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266 CHAPTER 11 ■ Socialism Meets Social Marketing

The situation worked to the project’s advantage, because it presented
SOMARC with opportunities to structure favorable deals to provide original
material in exchange for discounted air time. The local Red Apple advertising
agency was especially skilled at negotiating Red Apple media buys and navigat-
ing through the plethora of stations and coverage/reach.
As a result of the combination of reach and cost and the agency’s expertise
in piecing together national coverage, television was the primary focus of the
Red Apple mass media campaign, followed by radio and print. Comprehensive
media plans were developed that incorporated a broad range of approaches to
airing Red Apple material, from “traditional” buying of 30-, 45-, and 60-second
commercial spots to producing and providing programming (such as the intro-
ductory feature and SOMARC-produced “call-in” TV and radio shows) for free
in exchange for prime air time and a right to the surrounding commercials.

Public Relations
To extend and leverage the Red Apple communications effort, SOMARC
worked with its public relations (PR) agency to develop a comprehensive public
relations plan to complement the paid advertising effort. Included in it were a
number of PR activities that were new to Kazakhstan’s emerging commercial
media market and directly led to the appearance of at least 300 broadcast and
print stories about the Red Apple and Red Apple–related subjects.
Notable PR “firsts”:
• Video and audio news releases, as well as programming (infomercials),
written specifically to inform target audiences. TV and radio programs
were produced by the Red Apple agencies using Red Apple spokespeople
discussing issues surrounding contraception.
• Call-in radio programs (talk radio/TV) were developed as a forum for Red
Apple issues and to provide cutting-edge information for adult audiences.
Show topics covered included reproductive health, teenage sexuality, AIDS,
and other relevant issues that were linked to the subject of contraception.

E V OL UTION OF STR ATEGY A N D TA C TICS

Following the launch of the Red Apple, sales fluctuated at levels generally below the
original program expectations, although government statistics showed that the
abortion rate was declining. Monitoring and secondary research analysis revealed
two problem areas where results were not at expected/needed levels. Trial and
continued/sustained usage of Red Apple contraceptives were less than anticipated/
projected. Also, distribution was uneven, and consistent, broad availability of Red
Apple products had not yet been achieved, contributing to the sustained usage