DKT-Philippines began its social marketing campaign in 1991 by introducing Trust condoms. Since then, Trust has become the leading condom on the market. Over 100 million have been sold. It retails at just 5 pesos, or about 10 cents in US currency. DKT's contraceptive sales are providing a bridge from government-provided contraceptives to the commercialization of the contraceptive market in a country where the Catholic Church and other organizations oppose modern methods of contraception. In addition to Trust condoms, DKT-Philippines has introduced other contraceptives to meet the needs of low-income Filipinas.
In 1997, DKT introduced Trust pills, a low-dose oral contraceptive. They sell for 20 pesos, or about 40 cents in US currency. Last year, DKT sold more than 20 million cycles. DKT also has been involved in HIV/AIDS prevention in the Philippines. Program activities include educational campaigns, street theater productions, and the promotion of condom use in brothels and hotels.
Revenue before 2002 was less than the replacement cost of the contraceptives. Today, however, gross profits almost cover the operating expenses of the program. Much of this success is due to the expertise and enthusiasm of the sales staff. In 2009, DKT’s program sold over 29 million condoms, over 21 million oral contraceptives, and almost 2 million injectable contraceptives. DKT also sold over 100,000 IUDs. This translates into 2,716,266 CYPs, an increase over last year.
Social franchising component:
PopShops are bright, consumer-friendly spaces hosted within government clinics. DKT signs a contract with a clinic, then updates the skills of the health personnel and people pay to use these well-advertised products.
