Abstracts Vol. 1 [International Conference on AIDS (11th: 1996: Vancouver, Canada)]

Track D: Social Science: Research, Policy & Action
Results: DKTs condom social marketing activities have been vet,.t Nam.
From August, 1993 to December 1995 mote than 30 million co, t l distributed nationwide.The brand names Trust and OK have become g.. i, condoms
creating a more receptive attitude by the general public to pron L 1 1"penlyThe
project is also very cost effective with the distnbution cost dropp1., 1,
US$0.1I3/condom in 1993 to approximately US$0.05/condom in i i,, the cost of
the condoms).
Lessons learned: DKT's condom soctal mnarketing program is an t ic t o, v t tce way
to distribute condoms in Viet Nan duin t the transition fromn a, I to a market based economy
M.T. Nguyen, c/o DK tInternational/Viet Nam, 8 Trang Thi St., Ha.. '- l,-lephone:
84 4 260043 Fax: [phone], email: dkt(a netnam.org.VN
Tu.D.2888
CONDOMANIA -AN EXPERIMENT IN PUBLIC HEALTH SOCIAL MARKETING
Wagman, Lezlie M.,* Barnett R.,** Kahn, D.,0 Johnston, M. Vanco, tIic tllth D epartment,
Vancouver B.C. Canada 'B.C.Womens Hospital,Vancouver; B.(. iM
Issue: Selling sexual health, condom awareness and ultimately dic doe,, t nt Ito youth
continues to be a major challenge for the Vancouver Health Depr ftpn,
Project: In September 1990 the Vancouver Health Department,ot'g with, t w women's
AIDS service organizations embarked on a venture in health pro cton pm i c icnng
which has developed into a successful long --term social marketing r tli Nttolow in its 6th
year CONDOMANIA has progressed fom a fourweek campaign trptq n tH twice a year
to a continuous exposure campaign running throughout the yea the to pi; was initially
designed to reach young heterosexual women with a lesser focus ot hei p tners. Outr
messages were designed to be humourous and light-hearted with a AIDS pr'vention
focus. Colourful posters containing these messages were placed on bth t, exterior and
interior of buses as well as in local bars and night clubs.Trained tv hnt., I. the campaign message to these social venues along with specially designed 1 rndm po o,ages. A
total of six consecutive campaigns were completed using similar melt I, t a R, idio was
experimented with in the next 2 campaigns.
Results: Each campaign has been thoroughly evaluated and info,,i It-cd liom the
process has been used to build subsequent campaigns. After the Ist atrn,;an, target
audience ages were modified and gender specific approaches were It.F:loed to meet the
needs of different population groups.The initial focus of AIDS prevntio t st b itroadened to
include enhancing sexual health and sexual experiences. Results rom t ocI up)s, in-depth
interviews and advertising assessment questionnaires demonstrated tic;>I t eelict on
women with men lagging behind in knowledge and attitudes abc t ntorito C ltionships,
condoms and their use. In general AIDS prevention was not a cotncrn r th population
of young men. Currently we are targeting 16- 19 year old heteroxex m.lGlitt it i irough
radio advertising and the presence of volunteers at popular con, t- L
Lesson learned: Long term social marketing programs can be su t -ien a
process of continuous evaluation is established to assess target audien,[t c' e, creative
design and advertising medium, and there is a willingness to addrec the,tdet I Ithanges.
Lezie Wag lan,Vancou erHealth Department,1060 Veth ow,, t veI; B.C.
CanadaV6H IC4Telephone: [phone] Fax: [phone]/
Tu.D.2889
SOCIAL MARKETING CAMPAIGN:TOUS REUNIS PAR LAVIE
Lavoie Ren. Action Sero Zero
Issue: One of the strategies used by Secro Zero in its health piroitft I, t ttrtor is social
marketing. It is used to influence the social environment of gay tne li lIt p eople living
with HIV, so that they can live in a more supportive mnilieu.This st ele. corlrtItes to
ncreasing gay men self esteem thus enabling the implementation, o he o ri, tmmes with
this population group.
Project: Le Droit d'Aimer I (1993) and II (1995), were social matletot t:Iitotgns in central
Montreal. Preceding Phase I, a qualitative study using a dyad inter tiw iechnrique was carried
out with gay men who did not frequent the gay milieu. Phase I ptirit t yjd posters which
were diplayed by Flashrnedia (a commercial agency with displays n sn,ll ci ir estores.,
etc.), although newspaper advertisements, T Shirts, and small meno itds,,were aIlso used. A
study was carried out few nmonths after the end of the campaign tc t t-, level of vistbility, the comprehention, on the part of the target group, of the teote beitn promoted,
as well as the most effective tools utilised. Phase II was designed Iollowin tich evaliation
carried out after the first phase. Posters were retained as the orno Io Icti.'. method, using
an increased number of distribution site through Flashrnedia and the lior of posters in
Montreal subway system. Phase two was a collaborative effort, wito nincin, c pl ovided by
the federal and provincial governments and with support from the pcivat r Iacc c who gave
supplementary and etended time within their distribution syster
Results: The project demonstrated the feasability of public markoni t onpag, using a
direct visual repesentation of gay men.The popularity of this camctnc bth wtin and
outside the gay community demonstrated its iffectiveness.
Lessons Learned: These types of campaigns require careful plann cc d it i be carried
out on a regular basis. Howeve this type of activity needs impait 0vhluo, t t ccough the
cost of such is often prohibitive. Cooperation with private sector -st 0Ithr deve
oped.
Rene facoie, 3i60,.ve. Hitel-d eVille, M1ontreal Quebec, Canad, - ift, to i 4)286 -0439 Fcc: (5i4)281 8004
Tu.D.2890
PSI HAITI CONDOM SOCIAL MARKETING:WOMEN'S PROTECTION PROJECT
atto Michete * Grimard, B.' *P5/Haiti
Issue: Typically, AIDS prevention cacjpgns have targeted men and I0 ct ex workers
wite ignoring the d-ti tc crtecoe ol I V rtecs cooorip petoetral to:- 0 1"' u.0tons.
V men e c ount fot i If of al aitoans ctret in c we th fI. t t o I infection
among women continues to rise alarmingly list.

