The program was undertaken by three major implementing agencies: Vietnam Women’s Union (WU), Vietnam Association of Family Planning (VINAFPA), and DKT international Vietnam with the objectives of expanding and enhancing the efficiency of social marketing, transforming the behaviors of users and providers, and contributing to the meeting of rising demands for quality reproductive health/family planning (RH/FP) services, as well as prevention of HIV/AIDS and other STIs.
At the end of the first stage, 233,486,301 condoms and 10,468,333 cycles of New Choice contraceptive pills were distributed by the program.
DKT International, as the main player, distributed 196,740,488 condoms of OK and Trust brands as well as oral contraceptives. The program targeted interventions in 21 provinces of Vietnam, working through trainers, local and provincial Aids bureaus, provincial commission of Population, Family and children (PCPFP) officers, communal health staff, population specialists, students, pharmacists and women in the community.
The Women’s Union implemented social marketing of the Hello brand condoms, which were sold at 2000 wholesale and retail outlets in 37 provinces over 3 and a half years. At the end of the program, over 19 million units were sold. The strategy also worked to build capacity in management and social marketing for 2320 members of WU.
VINAFPA carried out social marketing of the Yes brand condoms in 45 provinces/cities, targeting primarily adolescents and young people. Communication campaigns and exhibitions were organized to introduce the brand to over 60,000 students at 20 universities across Vietnam. Furthermore, about 20 teams of youth volunteers and over 200 peer educators were trained by the program. At the end of the stage, about 21 millions condoms were sold.
Several private companies also took part in the program. For example Habeco, a Hanoi trading and marketing company, established agents to distribute condoms through social marketing with the national network.