Page 126 - Social Marketing for Public Health Global Trends and Success Stories

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Campaign Strategies, Implementation, and Evaluation 99

Promundo also partnered with SSL International, makers of Durex condoms,
who provided a branded condom, Hora H, at production cost. Hora H condoms
were distributed in nontraditional venues and shops such as funk balls and cafés
as a central part of the campaign. Promoting the use of condoms is such an inte-
gral part of HIV/AIDS social marketing that the practice has its own acronym—
condom social marketing (CSM)—and manufacturers’ agreements such as the
one with SSL International are common. Population Services International, how-
ever, has discontinued CSM in Mexico due to administrative and political hurdles
and because Mexico, unlike poorer countries, has many condom brands vying for
market share (O. Le Touze, PSI Mexico, personal communication, 2008).
The Program H campaign was called “In the Heat of the Moment,” a theme
chosen because young men said they frequently heard their peers say, “Everybody
knows you should use a condom, but in the heat of the moment . . .” (Pulerwitz
et al., 2006, p. 14). The campaign’s theme and media mix, combined with easy ac-
cess to condoms, present a persuasive message encouraging young men to respect
their partners, to avoid using violence against women, and to practice safer sex.
Because changing young men’s attitudes and their consequent actions is
the first priority in this staged behavior change communication effort,
Program M’s media strategy has not yet been launched. In the meantime,
however, other campaigns, such as PSI Mexico’s “Menos Etiquetas” gender-
equity initiative, are incorporating the research and successful techniques of
Programas H and M to reach young people at risk. Like Program H, Menos
uses peer educators to initially broach themes that include gender norms,
HIV/AIDS, and stigma. A traditional media mix including posters, postcards,
stickers, and flyers (see Figures 4-7 and 4-8) is teamed with social media such
as blogs and Bluetooth viral marketing (PSI Mexico, 2008).

Other Strategies

An intriguing political response to the problem of attracting substantial support
is the “positioning” of women as the primary victims—“the innocents”—in the
battle against AIDS. This widespread rhetoric is designed to gain broad political
support from faith-based organizations as well as from political leaders looking
for the most acceptable route to public approval. Because women comprise
about half of those infected worldwide, this marketing approach lends itself to a
wide range of emotional/rational appeals.
In a 2007 EU summit, Bill Gates, a major contributor of funds to fight AIDS,
appealed to the G-8 countries to pledge new resources to “beat AIDS” and urged:
A top priority must be to address the prevention needs of women and girls . . .
biologically, women are twice as likely as men to contract HIV. And many