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Condom Promotion

BACKGROUND
Condom promotion programme works towards promoting consistent condom use through demand generation activities and strengthening condom supply to ensure easy accessibility & availability of condoms. Through various focused interventions in social marketing, the programme aims to achieve the NACP–III objectives of expanding the condom coverage to 3 million outlets and promoting condom sales by contributing 2 billion social marketed condoms in total condom market of 3.5 billion by 2012. In this direction, Technical Support Group-Condom Promotion is successfully implementing the Condom Social Marketing Programme (CSMP) since 2008. TSG-Condom Promotion also provides technical assistance on Condom Promotion to NACO, various State AIDS Control Societies (SACS) and Social Marketing Organisation (SMOs) and thereby contributes to NACO’s efforts in reversing and halting the HIV/AIDS epidemic.

Coverage of condom social marketing program has witnessed massive scale up from 2008 to 2011. With focus on ensuring easy accessibility, quality of targeting was improved – more rural and non-traditional outlets (NTOs) were opened and hotspots around targeted interventions (TIs) were focused. Market leader position of GoIs brand of condom i.e. Deluxe Nirodh was leveraged through targets to enhance condom use especially among rural population and vulnerable groups.

On the other hand, successful implementation of effective demand estimation, monitoring distribution and tracking system of free condoms helped in reducing their wastage. "

Demand generation activities were also given a facelift by developing evidence based strategic communication campaigns catering to target audience with contemporary mindset. Alignment of mass media and on-the-ground communications activities was another step to boost the effectiveness of various condom promotion campaigns.

 
 
 
 
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