activities are very involving; everyone participates. I learned
how to use contraceptive methods, had access to information on sexual and
reproductive health, and on preventing STDs. Some young women in the
community were shy; many didn’t even talk to one another. They are more
at ease now; they talk about their lives and have become friends. (Instituto
Promundo, 2005, p. 13)

A manual similar to the one for Program H is in production for Program M.
Both initiatives are designed to create safe spaces in which young men and
women can question traditional views. (See
Figure 4-5.) Questioning is always presented
in a positive manner, never as an imposition.

Pricing Strategies
Making the program materials as widely
available as possible, especially to high-risk
groups of hombres and mujeres, is the over-
riding consideration in setting prices. The
five-volume manual, available in English,
Spanish, and Portuguese, can be downloaded
at no charge from Instituto Promundo’s Web
site, or it can be ordered in a bound volume
for US$50. The 20-minute cartoons for both
programs, with their accompanying discus-
sion guides, are offered on VHS for US$15 or
on DVD for US$20.
Hora H condoms, which are used in
the social marketing lifestyle campaigns
(see “Promotion Strategies”), are distrib-
uted at cost under an arrangement with the
manufacturer.
FIGURE 4-5 Since young men on
Place Strategies average have more sexual partners
than young women, ensuring that
With more than 77% of Mexico’s population new generations develop more
living in cities, most national HIV preven- gender-equitable and safer sex is
tion programs focus on urban populations critical to reduce HIV transmission.
(USAID, 2005). Young men are less likely Photo courtesy of Instituto Promundo