Project: The Women's Protection Project was launched in 1995 t t,idr e ie special concerns of women when buying male condoms and negotiating their, h t tt ia0le partners.
This project follow -up a successful 1994 pilot project that ascert, i,,,,v- o r- to i cessibility
as consumers to male condoms and introduced basic condom use 0 to t - hn tniques.

Tu.D.2888 - Tu.D.2893
Ih, objectives of this project are: I) to make condoms available to women in "femaleirendly" retail oulets by creating 50 new such sales points; 2) to develop a mass media
informnation, Education and Communication (IEC) campaign based on focus group discussions to direct attention to women and AIDS and to promote condom use negotiation
techniques; and 3) to improve the skills of retail vendors through training seminars and to
motivate then with point-of purchlase materials to encourage and support condom purchase by female clients.
Results: The project is ongoing and final results are not ftully realzed.To date, 37 "female
friendly' sales points have been established, 70 retail vendors (90% women) have received
special training and point-of purchase materials including PANIL E market stall umbrellas and
discreet cloth condom-carryin sachets ts an introductory offer for their clients.The focus
eIj oor 0sc1ssion' have been implemented but the results did not meet PSI's expectations
anrd thus will be redone before the mass-media IEC campaign is further developed.
Anticipated proje0ct completion is April 1996.
Lessons learned: While it has proven critical to specifically target wome n in the general
popuoation in AIDS prevention strategies, increased awareness among women and learned
negotiatior. tec hniques alone are not sufficient to change condom use behavior among
menr Mss cdia campaigns targeting m en and encouraging sensitivity and respect for
women s,oo cci s are also required if w oneen are to be effective in negotiating condom
Michel cto, SI DABACO, SA., 272 rue de magazin de L'Etat, Port-au-Prince, Haiti,
Telephone 0i o 09-22-32-71 Fax: [phone]
Tu.D.2892
PSI HAITI CONDOM SOCIAL MARKETING: PROFESSOR PANTE
tDurother Ann rose, Cato,.,' " Grimard, B. '"ARCA Advertisi c: 'PSI/Haiti
Issue: In spite of high general AIDS awareness in Haiti and rapidl, increasing condom sales,
the core tnd consistent use of condoms among sexually active adolescents remains low
tirouoh 19It. few AIDS prevention and condom use campaigns in Haiti targeted adoles
Cents.
Project:,tei c- teens, PSI developed AIDS prevention and condom promotion themes
ao1 und "Profc,.o PANTE", an animated penis character that has a goofy grin, speaks
Creole, ustes tcnage slang, andi appeals greatly to adolescents. Prolfessor ("Pwofese" in
Cirele) PANT 1 was first introduced one month prior to 1995's Carnival period (Carnivtl

