Condom Social Marketing for Dual Protection: HIV Prevention and Family Planning in Cambodia
Country of Operation
- Population Services International / Population Service KhmerNot-for-profit
Target income level
- Bottom 20%
- Lower-middle income (20-40%)
- Middle-income (40-60%)
- Higher middle-income (60-80%)
- High-income (80-100%)
SummaryPSI/Cambodia and PSK's condom social marketing program ensures the promotion and distribution of affordable HIV and pregnancy prevention products at convenient locations throughout the country, using a total market approach that targets social marketing at most-at-risk populations.
PSI and PSK’s social marketing programs are designed to make markets work for the poor and vulnerable by harnessing the potential of the private sector, through the Total Market Approach, to improve the health of the Cambodian people. Based on principles of market segmentation, the three sectors – public, social marketing and commercial sector – aim to ensure a growing total condom market such that the universe of need for condoms is met through informed demand and consistent use with the aim of ensuring that investment of donor and national resources is effective, efficient, and sustainable.
Key program components
Expanding access, availability, and affordability of high quality and affordable condoms as well as water-based lubricants (co-packaged with condoms)
In recent years, PSI and PSK has recognized that a total market approach is important for building long lasting solutions for improved health outcomes. The idea is to increase the total number of people using a product or a service while ensuring that subsidized and free products are easily accessible to target groups and are used by those who most need them. Yet as the earning power of many Cambodians grows, and they have more disposable income, the commercial sector can successfully sell their brands and increase their volumes. PSK’s social marketing sector products – OK and Number One – appeal to lower income groups and more vulnerable populations with highly targeted distribution at venues that are frequented by key populations (i.e. guesthouses in Cambodia for HIV prevention). Free condoms continue to be made available in public sector outlets and with outreach workers for those least able to pay for and access condoms.
Increasing demand for healthy behaviors through increased knowledge, awareness and supportive attitudes
PSI and PSK conduct and utilize state-of-the-art research to address barriers to healthy behaviors and ensure that high-risk groups want, purchase, and know how to use condoms. Several models of evidence-based communication and outreach and innovative sales techniques are used to generate demand:
- Integrated mass media and community outreach campaigns
- Peer-to-peer condom promotion and targeted sales at entertainment establishments
- Condom merchandising by mobile street vendors near high-risk venues
- Use of GPS to map high-risk venues and product availability at nearby sales outlets
- Messaging that focuses on high-risk ‘sweetheart’ relationships, in which condom use is low
- Integration of family planning into HIV programming for entertainment workers (‘condoms plus’ another modern family planning method for double protection).
PSK partners with community-based NGOs to build their capacity to promote condoms and conduct Interpersonal Communication (IPC) activities at locations where key populations work or gather (i.e. for HIV prevention: beer gardens, karaoke bars, massage and sauna businesses, and outdoor hotspots). PSK uses IPC to address the reasons people do not adopt healthy behaviors: i.e. they do not feel they are at risk, they trust their partners, or they need ways to negotiate condom use.