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hI hest risk period for STDs and unwanted pregnancies) on a poster demonea,ondom use in a cartoon format.This poster was placed in strategic, highly
-r along the planned parade route and throuhout targeted regions. A tank top
d witvh the Professor PANTE lo o and the slogan It's Cool!" then distributed to
e of pre Carnival pied piper bands and at Carnival itself.The tank top (as
th0 more standard promotional t-shirts) was a favorite among youth and the
hI It particularly in light of recent American influence in the country (all teens
whit's "cool" and what's not).Throughout the yeal the Professor PANTE char
ir orporated into most promotional materials aimed at adolescents. Professor
tinues to be an effective medium for reaching teens and will be used again for

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Cttc al 196 iw th the Professo1 wll offer the lollowing tank top advice no matter how
Io ct Iarn00 is, your head should stay "cool"-always use c condom."
Results: -i cIropalgn has proven extremely successful. An average of 25,000 more condons wete,olid mronthly in 1995 than in 1994 through adolescent friendly" sales outlets in
addilion to hose sales made to adolescents as part of the general population. Originally
thelposter,, Ili ought to be too explicit (similar campaigns in other countries use an aniated concdon t nther tlhan penis) but there has been absolutely no outcry from opposing
relig ious factions or parents groups in spite of the Professor's public display and appeal to
youth.
Lessons learned: The major lesson learned early was that serious opposition could be
cvo ed by including an abstinence message whenever possible when targeting teens.
ProIessor IAN lf's original advice said that the only way to avoid STD/AIDS was to avoid
sex t irelit o s.
Anne Rose D)to he PS! DOBACO, S.A.. 272 rue de magazin de IEtat, Port-au-Prince,
l aitileephone: 0 1-509 22-32-7i Fax: [phone]
Tu.D.2893
PSI HAITI CONDOM SOCIAL MARKETING: STD/AIDS PREVENTION DURING HIGH
RISK CARNIVAL PERIOD
oGrccd, Br. ovna, Cato, M.' PSI/Haiti
Issue: Carniv al is typically a time of joy and carefree moments. People drnk heavily and as
hours pas the lyrics become very sexually explicit. All these aspects tend to make it a time
whent one night stands occur as well as other high risk behaviors.
Project: help curb the spread of AIDS during this period, PSI Haiti designed a program,Is a c, ltu0 r esponse to the Carnival phenomenon.The program includes training in condom soial m<arketing for vendors who accompany the pied-piper bands. Radio and TV
spots were designed targeting adolescents with AIDS awareness messages including personal testimonies and targeting heterosexual adults with dialogues among couples. High visibility
activities such as: nen carrying Kapot Pante, the project brand condoms, wearing sandwich
bor ds, catrvying banners and distributing buy one-get-one free coupons; a float with the
Pante logo and a band singing the Pant6 'jingle alternating with Carnival tunes are
deployed dc I t the 3 days of Carnival. Several high schools n Port-au-Pri nce ast wel l as
hIrd to each cities were targeted for youth AIDS prevention.The objectives of these were
to: I) Inree the number of protected sexual encounters by increasing the number of
(olom. s soldi: and 2) increase the awareness and the use of condoms among adolescents
Results: h he imnmediate success of the project was seen by the high increase in sales fotr the
- oclths oIt' 1995 Carnival season (January March sales totaled 1,423,980 condoms).
The pied -pper ivendors were very successful. Of 17 vendors trained, 12 continued selling
Part e tfint ph it cithe year.
Lessons learned: While the project was very successful in reaching its objectives and in
it c'ca,-,in v o'crss and sales of Pant, much needs to be done with adolescents especially
in schools. Many high schools do not offer sex education classes and the teenagers encountered were ver y eager to learn more on AIDS, STDs and condom use.
Berttrovna GrI tard, PSI DABACO, S.A., 272 rue de magazin de 1Etat, Port au-Prince, Hlaiti,
Tlephone:0! 1 509-22-32-71 Fax:[phone]